Organization establishes consensus and cooperation by building partnerships among the various groups that have a stake in the commercial district. By getting everyone working toward the same goal, our Main Street program can provide effective, ongoing management and advocacy for the our downtown or neighborhood business district. Through volunteer recruitment and collaboration with partners representing a broad cross section of the community, our program can incorporate a wide range of perspectives into its efforts. A governing board of directors and standing committees make up the fundamental organizational structure of volunteer-driven revitalization programs. This structure not only divides the workload and clearly delineates responsibilities, but also builds consensus and cooperation among the various stakeholders.


Promotion takes many forms, but the goal is to create a positive image that will rekindle community pride and improve consumer and investor confidence in our commercial district. Advertising, retail promotions, special events, and marketing campaigns help sell the image and promise of Main Street to the community and surrounding region. Promotions communicate our commercial district's unique characteristics, business establishments, and activities to shoppers, investors, potential business and property owners, and visitors.


Design means getting Main Street into top physical shape and creating a safe, inviting environment for shoppers, workers, and visitors. It takes advantage of the visual opportunities inherent in a commercial district by directing attention to all of its physical elements: public and private buildings, storefronts, signs, public spaces, parking areas, street furniture, public art, landscaping, merchandising, window displays, and promotional materials. An appealing atmosphere, created through attention to all of these visual elements, conveys a positive message about the commercial district and what it has to offer. Design activities also include instilling good maintenance practices in the commercial district, enhancing the district's physical appearance through the rehabilitation of historic buildings, encouraging appropriate new construction, developing sensitive design management systems, educating business and property owners about design quality, and long-term planning.

Economic Restructuring

Economic restructuring strengthens our community's existing economic assets while diversifying its economic base. This is accomplished by retaining and expanding successful businesses to provide a balanced commercial mix, sharpenng the competitiveness and merchandising skills of business owners, and attracting new businesses that the market can support. Converting unused or underused commercial space into economically productive property also helps boost the profitability of the district. The goal is to build a commercial district that responds to the needs of today's consumers.

Our Board

Our Board is comprised of 10 members who meet the second Wednesday of the month. The members then oversee four subcommittees that work to improve our downtown through the four areas:

  • Organization - Chair Jerry Johnson. Meetings are once a month – closed session
  • Promotion - Chair, Kathryn Pierson. Meetings are once a month – time/location TBC
  • Design - Chair, Lockett Van Voorhis. Meetings are once a month - time/location TBC
  • Economic Restructuring - Meetings are once a month – time/location TBC

The Office Manager for Main Street is Luanne Carey.

Board Members

Jerry Johnson,

Jerry has been a resident of Clarke County with a law practice in Berryville for the past 10 years. He graduated from the University of Virginia Law School and has been a trial attorney for 30 years. It has been his pleasure serving our community as president of Berryville Main Street for the past 2 years. Jerry is also active in the community as a director of Barns of Rose Hill.

Susi Bailey,

Susi is a native of Clarke County. She has been involved in her community for over 35 years as a realtor, retailer, volunteer and advocate for downtown revitalization. When Berryville was accepted into the Virginia Main Street program in 1992 as one of the smaller communities, with a population of less than 5,000, she was the first project manager. While project manager, she also took over the Battletown Inn helping to revitalize the business and also opened the Gray Ghost Tavern. She has served on several boards – Millwood Country Club, the Clarke County Historical Association, Barns of Rose Hill, Powhatan School Board of Trustees, and Long Branch Plantation. She has also been interim Executive Director for Long Branch, and Barns of Rose Hill. She has a B.A. in Art History from American University. She loves to travel and has been on some exciting adventures – pony trekking in Iceland, several horseback riding trips – Canadian Rockies, Portugal, and Africa. She loves to snorkel so has been to Belize in Central America several times. She has twin daughters – Micki & her husband, Will Martindale, own Houseworks Design/Build and live in Clarke County with their 2 daughters, Lucy – who was Little Miss Clarke County in 2007, & Annie. Her other daughter, Robin and her husband, Chris Carmichael, live in Santa Monica, CA with their 2 daughters, Izzy & Zoe. Chris is a movie composer and Robin is a licensed landscape architect.

Jay Arnold,
Merchants Committee

Jay is a lifetime resident of Berryville and has served as a 15 year member of the Clarke County Planning Commission, and has been elected since 2006 to the Berryville Town Council as Town Recorder. He enjoys helping the community as a volunteer firefighter and emergency medical technician for over 35 years, a lifetime member that has served ten years as Chief of the Company. A two term past President of the Berryville-Clarke County Chamber of Commerce and a Clarke County citizen of the year. Jay continues to operate the family business with his mother Carolyn that was started in 1961 by his late father Harry Lee Arnold. Berryville Auto Parts sells CARQUEST Auto Parts and is a Radio Shack Dealer since 1977. The business continued to grow over the years with vehicle repairs, Virginia State Inspections and towing and most recently added UPS shipping for customer convenience. Jay was instrumental in forming the Berryville Merchants to provide promotions for the businesses most known for the Downtown Berryville Yard Sales and the “Light UP The Town” to light the downtown trees in memory of friends and family. During his spare time he enjoys going out with a special group of friends.

Sherry Craig,
Merchants Committee

Sherry A. Craig resides in Charles Town, WV & is the owner of Sweet Pea's Children's Shop. She has been in business for 11 years (5 years were out of her home and 6 years have been in Berryville, Virginia). Sweet Pea's is a seasonal shop - open from mid-March through December featuring children’s clothing and accessories. Recently, she has taken up supporting local crafters (kids and adults) with hand-made items (jewelry, clothing to fit the American Girl Doll, Baby Tag Blankets, etc.) which are available at Sweet Pea's. She has been retired now from EEI for 14 years. As a young mother back in the 70's, Sherry was the Branch Manager in the Tampa/St. Pete Florida area with Beeline Fashions - a party-plan company. Sherry is married to Chauncey "Buddy" Craig and they have 6 children & 14 grandchildren.

The telephone number at the shop is (540) 955-5501 and the e-mail is 

Kim Patterson, Economic Restructuring Committee
Owner Re-Love It

Tricia James,

Fire House Gallery Committee

Tricia was born in Richmond, Virginia as she put it, “a long long time ago”. Growing up, she lived in Cincinnati, Ohio and Milwaukee, Wisconsin, returning to Richmond at age 5. She was a competitive swimmer from age 7-17, swimming year round and competing all over the east coast. She attended and graduated from University of Virginia with a BA in studio art and a minor in Art History. Tricia moved to Clarke County in 1986, marrying a native son. Six years later they divorced, he left and she stayed. She has been active in the community in various roles over the years. Tricia worked with Mary McMillan in her efforts to prevent dogs from being stolen from their homes to be used in animal research, she volunteered at Old Bethel, she joined the Winchester-Clarke Garden Club, and sang in the choir at Grace Episcopal Church. She has worked in Clarke County as a chef at Boyce Station and as the sales manager for Elizabeth Locke Jewels for 17 years. She owned her own jewelry business, and has been a financial advisor with Edward Jones since 2010. Her office is in Berryville on Main Street and she loves working and living in Berryville. Tricia serves on multiple boards-she is secretary of the Clarke County Rotary, the board of Berryville Main Street and the Barns of Rose Hill as well as the Shenandoah Valley Workforce. She is married to Steve Hamilton of Mack S. Headley & Sons. They have 2 beagles and 2 kitties. Steve has 2 wonderful sons who live in Clarke County and 3 adorable grandsons.

Christina Kraybill,

Fire House Gallery Committee

Christina has been a resident of Berryville since 2011 & is the owner of “My Neighbor and Me,” a fair trade gift shop. Born and raised in rural Path Valley of central Pennsylvania, she enjoyed buying penny candy at the general store in her village of 300 people. After a family move to Harrisonburg VA where she completed high school, her family relocated to York PA where she lived until 2008. As an adult, Christina earned a B.A. in Sociology from Millersville University with a business management minor while working nine years for Staples as a manager and customer service representative. Following graduation, she took over leadership of a Women & Children’s homeless shelter for York Rescue Mission where her knack for bringing order out of chaos enabled the ministry to expand into needed services. It was during these years that she met her husband, Eugene, who works as a regional airline pilot out of Washington Dulles airport. Christina always held her dream near her heart of someday working with small fair trade groups. After Eugene and Christina decided to move to Virginia to be near the airport, she witnessed the birth of her dream in 2010 as she began working with two small groups by selling their hand-crafts at Lake Anne Market in Reston VA. In her spare time, Christina also volunteers as an airport Chaplain alongside of Eugene who now, in additional to flying, serves as the Senior Airport Chaplain.

Kathy Pierson,
Promotions Committee

Originally born on the west coast, she grew up a military brat and is extremely proud to call herself the daughter of an USMC Veteran. She has lived in 10 states and been in over 20. Of all the places she has lived, Clarke County is where she has lived the longest. She has lived here for almost 20 years and does call it home. While she truly enjoys the work she does with Berryville Main Street and Firehouse Gallery (volunteer once a month), she does have a day job. She currently works for Capital One Financial in their Investor Relations Dept. Her previous employers have included Sallie Mae and British Telecom. She is a member of Duncan Memorial Methodist Church. To answer a community need, she was the co-founder and developer of the current DMUMC’s Wee Angels Day Care program back in 1997. She now has 3 kids who attend Clarke County High School. “I love the relationships I have forged with my kids' friends and the community over the years including Berryville Primary, PTO; Cooley Field Day; misc. JWMS events; and CCYFL football for 7 years. “It just made sense to participate in the activities of Berryville Main Street." In her limited spare time she enjoys spending time with her family, traveling, thrifting and old movies.

Lockett Van Voorhis,
Design Committee

Lockett Showalter Van Voorhis is a native of Virginia. She received her A.B. degree from the College of William and Mary in 1967. Mrs. Van Voorhis taught Spanish for three years in the Baltimore City Public School system, and subsequently supervised the language interns in the Baltimore- Washington area for The Johns Hopkins University Master of Arts in Teaching Program. Additionally, she has taught Spanish at two private schools, Westover School, in Middlebury, Connecticut, and Chatham Hall, in Chatham, Virginia, and has just completed 10 years of teaching Spanish at Johnson-Williams Middle School in Berryville. Her skills in beautification, décor, entertaining, furnishing, hospitality, and merchandising are best captured by the words of the legendary private school headmaster, John Verdery, who wrote after his visit to the school that “she is a hostess, not only after the best traditions of the South, but after the best traditions of headmasters’ wives, even in New England.” Beyond her travel for admissions work and ambassadorial work for her husband, Mrs. Van Voorhis served as a member and President from 1995-1997, of the Chatham Garden Club. In April 1997 she was named an Honorary Alumna of Chatham Hall. She lives in town with her husband Dutch. They have two wonderful children, Chandler and Kiely, and five precious grandchildren. Her son and family live in The Plains, VA, and her daughter and family live in Connecticut