Secretariat Day Celebration Schedule

The Town of Ashland has proclaimed Saturday, March 30th “Secretariat Day” to celebrate the birthday of the legendary Triple Crown champion and to hold the long-awaited dedication ceremony for the stunning bronze statue “Secretariat Racing Into History” by sculptor Jocelyn Russell.

As a tribute to Secretariat’s Virginia roots and his still-unbroken track records in the 1973 Triple Crown, the majestic sculpture will be standing on a base containing portions of sand from the original training track at Meadow Stable and from the Kentucky Derby, Preakness and Belmont tracks.

The Secretariat Day festivities are free and run from 11:00 am – 4:00 pm.

Secretariat Day Schedule

• 11:00 am – 1:30 pm: Ashland Theatre

  • free showing of “Secretariat” movie with welcome by Kate Chenery Tweedy and sculptor Jocelyn Russell

• 11:00 am – 4:00 pm: Randolph-Macon Parking Lot, next to Secretariat Plaza

  • live music by local musicians, food trucks, local vendors and exhibits including a time capsule with a scroll for fans to sign for Secretariat Day; also a “Kiddie Corral” with crafts, a Secretariat coloring sheet, real jockey silks, and more.

• 2:00 pm: Dedication Ceremony For “Secretariat Racing Into History”, Randolph-Macon parking lot and Secretariat Reynolds Family Plaza

  • Ceremonial Call to Post

  • Guest speakers

  • Special Performance by Bubba Johnson and the Second Zion Baptist Church Gospel Choir

  • Ribbon-cutting for “Secretariat Racing Into History”

  • Secretariat birthday cake and cupcakes

  • Photo ops and festivities continue 

• 3:15 -3:45 pm: Ashland Theatre

  • Jocelyn Russell and Kate Tweedy speak on “The Secretariat Monument’s Journey to Ashland”

• 4:00 pm: Secretariat dedication event concludes

Livestream Available: If you cannot attend the event, our friends at the Virginia Equine Alliance are going to livestream all the action on the Virginia Horse Racing YouTube Channel.

Look for These Exhibitors in the Secretariat Plaza

• Tim Robinson’s Sound Station Tent

• Main Information Tent  

• Secretariat’s Meadow books and merchandise  

• Ashland Museum– Time Capsule Station

• Kiddie Corral Activities– Jockey Silks Photo Station; Coloring Station

• Downtown Ashland Association

• Montpelier Center for Arts & Education

• Secretariat Legacy Books -  Patricia McQueen  

• Secretariat Artist - Judith McKinney

• RMC Equestrian Table

• Champion Saddlery Table

• Virginia Equine Alliance Table  

• Virginia Horse Council

Enjoy our Local Food Vendors

• Los Regios Center of the Universe Tacos  

• Monique's Crepes

• Farmview Creamery  -  Offering Big Red Floats!

Live Music Lineup

courtesy of Tim Robinson and Center Street Sound Company

11:15 am – 11:45 am, Chad’s Fault – Ashland based acoustic duo consisting of Vonda Fox and Tim Robinson covering Country, Southern Rock, Indie, and Blues.

12:00 pm – 12:45 pm, Matt Treacy – A Hanover native and lead engineer of Free Jambalaya Studio here in Ashland, Matt has played in a number of bands since 2012 and has produced records for many artists in the studio.  He currently leads audio teams for the podcast Phantom Limb and the film company BENspired Productions.

1:00 pm – 1:45 pm, The Self-Righteous Brothers –This duo consists of brothers Ned and Chris Henson who are mainstays on Ashland stages and beyond.  They perform a wide range of covers from the past and present and are always a crowd pleaser.

2:30 pm – 3:00 pm, part of ceremony, Bubba Johnson and Mt. Zion Baptist Choir – Members of this esteemed choir have roots stemming back to working directly with Secretariat. They will help celebrate the day with inspirational songs honoring the unveiling of the statue.

Changing Reins: Changing Equine Innovation in Ashland

In the bustling world of equestrian commerce, Changing Reins emerges as a beacon of innovation and connection, offering a distinctive blend of products and experiences to their patrons. Founded by Anne and Dave Heflin, the shop's journey from inception to prominence embodies a narrative of passion, adaptation, and unexpected joys.

Reflecting on their transition from corporate life to entrepreneurship, Anne shares, "We decided to take a chance on this business venture, and 17 years later, here we are." With over two decades spent in IT management, Anne and Dave embarked on a new chapter, driven by Anne's lifelong love for horses. Dave, initially unfamiliar with equines, became Anne's steadfast partner, supporting her venture into the equestrian world wholeheartedly. Anne muses, "He supported me 100%, in fact, he had to nudge me and has been my steadfast partner since the beginning."

Changing Reins' uniqueness lies in its evolution from a consignment-based model to a multifaceted retail space. Anne elaborates, "We started with offering only 'gently-used' consignment items for the equestrian rider, mainly tack and clothing." Over time, the shop expanded its repertoire, incorporating new items alongside vintage equestrian finds and imaginative gifts. This merging of practicality with creativity distinguishes Changing Reins from conventional tack shops, fostering a dynamic shopping experience for patrons. Anne recalls the time a little boy came into the shop with a pail. He reportedly asked Dave for some worms. Dave said, “I’m sorry big guy but we don’t have any worms here” to which the boy’s father said, “See, I told you this wasn’t a “tackle” shop……it’s a “tack” shop!” This interaction is just one example of the personal touch Changing Reins brings to guests of all ages.

The Heflins are currently proud owners of one of Secretariat’s descendants - so they understand Big Red’s indelible legacy on a whole other level. Ahead of Secretariat Day on March 30, 2024, Changing Reins, has developed a dedication to the legendary racehorse Secretariat, the legendary racehorse. Anne expresses her admiration, stating, "He is just the greatest racehorse ever!" Souvenir items dedicated to Secretariat includes stuffed toy mini “Secretariats”, note cards, t-shirts, prints, and more.

The spirit of connection permeates Changing Reins, as Anne fondly recalls memorable moments shared with patrons. From outfitting young riders for their inaugural horse shows to humorous exchanges with curious visitors, each interaction embodies the essence of community and joy.

As Changing Reins continues to carve its niche in the equestrian landscape, it remains a testament to the transformative power of passion and perseverance. Through its ever-changing inventory and unwavering commitment to customer satisfaction, the shop stands as a testament to the enduring allure of the equestrian lifestyle.

Meet the Center Street Pitch Competition Finalists

Thursday, March 28th, from 6-8pm at the Ashland Theatre, Center Street Pitch Competition will be an evening to celebration Ashland and Hanover County’s small business community. 

Admission is free thanks to cohosts Downtown Ashland Association and Dominion Energy Innovation Center. A welcome reception begins at 5:30pm and the show kicks off at 6pm.

Join the fun and cheer on these nine local entrepreneurs to give a five-minute pitch for the next big business idea and a chance at $20,000 in prizes!

Start-Up Business Finalists:

pOATables

For the entrepreneur on the move, pOATables offers a convenient solution with its oat milk creations. As they carve their niche in the market, one can't help but wonder: will they pave the way for a new era of on-the-go beverages?

Bravo Bakeshop

Prepare your taste buds for a culinary journey with Bravo Bakeshop's artisan pastries and handcrafted espresso drinks. As they set their sights on Ashland, anticipation mounts for the sweet and savory delights soon to grace the community.

Shaken Not Spurred Events & Mobile Bar

With a blend of elegance and expertise, Shaken Not Spurred promises to elevate any event with its luxury mobile bartending services. With over two decades of experience in event planning, this team is poised to shake up the industry and stir excitement.

Business Expansion Finalists:

Center Street Sound Company

From live music to festivals, Center Street Sound Company brings a symphony of excellence to every event. Rooted in Ashland, their commitment to top-tier talent and equipment leaves audiences buzzing with excitement.

DW StudioZ + Ashland Embroidery

Embroidered with excellence, Ashland Embroidery is the go-to destination for logo wear in Virginia. As they expand their footprint, the question lingers: will they stitch their way to success?

RVA Hot Wheelz

Buckle up for an exhilarating ride with RVA Hot Wheelz, Richmond's premier Polaris Slingshot rental company. With a dedication to customer service and safety, they aim to redefine the rental experience. Will they take the wheel to victory?

Agriculture & Forestry Finalists:

Rhythm Ranch Homestead

Nestled in Hanover, Rhythm Ranch Homestead invites visitors to experience the beauty of sustainable living. From dairy goats to small crops, their farm embodies a harmonious blend of education and agriculture. Will their passion strike a chord with the judges?

Meadowgate Alpacas

With a focus on showmanship and fiber quality, Meadowgate Alpacas is a family-driven endeavor aiming to make a mark in the alpaca industry. As they weave together tradition and innovation, could they weave their way to the win?

Studley Farms

Ethical, sustainable, and humanely raised—Studley Farms is on a mission to revolutionize local meat production. From grass-fed beef to pasture-raised poultry, their commitment to quality resonates with conscientious consumers. But will that dedication set them apart from the competition?

Join us in celebrating the entrepreneurial spirit that fuels our community. With $5,000 cash prizes and free office space at Dominion Energy Innovation Center on the line, the stakes have never been higher. Who will claim victory in each category? The answer lies in the hands of our esteemed judges, but one thing is certain: the journey to success begins with a single pitch. Don't miss your chance to witness history in the making. Attend the Center Street Pitch Competition free of charge on March 28 at 6 PM in the Ashland Theatre.

Downtown Ashland Association's 2023 Annual Report

Downtown Ashland is the heart of Ashland, Virginia. In the epicenter of local commerce, culture, and community, Downtown Ashland Association catalyzes economic growth and placemaking initiatives.

The Association has just been accredited by Main Street America for its tenth year. On this anniversary, we are proud to release a report of the Association’s achievements, events, and community support in 2023.

Business Initiatives: Empowering Entrepreneurs

We cultivate independent local businesses that support the economic development vision of the community. Our goal is to support entrepreneurs and create a resilient downtown economy.

2023 Highlights

• $100,000 grant for Entrepreneurship Initiatives

• 1,672 Downtown Business Updates utilized by business owners

Expansive Marketing Reach: Putting Ashland on the Map

We promote Downtown Ashland as a day trip destination to customers throughout the Richmond regino. Our goal is to attract new visitors who become repeat customers.

2023 Highlights

• 8 million media impressions earned for Downtown Ashland

• 2.6 million media impressions for the Secretariat Monument

• 2 million media impressions for Ashland Train Day

• 1 million media impressions for Light Up the Tracks

Community-Centric Events: Uniting Ashland's Residents

We work to make our historic downtown the center of community life. We cultivate downtown to be inclusive, authentic, and exciting--just like our community.

Our goal is for residents and customers to be engaged and invested in our shared future.

2023 Highlights

• 271,000 visits to the Downtown Ashland tourism website

• 23,000 visitors to Ashland Train Day

• 18,000 Get Centered newsletters read by email subscribers

Placemaking Projects: Shaping the Future of Downtown

We encourage customers in Downtown Ashland to stay a while with welcoming public spaces and community connection

2023 Highlights

• $75,000 grant for Downtown Design Guidelines

• 5,000 volunteer hours donated by our community

In Conclusion: A Year of Resilience and Progress

As the pages of the annual report turn, one thing becomes abundantly clear: Downtown Ashland Association's unwavering dedication to driving progress and fostering a sense of belonging within the community.

Through strategic initiatives, vibrant events, and thoughtful placemaking projects, the Association continues to position Downtown Ashland as a premier destination for commerce, culture, and community.

Sponsors Keep Ashland Train Day Rolling

Ashland Train Day is steaming into town on Saturday, April 27, 2024, marking two decades of railroad revelry and free family-friendly excitement. With over 20,000 folks expected to attend in person and a whopping 1 million dedicated viewers online, April 27 promises a locomotive load of exposure to dedicated donors.

Ashland Tain Day delights crowds of all ages from all over the world with everything from kiddie train rides, to touch-a-truck, model trains, and more. Now in its 20th year, Downtown Ashland Association offers sponsors an opportunity to give their brand serious steam power at Ashland’s signature event.

For just a $250 donation, Stationmaster Sponsors get their business or favorite charity featured in a dedicated Facebook and Instagram post, reaching an audience of over 20,000 engaged viewers and achieving exposure brighter than a train conductor's lantern!

Become a Stationmaster Sponsor

With a $500 contribution, Conductor Sponsor snag a dedicated social media post and a month of ads on the iconic Ashland Theatre big screen. —a surefire way to pull ahead of the competition.

Become a Conductor Sponsor

For esteemed $1,000 Gold Sponsor, Downtown Ashland Association is rolling out the red carpet with a package that includes social media shoutouts, a featured blog article on AshlandVirginia.com, recognition in the Get Centered Newsletter (reaching over 4,000 readers), and a branded photography package to capture your support in all its glory.

Become an Engineer Sponsor

Ashland Train Day is pulling into the station! With such enticing benefits on offer, there's no time to delay. Join the ranks of dedicated supporters, fuel the fun, and ride the rails to success!