Richmond’s Style Weekly recently unveiled its highly anticipated Top 40 Under 40 list, a celebration of the dynamic leaders, change makers, and community builders shaping the future of our region. Among the honorees is Downtown Ashland Association’s own 35-year-old Director of Operations: Lou Keeton. From their transformative work in Downtown Ashland to their innovative contributions to the arts and media, Lou not only earns their place on this prestigious list but works tirelessly to redefine what it means to be a community leader.
Hired in 2023 as Marketing Director for the Downtown Ashland Association (DAA), Lou was promoted to Director of Operations after only a year. Since stepping into this leadership role six months ago, they have achieved advancements in revenue, tourism, and community spirt.
Lou Keeton hosting the Light Up the Tracks Celebration, 2024
Since May, Lou developed programs to increase DAA’s revenue by over $10,000. Simultaneously, they attracted an estimated 23,000 visitors to downtown Ashland through signature events like Light Up the Tracks, Ashland Halloween, and Ashland Fourth Fridays. They didn’t spend a dime on advertising and still achieved over 1.6 million organic media impressions across TV, radio, print, and social media. A passionate advocate for the arts and artists, Lou co-produced The Ashland Song Contest with Free Jambalya studios in Ashland, which resulted in 14 original songs about the Center of the Universe streaming on platforms like Spotify and Apple Music.
Before their promotion, Lou’s impact as Marketing Director was equally impressive. They brought 282,000 visitors to AshlandVirginia.com and secured 4 million social media impressions, earning revenue from platforms like Meta. Their knack for fostering media partnerships with outlets such as the Barry Farmer Morning Show and Ready to Go Richmond further solidified Ashland’s presence on the map.
Lou’s success at DAA builds on a robust foundation of expertise honed during their tenure as a Digital Producer at Virginia’s Home for Public Media (VPM). There, they developed award-winning strategies that transformed how radio, podcast, and television content was shared across social media. Lou’s approach grew VPM’s Instagram audience by over 13,000 followers and earned the organization accolades such as the Regional Edward R. Murrow Awards for Excellence in Innovation and Excellence in Social Media for three consecutive years.
Lou Keeton in the 2005 Ashland Variety Show
Lou’s deep connection to Ashland began in seventh grade when their family relocated to the Center of th Universe. Since then, their passion for the town has only grown. From volunteering with the Ashland Variety Show to founding the Whistle Stop Theatre Company, their contributions to the community have been profound. Under Lou’s leadership, Whistle Stop has earned accolades like “Best of Richmond” and “Women in the Arts” from Style Weekly readers. Their original works, including Cinderella: The Fairy Godmother’s Tale, have even graced the stage of the New York Children’s Theatre Festival. Most recently, Lou wrote and produced a four-part podcast adaptation of It’s a Wonderful Life, which premiered with a live reading at the Ashland Theatre.
Beyond their community work, Lou identifies as an “Affirmation Artist,” using the power of positivity to inspire others. This mission drove them to develop the Affirm(Ed) app, which delivers affirmations tailored to users’ healing journeys. Through their company, LouAffirms, Lou also creates content celebrating Virginia’s most affirming destinations and experiences. Lou Keeton’s remarkable achievements are not just a testament to their talent but also to their unwavering commitment to community, innovation, and empowerment. Whether they’re amplifying Ashland’s unique charm, transforming how media connects with audiences, or inspiring others to live their best lives, Lou exemplifies what it means to lead with purpose and passion.
To keep the momentum going, consider supporting the Downtown Ashland Association, whose mission to enhance and promote Ashland depends on community support. And don’t forget to pick up a physical copy of Style Weekly’s Top 40 Under 40 list on newsstands in Richmond to see Lou and their fellow honorees celebrated in print. Together, we can ensure that Ashland continues to thrive under the visionary leadership of trailblazers like Lou Keeton in the Center of the Universe.