The Downtown Ashland Association (DAA) is thrilled to announce the promotion of Louise Keeton to Director of Operations. Since joining DAA as Marketing Director in March 2023, Keeton has played a pivotal role in elevating the organization’s presence, earning over nine million media impressions and increasing digital media engagement by an astounding 700%. Their innovative event planning efforts have drawn more than 35,000 visitors to Downtown Ashland, solidifying the town’s reputation as a vibrant and welcoming community hub and one of the top mainstreets in America.
In their new role as Director of Operations, Keeton will oversee the planning of beloved community events such as Ashland Train Day, Ashland Halloween, Light Up the Tracks, and Ashland Fourth Fridays. Additionally, they will lead DAA’s marketing initiatives, representing the organization across TV, radio, social media, and print, with a focus on making Downtown Ashland a premier destination for both locals and visitors.
"Appointing Keeton as Director of Operations is the best decision Downtown Ashland Association has ever made," said Executive Director Coach Antonio Miller.
Keeton’s connection to Ashland runs deep, having moved to the town in seventh grade. Their passion for the community was evident from a young age, as they eagerly volunteered with the Ashland Variety Show, the Ashland Theatre, and other local initiatives. This commitment to the arts and community engagement ultimately led to the founding of the Whistle Stop Theatre Company, a non-profit organization that has become a cornerstone of Ashland’s cultural landscape.
Under Keeton’s leadership, the Whistle Stop Theatre Company has spent over a decade earning widespread recognition, including being named “Best of Richmond” “ and “Women in the Arts” by Style Weekly readers. Two of Keeton’s original plays have been published by YouthPlays, and their production “Cinderella: The Fairy Godmother’s Tale” was featured in the New York Children’s Theatre Festival. The Whistle Stop Theatre Company, a family-run, volunteer-based organization, has been praised for its dedication to providing quality entertainment that empowers, educates, and inspires audiences to develop their skills in empathy, literature, history, and imagination.
Reflecting on their journey, Keeton shared, "Ashland has been the center of my universe since childhood. From the moment I became an Ashland resident, my neighbors made me feel safe, seen, and embraced. I want everyone to feel so welcome in downtown Ashland. It is truly a dream job to be able to plan events and marketing on behalf of downtown Ashland."
Before joining DAA, Keeton honed their skills in brand amplification, digital growth, and content creation. Their tenure as a Digital Producer at Virginia’s Home for Public Media (VPM) was marked by numerous successes, including the development of innovative strategies to transform radio, podcast, and television content for social media. Keeton’s work at VPM garnered significant recognition, with their strategies being highlighted in Current’s “Local That Works,” PBS Tech Con’s “Steal This Idea,” and in Regional Edward R. Murrow Award prizes for Excellence in Innovation and Excellence in Social Media for three consecutive years. Keeton’s strategy for VPM’s Instagram grew the audience by over thirteen thousand followers.
Keeton’s impressive career trajectory, coupled with their deep commitment to the Ashland community, makes them an invaluable asset to the Downtown Ashland Association as they step into this new leadership role.
None of these efforts would be possible without the support of the community. To contribute to the continued success of Downtown Ashland Association, please consider making a tax-deductible donation at AshlandVirginia.com/giving