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Highland natives celebrate 20 years in business
BY JAMES JACENICH • STAFF WRITER
 | | Dayton Farmers' Market celebrated 20 years of operation in June. Market building owners (l-r) Ron Williams, Paige Will and Steve Bird - WBW Enterprises - stand outside Williams' store, one of more than 20 privately owned businesses at the market. Williams and Bird are Highland County natives. (Recorder photo by James Jacenich) |
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DAYTON - Highland County leaders have made increasing efforts to improve the odds for resident entrepreneurs and younger generations who hope to start their own business some day. As that focus sharpens, two former residents reflect on how they took a start-up idea 20 years ago and turned it into the highly successful Dayton Farmer's Market.
Ron Williams, formerly of Mill Gap, and Steve Bird, formerly of Hightown, attribute their achievements to the work ethic they learned growing up in Highland County.
In 1987, the men and their wives formed a partnership - WBW Enterprises - and leased a building in Dayton that had been a grocery store. They owned property nearby and wanted to clean up the old building. "This place was a mess," said Will. "We lived too close to it not to want to clean it up. With the location, we knew we could do something with it. We could make a little money."
A friend, Oren Heatwole, suggested, "Why don't you put this place into a farmers' market?"
A few weeks later, the couples decided to go for it.
The men went to Lancaster, Pa., to do research, contacting shop owners, and by first weekend in June 1987, eight shops opened at the market in 12,000 square feet.
"It was a hit from the get-go," said Williams.
Two years later, the market expanded into an adjoining 8,000 square feet. Then in the early 1990s, the partnership got the last of the square footage and bought the building. Today, more than 20 shops lease space in market, which operates three days a week - Thursday through Saturday - with extra days during the Christmas season. "We get 5,000- 6,000 visitors per week during holidays," said Williams.
The farmers' market has been awarded "Best in the Valley" by the Rockingham-Harrisonburg Chamber of Commerce, and WBW Enterprises were the 1994 chamber of commerce entrepreneurs of the year.
Not only do these two couples exempify the spirit of an entrepreneur, they also make it possible for others to pursue their own ideas in retail sales.
"A lot of people have an opportunity to run their own business (here)," said Williams, who says he is thrilled when new owners thrive.
"If we had been doing this for money we would have gotten out of this a long time ago," said Bird.
"We had other jobs - absolutely," Will added.
The market houses a variety of shops specializing in everything from fresh meats to toys, and clocks to lamp shades.
"One of the biggest things we have is food, kitchen and specialty items," said Williams. "Mostly what we have is trying to satisfy the market, the desires of people."
"Every shop here, the whole business, is unique," said Will. "Every business has to make it on three days a week, nine hours a day. The candy shop, Stauffer's, she makes her own candy. Her mother had a shop in Lancaster, Pa. Elaine (Stauffer) came in here and had to have a space. She has been a real example of what everybody else has been able to do here. If you have something unique, you don't have to be a convenience store open 24/7."
"One of our goals was to make it a special occasion to come to the market," said Bird. "You have to almost plan to come."
"The food service owner (Hank's sells hot and cold sandwiches), it's not a gold mine, but it's a nice little silver mine," said Will.
"Jim Milton's Jerky Shoppe (next to the restaurant), sells jerky on site," said Williams. "How can someone prepare jerky and be successful? It's unbelievable the success he's had. He's sold his recipe. He's involved with Cabela's (the sporting goods chain store)."
The success of Dayton Farmers' Market entrepreneurs comes from hard work and dedication, said Williams. "You have to have a work ethic. You work 12 hours a day until you get established. And you've always got have your glass half full rather than half empty."
Will added, "You have to treat people right. Treat people the way you want them to treat you. If you get too selfish, you'll fail."
Williams concluded, "Work ethic, do what's right, and the three most important things to be successful: location, location, location. This location is a huge part of our success. Even if you have a good idea you have to have the right location."
The market is on Route 42 in Rockingham County, between Bridgewater and Harrisonburg, several miles from Interstate 81, but its owners say Dayton is a special place that attracts visitors looking for a slower pace of life and simpler ways. "This is a Mennonite community," said Will.
"That's a huge plus for us," said Williams.
Williams, 62, said his upbringing in Highland County contributed to his success as a businessman and landlord. Williams graduated from high school in 1963 (the last class at Monterey High School) and went to Virginia Commonwealth University. He was in the Army from 1967 (the year he graduated from VCU) to 1969. Then he went on for a master's degree in human resource management.
Bird, 60, graduated from high school in 1965, went to Virginia Polytechnic Institute, and then to Vietnam with the Army from 1969-71.
"Growing up in Highland helped prepare me for life," said Bird. "What you worked for is what you had." He said the Highland work ethic made him successful in life.
Will, 74, has worked in the furniture business in retail sales, and has been involved with commercial and residential buildings. He has built around 10 houses for Habitat for Humanity. He served two years in the Coast Guard Reserve in the 1950s.
Bird and Williams married sisters Ann and Sue Judy of Moyers, W.Va. The sisters' parents, Byron and Igurna Judy, owned property in Highland County and the family frequently visited. The Williamses and Birds live next door to each other on the hill near the market. "We are a team of six," said Williams. "Our wives are actively involved in the decisions we make."
And their roots in Highland, they say, gave them what they needed to get started.
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