BY EMMA SCHKLOVEN, THE NEWS & ADVANCE – June 26, 2019
Two Nelson County businesses have teamed up to once again host Rock the Ridge, a weekend of music in support of a good cause.
The event — which is spread over two afternoons, kicking off Saturday, June 29, 2019 at Valley Road Vineyards in Afton and concluding Sunday, June 30, 2019 at Bold Rock Hard Cider’s Nellysford location — is meant to champion the Blue Ridge Area Food Bank.
“We wanted people to come out and enjoy not only the views of the vineyard, but the views of the Rockfish Valley,” says Barbara Joynes, director of marketing for Valley Road Vineyards. “… And then, what’s better [than] … to support a local nonprofit that everyone can really get behind? Ending hunger.”
This will be the fourth time Valley Road Vineyards has hosted Rock the Ridge and the second time Bold Rock has participated as a partner.
Each venue has organized different musical acts. The Crozet Jam Band and singer-songwriter Will Overman perform at Valley Road while New Orleans-style bluesman Adrian Duke and Charlottesville jazz combo the Charles Owens Trio will play at Bold Rock.
Valley Road has “a little bit more of an Americana-type [sound], and then we’ve got a really bluesy, soulful day planned for Bold Rock,” says Lindsay Dorrier III, director of new business development at Bold Rock. “So, we’re sort of touching on a couple different genres as well as touching on a couple different locations and a couple different beverage styles.”
Charlottesville food truck 106 Street Food will also be onsite at both locations.
Previous Rock the Ridge events have raised a total of approximately $2,200 for the nonprofit, says Millie Winestead, director of development with the Blue Ridge A
rea Food Bank.
While this number may not seem that large, Winestead says its impact has a rather long reach.
“Through community partnerships, through economies of scale, through the use of volunteers the way we do … we are able to take [a] $1 donation and basically with that provide enough food for four meals,” she says.
More than that, Winestead adds, the awareness Rock the Ridge brings to the food bank is just as, if not more, important than the monetary contribution.
“Not only may they be reaching people interested in getting involved, whether that be through donating their financial support or their voice or their time … the awareness may be helping us reach someone that needs our help and doesn’t know it’s available,” she says.
Emma Schkloven covers arts and entertainment for The News & Advance. Reach her at (434) 385-5489, and follow her on Twitter and Instagram @byEmmaSchkloven.