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When Vienna’s small businesses lost their local chamber of commerce, Peggy James helped build a replacement—and spent more than a decade turning it into a network connecting merchants, nonprofits and residents.
James is the founding executive director of the Vienna Business Association, where her work has ranged from helping new merchants navigate business launches to creating partnerships between restaurants and community organizations.
The association traces its beginnings to 2012, when the Vienna-Tysons Regional Chamber of Commerce moved from Vienna to Tysons Corner. Without a chamber focused specifically on the town, local business partners Kathy Georgen and the late D.H. Scarborough led an effort to establish a new organization representing Vienna’s largely small and locally owned business community.
James joined as a founding board member and became executive director at the outset. Her goals included giving local businesses a stronger voice and expanding opportunities for education, networking and camaraderie.
Accessibility became a central principle. The association has sought to keep membership rates low and relatively flat so businesses of different sizes can afford to participate.
Building a local business network
Serving as the Greater Vienna Community Chamber of Commerce, the association promotes economic growth through marketing, networking and professional development. Its “Shop Local, Shop Vienna” campaign encourages residents to support nearby businesses.
A weekly email featuring member promotions, openings and events reaches more than 4,000 people in the greater Vienna area. A Friday breakfast group allows participants to explain their services and refer customers to other members.
The association also holds monthly meetings with guest speakers and mixers hosted by local businesses. Through its member website, businesses can advertise events and job openings, publish news releases and share special offers. Welcome kits for new Vienna residents include coupons and promotional materials from participating businesses.
Partnerships between companies and nonprofits are another priority. The association supports dine-out events, retail fundraisers and other efforts that pair businesses with charitable organizations. Its membership stands at about 265 businesses, including 45 nonprofits.
Events draw thousands into Vienna
The association’s most prominent public event is Vienna Oktoberfest, which has reached its 16th year. Presented with the Town of Vienna on historic Church Street, the free festival runs from 11 a.m. to 7 p.m. and regularly attracts about 25,000 people.
The event includes local beer and wine, multinational food, vendors, children’s activities and live entertainment on three stages. It also features a business expo and a marketplace for vendors and artisans.
Other association-backed activities include the annual Vienna Halloween Parade on Maple Avenue, the Get Healthy Vienna! wellness expo, an online holiday guide updated throughout the season, mixers and member luncheons. Businesses can participate through sponsorships intended to increase their visibility in the community.
The network stayed active during the pandemic
When the pandemic disrupted commerce and public gatherings, the association created an online holiday shopping guide and a COVID-19 resource page. It also worked with town officials on “road to recovery” webinars and launched the Vienna VA Business News Facebook group.
Despite the pandemic, the organization added 57 members.
One initiative organized with Caffè Amouri, the Feeding Families 5K, raised more than $10,000 while supporting area restaurants and providing food for 368 families. The association also helped stage Vienna’s Halloween Wave Parade, which traveled through neighborhoods when the traditional Maple Avenue gathering could not take place.
A partnership with Vienna VA Foodies further supported restaurants while addressing food insecurity.
James continues to lead a free “Maximize Your Membership” session on the final Wednesday of each month. Her work has made the association more than a conventional business group: It has become a meeting point for Vienna’s merchants, nonprofit organizations and residents.