Harrisonburg Launches 'Love Local Week' Giveaway to Boost Downtown Businesses

The $4,000 prize pool aims to reengage the community and drive foot traffic to local shops and restaurants.

Published on Feb. 25, 2026

Got story updates? Submit your updates here. ›

Harrisonburg Downtown Renaissance is hosting 'Love Local Week' through March 1, offering shoppers a chance to win up to $1,000 in 'Downtown Dollars' when they spend $25 or more at participating local businesses. The goal is to boost foot traffic and sales at independently owned shops and restaurants in the downtown area.

Why it matters

Small businesses in downtown Harrisonburg have faced challenges in recent years, and this promotion is designed to remind residents of the importance of shopping locally to help these businesses continue to thrive. By offering significant cash prizes, the campaign aims to reengage the community and drive more customers to the downtown district.

The details

As part of 'Love Local Week,' Harrisonburg Downtown Renaissance is giving away a total of $4,000 in 'Downtown Dollars' that can only be spent at participating local businesses. Shoppers who spend $25 or more can enter to win prizes ranging from $50 to $1,000 in Downtown Dollars. The organization's director of marketing, Emily Winter, says the campaign is about more than just the giveaways - it's about encouraging residents to support their local downtown businesses.

  • Love Local Week runs from February 25 through March 1, 2026.

The players

Harrisonburg Downtown Renaissance

A non-profit organization dedicated to revitalizing and promoting the downtown Harrisonburg area.

Emily Winter

The director of marketing for Harrisonburg Downtown Renaissance.

Got photos? Submit your photos here. ›

What they’re saying

“We are definitely here for you. We're here to help and listen — to do things like this to help reengage the community.”

— Emily Winter, Director of Marketing, Harrisonburg Downtown Renaissance (WHSV)

What’s next

Organizers say the campaign will conclude on March 1, 2026, when the $4,000 in Downtown Dollars will be awarded to lucky winners.

The takeaway

This promotion highlights the importance of supporting local businesses in downtown Harrisonburg, and demonstrates how community organizations can creatively engage residents to drive foot traffic and sales at independently owned shops and restaurants.