What We Do

As a Main Street America™ Accredited program, the Luray Downtown Initiative is a recognized leading program among the national network of more than 1,200 neighborhoods and communities who share both a commitment to creating high-quality places and to building stronger communities through preservation-based economic development. All Main Street America™ Accredited programs meet a set of National Accreditation Standards of Performance as outlined by the National Main Street Center.

Our Mission

Working together to increase the economic vitality of our downtown.


Our Vision

A prosperous downtown that welcomes residents, entrepreneurs, and visitors to engage in a thriving Main Street community full of unique shops and restaurants, live entertainment, thriving businesses, natural beauty and inspiring history.

Program Director – Jackie Elliott

Jackie Fox Elliot was born and raised in Luray. She started her sales and marketing career in radio in 1983 at WLCC/WRAA the original radio stations in Luray. Jackie worked for many years as a local, regional and national sales manager throughout the Shenandoah Valley. After moving back to Luray in 2003, she took a position with The Page News and Courier, where she worked for 16 years.

Jackie is a mom of two sons and a daughter and has four grandchildren.

“I am so excited to start this new chapter in my life. I have so much love and pride for my hometown of Luray. I am looking forward to working with businesses that I worked with in the past and getting to know and work with the new faces on Main Street.”

Our office is in the Chamber of Commerce/Visitor Center building at 18 Campbell St. Stop by and say hi!

Main Street Links

Board of Directors

Members of the Board represent a cross-section of community leaders and businesses owners.

Current Board members are:

  • Jenny Good, Pioneer Bank
  • Alesia Painter, Hawksbill Trading Company
  • Cathie Miranda, The Pottery Lady
  • Lynette Shenk, The Valley Cork

Please contact Luray Downtown Initiative, if you are interested in becoming a board member.

Executive Committee

  • Director: Jackie Elliott
  • President: Paula Kibler, Edward Jones Investments
  • Vice President/Treasurer: Sherri Haley, Racey Engineering, PLLC
  • Secretary: Christine Caldwell, Andersen Doors & Windows


The Luray Downtown Initiative has recently reached 2 major milestones in its 13 year history of preservation and economic development on Main Street.

  • The Luray Downtown Initiative and the dedicated volunteers have contributed more than 25,000 Volunteer hours since 2004.
  • The accumulated volunteer hours equate to more than $650,000 in support of downtown revitalization.
  • The Luray Downtown Initiative and The Town of Luray have created the climate for more than $15 million In private investment, resulting in substantial new business and job creation and the preservation of downtown’s vitality for generations to come.

Benefits of a local Main Street program include:

  • Enhanced community pride and quality of life, protection and use of historic assets in town, increases collaboration between public and private sectors in order to attain common goals, and grows existing businesses, attracts new ones and reinforces other economic development activities.


Get Your Volunteer-Application Form Here

Here at the LDI we have 4 new committee groups YOU can be a part of. Serving on a committee is a great way to get involved. It requires some time commitment and a whole lot of passion. You will meet so many new friends and become a part of the revitalization team in Luray.

Administrative Committee

This group sets the strong foundation for the organization including maintaining our records, by laws and finances.

Design and Business Relations Committee

This group has a commitment to making the most of our community’s unique sense of place and existing historical assets, harnessing local economic opportunities and creating a supportive business environment.

Marketing and PR Committee

This group creates our brand, maintains our vibrant communication vehicles such as social media, website and print.

Events and Fundraising Committee

This group plans and executes our annual events that support downtown and leads our campaign for giving to LDI year- round.