In recent years, the Virginia tourism corporation has taken a new and creative approach to its beloved branding campaign with its LOVEworks program. This state-wide initiative encourages Virginia towns and communities to create large scale works of art that spell out the word L-O-V-E.
Chances are if you live in the state of Virginia or even if you are just passing through you have heard the slogan “Virginia is for Lovers.” The well-known and catchy tagline that we are all familiar with made its debut in 1969 when the Virginia State Travel Service featured it in an advertisement in Modern Bride Magazine. With love being a popular motif of the 60s, state officials and the state’s tourism services decided to officially adopt the phrase in an effort to connect with young adults and raise their interest in state tourism. Tourists loved the theme of love so much that the slogan has stuck around for the last 50 some years.
In recent years, the Virginia tourism corporation has taken a new and creative approach to its beloved branding campaign with its LOVEworks program. This state-wide initiative encourages Virginia towns and communities to create large scale works of art that spell out the word L-O-V-E. The idea is that these works of art will prompt interaction and engagement from visitors. The eye-catching displays are popular photo spots and often serve as backdrops for family photos, engagement photos, wedding photos, selfies and more. In its first year the program sparked the creation of 16 signs. Since then, more than 200 works have been built around Virginia.
The Northern Neck and Middle Peninsula areas house 14 such LOVEworks projects and all of them are unique works of art that reflect the communities they represent.
The town of Montross in Westmoreland County debuted one of these LOVEworks in 2017. The work was painted by artist Melanie Stimmel Van Latum while the design concept was developed by Montross Town Manager Patricia Lewis and her husband. Each letter celebrates traits and features that characterize the town and the community. The “L” is painted as a waterman’s boot, in recognition of the rich history of waterman and fisherman that have made a living on the waters of the Potomac. The “O” is an oyster, which highlights the area’s various dining opportunities and its ties to the Virginia Oyster Trail. The “V” is a shark’s tooth in reference the the areas beaches which serve as popular spots for artifact hunters of all ages. The “E” features a bottle of wine, grapes and a corkscrew in recognition of the many vineyards and wineries in the area and its ties to the Chesapeake Wine Trail.
Across the Northern Neck, in Northumberland County near Burgess, another LOVEwork has been created at the Northern Neck Farm Museum. This bold work of art was designed by a local student by the name of Jamel Brown and is sculpted from iron. The design features a realistic painted ear of corn with the word LOVE written in bold red letters. The sign pays homage to the area’s roots in farming and the rich history of agriculture that has been prominent since the American Indians first began cultivating crops and practicing self sustenance farming in the area.
Across the river at the Deltaville Maritime Museum is one of the states largest LOVEworks projects. The sign is in simple block letters and is a bright “Patriot Red.” The letters of the sign measure over 8’ tall and 4’ in width. The center circle of the “O” is large enough that two people can sit in it.
The Inn at Tabbs Creek in Mathews also features one of these LOVEworks. The work is mounted to the back of one of the buildings on the property and is made completely of found objects representing the history of the property and the culture of the area. The “L” has been created using crab pots that have been donated by local waterman. The “O” is made from an old shed door and windows that have been salvaged from the original house of the property. The “V” is a pair of window shutters that has also been salvaged. The “E” is composed of old donated buoy floats. A paddle board is placed underneath representing the popular sporting activity. The sign is open to the public during daylight hours, but visitors are asked to respect the privacy of guests. The piece is also visible via watercraft from Tabbs Creek.
All of these locations encourage visitors to take and share photographs. Virginia’s official tourism site virginia.org/love also encourages participants to create their own “LOVEworks” and to share them to social media using the tag @visitvirginia with the hashtag #LoveVA! The Rivah Visitors Guide would love to see your photos of local signs or your own love creations. photos may be sent to rivah@rapprecord.com.
Other LOVEworks pieces in the Northern Neck can be found at:
Dockside Restaurant, Colonial Beach
On the beach at Colonial Beach
Montross Brewery, Westmoreland County
Warsaw Town Park Richmond County
Ma Margaret’s House B&B, Northumberland County
Kilmarnock Main Street, Lancaster County
Allure Art Center, White Stone
LOVEworks pieces can be found in the Middle Peninsula at:
NN Burger, Tappahannock
Urbanna Town Marina (This work is portable and moves throughout Middlesex county.)
Lt. General Lewis B. “Chesty” Puller Park, Saluda
Information courtesy of Virginia.org and the Virginia Tourism Corporation
