The cost of keeping Small Town Summer free in its ninth year
“More than anything, Small Town Summer is the Town’s way of saying ‘thank you’ to our residents. We recognize the support our community provides throughout the year, and the series is an opportunity to give something back by offering free, high quality entertainment that everyone can enjoy.”
Small Town Summer went off without a hitch on Thursday, July 30, for the event’s fifth night of its ninth season. The crowd clapped to the music performed by Willie Williams Band and then DownRiver Collective as children dodged foam from a foam blaster behind the stage.
The Small Town Summer Music Series is primarily funded by the Town of Floyd and hosted in Warren G. Lineberry Park on every other Thursday at 6 p.m. during summer months.
The Town of Floyd budgeted $65,000 to support the seven-night series for this year, according to Town Manager Andrew Morris. Additionally, the Town has successfully applied for Virginia Tourism and Marketing grants over the past few years, receiving anywhere between $3,000 and $4,000 annually to offset any marketing expenses the event may bring.
The remainder of the funding comes from the Town of Floyd’s budget for the year and sponsorships. Lead Sponsors for 2026 include Skyline National Bank, Carter Bank, EdgellBIM, Citizens, Virginia is for Lovers, Streamline Timberframe, and Virginia Commission for the Arts.
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DLP Concerts, owned by Dylan Locke, is contracted by the Town of Floyd to provide event production services for the music series. As part of the agreement with the Town, DLP Concerts identifies, books, and coordinates with bands, including securing performance dates.
While the total cost of each event is not always the same, it is balanced across the total budget each year, Town Manager Morris explained.
Along with performances by the bands, the Kids Zone has been an established staple, often set up with volleyball nets, face painting, a foam blaster, inflatables, petting zoo, and even the Montgomery-Floyd Regional Mobile Library bus for the July 30 event.
The evening's sponsor for the Kids Zone was Floyd Xpress Market, along with the other Kid Zone sponsors for the season: Phoenix Hardwoods, El Charro, Harvest Moon, The Floyd Country Store, Finn Graphics, and Cocoa Mia.
“As a lifelong resident of Floyd County, and a father, it’s always an honor when the opportunity comes to give back to the community and focus on the kids,” said Dustin Hollandsworth, manager of Floyd Xpress Market. “Small Town Summer is a great asset to our community, and I commend everyone involved. I’m proud to be a part of this event and look forward to continuing this partnership going forward.”
Kids Zone sponsorships are $500 for the season. The Town has kept the same Kids Zone sponsorships for the last two years, according to Morris, when Kids Zone was established as a part of the event.
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As the event heads into its 10th season in 2027, the Town is always looking to improve the events, as it's a learning experience each year.
“We are always evaluating what worked well and identifying ways to make the experience even better for attendees, performers and our community partners,” Morris adds. “While this year’s series has been very successful, we believe there is always room to grow, and we’ll use what we’ve learned to make next season even stronger.”
The Summer Series concludes in August with American Aquarium and the Deer Run Drifters performing Aug. 13 and A Honky Tonk Dance Party with the SWVA Honky Tonk All-Stars and Jesse Smathers and Nick Goad on Aug 27.
“More than anything, Small Town Summer is the Town’s way of saying ‘thank you’ to our residents," Morris said. “We recognize the support our community provides throughout the year, and the series is an opportunity to give something back by offering free, high quality entertainment that everyone can enjoy.”
