4. THE OPPORTUNITY
LARGE TRENDS TO CAPITALIZE ON
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We underwrote the Loudoun County buyer profile we expected to
come out of the downturn:
• Highly educated – 58% BA or higher
• Highest HH income in THE COUNTRY - $119k
• Quality of schools important
• Concerned about the food chain…source, distribution, and quality
• Focused on health and recreation
• Seeking meaningful connections to family, friends, and nature..a simpler life
• Want to live in a “real place” with a true sense of community
5. THE OPPORTUNITY
POSITIONING WILLOWSFORD
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• 4 Distinctive Villages Interconnected Within
the Framework of One Community
• Reject Northern Virginia “Sameness” and
Create a Community True to The History,
Culture, and Traditions of Loudoun County
• Defining Features
• Lots Sited within “agricultural theaters”
• 2,000+ Acres of Open Space Managed in a
Conservancy
• Willowsford Farm and Culinary Focus
• 45+ Miles of Multipurpose Trails
• Unique Amenities—Camp Sites, Sledding
Hills, Tree Houses, Fishing Piers
• Repurposed Materials
• Education and Lifestyle Programming
6. IMPLEMENTATION
MANAGING 2,000+ ACRES OF OPEN SPACE
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• Established by Founder in 2011
• Long-term steward of the approximate 2,000 acres progressively
dedicated to the Conservancy as the community develops
• 501(c)4 Structure
• Example of Virginia Piedmont countryside to be privately owned,
managed and maintained in perpetuity as provided for in the
Community Covenant
• Conservancy is separate from the HOA
• Supported by Community Enhancement Fees paid upon transfer
of title, earned income from farming and other Conservancy-
supported activities, annual assessments and through grants,
contributions and sponsorships
• Beneficiaries include the Willowsford residents whose quality of
life is enhanced, the greater community whose rural landscapes are
maintained, and the diversity of wildlife and their habitats which
are sustained
7. WILLOWSFORD FARM
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• 300+ Acres
• 150+ varieties of fruits and vegetables
• Small livestock—laying hens and
chickens for poultry
• Goats for mowing
• Bees for honey and pollination
• Weekly CSA Program
• Veggie
• Egg
• Flower
• Chicken & Meat
• Milk & Bread
• Kombucha
• Market Stand Open 3 days a week—May
through November
• Value-add Products
• Educational programming and farm
events
10. WILLOWSFORD FARM MISSION
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• To support our community with food that is
healthy and tastes great
• To keep our land open, accessible, and productive
• To enhance the environmental and agricultural
resources of Willowsford and the watershed we
reside in
• To integrate the farm into the fabric of the
Willowsford community
o Serve as a social and educational resource for the
community
o Encourage all members of the community to
make healthy lifestyle choices, particularly in
regard to the food we eat, our relationships with
our home, and the activities we participate in.
Property acquired in 2009; Willowsford team and concept established in 2010; community opened for sales in October 2011
4 non-contiguous villages totaling approximately 4,125 acres
36 miles from Washington DC, West of Dulles Airport
2 villages north of Rt. 50; 2 villages south of Rt. 50
Located in the Transition Zone Between urbanized eastern Loudoun and Rural western Loudoun
Formerly planned for 15,000 units and a golf course
Little appetite for rezoning
Developing by-right—all single family
50% of property set aside in open space
Loudoun has a strong agricultural heritage
Willowsford had and was using parcels for agricultural uses
Conducted focus groups
2010 market was still very cautious
Can’t give this to an HOA…way too much to manage
This is in addition to the HOA
Also allowed us to raise money which is more problematic with HOA structure
Conducted soils test
Identified best fields for production and livestock
Seasonal Eating / Locavores
Even if CSA isnt for you, you can have your own local, fresh grocer in your neighborhood
Young Farmer Movement
Very well educated
Don’t have land, we do – Conservancy eliminates the risk of losing the land
Passionate, want to make their mark on the farm
Housing essential
Give them “ownership” and free reign—Staff of The Willowsford Conservancy
Responsible for developing business plan – self sustaining in 5 years
Young Farmer Movement
Very well educated
Don’t have land, we do – Conservancy eliminates the risk of losing the land
Passionate, want to make their mark on the farm
Housing essential
Give them “ownership” and free reign—Staff of The Willowsford Conservancy
Responsible for developing business plan – self sustaining in 5 years
Farm practices revolve around Holistic Farming, meaning we work with natural processes that allow us to grow strong and healthy crops with few off-farm inputs.
We strive to farm holistically, meaning we work with natural processes that allow us to grow strong and healthy crops with few off-farm inputs.
Farm is 1/5 the cost of a golf course
Conducted soils test
Identified best fields for production and livestock
Seasonal Eating / Locavores
Even if CSA isnt for you, you can have your own local, fresh grocer in your neighborhood
Chef Bonnie Moore is Willowsford’s Culinary Advisor, worked on kitchens and developed the culinary program
Works closely with Mike to bring in vendors that meet the same standards
Mainstream community, programming commensurate with the expertise (101)
Children developing a whole new vocabulary around food…Bok Choi, Kale,
Newsletter shares historic origins of food, how to prepare and preserve, and recipes
Culinary classes take the food from the farm into the kitchen
From basic cutting classes to full course meals
Integrating recreation with food is a core tenant of Willowsford’s ethos
Farm has been a major differentiator in the market
“Pop up” Farm and Markets—beware of the marketing gimmick, bringing stuff in from offsite
Takes a great deal of commitment and capital to invest if you want to do it right
Goal is to grow for our residents—1/3 today; ½ is our goal…ultimatley, we’d like to see our homeowners all be CSA members or connect with the Market