Growing up on a family farm in Botetourt County, Candace Monaghan and her family worked the land and tended cattle as a team. When 20 acres of the farm became the epicenter for the annual Beaver Dam Farm Sunflower Festival, a need to expand that team prompted Candace to bring in the Greater Roanoke & New River Valley SBDC.

“We’ve been a family farm since 1900, my great-grandfather, grandfather, father, myself and siblings, and so on; so it’s always been a huge part of my life,” Candace says.

As a child on a dairy and cattle farm, Candace grew up milking cows and bottle-feeding calves, but she also harbored an interest in the arts. She went on to study graphic design at Virginia Western Community College and, after graduating, launched Candace Monaghan Design where she designs marketing materials.

And when Candace’s father planted Beaver Dam Farm’s first sunflowers in 2015, Candace’s creative, entrepreneurial mindset saw potential. She organized the first Beaver Dam Farm Sunflower Festival in 2016, and the annual event has since grown to cover multiple weekends, draws more than 20,000 people and 100 vendors, and won a Blue Ridge Golden Star Award.

All of that foot traffic created a significant revenue stream for the farm, but also a need for business and marketing expertise. In 2019, with the event growing in scope and attendance each year, Candace connected with Greater Roanoke & NRV SBDC Business Advisor Heather Fay. Heather helped Candace and Beaver Dam Farm Sunflowers, LLC secure a $20,000 Virginia Tourism Corporation (VTC) Grant and provided a guiding hand in 2021 when Candace won first place at The Gauntlet, a prestigious Virginia business competition.

The SBDC has also guided Candace to new marketing opportunities for the festival, ranging from advertising to digital media and public relations. The two continue to collaborate through the GrowthWheel Peer group Heather facilitates. They are currently planning for the sunflower festival’s 10-year anniversary in 2025.

“When I have an idea and think, ‘Oh my gosh, this is the best idea ever, that’s when I’ll meet with Heather,” Candace says. “Then she’ll come back with another amazing idea that I hadn’t thought of. It’s just a highlight for all of us to be able to meet monthly and discuss what’s going well and what’s not going well.”

Along with the anniversary planning, Heather and Candace are currently collaborating for the upcoming “Agripalooza,” a brainchild of Heather’s that will connect agriculture, technology and tradition in the Greater Roanoke and NRV SBDC’s coverage area.

“Heather has helped me so much,” Candace says. “From applying for the Virginia Tourism Grant every year to advertising opportunities and just somebody to share ideas with.”