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Best of C-VILLE Living Tales of passion

Ryan DeRose: A beautiful mind

You can usually find Ryan DeRose, founder of the digital creative agency Vibethink, standing in front of one of the giant white boards in the company’s Downtown Mall office space, mapping ideas with a dry erase marker. The 27-year-old Western Albemarle High School graduate normally works 80-plus hours a week, all seven days. To say his work is his passion is getting it backwards. His passion is his work and his goals are so big they sound naive.

“What I’m passionate about is creating impactful ideas that move us as a human race forward, from an evolutionary perspective and also just from the innovation standpoint of making life better,” DeRose said. “Whether that’s helping other people realize their dreams or giving people a work environment that doesn’t kill their passion but gives them the stability that most people need to thrive.”

Less than a year ago, he started his company without a space, a single paid employee, or a major client. Today, he has eight employees and he’s built websites for two weekly newspapers (including ours), the International Bluegrass Music Association, and high-profile local businesses like Mudhouse.

How does a self-taught programmer with a background in outdoor education build a company in a year? That’s complicated. Rather, complex, a word DeRose prefers to describe the particularly ecological space his firm occupies in the business world. His answer is basically that he has spent his life to this point formulating and solving problems in a range of environments and then one day he realized he had a grasp on the complexity of the new nexus between web design, marketing, and social media.

DeRose grew in Free Union on 25-acres on the side of Fox Mountain in Peavine Hollow. “As a kid, you weren’t going to get out of those woods. You could walk all day,” he said. His grandmother, mother, and sister are all UVA engineers. His grandfather was an art director at a Madison Avenue ad agency, his father a master stonemason, and his brother a ceramics artist. The principles of ecology, design, and engineering are in his DNA.

But DeRose traces the beginning of his entrepreneurial success story to his decision to transfer to the University of Hawaii at Hilo during his sophomore year in college. He studied marine science and biology, worked at the W.M. Keck Observatory at the summit of the Mauna Kea volcano, surfed every morning, rode his skateboard around town, and generally learned how not to be a haole.

After a stint gathering teaching credentials and running an experimental outdoor education program for the Washoe Tribe of Nevada and California near Lake Tahoe, DeRose came home to start a similar program for the Triple C camp. He’d already begun tinkering with business ideas and web design. He formed a baby food company called Keiki Food, which was a marketing and technology innovation to flash pasteurize and vacuum seal whole fruits and vegetables so parents could make their own in bulk without the risk of salmonella and e. coli. It never went anywhere, but it was a sign of things to come.

He also created his first website, teaching himself enough flash to promote the educational idea of spontaneous evolution at Spontevo.com.

“The website was the way I could add credibility to a company as a sales tool on a low budget. I didn’t have money but I was young and I had time to build these things,” he said.

DeRose began tinkering with WordPress platforms in 2008, and, along the way, people started asking him to build websites. Lawyers, real estate agents, bands, friends. You know how it goes.

“People were just finding me through the grapevine and I was building my chops,” DeRose said. “But the whole time, the way I was able to do it was to talk to them about what was going to drive their business forward in the design process. And then I’d go home and try to figure out how to do it.”

Bluegrassnation.com and c-ville.com were his first big projects, but more have followed and now he has a whole team of marketers, designers, and developers who participate in his design-based processes. Which brings us back to the whiteboard, his palette. For DeRose, web design and digital marketing aren’t that different from his grandfather’s job on Madison Avenue, just more complex.

“The tech is just the tool. It’s the paintbrush and there are lots of canvases we can go paint. But when it gets right down to it, it’s two main things,” he said. “It’s the ability to solve complex problems through design-based thinking, and the ability to empathize, to understand what makes people do the things they do. From there everything else is just technical skill bases you’re using to affect change.”

Lucky for us, DeRose is also passionate about the place he chose to build his dream and about the type of people he wants on his team.

“Why not go to Silicon Valley? Or Seattle or Austin or New York?” he mused. “Charlottesville’s still under the radar. It’s still way cheaper to live here. I’m confident that if I needed to get a meeting with the mayor I could get it. That investor that’s untouchable in Silicon Valley because hundreds of people are trying to get to them is a phone call away. For whatever it doesn’t offer, it has all the opportunities you need.”

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Best of C-VILLE Living Tales of passion

Gloria Rockhold: Civic butterfly

Tango is the dance of passion: a gendered, structured improvisation of impossible closeness with fluid patternings that prioritize expression and intimacy, and the result of the collision of European and American cultures at the mouth of the Rio de la Plata. Maybe it’s no surprise then, that Gloria Rockhold, co-founder of the Charlottesville Tango Society, is also the product of cultural plate tectonics. Having split time growing up in Asuncion, Paraguay and Baton Rouge, Louisiana, she is, in her own words, “perfectly bicultural.”

Rockhold came to Charlottesville in 2000, first landing in the countryside before gravitating to town to take a job with Albemarle County Schools as a community engagement coordinator. Her arrival coincided with the growth of the area’s Latino community, and since then she’s been that community’s voice in the public school systems.

“I have startup energy. I can start any program. Give me all the problems and I’ll put them in a format that will work. You have to be both creative and organized,” she said.

Whether she’s in Southwood Trailer Park or Townwood Trailer Park near Hydraulic Road, Rockhold’s energy is out on the streets, so much so that her boss jokingly threatened to get her a T-shirt that just said “No” on it.

“I think my passion comes from bringing a child into an environment that he or she has never seen and getting this huge smile. That motivates me,” Rockhold said.

Rockhold’s latest plan is to start a two-week bridge camp at Agnor Hurt Elementary School for rising fifth graders. Bridge for fifth graders? That’s how her mind works. It’s like the scene in Ghostbusters where they cross the streams of their ray guns and it magically works out.

“I find something old’s that’s dying and I find these kids that it might inspire and we put them together to learn socialization, negotiation, numbers,” Rockhold said. “I think in many ways I mix my personal desires with the job. In a way I merge my passions.”

The most passionate thing about Gloria Rockhold is the way her life overflows from its vessel, bursts at the seams. She serves on the boards of the Charlottesville Free Clinic and Habitat for Humanity of Greater Charlottesville, as a committee member for the Charlottesville Democratic Party, as the chair of Creciendo Juntos, and she’s on the citizens action committee for the Office of the Public Defender. That’s in addition to her tango dancing and working and social butterflying.

And she does all of it with the style of the “precisely creative” dance she loves.

“I just want to mix people up,” she said. “That’s fun to me.”

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The Editor's Desk

Editor’s Note: The stories behind the faces

It’s easy to think you know someone’s story when you see him every day. Working on the Downtown Mall, I play that trick on myself all the time. I see people going to and from work, watch the expressions on their faces change through the week, mark how they sneak away from the job to catch a break, make a phone call, or size up the passers by.

Without noticing, I slip them into one of the slots in my card catalogue marked familiar, maybe one that was made for somebody in someplace I left behind a long time ago, and I think I know a little bit about what makes them tick without ever having heard their story.

I visited Charlottesville only three times before I moved here, despite the fact that I’d grown up only a few hours away. The first was a college visit that included watching a UVA soccer game and a trip to Monticello and Grounds. The last two were while my sister was at UVA law school, once for a fun weekend and the famous football win over FSU, and the last time for her graduation. She had a little apartment on First Street NE, right above where Hamiltons’ is.

This was 1996, around the time the subjects of this week’s feature, Bashir and Kathy Khelafa, moved to town to start their lives over again. I remember thinking how empty the Mall looked in the morning, that it seemed sort of like an abandoned movie set.  When you first encounter a place, it’s like meeting a stranger. I hear tourists who come Downtown for the first time say things like, “See, it’s just like a European square,” or “It’s like an old-fashioned Main Street, only nicer.” The Mall is our city’s face, a package people can contextualize without living here, a first impression. Bashir and Kathy’s story shows that you only have to break the surface to find that the people who make up the facade had to have deep moorings to turn the movie set into an intersection of culture, commerce, and community.

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Editor’s Note: The view from Babyville to Weddingville

Whoo whee. My wife delivered a healthy baby boy on Saturday. Talk about an experience that goes beyond where words can follow. You spend all that time waiting and preparing and in the final days before the birth, a hush comes over your life and then everything is distilled down to this one room. Life drips out second by second for half a day as your wife tries to push a tiny human into being against what seem like impossible odds, even though it’s the oldest trick in the book.

The team at Martha Jefferson was so good, in love with their jobs and their new facility and all the little babies, that I’ll never think of hospitals or doctors or nurses the same way again. I’m writing this as a new parent, sleep deprived in a lobby, scared and excited at the prospect of going home, but really grateful for my family, my neighbors, the hospital, the town we live in, even this old newspaper.

Some way down the Blue Ridge in North Carolina is Whiteside Mountain. To get to the top you hike up gradually from the west side to a ridge covered in laurel thicket, and then work your way through one of the many well-worn tunnels that dump you out, often all alone, onto the bald face of the highest cliffs on the Eastern Continental Divide.

There are just a few times in your life when the path takes you somewhere so high that you can look back at your past and forward at your future likes it’s all laid out beneath you, from a place that is itself so solitary and so beautiful that it gives you eyes to see all of what is good in the world and none of what isn’t. That’s what this weekend felt like for me, like coming out of the close laurel and looking up and down the spine of mountains that runs nearly the length of the continent my people have lived in for the past couple hundred years.

This week’s cover story on how Charlottesville turned into Weddingville, USA, touches on another one of those moments. I can look back and see my own wedding really clear from here. I even remember all the heartache about invitations and what food to serve and who would stay where. But mostly what I remember is singing a duet with my wife after dinner, because after the party is over, that’s what you’re doing for the rest of your life.

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The Editor's Desk

Editor’s Note: Another conversation about race in Charlottesville?

Our country was born proud with a guilty conscience. Its patriotism flowed not from the blood, the land, or a shared ancestry, but instead from a common commitment to a set of abstract principles: the right to life, liberty, and the pursuit of happiness. Even as the words were written down, though, our government and citizenry were perpetrating a breathtaking genocide on America’s first peoples and enforcing a system of slavery that violated every principle of human goodness.

Our town’s patron saint, Thomas Jefferson, the author of our scripted virtues, was a slave master whose second marriage was unconsecrated, because it was to a slave woman named Sally Hemings. Their children and children’s children helped build the city we live in. That’s all just to say that our origin story, nationally and locally, contains a paradox: Our pride and shame come from the same place, because through the course of our history we have treated some people as individuals and others as groups.

In the wake of the George Zimmerman verdict, President Obama delivered a kind of State of the Races address, which coming from our first black president, was incredibly brave. If you haven’t read it in its entirety, you should. Responding to the notion that we need to “convene a conversation on race,” he said, “I haven’t seen that be particularly productive when politicians try to organize conversations. They end up being stilted and politicized, and folks are locked into the positions they already have.”

Our city has been involved in a lengthy Dialogue on Race, and some positive things have come from it. But our generation has a different race problem than our parents’ one did. It is no longer legal to enforce racial inequality, but it will always be legal to be a bigot.  This week’s feature on the way the Episcopal Church has reacted to gay marriage shows how small communities founded on love and fellowship can evolve, from a place of strength, beloved traditions that contain guilty flaws.

Our country’s genius comes from its ability to deliver a free, if arduous, path to self-fulfillment. Our economic strength is built on self-interest. Our social fabric is knit together by a communal commitment to the individual ideal. If the right to a gun is guaranteed to all citizens, then so is the right to marriage.

The other thing the president said that’s worth remembering is that we are better than we have ever been before on the issues of racial and gender equality. We are the parents of our dreams. When our children fall, the world doesn’t end. When they excel, we celebrate.

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Editor’s Note: Soulcraft and the Blue Ridge

My wife and I moved to Charlottesville from the mountains west of Asheville, North Carolina, the narrow Tuckasegee River valley tucked between the Blue Ridge and Great Smoky mountain ranges that was the ancestral home of the Cherokee and one of the last strongholds of Appalachian culture. Apart from overflowing with natural beauty, it’s a land full of the ghosts and memories of how things used to be.

People who read this column regularly know I like to talk about 40-year problems, a reference to the fact that so many of the cultural questions posed in the late ’60s and early ’70s—racism, wars of intervention, tradition vs. progress, urban migration—are still the ones we’re wrestling with today.

My mother’s generation remembers the Foxfire books and the back-to-the-land movement, when people packed up from cities and suburbs and headed for the hills and hollers to get back in touch with a more authentic experience, to wrestle with the earth, and to build communities that hearkened back to the days of self-sufficiency and communal value systems.

A little bit up the road from here in the mountains of Central Virginia that spirit led people to Nelson County, where some of the protagonists of this week’s cover story on the Monticello Artisan Trail found their inspiration to master a craft that could earn them a living, but that, more importantly, would feed their souls.

These days, the pressure to commercialize what we love—to sell our stories, our voices, and our art—is intense. As consumers, it’s important to recognize the difference between the disposable, the extractive and the handmade, the conscientious. But I think it’s even more important to recognize that the people who dedicate their lives to learning timeless skills are sources of wisdom and reference points for who we are when you strip all the crap away.

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Editor’s Note: No answers for Trayvon Martin

“We are a nation of laws and the jury has spoken,” President Obama said in his statement responding to George Zimmerman’s acquittal in the killing of Trayvon Martin. Indeed. The president’s message to the American public was no doubt delivered to tamp down any larger race-based responses (the hypothetical riots that haven’t yet materialized) to the verdict. It reminded me that being a nation of laws requires a particular kind of trust in lawmakers that our country is losing.

Many commentators, including The New York Times, saw the jury’s decision as proof that stances carried forward by the NRA and other pro-gun lobbies, particularly concealed carry and stand your ground laws, are tantamount to deputizing a white majority to enforce its racial prejudices. Jelani Cobb, who blogged the trial for The New Yorker, said, “The most damning element here is not that George Zimmerman was found not guilty: it’s the bitter knowledge that Trayvon Martin was found guilty.” Trayvon Martin was guilty of being a black teenager with a hoodie, so George Zimmerman wasn’t guilty at all.

Democrats will see the Trayvon Martin case as an example of the end result of Republican madness. Republicans will see it as an example of the way Democrats push their unfounded agendas by manipulating the media. Almost no one will disagree, behind closed doors, that had Martin been white, he’d be alive. So the question posed to us as citizens of a nation of laws is what to do about it. And the answer will likely be—as this week’s feature demonstrates with regard to gun laws—that with race politics, abortion, immigration, health care, and all of the other serious social issues of our day, there is no middle ground remaining from which to start the conversation.

Is it that we have collectively given up our middles for the sake of our wings, or just that class identity is the only common ground left in our culturally confused and increasingly individualistic world?

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Editor’s Note: Are you a local or a native?

A week back or so, I had an interesting exchange with a woman who had grown up here. She was adamant that somebody who came from the county couldn’t say he was “a Charlottesville native,” citing, among other things, the Commonwealth’s practice of separating cities from their counties jurisdictionally and the distinct identity separations between the two locales. I grew up in Washington, D.C., born in Georgetown Hospital, swaddled and taken home to a crib on Capitol Hill. In high school, it was great sport for us city kids when someone from Arlington or Rockville said they were “from D.C.” So I understand the sentiment.

Nativeness is a poetic notion. It means that the sweat and blood of your forebears has mixed with the dust and seeped into your pores to create some kind of cultural memory in you that shapes the way you see yourself and defines your sense of place. Your accent and the cemetery are your bona fides, but there is no pure claim, unless you’re an enrolled tribal member, to being native. Localness is an even more slippery concept, the relational value of a set of concentric circles. Since the days of Localz Only, the idea has evolved into a marketing principle and a battle cry to resist the great metropolitan magnets that have drained their surrounding landscapes of power, youth, and personality.

Our city is growing fast, has been, and that kind of growth changes people’s ideas about place, identity, and boundary. Let’s say you grew up in Free Union or North Garden and you’re mountain biking in British Columbia and someone asks where you’re from? Or let’s say you grew up on Pantops and attended city schools? Maybe you’re a Double Hoo from Lynchburg who’s been in the city for decades. Or maybe you’ve only been here six years, but your two children were born at Martha Jefferson Hospital.

This week’s feature is a fun change of pace, a kind of photographic scavenger hunt to test your local cred. It’s a reminder, also, that while everybody is born somewhere, being from a place is about choosing where you settle.

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Editor’s Note: Learning about life in the kitchen

My first job out of college was waiting tables at a French bistro near Columbia University in Upper Manhattan. The place was like the U.N. The owner was an Israeli, the head chef a Parisian-Algerian, the dishwasher a Mexican from Guerrero. The bartender was from Dublin, and we had waiters from Delhi, Walbrzych, and Tel Aviv.

It was the perfect scenario for an American boy, wet behind the ears, to learn the way of the city. I often worked double shifts, during which I’d arrive at 10:30am to haul ice, set up chairs, fold napkins, fill ramekins with butter pats, and slice bread, before I got sucked into the vortex of lunch and dinner service. Because I was the youngest, I became a kind of mascot, and it was not unusual for one of the chefs to serve me up a plated special before the first shift in addition to the staff meal between shifts—Kadir’s couscous and vegetable ragout and Jose’s impromptu chili powder beef stew with fresh baguette were favorites.

I worked for tips and I got fed, but more importantly, I was initiated into a weird and chaotic family of strangers that produced a particular kind of theater. Our rag tag band of under the table part-timers managed to prepare and serve a plate of moule frites or hanger steak or lotte au beurre blanc in such a way that a New Yorker would come back for it. A daily miracle, repeated ad nauseum.

Justin Ide’s photo essay in this week’s feature is an unapologetic marketing pitch for the newly reunified Charlottesville Restaurant Week, which C-VILLE Weekly now sponsors and which has just under 30 participating restaurants this time around. But it’s also a love letter to the owners, chefs, servers, and back of the house staff who make the restaurant world go around. Tip ’em well.

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Editor’s Note: How do you define power?

Power. Hah. It’s a construct. A misconception. A vision of the world with puppet strings. True power is in God’s hands, or it is the electric-water life force that runs through all things, as evident in the beating of the butterfly’s wings as in the groaning Grand Coulee Dam. Power cannot be a human depth chart.

And yet, the minute we think we can move things, the instant we choose to strive, the depth chart becomes real, and we are vulnerable to its force. At that moment, the man on the top floor in the corner office with the window that looks down on the world can make your livelihood go away by clicking “send.”

At that point, so many eventualities fall into place between him and you that, at times, you feel totally powerless, even to improve the fortunes of your children, much less to pick your own path. Like many other things that are important, the truth about power is paradoxical. It cannot be what it seems to be, but it is.

When I was a naive and hopeful community organizer in training, I underwent a weekend-long boot camp in the desert due east of San Diego. Men and women, some young like me and others at transitional moments in their lives, gathered in bunk houses to learn about collective power as the temporary alignment of individual self-interests grouped around an issue affecting them. No permanent friends, no permanent enemies, the trainers said. Such a cool and calculated resting place for the desire to change things.

This week’s feature obeys the time-honored law that newspapers live in the material world. A clear-eyed (perhaps cynical) place, described as it is, not as it should be. But it also offers a caveat from a powerful player that the hardest thing of all to do is to organize other people to do something good. Collective power lives in crack construction teams, tiny churches, startup companies, community bookstores, and yoga studios, but it’s been a long while since it filled a stadium…or a ballot box.