HENRY & PITTSYLVANIA COUNTY, VIRGINIA
Engagement Strategy
This engagement plan is a road map for Axton Solar’s successful integration into the Henry and Pittsylvania area communities. It outlines strategies and threads Axton Solar, with the help of Bantam Communications, can pursue to win public support and secure the needed approvals that are subject to a political process. The plan is divided into several phases, including (1) outreach and networking, (2) customized solutions for the community, (3) public support and risk management, and (4) follow-up.
Several processes are running in parallel in the building of this project: (1) an administrative process in the Board of Zoning Appeals for the necessary siting and permitting approvals, and (2) a political process with the counties’ Boards of Supervisors. Because zoning requirements are a technical and administrative process, this plan will focus on the political and public affairs strategies that can secure approval from the Boards of Supervisors and the general public.
It should also be noted that Henry County and Pittsylvania County can influence each others' opinion on the project. Poorly built projects or weak community engagement in one community could poise the well of another. While Axton is operating between two jurisdictions, people in the community likely do not think of the difference from one side of the county line to the other. We should expect that stakeholders watch what happens across the border, so they have influence in the neighboring county, but not power. Both counties are experiencing a solar boom, so it is imperative that developers in the region are doing their due diligence in understanding each community’s concerns, each individual commissioners concerns, and building the networks that bolster support for the project.
While this plan spans from initial contact to project completion, it only contains the contours of engagement and core touchpoints. Axton Solar and Bantam should always consider each subsequent step in light of new information gathered from on the ground. This roadmap should be considered a living guide that adjusts as necessary.
Several processes are running in parallel in the building of this project: (1) an administrative process in the Board of Zoning Appeals for the necessary siting and permitting approvals, and (2) a political process with the counties’ Boards of Supervisors. Because zoning requirements are a technical and administrative process, this plan will focus on the political and public affairs strategies that can secure approval from the Boards of Supervisors and the general public.
It should also be noted that Henry County and Pittsylvania County can influence each others' opinion on the project. Poorly built projects or weak community engagement in one community could poise the well of another. While Axton is operating between two jurisdictions, people in the community likely do not think of the difference from one side of the county line to the other. We should expect that stakeholders watch what happens across the border, so they have influence in the neighboring county, but not power. Both counties are experiencing a solar boom, so it is imperative that developers in the region are doing their due diligence in understanding each community’s concerns, each individual commissioners concerns, and building the networks that bolster support for the project.
While this plan spans from initial contact to project completion, it only contains the contours of engagement and core touchpoints. Axton Solar and Bantam should always consider each subsequent step in light of new information gathered from on the ground. This roadmap should be considered a living guide that adjusts as necessary.
Henry and Pittsylvania Counties are places experiencing economic strain as they adjust to the 21st-century economy. In the Appalachian foothills, their economies were historically predicated on agriculture, some resource extraction, and manufacturing. In recent decades, those industries have receded. The average population is growing older, and a higher number of young adults are opting to leave the region for job prospects.
With that backdrop, despite what appear to be personal animosities between some local leaders, the members of the Boards of Supervisors appear united on key priorities for addressing challenges facing the community: economic development and diversification, improved education, and public safety services, and fiscal stability. Consistently across the board, each commissioner has argued that workforce development and attracting new businesses to the region is a priority. Both counties are also dealing with the fiscal strain caused by a relatively stagnant tax base and increasing costs of services—these are exhibited in flashpoints such as the Martinsville Reversion debate in Henry County and tax increases in Pittsylvania County. Both places anticipate the need for capital improvement projects, placing further strain on the region’s finances. Axton Solar needs to position its project as a piece of a comprehensive response to those problems.
The region is also experiencing an uptick in solar prospecting, so Axton should be conscious of the community reaching an “overburden threshold” where residents begin to feel suffocated by the technology. That is why Axton Solar not only needs to promote its economic development and benefits for farmers narrative but go beyond generalities and directly connect the project’s benefits to specific concerns in the community. Otherwise, there is always another developer who could come with a better deal.
When conducting outreach to the Boards of Supervisors, each member should be introduced to the company individually. Offer them briefings and opportunities to answer their questions one-on-one. This will help build trust and give each a sense that they are heard and aware. Pay particular attention to recruiting support from Commissioners Dillard (Henry) and Dalton (Pittsylvania) as the project footprint falls completely in their supervisory districts. They will be essential allies on both boards. Also be sure to win over Commissioners Warren and Scearce early. They both have talked about achieving balance and using solar to diversify the local economy in Pittsylvania, and support the principle of landowner rights.
In addition to the board outreach, connect with Emily Ragsdale, Community Development Director in Pittsylvania, and Patricia Foley, Community Development Specialist in Henry County. These relationships will help Axton determine what the community finds most valuable and how to integrate and be viewed as a value-add. Cultivate these relationships, and they will yield benefits in Phase Two.
Simultaneously, Axton should continue conversations with landowners to understand their concerns, come to tentative agreements and MOUs for leasing, and solicit particularly supportive landowners to speak on behalf of the project at public hearings.
As conversations are ongoing with county officials to develop a solar siting agreement and landowners for leasing, Axton Solar should build a network of support among the region’s civil society groups and core institutions. These conversations should happen simultaneously to avoid any relevant stakeholders feeling out of the loop. Apply emotional intelligence here: if a key person feels unheard or cut out, they can retaliate in ways that undercut the project’s progress. Make everyone feel special.
Regional:
Because economic development is a central issue for the region, build strong relationships with the West Piedmont Planning District Commission (WPPDC). The organization’s goal is to develop regional strategies and coordination for economic growth. Because Axton Solar cuts across jurisdictions and could benefit multiple communities, the WPPDC would be a valuable resource to provide additional economic data and message validation. It could even be a forum for both communities to coordinate. Axton Solar and Bantam should also emphasize that the economic development opportunities do not stop with the solar project. For example, local businesses receive induced benefits, and access to the solar resource could also support a comprehensive strategy for attracting other corporations to the region. WPPDC may value some direct engagement and educational briefings. Consider partnering with the Clean Energy Buyers Alliance (or supplement with their materials) to educate the WPPDC on the opportunities access to clean energy creates and encourage them to build in renewable energy development as a core plank of their comprehensive plan. Having this regional buy-in will help integrate solar into a broader economic development strategy and provide direct validation for Henry and Pittsylvania commissioners who sit on the WPPDC board (Commissioners Adams, Slaughter, Ingram, and Barksdale).
Axton Solar should also become a dues-paying member of the local Chambers of Commerce. This will earn the company favor and attention in the organizations and allow Axton to integrate into the business community—this is key as an outside developer.
While building relationships with the local business community, Axton should simultaneously work with the Virginia Farm Bureau, particularly its local county affiliates. A concern that will arise and is an organizing principle for some opposition groups is that solar takes valuable farmland out of production or reduces the rural character of a place. These critiques cannot be silenced, but they can be managed and rebutted. Axton should lean on the fact that Virginia has clear guidelines on buffer areas between non-participating properties and infrastructure and that solar farms can be removed. The soil can be restored to agricultural use if determined to be the best value in the future. That solar is similar to farming in that it creates a valuable commodity (electricity) on the land. The narratives about agriculture and rural character can be managed by finding local organizations with credibility on agricultural issues like the Farm Bureau and local farmers. They support solar and believe in private property rights. Still, you need to deploy local voices to carry that message.
Pittsylvania County:
The first civil society connections that should be made in Pittsylvania County include the Danville Pittsylvania County Chamber of Commerce and the Danville & Pittsylvania County Economic Development Corporation. Both of these institutions can help share positive economic development information and provide intelligence on how Axton Solar is perceived among the local business community. The Chamber distributes a newsletter that Axton Solar could use to reach others in the business community and tout the project’s benefits. The EDC is also eager to attract new businesses to the region. Like the WPPDC, the EDC is a good target for linking solar to the broader economic development message and how access to renewable energy can attract other corporations to the region.
Henry County:
Be sure to connect with the Henry County Chamber of Commerce. Connecting with this organization will help integrate the company into the local business community and can help circulate news of the project’s induced benefits. The company will also be able to gather information on other businesses’ concerns that can be mitigated on the front-end before festering into a problem. The Chamber also maintains a calendar of public events to which Axton Solar can add its public hearings. The Chamber also hosts a frequent podcast that Axton Solar could join to talk about the project's economic benefits—an episode could also be repackaged as social content. Like the Danville and Pittsylvania Chamber of Commerce, consider partnering with HCCC to host a community event.
The Martinsville Economic Development Corporation is another group that would benefit from education about the project. They also issue a regular newsletter to the local business community. They are an important message validator for Axton’s economic development and jobs message.
Maintain partnerships with all of the Chambers and EDCs. They have ready-made networks that Axton can tap into. And think about ways you can patron local businesses as you develop the project. For example, if you choose to send postal mailers to landowners, consider having them printed by a local print shop. Or plan a community information session at a local restaurant and include coffee or dessert for everyone in attendance to ensure everyone feels like they left gaining something and the business is patronized.
This can extend beyond businesses as well. Religious and faith communities are often constituent groups that companies feel unsure about how to engage. Still, stewardship of the environment is an important part of some peoples’ belief system, and solar fits well into that worldview. If you are comfortable having the conversation authentically, consider hosting a community information session at a local church. Invite the pastor or faith leader to say a few words about stewardship and being a good neighbor, and provide coffee and snacks. Select a church with a large enough meeting space, and be sure to allow enough time that your event can be advertised in the church bulletin. Work with the faith leader to invite parishioners from other churches to the event.
Following initial outreach with key stakeholders, start building relationships with the local reporters who will be tasked with reporting on the project's progress in their respective papers. Local journalists include Bill Wyatt, Danville Register & Bee; Paul Collins, Martinsville Bulletin; and Chuck Vipperman, Star Tribune. Also, have a handful of friendly reporters who are Virginia-based but not local and can provide a dispassionate perspective, such as Elizabeth Cooper at Virginia Business. In addition to reporter education, offer editorial briefings to the Danville Register & Bee and the Martinsville Bulletin. Briefing these individuals and institutions on the fundamentals of solar technology, providing examples of where solar has been done well, and how solar development in Virginia is responsible and beneficial for the community will help provide context for outlets, so they are more likely to publish accurate and favorable stories in the future. If they feel knowledgeable and are persuaded the project will be a net positive, the papers may also come out in support of the project in their editorials, which would carry weight among the commissioners.
With that backdrop, despite what appear to be personal animosities between some local leaders, the members of the Boards of Supervisors appear united on key priorities for addressing challenges facing the community: economic development and diversification, improved education, and public safety services, and fiscal stability. Consistently across the board, each commissioner has argued that workforce development and attracting new businesses to the region is a priority. Both counties are also dealing with the fiscal strain caused by a relatively stagnant tax base and increasing costs of services—these are exhibited in flashpoints such as the Martinsville Reversion debate in Henry County and tax increases in Pittsylvania County. Both places anticipate the need for capital improvement projects, placing further strain on the region’s finances. Axton Solar needs to position its project as a piece of a comprehensive response to those problems.
The region is also experiencing an uptick in solar prospecting, so Axton should be conscious of the community reaching an “overburden threshold” where residents begin to feel suffocated by the technology. That is why Axton Solar not only needs to promote its economic development and benefits for farmers narrative but go beyond generalities and directly connect the project’s benefits to specific concerns in the community. Otherwise, there is always another developer who could come with a better deal.
When conducting outreach to the Boards of Supervisors, each member should be introduced to the company individually. Offer them briefings and opportunities to answer their questions one-on-one. This will help build trust and give each a sense that they are heard and aware. Pay particular attention to recruiting support from Commissioners Dillard (Henry) and Dalton (Pittsylvania) as the project footprint falls completely in their supervisory districts. They will be essential allies on both boards. Also be sure to win over Commissioners Warren and Scearce early. They both have talked about achieving balance and using solar to diversify the local economy in Pittsylvania, and support the principle of landowner rights.
In addition to the board outreach, connect with Emily Ragsdale, Community Development Director in Pittsylvania, and Patricia Foley, Community Development Specialist in Henry County. These relationships will help Axton determine what the community finds most valuable and how to integrate and be viewed as a value-add. Cultivate these relationships, and they will yield benefits in Phase Two.
Simultaneously, Axton should continue conversations with landowners to understand their concerns, come to tentative agreements and MOUs for leasing, and solicit particularly supportive landowners to speak on behalf of the project at public hearings.
As conversations are ongoing with county officials to develop a solar siting agreement and landowners for leasing, Axton Solar should build a network of support among the region’s civil society groups and core institutions. These conversations should happen simultaneously to avoid any relevant stakeholders feeling out of the loop. Apply emotional intelligence here: if a key person feels unheard or cut out, they can retaliate in ways that undercut the project’s progress. Make everyone feel special.
Regional:
Because economic development is a central issue for the region, build strong relationships with the West Piedmont Planning District Commission (WPPDC). The organization’s goal is to develop regional strategies and coordination for economic growth. Because Axton Solar cuts across jurisdictions and could benefit multiple communities, the WPPDC would be a valuable resource to provide additional economic data and message validation. It could even be a forum for both communities to coordinate. Axton Solar and Bantam should also emphasize that the economic development opportunities do not stop with the solar project. For example, local businesses receive induced benefits, and access to the solar resource could also support a comprehensive strategy for attracting other corporations to the region. WPPDC may value some direct engagement and educational briefings. Consider partnering with the Clean Energy Buyers Alliance (or supplement with their materials) to educate the WPPDC on the opportunities access to clean energy creates and encourage them to build in renewable energy development as a core plank of their comprehensive plan. Having this regional buy-in will help integrate solar into a broader economic development strategy and provide direct validation for Henry and Pittsylvania commissioners who sit on the WPPDC board (Commissioners Adams, Slaughter, Ingram, and Barksdale).
Axton Solar should also become a dues-paying member of the local Chambers of Commerce. This will earn the company favor and attention in the organizations and allow Axton to integrate into the business community—this is key as an outside developer.
While building relationships with the local business community, Axton should simultaneously work with the Virginia Farm Bureau, particularly its local county affiliates. A concern that will arise and is an organizing principle for some opposition groups is that solar takes valuable farmland out of production or reduces the rural character of a place. These critiques cannot be silenced, but they can be managed and rebutted. Axton should lean on the fact that Virginia has clear guidelines on buffer areas between non-participating properties and infrastructure and that solar farms can be removed. The soil can be restored to agricultural use if determined to be the best value in the future. That solar is similar to farming in that it creates a valuable commodity (electricity) on the land. The narratives about agriculture and rural character can be managed by finding local organizations with credibility on agricultural issues like the Farm Bureau and local farmers. They support solar and believe in private property rights. Still, you need to deploy local voices to carry that message.
Pittsylvania County:
The first civil society connections that should be made in Pittsylvania County include the Danville Pittsylvania County Chamber of Commerce and the Danville & Pittsylvania County Economic Development Corporation. Both of these institutions can help share positive economic development information and provide intelligence on how Axton Solar is perceived among the local business community. The Chamber distributes a newsletter that Axton Solar could use to reach others in the business community and tout the project’s benefits. The EDC is also eager to attract new businesses to the region. Like the WPPDC, the EDC is a good target for linking solar to the broader economic development message and how access to renewable energy can attract other corporations to the region.
Henry County:
Be sure to connect with the Henry County Chamber of Commerce. Connecting with this organization will help integrate the company into the local business community and can help circulate news of the project’s induced benefits. The company will also be able to gather information on other businesses’ concerns that can be mitigated on the front-end before festering into a problem. The Chamber also maintains a calendar of public events to which Axton Solar can add its public hearings. The Chamber also hosts a frequent podcast that Axton Solar could join to talk about the project's economic benefits—an episode could also be repackaged as social content. Like the Danville and Pittsylvania Chamber of Commerce, consider partnering with HCCC to host a community event.
The Martinsville Economic Development Corporation is another group that would benefit from education about the project. They also issue a regular newsletter to the local business community. They are an important message validator for Axton’s economic development and jobs message.
Maintain partnerships with all of the Chambers and EDCs. They have ready-made networks that Axton can tap into. And think about ways you can patron local businesses as you develop the project. For example, if you choose to send postal mailers to landowners, consider having them printed by a local print shop. Or plan a community information session at a local restaurant and include coffee or dessert for everyone in attendance to ensure everyone feels like they left gaining something and the business is patronized.
This can extend beyond businesses as well. Religious and faith communities are often constituent groups that companies feel unsure about how to engage. Still, stewardship of the environment is an important part of some peoples’ belief system, and solar fits well into that worldview. If you are comfortable having the conversation authentically, consider hosting a community information session at a local church. Invite the pastor or faith leader to say a few words about stewardship and being a good neighbor, and provide coffee and snacks. Select a church with a large enough meeting space, and be sure to allow enough time that your event can be advertised in the church bulletin. Work with the faith leader to invite parishioners from other churches to the event.
Following initial outreach with key stakeholders, start building relationships with the local reporters who will be tasked with reporting on the project's progress in their respective papers. Local journalists include Bill Wyatt, Danville Register & Bee; Paul Collins, Martinsville Bulletin; and Chuck Vipperman, Star Tribune. Also, have a handful of friendly reporters who are Virginia-based but not local and can provide a dispassionate perspective, such as Elizabeth Cooper at Virginia Business. In addition to reporter education, offer editorial briefings to the Danville Register & Bee and the Martinsville Bulletin. Briefing these individuals and institutions on the fundamentals of solar technology, providing examples of where solar has been done well, and how solar development in Virginia is responsible and beneficial for the community will help provide context for outlets, so they are more likely to publish accurate and favorable stories in the future. If they feel knowledgeable and are persuaded the project will be a net positive, the papers may also come out in support of the project in their editorials, which would carry weight among the commissioners.
Following outreach to core constituencies, Axton Solar should be sure to build a value proposition that aligns with the community’s values and needs. For example, the local fire departments in Pittsylvania and Henry counties are important institutions for locals. In fact, several members of the Boards of Supervisors have been volunteer firefighters previously (see bios). Some have spoken explicitly about improving the situation for under-resourced public safety departments. Building support for the fire departments as part of your siting agreement or as a sweetener following final approvals could go a long way towards incentivizing commissions to approve the project. Public safety has also been raised as a concern among commissioners, so consider gestures or investments that align with those concerns.
Another opportunity for Axton Solar to create additional value is partnerships and commitments to local higher education institutions that focus on energy workforce development. We recommend offering [tentatively until final approvals are reached] tours of the construction site and operational project and reaching out to the schools first about employment opportunities on the project. Axton Solar could also consider small grants to support the universities workforce development programs. The company could win favor with educational institutions like Danville Community College, New College Institute, and Patrick & Henry Community College by directly engaging the universities in these ways. Collaborating with the schools will get them positively engaged on behalf of the project and could benefit the company’s future workforce needs. By coupling economic development messaging with local university partnerships, Axton Solar creates a clear link between completing the project and enhancing the county’s workforce development efforts (again, a priority for each commissioner). It also creates personal relevance for many of the commissioners and members of the public who attended these schools or have children attending.
It has also been mentioned that the region is in need of investments for several capital projects such as a new jail, courthouse, and school improvements in Pittsylvania County. There is also sensitivity towards raising taxes again. Axton can position itself as an answer to at least a portion of those problems by broadening the tax base to avert tax hikes or by making a donation to the schools for facility enhancements—a partnership with the schools serves the added benefit of financial benefits and strengthens the company’s message about investment in local education and workforce development.
Another opportunity for Axton Solar to create additional value is partnerships and commitments to local higher education institutions that focus on energy workforce development. We recommend offering [tentatively until final approvals are reached] tours of the construction site and operational project and reaching out to the schools first about employment opportunities on the project. Axton Solar could also consider small grants to support the universities workforce development programs. The company could win favor with educational institutions like Danville Community College, New College Institute, and Patrick & Henry Community College by directly engaging the universities in these ways. Collaborating with the schools will get them positively engaged on behalf of the project and could benefit the company’s future workforce needs. By coupling economic development messaging with local university partnerships, Axton Solar creates a clear link between completing the project and enhancing the county’s workforce development efforts (again, a priority for each commissioner). It also creates personal relevance for many of the commissioners and members of the public who attended these schools or have children attending.
It has also been mentioned that the region is in need of investments for several capital projects such as a new jail, courthouse, and school improvements in Pittsylvania County. There is also sensitivity towards raising taxes again. Axton can position itself as an answer to at least a portion of those problems by broadening the tax base to avert tax hikes or by making a donation to the schools for facility enhancements—a partnership with the schools serves the added benefit of financial benefits and strengthens the company’s message about investment in local education and workforce development.
This section is focused on the public affairs campaign Axton Solar needs to undertake to win public support for the project and to manage risks from opposition groups and skeptical stakeholders.
Now that direct and interested stakeholders have been engaged and informed of the company’s plans, Axton Solar, with the help of Bantam Communications, needs to launch a multi-media public relations campaign to help distinguish Axton Solar from other projects in the area, particularly those with less favorable reputations, and to demonstrate broad support for the project’s development. This campaign should happen at a low grade, creating a steady drumbeat of positive messaging throughout the entire process until the project comes online. The “drumbeat” should grow louder during key moments such as when the Board of Supervisors in each county is considering the solar siting agreements or when there are public hearings and votes on rezoning.
A campaign should include paid and organic social media to ensure the company has a clear voice and that it is reaching core audiences in the region. Consider including postal mailers or ads in traditional media as well to supplement social. Ads in traditional media help build a positive relationship with those outlets and can also reach audiences, not on social media. Some important groups like older residents and farmers may be in that category.
As the developer, Axton Solar’s voice may be met with some skepticism but developing a clear and informative brand is important to ensure residents have access to “authoritative” sources of information. Use owned platforms like your website for blogs and project information and Facebook to foster a supportive community and share information about public participation. Consider requesting an interview on Pittsylvania’s PittCo Happenings podcast to share information about the project’s benefits, how you plan to engage the community, and an overview of what the community can expect.
While the voice of Axton Solar is important, be sure to also elevate the voices of locals in your messaging and advertisements to bring authenticity. Accomplish this by building a small speakers bureau of business leaders, farmers, tourism experts, enthusiastic landowners, and other relevant stakeholders who can validate your message through op-eds and letters to the editor in local outlets. This group of people can also be tapped to speak on behalf of the project at public hearings or can provide a rapid response that rebuts negative narratives as they crop up. This is where some of the initial outreach [from Phase One] with landowners, the Farm Bureau, and the Chambers of Commerce will be valuable in connecting the company with locals who fit that role.
The economic development message is tried and true for renewable energy development and is particularly salient in this region, but Axton Solar undoubtedly takes up a large footprint which will cause concerns over soil health, erosion, and agricultural production. For that reason, it is vital that you elevate farmers who are eager to lease their lands for solar and those who are non-participating but support farmers’ land-use rights. You should also consider voices from tourism experts who can push back on narratives that too many solar panels will damage tourism or the rural feel of the county.
Because locals perceive a saturation of solar in the region, Axton should take special care to emphasize that Axton is providing a specific benefit to the region and is part of a larger economic development strategy. Consider working specific capital improvement projects or grants for the local schools into the solar siting agreement so that the benefits are clear for residents (solar farm = more money for the kids’ school, or solar farm = no tax increase for the new jail).
Despite economic challenges, there are a lot of changes coming to the community, from several new solar farms to a new Tyson Foods manufacturing facility. Axton needs to both sell its economic benefits while also messaging that solar farms can help maintain the area’s rural character. We recommend emphasizing messages such as solar helping keep properties whole (i.e., not broken up and sold off into subdivisions), by supplementing farm income to allow small farmers a leg up, and that solar is a land-use that preserves the soil’s health for future generations rather than other forms of development that remove topsoil.
Some opposition groups Axton Solar may encounter include Citizens for Responsible Solar, a solar opposition group based in Culpeper and is generally opposed to utility-scale development. Their stated mission is “supporting rural residents across the country in their own challenge to preserve their health, safety, rural lifestyle and property.” Take this group seriously. They manage Facebook and Twitter accounts and have a website that traffics negative perspectives on solar and characterizes solar developers as “aggressive.” They are engaged in public relations fights with Amazon regarding a NoVa solar project to power the AWS Stevensburg data center. Amazon’s connection to Axton could be a liability and a direct pathway for the group to target Axton. Another group is Essex County Conservation Alliance, a group that views solar development as “farmland lost forever.” While this group is more geographically focused on Virginia’s Chesapeake adjacent communities, they may still have an influence on the narrative. This group argues that solar may be damaging to the environment, hurt tourism, and reduce the local quality of life. You cannot prevent these groups from speaking, but you need to marginalize their position by cultivating a narrative that their approach is a radical departure from private property rights and that Axton Solar’s approach is “balanced and allows for the region to maintain its rural character while promoting economic development.” Combatting opposition like these groups requires voices that are not Axton Solar’s. That is why we recommend building a diverse speakers bureau that supports the project that can always provide a local counter-narrative. Because opposition groups typically spread via social media, Bantam can help monitor these groups' uptake and ability to recruit in the community.
Also, be aware that this is a multi-year project that spans multiple election cycles. At the state level, the new Republican governor Glenn Youngkin has announced that he is reassessing Virginia’s participation in the Regional Greenhouse Gas Initiative (RGGI) with an aim to remove the state from the carbon market. And during his 2021 campaign, Youngkin also sharply criticized the Virginia Clean Economy Act (VCEA), which established some of the siting and permitting processes this project will follow to be approved. Axton Solar should monitor developments at the state level and may need to engage in Richmond to support the existing law if it is revisited in the next legislative session. In addition, several commissioners on both the Henry and Pittsylvania County Boards of Supervisors are up for reelection (or may retire) in 2023.
Also, note that in the short term, the Boards of Supervisors may be preoccupied with other issues, such as the Martinsville Reversion in Henry County, which is causing fiscal anxiety in the county and may result in litigation. This is an example where Axton Solar can provide an answer (or a piece of the answer) to some of the county’s financial anxieties by negotiating the siting agreement and community benefits payments. In Pittsylvania County, the Board of Supervisors is still searching for a new County Administrator after the last one was fired. This caused a contentious split in the board and resulted in interim Administrators managing the county, so there may be delays or other challenges stemming from that.
Now that direct and interested stakeholders have been engaged and informed of the company’s plans, Axton Solar, with the help of Bantam Communications, needs to launch a multi-media public relations campaign to help distinguish Axton Solar from other projects in the area, particularly those with less favorable reputations, and to demonstrate broad support for the project’s development. This campaign should happen at a low grade, creating a steady drumbeat of positive messaging throughout the entire process until the project comes online. The “drumbeat” should grow louder during key moments such as when the Board of Supervisors in each county is considering the solar siting agreements or when there are public hearings and votes on rezoning.
A campaign should include paid and organic social media to ensure the company has a clear voice and that it is reaching core audiences in the region. Consider including postal mailers or ads in traditional media as well to supplement social. Ads in traditional media help build a positive relationship with those outlets and can also reach audiences, not on social media. Some important groups like older residents and farmers may be in that category.
As the developer, Axton Solar’s voice may be met with some skepticism but developing a clear and informative brand is important to ensure residents have access to “authoritative” sources of information. Use owned platforms like your website for blogs and project information and Facebook to foster a supportive community and share information about public participation. Consider requesting an interview on Pittsylvania’s PittCo Happenings podcast to share information about the project’s benefits, how you plan to engage the community, and an overview of what the community can expect.
While the voice of Axton Solar is important, be sure to also elevate the voices of locals in your messaging and advertisements to bring authenticity. Accomplish this by building a small speakers bureau of business leaders, farmers, tourism experts, enthusiastic landowners, and other relevant stakeholders who can validate your message through op-eds and letters to the editor in local outlets. This group of people can also be tapped to speak on behalf of the project at public hearings or can provide a rapid response that rebuts negative narratives as they crop up. This is where some of the initial outreach [from Phase One] with landowners, the Farm Bureau, and the Chambers of Commerce will be valuable in connecting the company with locals who fit that role.
The economic development message is tried and true for renewable energy development and is particularly salient in this region, but Axton Solar undoubtedly takes up a large footprint which will cause concerns over soil health, erosion, and agricultural production. For that reason, it is vital that you elevate farmers who are eager to lease their lands for solar and those who are non-participating but support farmers’ land-use rights. You should also consider voices from tourism experts who can push back on narratives that too many solar panels will damage tourism or the rural feel of the county.
Because locals perceive a saturation of solar in the region, Axton should take special care to emphasize that Axton is providing a specific benefit to the region and is part of a larger economic development strategy. Consider working specific capital improvement projects or grants for the local schools into the solar siting agreement so that the benefits are clear for residents (solar farm = more money for the kids’ school, or solar farm = no tax increase for the new jail).
Despite economic challenges, there are a lot of changes coming to the community, from several new solar farms to a new Tyson Foods manufacturing facility. Axton needs to both sell its economic benefits while also messaging that solar farms can help maintain the area’s rural character. We recommend emphasizing messages such as solar helping keep properties whole (i.e., not broken up and sold off into subdivisions), by supplementing farm income to allow small farmers a leg up, and that solar is a land-use that preserves the soil’s health for future generations rather than other forms of development that remove topsoil.
Some opposition groups Axton Solar may encounter include Citizens for Responsible Solar, a solar opposition group based in Culpeper and is generally opposed to utility-scale development. Their stated mission is “supporting rural residents across the country in their own challenge to preserve their health, safety, rural lifestyle and property.” Take this group seriously. They manage Facebook and Twitter accounts and have a website that traffics negative perspectives on solar and characterizes solar developers as “aggressive.” They are engaged in public relations fights with Amazon regarding a NoVa solar project to power the AWS Stevensburg data center. Amazon’s connection to Axton could be a liability and a direct pathway for the group to target Axton. Another group is Essex County Conservation Alliance, a group that views solar development as “farmland lost forever.” While this group is more geographically focused on Virginia’s Chesapeake adjacent communities, they may still have an influence on the narrative. This group argues that solar may be damaging to the environment, hurt tourism, and reduce the local quality of life. You cannot prevent these groups from speaking, but you need to marginalize their position by cultivating a narrative that their approach is a radical departure from private property rights and that Axton Solar’s approach is “balanced and allows for the region to maintain its rural character while promoting economic development.” Combatting opposition like these groups requires voices that are not Axton Solar’s. That is why we recommend building a diverse speakers bureau that supports the project that can always provide a local counter-narrative. Because opposition groups typically spread via social media, Bantam can help monitor these groups' uptake and ability to recruit in the community.
Also, be aware that this is a multi-year project that spans multiple election cycles. At the state level, the new Republican governor Glenn Youngkin has announced that he is reassessing Virginia’s participation in the Regional Greenhouse Gas Initiative (RGGI) with an aim to remove the state from the carbon market. And during his 2021 campaign, Youngkin also sharply criticized the Virginia Clean Economy Act (VCEA), which established some of the siting and permitting processes this project will follow to be approved. Axton Solar should monitor developments at the state level and may need to engage in Richmond to support the existing law if it is revisited in the next legislative session. In addition, several commissioners on both the Henry and Pittsylvania County Boards of Supervisors are up for reelection (or may retire) in 2023.
Also, note that in the short term, the Boards of Supervisors may be preoccupied with other issues, such as the Martinsville Reversion in Henry County, which is causing fiscal anxiety in the county and may result in litigation. This is an example where Axton Solar can provide an answer (or a piece of the answer) to some of the county’s financial anxieties by negotiating the siting agreement and community benefits payments. In Pittsylvania County, the Board of Supervisors is still searching for a new County Administrator after the last one was fired. This caused a contentious split in the board and resulted in interim Administrators managing the county, so there may be delays or other challenges stemming from that.
Once the solar siting agreement is reached, the company should communicate about the benefits included in the agreement—highlighting specific improvements the community can expect to see. Finally, once all the necessary permits are secured, Axton Solar is mostly looking at a follow-through game where the company is making good on its commitments. This is critical for the company’s future credibility and for maintaining this community’s support. Communicating and ensuring the community is happy with the results is critical to maintaining the company’s social license and protecting the reputation of its future projects.
Maintaining the project’s website and Facebook page to provide regular updates is an easy way to keep your public visibility. We recommend using the listserv you created earlier in the process to provide quarterly updates to residents—including pictures showing how the site is transforming. Be sure to highlight how you are taking steps to care for the soil and prevent erosion and provide a preview so residents know what to expect next.
Maintaining the project’s website and Facebook page to provide regular updates is an easy way to keep your public visibility. We recommend using the listserv you created earlier in the process to provide quarterly updates to residents—including pictures showing how the site is transforming. Be sure to highlight how you are taking steps to care for the soil and prevent erosion and provide a preview so residents know what to expect next.
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