CHARLOTTESVILLE, VA (CVILLE RIGHT NOW) – Owner of Harmony Wine and Charlottesville native Matt Harmon was recently featured in the video series “Heart & Soul,” a production of the Virginia Tourism Corporation.   

Harmon, who started his business, Harmony Wine, in 2020, has become one of the foremost authorities on wine in the state and has done much to achieve his original goal to “make wine less intimidating.”  Outside of his business, Harmon also curates wine tours around the Charlottesville-Albemarle area. 

“Heart & Soul” as a campaign began in 2021, following VTC conducting statistical research with the aid of strategic communication firm JMI, into how Black travelers in Virginia chose their destinations and what they did when they arrived there. The campaign’s creative lead, VTC social media specialist Liza Mickens, told Cville Right Now travelers needed to see themselves in a space and know that it is welcoming, and much of the time, getting to know a recognizable figure who can act as a “people bridge” can help with that. 

“People have perceptions about Virginia,” Mickens said. “Our history has been overlooked, but there’s also present and deep Black culture in the state of Virginia.” 

Mickens and her team, consisting of videographer and editor Gray Walters, photographer Hannah Armstrong, and director Ali Zaman, identified nine different influential figures from across the state to be the personalities Black travelers can gravitate towards in exploring its various areas.  These “influencers” produced city guides on the must-dos for visitors to the area, and the basis in Black culture.  Those guides are available on virginia.org.  

In the second round of the campaign, which boasts the new video series as its core, the influencers included former ODU football player turned community leader Xavier Tremaine Duckette for Roanoke, flight attendant and content creator Paris for Richmond, and equity consultant, attorney, and fashion content creator Tashira Hilyard for Alexandria and Northern Virginia. Each of them produced city guides for their areas and gave videographer Walters a tour around their favorite spots in the city. 

For Mickens, Harmon was the natural choice to showcase Charlottesville. 

“Everything he’s done with Harmony and the Charlottesville wine scene has been something we’ve always had our eyes on,” Mickens said. “He knows his community, he knows his people, and I think his roots are so deep, his family has been in Charlottesville for more than 100 years. He has a lot of pride for Charlottesville.”

In choosing his favorite spots in the city, Harmon selected Crush Pad, a wine bar on the Downtown Mall, as well as The Alley Light, an old-fashioned speak easy just off the mall, for those looking to procure some of the best quality wine and spirits in town.  Upscale sushi spot Ten, next to the Jefferson Theater, also warranted a recommendation.  

Sprinkled in among the best and brightest of the Charlottesville Food and Wine scene though, were spots off the beaten path that visitors may miss, such as the colorful and psychedelic IX Art Park, and the accompanying Looking Glass art installation, for a wholly unique art viewing experience, as well as prominent space for new creatives and entrepreneurs to showcase their work, as Matt himself did with Harmony wine. 

“I don’t know a creative that hasn’t done something here,” Harmon said of the park. 

Harmon also took the time for a peaceful stroll on the Saunders-Monticello trail off the Thomas Jefferson Parkway, and revisited his own family history, along with the history of Black culture in Charlottesville, at the Jefferson School African American Heritage Center. 

“Both my parents went to Jefferson, along with aunts and uncles. It’s such a special place for me to visit and walk in their footsteps.” Harmon said in the video. 

For Harmon, the City of Charlottesville’s blend of the past and present of Black culture is one of the chief reasons why he wanted to start his business in this area, especially since his grandparents did as well. 

“It’s exciting to pave a new path forward along with Black and brown wine people,” he said.

Harmon’s tour, along with those of the other influencers, are part of an ongoing effort by VTC to bring not just Black history in Virginia, but Black culture specifically, to the forefront.

“A lot of history in Virginia is still just relegated to plantations. Black communities need autonomy to tell their stories,” Mickens said. “I think there is a recognition in the tourism space that these organizations need to be celebrating Black culture, a lot of places lean heavily on history and don’t think about the present day.”

Mickens said the campaign is far from done and has enjoyed every minute of working on it since she started with VTC. 

“It’s beautiful to see that evolution of celebrating our history and recognizing the people that continue to champion our state and the rich history and culture here,” she said. “It is changing the perception that Black history exists in the context of the plantation, and it’s beautiful to shine a light on the entrepreneurs, creatives, winemakers, and their descendants who are still here doing great things today.”

Heart and Soul’s video tours are available to watch for free on YouTube on the Virginia is for Lovers YouTube channel.