Virginia is for Lovers

LOVE Dairy Market

~ Visitors encouraged to take pictures and share on social media with #LOVEVA ~

The Dairy Market will host Virginia Tourism’s life-sized LOVE artwork from Saturday, April 17 to Sunday, April 25 on the market’s spacious front patio as part of a state and local partnership to promote Virginia tourism.

The artwork, which is 16 feet long and more than six feet high, is an extension of the 50-year-old “Virginia is for Lovers” brand, one of the world’s most beloved and iconic slogans.

“Virginia is for Lovers is about doing the things you love to do on a vacation with the people you love most,” said Rita McClenny, president and CEO of the Virginia Tourism Corporation. “We are excited to share the LOVE at the Dairy Market where so many people can enjoy being a part of it, helping them to discover for themselves why Virginia is for Lovers.”

To encourage visitors to snap photos and share on social media, the Dairy Market is running a social media contest for the sign’s duration at Dairy Market. From 4/17 to 4/25, guests are asked to follow the Dairy Market on social media, post a photo to Instagram or Facebook with the Dairy Market LOVE sign, tag @dairymarketcville, and use the #LOVEVA hashtag. One lucky winner chosen at random, and announced on 4/27, will win:

  • A pizza menu item at Dino’s Wood-Fired Pizza named after them
  • $100 Dairy Market gift certificate
  • Dairy Market swag bag

A selection of Dairy Market merchants are embracing the LOVE including promotions from Angelic’s Kitchen who will serve heart-shaped pancakes for the week, Eleva Coffee who will debut a new beverage, The Blueberry Lavender London Fog, and Starr Hill Brewery, who will be offering $4 pints of their popular beers Love and limited time Peach Love, as well as $1 off all 6-pack cans and 20% off their Starr Hill “Love is Love” tees.

The Dairy Market opened its doors in December 2020 and is central Virginia’s first market hall. Located in downtown Charlottesville, in the historic Monticello Dairy building, the market includes ten merchants offering various globally inspired cuisines with authentic flavors. Seven additional merchants will open later this spring.

Chris Henry, Dairy Market visionary and President of Stony Point Development Group, shared, “We are delighted by the community’s response to the Dairy Market. We see the Dairy Market as a gathering place for all of Charlottesville and as a must-see destination for visitors. Hosting Virginia Tourism’s LOVE sign and celebrating the Commonwealth is a natural extension of our vision.”

Visitors to the LOVEwork are encouraged to wear masks and practice social distancing.

A complete list and map of statewide LOVEworks can be found at