For Sheila Johnson, It’s All About Middleburg
By Leonard Shapiro
Sheila Johnson’s love affair with Middleburg began in the mid-1990s when she regularly drove out to the area from Washington to ferry her daughter, Paige, to riding lessons. She’d pick her up at The Sidwell Friends School, try to beat the pre-rush hour traffic and somehow deliver her on time for her regular 4:15 sessions.
Before long, Paige was riding in local horse shows—Warrenton and Upperville among them—and Sheila Johnson became even more familiar with the area’s rolling terrain, verdant fields and gorgeous views of the nearby Blue Ridge foothills.
“I really fell in love with the stone walls,” Johnson said in a recent interview at Salamander Resort & Spa, the luxury, upscale hotel she opened three years ago. “I said to myself back then that if I ever had a chance to do it, I’d really like to settle
out here.”
That wish came true in June, 1996, when she brought a farm, then known as Cotswold off the Zulla Road, and it didn’t take very long for her to become an integral part of the town’s fabric. Paige and her younger brother, Brett, ended up at The Hill School, and Sheila Johnson became heavily involved with that Middleburg institution, eventually providing the funds and an endowment for its performing arts center frequently used by the community, as well.
After all, Johnson had been a classically-trained violinist herself, not to mention a co-founder of Black Entertainment Television with her first husband, Robert L. Johnson. Her background in the arts also eventually led her to start what is quickly becoming another local institution—the Middleburg Film Festival—which completed its third season this past October.
The Film Festival already has become a rousing success, drawing hundreds of out-of-town movie buffs and plenty of locals, as well. Johnson originally started it on the advice of Robert Redford, founder of his own wildly successful Sundance Film Festival. So far, it’s been so good.
Because of the festival and her resort’s local impact, not to mention her many local, national and international philanthropic efforts, Middleburg Life decided to put Sheila Johnson on the cover of our first edition of the new year. In short, she’s been both a benefactor and great booster of the town she’s called home sweet home for almost 20 years.
“Every year we’re going to get better,” she said of the Film Festival. “The first year was tough, the second not as tough. It’s also about building a business. You just have to be tough enough to get over the bumps in the road. And it’s a team effort and you have to have the right team together to make it work. We do.”
This year’s festival, headed by film maker and executive director Susan Koch, attracted impressive crowds at various places at the resort and other Middleburg venues. Several films, including “Spotlight” and “Broooklyn,” already are being touted as serious Oscars best-picture contenders.
Just as significant to Johnson is that the town also benefitted from the large influx of visitors. Some merchants, she
said, have told her their sales over the festival weekend made it seem like Christmas
in October.
Meanwhile, the resort also is thriving, she said. Two years ago, Salamander had 31 weddings on the property; this year there were 55. It’s becoming a popular destination for corporate meetings and other functions, and First Lady Michelle Obama has stayed on the premises several times.
Just as significantly, the resort has clearly given a considerable boost to the local economy. Many merchants, restaurant owners and local innkeepers have cited a definite increase in their respective businesses, and Salamander provides 300 full-time and 50 part-time jobs.
Her Salamander Market across the street from the post office, a building that once housed a gun shop, has added another decent dining option, with a carry-out component that’s particularly appreciated by anyone delighted to get a break from cooking. Middleburg’s water supply also has been revitalized under an agreement that included Salamander revamping the treatment facility, also resulting in lower utility bills.
It also must be said that in the beginning, there was some resentment among the local citizenry when Johnson decided to purchase 340 acres from the former Harriman estate and turn it into what is nowa 168-room resort. The facility includes its own riding stable, spectacular spa and outdoor pool, gardens, walking and riding trails and several high
quality restaurants.
And Johnson heard all that initial—and perhaps still lingering—criticism.
“At first, I didn’t understand it,” Johnson said. “Then I put myself in their shoes and I could understand it. But in talking to the
that the town was in trouble economically. They had to generate more people coming here. That had to be done. Also, the water treatment plant was in dire straits, and something had to be done with that.
“The council knew it. The retailers were desperate. Shops were closing every week, taxes were high and they still were not generating enough income, So I knew the economic side, and I knew this was the right thing to do. Yes, sometimes the
chatter gotnasty, and I had to develop a thicker skin. But I also knew I had
to persuade people what the end goal would be—bringing economic stability to the town.”
Middleburg Mayor Betsy Davis said she was always all for the project,
and remains one of Johnson’s most enthusiastic supporters.
“The resort has been a plus in so many ways,” Davis said. “Obviously the town’s budget has been greatly increased with the
various funds received from occupancy and meals taxes and income to our utilities fund, but it goes way beyond just the money. I believe the resort has added an ‘extra touch’ to our town. Not only do visitors come and enjoy it, but our community has been able to take advantage of the resort’s amenities and events. The guests are also enjoying our town and our shops and restaurants. It’s a win-win for everyone.”
And why did Johnson choose Salamander as the brand name?
There’s a Middleburg connection,
as well.
It goes back to the Zulla Road property she purchased in 1996. A previous owner, former Rhode Island Governor Bruce Sundlun, had named his farm “Salamander” because that was the moniker he’d been given by the French resistance during World War II. Sundlun, a bomber pilot, had been shot down over Belgium, before eluding his Nazi pursuers and eventually making his way to France, where he helped wreak havoc on the German war machine.
“I had heard (the farm) had once been called Salamander,” Johnson said. “So I looked up Bruce Sundlun and called him. He told me the story of how it was named and I asked him if I could use it again. At that point, it had great meaning to me. It was perfect.”
As for the resort, there are plans to build new home clusters at the corners of the property. Johnson would like to add an indoor riding ring to enhance the equestrian facility. There may even be an outdoor ice skating rink.
“With the residential part, it will create a nice walking campus, and provide more revenue to the town,” Johnson said. “It’s a matter of constantly enhancingthe property. You don’t ever want to get stale.”
The same goes for the Film Festival, and her personal commitment to the community where she spends most of
her year.
“We always want to pay attention to the town,” she said. “Our concierge desk constantly sends people down there, and we want to make sure our guests touch every inch of it, even Upperville. We want to do as much for Middleburg as we possibly can.”
Clearly, Johnson already has done plenty, and Mayor Davis believes there never was any doubt about the resort enhancing the town.
“I still remember so clearly the night that Council approved the Salamander Resort,” Davis said. “Sheila offered a very emotional thank you to the Council and the town and she ended with ‘I won’t let you down.’ And she has remained true to her word. She stayed the course even when the economy spiraled downward. She held on to her dream until she could continue the project. And so she did. We’re thankful to her for her commitment and determination.”