Tours of Montgomery

In the historic Centennial Hill district of Montgomery, Alabama, Valerie Smedley pursued her entrepreneurial dream by opening a unique tourist souvenir gift shop.  Her journey to becoming a small business owner is rooted in her deep connection to the area and its rich civil rights history. Before embarking on this venture, Valerie worked in community development and education, which fueled her passion for revitalizing communities and preserving history.

Tours of Montgomery, located on the corner of Highland Avenue and Jackson Street, is surrounded by significant landmarks. Dr. Richard Harris’s home, where Freedom Riders found shelter in 1961, Martin Luther King Jr.’s residence during his tenure at Dexter Avenue Memorial Baptist Church, and the Ben Moore Hotel, the first hotel in Montgomery to welcome African Americans, are all nearby. Valerie chose this location intentionally to offer tourists a chance to engage with the city’s civil rights legacy.

The journey to opening her shop wasn’t easy. Valerie faced numerous challenges, including refurbishing a building that had been closed for over two decades. She and her brothers spent ten months renovating the interior, from upgrading the electrical systems to installing new flooring and painting. Despite the hard work, Valerie’s vision for the shop kept her motivated.

Valerie first learned about the Alabama Small Business Development Center (SBDC) through a referral from a local business owner who had successfully navigated their startup with the SBDC’s help. She sought their assistance in developing a comprehensive business plan and effective marketing strategies. The SBDC conducted a site visit to assess the renovated facility, recognizing its strategic location near key historical sites and Alabama State University.

Andrea Mosley, SBDC lead advisor and center director, provided Valerie with detailed guidance on creating a business plan, explaining each part from startup costs to financial projections. They discussed inventory management, marketing principles, and risk management strategies. Valerie learned about merchandising techniques to attract customers and various funding options, including bootstrapping and financing. The advisor also addressed practical issues such as sales tax, potential hazards, and the importance of signage to ensure customer safety due to entrance way concerns.

Valerie’s determination and hard work, combined with the SBDC’s support, resulted in the successful launch of her business in March 2019. Tours of Montgomery has become a vital part of the community, contributing to the revitalization of an area plagued by blight. It offers tourists a chance to learn about Montgomery’s civil rights history and buy unique souvenirs.  Tours of Montgomery also has a women boutique shop offering women costume jewelry and accessories. The company provides employment opportunities, with one full-time and two part-time employees now on staff.

In 2022, Valerie rebranded her business to expand its scope. What started as a souvenir gift shop has now evolved into a comprehensive civil rights and Montgomery tourist company. The rebranding reflects her broader vision of providing tourists with a deep and immersive experience of Montgomery’s rich history. The shop not only sells souvenirs but also offers guided tours, educational documentaries, and curated historical narratives, enhancing the educational impact for visitors.

Since opening, the business has seen a 35% growth in sales. During peak tourist seasons, the shop attracts between 25 to 50 visitors daily. Valerie’s dedication to her community extends beyond her business; she actively participates in beautification projects, aiming to inspire other entrepreneurs to invest in the area.

Reflecting on her journey, Valerie credits the SBDC for their invaluable support.

“Andrea Mosley provided me with critical assistance to help me develop a sound business plan that has helped me thrive and survive the critical times in my business. The SBDC was also helpful in navigating the challenges posed by COVID-19 with their technical assistance and resources. The SBDC is an outstanding resource.”

Valerie Smedley’s story is a testament to the power of determination, community support, and the vital role of organizations like the SBDC in helping small businesses succeed. Her rebranded tourist company not only preserves the history of Centennial Hill but also breathes new life into the community, serving as a beacon of hope and progress.