An iPad and a Plan

How this young woman is capturing her community

Ariana Gavriilidis is armed with an iPad and a plan. For several months, Gavriilidis has been contacting local businesses in Nyack to learn the stories behind their storefront. Although Gavriilidis’ background is in big name documentaries and television, her heart lies with the small town. That’s why for the last few months Gavriilidis has dedicated herself to creating a Visit Nyack commercial that highlights the beating hearts that make up the town she loves so much. 

In order to help boost tourism, Visit Nyack is hosting a competition to share the “beauty, the quirks, the stories, secrets, and soul that make Nyack special.” The competition encourages people to create a five minute commercial that will draw visitors and guests out to Nyack. That is where the rules end, leaving an abundance of freedom for creatives. 

For Gavriilidis, the heart of what makes Nyack special lies in the small businesses lining Main Street. She posted on her Instagram asking for business owners or residents of Nyack that would be willing to be interviewed, and received a response that she called “…overwhelming.” There were simply too many folks who were eager to share their love of the small town with Gavriilidis.

Over the last few months Gavriilidis has been interviewing these shop owners to better understand “what keeps people in a small town? …Who are the people who run the boutique, who run the coffee shop, who have dedicated their lives every day to come into the restaurant?” She sits with them, most of the time in their shop, setting up her iPad to capture their conversations. Some have lived in Nyack forever, some have returned after thirty years away. Each interview brings a new facet of the village and its charms to light. 

Gavriilidis seems to admire the calm shift from the lights, camera, action whirlwind of television, towards a more simplistic take that leaves behind her favorite aspect of journalism; the people. So far, she’s spoken with Long Path Outfitters, Art Cafe, Hudson Spectacles, The Parker and more, and gushes over the unique aspects of each. It’s obvious that Gavriilidis is doing this not just to make a five-minute commercial. It’s because she has a genuine love for each individual she meets. “I have interviewed people in Australia, New Zealand, America, France, and everybody has the same thing – they want to share their story,” said Gavriilidis. 

Gavriilidis has also been pleasantly surprised by the bonds she has found between the different businesses. “They really look out for each other. They’re genuine friends.” Gavriilidis has been sent from shop to shop thanks to recommendations from the businesses she has interviewed, supplying her with a never ending list of interviewees.

Not only are the bonds between the businesses strong, but Gavriilidis has found that Nyack’s entrepreneurs also go out of their way to support their community. “They’re really integrated within the community for [non-profits]… and they really like to dedicate their time to helping people.”

Gavriilidis views herself as a facilitator for these stories that otherwise might not have been told. “You just have to be yourself. You just have to share you. And that is what makes it unique.”

Beyond the commercial, Gavriilidis enjoys using her Instagram as a platform to share her love of the small town, and as a resource for people looking to support local businesses. On her page, you can find short videos where Gavriilidis chats with the camera showing her jaunts about town, chatting with businesses, her favorite coffee and tea spots, and picturesque squares of Nyack’s architecture.

If nothing else, one thing Gavriilidis wants people to take away from her work is the importance of shopping small. “It does take an extra step to get in your car, and go somewhere else. It takes you out of your comfort zone. But [know] that it really makes a difference if you go to The Rock Shop and buy a guitar, rather than a big box seller.”

 She believes so strongly in supporting her local community that should she win the Visit Nyack commercial competition, Gavriilidis plans to celebrate by investing her winnings at the shops around Nyack she has spent her time interviewing. 

The Visit Nyack commercial submissions end May 15th, but Gavriilidis has no plans to stop anytime soon. Within the five-minute limit of the Visit Nyack commercial, she cannot give adequate space for the abundance of Nyack businesses who have been willing to share their stories. Once the competition comes and goes, Gavriilidis plans to continue connecting with business owners and learning about her community members. Following her talks with the businesses she has spoken with, Gavriilidis plans to cut whatever footage she doesn’t use for the Visit Nyack commercial into a small promotional video for the businesses as a thank-you for their time. 

 For her, the creative fulfillment of being her own creative director has been its own reward. When it comes down to it, what Gavriilidis cares about is the person and their story. And that is what makes a small town, a small town. 

Follow Gavriilidis as she documents sweet small towns around New York and New Jersey @_gavariana.