By Matt de Simone
Beaver Dam Farm has been a part of Botetourt County’s agricultural community for generations. Owned and operated by Candace Monaghan’s family since 1900, the farm spent 92 years as a dairy operation before transitioning to beef cattle, hay, and straw. Today, it’s also home to one of the county’s most beloved annual events – the Beaver Dam Sunflower Festival – thanks to a bold idea for what was then a small field of gold.
Monaghan, who helps manage farm operations and leads the festival, recalls the deep-rooted traditions that have shaped her family’s story. “One tradition that has stayed constant is that the same family has continued to run the farm for over a century,” she said. “In earlier years, there was a real spirit of neighbors helping neighbors—farmers would come together to cut silage and fill silos, and those kinds of memories are still a big part of our story even if the practices have changed.”
Though the tradition remains, farming practices have evolved dramatically. “Cropping practices, for example, have shifted from heavy tillage to no-till planting, which helps conserve our soil. In the dairy years, milking methods changed constantly with new technology, making things more efficient and less labor-intensive. While not every tradition has remained the same, what hasn’t changed is the hard work, innovation, and family commitment that keeps the farm going.”
Ten years ago, that commitment was tested. The farm had pivoted to raising beef cattle and producing hay and straw and the financial picture was getting tighter. Monaghan, who at the time served as the farm’s bookkeeper, knew something needed to change. While discussing bills with her father, Preston Wickline, they talked about a batch of sunflowers that were recently planted. Candace came up with the idea of organizing a small sunflower festival to help the farm.
They set a modest goal: 300 visitors. Instead, over 1,600 people showed up. That unexpected turnout planted the seeds for what would become a full-scale agricultural event. Now, 10 years later, the Beaver Dam Sunflower Festival welcomes approximately 20,000 guests each fall. Last year’s event hosted over 120 vendors across a 10-day celebration of farming, flowers, and community.
Shifting from dairy to beef cattle and hay production also brought major changes to the family’s daily routines. “With the dairy, we had to be in the barn two times a day, seven days a week, no matter what,” said Monaghan. “Shifting to beef cattle and hay production gave us more flexibility. It still keeps us busy, but it allows more time to balance other farm needs and projects.”
That flexibility became crucial when managing both the cattle operation and a large-scale festival. “It really comes down to teamwork,” she explained. “My dad, brother, and other family members take the lead on the cattle side of the farm – checking herds, feeding, and managing the day-to-day care.
Family members handle much of the field work that makes the festival possible, from planting and harvesting the sunflower seeds to mowing the hay fields that later become parking lots.
Photo courtesy of Candace Monaghan
Monaghan added that in the weeks leading up to the festival, the family is out mowing and preparing those large areas so vendors and guests have space to park. Once the festival opens, they step away from some of their regular farm routines to run the hay wagons and help with setup and cleanup. Candace focuses on everything else – vendors, entertainment, logistics, marketing, and sponsorships.
Even outside of sunflower season, the farm never slows. “On the farm side, it’s the everyday work of caring for our cattle – checking the herds, feeding, fixing fences, and keeping equipment running,” she said. “At the same time, the Sunflower Festival has truly become a full-time operation. We start as early as January preparing vendor applications, and by spring we’re reviewing vendors, securing entertainment, and lining up advertising.”
Each year Monaghan works with the family to design new merchandise, build sponsorships, and apply for tourism grants. By early summer the family begins prepping the fields so they can plant seeds in July, and from then until September “it’s all about final details,” according to Candace – coordinating with vendors, confirming logistics like tents, porta potties, parking crews, EMS, and police, and making sure everything is in place.
Technology has helped manage the workload. “On the farm, we use GPS for some of our plantings, which helps us be more precise and efficient,” Monaghan noted. “On the festival side, we’ve also embraced technology to streamline operations. Online sign-ups for vendors, volunteers, and ticket sales have made the process smoother and more organized, both for us and for our guests.”
The farm’s cattle are sold through various stockyards rather than directly to consumers, but the festival has boosted visibility for other parts of the business. “People will often call after attending the event and ask if we have any (hay or straw) available. It’s a nice reminder that the festival not only supports itself but also shines a light on the fact that we’re still a working farm.”
Monaghan mentioned that while the sunflowers are the main draw, it opens the door for people to learn more about everything else at Beaver Dam Farm that occasionally leads directly to new customers.
The next generation’s role remains open-ended, like other farms in Botetourt County as times change. “My daughter is starting at Radford University this fall to study health and dietetics, and my son is still a junior at James River High School,” said Monaghan. “For now, they both help during the summer and plan to continue doing that as well as during festival time they are both out working the event alongside of us. I never planned on returning to the farm myself, and yet here I am – loving what I do and grateful for the opportunity. Sometimes the path back to the farm isn’t a straight one, but it has a way of pulling you in when the time is right.”
Her children, like many young people today, understand the importance of balancing tradition and innovation. “They also recognize the hard work and dedication it takes to keep a farm going – even when you don’t have the newest or most advanced equipment. I think that balance gives them a real appreciation for both the progress and the perseverance that farming requires,” she said.
Monaghan believes one of the biggest misconceptions about farming in Botetourt is that it’s simple or outdated. “I think a lot of people picture farming as something old-fashioned and simple – like you just throw some seeds in the ground and wait,” Monaghan continued. “The truth is, today’s farming is very modern and incredibly hard work. Farmers in Botetourt are running businesses, managing technology, and adapting constantly to weather, markets, and regulations. It takes a lot of planning, skill, and resilience to keep things going.”
She describes the local agricultural culture as both traditional and forward-thinking. “We have families who’ve been farming for generations, passing down values of hard work and stewardship of the land. At the same time, you’ll find farmers diversifying – whether it’s beef cattle, orchards, vineyards, or agritourism events like our festival. There’s a real sense of community here: neighbors helping neighbors, and people take pride in producing food, fiber, and experiences that benefit not only our county but visitors from far beyond.”
That sense of community is exactly what the Sunflower Festival has come to mean for Botetourt. Monaghan realizes the annual festival is more than a farm event in 2025. “It’s become a tradition families look forward to every September, whether it’s riding the hay wagon, shopping with local vendors, or just taking in the beauty of the flowers.”
For many visitors, the festival is their first direct experience with a working farm. The event, which runs from Sept. 5-14, opens eyes and creates a connection to agriculture visitors might not have otherwise. Monaghan knows that is something attendees carry with them long after the day is over. Festival tickets and full event details are available at www.beaverdamsunflowers.com.
As for what’s next, Monaghan is staying open to opportunity while remaining rooted in what works. “Just like the festival itself started with a simple idea, you never really know what opportunities might come along,” she said. “Our latest venture has been opening up our barn and transforming it into a wedding venue. That keeps us busy year-round when it’s not sunflower season, and it’s been another meaningful way to share the farm with the community.”
Monaghan said the family will keep building on that foundation to ensure the festival – and the farm – remain sustainable for generations to come.
If she could add one tool or resource for the future? “The ability to hold off the rain while we’re open!” she laughed.
But really, the most important resource any farm can have is its people. “Our hope is that the next generation will want to continue to be part of something that has been in our family for so long, carrying on the legacy while finding new ways to grow,” Monaghan said.
At Beaver Dam Farm, that legacy stretches back over a century. And with each fall field of sunflowers, it’s clear that Candace and her family aren’t just preserving the past – they’re growing something that continues to bloom.
