For Woodstock Furniture and Mattress Outlet, success has never been measured only by growth, sales or the number of homes its furniture helps complete. At the heart of the company is a broader commitment to service—serving customers well, supporting the communities it reaches and creating opportunities for others.

That philosophy begins with founder JR Aaron. When asked how he would like to be remembered, his answer was simple: “I want to be remembered as a giver.”

According to Mike Galanos, Woodstock’s Chief Storyteller, that spirit has shaped the company’s culture from the beginning. It can be seen in the way team members work with customers, the way they partner with designers and builders, and the way they invest their time and resources in organizations such as the Blue Ridge Mountains Parade of Homes.

A Homegrown Culture of Service

Woodstock’s story began with a single store on Canton Road and has grown into a larger, multi-location business. Yet Mike says the company has remained grounded in the values that helped it grow: service, humility, integrity and a desire to treat people like family.

“We say it and mean it when people come through the doors: welcome to the family,” Mike says.

That approach means helping customers make thoughtful decisions rather than simply directing them toward the latest sale. Woodstock’s team takes time to understand how someone lives, what will work in the home and what type of furniture will serve the family best. The goal is to come alongside customers, educate them and help them make a purchase they will feel good about long after delivery day.

For Mike, that culture was already familiar before he joined the company. He and his family had been Woodstock customers for years. After a long career in broadcasting, first as a sportscaster and later as a newscaster, he was invited to help with a new marketing campaign. The transition felt natural. He could use the storytelling skills developed over decades in television while representing a company whose values he already respected.

A Natural Parade Partnership

Those same values made Woodstock’s relationship with the Blue Ridge Mountains Parade of Homes a natural fit. The company has supported the Parade for years, not only as a sponsor but as an active partner throughout the event.

One of Woodstock’s most visible roles comes at the beginning of the Parade experience. Members of the team help welcome attendees as they arrive to collect their credentials and begin touring the homes. For Mike, the excitement is impossible to miss.

“People come from far and wide,” he says. “We get to meet them with a smile as they’re excited, and that’s just great.”

The Woodstock team sees that welcome as an extension of the same family-oriented service found in its stores. Some guests are visiting for inspiration. Others may be thinking about purchasing or building a home in the mountains. In either case, Woodstock is there to help make the experience more personal and to let visitors know the company can help turn a beautiful house into a home.

Woodstock also works closely with builders and designers to furnish Parade homes. Its design team collaborates rather than dictates, beginning with the vision for each room and identifying pieces that complement the architecture, style and way the space is intended to be used.

“It’s not us saying, ‘This has got to go in that home,’” Mike explains. “It’s, ‘Let’s work together. What is your vision here? We’ve got just the right thing.’”

When everything comes together, the furniture becomes part of the experience. Visitors can imagine gathering in the living room, relaxing after a day in the mountains or creating memories with family. For Woodstock, seeing guests respond to those completed spaces is one of the most rewarding parts of Parade weekend.

Telling the Stories Behind the Scholarships

Woodstock’s involvement extends well beyond welcoming guests and furnishing homes. The Parade’s scholarship mission closely reflects the values the company strives to live out—particularly service, integrity, perseverance and the willingness to work hard even when no one is watching.

As Chief Storyteller, Mike has helped bring that mission to life by sharing the stories of scholarship recipients. His broadcasting background allows him to look beyond the basic facts of a scholarship award and uncover the determination, sacrifice and family support behind each student’s journey.

Norma Solis was among the first recipients whose story made a lasting impression on him. Her hard work, the commitment of her family and the way she continued to excel after receiving the scholarship showed that the award was not the end of the story. It was the beginning of new opportunities.

Carder Lance’s story revealed another kind of perseverance. After battling a tumor, he returned to sports, continued excelling in school and earned a scholarship. A chance conversation with Carder’s parents after a banquet gave Mike an opportunity to learn what the young man had overcome.

“You never know what he has battled,” Mike says. “And yet he battled to the point where he’s playing sports again, he’s excelling in school and he’s winning a scholarship.”

Mike has produced these stories with help from his son, David, whose editing skills bring the interviews and footage together. For Mike, the collaboration has been meaningful both professionally and personally.

“What a blessing that has been as a dad—to work with your son and to see his skills on full display,” he says.

Giving That Opens Doors

The scholarship banquets reinforce why the partnership matters. Mike describes watching names being announced, families beaming with pride and students beginning to understand that their futures may now look different. Financial support can open doors to education, training and careers in construction and the skilled trades, but the recognition itself also tells students that their community believes in them.

That is why Woodstock’s support is more than a sponsorship. It is an expression of the culture J.R. Aaron established and the legacy he hopes to leave.

For other businesses considering becoming involved, Mike’s message is direct: “You will not regret it.”

Every contribution—whether financial support, donated time, professional expertise or simple encouragement—helps move the mission forward. For Woodstock Furniture and Mattress Outlet, the return is found in the students who gain opportunities, the families who celebrate their success and the stories that continue unfolding long after Parade weekend.

As Mike puts it, seeing the scholarship recipients and “the doors of opportunity open to their lives” is what makes the partnership so inspiring.