WHAT IS THE SCOUT GUIDE?
The Scout Guide (TSG) is a publication dedicated to living beautifully, living well, and living like an insider—wherever you are. We connect you with inspiration, as well as with makers and experts who can help you enhance your life, elevate your surroundings, and enjoy your community to the fullest.
In our print guides, we feature excellent independently owned businesses and business owners that both locals and travelers should know about in more than 60 cities.
Here, we share tips from our vast network of experts on everything from creating an inviting guest room to selecting personal stationery to planning a formal garden; offer inspiration for creating beautiful interiors, having a well-edited closet, giving thoughtful gifts, and entertaining in style; feature special and one-of-a-kind Scouted finds; provide travel tips from in-the-know locals; and tell in-depth stories about talented artists, artisans, and entrepreneurs.
We also offer you access to our Scouted artists, artisans, and entrepreneurs through our extensive TSG Directory, putting our carefully curated network right at your fingertips.
WHO WE ARE
Launched in 2010 by Susie Matheson and Christy Ford, The Scout Guide began as a locally focused website and city guide dedicated to Charlottesville, Virginia. Since then, TSG has expanded nationwide, with Editors in each city serving as curators, connectors, tastemakers, and small business advocates.
At our headquarters in Charlottesville, our national team shepherds our print guides through design and production and produces The Scouted Life, our online editorial content as well as the newsletter that shares the same name.
As a network, we’re more than 3,000 small business owners, artists, artisans, dreamers, doers, and makers; over 80 Editors in big cities and small towns; and a team in Charlottesville, Virginia, dedicated to discovering, sharing, and supporting the talented individuals who make up our TSG community.
WHAT WE BELIEVE
We believe in creating a beautiful, simple, well-curated life.
We believe in authenticity. We believe in storytelling. We believe in relationships.
We believe in being proactive, engaged members of our communities.
We believe in sharing what we love, advocating for one another, and supporting each other.
We believe you should always remain curious, keep seeking inspiration, and be open to discovery.
We believe everything you need to have a beautiful life can be found within your own community.
HOW TO USE TSG
A COLLECTION, A COMMUNITY, AND A LIFESTYLE, THE SCOUT GUIDE IS:
A RESOURCE FOR LIVING WELL
Our print guides and online directories showcase premier businesses in a variety of categories.
Whether you’re a longtime resident, newly relocated, or just passing through town, our city guides can help you
find the experts and experiences you’re seeking. From artists to architects, dermatologists to doggy day care providers,
florists to financial planners, stationery to spas and so much more, we have you covered.
A SOURCE FOR INSPIRATION
The Scouted Life offers daily doses of inspiring and informative content on topics such as entertaining,
home décor, travel, fashion, and culture. In addition, our Editors provide updates on what’s happening in their cities
and introduce you to the faces behind the places featured in their guides on various social media platforms.
A WAY TO CONNECT WITH POTENTIAL CUSTOMERS OR PARTNERS
The Scout Guide exposes TSG members to high-potential clients, customers, and partners through our beautifully
produced print guides, which are published annually and strategically distributed throughout the year;
placement in our online local and national directories; targeted online promotion; and creative marketing
efforts designed and executed by our Editors.
SUSIE MATHESON began her career in publishing in San Francisco. After getting married, she moved to Charlottesville, where she worked at BoxerJam, an internet gaming startup. She then started a men’s handkerchief business, which she ran while raising her three children. After selling her business, Matheson started a blog, Scout Charlottesville, where she wrote about the local treasures she discovered while shopping and exploring in her hometown. The response was overwhelmingly positive; readers embraced Matheson’s voice and coveted her unique finds, and the businesses that Matheson mentioned in her posts saw their sales figures increase. From that successful formula, The Scout Guide was born.
CHRISTY FORD started her career in New York City, where she was a photographer for shelter magazines for seven years. She then moved to Charlottesville, where she opened And George, an antique and home store, with her mother. The store soon became a favorite among locals and a destination for out of town visitors, and it is currently celebrating its thirteenth year in business. In 2010, Matheson approached Ford with an idea: she proposed that they collaborate on a beautifully produced guide that featured the best of Charlottesville. They envisioned The Scout Guide as a book worthy of display on a coffee table and right at home on a bedside table in a guest room, filled with photos depicting the independent businesses—and, just as important, the faces behind them—that made their town unique. The first Guide was published in spring of 2010, and the rest is history.