Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, February 16, 1993 TAG: 9302160045
SECTION: BUSINESS PAGE: A-4 EDITION: METRO
SOURCE: CHARLYNE H. McWILLIAMS STAFF WRITER
DATELINE: LENGTH: Medium
TOUGH LOCALE? NO PROBLEM
Let's face it. When people say they live in Northwest Roanoke, certain images come to mind.Richard Shumaker wants to see that changed.
Shumaker manager of Westwind Apartments, is trying to start an association of Hershberger Road business owners. He said the group would promote the positive aspects of the area, help change the way news media approach and cover events there and some perceptions of its neighborhoods.
As president of the Roanoke Valley Apartment Association, Shumaker said he's also working to get the regional apartment guide to list complexes some way other than by their locations. "It's not fair to a property manager to not be able to show the property because of its location," he said.
Shumaker and Kim Hardy, who manages Sterlingwood Apartments across Hershberger Road from the Westgate complex, said they've had prospective tenants hang up in the middle of telephone conversations when they learned the complex's location.
His long-term goal is to get the city to provide some kind of incentive such as tax breaks that will help attract people to Northwest. Such an effort is necessary to help change notions about it being a crime-ridden area where low-income people live.
"There are a lot of myths about this side of town," she said, adding that the media as well as police are responsible for perpetuating negative ideas.
The apartments in both complexes have rental rates that are comparable to others. They have many of the same amenities including pools, on-site laundry areas and tennis and basketball courts. They also have things that many complexes don't offer, such as fireplaces, a weight room and free golf. Location is the only major difference between Westwind, Sterlingwood and other complexes.
"A mile that way and it would be a different story," she said pointing out her office window toward Peters Creek Road in Northwest Roanoke county.
Hardy said lack of safety has not been a problem at Sterlingwood. At one time the complex had a security person, but it found the service wasn't needed.
Westwind has a "courtesy patrol" mostly for marketing purposes, Shumaker said. "There's nowhere near the crime problems or incidents of crime that one would think," he said.
Shumaker is so sure tenants won't have a problem at Westwind that he offers a 30-day guarantee. After this time, he said, he will allow anyone who has signed a one-year lease to leave if he or she finds a problem.