Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, February 8, 1994 TAG: 9402080251
SECTION: EDITORIAL PAGE: A6 EDITION: METRO
SOURCE: DOUGLAS C. WATERS
DATELINE: LENGTH: Long
Roanoke is home to one of the most unique and vibrant downtowns in all of Virginia, an area that is not only the business and professional heart of the Roanoke Valley but also a home to a myriad of specialty retail shops, restaurants and cultural opportunities such as galleries, museums and theater.
There are currently 563 businesses located in downtown. In 1993, 25 new businesses came into the downtown area, as did 302 new jobs. With an extremely high occupancy rate of nearly 92 percent and retail sales of more than $78 per square foot, one would be hard-pressed to see downtown Roanoke as a collection of empty offices and vacant storefronts. Few area malls can boast vacancy rates of less than 10 percent, and none can come close to the historic City Market area's 33.28 percent increase in gross retail sales. From 1991-1992, downtown Roanoke saw the highest increase in retail sales of any shopping district in Virginia west of Richmond. These numbers alone indicate downtown Roanoke's success, but it's the uniqueness and fullness of downtown's offerings that account for these numbers and the high volume of people choosing to spend time downtown.
Tourism is an important factor in the life of downtown Roanoke. Masses of Roanokers and visitors to Southwestern Virginia flock to the historic City Market area each year. They savor the local flavor of the market as they enjoy fresh flowers in the spring, ripe fruits and vegetables in the summer, apples and pumpkins in the fall, and fresh pine and hand-made crafts during the holidays. The market in downtown Roanoke has been in operation since 1874, making it the oldest continuous farmers' market in this part of Virginia. The Roanoke Valley Visitors Information Center records nearly 40,000 visitors annually, and Center In The Square has gained the honor of being the seventh most popular tourist attraction in Virginia, drawing 72,000 visitors in 1992 alone.
Tourism is not, however, what keeps downtown Roanoke alive. Loyal Roanokers have supported downtown businesses, retailers and events for years. They are the bread and butter that's created the thriving center city that is now beginning to attract much positive national attention.
As downtown Roanoke grows, night life is once again finding its way downtown. On any given night, one can eat dinner at one of the area's 66 restaurants, see a play, dance to a live band, attend an art opening during Art By Night's monthly gallery walk, have a cup of coffee and a friendly conversation in the coziness of a neighborhood coffee shop, or watch the stars and planets spinning overhead at Hopkins Planetarium.
Weekends downtown are never slow. From May through December, there's a steady flow of exciting, colorful events such as the Virginia Championship Chili Cookoff and the Roanoke Railway Festival, both of which have attracted crowds of more than 30,000. The Roanoke Railway Festival alone has created an economic impact of more than $3 million in a single year. There are downtown festivals created to celebrate the heritage of the Roanoke Valley, festivals to celebrate the diversity of our population, festivals to celebrate the seasons, and festivals to celebrate the abundant harvest and crops of Iocal farmers. Far from declining in number and participation, in 1993 there was in excess of 14 special events downtown. This shows a steady and continuous increase in family-oriented activity in the downtown area. New events are already being planned for this year.
With downtown alive in so many ways, it does seem natural that people would want to live downtown. Opportunities to do just that are expanding. Downtown Roanoke Inc. coordinates the Upper Story Housing Program with financial incentives to create downtown living space in currently under-utilized upper-stories. In 1993 alone, downtown Roanoke saw three such projects come to completion, adding nine new units to the downtown housing base and bringing the grand total to 32 units. When these new apartments were showcased in an open house sponsored by Downtown Roanoke Inc., public response was extremely positive, resulting in the immediate rental of all but one available unit.
As people begin to experience what a vital, easily accessible, safe and affordable living place downtown is, the demand for appropriate housing will continue to increase. Downtown Roanoke is ready to respond to that demand.
Downtown Roanoke is alive, well and thriving. It's both a cultural and economic center, with growing residential opportunities. Roanokers should take pride in their downtown and participate in all it has to offer.
Douglas C. Waters is president of the board of Downtown Roanoke Inc., a 33-year-old private-sector downtown economic-development organization.
by CNB