ROANOKE TIMES 
                      Copyright (c) 1996, Roanoke Times

DATE: Friday, May 31, 1996                   TAG: 9605310055
SECTION: VIRGINIA                 PAGE: B-3  EDITION: METRO 
SOURCE: JAMES TOLLIVER JR. STAFF WRITER 

NORTH WILLIAMSON ROAD SCHEDULED FOR A FACE LIFT

Williamson Road is a popular business district in Roanoke. Soon, those who live and work along the same road in Roanoke County may see many changes to its physical appearance and its economic vitality.

A ceremony to introduce a master plan for improving the commercial corridor of U.S. 11 between the Botetourt County line and Plantation Road will be held Saturday at Hollins College. The 2 p.m. ceremony will coincide with the dedication of the college's new entrance.

The plan initially was the idea of former Hollins President Maggie O'Brien, said Terry Harrington, director of planning for Roanoke County. "She wanted to change the visual and economic perspective of that area."

The master plan calls for landscaping major gateways into the corridor, renovating existing structures and developing new businesses.

O'Brien's vision began nearly four years of research by Roanoke County. Roanoke architect David Hill, whose work includes the Henry Street redevelopment project, was commissioned to develop the corridor's master plan.

"He has been working on it over a year now," said Linda Steele, Hollins' director of college relations. "He will unveil it for the first time on Saturday."

Hill's plan evaluates the existing corridor and offers suggestions on how the commercial area could be enhanced through public and private actions.

The Roanoke County Board of Supervisors earmarked $30,000 to get the project started; full funding has not been arranged. The board will discuss the possibility of an additional $30,000 at its next meeting. Funding options the board will consider include tax districts and federal grants.

"I want everyone to know that we stress that this project is a partnership and not regulations," Harrington said.

Business owners in the corridor who choose to renovate or enhance property according to the master plan would receive financial incentives from Roanoke County.

"I think the businesses will respond favorably to the incentives," said Mike Bailey, incoming president of the Williamson Road Area Business Association. "We want to see a consistency in the aesthetics."

"I think the plans are so exciting and well done," Steele said. "The project is on the brink of a great beginning."

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