Community members and officials from Christiansburg and Blacksburg listened to outside perspectives from panelists with experience in marketing downtown development March 30. The Montgomery County League of Women Voters hosted a “The Downtowns – ReVisioned” forum beginning with tours earlier in the day. About 55 attendees listened as panelists shared observations and suggestions in an open forum which also fielded questions from the audience.
Retired economist and League president Mary Houska explained how changing demographics in the labor force and housing patterns over the past 45 years had created significant lifestyle changes focused on convenience and cars. She served as moderator for this forum.
Jack Steelman, a North Carolina commercial real estate agent and former downtown director of Winston-Salem, NC, pointed out that consumers define their own expectations today. Steelman said downtowns must offer a “complete experience” which includes shopping, dining, professional or medical offices, churches and multi-generational housing. “Montgomery County’s two downtowns have delightful, unique styles; but very different economies,” he said. Steelman said that 95% of what he’d heard during his visit was focused on the past, rather than the future. “With the absence of a plan, a full-time director and community support, economic trends won’t change on their own,” he said.
Virginia Tech marketing professor Jim Littlefield stated that perceptions about a lack of convenient parking and a “false economy” created by the university pull people away from Blacksburg’s urban core. “The Lyric and live music can pull more people into the smaller, independent businesses,” he said. Littlefield also stated additional traffic calming measures and a proposed trolley system running from University Mall, through the downtown and continuing to the First & Main mall would help make all Blacksburg commercial areas more accessible.
Commercial broker and a former town council member of Clemmons, SC, Chuck Houska stated one thing that struck him immediately was when exiting Interstate 81 at Route 8 (Main Street), “There were no signs, nothing through two lights, to let people know where Christiansburg is. Then you crest a hill, and you discover this wonderful little downtown with lovely church steeples, trees, homes, special shops, and all this free parking. But maybe there’s just a bit too much open parking, indicating more business and foot traffic is needed.”
Houska said when he goes to visit a community he rarely goes to traditional websites such as the local government or chamber. “I get on the internet and Google. Reading local blogs tells me what’s really going on..which is how I learned that in a one mile radius of Blacksburg, consumers purchase more beer than gas.” Houska went on to say that if a community truly values these traditional hubs, consumers must get out and support local business. “Malls and big box stores have been overbuilt. These have an average life of ten years and are hard to adapt to other uses. If you want vacancy rates to go down and property values to go up in your downtowns, you have to offer things that keep folks coming back – events, special programs, entertainment, variety and quality,” he said.
Angela Hamilton, director of Lynch’s Landing, stated her community began work over ten years ago, subsequently adopting the Virginia Main Street model in 2000. “We’ve had tremendous support from the city,” she said, receiving $1 million per year for capital improvements including wayfinding signs, burying utilities, facade improvements, and building better sidewalks and streetscapes. Since then, Lynchburg’s efforts are credited with helping to establish nearly 100 new businesses, creating over 600 full-time jobs, and seeing public and private investments increasing downtown property values more than $50 million.
Hamilton stated even during the recent housing crisis, "We see greatly increasing demand from both empty-nesters and young professionals who want the conveniences of living, shopping, dining and working all in the same place.“ She indicated their First Friday programming generated an approximate $100,000 annual net. This provides funding for her organization and many non-profit organizations, while acting as a magnet for community mixers and a destination event.
Panelists stated both Blacksburg & Christiansburg downtowns had unique attributes which could be strengthened and remain complementary, rather than competitive. High-end retail and restaurants were considered key elements, and were seen as being viable business options for entrepreneurs. This included building on Christiansburg’s antiques and heritage, and expanding art and music venues in Blacksburg, along with studio or condo inventory in both downtowns. Non-cooperating property owners (those who abandon buildings, leaving them under-utilized or vacant), should be engaged or incented to make changes, the panelists agreed.
Hamilton said an effective strategy for Lynchburg had been to use neglected storefronts as marketing venues for the area. “We even placed signs saying “This Building Is Full of Potential” in some of the vacant buildings,” she said.
Local governments and interested stakeholders should focus on the 80% positive and willing rather than the 20% negative or disengaged, panelists said. A good mix of businesses and residential, creating a sense of safety and accessibility, having the necessary infrastructure with supportive municipalities were deemed as critical ingredients for creating fully revitalized, in-demand urban cores.
A recording of this 1.5 hour forum may be viewed here. A related Roanoke Times article by writer Tonia Moxley can be read here.