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State of Downtown Roanoke
2010 Employment Residents Hotel Rooms Parking Garage Spots
8795 816 331
1 | 2010 STATE OF DOWNTOWN ROANOKE REPORT
Table of Contents
INTRODUCTION CURRENT DEVELOPMENT EMPLOYMENT GREEN BUILDINGS & GREEN SPACE POPULATION HOTELS & TOURISM ARTS, CULTURE & ENTERTAINMENT RETAIL & RESTAURANTS TRANSPORTATION & PARKING 3 4 6 8 9 11 12 14 15
ABOUT DOWNTOWN ROANOKE, INC.
Since 1960, Downtown Roanoke Incorporated (DRI) has been a catalyst for change in Downtown Roanoke. The organization strives to make downtown a center for industry, education, arts and culture, and recreation. DRI, a collaboration between representing property owners, businesses, merchants, non-profits, and the government, works to strengthen the economic vitality of downtown. Located at 213 Market Street, the private non-for-profit downtown development organization provides leadership and support to help preserve the character while enhancing the overall downtown experience. The organization offers services throughout the Downtown Service District under a contract with the City of Roanoke. It also manages the Historic Roanoke City Market which is the oldest continuouslyoperating open air market in Virginia. On a day to day basis, the organization strives to further its mission to making Downtown Roanoke the preferred place to live, work and play.
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Downtown Roanoke is located at the heart of the historic and vibrant “Star City of the South” or City of Roanoke, Virginia. Originally established as Big Lick, the City of Roanoke served as a terminal of the Shenandoah Valley Railroad. The rapid growth and development of the area from the railroad industry allowed Big Lick to incorporate as the City of Roanoke in 1884*. As a southwestern hub, the City’s geographic location west of the Blue Ridge Mountains has created a center for transportation, distribution, trade, entertainment and attractions. Within the City of Roanoke, the downtown central business district is defined by Interstate 581 on the east and 6th street on the west. The center of downtown houses the Historic Market District outlined by City Market Building, Center in the Square, and Market Street. Historically, this area sparked from the establishment of the Historic Roanoke City Market, now known as the Farmer's Market, in 1882. As people are rediscovering downtown living and entertainment, Downtown Roanoke is revitalizing, building community and instilling a desire to live, work and play in downtown. The 2010 State of Downtown Roanoke is a comprehensive profile of the downtown marketplace, including employment, office, economic impact, green space, residential, tourism, arts and culture, retail, and transportation trends. The following sections provide detailed statistics in each of the above markets. For more information or to give feedback regarding the information in this report, please email email@example.com.
3 | 2010 STATE OF DOWNTOWN ROANOKE REPORT
City Market Renovation
RIGHT: The map displays active and announced development projects within the DRI Downtown District.
DOWNTOWN ROANOKE, INC. | 4
LEFT: There is ample opportunity to invest in one of the many vacant parcels in the Roanoke Downtown District.
5 | 2010 STATE OF DOWNTOWN ROANOKE REPORT
Downtown is home to several of the largest employers in the Roanoke Valley, including Carilion Clinic, City of Roanoke and Anthem. The Downtown District hosts an array of businesses from large corporations to locally owned businesses. These businesses provide many of the following services by industry sector: health care and social assistance; professional, scientific, and technical services; or financial and insurance. Employment in the main market district area saw a 2% increase from 2006 to 2009. Despite 2009’s economic conditions, employment in downtown remained fairly consistent from 2009 to 2010 even though the city as a whole experienced a 3% decrease in employment. It is important to note that the downtown district actually employs a greater percentage of the population who work in 24016 zip code even though other major employers such as Norfolk Southern, Kirk Family YMCA and Jefferson Center are not accounted for in available VEC data.
Top 20 Employers
Name Carilion Clinic City of Roanoke Veteran's Affairs Anthem American Electric Power Davis Elliot Construction CBIZ Benefits and Insurance Gentry Locke Rakes & Moore Federal Courts First Citizen's Bank & Trust LPS Services, Inc. Valley Bank Suntrust Bank Member One Federal Credit Union Hall Associates Media General (WSLS-TV) Meridium
Source: Roanoke Regional Partnership DOWNTOWN ROANOKE, INC. | 6
Employment Range 1,000 + 500 to 1,000 250 to 500 100 to 250 100 to 250 100 to 250 100 to 250 100 to 250 100 to 250 100 to 250 100 to 250 50 to 100 50 to 100 50 to 100 50 to 100 50 to 100 50 to 100
Source: U.S. Census Bureau, OnTheMap Application and LEHD Origin-Destination Employment Statistics
Employment by Industry Sector, 2009
Public Administration Other Services (excluding Public Administration) Accommodation and Food Services Arts, Entertainment, and Recreation Health Care and Social Assistance Educational Services Administration & Support, Waste Management… Management of Companies and Enterprises Professional, Scientific, and Technical Services Real Estate and Rental and Leasing Finance and Insurance Information Transportation and Warehousing Retail Trade Wholesale Trade Manufacturing Construction Utilities Mining, Quarrying, and Oil and Gas Extraction Agriculture, Forestry, Fishing and Hunting 5.12% 4.07% 7.73% 1.40% 29.22% 8.34% 7.73% 5.97% 11.91% 1.85% 9.43% 2.38% 0.23% 0.98% 0.25% 1.86% 1.46% 0.01% 0.01% 0.02% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
Employment Change, 2006-2010
Source: VEC Quarterly Census of Employment and Wages
160000 140000 120000 100000 80000 60000 40000 20000 0 Downtown Roanoke (Zip Code 24011) City of Roanoke Roanoke MSA
2006 8553 71740 154146
2009 8738 67083 148244
2010 8795 65219 144049
7 | 2010 STATE OF DOWNTOWN ROANOKE REPORT
Green Buildings & Green Space
In September 2007, the City of Roanoke launched the Clean and Green Campaign in order to encourage businesses, organizations, and neighborhoods to protect the local environment. The 18 -month campaign ended in the spring of 2009. During the campaign, the City saw a rise in LEED certified buildings. Currently, there are 4 LEED certified buildings and one Energy Star building in the downtown district.
Certification LEED Gold LEED Silver LEED Certified LEED Certified Energy Star Downtown Roanoke Green Buildings Building Address Claude Moore Education Complex HSMM AECOM Buildings Division Relocation State and City Building Renovations Clark Nexsen Roanoke Office Renovation 111 Franklin Plaza 108 North Jefferson Street, Roanoke, VA 24016 10 South Jefferson Street, Roanoke, VA 22011 104 Campbell Ave SW, Roanoke, VA 24011 213 S Jefferson St # 1011, Roanoke, VA 24011 111 Franklin Rd. SE, Roanoke VA 24011 Year Built/ Renovated 2008 2010 2007 2010 2003
In 2003, Roanoke adopted an Urban Forestry Plan (UFP), a compliment to Vision 20012020. The plan is part of Roanoke’s initiative to become more economically competitive by increasing the sustainability and livability of the city. In 2002, an Urban Ecosystem Analysis found the city to have a 32 percent urban tree canopy (UTC). The UFP set a goal of 40 percent UTC within the following 10 years. In early 2010, a Virginia Department of Forestry report showed the city’s tree canopy to be 48 percent of total land area*. The UFP makes five other recommendations: reverse the annual net loss of public city-owned trees; target non-residential corridors and gateways for “greening”; target tree-planting programs in neighborhoods easements, road side, and medians; encourage citizens to plant in their yards; and improve tree management. The City of Roanoke acknowledges a total of 18 miles that make up five greenways in all: Roanoke River, Lick Run, Mill Mountain, Murray Run, and Tinker Creek. In addition, the City has more than 60 parks. Specifically in the Downtown District, Elmwood Park serves as the major green space along with a part of the Lick Run and Mill Mountain greenways.
* Source: http://roanokeva.gov/85256A8D0062AF37/vwContentByKey/N287YMEY344LGONEN
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Population and Housing
NOTE: This information is based on the Census 2000 data for census tract 11 in the city of Roanoke. It will need to be updated as soon as the Census 2010 data becomes available on the census tract level. Total population of Downtown Roanoke has decreased slightly over time. The 1990 Census showed a population of 1024 for downtown Roanoke and the 2000 Census showed a population of 874*. Although the 2010 census is not available, it is estimated that about 817 people currently live in the downtown area. Because urban living and access to amenities is often considered desirable, this decrease in population could be an opportunity to develop housing in the downtown area. In terms of age, downtown Roanoke’s population is not concentrated in one particular age group. Instead, age cohorts of area residents are evenly spread out. A large proportion of downtown’s population is made up of the young adults, ages 22 and 24 and ages 25 and 29, making up 10.41% and 17.28% of the population respectively*. For educational attainment, the majority (51.07%) of those who live within downtown Roanoke have a high school degree or higher. A small percentage (14.33%) of Roanoke’s population has gone on to take some college courses or receive an associate’s degree*. To examine education levels of those who work in downtown, 2009 OnTheMap Application shows that 54.8% of the working population has some college or Associates degree and Bachelor’s degree or advanced degree in the primary market zip code of 24011**.
* Source: http://www.census.gov/ **Source: http://lehdmap.did.census.gov/
Total Population of Downtown Roanoke
1050 1000 950 900 850 800 1990 2000 Estimated 2010/2011
9 | 2010 STATE OF DOWNTOWN ROANOKE REPORT
In terms of commuting to work, over half (66.38%) of all downtown Roanoke residents who are employed and over 16 spend less than 20 minutes traveling to work. Most Roanoke workers over 16 also chose to use other means of transportation than personal automobiles (54.31%). Of those workers who chose to use personal automobiles for transportation, 58.4% drove alone and 41.51% carpooled*. Families and households differed in terms of median income in downtown Roanoke. The median family income is $40,357 (in 1999 dollars) and the median household income is $14, 013 (in 1999 dollars). The per capita income is $7, 874 (in 1999 dollars). The majority (59.63%) of the income-earning population of downtown Roanoke is above the poverty level*.
Housing Occupancy Rates Total 170 Occupied 134 Owner-Occupied Renter-Occupied Vacant 36 For Rent For Sale Only Rented or Sold, Not Occupied For Seasonal, Recreational, or Occasional Use Other Vacancies 19 0 0 3 14 8 126 Percent of Total 78.82% 4.71% 74.12% 21.18% 11.18% 0.00% 0.00% 1.76% 8.24% DOWNTOWN ROANOKE, INC. | 10
Percent of Occupied 5.97% 94.03% Percent of Vacant 52.78% 0.00% 0.00% 8.33% 38.89%
As shown in the table of housing occupancy rates, the majority of Roanoke’s residential units are occupied. Of these occupied units, most are renter-occupied, but a few are owneroccupied. As for vacant units, most are vacant rental units, but many are vacant due to other reasons and a few are units designated for seasonal, recreational, or occasional use*. This data may imply that there is a market for the development of for-sale residential dwellings in the downtown area.
* Source: http://www.census.gov/
Hotels & Tourism
Available Rooms in Surrounding Downtown Hotels
Right: According to the Roanoke Valley Convention and Visitors Bureau, the City of Roanoke has a total of twenty-five hotels supplying 2643 rooms. From the twenty-five hotels, seven hotels are located within the surrounding downtown area. Hotels provide visitors a total of 1034 rooms accounting for 40% of the available rooms in the City.
Rodeway Inn Ramada Inn & Conference Center Hotel Roanoke & Conference Center Holiday Inn Express Econo Lodge Roanoke Days Inn Civic Center Cambria Suites 0 50 100 150 200 250 300 350
Source: Roanoke Valley Convention & Visitors Bureau
*Source: http://hotelroanoke.com/about/index.php **Source: http://www.hotelroanoke.com/press/documents/HRCCDoubletreeAwards2011.pdf
Since 1882, Hotel Roanoke and Conference Center, pictured on the right, has been serving as the City’s centerpiece and the only hotel located in the downtown area*. The Historical National Landmark offers 331 guest rooms including 20 suites, a 63,000 square foot conference center, 34 meeting rooms, fitness activities, fine dining and a pub. In 2007, Hotel Roanoke and Conference Center celebrated 125 years of service and hospitality in the Roanoke Valley highlighting its historical and social ties to the community. In 2010, the Hotel was recognized with three distinctions by Hilton brand. These awards included its second Connie Award for highest overall hotel performance; seventh consecutive Pride Award for brand consistency, guest loyalty and brand promise; Award of Excellence in Food and Beverage two years in a row**.
11 | 2010 STATE OF DOWNTOWN ROANOKE REPORT
Arts, Culture & Entertainment
Downtown Roanoke is the home to numerous arts, culture, and entertainment venues. It also boasts an array of festivals and philanthropic events as well as the highly noted Historic Roanoke City Market. For more than 28 years, the Center in the Science Museum of Western Virginia is Square (Western Virginia Foundation for the the oldest science museum in the Arts and Sciences) has been home to many Commonwealth and the closest key independent Roanoke cultural science center for residents in 25 organizations: Science Museum of Western counties in western Virginia. It is Virginia, History Museum & Historical Society accredited by the American of Western Virginia, O. Winston Link Museum, Association of Museums. Total Mill Mountain Theatre, The Arts Council of attendance is over 100,000 each year. the Blue Ridge, Opera Roanoke, and From 2005 through 2009, the museum Roanoke Ballet Theatre, Inc. The newest served 796,512 patrons. Between 2009 beneficiary is The Harrison Museum of and 2010 alone, it served 60,603 African American Culture. individuals through our outreach programs. The Science Museum’s Center in the Square is one of the newest exhibit is “Explore Virginia’s Roanoke Valley’s greatest success stories, Nightlife,” a collaborative project with and was named Best Idea of the Last 35 local science and technology giant, ITT. Years by The Roanoker Magazine in July/August 2010. Between 2008 and Virginia Museum of Transportation is the 2011, the Center raised $9 million for A Official Transportation Museum of the Centered Impact, a historical renovation Commonwealth of Virginia. It is the only and green building capital campaign. museum that focuses on the railroad Annual economic impact is $19 million industry. During the past 4 years, the and total attendance from 2005 to 2009 museum has seen a 150% increase in is 2,368,57. attendance with 50% visitors coming Harrison Museum of African American Culture has had numerous exhibits including Women of a New Tribe, Greta Evans Collection and Henry Street Live. In 2007, the museum received the "Special Organization Award" from the Beta Chi Omega Chapter of Alpha Kappa Alpha Sorority, Incorporated. from out of state. The museum has also made significant capital improvements and opened the Advance Auto Gallery of old cars. In 2011, the museum plans to open the Aviation Gallery.
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The Jefferson Center, an 86 year old landmark, is a historic community cultural center for the City of Roanoke providing a center for music: teaching, performance, recording, and development of youthful talent. During 2009 and 2010, the Center presented three concert series, the Star City Series, Jazz Club Series and Family Series, that brought world-class artists and performers and widened the choices of cultural events. Music Lab, a unique educational program for teenagers launched during the year and engaged students, who attended the Lab 1,604 times to compose, record, and perform music. The Jefferson Center received $224,328 in grants awarded to support the arts. From 2005-2009, the Center received 401,416 patrons. In the fiscal year between July 1, 2009 and June 30, 2010, The Jefferson Center served 104,024 patrons including 8,237 youth less than 18 years of age. Historic Roanoke City Market, located at the intersection of Campbell Avenue and Market Street, is open year-round, seven days a week, and closes only on Christmas and New Year's Day. It prides itself as being the oldest continuously operating open air market in the Commonwealth of Virginia. Currently, the Market has 40 contracted vendors and approximately 10 daily vendors. It offers a wide variety of products including: Seasonal produce, greens, herbs, grassfed beef, lamb, pork, chicken, eggs, jams & jellies, mushrooms, baked goods, bedding plants, fresh cut flowers, handcrafted soaps, and a variety of crafts including: jewelry, pottery, stained glass, photography etc. The Historic Roanoke City Market has been recognized as a "Great American Public Place" by the Lyndhurst Foundation. Locally, the market receives many "Best of Roanoke" awards by readers of The Roanoker Magazine.
13 | 2010 STATE OF DOWNTOWN ROANOKE REPORT
Retail & Restaurants
The retail industry has continued to grow in the downtown market district. A unique selection of restaurants and retailers continues to bring patrons downtown. Retail industry is comprised of more than 130 stores offering shopping, dining and personal care services. In terms of shopping, customers can find art, antiques, apparel, accessories, jewelry, florists, home furnishings, convenient stores, and gifts and novelty stores. The downtown’s first grocery store is scheduled to open in August 2011 at Sixteen West Marketplace, located at 16 W. Church Ave*. Dining options make up 39% of the retail in the downtown. There are an extensive number of local restaurants catering American and international cuisine. This includes French, Greek, Indian, Irish, Italian, Japanese, and Thai. Downtown Roanoke also provides a variety of personal care services offering dry cleaning, spa, beauty salons, hair salons/barbers, and fitness venues. As downtown development grows, starting the City Market renovation, the retail industry will continue to prosper offering more local community venues for shopping, dining and personal care.
* Source: http://www.roanoke.com/news/roanoke/wb/276922 Cleaners 5% Spa 5%
Personal Care 15%
Dining 39% Hair Salon/Barber 42%
Beauty Salon 21%
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Transportation & Parking
In the Roanoke Valley, Valley Metro or Greater Roanoke Transit Company serves as the main public transportation provider. It offers 24 individual bus routes with a majority offering convenient access from Campbell Court Transportation Center, a centralized transfer point in Downtown Roanoke. In the fall of 2010, Valley Metro began a service for Virginia Western Community College students and employees. To allow for expansion of their campus, the bus routes will help accommodate for limited parking space. The Valley Metro buses operate on thirty minute intervals during peak commuting hours and at hourly intervals for the remainder of the day with no service on Sunday. This method of transportation is cost effective for citizens as the basic fare is $1.50, discount fare for senior citizens is $.75 and Roanoke City students 18 and under pay $.75. Valley Metro uses Ultra Low Sulfur Diesel (ULSD) fuel as part of its green approach. ULSD fuel offers significant improvement to air quality. The local transportation provider also offers Smart Way service and the Star Line Trolley. Smart Way service links the Roanoke Valley and New River Valley. It operates six days per week not including Sunday and charges riders only $4.00 and provides free parking. In December 2009, Smart Way saw an increase in ridership by 6.2 percent since July, with about 5,000 people riding each month*. The Star Line Trolley specifically serves the downtown district providing access to retail businesses, schools, libraries, restaurants, and lodging along Jefferson Street. From its establishment in November 2008, the Star Line Trolley has seen consistency in average daily boarding with an average of 561 daily boarding between November 2008 and January 2011. Overall, the Valley Metro system has effectively provided safe and accessible transportation and total ridership hit almost 2.5 million during the fiscal year 2010 (July 2009-June 2010).
* Source: http://www.roanoke.com/news/roanoke/wb/230114
Average Daily Boardings
Star Line Trolley Service Average Daily Boardings By Month, As of January 800 2011 700
600 500 400 300 200 100 0 Nov Dec 359 590 483 Jan 397 610 434 Feb Mar Apr May Jun 565 550 564 552 613 530 603 518 646 665 Jul 654 585 Aug 670 531 Sep 630 637 Oct 624 591
2009-10 609 2010-11 591
Source: Greater Roanoke Transit Company (Valley Metro)
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Downtown Parking Garages Parking Garage Campbell Avenue Garage Center in the Square Garage Church Avenue Garage Elmwood Park Garage Gainboro Garage Market Garage Tower Garage
Source: Park Roanoke
Address 335 Campbell Ave., S.W. 15 Campbell Ave., S.E. 121 Church Ave., S.W. 402 Williamson Rd., S.E. 25 Shenandoah Ave., N.W. 25 Church Ave., S.E. 10 Jefferson St., S.E
Number of Spaces 353 203 857 676 358 468 691
Unreserved Monthly Rate $45 $70 $65 $65 $45 $65 $65
Downtown Roanoke parking is readily available and accessible. There are more than 600 on-street parking spaces that are free and often unlimited after normal business hours. Apart from on-street spots, surface lots, maintained by Car Park, and parking garages, maintained by Park Roanoke, account for the large portion of parking availability. Car Park operates 28 surface lots in the downtown area with affordable rates of $2 hourly and $5 daily. Park Roanoke operates 7 parking garages providing a total of 3606 spaces. These parking garages charge $0.50 to $1 per half hour or a daily rate of $5 to $6 and averaging $60 for unreserved monthly rate.
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Center in the Square City of Roanoke Economic Department City of Roanoke GIS Department City of Roanoke Planning Department Harrison Museum of African American Culture Jefferson Center Roanoke Valley Convention & Visitors Bureau Roanoke Regional Partnership Science Museum of Western Virginia Valley Metro Virginia Museum of Transportation
Downtown Roanoke Inc. Interns Swetha Kumar Hali Plourde-Rogers Melissa Zilke Stephen Cox
17 | 2010 STATE OF DOWNTOWN ROANOKE REPORT
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