Rediscovering the Heart of Blacksburg A Master Plan for Downtown Final Report Completed By: The Blacksburg Collaborative MCA Urban Planning LDR International, Inc. Communitas August 31, 2001 Rediscovering the Heart of Blacksburg AMaster Plan for Downtown Final Report Completed By: The Blacksburg Collaborative MCA Urban Planning 5 Century Drive, Suite 210 Greenville, South Carolina 29606 864.232.8204 LDR International an HNTB Company 1 9175 Guilford Road Columbia, Maryland 21046 410.792.4360 Communitas 157 East Main Street, Suite 302 Rock Hill, South Carolina 29730 803.366.6374 August 31, 2001 2 Table of Contents 1.0 Introduction............................................... 2 1.1 Purpose ..............................................................2 1.2 Process ...............................................................2 1.3 Report Format.....................................................3 1.4 Acknowledgments...............................................4 2.0 Rediscovering the Heart of Blacksburg -- The Master Plan......................................................... 6 2.1 Reconnecting Downtown With Its Citizens ...........6 2.2 A Retail Development Strategy ..........................22 2.3 An Arts and Entertainment Strategy...................33 2.4 A Tourism Strategy ...........................................37 2.5 A Residential Strategy .......................................43 2.6 An Economic Development Strategy ..................50 3.0 Implementation Strategy and Action Plan....56 3.1 Downtown Projects and Initiatives .....................56 3.2 Some Immediate Priorities.................................58 3.3 Conclusion........................................................59 Appendix: Strategic Assessment Report......................47 Table of Contents • Page i 1.0 Introduction 1.1Purpose The purpose of the plan is to develop a long-range vision for the future of Downtown Blacksburg as the heart of a vibrant community. Downtown remains home to many of the major civic functions of the community, many of its oldest religious institutions, and the largest collection of one-of-a-kind retail offerings in the New River Valley region. Downtown is also the place where the interface of Virginia Tech and the community is most visible. This presents a unique opportunity to capitalize on the assets of being a university town while providing enhanced facilities for all of the citizens of the community. 1.2Process The Rediscovering the Heart of Blacksburg plan involved over six months of intensive community interaction, research, design, and synthesis. It began with a rigorous community interaction process that included individual and stakeholder interviews, and meetings with the Downtown Advisory Group steering committee comprised of representatives of the business community, active community groups, Virginia Tech, and the Town of Blacksburg. This process culminated with a town hall meeting designed to garner input from Blacksburg citizens. This information was summarized into a “Strategic Assessment” memorandum that profiled the input received during the process. This memorandum is included in its entirety in an appendix to this report. Rediscovering the Heart of Blacksburg • Page 2 The community interaction process was occurring simultaneously with an exhaustive physical analysis of Blacksburg and a review of existing documentation. This research was occurring concurrently with an Economic Development report being completed by RKG Associates of Alexandria, Virginia. With a thorough assessment of the community completed, the team embarked on the planning process, which included the development of strategies for downtown and complementary designs as well as a series of marketing materials. This information was presented to both the Downtown Advisory Group and the general public for review and comment in a presentation in January. The review process and subsequent comments were used to develop further refinements to the final plan that included design revisions and strategy development. At this point, projects were prioritized, responsibilities assigned, and time frames were created in order to develop a complete implementation strategy and action plan for Blacksburg. 1.3Report Format The master plan report is designed to present the findings of the Master Plan in a brief and easy to understand format. It relates all of the Master Plan recommendations to six strategies for the future, each of which contains important steps in implementing the Master Plan. These implementation steps are presented as short, medium and, where necessary, long-term improvements. Many of the recommendations relate to the illustrative Master Plan shown in Exhibit 1 on the following page. Throughout the document, the Master Plan will be referenced and examples given in exhibits. Rediscovering the Heart of Blacksburg • Page 3 Where necessary, detailed information on topics will be covered in appendices at the end of the document. The report concludes with an implementation strategy and action plan designed to outline the steps needed to begin implementation. This strategy is summarized in a “Strategy Board” which distills all of the recommendations of the Master Plan into a one-sheet document. 1.4Acknowledgments This plan could not have been completed without the help of many groups and individuals. The Downtown Advisory Group steered this process from beginning to end. Their dedication to the future of Downtown Blacksburg deserves the gratitude of the whole community. The Town of Blacksburg and Virginia Tech have been particularly helpful throughout this process. Each organization’s ‘open door’ policy bodes well for the future of the downtown. The Townscape Committee and the Design Review Board members were excellent resources for our design team. Special thanks go to Donna Dunay of the Townscape Committee for allowing us to use her exhaustive book on the history of the Town. Most importantly, however, are the citizens of Blacksburg whose interest in this process has been the most critical component to plan’s completion. Rediscovering the Heart of Blacksburg • Page 4 Exhibit One: The Master Plan for Blacksburg, Virginia 2.0 Rediscovering the Heart of Blacksburg -- The Master Plan 2.1Reconnecting Downtown With Its Citizens 2.1.1 Goal: An Authentic Town Center Blacksburg residents take pride in downtown and identify it as “their place” to gather, enjoy entertainment, and participate in civic life. 2.1.2 Background Throughout the interview process and strategic assessment of Blacksburg, a theme emerged that Blacksburg’s downtown had become less relevant to the day-to-day life of Blacksburg’s permanent residents. Because downtown is also the location of a Virginia Tech, the separate identity of downtown Blacksburg seemed to be overwhelmed at times. This feeling for residents is compounded by the fact that much of the downtown retail uses that longtime Blacksburg residents remember has left the community altogether. In spite of the retail loss, downtown Blacksburg has retained such critical institutions as its Post Office, key religious congregations, and Town Hall and has developed new institutions such as the Farmers Market and the Lyric Theatre that attract visitors from across the community. While these institutions are important, Blacksburg as a community lacks the civic symbols and gathering places that define and unify the town. The challenge now is to reconnect Blacksburg with its citizens by creating places Rediscovering the Heart of Blacksburg • Page 6 and activities for citizens to take part in, shops and restaurants that all of Blacksburg can enjoy, and “knit together” a civic life for the community that takes place downtown. 2.1.3 Assets/Opportunities Downtown Blacksburg is a vibrant place with retail shops and restaurants already in place. Downtown has retained many of its key civic institutions including local churches, Town Hall, the Post Office. New Civic uses have become quite successful at attracting people downtown – the Farmers’ Market and the Lyric Theatre. Events like the summer concert series and Steppin’ Out have been successful at bringing people into downtown. The University and the Town are experiencing unparalleled levels of cooperation. 2.1.4 Liabilities/Challenges Downtown has increasingly become “student dominated” Much of the traditional retail base has vacated the downtown (and Blacksburg altogether) Downtown lacks civic gathering places and a unified identity that encourages local pride. While successful, venues such as the Lyric Theatre rely on “critical mass” of activities and events to sustain their success. This has not yet emerged in downtown. 2.1.5 Objectives Rediscovering the Heart of Blacksburg • Page 7 A. Provide gathering spaces for all walks of life in the community. B. Host community festivals and events downtown. C. Create civic symbols that define downtown Blacksburg for the community as a whole. D. Create pedestrian links from downtown to neighborhoods and parks to make downtown more accessible for citizens. E. Retain civic activity centers downtown (Post Office, Town Hall, educational facilities, churches) 2.1.6 Action Strategies Short Term – 2001-2002 Create Blacksburg Events. Blacksburg Events would be a non-profit organization to sponsor events downtown on a regular basis. Many similar organizations seek sponsorships for events and host them year-round. Often, these organizations start small, perhaps with quarterly events. They are frequently associated closely with merchants’