Some properties on these focus areas are susceptible to flooding during periods of heavy or extended rainfall, specially focus areas #2 & #3. Any proposed solution for these areas should take into account that much of the area is within the 100 year floodplain

Option 1 – Buildings
Present a design solution that proposes a building development plan for one of the competition focus areas. Proposals should address building function, scale, massing, interrelationship with other buildings and open spaces, and conceptual theme.

Option 2 – Urban Design
Propose an urban design solution that connects all three focus areas along the Jefferson Street Corridor. Proposals should address street scape, vehicular and pedestrian circulation, public art, street furnishings and other methods of enhancing linkage of the three focus areas.

Option 3 – Urban Planning
Propose a land use policy or scheme that creates a pattern of development along the Jefferson Street Corridor that creates synergy and connectivity between the Market area and Riverside.

In all options, entrants are encouraged to incorporate the ideals of sustainability and pedestrian movement while addressing the issues and constraints unique to each focus area.

FOCUS AREA #2 – The Crossing
Once the busy industrial hub, this area has fallen into decline. Now only forgotten structures like the derelict grain towers of Mennel Mills and the overgrown warehouses of Virginia Scrap Iron and Metal remain. The area is bordered by the Roanoke River to the east, I-581 to the north, Jefferson Street to the west and Roanoke Memorial Hospital to the south. Many of the remaining structures are old warehouses with an industrial feel due to their proximity to the railroad tracks, which are still in operation. Although it is located along the Jefferson Street Corridor, geographically, this area is cut off from the downtown. However, given its proximity to the Roanoke River and the Riverside Center, this would be a prime location for a vibrant mixed-use urban development. The revitalization of this area would be a vital link between the Roanoke City Market and the proposed Riverside Center.

FOCUS AREA #3 – Reserve Avenue/Riverside
Before being donated to the City of Roanoke in 1940, this site was owned by the Norfolk and Western Railway. Bordered by Reserve Avenue and Carilion’s Riverside Center to the north, Jefferson Street to the east, the Roanoke River to the south and Franklin Road to the west the site is essentially an island and is prone to severe flooding. Formerly the home to Victory Stadium, a 1940’s era sports venue, the site is significant in the minds of many locals as much controversy surrounded the stadium’s demolition in 2006. Temporary soccer fields have replaced the stadium but other structures remain on the site including an armory, a baseball field and various auxiliary buildings. The city owns the site and is looking to its future as a possible landmark that takes advantage of the river and surrounding landscape.

The City of Roanoke is nestled in a picturesque valley surrounded by the scenic Blue Ridge Mountains. First inhabited by Native Americans, the region was a fertile hunting ground with an abundant supply of game drawn to the area by the natural salt licks occurring along the valley’s floor. These natural salt deposits gave the region its first name, Big Lick. Due to its favorable geographical location and with passable gaps in the four cardinal directions, colonials and pioneers began to settle the area. With the emergence of coal mining in West Virginia, the area developed from a small farming village into the railroad hub for the Norfolk & Western Railway. In 1882, the railroad developers, seeking a more dignified appellation for the growing town, changed the name from Big Lick to Roanoke. As the influence of rail travel increased and lines were built and expanded the town grew rapidly. Within two years the population grew from 600 to 5,000 inhabitants. In eagerness to expand the railroad lines, tracks were laid along the path of least resistance. For Roanoke this meant filling and covering the salt licks, the largest of which was filled with rock and became the city’s Main Street, now known as Jefferson Street.

Jefferson Street runs on a North/South axis crossing the rail lines at Norfolk Avenue on the south side of downtown. The rail yards and machine shops are located along the north side of the tracks and to the east of downtown. The Hotel Roanoke and the former Norfolk & Western passenger station, now the O. Winston Link Museum, are both located to the east of Jefferson Street on the north side of the tracks. The urban core of the city extends southward from the tracks along Jefferson Street. Market Street, home to the vibrant local farmer’s market as well as retailers and restaurants, parallels Jefferson Street to the west and terminates at Elmwod Park. Jefferson Street continues through the city, past the new Carilion Medical complex and proposed Riverside Center, ending in the neighborhood of South Roanoke.

The Jefferson Street Corridor has been chosen as the focus area for this competition due to its unique influence in Roanoke’s history, on its urban core, and its potential to affect the city’s future.