Chris Berry On The Net

To say that folks in Roanoke are resistant to change is something of an understatement. In the 5 years since I returned after a 20 year absence, I have been continually dumbfounded by the level of opposition to just about every proposed development or change. Granted, there are many things in our beloved Roanoke Valley that are truly worthy of preserving. While I don’t necessarily agree with them, I can understand why some people are opposed to the idea of any further development on Mill Mountain. On the other hand, the fact that our new mayor is apparently determined to refight the battle over Victory Stadium leaves me scratching my head in bewilderment.

Sadly, this stubborn insistence on leaving things “just so” means that we are often forced to live with third rate compromises, rather than allowing our city to live up to it’s full potential. The downtown market area is a perfect example. Over the past few years, a number of creative ideas have been put forth for substantial improvements, but judging by the knee-jerk opposition to these proposals, you would think that someone had suggested bulldozing the Market Square to build a Wal-Mart in it’s place.

While it is true that the market area is the heart of Downtown Roanoke, it is also true that the untapped potential of the area far exceeds the current reality. The truth of the matter is that the market square area is run-down, heavily congested, hard to walk, hard to park, and lacking much in the way of real farmers. On any given day, visitors can find the same selection of out-of-state produce typically found in local supermarkets, while a majority of the stall space is occupied by craft vendors, hawking everything from bird feeders to handbags. On most days, the term farmer’s market must be applied pretty loosely.

One of the major reasons that changing anything in the market area is so difficult is that we continue to place the priorities of the so called “farmers” above those of any other stakeholders. We seem to forget that these people only pay $35.00 per month for the privilege of using this remarkably valuable space. That’s less than they would pay for monthly parking anywhere else in the downtown area, yet their vocal protests always manage to drown out the concerns of every other party. Successful retail areas are designed first and foremost with the convenience of the customers in mind. Until we come to terms with this simple truth, any improvements will be incremental at best.

The single best proposal in recent years was part of the Downtown Improvement Study completed in 2006. The suggestion was to convert Market Street to a pedestrian mall between Campbell and Church, and to relocate the market stalls to the center of the street. This solution would create a more pedestrian friendly shopping experience while also providing more space for outdoor dining. It would reduce traffic congestion on Campbell Avenue, and provide increased visibility and easier access for shop owners on Market Street. Unfortunately, the proposal was shouted down immediately by the “farmers”, who claimed they couldn’t operate without access to their vehicles.

Since opening in 1983, Center in the Square has contributed more to the transformation of downtown Roanoke than any other organization or enterprise. This transformation has taken place in spite of the fact that the facility is virtually invisible from the street. When the Center proposed increasing their visibility and accessibility by relocating a small number of vendors as part of a $26 million dollar renovation, the protests of the “farmers” were so vehement that the plans had to be extensively modified. We’ve got a serious problem when we place a greater value on the convenience of street vendors, than on the survival of the economic engine that makes their presence possible in the first place.

Roanoke is rightfully proud of the fact that our market has been in continuous use since 1882, but our claim to be the oldest in the state is questionable. The market in Old Town Alexandria has been operating in the same location since 1753. It is held year round on Saturday mornings in a large courtyard in front of City Hall. Vendors here offer a wide range of items, including baked goods and organic produce, and there is a strict limit on the number of craft vendors. There are also a variety of musicians and other performers, and free parking is provided by the city. There are no permanent stalls, and there are no vehicles on site.

In my humble opinion, the best farmer’s market in the state is held in Williamsburg. It is a seasonal weekend only event that takes place in a large pedestrian mall immediately adjacent to the historic area. In addition to real local produce, fresh seafood is a major attraction. There are plenty of musical performers, and local restaurants provide sidewalk cooking demonstrations as part of the fun. Again, free parking is available, there are no permanent stalls, and no pickup trucks in sight. Somehow, these vendors manage to get along just fine without them.