North Main Corridor Revitalization Plan

Rocky Mount, Virginia

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The North Main Corridor Revitalization Plan was prepared in coordination with the Town of Rocky Mount, VA, the West Piedmont Planning District Commission. The consulting team was led by Hill Studio of Roanoke, VA, and included Arnett Muldrow of Greenville, SC, and Kittelson & Associates of Orlando, FL.

Date Adopted: ____________

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Contents

Chapter 1 – Community Overview, Vision, and Need

1.1 Community Overview

1.2 Project Area & Boundary

1.3 Community Needs & Priorities

1.4 Building Analysis Along the North Main Corridor

1.5 Public Engagement

Chapter 2 – Economic Restructuring Strategy

2.1 Introduction

2.2 Market Assessment

Chapter 3 – Physical Improvement Master Plan

3.1 North Main Corridor Revitalization Plan

3.2 Revitalization Catalyst Projects

3.4 Long-Term Community Building Projects

4.1 CDBG Project Costs & Budget

4.2 Future Initiatives Costs & Budget

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Chapter 1 – Community Overview, Vision, and Need

1.1 Community Overview

The Town of Rocky Mount is located in Franklin County and serves as the county seat.

Physically, Rocky Mount is situated between the Blackwater River in the North and the Pigg River in the south. Significant thoroughfares through town include US-220, which runs north to south through the eastern portion of the town; Business 220 (Main Street), which connects US 220 to downtown Rocky Mount;

and VA-40, which connects Rocky Mount to Ferrum in the west and Smith Mountain Lake in the east. US-220 serves as the town’s major artery for travel and Rocky Mounts' primary connection to larger markets like Roanoke and Martinsville, with the other roadways serving as internal commercial corridors.

European settlement of the area that would become Rocky Mount began in the 1740s, with Robert Hill establishing a fortified trading post near the town's current location. English settlement began in earnest in the 1760s, with two villages, Rocky Mount and Mount Pleasant, forming near one another. Rocky Mount’s first courthouse was made of logs and served as the town center until it was replaced in 1831. Early in Rocky Mount’s existence, the Washington Iron Forge employed much of the town, which produced iron products. By 1836, 100 people were employed by the ironworks; the town had grown to a population of 275 with 30 homes, numerous businesses, three grocers, and a newspaper lining the small town's main street.

During the Civil War, Rocky Mount became a refuge for many southern planters living in the Tidewater region of Virginia. Following the war, Rocky Mount began to grow once again, with formerly enslaved people becoming an integral part of the town's prosperity. Tobacco became a major cash crop, bringing prosperity to Rocky Mount, so much so that the newly

Map of Rocky Mount in a regional context

5 | North Main Corridor Improvement Plan incorporated town (1873) was connected to nearby Lynchburg and Danville in 1880 through the construction of two spurs of the Franklin and Pittsylvania Railroad. This improved Rocky Mount's ability to transport materials (tobacco and iron) and connect to other parts of Virginia.

In 1889, Rocky Mount suffered a major fire that destroyed much of the up-and-coming town.

This did not deter Rocky Mount, as the town was rebuilt quickly, and new railroad spurs connected the town to others in the region. In 1892, Rocky Mount was connected to Roanoke and Winston-Salem through the construction of the “Pumpkin Vine” line by the Norfolk and Western Railway. Following the construction of this railway, Rocky Mount saw the development of a furniture and textile industry that would drive the local economy for nearly a decade.

Rocky Mount saw the construction of a new courthouse in 1909. The interwar period saw sustainable growth in Rocky Mount, with a Coca-Cola plant opening around 1920, Chevrolet, Dodge, and Hudson dealerships opening in the late 1920s, a John Deere dealership opening in 1940, and a Sealtest milk bottler and Exchange Milling animal feed producer opening around 1940. Following the war, Rocky Mountain continued to grow and faced many issues that challenged many rural communities across the South. Local schools were not integrated until 1966, following the passing of the Civil Rights Act of 1965. Since the 1960s, Rocky Mount has seen industries growing, shrinking, and reinventing themselves to meet the current needs of the local and global economy.

Although manufacturing is not as robust as it once was, Rocky Mount is still home to manufacturing in the form of windows, lumber, and other building materials manufacturers.

With a population of roughly 4,900, and a daytime population of around 25,000, Rocky Mount is poised to meet tomorrow's challenges, continue to change, improve, and serve as a hub of commerce, culture, and community for Franklin County, the Blue Ridge Highlands, and beyond.

Black and White Photo of Rocky Mount Circa 1930 (Source: Franklin Co Historical Society)

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LOCAL & REGIONAL ASSETS / ATTRACTIONS

Rocky Mount is a regional hub for commerce and culture. As a result, the town is home to ample recreational, historical, and cultural assets. The following is a brief description of some of Rocky Mount’s offerings:

Recreational Attractions

Rocky Mount is home to a handful of parks. Most notable among them is Celeste Park, located in the town’s southeast corner. This park offers mountain biking trails, places for picnics, and a multi-use pedestrian trail that offers locals the ability to walk, run, or bike through a wooded natural area. Additionally, Rocky Mount is home to Gilly’s Park, a park with year-round fishing; Mary Bethune Park, which offers a large playground for children; Mary Elizabeth Park, one of the town’s more developed parks offering tennis courts, a large picnic shelter, lighted basketball court, two pickleball courts, restrooms, and a playground; Veterans Memorial Park, a park dedicated to the men and women who served in the armed forces; and Rocky Mount Community Park, a 17 acre tract that includes walking trails with a dog park that in under development. Additionally, citizens of Rocky Mount have easy access to parks maintained by Franklin County that are adjacent to or located within the town. These include Lynch Park (adjacent to town along the Pigg River), Lions Field, and the Rocky Mount Rotary Skate Park (both located in north Rocky Mount).

Photo of Park in Rocky Mount

Mary Bethune Park (Source: RMPR)

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Historic Attractions

In addition to Rocky Mount's scenic beauty, the town is also home to ample historic significance. In particular, many buildings in the heart of downtown Rocky Mount hold unique historical importance.

The Rocky Mount Historic District includes roughly 122 acres of Rocky Mount and is bounded by Franklin and Maynor Streets in the west, Floyd Avenue in the south, East Court Street in the southeast, and Maple Avenue in the east. This district included residential, commercial, institutional, and government buildings dating from the early 19th century through the early 20th century. Other nearby historical attractions include the birthplace of Booker T. Washington in Hardy (15 miles from town).

Cultural Attractions

The most notable recent addition to the Rocky Mount and regional cultural scene is the Harvester.

Since its opening in 2014, the Harvester has become one of the region’s premier performance venues, offering musical, comedy, and other acts for all backgrounds and music genres.

This 424-seat, 700-standing venue provides a unique and enjoyable venue to enjoy a show, eat, drink, and bring people together. Rocky Mount also serves as the eastern gateway to The Crooked Road: Virgnia’s Heritage Music Trail and the Mountain Spirits Trail: Virginia’s Moonshine Heritage Trail.

Photo from Rocky Mount Historic District

Exterior Photo of The Harvester

Historic Rocky Mount Trail Depot (Source: VTC)

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1.2 Project Area & Boundary

Connecting the heart of Rocky Mount to the region, the North Main corridor represents a significant connector to Rocky Mount’s downtown core. As such, this corridor represents a sizable opportunity to develop both internal and outward-facing amenities to serve those traveling along US-220 and locals. Developing a corridor that serves many purposes is essential in creating a district active in building future economic success for Rocky Mount.

Through the efforts highlighted in this chapter, it is hoped that Rocky Mount can take advantage of the assets already in place and continue to build this portion of the town into a center for commerce, community, and culture.

Project Boundary & Community Character

This project's boundary largely follows the parcels directly adjacent to North Main Street.

This includes all parcels along North Main Street from Franklin Street to US 220 / Virgil H Goode Highway. This area was defined in coordination with the project team and community stakeholders to allow town staff to concentrate project funds and redevelopment efforts.

Within this designated area, Community Improvement Grants (CIG) funds will be able to aid the town in realizing priority revitalization initiatives, improve the business climate and opportunities within this portion of town, and improve connectivity between North Main and downtown Rocky Mount.

Commercial Uses

As a commercial corridor, North Main Street is home to many commercial buildings and infill development, which once hosted a commercial enterprise. Small retail, restaurants, shops, and other small businesses are scattered throughout the project area, with larger, industrial-scale businesses located near the middle of North Main. Moving from the northern end of North Main Street, commercial businesses became

Aerial of North Main St / State St / Grass Hill Rd showcasing car-centric commercial development (Arby’s, Shell, KFC, Ippy’s, Baymont Hotel)

9 | North Main Corridor Improvement Plan more and more car-centric, with restaurants, service stations, and hotels located in close proximity to US-220.

Residential Uses

Another important element of this corridor is the existence of residential development along this corridor, particularly approaching Rocky Mount’s downtown.

Throughout this corridor, residential development is prevalent, with larger residential areas located adjacent to both sides of the highway to varying degrees. Currently, residential development consists of smaller single-family homes and multi-family units, but there are no apartment-style buildings, townhomes, or other denser residential developments.

Institutional Development

A final element that is prevalent along this corridor is a healthy dose of institutional

Aerial of North Main St / Circle Dr showcasing a mix of commercial (former carwash), educational (Bright Stars Learning Center), and Residential Uses

Aerial of North Main St / Technology Dr showcasing educational, community, and industrial uses

10 | North Main Corridor Improvement Plan development. This includes churches - The Church of Jesus Christ of Latter-Day Saints, Woodlawn Baptist Church, Rocky Mount Church of God, and the Rocky Mount Seventh Day Adventist Church, schools – Benjamin Franklin Middle School and the Gereau Center -, and public services and goods – Grassy Hill Natural Area Preserve, Rocky Mount Police Department, Rocky Mount Fire Department, the Franklin County YMCA, and the Essig Recreation Center.

Taken together, these disparate uses present a corridor that, in large part, showcases strip development characteristics. This has resulted in a corridor that does not reflect a strong character, leaving the area feeling bland, a stark contrast to the character that has been built in Rocky Mount’s downtown. However, this type of development has given rise to areas that cater to a specific desire, demand, or use, which, if knit together through placemaking efforts, can create a less segmented corridor and more integrated into the core of Rocky Mount. Creating character in a strip corridor is a key challenge of this project.

Map of North Main Corridor Project Boundary

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1.3 Community Needs & Priorities

Based upon the system employed by the Appalachian Regional Commission (ARC) to determine the economic status of each county in Virginia, the Southeast Crescent Regional Commission (SCRC), a federal regional commission, categorizes Franklin County, the county in which Rocky Mount resides, as “Transitional.” This indicates that the county is transitioning from a “weak” economy to a “strong” economy and falls between the lowest 25% and highest 75% counties in terms of economic vitality in the United States. Regionally, Franklin County aligns with many of its neighbors, with nearby Roanoke and Bedford County being the only localities that reached “Attainment” status. This statistic considers certain economic factors, including average unemployment, median household income, and poverty rates. The table below provides an overview of relevant demographics for the Town of Rocky Mount:

American Community Survey (ACS) Data, 2010 & 2020 2010 2020

Population 4,799 4,916

Race, White 79.7 64.4%

Race, African American 19.5% 26.4% Race, American Indian or Alaskan

Native 0.0% 0.3%

Race, Asian 0.0% 0.0%

Ethnicity, Hispanic 1.9% 3.0%

Median Age 48.0 46.4

Median Household Income $33,173 $46,021

Unemployment 4.7% 5.0%

Housing Units 2354 2063

Households Below Poverty Line 20.0% 15.3%

Average Household Size 2.18 2.59

Median Housing Value $131,700 $142,400

Source: U.S. Census Bureau, 2010 and 2020 American Community Survey

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Demographic & Housing Data Analysis

Based on data from the ACS, the population of Rocky Mount has remained relatively steady over the previous ten years, with a slight increase in population between the two surveys, 2.4%. This indicates that Rocky Mount is growing but not in a manner that would significantly strain public services and utilities. Regarding demographics, Rocky Mount is fairly representative of most larger towns and cities in the region (Martinsville, Danville, Roanoke), but maintains a larger contingent of white residents, which is more representative of the surrounding county and a more rural portion of the region. White residents represented 64.4% of the population in 2020, down from nearly 80% in 2010. This has resulted in a Rocky Mount that is more diverse than ever before, with non-white residents comprising the remaining 35.6%, a number that has nearly doubled in the last ten years. Among this group, African Americans represent the largest minority in town, with 26.4% of residents identifying as such. The median age in Rocky Mount is another net positive for the town. Unlike many neighboring communities, Rocky Mount reports a median age lower than ten years ago, falling from 48 to 46.4. In comparison, Franklin County’s average age is 48.2. This indicates that either younger residents are moving into Rocky Mount or that birth rates are high enough to lower the overall age. Median household income for Rocky Mount has increased considerably over the last ten years, with an increase of 38.7% or $12,848. However, with inflation considered, this seemingly sizable increase is actually reflective of stagnant household incomes. When considering inflation, real median household incomes are roughly stagnant, if not slightly lower, with incomes in 2010 equating to approximately $47,500 in 2024. Data from 2010 and 2020 show that unemployment in Rocky Mount is relatively unchanged, with this rating remaining higher than average but not alarmingly so. In fact, more recent data from the 2022 ACS shows that unemployment has fallen to 2.6%, which is a positive indicator for the local economy. Household poverty is an indicator that remains high, but it is moving in the right direction, with a decrease in this group of 5% (~250) over the last ten years. The number of household units has decreased by roughly 12% in the previous ten years, with the average size of each household increasing by approximately 0.5;

the latter, paired with a declining median age, likely supports the inclination that more children are being born in Rocky Mount. Finally, median housing values have increased in Rocky Mount, with median housing values increasing from $131,700 in 2010 to $142,400 in 2020. Again, considering inflation, housing values have declined in Rocky Mount between 2010 and 2020. However, since 2020, housing values have increased dramatically.

According to Zillow, in mid-2024, homes in Rocky Mount had a median value of $265,316.

This is an increase of 86% since 2020 and a nearly 100% increase since 2010. This indicates the housing market across the county but shows that Rocky Mount’s market has recently

13 | North Main Corridor Improvement Plan created robust returns for those looking to sell their homes and an affordable option for those looking to relocate from more urban areas nearby (Roanoke) while creating affordability challenges for locals.

1.4 Building Analysis Along the North Main Corridor

Physical Inventory & Assessment

As part of the preliminary Community Development Block Grant (CDBG) program application process, the Project Team conducted an inventory of open spaces and buildings, both vacant and occupied, as well as an assessment of the operating businesses’ location along the North Main Corridor. This assessment included determining each structure’s overall condition and whether the building was currently in use or occupied. Below is a map that represents buildings and structures along North Main Street in their current condition, “blighted” showing signs of physical deterioration, or “non-blighted” structures that are in good condition.

Map of Building Conditions within the North Main Corridor Project Boundary

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All buildings considered as ‘blighted’ are addressed in this project through facades or site remediation.

FEMA Floodplains

Within the project boundary, there are currently no areas of concern when it comes to flooding. As of writing, there are no areas identified by the Federal Emergency Management Agency (FEMA) that pose a threat of a 100- or 500-year flood in this portion of Rocky Mount.

In general, there are very few locations in Rocky Mount that are threatened by a flooding event beyond those that are directly adjacent to Furnace Creek in southern Rocky Mount.

The following is a map of FEMA Floodplains within close proximity to the North Main Corridor.

To place the corridor in context, an extended view that incorporated most of Rocky Mount was included. Project boundaries are denoted in red, with areas of blue and orange representing a 1% annual chance of a major flooding event and a 0.2% annual chance of a major flooding event, respectively.

FEMA Floodplains near the North Main Project Boundary – includes the Greater Rocky Mount area.

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1.5 Public Engagement

Integrating public input into the North Main Revitalization Plan is essential to the success of this effort. As such, all efforts were made to ensure that all Rocky Mount residents could participate, share their thoughts, and engage in the decision-making process.

A significant tool in engaging residents of Rocky Mount was a design charrette. This two-day workshop, hosted by Hill Studio on February 20th and 21st, 2024, focused on creating vibrant public spaces and enhancing properties to revitalize the corridor. Hill Studio worked with local leaders, civic groups, property owners, business owners, and interested citizens to identify potential projects and desired improvements.

The design charrette included a presentation of areas where the design team believes revitalization efforts should be concentrated. The design team identified a series of projects for the corridor that would improve curb appeal, increase connectivity, and showcase Rocky Mount’s unique identity. These included road calming and place-making elements such as new tree and vegetation plantings, improved neighborhood connectivity, a road diet for North Main, community-centered murals, public artwork, a new multi-use trail, and improved facades for businesses along the route.

The presentation was followed by a discussion between the design team and those in attendance. The community provided feedback on the proposed revitalization efforts, with these comments integrated into the final revitalization plan. The physical improvements outlined in Chapter 3 result from engagement with local business leaders, merchants, government officials, and citizens of Rocky Mount.

Photo from Day 2 of the Design Charrette

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Chapter 2 – Economic Restructuring Strategy

2.1 Introduction

The Physical Improvement Plan for the North Main Business District began with and Economic Restructuring Strategy to determine opportunities for new or expanded business and investment within the district. The research informed the physical and development strategies for the master plan. The study includes:

• A market report that comprised a market definition exercise, demographic profile, and market research on commercial, retail, dining, residential and employment.

• Business development recommendations building off market research and community input.

This market study also complements two additional studies that have been done in the past.

The Franklin County Economic Development Strategic Plan completed recently by Arnett Muldrow and Hill Studio included a comprehensive market analysis for the county, as well as a high-level snapshot for the Towns of Boones Mill and Rocky Mount. That data provides context for the North Main Study, but this plan includes a much more focused market analysis for Rocky Mount and North Main. Arnett Muldrow also completed a retail market study for the Town of Rocky Mount in 2004. While that study is dated, the same methodology and data sources were used then as in this study. Together with this plan, a 20-year comparison of demographics and retail opportunity can be made.

Rocky Mount has four key commercial areas within the town. Downtown provides a mixture of commerce, entertainment, and cultural destinations with restaurants, farmers market, the Harvester, distillery, shopping, and the Rocky Mount Visitors Center. Uptown is a key employment center with government offices, public services, and professional offices and new food and beverage establishments. Tanyard Road/Old Franklin Turnpike is the primary commercial corridor with local and chain restaurants, lodging, grocery, and general retail including Walmart, Lowe’s, etc.

North Main is the original Highway 220 corridor through Rocky Mount. The district begins adjacent to downtown at the railroad tracks at its southern boundary and extends nearly two miles north to its intersection with Highway 220 Bypass. It includes Franklin County’s largest employer (Ply Gem/Cornerstone) and is a true mixed-use district with employment, dining, retail, office, entertainment, and recreation. It also is a key residential corridor in the community, with single-family homes, apartments, and access to adjacent neighborhoods.

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The corridor has unique assets and, in many ways, serves the entire Rocky Mount area. Its economic potential includes shoring up local business, providing opportunities for commerce and employment for residents of nearby neighborhoods, and finding opportunities for new business and uses that will draw more users into the district.

2.2 Market Assessment

The following market report examines demographic, housing, employment, and retail data that is relevant to the North Main Corridor, but also its Trade Areas and the Town of Rocky Mount.

MARKET AREA

Trade areas are geographic areas that represent an area’s market base. For Rocky Mount and the North Main Area, data was pulled from numerous geographies to draw comparative data.

Placer.ai Data

15-Minute Drivetime

Geographic Areas for North Main Corridor market analysis.

Geographic Areas Included in the

Analysis

• Town of Rocky Mount

• 15-Minute Drive

• 30-Minute Drive

• Franklin County

• Roanoke Metro

• Surrounding communities,

• 2004 Trade Area

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In lieu of conducting a zip code survey market exercise for the North Main district, the Town of Rocky Mount’s Placer.ai subscription was used to further describe the North Main market. Placer.ai is a market analytics company that uses cellphone mobile app data to establish visitor trends, define trade areas, and study demographics. Any user that spends more than seven minutes within a designated study area will be counted as a visit. The analysis can determine among other things, the home zip code of the user, how long they stay in the district, where they are coming from and where they go after they leave. It also learns some general demographics of the user.

For this Placer.ai analysis, the North Main Corridor geography was used to draw data. Data was collected for a one-year period from 3/1/23 to 2/29/24.

During the survey period, the data showed:

• 1,069,909 total visits

• 70 minutes = Median stay (includes customers, visitors, workers, etc.)

• $47,800 = Median Household Income of visitor (Rocky Mount = $61,058)

• 29 = Median Age (Rocky Mount = 44.8)

North Main geography used for the Placer.ai data collection. Source:

Town of Rocky Mount and Placer.ai

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• 1,035 unique zip codes

• 42 different states including DC

• Origin of Visitor o 33.1% = Rocky Mount (24151) o 69.1% = Franklin County o 95.1% = VA

24151- Rocky Mount, 33.09%

All Roanoke Zips, 6.03%

23088 - Ferrum, 5.78%

24065 - Boones Mill, 5.73%24067 - Callawy, 5.51%

24184 - Wirtz, 5.27%

24092 - Glade Hill, 5.26%

24122 - Martinsville, 4.56%

Rest VA, 12.57%

NC, 1.54% Rest US, 3.38% Visitor Place of Origin

Visitor Journey prior to and post visit to North Main study area. Source: Placer.ai

Visitor Place of Origin by Zip Code. Source: Placer.ai and Arnett Muldrow & Associates.

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Trade Areas

The Placer.ai data can be used to establish a primary and secondary trade area for the North Main study area. In this case, the same methodology used in 2004 was used here to determine the geography that is most relevant to North Main businesses and uses and is based on the zip code of visitors to the district.

2004 Trade Areas

The 2004 Trade Areas included a primary trade area stretching from Pittsylvania County in the east to Floyd County in the west. It included the zip codes for Rocky Mount, Glade Hill, Penhook, Ferrum, and Callaway. The secondary trade area included Boones Mill, Wirtz, Union Hall, and Henry.

These trade areas were based on a zip-code survey of customers of businesses located throughout Rocky Mount in 2003 but may be different than that of businesses located in North Main in 2024.

2024 Trade Areas

This section looks at the Placer.ai data zip codes for the visitors that came into the North Main District over the past year. Because zip codes vary in by size and total population, the trade area study must be analyzed by number of visits in relation to the total population on each zip code. The table below shows visits per 1000 residents of each of the highest represented zip codes. It also identifies the primary trade area (yellow) and the secondary trade area (green). As shown on the map to its right, the 2024 trade areas are virtually identical to 2004.

2004 primary (yellow) and secondary (green) trade areas for Town of Rocky Mount Market Study. Source: Arnett Muldrow & Associates.

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The fact that the trade areas have changed very little since 2004 is not unexpected. Trade area geographies represent the local market and should not vary based on time of year the data is collected, nor the total number of visits. Based on this methodology, the trade areas for the North Main area are:

• The Primary Trade Area (PTA) represents 58% of North Main’s customer base and has a total 2024 population of 35,992 people. It includes the following zip codes:

o 24067 – Callaway o 24151 – Rocky Mount o 24092 – Glade Hill o 24088 – Ferrum o 24184 – Wirtz o 24137 – Penhook

• The Secondary Trade Area (STA) represents 8% of North Main’s customer base and a total 2020 population of 9,328 people. It includes the following zip codes:

o 24065 – Boones Mill o 24176 – Union Hall o 24102 – Henry

The market analysis below is a comparative study of the geographies described above.

2024 primary (yellow) and secondary (green) trade areas for NORTH MAIN Market Study. Source:

Arnett Muldrow & Associates.

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DEMOGRAPHICS

Understanding local, regional, and trade area demographic trends is important to understand the overall market potential for the North Main area.

Primary Trade Area Demographics

2024 demographics for North Main’s Primary Trade Area. Source: Arnett Muldrow & Associates, US Census, Claritas, Inc.

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Population

The 2024 population for the Town of Rocky Mount is estimated to be 4,899. The 2024 PTA and STA that serve the North Main corridor have a combined estimated population of 45,320. This is the population that is most relevant to North Main businesses and employers.

The area grew significantly between 2000 and 2010 with Rocky Mount increasing its population by 18%.

However, that trend changed since 2010, where Rocky Mount has seen just 2.2% growth, and Franklin County losing 3% of its population. Interestingly, those areas closest to Smith Mountain Lake have seen sustained growth between 2010 and 2024 with increases in Westlake Corner (76.4%), Union Hall (22.5%), Boones Mill (18.8%), and North Shore (11.5%).

The trend of slight decline of population in Franklin County has appeared to stabilize, as moderate growth is projected throughout Franklin County and the region over the next five years:

• Primary Trade Area = 1.8%

• Secondary Trade Area = 1%

• Town of Rocky Mount = 0.8%

• Franklin County = 2.2%

Median Age in Rocky Mount Region, 2024 (Source: Claritas)

-3.1% -3.0% -0.4%

2.1% 2.2%

-5.0%

-3.0%

-1.0%

1.0%

3.0%

5.0%

15-Min Drivetime

Franklin County

30-Min Drivetime

Roanoke Metro

Rocky Mount

Population Change 2010-2020

44.3 44.3 44.8 46.4 49.5

Roanoke Metro

15-Min Drivetime

Rocky Mount

30-Min Drivetime

Franklin County

Median Age, 2024

Regional population change between the last two census.

Source: US Census.

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Age

The median age of the population in Rocky Mount is 44.8 with the Primary Trade Area being slightly higher at 46 years old. While the rural areas of the Roanoke metro are slightly older, the median age across the region is very similar. The state of Virginia median age is 39.6.

Baby Boomers (age 55-74) are the largest segment of the Primary Trade Area population at 29%.

Household Income

The median household income in Rocky Mount is $61,058 compared to $64,994 for the Primary Trade Area.

Rocky Mount and the PTA are in the lower third of regional incomes, but the data is skewed by the lakefront outliers of North Shore ($113,964), Union Hall ($109,320) and Westlake Corner ($91,626). However, the STA’s median household income of $74,091 is in the upper half of regional incomes. The STA represents about 8% of the population of North Main’s local market.

Age Distribution of PTA Population, 2022 (Source: Claritas)

Median Household Income in Rocky Mount & Surrounding Region, 2024 (Source: Claritas)

0 1,000 2,000 3,000 4,000 5,000 6,000

Age 0-17

Age 18-34

Age 35-54

Age 55-74

Age 75+

Age Distribution in Primary Trade Area, 2024

$61,058 $64,994 $74,091

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

Median Household Income, 2024

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HOUSING

Housing Stock: Age, Type and Tenure

Housing stock in the PTA is predominantly single-family and owner-occupied. 75% of the occupied units are owners and 25% rental. Just 6% of the housing stock is multi-family, although the North Main Study area has a much larger percentage.

The median year built for housing structures in the PTA is 1984. As population has stagnated, so have new housing starts.

Only 6% of the area’s housing were built after the year 2010 when population began to decline.

Housing Tenure in PTA, 2024 (Source: Claritas)

Housing Types in PTA, 2024 (Source: Claritas)

Single Family

Detached 74%Single Family Attached

1%

Multifamily 6%

Mobile Home/Trailer 19%

PTA Housing Types, 2024

Owner- Occupied

75%

Renter- Occupied

25%

PTA Tenure, 2024

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Housing Values

The median value of owner-occupied housing in Rocky Mount is $177,602. This is below Franklin County ($228,197) and the Roanoke Metro ($251,019). The communities closest to the lake have the largest home values by far.

Penhook has the highest home values at $607,512.

The Primary Trade Area’s median home value is $195,009 while STA is $234,264. 40% of homes in the Primary Trade Area are between $150,000 and $300,000.

For Sale and Rental Markets

The Zillow Home Value Index measures the market value of homes based on current listings and provides insights into changes in home values over time.

The Zillow Home Value Index for the 24141 Rocky Mount zip code was $231,611 as of January 2024. This is a 6.7% increase over the past year and a $100,000 increase over the past nine years. Franklin County shows a ZHVI of $314,171 illustrating that housing value is increasing across the board.

Housing Values in Rocky Mount and the Region, 2024 (Source: Claritas)

Zillow Home Value Index, 2015-2024 (Source: Zillow)

$177,602 $195,009 $234,264

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000

Median Value of Owner-Occupied Housing, Zillow Home Value Index, 2015-2024

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Housing Affordability

Housing is considered affordable if less than 30% of household income is spent on housing.

According to the US Census 2020 American Community Survey, 47% of renters in Rocky Mount are cost-burdened, with 35% severely cost-burdened (spending more than 50% of household income on housing costs). A recent study for Franklin County showed that just 30% of renters were severely cost-burdened. This appears to be a significant affordability challenge for the Town of Rocky Mount.

This study looked primarily at the trade areas that are relevant to the North Main corridor, so housing data within the study area was not collected.

However, it is possible that these affordability challenges are more prevalent in the neighborhoods directly adjacent to the study area.

Nearby single-family homes range from $36,000 to $200,000 according to Zillow. There is only one property for sale adjacent to the study area, a vacant residential lot for $85,000.

Overall Housing Observations

• The recent Franklin County Strategic Plan included a community survey where 68% of residents wanted more attainable housing in the region. Housing values are going up in Rocky Mount, the county, and entire region. While this can be great for the homeowner, it creates a challenge for newcomers coming into the area, or existing homeowners who want to move up.

• Occupancy rates in the entire area are incredibly high, suggesting pent up demand for housing. Even with demand, there is a lack of new residential product overall.

• Part of that challenge is that just 6% of the primary trade area (and 7% of Franklin County) are multi-family.

• The area around the North Main corridor could be a receiving area for new residential, mixed-use, and rental property that is more attainable.

Less than 20 Percent

34%

20 to 30 Percent…

30 to 50 Percent…

More than 50 Percent

35%

Not Computed 8%

Gross Rent as a Percentage of Household Income, Rocky Mount

Less than 20 Percent

69%

20 to 30 Percent

20%

30 to 50 Percent

4%

More than 50 Percent 6%

Monthly Owner Costs as a Percentage of Household Income, Rocky Mount

Percent Cost-Burdened (Source: US Census.)

28 | North Main Corridor Improvement Plan

RETAIL MARKET

Retail Leakage Analysis

“Retail Leakage” refers to the difference between the retail expenditures by residents living in a particular area and the retail sales produced by the stores located in the same area. If desired products are not available within that area, consumers will travel to other places or use different methods to obtain those products. Consequently, residents are purchasing more than the stores are selling, and the dollars spent outside of the area are said to be “leaking.”

The retail leakage analysis indicates that the Town has a significant retail gain, drawing people in from the wider region. However, the PTA and STA, those trade areas that represent the local market for the North Main area, experienced retail leakage which indicates unmet demand within the trade areas.

In the previous year, stores in the primary trade area sold $488 million. During the same time period, residents in the primary trade area spent $713 million, indicating a retail leakage of $255 million. Stores in the secondary trade area had just $65 million in retail sales while residents who live in the area spent $208 million, indicating a retail leakage of $143 million.

Retail Leakage in Rocky Mount and Trade Areas. (Source: Claritas, Arnett Muldrow.)

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Retail Leakage in Select Categories

The numbers above are for all types of stores and businesses. Individual categories however show different amounts of leakage and gains. The chart to the right shows all of those categories that had leakage of over $1.5 million or more in the PTA last year. This leakage translates directly to market demand and opportunities for commercial growth.

Retail Capture

This data informs the Town and local businesses about potential types of businesses, products, and services to target for recruitment.

It is not reasonable to expect to capture 100% of retail dollars leaking from the trade areas.

Consumers will continue to shop online or travel to nearby retail markets for certain purchases. However, through strategic recruitment, economic development and marketing, opportunities exist to capture some of the leakage in key retail categories. Through a conservative capture scenario of 20% of leakage from the primary trade area and 10% of leakage from the secondary trade area, there is an opportunity within Rocky Mount to capture approximately 145,069 square feet of retail. Some of this retail can be directed to the North Main Corridor.

$1,553,748 $1,615,822 $1,677,028 $1,700,699 $2,055,251 $2,247,765 $2,391,350 $2,626,839

$3,703,593 $3,984,986 $4,134,201

$6,272,409 $8,052,147

$10,417,128 $14,445,483

$18,198,861 $19,396,529

Hobby, Toy & Game stores

Cosmetics & Beauty Supply stores

Beer, Wine, and Liqour stores

Pet and Pet Supply stores

Jewelry stores

Shoe stores

Women's Clothing stores

Drinking Places (alcoholic beverages)

Home Furnishings stores

Sporting Goods stores

Recreational Vehicle stores

Limited-Service restaurants

Electronics and Appliance stores

Family Clothing stores

General Merchandise stores

Full-Service restaurants

Pharmacies & Drug stores

Retail Leakage in the PTA

PTA Retail Leakage in Select Categories. (Source: Claritas, Arnett Muldrow.)

30 | North Main Corridor Improvement Plan

Food Service and Drinking Places: There is demand within the trade areas for up to 46,046 square feet of restaurants. This category includes a range of dining types including full-service restaurants, limited-service restaurants, drinking establishments and non-alcoholic beverage bars such as coffee shops. While there is unmet demand across the sub-categories, the greatest opportunity for Rocky Mount and the North Main area is in full-service restaurants. The capture scenario indicates support up to 46,046 additional square feet of restaurant space. The majority of this opportunity ($18m) is in full-service sit-down restaurants, similar to Ippy’s or the Hub. Another $6.7m in leakage is in limited-service, such as Arby’s or KFC.

General Merchandise: The General Merchandise category leaked nearly $15 million in primary trade area and $13 million from the secondary. The capture scenario suggests opportunity for up to 26,492 square feet of additional general

Capture Scenario in PTA and STA. (Source: Claritas, Arnett Muldrow.)

31 | North Main Corridor Improvement Plan merchandising. A typical dollar-type store is upwards of 15,000 square feet, so existing demand could support a dollar store or other general merchandiser.

Health & Personal Care: This category is predominantly drug stores and pharmacies, which leaked $19m from the PTA last year. The capture scenario shows opportunity for over 12,000 square feet of space. A typical CVS or Walgreen’s are up to 15,000 square feet, while independent pharmacists are much smaller in footprint.

Clothing: The primary trade area alone showed nearly $16 million in leakage in clothing stores last year. Most of that was in the categories of Women’s Clothing, and Family Clothing. There is demand for up to 12,218 square feet of space in these categories.

Home Furnishings: There is demand for up to 7,048 square feet of space for Home Furnishings stores. While a typical Pier One or Kirklands is bigger than this, this number suggests and opportunity for a smaller independent, or perhaps an expansion of an existing business.

Sporting Goods: There is demand for up to 6,095 square feet of space for Sporting Goods. As a frame of reference, Hibbet’s stores are 5k square feet and independents are smaller. Given the numerous recreation uses and facilities in the North Main area, this may be an opportunity.

Specialty Retail: Opportunities exist to expand existing businesses or add small boutique-style businesses in certain categories of specialty retail including:

• 5,768 square feet of Electronics

• 3,293 square feet of Shoe stores

• 2,785 square feet of Antiques stores or consignment

• 2,476 square feet of Hobby and Game stores

• 1,561 square feet of Book stores

• 1,427 square feet of Jewelry stores

• 1,261 square feet of Gift stores

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EMPLOYMENT

According to the latest employment statistics from the US Census Bureau, there are approximately 10,764 jobs in the 24151 zip code. The largest employment sectors in the zip code are:

• Manufacturing (26%).

• Health Care & Social (14%).

• Retail Trade (13%).

• Educational Services (12%).

• Accommodation/Food (6%).

Unlike many smaller communities, manufacturing is still as significant portion of jobs in Rocky Mount representing over a quarter of all jobs. In fact, the North Main area has some of the largest employers in Franklin County.

Rocky Mount is a net importer of jobs, with 8,044 workers commuting into the Rocky Mount zip code each day. As a location of many of these jobs, the North Main corridor accommodates traffic for many of these commuters. Most commuters are coming inf from:

• Franklin County (outside RM): 41%

• Henry County: 11%

• Roanoke County: 7%

• Roanoke City: 6%

Those who commute outside of Rocky Mount each day are mostly going to

Employment by Sector in the 24151 Rocky Mount Zip Code, 2021 (Source: US Census On the Map)

Inflow and Outflow of Jobs in the 24151 Rocky Mount Zip, 2021 (Source: US Census On the Map)

Manufacturing 26%

Health Care and Social Assistance

14%

Retail Trade 13%

Educational Services

12%

Accommodati on and Food

Services…

Construction 6%

Public Administration

4%

Administration & Support, Waste

Management and Remediation

4%

Wholesale Trade 3%

Employment by Sector, 2021 24151 Rocky Mount

33 | North Main Corridor Improvement Plan

Roanoke City (26%), Roanoke County (11%) and the remainder of Franklin County (11%).

Given the North Main corridors representing both a historic and current jobs center for Rocky Mount, it will be important to focus on retaining and supporting these existing employment anchors.

2.2 Business Development Strategy

The data presented above in the market analysis describe the opportunity for development and investment along the North Main corridor. It shows the importance of retaining and supporting the existing key employment anchors in North Main. It shows pent up demand for new residential, and more attainable residential that perhaps could be accommodated in multi-family and mixed-use at key locations in the study area. It also describes a market that has potential for 145,000 square feet of new retail and commercial, with key categories being restaurant, general merchandising, health and personal care, among others. North Main has become a hospitality node for the community, with an existing hotel with one on the way, and numerous restaurants. It also serves as an important corridor for the residents living around the district, many of who have limited transportation options but still need food, personal care, and retail.

All of the data points to tremendous opportunity for the North Main corridor. The reality is that North Main’s true potential will be defined by the VISION of the district established in this plan.

The recommendations below build off the market research and community input to create a simple, targeted strategy for business growth and development based on that vision. They are organized in two strategic areas:

• Business Support & Development

• Market Positioning

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BUSINESS SUPPORT & DEVELOPMENT

The actions below focus specifically on ongoing business development including recruitment, support, and development.

1. Share Market Research: The market study provides current and up to date information about the local market that should be of use to local businesses, particularly those that exist in the North Main area. The Town of Rocky Mount should make this report and its market study easily available to existing businesses, prospects, potential entrepreneurs, property owners, and any partner that may find the data relevant.

2. Survey of Users: The town should consider conducting an intercept survey (as opposed to online) of users and customers to further describe the local needs that may be accommodated in North Main. The Survey can ask questions related to specific commercial, service, transportation, and recreation needs within the district. It can be conducted at key locations like Ippy’s, Benjamin Franklin Middle School, hair salons & barber shops, skate park, Franklin County YMCA, etc., to get a well-rounded survey of those who use the corridor the most.

3. Target Key Businesses for Recruitment: The market analysis details the potential demand from the trade areas of up to 145,000 square feet of space based on current market trends. North Main of course does not have the space to accommodate all this new investment, but key opportunities include restaurants, health and personal care, general merchandising, used merchandise/consignment, and many others.

Rocky Mount should identify which uses the district, its trade areas, and its adjacent neighborhoods need the most and begin to put a plan together to recruit. Even a use such as a Dollar-General would be supported by the market research, and serve as a needed retailer for neighborhood residents.

4. Identify Catalyst Sites for both Development & Redevelopment:

North Main is a mixed-use district that has a significant amount of development already. The opportunity in the district is limited primarily by the lack of space to develop. While there is a large undeveloped site, others are constrained by topography, size of

Example Opportunity Site

35 | North Main Corridor Improvement Plan parcel, or existing development. The town should identify catalyst sites that may be prime for redevelopment, parcel assembly, or greenfield investment and approach the property owners about their vision of the property. The town and private owner can potentially work together to enhance infrastructure, increase visibility, and otherwise market the sites for investment.

5. Target a Destination Business or Use: The North Main Corridor is a functional district that serves a market that is primarily local. This is not unusual, but it is also not a bad thing, and it should always maintain its local relevance. However, with dynamic and growing markets in Rocky Mount, there is the potential to target a single destination use that complements the Town’s current draws. It could be a brewery or distillery that complements downtown, or a small venue or amphitheater that creates a space for locals and regional visitors to enjoy a crafts market or arts show. It could also be marine retail or outdoor recreation retail to support Smith Mountain Lake and outdoor activity that exists throughout the region. A single destination use could bring visitors into the district, but also complement key hospitality uses in the district that already exist.

6. Pursue Community Business Launch or Similar Entrepreneurial Program Specifically Aimed at Business in the Corridor: Virginia Department of Housing and Community Development (DHCD) facilitates the Community Business Launch (CBL) program that helps communities develop and recruit small business. The program includes a systematic process to define a community’s vision and implementation of a local business competition to develop entrepreneurs that meet that vision. Communities receive up to $45,000 from DHCD to conduct the business planning competition and the funds can be used for training, mentoring, and grant awards given to winning entrepreneurs. In Rocky Mount, a CBL program could target potential entrepreneurs that live in the adjacent area, or regional ones that may be willing to invest in the corridor. Many Virginia communities have seen so much success with this program, that they are going through their second or third CBL process.

7. Develop a Small Vibrancy Grant for North Main Businesses: With such a wide street and so many overhead utilities, North Main Street’s current environment creates a challenge for the visibility of the businesses along the corridor.