At the end of August, I visited Roanoke, VA, for MATPRA’s Media Marketplace and Annual Meeting. Although my aunt and uncle have lived in Roanoke my whole life, I hadn’t been there since my early teens, and I was excited to explore the city they love.
It became clear early in my visit that Roanoke has embraced placemaking as a revitalization strategy, intertwining its rich history with modern community spaces. By leveraging its unique assets—historic districts and buildings, a walkable downtown, public art, parks, and collaborative spaces—residents and visitors alike are able to connect with the physical spaces in Downtown Roanoke, as well as their community history, and, most importantly, each other.
Center in the Square: A Collaborative Cultural Hub
MATPRA’s opening reception was held at Center in the Square (CITS), a transformative space that embodies the city's collaborative approach to placemaking. Multiple museums and cultural institutions are housed under one roof—the Science Museum of Western Virginia, the Harrison Museum of African American Culture, and the Mill Mountain Theatre among them.
CITS was developed in 1983 as a catalyst to downtown revitalization. The goal: generate foot traffic to an area that wasn’t being used because people didn’t find it safe. Developers creatively reused an abandoned 1914 feed and seed warehouse; today, the vibrant space also includes an exotic butterfly garden, the largest saltwater aquarium in the Mid-Atlantic, and a rooftop restaurant with panoramic views of the mountain-lined cityscape.
Besides driving foot traffic to the five-block historic district that includes an eclectic mix of quaint shops, restaurants, and the historic Farmers Market, CITS uses a collaborative model other nonprofits could adopt. The cultural organizations do not pay rent; CITS generates revenue via space rentals to for-profit companies and usage fees from the Roanoke Pinball Museum, Kids Square, Roanoke STARCADE, and the Get Schooled! education program, in partnership with Blue Ridge PBS.
By creating a central gathering place, Roanoke has amplified its ability to offer interactive and multifaceted cultural experiences, making Center in the Square not only a cultural hub but a cornerstone of downtown placemaking.
Historic Gainsboro: Reviving the Story of a Lost Community
Placemaking also involves a commitment to historical remembrance. Roanoke’s Historic Gainsboro, once a thriving African American community, was heavily impacted by urban renewal policies in the mid-20th century, which dismantled much of its infrastructure and displaced its residents. Unfortunately, very few buildings remain of this once-bustling African American community, but the Gainsboro History Project’s deeply-researched website and mobile app filled in the gaps for me.
Despite its location right beside the historic Hotel Roanoke and a walkable few blocks from CITS and the Farmers Market, I doubt many tourists make it to Gainsboro, which is a shame. Interpretive exhibits, tours, and preservation efforts are telling the story of this once-vibrant community that was nearly erased.
Mounted to what used to be the Green Book-listed Dumas Hotel were four “Life on Henry Street” panels featuring photos and audio on the themes of business, social life, entertainment, and cuisine. Nearby is a wayside sign with a map denoting where Black-owned businesses once stood. Across the street is the Higher Education Plaza, which I missed during my visit. According to this WSLS new piece, the Plaza was built as a place for students to eat lunch or study. Included in the area's design are snippets of Gainsboro’s history.
The Roanoke Arts Commission (RAC) has also activated a nearby parking lot with the David Ramey Gainsboro Mural Wall. Featuring the work of Ramey, whose work depicted life in Roanoke, the artwork is accompanied by interpretive signage sporting QR code links to more information on the RAC website.
I came away from my visit to Gainsboro with a much deeper understanding of the neighborhood and its culture. The interpretive elements were not terribly expensive (although I admittedly don’t know what they cost) but were very effective in educating me about the area’s history, enabling me to visualize what is now gone, and inspiring me to learn more. A very effective use of placemaking and interpretive strategy.
Interpretive Signage: Bridging Past and Present Across the Railroad Tracks
Walkways are usually pretty utilitarian and uninspiring. But Roanoke turned their pedestrian bridge, which crosses the railroad tracks, into a literal and metaphorical link between the past and present. Delivering pedestrians between The Hotel Roanoke and the downtown area, the glass-wrapped Market Square Walkway offers beautiful views of the mountains, while interpretive panels share the story of Roanoke’s development as a railroad town.
Always on the lookout for innovative ways to integrate historical interpretation into public spaces, I really appreciated the effectiveness Roanoke’s place makers achieved here.
Elmwood Park: The Intersection of Nature, Art, and Community
Confession time. I didn’t make it to Elmwood Park. I wanted to, but it was 95 degrees, I was on foot, and my water bottle was nearing empty. The A/C in my hotel room beckoned. But as I researched the Park to write this section, I berated myself for not hopping in the car to check it out. Next time.
According the Roanoke Parks and Recs website, Elmwood Park includes 35,000 trees and plants, watered by a sustainable rainwater cistern. Visitors can explore magnolia tree-lined walkways and an art walk featuring a rotating collection of public art sculptures.
The Elmwood Park amphitheater features grass seating terraces that can accommodate 4,000 music lovers for a mix of live concerts, while younger visitors can exercise their imaginations at the Peter Pan Playground. Festivals, cultural events, and free morning yoga make the park a favorite for residents and visitors alike.
As you can tell, I was enchanted with Roanoke, and I haven’t even touched on the plethora of historic architecture, the dynamite restaurants, and or the wealth of outdoor activities in the nearby Blue Ridge Mountains. I’ll definitely be back, and I encourage anyone passionate about placemaking to check it out too – there are ideas around every corner.