Through the work of Goodwill, people will have the opportunity to achieve their greatest potential.
Values — S.M.I.L.E.
Serve. We support our communities and each other. Mentor. We motivate and empower each other. Include. We ensure everyone has a voice.
Lead. We work together to drive change. Excel. We strive for excellence in all we do.
Goodwill Industries® of the Valleys’ vision is to eliminate poverty, and Melrose Plaza will bring us a step closer to achieving this purpose. Together with our community partners, we are creating jobs while providing convenient access to resources and services that are proven to address social indicators of poverty. Inspired by the community and our neighbors, we are working together to restore greatness to this historic area of Roanoke.
– Richmond Vincent President & CEO, Goodwill Industries of the Valleys
PROJECT HISTORY
Roanoke was once home to the Valley’s Black Wall Street. The historic Gainsboro area was a self-sufficient community and the center of Black culture and commerce. Urban renewal in the 1950s decimated the community. Residents were displaced, and businesses, churches, and homes were destroyed. Systems worked against the residents who stayed, and the valuable life services that they needed were too far away and not easy to get to.
Responding to this need, the Northwest Roanoke Food Access Initiative was launched in 2017. This community collaborative was spearheaded by Northwest residents, Roanoke College (Dr. Liz Ackley), the city of Roanoke, and many other community partners. The focus of this initiative was on reducing health disparities in the Northwest community and recognizing the childhood obesity rates among Northwest community children as well as shortened life expectancy rates of Northwest community residents as compared to other parts of Roanoke.
The Goodwill® Melrose Jobs Campus is located in Northwest Roanoke. Committed to contributing to the area’s strength and resilience, the Melrose Avenue facility provides a perfect opportunity to expand on the original work of the Food Access Initiative. Building upon a rich history and years of community input, the reimagined Jobs Campus will be a holistic, community destination and gathering place. It will provide access to healthy, affordable food; family health services; education advancement; career opportunities; financial services; and other resources.
Melrose Plaza will be a family-friendly destination that pays tribute to Northwest Roanoke’s rich history and culture. Four anchor initiatives were chosen for the Plaza through years of community input. These initiatives were identified as the most critical needs to create positive change for individuals, families, and the community as a whole.
The project is a collaboration between the city of Roanoke, Goodwill Industries of the Valleys, and multiple partners who have a shared focus. Goodwill has the existing facility, an established presence in the neighborhood, and a strong leadership team that positions the organization to steward and sustain the project’s capacity for meaningful change. Building on the current successes of the Melrose Library next door, the teams will partner to create a climate of lifelong learning and community enrichment.
While each of these initiatives would be beneficial as stand-alone facilities, operating as a center under one roof will make the services more accessible to community members. The building is geographically situated to easily engage surrounding neighborhoods. Using Goodwill’s existing structure means the initiatives will be more quickly functional and available to the community.
The work of the project is new and untested, so the outcomes listed with each initiative are “intended.”
However, a baseline for measuring these will be established at the start of each initiative and measured over a five-year period. The collection of this data will allow reporting on the changes from the baseline for each area.
MELROSE PLAZA EXTERIOR RENDERING, ENTEROS DESIGN
INITIATIVE I: MARKET ON MELROSE
The Market on Melrose will be the anchor for Melrose Plaza. Supporting a culture of community health, this full-service grocery store will provide access to nutritious, high-quality, and affordable food sources to the neighborhood.
OFFERINGS:
• Fresh, quality products
• Affordable prices
• Clean and safe facility
• Online ordering, curbside pickup, and delivery
• Nutritional education
INTENDED OUTCOMES:
• Create local employment opportunities
• Improve nutritional habits and education surrounding healthy eating
• Improve food access
• Alleviate the food desert in Northwest Roanoke
Melrose Plaza, which will serve as a hub for nurturing neighborhood health, social connectedness, and empowerment for generations to come, is the culmination of nearly a decade of collaboration between residents and community organizations working to address resource equity gaps that have endured for generations. This project serves as a testament to the strength, resilience, and persistence of residents and stakeholders who have advocated on behalf of their neighbors.
– Dr. Elizabeth Ackley
Director, Center for Community Health Innovation
Roanoke College
INITIATIVE II: WELLNESS CENTER
The Wellness Center will function as a holistic resource center aimed at improving the health and well-being of Northwest Roanoke residents. Educational programs and counseling services on subjects such as stress management, proper nutrition, and general health habits will be offered. The individual and family services provided will promote healthy livingand enhance residents’ quality of life.
OFFERINGS:
• Medical services
• Dental services
• Behavioral health services
• Physical fitness opportunities
INTENDED OUTCOMES:
• Provide greater access to healthcare
• Improve healthcare habits
• Reduce reliance on maintenance medications
• Reduce chronic conditions
• Decrease obesity levels
• Increase life expectancy
Melrose Plaza represents a bold vision for uplifting an entire neighborhood.
At the Wellness Center, our on-site Community Health Workers will connect residents with the care they need, health education and screenings, and other resources, building better health neighbor by neighbor.
– Nancy Howell Agee
Carilion Clinic
INITIATIVE III: BANKING CENTER
Financial independence, sustainability, and support are critical to increasing trust and fostering a thriving community. The Banking Center will offer services focused on financial empowerment and well-being, along with general banking needs.
OFFERINGS:
• Business and personal banking
• Checking and savings accounts
• Loans and financing
• Financial education programs
• Free one-on-one financial coaching
• Credit counseling
INTENDED OUTCOMES:
• Increase savings year over year
• Increase access to capital
• Improve Family Self-Sufficiency rating
• Decrease the number of unbanked residents
Our goals for the Bank’s Melrose Plaza location align closely with those of Goodwill, as we intend to help remove barriers to economic success by encouraging the financial well-being of members of the Northwest Roanoke community within our fully operational branch. The Bank looks forward to serving the Northwest neighborhood as their dependable financial partner, and we are grateful for the opportunity.
– Michelle Austin President & Chief Operating Officer, Bank of Botetourt
INITIATIVE IV: THE EXCEL CENTER®
The Excel Center is a free public high school for adults. Students are given the opportunity to earn a state-recognized high school diploma and begin postsecondary education. Students can also earn industry-recognized credentials and certificates and/or college credits in locally in-demand occupations at no cost. This initiative will provide the resources necessary for students to achieve their goals and overcome poverty.
OFFERINGS:
• Accelerated courses
• Flexible schedules
• Career pathways
• Job placement services
• Free childcare for attendees
INTENDED OUTCOMES:
• Increase high school diploma attainment rate
• Increase credential and certification attainment
• Align needs of local businesses with graduates
• Increase employment and wages for graduates
• Increase intergenerational learning
EQUATION FOR SUCCESS
A free, high-quality school diploma for adults
Wraparound supports* Access to postsecondary credentials
Breaking the cycle of generational poverty
*Wraparound supports include childcare services, transportation, life coaching, and college and career navigation.
PROGRAM PARTNERSHIP: THE LIBRARY
The Melrose Branch of the Roanoke Public Libraries moved into its new location at Melrose Plaza in 2019, when the building was the main office for Goodwill Industries of the Valleys. The library provides free resources to meet the needs of community members across all ages. In addition to offering books and programs, the Melrose Branch Library is a vibrant space where the community comes together.
OFFERINGS:
• Books, e-books, multimedia, and research databases
• Computer access, Wi-Fi, and printing/copying/faxing
• Engagement and enrichment activities for all ages
• Access to science and technology for youth, including a STEAM lab
• Meals and snacks for children from birth to age 18
• Free community spaces
INTENDED OUTCOMES:
• Support the informational needs of students and staff at The Excel Center
• Cultivate a climate of lifelong learning and enrichment through community collaborations
• Enhance innovative educational offerings for residents of all ages, including health and wellness programming
As a stakeholder in the neighborhood for a century, the Roanoke Public Libraries are thrilled that Melrose Plaza will be a significant expansion of the campus of crucial community resources. By providing key supports that will enable more residents to thrive, Melrose Plaza will serve as a hub for the community to live, learn, and grow together.
– Sheila S. Umberger Director, Roanoke Public Libraries
PROGRAM PARTNERSHIP: THE HARRISON MUSEUM
The Harrison Museum of African American Cultures is where history and art will come to life at Melrose Plaza. The Harrison Museum is a cultural and educational institution committed to advocating, showcasing, preserving, and celebrating the art and history of African Americans for Roanoke Valley citizens and visitors.
OFFERINGS:
• African and contemporary art
• The annual Henry Street Heritage Festival
• Community collaboration and artistic venue opportunities
• Archives of memorabilia, photographs, and objects telling the stories of the Roanoke Valley African American experience
• Culturally significant oral stories and recollections as told by elders of the Roanoke Valley’s Black communities
INTENDED
OUTCOMES:
• Celebrate the culture and history of Roanoke and the surrounding area
• Promote an inclusive history of the Roanoke Valley
• Promote and embrace cultural diversity in the Roanoke Valley
• Continue the legacy of African culture and excellence by inspiring local youth
• Cultivate awareness, appreciation, and preservation of the contributions of people of African descent
Celebrating and honoring African American history in Roanoke has always been a part of the Harrison Museum of African American Culture’s mission. The exhibits and events offered by the Harrsion Museum will combine with the history and cultural installations at Melrose Plaza to increase awareness and appreciation of African American art and history in the Roanoke Valley.
– Charles A. Price Jr. Board President, Harrison Museum of African American Culture
Melrose Plaza project is a life-changing initiative that will have a profound impact on our city, paying homage to the rich legacy of Northwest Roanoke while providing essential resources like education, healthcare services, and access to fresh, nutritious food. These resources have the power to positively impact the life expectancy of our residents and neighbors while we reimagine the future for this part of our city. We are building a brighter, more inclusive Roanoke, and Melrose Plaza is a vital component of this work.
– Sherman P. Lea Sr. Mayor, City of Roanoke (2016–2024)
WORKING TOGETHER
MELROSE PLAZA ADVISORY COUNCIL (MPAC)
The MPAC serves as a liaison between the Northwest community and Melrose Plaza, communicating local needs and identifying opportunities to address health disparities, workforce needs, and other community concerns. The council is made up of neighborhood leaders, community advocates, clergy members, business owners, industry specialists, and community partners.
COMMITMENT TO INVESTORS
An investment in Melrose Plaza provides the resources necessary to have a broad-reaching impact. Investors are making a commitment to the project, and to honor those commitments, Melrose Plaza leadership recognizes its responsibility to provide regular updates on the project’s performance.
THANK YOU FOR YOUR SUPPORT
Success will come through the collective support of investors and community leaders who share in the vision of this restorative project and its capacity to provide pathways to a better future.
