Melrose Plaza

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Mission Empowering Individuals. Strengthening Families. Inspiring Communities.

Vision Eliminating Poverty.

Purpose 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.

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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

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Roanoke was once home to the Valley’s Black Wall Street. The historic Gainsboro area was

Airport Miller Court/ Arrowood

Preston Park

Peachtree/ Westview Terrace Norwood Washington Heights Edgewood– Summit Hills Ridgewood Park

South Washington Heights

Willa Heights

Black culture and commerce. Urban renewal in

Evans Spring

Williamson Road

Melrose/ Rugby

Wilmont

a self-sufficient community and the center of

Roundhill

Fairland

Loudon– Melrose

Washington Park Harrison

Hurt Park

Cherry Hill Norwich Shenandoah West

Mountain View

Downtown

Gainsboro

West End Gilmer

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),

PROJECT HISTORY

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.

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MELROSE PLAZA EXTERIOR RENDERING, ENTEROS DESIGN

Melrose Plaza will be a family-friendly destination

While each of these initiatives would be beneficial

that pays tribute to Northwest Roanoke’s rich history

as stand-alone facilities, operating as a center under

and culture. Four anchor initiatives were chosen for

one roof will make the services more accessible to

the Plaza through years of community input. These

community members. The building is geographically

initiatives were identified as the most critical needs to

situated to easily engage surrounding neighborhoods.

create positive change for individuals, families, and the

Using Goodwill’s existing structure means the

community as a whole.

initiatives will be more quickly functional and available

The project is a collaboration between the city of

to the community.

Roanoke, Goodwill Industries of the Valleys, and

The work of the project is new and untested, so the

multiple partners who have a shared focus. Goodwill

outcomes listed with each initiative are “intended.”

has the existing facility, an established presence in

However, a baseline for measuring these will be

the neighborhood, and a strong leadership team that

established at the start of each initiative and measured

positions the organization to steward and sustain the

over a five-year period. The collection of this data will

project’s capacity for meaningful change. Building on

allow reporting on the changes from the baseline for

the current successes of the Melrose Library next door,

each area.

the teams will partner to create a climate of lifelong learning and community enrichment.

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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 6 | MELROSE PL AZA

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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 8 | MELROSE PL AZA

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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 10 | MELROSE PL A Z A

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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.

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PROGR A M 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 14 | M EL R OS E PL A Z A

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PROGR A M 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 16 | MELROSE PL A Z A

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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.

FOR MORE INFORMATION AND TO GIVE, VISIT WWW.MELROSEPLAZAROANOKE.COM 18 | M ELROSE PL A Z A

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PHYSICAL ADDRESS:

MAILING ADDRESS:

2502 Melrose Avenue NW Roanoke, VA 24017

PO Box 2420 Roanoke, VA 24010

MelrosePlazaRoanoke.com

Goodwill Industries® of the Valleys PO Box 2420 | Roanoke, VA 24010 (540) 581-0620 GoodwillValleys.com