Roanoke Valley governments join forces to find elusive retailer

The time has come to bring in experts. A consultant has been hired to develop and implement a Roanoke Valley retailer recruitment plan. The consultant identifies retail needs, maps available store locations, and contacts at least 30 of her potential customers. According to project records, he will be an “experienced and passionate consultant who will assess and enhance existing and potential retail landscapes in the region.”

The project is expected to run for several years, and it may take that long to see results. Along the way, external advisors will analyze consumer spending trends, assess the performance of shopping centers and commercial corridors, attend trade shows and liaise with real estate brokers and developers. They will set up and attend meetings with prospects along with government officials as appropriate.

From what I can tell, one of the hot spots for redevelopment will be the former Sears store at Valley View Mall, which has been vacant for four years. The city of Roanoke recently placed the address in an “enterprise zone” with development incentives, which could help.

The main goal is to attract retail to corridors such as Electric Road, Williamson Road and US 11/460. These highway sections, which pass through Roanoke County and the cities of Vinton, Roanoke and Salem, are expected to cost hundreds of thousands of dollars, with local governments splitting the cost of the project.

“I think everyone wants to see Trader Joe's and high-end retail,” said Mark Nelson, director of the Roanoke Economic Development Authority.

Residents in the area are positive about Trader Joe's, a grocery store chain based in Monrovia, California. The company's website has announced several new stores, including one scheduled to open in Bradenton, Florida, last week.

In addition to recruiting stores that are in demand, consultants are asked to determine what types of stores are sufficient in the area. I'll go on record as saying there are more than enough dollar stores in this area.