Main Street Director Charles Williams talks to the audience.

The officials discussed topics from design to promotion in the two hour meeting at the Kirkwood Adams Community Center.

A common theme throughout the meeting was capturing the traffic coming off Interstate 95 and Highway 158 and the abundance of buildings and businesses already located on the avenue.

Some $38 million is spent within a mile radius of the avenue with the potential to capture $48 million, said Bob Murphrey, a coordinator with the program.

“You need to start finding ways to capture those dollars,” he said, mainly through new restaurants and furniture and appliance stores. “You need to explore ways to marshall a revitalization effort.”

Most people, according to a survey, want to see clothing stores, drug stores, restaurants and book and jewelry stores on the avenue.

“You need to expand merchants and businesses and cluster businesses that can feed off each other,” Murphrey explained.

There are 65 vacant buildings on the avenue, he said, most of them in poor or fair condition with a price of $20 per square foot. Renovation costs are between $75 to $100 per square foot with the potential to make a profit of $2 per square foot. With tax credits the return on investment could be as much as 5.8 percent, Murphrey said.

Betsy Kane, a senior planner, said zoning has to be calibrated with the efforts. Roanoke Rapids already allows apartments over buildings and there has to be a push to invest in the city’s historic centers. “That increases pride in the community.”

Kane said it is important to maintain quality of life in the older parts of Roanoke Rapids.

“Many of you grew up here,” said Stephanie Richardson, a designer. “Your forefathers probably built these buildings. You have the second largest National Historic Register designation in the state. You can use that in your branding.”

The architecture on the avenue has beautiful details, Richardson explained. However, many have boarded windows which cause mold and mildew problems. “You need to open the windows up.”

She also said to not paint over bricks. “Color is a powerful tool. You have great wide sidewalks.”

While the city has made an investment for new sidewalks, Richardson said, “The private sector has to pitch in.”

Promotion is also important, said Liz Parham, director of the urban development division and North Carolina Main Street Center.

“Promotion is economic development,” she said. “You need to promote your assets. You have a lot of assets.”

Roanoke Rapids Main Street Director Charles Williams said following the presentation there is still much to absorb.

He said there is interest in the Main Street program among private investors and local property owner Roy Dixon is fixing his building on the corner of Tenth Street and the avenue not only to sell, but to use as a display for the Roanoke Avenue Business Alliance.

One person plans to locate a service oriented business on the avenue and one person was so impressed with the program they not only sent historic photos but a check as well.

City Planning and Development Director Amanda Jarratt said her department will offer assistance. “We will continue to work with Charles and RABA to support their goals.”