Projects

1. 1-Introduction
2. 2-Historical Development
3. 3-Strategic Assessment
4. 4_Physical Analysis
5. 5-Market Analysis
6. 6-Design Recommendations
7. 7-Economic and Market Recommendations
8. 8-Promotion and Marketing Recommendations

Description of Project

During the past several decades, commercial growth has occurred along the Route 17 corridor.  During this time, the Gloucester Village has continued to grow and physical improvements have been undertaken in the Main Street area.  Nevertheless, there has been growing concern over the long-term impact to Village character from this regional growth and increasing traffic.

With Gloucester County re-developing their Comprehensive Plan and the Main Street Trust seeking advice on how to use their resources to the greatest advantage of the citizens of Gloucester, both parties decided to seek expert advice by contracting Frazier & Associates and Arnett Muldrow & Associates.

The overall intent of the Gloucester Courthouse Village Plan was to develop a series of key projects and strategies for the revitalization of the Route 17 Business corridor and Main Street through a broad and inclusive community process.  This plan was rooted in a partnership among three pivotal groups that will play crucial roles in its future success:  The Main Street Preservation Trust, Gloucester County, and the Gloucester Main Street Association. 

The Gloucester Courthouse Village Plan has four components and sets of recommendations based on National Main Street Center’s Four Point Approach© to include design, economic restructuring, organization, and promotions/marketing.

The project’s goals were the following:

• Create a comprehensive public/private plan that can be implemented
• Follow the National Main Street Center approach
• Build on existing organizational and funding assets
• Recognize and enhance the Village feel, historic ambiance, and quality of life
• Work on traffic and parking issues
• Continue to implement building and streetscape improvements
• Focus on specific themes for revitalization projects
• Create a new brand/image for all Village promotional materials
• Base business recruitment strategy on marketing analysis

The process leading to this document included data gathering, analysis and recommendations.  Private interviews were conducted as well as public workshops.  Input was received from both public and private sectors and various meetings were held with community interests such as merchants, banking, real estate, citizens, property owners, and developers.  A zip code analysis was conducted by retail businesses.  This report represents the final products and recommendations taken from this process.

Description of Project

During 2010, as recommended in the Courthouse Village Plan, the Main Street Preservation Trust began the work of contracting and overseeing the work by Commonwealth Preservation Group to create a new historic district that would focus on the historical commercial core of Main Street and overlap into the existing historic district that currently was comprised of the Historic Court Circle and surrounding buildings on the outskirts of the Court circle. 

Buildings that fall within the district’s boundaries and are considered to be contributing are eligible for the state and federal rehabilitation tax credit programs.  If rehabilitation work is done following the Secretary of the Interior Standards for Rehabilitation and the proper paperwork is completed, these programs can offer combined tax credits of up to 45% of qualifying project costs depending on the building having an income producing use.

Rehabilitation efforts are also tied to enhanced retail activity in downtown areas and often serve as a catalyst for economic development.  Revitalization often results in destination heritage tourism.

In December, 2010, the Main Street Preservation Trust received its notification that the new district known as Gloucester Downtown Historic District had been placed on the Virginia Landmarks Register and the National Register of Historic Places. This historic district does not at this time include a local governing ordinance.

To learn more on how to navigate the process of applying for historic tax credits, click on the following links or call the firms below.

• dhr.virginia.gov/tax_credits/tax_credit.htm
• cr.nps.gov/hps/tps/tax/
• Frequently Asked Questions-Tax Credits
• Prosperity Through Preservation - VIRGINIA’S HISTORIC REHABILITATION TAX CREDIT PROGRAM
• Tax Credit Regulation Summary
• The Secretary of the Interior's Standards for Rehabilitation

example of a property owner that used the historic tax credits in conjunction with the façade improvement grant program.

Property owner, Latane Avery.

When asked what it was like working through the design process of the Main Street Preservation Trust Façade improvement portion of the renovation she answered, “Working with Frazier & Associates (architects working with the Main Street Preservation Trust) was a great experience. Instead of saying "you must do this," we had a great creative dialog and came up with a fabulous design. Very collaborative process.  (Latane Avery was awarded a free design courtesy of the Main Street Preservation Trust through their annual façade grant improvement program)

When asked her thoughts on her decision to completely renovate the office and apply for historic tax credits, she responded, “As for the tax credits, they were a driving force in my decision to rehab the office. They made it all worthwhile.”

Project Description

An effort is underway in Gloucester to preserve the Village character and to strengthen the Main Street commercial district.  The purpose of the Façade Improvement Program is to enhance the traditional Main Street area and improve its economic vitality by encouraging investment in Main Street buildings and businesses.

Façade improvements have been proven to increase sales for individual businesses when tenants and property owners collectively make improvements.  The result enhances the image of the participating business and the whole district benefits as more owners participate in the program.

Established in 2011, this program is a 50/50 match not to exceed $20,000 in any one year and the focus area covers Main Street beginning at Main Street Center and goes to and includes the Court Circle, its buildings and the ones around it.  Business and commercial property owners within this designated area are eligible to apply.  The 2012 grant application deadline is March 9, 2012, 5PM.  Awards will be announced on April 20th, 2012.  The Main Street Preservation Trust solely funds this program and grant cycles will take place annually.

learn more about the program

Press Release 4/25/12 - Read about our award winning projects!

Read an article on façade improvement and how it can renew your business:

• Facade Application 2012
• Facade Brochure 2012
• Facade Policies & Procedures 2012
• Design Guidelines
• CalvinHotel Design Example
• The SilverBox Design Example
• Tr-iCounty Furniture Design Example

The Main Street Preservation Trust supports the Gloucester Main Street Association with funding for the Executive Director, events, marketing, website, and utilization of office space.  The Gloucester Main Street Association functions as a separate entity with a separate board of directors. To learn more about the Gloucester Main Street Association, its mission and upcoming events, visit gloucestervillage.com

The Main Street Preservation Trust partners with the Cook Foundation on projects and initiatives related to Main Street.  To learn more about the Cook Foundation, their mission, and to see upcoming art events, please visit cookfoundation.info.

The following are a few examples where the MSPT and the Cook Foundation partnered on projects to benefit Main Street and Gloucester County.

The first project was the Pocahontas Family Festival that combined two major events:  The Pocahontas Mural Unveiling & Chalk Fest 2007.  During the Mural Unveiling ceremony, the event showcased a living Indian Village, children’s performances, dignitaries such as the late Congresswoman Joanne Davis, and special comments from Dan Roberts “A Moment in Time” radio personality.

Pocahontas Mural (2007)

Adorning the side of the Gloucester Library and displaying at 20’ tall and 150’ long, the Pocahontas Mural titled, “The Life & Legend of Pocahontas” depicts how Pocahontas transcended two cultures and worlds.  This public art display serves to enhance Main Street Center, foster an appreciation for public art and to embrace Gloucester’s history.  This project took approximately one year to complete from design process to unveiling.

Pocahontas Mural Brochure

Chalk Fest

In 2007, on the same day as the mural unveiling, the Main Street Preservation Trust partnered with the Cook Foundation to bring the first Chalk Fest to Gloucester which took place at Main Street Center and was themed “Pocahontas”.  Chalk art adorned the pavement at Main Street Center from many local artists ranging in age from pre-school to senior citizens.  Featured chalk artist (also the muralist), Michael Kirby, depicted Pocahontas in a reflection pool.

Virginia Symphony under the Stars

The Main Street Preservation Trust along with the Cook Foundation brought the first annual Virginia Symphony under the Stars concert to Gloucester in 2007.  This first, outdoor concert yielded approximately 750 attendees and has grown to over 2,000 annually. The Symphony has returned each year under the planning and implementation of the Cook Foundation and Gloucester Main Street Association.  If you are interested in attending this year’s Virginia Symphony under the Stars concert, please visit www.gloucestervillage.com and www.cookfoundation.info.

Description of Project

In 2011, the Main Street Preservation Trust contracted with two consulting firms to develop a business recruitment strategy for new business as well as develop business retention services for existing businesses on Main Street.   

Business Retention

During 2011, five businesses were chosen from a pool of grant applications to receive one-on-one business consultation services by Margie Johnson of Shop Talk, Inc. The businesses chosen were the Wild Rabbit Cafe, Wisteria Lane Antiques, Gloucester Arts on Main, Yolanda's on Main and Naturals, LLC. Each business received two on site consultations as well as follow-up phone consultations to devise and strategize a list of implementable goals to sustain and grow their business.

In conjunction with the 5 individual consultation grant awards, all Gloucester business owners were invited to two free business workshops that tackled topics of "Winning Business Strategies for Uncertain Times" and " Low Cost High Impact Marketing".

The MSPT decided to continue this initative again for 2012 and between 5-6 businesses will be chosen to receive Business One-on-One Consultations again for this year with the first two receiving services during the month of April, 2012. Applications ARE DUE on Thursday, March 22nd, by 5PM to the MSPT office.To obtain an application for 2012, click here for the 2012 Business One-on-One Application.

Business Recruitment

This project will be an ongoing effort to continually strive towards recruiting new business to Main Street that compliment the already existing business base.

During 2011, we created a building and business inventory of Main Street.  This data will be a master spreadsheet that will serve as information for potential new business inquiries as well as be the first step in completing a full strategic merchandising plan for Main Street. Click the following link to view the most recent building and business inventory of Main Street.

Surveys were conducted along Main Street at different locations to better determine the use of the Gloucester Village and track shopping patterns and consumer preferences. These results have helped us determine and understand what categories of business would be prime targets for recruitment.

In addition, the Economic Restructuring Committee was formed and participated in a 1/2 day workshop in business recruitment on 8/30/11 along with others such as property owners on Main Street, EDA Board Members, Chamber Board members, Gloucester Main Street Association Board Members and any other stakeholders on Main Street. During 2012, we will be developing formal marketing materials and actively targeting new business.

Description of the Project

Beginning in 2007 and running thru 2010, the Main Street Preservation Trust managed and predominantly funded the installment, planting, and maintenance of 40 flowering lamppost baskets along Gloucester Main Street.  Several baskets are sponsored by community organizations, businesses, and individuals memorializing and honoring others.  These baskets have become a welcomed addition to Spring and are generally installed in early May and remain a constant visual treat until the end of October.  The baskets have served to enhance the overall aesthetics and environment on Main Street and have been enjoyed by residents and visitors alike.  To sponsor a basket, please download the form below.  Please note that as of 2011, the Cook Foundation will be taking the lead on this project as they are a 501c3 organization and therefore any lamppost basket sponsorships are tax deductible.  Please consider joining us in our beautification efforts. Click here to download the 2012 sponsorship form.

 

The Gloucester Main Street Guide is an important marketing piece for the Gloucester Courthouse Village.  It is used as the primary piece of tourism marketing by the Gloucester Main Street Association and over 20,000 copies are placed throughout Virginia in visitors’ centers, businesses, bed & breakfasts, hotels, and campgrounds.  The MSPT has been funding this brochure since its inception, several years ago.  To view the brochure, visit the Gloucester Main Street Association web site at www.gloucestervillage.com.

This project was a joint effort between the Main Street Preservation Trust, Courthouse Construction and Gloucester County to renovate and save the Bay Aging/Senior Center Annex building that was located in the center of downtown.  The building is owned by Gloucester County but they did not have the funds to be able to do the complete renovation.  The Main Street Preservation Trust stepped in with a $25,000 donation towards the renovation and Courthouse Construction contributed $5,250 in labor cost to bring the project into the County’s budget.  To learn more about the project, click the following links to articles that appeared in the Gloucester Mathews Gazette Journal.

1. Senior annex ribbon cutting
2. Renovations to Senior Center Annex underway