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Historic Roanoke City Market Building reaches full capacity with exciting future plans

Roanoke, Virginia – Big changes are on the horizon for the Roanoke City Market Building, a historic landmark in downtown Roanoke. A recent news conference unveiled exciting developments for this beloved landmark, including full occupancy for the first time in five years and ambitious plans for a comprehensive rebranding and redesign.

The Roanoke City Market Building, grappling with the economic impacts of the COVID-19 pandemic, has achieved a significant milestone by reaching 100% occupancy. This achievement was marked by the addition of Chico’s Subs, which filled the last vacant tenant space. Vice Mayor Joe Cobb highlighted the recovery, stating, “We’re still somewhat recovering and merging from the pandemic. So some of the downtown employers and employees are starting to see a comeback in that regard,” which he believes is mirrored in the surge of food vendors now populating the market.

This resurgence is a promising sign for the market, reflecting a broader revitalization of Roanoke’s downtown area. The full occupancy is more than just a statistic; it symbolizes the enduring appeal and resilience of the market as a central hub for commerce and social interaction.

In response to these positive developments, the market’s organizers are not resting on their laurels. They have announced a dynamic new positioning strategy that encompasses a redesign of the food hall and mezzanine areas to make the space more inviting and functional. This redesign is part of a broader effort to align with the city’s promotional strategies and enhance the market’s role as a cornerstone for downtown Roanoke’s business and social scenes.

Elliot Broyles, the market’s Executive Director, expressed enthusiasm for the future, “We envision a future where inside the Market Building patrons can get a taste of all that Roanoke offers and then be guided to the various experiences outside our doors that make this region so special,” he explained. The vision extends beyond just food, aiming to integrate the market more deeply with the arts, entertainment, and outdoor activities that define the region.

The revitalization effort also includes a new branding and marketing strategy for Charter Hall, the third-story event space within the building. This space is set to receive its own distinct logo and promotional strategy to boost its visibility and versatility. Broyles elaborated on the flexibility of the venue, “The refresh of this space will kind of dictate how we can use it,” indicating plans to host a diverse array of events, from live performances to cooking demonstrations, that will attract a wide audience and maximize the utility of the space.

As the Roanoke City Market Building moves into this new phase of its storied existence, the community and visitors alike can anticipate a space that not only honors its historic roots but also embraces the possibilities of the future. For more detailed updates and information, the public is encouraged to visit the Roanoke City Market Building’s official website.

Gayle Gordon

As a college student, making an extra buck now and then was very important. I started as a part-time reporter since I was 19 yo, and I couldn’t believe it might become a long-time career. I'm happy to be part of the Virginian Tribune's team.

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