Uptown Revitalization Project Transforms Martinsville

City of Martinsville
Harvest Foundation
Grant Report
Uptown Revitalization:
Phase 1

Table of Contents
Grant Report Uptown Revitalization: Phase 1 2
Grant Summary 3
Planning by Phoenix CDC 4
Uptown Management Team and Gateway-
Wayfinding Subcommittee Members 5
Uptown Connection Park & Trail 6
Before Photos 7
Renderings 8
Moving Depot Street 9
Tunnels To Towers Foundation Mural 10
Construction Photos 11
Photos 12
Photos 13
Contest to rename the space 14
Branding 15
Funding breakdown 16
Summary 17
Gateways 18
Gateway Planning 19
Photos 20
Photos 21
Photos 22
Wayfinding Signs 23
Evolution of the Signs 24
Completed signs 25
Courthouse Improvements 26
Photos 27
Conclusion 28
Project Team:
Leon Towarnicki
City Manager
Wayne Knox
Assistant City Manager,
Project Manager
Susan McCulloch
Community Planner,
Assistant Project
Manager
Tonya Rumley
Community
Development
Chris Morris
Engineer
LPDA
Consultant for Depot
St./Uptown Connection
Susan McCulloch
Consultant for
Wayfinding (Inkind)
Lizz Stanley, Cari
Zimmer, Consultants
for Gateways (Inkind)
Ray Gibbs, PCDC
Jessica Ashworth
NCI Intern, Harvest
Report Designer/Author
Nancy Cox, Senior
Program Officer,
Harvest Foundation

Grant Summary
The project will address needs identified by the consensus vision that
focuses on improvements to Uptown. The City needs to prepare
Uptown for the huge investment that will occur on the Baldwin Block.
The Harvest-funded Uptown Vision 2015 document identified
Uptown’s obstacles to recreation, stating that Uptown is not pedestrian
-friendly and there are undeveloped connections to recreation venues.
The grant will enhance pedestrian access and connections.
The grant request will be a component of making
these cited community needs from the Vision
document a reality. To quote the vision: “Our
vision is for a revitalized Uptown Martinsville that
is a catalyst for an economically reinvigorated
Martinsville-Henry County region, attracting
people to live, shop, work, play and learn.”
The Uptown Martinsville Vision
2015 document heavily emphasized
gathering spaces, outdoor spaces,
planned coordination of
beautification of Uptown, and even
making Uptown a neighborhood.
The proposed project will enhance
drivers that are revitalizing
Uptown, including:
 New College Institute
 TheatreWorks' Black Box
Theatre
 Uptown Spur, a trail head for
the Smith River Trail System
The implementation will involve community-driven planning,
research, design, environmental work, and partnerships with
organizations based on the planning for implementation.
Overall the City will be the key organization doing the work
involved, in coordination and partnership with Phoenix CDC.

Planning by Phoenix CDC
The City and Ray Gibbs of Phoenix CDC worked with the public,
stakeholders, Uptown Management Team and the Gateway-Wayfinding
Subcommittee for different components of the Harvest Foundation grant by
holding various charrettes, presentations, input meetings and surveys.
Components Included:
 A survey to determine the group’s top 5
priorities for gateway locations
(locations were recommended in the
LPDA master plan and from other
stakeholder feedback).
 Presentations to the Uptown
Management Team and Gateway-
Wayfinding Subcommittee about:
 Other community’s Gateways and
 Wayfinding systems
 Charrettes with the Gateway-Wayfinding
Subcommittee about wayfinding – what
organizations should go on the sign and
the design concepts
 Design concepts of the gateways, which
were too expensive to implement.
 North Lawn charrettes and input
meetings with the MHC Historical
Society board, stakeholders and the
public. The Board decided to build
another annex, so the plans to move
forward with a garden/public space on
the North Lawn were tabled.
Survey used to determine gateway locations.
Concept renderings and presentations about the
Comfort Station and the Uptown Connection design.

Uptown Management Team and Gateway-
Wayfinding Subcommittee Members
GATEWAY-WAYFINDING
SUBCOMMITTEE MEMBERS
Lisa Hughes, VDOT
Liz Secrest, Martinsville Uptown
Virginia King, Uptown Property Owner
Cari Zimmer, Activate MHC
Jennifer Doss, MHC EDC Office of Tourism
Denny Casey, VMNH
Nancy Spilman, PCDC
Laura Bowles, Martinsville Uptown
Debbie Hall, MHC Heritage Center & Museum
Sharon Shepherd, MHC Chamber of Commerce
Bernadette Moore, Piedmont Arts
Kara Carter-Hundley, SVAC
Dr. Leanna Blevins, NCI
Lizz Stanley, Gateway Streetscape Foundation
Leah Manning, WPPDC
Carolyn Seay, VMNH
Susan McCulloch, City of Martinsville
Chris Morris, City of Martinsville
UPTOWN MANAGEMENT TEAM
Roberto Sanchez, Rania's Restaurant
Lisa Hughes, VDOT
Aaron Burdick, WPPDC
Leah Manning, WPPDC
Kathy Rogers, PAA
David Stone, Solid Stone Fabrics
Dr. Leanna Blevins, NCI
Mark Heath, EDC
Tim Hall, Henry County Administration
Jim Farrell, Lester Group
Max Wingett, Retired, PHCC
Cari Zimmer, Activate MHC
Leon Towarnicki, City Manager
Robbin Hall, WPBDC
Dr. Mervyn King, Uptown Property owner
Virginia King, Historian
Debbie Hall, Historian
Jeff Mansour, Harvest Foundation
Nancy Spilman, SVAC/Garden Club/
Mark Price, Property Owner
Laura Bowles, MURA
Gerald Holman, FAHI
Dr. Denny Casey, VMNH
Ashby Pritchett, Clerk of Court, Property
Owner
Allyson Rothrock, Harvest Foundation
Rhonda Hodges, PHCC Dean of
Workforce Dev.
Joe Keiper, VMNH
Jim Tobin, Piedmont Community Services
Nancy Cox, Harvest Foundation
Jennifer Doss, EDC
Faye Holland, Uptown Business Owner
Kim Adkins
Kara Carter-Hundley, SVAC
Elizabeth Stanley, Gateway Streetscape
Foundation
Beverley Coleman, DHCD
Joanne Peerman, DHCD
Wayne Knox, City of Martinsville
Susan McCulloch, City of Martinsville
Chris Morris, City of Martinsville
James Richardson, Planning Commission
Ray Gibbs, PCDC
Ted Anderson, Building Official
Jim Barnett, Uptown Property Owner

Grant Report Uptown Revitalization: Phase 1
The goal of this project was to provide a more attractive and
functional destination trailhead. A community contest renamed the space the
Uptown Connection Park & Trail. Another goal was to provide a safer and
more inviting parking area for both visitors of the trail and those utilizing
other local attractions and businesses. By shifting Depot Street, providing a
comfort station along the edge of the trail, and creating a new parking area
which includes stairs and lighting, it is the hope that both the trail and the
City itself will see more visitors.
This new parking area provides safe parking for faculty and students
of the NCI King Building, participants and audience of TheatreWorks,
visitors of the Martinsville Historical Society’s Heritage Center and Museum,
located inside the historic Henry County Courthouse, those working or doing
business on Main Street and surrounding area, and the Hollingsworth School
of Dance employees and customers. Not only has this newly designed area
served in function, but in form as well, as it has been transformed from a
barren parking lot to an inviting gateway into Uptown Martinsville.
PCDC partnered with the City of Martinsville on this project. When
the scope became too large for Phoenix CDC, the City hired Land, Planning,
& Design Associates (LPDA) to complete the final designs and bid
documents. JC Joyce was procured to do the work, along with the City and
other partners with in-kind work.
Vision
Uptown Connection Park & Trail:
Trailhead Enhancements
6

Depot Street Trailhead and
Parking Lot— Before
Renovations:
Pavement cracked, lines faded in parking lot.
No sense of arrival.
Steep embankment leading into Uptown.
Steps inconvenient and dangerous for pedestrians.
Rusted fence and unfinished wall give
no connectivity or welcome.

Uptown Connection Renderings
Concept #1 by Ray Gibbs of PCDC
Custom seats for the picnic tables, City
Planner’s idea, designed by Twists &
Turns of Roanoke.
Bid documents of Uptown Connection Park & Trail by
LPDA.
Concept #2 by Ray Gibbs of PCDC

Step 1: Move Depot Street to Blend Parking areas, Create
a Greenspace, and Accommodate Future Roundabout
Relocated Depot Street with base stone in place
New curbing installed
Depot Street ribbon cutting by those
who completed the work
Completed connection of
Depot Street to Franklin Street
9Grant Report Uptown Revitalization: Phase 1

Piedmont Arts Association, the community’s art organization, became a part of the project in spring 2012. The
organization worked with the Tunnels to Towers Foundation to install a 38 ft. by 18 ft. American Flag mural on
the side of the TheatreWorks building, which has become a prominent addition to the space. The Tunnels to
Towers Foundation brought in renowned artist Scott LoBaido to create the mural in honor of Cpl. JB Kerns, a
local veteran who lost three limbs in an IED explosion during his third tour of duty in Afghanistan. The mural
was completed in just one day!
38 ft. by 18 ft. mural taking shape (8 AM)
Step 2: An Unexpected Partnership:
Painting a Mural on TheatreWorks Building
Artist Scott LoBaido begins work (10 AM)
Mural in honor of Cpl. JB Kerns
Completed mural by the end of the day.

Step 3: Completion of Parking Lot, Addition of
Retaining Wall, and Stairs

Step 4: Comfort Station—Purchased by VDOT funds that were
given to the City for the Trail, then given to the County for the
D&W Passage, then given back to the City. Façade was designed
and paid for by PCDC.
Comfort Station pad is completed
Comfort Station put into place
Location of Comfort Station by Uptown
Connection Park & Trail
Completed Comfort Station and Crosswalk

Step 5: Finishing Touches and
Completed Product

Contest to Rename the Space
To celebrate the new space, the City held a contest to rename the trailhead
in partnership with the Harvest Foundation, Martinsville Parks &
Recreation, Henry County Parks & Recreation, Dan River Basin
Association, Gateway Streetscape Foundation, the MHC EDC Office of
Tourism and Martinsville Uptown. Over 60 entries were received from all
over, including people who no longer reside in the Martinsville area.
There was a two-way tie for the grand prize basket donated by the
agencies sponsoring the contest. The name chosen was the Uptown
Connection Park & Trail.
Scott Coleman of Star News interviews the two
winners.
From Left: Nancy Coleman and
Jennifer Gregory, tied grand prize
winners of the contest, hold their prize
baskets.
The Uptown Connection Park & Trail logo,
designed by Jay Franck.
It was chosen via vote out of 3 choices by the
Management Team and other stakeholders.

Branding
Now that the name and logo were chosen, the space needed to be branded.
The City planner worked with Ridgeway Signs to make this happen. Also,
to cover up unsightly wires, landscaping stone covers were purchased.
Lastly, dog waste disposal stations were purchased to make the park
inviting to families with pets and to complement the canine water
fountain. They also encourage pet owners to clean up after their pets.

Funding Breakdown
The Uptown Connection Park and Trail started out with a Harvest Foundation
grant and some City in-kind help, but as the project grew, more partners came
onboard. By the completion of the project, 38% of funding had been provided
through in-kind generosity.
Funding Breakdown
Harvest Foundation (cash) $346,596
City of Martinsville Cash and In-kind $132,714
VDOT $48,484
Tunnels-to-Towers Foundation $7,500
Phoenix CDC $20,123
Cari Zimmer – Activate MHC $661
Gateway Streetscape Foundation $3,575
Project Total $559,653
In-kind Total $213,057

Major benefits and features of the new
trailhead:
 Increased interest in buildings surrounding the area
 Use of the new parking area by not only patrons of the trail, but also
by those attending events at TheatreWorks and New College Institute
 Starting and ending point for the Harvest Moon 10K Race
 Area already reported to have been used 10% more by those using the
trail because of new amenities and improved safety
 First of many new gateways to be added to main entrances into
Uptown
 Renovated brick-like Thermoplastic Street Print XD Crosswalk.
Long-range goal is to enhance every crosswalk within the Uptown
area with this material. The projects that followed this example were
3 gateways in the City. The Uptown CDBG crosswalks have been
modeled after this as well.
 Theme used for project is to carry throughout other upcoming
revitalization projects in the Uptown area, providing a unifying look
and feel.
 Custom Uptown picnic tables and benches
 New feeling of safety due to the improved lighting
 The first City-led infrastructure/greenspace of this type in Uptown
 An ADA and canine water fountain placed next to the new comfort
station, which was funded with grant funds, in-kind work, and 1/3
from Phoenix CDC.
 Pedestrians have an easier time climbing the new stairs

Gateways
In the hopes of creating more welcoming entry points into Uptown
Martinsville, new signs have been built and landscaping has been
enhanced at some of the City’s most highly trafficked access points.
Sites were chosen by the Uptown Management Team and
Gateway-Wayfinding Subcommittee via a survey done by PCDC.
These gateways give a sense of arrival and enthusiasm to visitors
entering the area.
Locations of Gateways:
 E Church Street/Oakdale in
partnership with Activate
MHC
 Market Street/Fayette Street
 Market Street/W Church
Street (2 Corners)
 E Church Street/Clay Street
 Franklin Street/Depot Street
(Uptown Connection Park &
Trail)
The Gateways evolved from elaborate, expensive spaces (PCDC) to
stacked-block welcome walls designed by a local contractor,
Martinsville Concrete. Local contractors built the sign walls and
provided materials.
Susan McCulloch obtained an easement for the gateway on the
corner of Church and Market Street from the property owner. NCI
agreed to the gateway on its side of Church/Market. Gateway
Streetscape Foundation maintains the Market Street/Fayette Street
and Market Street/Church Street gateways.

Gateway Planning
The gateway planning process evolved through
several design reviews. The pictures on the left are
images of the original plans developed by PCDC,
but unfortunately, construction pricing pushed the
cost over budget. Thus, a new “Welcome to
Uptown” wall was designed by Cari Zimmer. Liz
Secrest of MURA had the idea to use stone from
Martinsville Concrete. A local contractor installed
the walls.
LPDA designed the Uptown Connection gateway at
Frankin Street. Lizz Stanley of Gateway
Streetscape Foundation designed gateways at 3
locations: one on Fayette Street/Market Street, and
two at Church Street/Market Street. Cari Zimmer
designed the Clay Street and E Church Street
gateways. Thus, 6 gateways were built.
PCDC Gateways (above and two below)
Gateway design by Lizz Stanley.

Gateways around the City: E Church Street
and Oakdale Street
Intersection during
the project
Stacked-block wall gateway
during installation
Finished gateway

Gateways around the City: Intersections of
Market Street/Fayette Street and Market
Street/Church Streets
(Above) Gateways at the intersection of Church and Market Streets
(Below) Preparation and finished work of the brick pavers that were part of the
gateway at Market and Fayette Streets

Gateways around the City: Intersection of
Church and Clay Streets
Before
After

Wayfinding Signs
The grant also paid for a comprehensive wayfinding system. A series
of new signs have been designed and placed throughout the uptown
area, directing visitors and patrons to various sites of interest around
the community. These signs start at the Courthouse and work outward
through the city. Close to 60 signs have been installed.
Original design of signs by Ray Gibbs of PCDC:

Evolution of Wayfinding Signs
Planning for the project was completed by the City of Martinsville’s
Planner, Susan McCulloch. This included type of sign, placement of sign,
organization on sign, and arrow directions. The Uptown Management
Team and the Gateway and Wayfinding Subcommittee and stakeholders
gave input on the signs and approved their respective locations. The
design of the signs and the installation of the poles and signs was handled
by Color-Ad, a company located in Manassas, Virginia, specializing in
turnkey wayfinding programs.
Technical support was
provided by West Pied-
mont Planning District
Commission, Public
Works and Engineering,
and Gateway Streetscape
Foundation.

Completed Wayfinding Signs
Completed Wayfinding sign located across from the
intersection of Memorial Blvd. and Katheren Street,
heading south towards Fayette Street and W Church Street
Completed Wayfinding sign at the intersection
of Church Street and Memorial Boulevard
Wayfinding sign being installed at intersection of Market and
Ellsworth from Starling

Courthouse Improvements
The North Lawn of the Courthouse is an area of approximately
½ acre and is triangular in nature, especially to the north. The
site is bounded by the Courthouse to the south, as well as Jones
Street and Franklin Street that intersect at the northern apex.
There is an existing concrete block retaining wall located
approximately 10 feet off the rear of the Courthouse, separating
the Lawn area. The site does not include any trees or
vegetation, other than the spotty lawn. There are several gravel/
semi-paved parking areas at the northern edge.
The Courthouse has been transformed into the MHC Heritage
Center and Museum, and also contains a large meeting room
and several offices on the second floor. This multi-functioning building has also undergone major renovations to the South
Lawn, which is located at the front of the building.
Several public input sessions were held in order to gain insight into what citizens hope to see developed on the North Lawn.
These meetings used a survey ranking method, showing various park types, styles, and elements. Analysis of these surveys
has been used to create a design program that could used by both the designer and those who will review and recommend a
final design proposal.
The Design Plan includes:
 Terraced lawn area
 Loop walkway, linking to the Front (South) Lawn
 Paved area, large enough to hold a 20’ x 20’ reception tent.
 Built-in benches and seating
 Local art elements
The area could be used for a variety of events such as receptions, performances, outdoor classes, small festivals, art shows,
outdoor movies, and other community events. In connection to the nearby Uptown Connection Park & Trail, the area could
also serve as a resting place and access point for the trail.
However, the idea for North lawn development was tabled due to the MHC Historical Society’s plans to build an annex in
the future. Funds from the Harvest Foundation were moved to the CDBG portion of the Courthouse front from the North
Lawn planning. The City will grade and plant grass and fill in the driveway as in-kind work. The Uptown Rotary Clubs will
plant flowers and have painted the retaining wall.
 Sense of local history
 Some shade elements
 Clear connection to Depot Street Trail Head
 Landscaped edges
 Location for small portable stage (10 x 20)

Courthouse Improvements
CDBG/Harvest Courthouse front work
included demolition of the street and
parking, extension of the sidewalk,
addition of plantings, redoing the steps,
and an access-friendly drop-off area.
Work was done by GW Smith
Contractors and they used subcontrac-
tors Frith Construction and CD
Prillaman Landscape Design.

Conclusion
The Uptown Revitalization Phase 1 Project was the first urban infrastructure
project that the Harvest Foundation funded. The City is grateful to be given
a chance to raise the bar on the quality of public spaces and hardscape, to
work with stakeholders to make a good project great, and to use great area
companies to get the work done.
The Uptown Connection Park and Trail won two awards, the Virginia
Downtown Development Association Award of Merit— Commercial
Revitalization Plans & Streetscapes Category and a Virginia Municipal
League Achievement Award for the 10,001 – 35,000 population category.
The project achieved its goal of linking the Dick & Willie Passage to Uptown
by making its access point a safe, attractive and welcoming area, with a
greenspace as a bonus outcome.
The Wayfinding project showcased Uptown’s assets and connected points
within the City roads and even as far as the Smith River Sports Complex to
the arts, culture, and other attractions and destinations.
The Gateway project provided a uniform branding to give people a sense of
arrival as they reach each corridor.
The Courthouse Project finished one of the community anchors according to
the Garden Club of Virginia’s plans with their very talented landscape
architect. Harvest funds were able to be leveraged with CDBG and Garden
Club funds to complete the project.
Thank you for giving the
City the chance to make
these projects happen.

Uptown Revitalization Project Transforms Martinsville

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