Needed Conveniences Coming to Downtown Roanoke Residents

A group led by Spectrum Design plans to renovate the 16 W Church Ave building for healthy living amenities.
A group led by Spectrum Design plans to renovate the 16 W Church Ave building for healthy living amenities.

A local group of building professionals has purchased the building at 16 W. Church Ave., Roanoke, Va., home of the original S&W Cafeteria. The Group, 16 W. Church LLC, led by Spectrum Design President John Garland, plans to renovate the 37,000 square-foot facility to provide healthy living amenities for downtown residents, including an upscale convenience store/grocer and pharmacy, for which they are currently soliciting interest for an owner/operator. The building will be named The StayWell Marketplace, to reflect its healthy emphasis.

“Roanoke has experienced a boom in downtown living, but the amenities that suburban living offers have been slower to follow,” says Garland.  “This building is in a perfect location to provide healthy living goods and services. In restoring it, we are excited to not only reinvigorate a city landmark, but also offer downtown residents something that will make their experience more enjoyable.”

Initial renderings include a convenience store/grocer and pharmacy, light food service, market stalls and a potential renovation of the current Downtown Sports Club into an upscale exercise boutique. The group also hopes to attract other healthy living tenants such as a dentistry practice, massage therapy, and personal training. A chiropractor’s office which currently occupies space in the building will remain.

The building will be restored to its original 1951 architecture, most of which is intact according to Garland. There are, however, a few important elements that need verification and the public is being asked to help identify those lost historic features.

Garland is looking for the best photography which details the building’s front elevation, including the original row of lighting under the front canopy and the original S&W signage, as well as photographs that illustrate the interior entrance, including the finishes and lighting. Photos will be posted to an online gallery on Spectrum Design’s Facebook page and a Downtown Amenity package valued at $500 will go to the provider of the image that best reflects the building’s former life. The package will include gift cards and discounts to city restaurants and shops including The Little Dipper, Chocolate Paper, Nuts & Sweet Things, Native Grace, Alejandro’s Mexican Grill, and others.

When the city first established the downtown historic district, the S&W Building was not quite 50 years old and was not listed as qualifying for historic tax credits, something that can shave tens of thousands of dollars off the restoration process. The Group, 16 W. Church LLC, now has the opportunity to take advantage of that process which should make a big difference in its ability to successfully develop the property. The building has historically been one of Roanoke’s most revered locations. In the 1950’s and 60’s the S&W Cafeteria was where many Roanoke families ate while shopping downtown. “If we can find documentation of these few features that have faded over the years, we can ensure the renovation is completed properly,” Garland said.

Photographs can be submitted to John Garland by email to [email protected] or by mail to 10 Church Ave SE, Plaza Suite 1, Roanoke Virginia, 24011. A winner will be notified on Monday, October 5.

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