The “midway” meeting in the Centerville small area plan
study, postponed from June during to a Covid infection, was held on July 14 a t
Grace Chinese Baptist Church.
Earlier this year, the county retained Hill Studio (https://www.hillstudio.com/) of Roanoke
to take a fresh look at land use in both Courthouse and Centerville Villages. These
areas are designated growth concentration areas in the 2035 County
Comprehensive Land Use Plan (https://www.goochlandva.us/250/2035-Comprehensive-Plan).
Initial meetings were held in March, at which time Hill
Studio gave a brief overview of the nine-month process and gathered feedback.
Additional discussions were conducted with focus groups comprised of
stakeholders in both villages and interested citizens.
Over the years several “Centerville Plans” have been
crafted, touted, and left to gather dust.
The July 14 meeting drew a good crowd considering it was
held in high summer. Attendees included land owners, developers, the usual
suspects, and some new faces. Overheard comments suggest that newcomers did not
understand that the presentation was conceptual to spark discussion.
For the record, all land in the Centerville Village is
privately owned and will be developed by its owners in what they believe is its
highest and best when they see fit. Land
use changes are typically a struggle to fit the square peg of a developer’s proposal
into the round hole of the comp plan.
The Centerville Village is huge. David Hill, principal of
Hill Studios, overlaid an outline of it on a map of the City of Richmond. The
study concentrated on the core between Ashland and Manakin Roads, on both sides
of Broad Street Road. Hill suggested
that property owned by the county on the southeastern border be added to the
village for public use like a park or school.
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Centerville superimposed on Richmond |
Land in Centerville is expensive, due to its location and availability
of public utilities that add 32 cents per $100 of valuation ad valorem tax to
the base real estate tax. Hill observed that the Centreville core is about the
same size as the Powhatan Village and suggested similar building types could
work in Centerville.
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Broken line indicates Village core |
However, a detached single-family cottage in Scottville, a 55+
community there, was valued at approximately $326K. Comparable housing in
Reader’s Branch has valuations about twice that. Therefore, accessible housing—costing
no more than 30 percent of income—is not likely to be built in Centerville.
East of Rt. 288, Centerville is attitudinally Short Pump. Yes, Chick Fil A is still coming near the Audi
dealership.
Hill said that the Centerville name is rooted in history,
even though many people refer to the area as Manakin because the village core has
a Manakin-Sabot zip code. Some parts of the village have Richmond addresses, some
a Rockville zip code. A member of the consultant team suggested that signage
emphasizing the Centerville identity could change this. Adopting a slogan like
“Centerville Village, a breath of fresh air” could capitalize on the transition
from Short Pump to a slower pace. Sings, banners, logos and other branding
mechanisms were shown. (A Google search for Centerville, VA returns information
about Centreville in NOVA).
The July 14 presentation included a wealth of demographic
information, including that the county population grew by more than 13.9
percent since the 2010 federal census. The 2022 population is pegged around
25,000, which is still not a lot of people for a land mass slightly larger than
that of Henrico, whose population is north of 300K. The population of the Centerville Village is approximately
2,047, which includes new homes in Reader’s Branch. Short Pump’s 2020 population
was 27,385.
Results from a survey conducted earlier in the year indicate
that respondents would like to see medical care, salons and personal care, dry
cleaners, a gym, banks, and conference facilities in Centerville. Public uses they
want there include gathering spaces for farmers markets, plazas; hiking, biking
and equestrian trails; live music; ball fields and sports programming; public
art, and educational experiences.
Top rated aspects of the built village are electricity infrastructure,
quality of residential development and public water and sewer infrastructure. Best
rated economic aspects were quality of businesses and services; dining/shopping
options; and attractiveness to visitors. (Yes. That’s what it said, go to the presentation
video and see for yourself.)
This all sounds great, but there are trade offs for public
spaces. If a developer is required to include a certain amount of open space in
a project, higher density is needed to make it economically feasible. If the
numbers don’t work, a project will not happen.
The presentation reported that approximately 192,350 people
live within a15 minute drive time from Centerville, mostly to the east. The
trick, of course, is how to get these potential customers to travel west when
there is so much commercial development just over the Henrico line.
Hill suggested using the Tuckahoe Creek flood plain that
travels northwest passive recreational as a greenway to connect parts of the
village for biking and hiking. He also contended that more landscaping on the
250 setbacks would enhance the village feel for through traffic. Parallel streets would handle local traffic with
access parking for businesses that front on 250.
This is the latest iteration of a street grid that has been proposed
before, but never seems to come to fruition. New construction would be two or
three stories with office and commercial uses on the ground floor and residential
above. The sketches are attractive, but given the glut of nice, new, but empty storefronts
and offices a few miles east, what would compel entrepreneurs to invest money
in Centerville?
The discussion of branding recommended “gateways” within the
village. Welcoming visitors with signage could make people aware that they are in
Centerville, not Manakin. “Centerville a breath of fresh air” was floated as a
slogan to differentiate Centerville from Short Pump. Centerville has an identity
problem this could help.
Interactive feedback where attendees voted by Smartphone to
indicate which of several suggestions they prefer for development and what they
would like to see added to Centerville generally returned a preference for rural,
and resistance to economic development.
Presented with images of dense development in the core, respondents
favored small, local business, not commercial, whatever that means. Desired
services and businesses included medical office and pharmacy; banks (there are
already three there); boutiques; coffee shop; bookstores; salons and personal
care; night life and live music. While these sound charming, will any generate
enough revenue to pay rent on new construction or generate a profitable customer
base? Existing businesses there struggle to stay afloat in older quarters with
lower rents.
GOMM attended the July 14 meeting, has watched its video
twice, reviewed the slides several times, and is unable to distill the event
for readers.
Go to https://www.goochlandva.us/DocumentCenter/View/8871/Goochland-Centerville-Village-Plan-Midway-Slides?bidId=
to view the “slides” from the presentation and draw your own conclusions.
Centerville has enormous potential for development, but how
and when remain a mystery. The trick is to encourage appropriate growth (good
luck codifying that into zoning ordinances) in Centerville without punishing
the landowners and businesses there who have paid taxes and otherwise supported
the county for many years.
Many of the newcomers who live in the village or on its
fringes flee east to shop and live their lives. Will these people use the recreational
areas and public spaces, or complain about noise and traffic?
The consultants are expected to make final recommendations in
the fall, which could be incorporated into the comp plan.