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ROANOKE, Va. (May 8, 2024) – Calling all artists and visionaries! Melrose Plaza is looking
for artist submissions for a vibrant community mural that celebrates our diverse and
thriving hub.
Located at the heart of the Northwest Roanoke community, Melrose Plaza will be a
cornerstone offering affordable food, essential family health services, educational
advancement, career opportunities, financial services, and an array of other vital
resources.
The mural, which will wrap around two sides of the Melrose Plaza building on Melrose
Avenue and 24th Street, will have an estimated total mural space of 1,758 sq. ft., making it
a can’t-miss focal point for the neighborhood.

We want this mural to honor the history of Northwest Roanoke while celebrating a big
step forward in revitalization through Melrose Plaza,” says Zenith Barrett, Vice President of
Advancement, Goodwill Industries of the Valleys. “The selected mural will reflect the spirit
of unity, diversity, and empowerment that defines our community.”
Melrose Plaza and Goodwill Industries of the Valleys invites artists of all backgrounds and
styles to submit proposals for a mural that captures the essence of the new cultural
community center as a welcoming space where individuals and families can access
essential services and opportunities to thrive.
The pillars of services offered at Melrose Plaza will include Market on Melrose, the first fullservice grocery store to operate in Northwest Roanoke in decades; Bank of Botetourt, a
banking branch to bring financial wellness and empowerment; Wellness on Melrose, a
wellness center that will offer convenient access to healthcare services; and The Excel
Center®, an adult high school that allows students to earn a high school diploma. In
addition to these services, Melrose Plaza will be home to celebrations and exhibits that
explore the history and culture of the local area.
One of the inspirational symbols for the Melrose Plaza logo is the Sankofa bird, derived
from an African proverb that translates to “It is not wrong to go back for that which you
have forgotten.” This is the foundational principle of Melrose Plaza as it seeks to restore
greatness in Northwest Roanoke.
Submissions must be received by June 28, 2024, to be considered. The project will be
awarded in August. Artists will be able to start working on the mural no earlier than
September 3, with completion before October 31.
To submit a proposal for the community mural at Melrose Plaza, please
visit: https://roanokearts.org/melrose-plaza/
For specific questions about the application process,
contact Douglas.Jackson@roanokeva.gov or 540.853.5652.
For more information about Melrose Plaza, additional site details, or to arrange to visit,
please contact ddavis@goodwillvalleys.com or 540.915.8240.

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Commonwealth’s First Adult High School Approved by VDOE for The Excel Center 

Housed at Melrose Plaza, the school will be run by Goodwill Industries of the Valleys 

Roanoke, Va. (February 13, 2024) – In a monumental step forward for Virginia adults lacking a high school diploma, Goodwill Industries of the Valleys announced approval from the Virginia Department of Education to operate the first adult high school in the Commonwealth. The Excel Center® allows adults to finish high school courses in a supportive environment while simultaneously earning industry-recognized workforce credentials.  

More than 670,000 adults in Virginia do not have a high school diploma. Lack of a high school diploma is connected to decreased income, decreased life expectancy, and increased health concerns for the individual. At the community level, high dropout rates lead to less spending and tax revenue while increasing public costs for crime, health, and public assistance.  

The Excel Center will address barriers for adult students by providing wraparound services that include childcare, transportation services, and college and career navigation.  

“We know there are many Virginians who are missing only one or two classes to earn their high school diploma. A GED isn’t as logical for these students because of the time and monetary investment required. The Excel Center creates another option for students. At the Excel Center, students will take advantage of accelerated coursework and smaller classes to expedite their learning,” said Zenith Barrett, Vice President of Business and Community Engagement. 

Courses are offered at an accelerated pace and at times that accommodate working students. Based in Roanoke, Virginia, Goodwill Industries of the Valleys is the first Goodwill in the Commonwealth to offer an adult high school. Designed as a cornerstone of Melrose Plaza, the Excel Center is part of Goodwill’s greater initiative to address poverty, healthcare concerns and food accessibility in Roanoke.  

“Addressing economic disparities, community health, and quality of life concerns must first begin with education,” said Goodwill Valleys CEO Richmond Vincent, Jr. “The Excel Center aims to address this concern for residents in the Roanoke Valley.” 

“If we want to help create a brighter future for our students, we have to do more than help them achieve their diploma,” said Barrett. “We have to support them as they envision new opportunities and a new career path.” 

“Goodwill has a long-standing history of helping people connect to jobs and career paths in the community,” said Vincent. “The Excel Center builds on our successful career assistance programs by helping job seekers get the credentials that they need in order to be in high demand.”  

Planning for the Excel Center started in 2023, with legislative action to allow adult high schools in Virginia.  

“State law had to change in order to allow for an adult high school to exist,” said Barrett. “It was a simple amendment to state code that opened doors for more than 600,000 adults in Virginia without a high school diploma. We hope that our model can be emulated throughout the state to benefit every community.”  

The Excel Center is an evidence-based, proven educational model that has been used by Goodwill centers across the country since 2010, helping adults earn their high school diplomas and workforce credentials.  

“This will be the first Excel Center in Virginia, and we are looking forward to expanding the model in other areas where high dropout rates are having an impact on the local economy,” said Barrett.  

“The Excel Center is one vital step forward in ensuring a brighter future for Virginians,” said Vincent.  

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Press Kit with Interview Clips and Logos 

About The Excel Center® 

The Excel Center® is a free adult high school that aims to create opportunities for adults who did not graduate from high school. The program allows students to complete high school coursework while earning workforce credentials and ensures student success by addressing barriers for adult students and providing wraparound services such as childcare, transportation services, and college and career navigation. The Excel Center is an evidence-based, proven educational model that has been used by Goodwill centers across the United States since 2010.  

About Melrose Plaza  
Melrose Plaza is a first-of-its-kind resource center and cultural hub located in Northwest Roanoke, a community previously decimated by urban renewal. Melrose Plaza aims to rejuvenate the community by addressing health disparities, educational opportunities, financial empowerment, and access to affordable healthy foods. The four anchor initiatives of Melrose Plaza will provide jobs and resources to uplift the entire community.  

About Goodwill Industries of the Valleys  

Goodwill Industries of the Valleys serves 35 counties and 14 cities throughout Central, Southwest, and Southside Virginia. Our vision to eliminate poverty is fueled by our mission of empowering individuals, strengthening families, and inspiring communities. Your donations and shopping allow Goodwill to provide skills training, job placement, and support services to help people achieve their fullest potential. Visit goodwillvalleys.com for more information. 

Media Contact: Chelsea Moran, cmoran@goodwillvalleys.com, 540.580.9735 

Nation’s first Goodwill-owned supermarket to open in NW Roanoke

Melrose Plaza Groundbreaking – November 14, 2023

• Press Release
• Order of Speakers
• Fact Sheet
• Logo Position Statement
• Logos
• Headshots
  • Zenith Barrett
    Vice President of Business & Community Engagement, Goodwill
  • Matt Churchill
    Board Chair, Goodwill
  • Mayor Sherman Lea
    City of Roanoke
  • Rev. Dr. William Lee ( Image 1, Image 2 )
    Community Advocate
  • Richmond Vincent
    President & CEO, Goodwill
  • Napoleon Bailey
    Director of Operations, Goodwill

Ground Breaking Photos

Posted September 28, 2023
Roanoke, Virginia – Goodwill Industries of the Valleys welcomes another new partnership for Melrose Plaza. The pre-construction and construction management partner was selected through a public Request for Proposals, and Goodwill selected Kjellstrom + Lee, a leader in construction management, for the development of Melrose Plaza, a transformative project aimed at revitalizing the Northwest part of our community.

The Melrose Plaza initiative will contribute to the strength and resilience of Northwest Roanoke and is being driven by the needs of the community. Melrose Plaza will feature a full-service grocery store, retail banking center, adult high school with free childcare, and a holistic community wellness center. The new Melrose Plaza will be located at the existing Goodwill Roanoke Jobs Campus at 2502 Melrose Avenue. Melrose Plaza is set to become a vibrant community hub that will serve as a testament to Goodwill’s commitment to community empowerment and economic revitalization.

Kjellstrom + Lee, with their impeccable track record and expertise in construction management, will play a pivotal role in ensuring the successful completion of Melrose Plaza. This collaboration reflects Goodwill’s dedication to bringing forth a project that will not only enhance the local landscape but also provide valuable opportunities for the community. Kjellstrom + Lee furthers their commitment to the Roanoke community by partnering with local subcontractors for construction. They are hosting a Supplier Vendor Fair on Thursday, October 12^th from 3 pm – 6 pm at Goodwill.

Kjellstrom + Lee is enthusiastic about the partnership and the opportunity to contribute to the success of Melrose Plaza. “We are honored to work with Goodwill on this transformative project,” states Dana Vallimont, Senior Project Manager for Kjellstrom + Lee. “Melrose Plaza represents an exciting vision for the community, and we are committed to delivering excellence in construction management to bring this vision to life.”

“Our collaboration with Kjellstrom + Lee marks a significant milestone in the realization of Melrose Plaza,” states Zenith Barrett, Vice President of Business & Community Engagement for Goodwill Industries of the Valleys. “We believe their expertise and commitment to quality align perfectly with Goodwill’s mission to create positive change in our community. Together, we will transform Melrose Plaza into a dynamic space that fosters growth, inclusivity, and prosperity.”

This announcement comes after Goodwill recently received approval from the Roanoke City Council to rezone the current Goodwill Roanoke Jobs Campus on Melrose Avenue to a Mixed Use Planned Unit Development District. The rezoning allows the renovation for Melrose Plaza to begin. The first phase of the project will be The Market on Melrose, the full-service grocery store. The grocery store will serve the Northwest Roanoke community providing access to affordable, fresh, and nutritious foods.

Construction will begin in the coming months to transform the Goodwill offices into Melrose Plaza. There will be a groundbreaking ceremony for Melrose Plaza later this year.

For more information on the project, visit www.goodwillvalleys.com/restore or email CommunityEngagement@goodwillvalleys.com.

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About Goodwill Industries of the Valleys

Goodwill Industries® of the Valleys serves 35 counties and 14 cities throughout Central, Southwest, and Southside Virginia. Our vision to eliminate poverty is fueled by our mission of empowering individuals, strengthening families, and inspiring communities. Your donations and shopping allow Goodwill® to provide skills training, job placement, and support services to help people achieve their fullest potential. Visit goodwillvalleys.com for more information.

About Kjellstrom + Lee

Founded in 1961 with a handshake on a Richmond street corner, Kjellstrom + Lee has earned a reputation as a reliable construction partner across the Commonwealth. We live up to that reputation on our projects each day whether the project is large or small, a renovation or new construction. At Kjellstrom + Lee, we take pride in the quality of our teams—teams chosen carefully for the skills and leadership that each member brings.  We share a common enthusiasm for the work that we do and a commitment to doing it right from preconstruction throughout construction.  For examples of our work, visit www.kjellstromandlee.com.

https://www.wdbj7.com/2023/09/28/everything-you-need-know-about-new-goodwill-grocery-store

https://roanoke.com/news/local/business/melrose-plaza-grocery-arpa-goodwill/article_0eed1980-50b1-11ee-9470-470d39e78cac.html

Posted April 24, 2023

Roanoke, Virginia – Goodwill Industries of the Valleys welcomes another new partnership for Melrose Plaza. The architect and engineering partner was selected through a public Request for Proposals. Goodwill is partnering with Enteros Design for the professional design and construction services of Melrose Plaza.

The Melrose Plaza initiative will contribute to the strength and resilience of Northwest Roanoke and is being driven by the needs of the community. Melrose Plaza will feature a full-service grocery store, retail banking center, adult high school with free childcare, and a holistic community wellness center. The new Melrose Plaza will be located at the existing Goodwill Roanoke Jobs Campus.

Enteros Design will transform the current Goodwill mission and administrative offices into the new community center, Melrose Plaza. Enteros was chosen for their expertise, creativity, and experience designing and building similar facilities. Enteros Design is also collaborating with both Roanoke-based Civil Engineers at Mattern & Craig and Mechanical Electrical & Plumbing Engineers at Ascent Engineering Group on Melrose Plaza.

“We are excited to work on the new Melrose Plaza with Goodwill and the people that make up the fabric of the Melrose Neighborhood,” states Gil Entzminger, Founder of Enteros Design. “As the architect for the Melrose Library on the Western end of the Plaza, we have a vested interest in the revitalization of the Melrose community. We look forward to being an integral part of realizing the potential of the rest of the building and making this exciting vision a reality for the community.”

“Goodwill is excited to partner with Enteros Design to bring Melrose Plaza to life,” states Zenith Barrett, Vice President of Business & Community Engagement for Goodwill Industries of the Valleys. “Their expertise and commitment to excellence will ensure that Melrose Plaza meets the needs of our community and enhances the quality of life for local residents. We will also work with local artists and businesses who will assist with incorporating elements of the Northwest history into the Plaza.”

The concept and design process for the Melrose Plaza site continues to develop with the space and needs for each of the service elements. The project, including the grocery store, banking services, adult high school, and wellness center, is expected to open by the end of 2024. For more information on the project, visit www.goodwillvalleys.com/restore or email CommunityEngagement@goodwillvalleys.com.

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About Goodwill Industries of the Valleys

Goodwill Industries® of the Valleys serves 35 counties and 14 cities throughout Central, Southwest, and Southside Virginia. Our vision to eliminate poverty is fueled by our mission of empowering individuals, strengthening families, and inspiring communities. Your donations and shopping allow Goodwill® to provide skills training, job placement, and support services to help people achieve their fullest potential.

Visit goodwillvalleys.com for more information.

About Enteros Design

Founded in 2003, Enteros Design, PC is a full-service architecture, planning, and interior design firm located in Richmond, Virginia. Enteros Design has been dedicated to providing high quality professional service to a wide array of clients over the past 20 years. The firm has developed a reputation for providing superior design services on projects including community and cultural facilities, municipal and institutional buildings, and adaptive reuse projects. Some of the firm’s high-profile projects include the new Melrose Branch Library, the renovations of the Williamson Road and Belmont Branch Libraries in Roanoke, the renovation of three YMCA branches for the YMCA of Greater Richmond, and the Petersburg Public Library and Conference Center.