Goodwill Announces Construction Management Partner for Melrose Plaza

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 12th 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 or email

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 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