A 1.5 mile, 200-acre stretch of Laurens Road could be a model for innovative, sustainable development with a quilt work of walkable denser residential areas, mixed-used offices, retail, and parks.
To begin the start of creating this vision, Verdae Development Inc. and Hollingsworth Funds hosted a workshop with a Laurens Road Working Group, comprising 22 stakeholders who are adjacent land and business owners, area residents, city advocates, Greenville city and county staff, and elected officials.
The section of Greenville’s Verdae development fronting on Laurens Road, is a significant opportunity to advance the City’s goals in the areas of housing, open space, transit, and economic development. The future extension of the Green Line of the Swamp Rabbit Trail network parallel to Laurens Road, and the “Realizing Laurens Road” study, currently underway by the City and County, present game-changing opportunities to re-envision the character of Verdae’s Laurens Road properties. With its size and central location, Verdae is well positioned to be a leading model for innovative, sustainable development.
Gage Weekes, President and CEO of Hollingsworth Funds, said the new Verdae Master Plan process is an opportunity to refresh the original plans for the 1,100-acre Verdae Development. As part of this process, a separate Working Group of residents, business owners, and Greenville city staff, and elected officials is meeting to workshop the Legacy Square area of Verdae.
At this first workshop, the consultant planning team – Beyer Blinder Belle Architects & Planners (BBB), HR&A Advisors, and Kimley-Horn provided an overview of their planning framework and vision for Verdae as well as their Laurens Road-specific physical site and market economic analysis. The group then workshopped and discussed Planning Principles for Laurens Road and five key Planning Themes: Transportation & Mobility; Open Space & Environment; Mixed-Income Housing; Economic & Community Development; and Urban Design & Character.
The Draft Planning Principles discussed for the Laurens Road corridor of Verdae are:
1. Create a new kind of urban node in Greenville that is a mixed-use destination, anchored by community programs.
2. Design for high-quality placemaking that is authentically Greenville and provides a uniquely vibrant experience along the Green Line of the future Swamp Rabbit Trail network.
3. Promote regional economic development and a small business ecosystem for new and existing businesses.
4. Facilitate sustainable and equitable urban growth that is higher density, mixed income, transit supported, and ecologically restorative aligned with GVL 2040.
5. Increase connectivity within Verdae, to the surrounding neighborhoods, and to Downtown.
Neil Kittredge, a partner with BBB, described how the vision for the Laurens Road corridor of Verdae is “to create a new kind of urban node in Greenville, connected to Downtown, where all residents and visitors feel welcome and is a destination for greater Greenville.”
The Working Group held a robust and interactive discussion around the issues raised and their implications and opportunities for Verdae and for the future of Greenville. Discussion touched on topics related to maintaining and improving traffic flow along Laurens Road; creating connections with surrounding neighborhoods; the importance of understanding the needs of existing businesses on Laurens Road; developing a network of landscaped public open spaces with integrated and beautified stormwater management, known as “green infrastructure,” that enhances local ecology and provides recreational spaces; the potential for community spaces such as youth sports facilities to attract residents from around Greenville; the need for appropriate density to support affordability and a range of housing choices for future residents; and a mix of residential, retail, office, and community uses in a future redevelopment.
Laurens Road Working Group Members:
Wil Brasington
City of Greenville
City Council Representative, District 4
Dorothy Dowe
City of Greenville
City Council Representative, At-large
Liz Seman
Greenville County
County Council Representative, District 24
Shannon Lavrin
City of Greenville
Assistant City Manager/Planning
John Castile
Greenville County
Redevelopment Authority (GCRA)
Ty Houck
Greenville County
Parks & Recreation
Keith Brockington
Greenville County
Transportation Improvement (GPATS)
Jake Odum
Laurens Road Area Business Owner
Big O Dodge
William Bradshaw
Laurens Road Area Business Owner
Bradshaw Automotive Group
Art Seaver
Laurens Road Area Business Owner
Southern First Bank
Allison Rogers
Laurens Road Area School
Camperdown Academy
Kay Betsch
Laurens Road Area Business Owner
The Sock Basket
Shelby Dodson
Commercial Real Estate/Leasing
CBRE
Russ Davis
Mixed-Use Developer
Homes Urban Development
Hayes Holliday
Laurens Road Area Resident
Gower Community
Lisa Hallo
Upstate Forever
Carlos Phillips
Greenville Chamber of Commerce
Barry Nocks
Laurens Road Area Resident
Hollingsworth Park Community
Bryan Brown
Greenville Housing Fund
Alan Mitchell
Laurens Road Area Resident
Nicholtown Community
Tom Fox
Commercial Real Estate Developer
Fox Commercial
Tom Baer
Laurens Road Area Business Owner
Triangle Construction