A vision for the one-mile stretch of Laurens Road between 1-85 and Haywood Road is taking shape as a new urban node and destination, consistent with the vision of the GVL 2040 Comprehensive Plan.
This vibrant framework for Verdae-owned land is conceptual in nature following a series of meetings with a 22-member Working Group, comprised of area stakeholders and business owners, residents, experts on regional issues of housing, open space, transportation, and mixed-use development, city and county staff, and elected representatives. Each Working Group meeting was facilitated by Planning Team members from Beyer Blinder Belle (architecture and planning), HR&A Advisors (economics), and Kimley-Horn (traffic and transportation). The group’s work helped form planning principles that could reshape the area and its importance to Greenville’s ongoing livability, economic development, and environmental sustainability.
The redevelopment of this key corridor is a significant opportunity to advance the City’s planning goals in the areas of housing, open space, transit, and economic development, and to create an innovative, sustainable, and equitable mixed-use neighborhood. The Swamp Rabbit Trail Green Line extension is under construction and will soon connect the area to Downtown and surrounding neighborhoods, and together with the “Realizing Laurens Road” study, currently underway by the City and County, presents significant opportunities to reimagine the use and character of Verdae-owned properties.
The group’s meeting held on January 27th provided an opportunity for in-depth discussions of key planning themes, identify areas of consensus, and explore opportunities for redevelopment within four proposed planning “precincts,” including Verdae Commons, located at the intersection of Laurens Road and Verdae Commons Drive, the current Marketplace and Welcome Center shopping complexes, and a new trailside precinct at the bottom of Verdae Commons Drive.
The group reaffirmed the Laurens Road Planning Principles, which will serve as a guide for future planning decisions:
- Create a new kind of urban node in Greenville that is a mixed-use destination, anchored by community programs.
- Design for high-quality placemaking that is authentically Greenville and provides a uniquely vibrant experience along the future Swamp Rabbit Trail extension.
- Promote regional economic development and a small business ecosystem for both new and existing businesses.
- Facilitate sustainable and equitable urban growth that is higher density, mixed income, transit supported, and ecologically restorative, aligned with GVL 2040.
- Increase connectivity within Verdae, to the surrounding neighborhoods, and to Downtown.
Building on its previous meeting, the group advanced discussion around key planning themes as well as specific opportunities for physical planning.
- Transportation & Mobility: A new pedestrian-oriented street could be created parallel to Laurens Road within Verdae, interconnecting new mixed-use neighborhoods with a pedestrian and bike-friendly complement to Laurens Road. Local and regional traffic circulation will be studied, encompassing surrounding neighborhoods both for potential impacts, and opportunities to better connect residents to Verdae. Verdae’s development could be coordinated with the future design of Laurens Road itself, considering the needs of existing businesses, potential future transit, and beautification. Anticipating future transit, a site for a potential mobility hub could connect shuttles, bikes, and future high-capacity transit.
- Open Space and the Environment: A network of new green open spaces, and ecological restoration of natural areas, can balance and integrate new development within a green setting. A noted potential strategy included the reimagining of stormwater retention as a park-like regional network of green infrastructure that could be a visual and recreational amenity. The Swamp Rabbit Trail could provide access to branch paths allowing views of natural features, and bike and pedestrian paths, as well as new open spaces such as gardens or recreational areas, can enhance the trail experience. A planned SRT Connector could further link the area to Legacy Park and Legacy Square.
- Mixed-Income Housing: Meeting the City’s goals for housing that creates an affordable and equitable Greenville means establishing sufficient density to support a mix of housing options for different income levels. Affordable housing should be well integrated throughout the development rather than in separate buildings or areas. Mixed-use, mixed-income development at Laurens Road is also consistent with the City’s GVL2040 goals for this area as a future urban node.
- Economic and Community Development: The Verdae portion of Laurens Road has the potential to be a destination for all residents of Greenville. An “activity node” can anchor the development with a mix of retail and community-oriented uses, connected to the Swamp Rabbit Trail. Retail and office uses should be carefully planned given post-pandemic changes in these market sectors and other major projects in Greenville such as County Square. Given this, Laurens Road has strong potential for targeted retail and office uses making it a vibrant space. Retail could include local businesses as well as larger anchors. Closer to the SRT, a more unique approach to trail-side shops and community space is necessary to create a favorite destination on the trail. Further community engagement can identify uses and programs that would appeal to a broad range of residents and visitors.
- Urban Design and Character: The design of new development is critical to integrating mixed-use buildings into the setting, with appropriate step-backs and height transitions to Laurens Road and surrounding areas. Urban design guidelines have successfully defined public spaces in Greenville such as Main Street and can be a potential methodology for planning. The plan should utilize transit-oriented design, in anticipation of future transit, and pedestrian-oriented streetscapes that slow and calm traffic. Additionally, parking structures should be shielded from view. An iconic public space could create a new connection to the Swamp Rabbit Trail.
- Implementation: The development of the Verdae section of Laurens Road could be one of the earliest realizations of the GVL2040 plan and could also become a model for other future nodes around the city. An integrated process in close coordination with the City and County, local stakeholders, and the public will be essential to successful implementation. Given the scale of the area, redevelopment will be implemented in phases, on an estimated 15–20-year horizon. Initial phases should have significant impact and benefit for the community, while also balancing the requirement for infrastructure investment to make development possible and support it with services, transportation, parking, and green space. With new infrastructure, open space, mixed-use development and community destinations, Laurens Road could be transformed into a vibrant, community-oriented, walkable urban node, well connected with its surrounding neighborhoods and the entire city.
The Laurens Road Working Group shared insightful and thoughtful feedback during this early planning phase and will continue to remain engaged as planning and implementation advances. More updates will be provided as work on the Laurens Road corridor continues.
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