New branding marks the start of renovations at Roanoke Market Building.

Elliott Broyles, the building's executive director, said the new branding unveiled Thursday morning is just the beginning of changes coming to the downtown combination food hall, retail center and event space.

“In the coming months, we envision this facility evolving from a historic building to an energetic gateway to the greater Roanoke experience,” Broyles said. . “We want you to come here often. Connect with each other, learn new things, be entertained in exciting new ways, and share in the greatness of our community.”

After a long period of business downturn due to the coronavirus economy, the market building is now back full with nine food vendors and one retailer, he said.

“A lot of what we’re accomplishing now was underway in 2019,” Broyles said. “And you'll find out the rest of the story there.”

He said market building occupancy and visitor numbers decreased dramatically in 2020. Vendors focused on the outdoor environment of market buildings, which further discouraged indoor visits.

“The road to recovery has been difficult,” Broyles said. “The community has asked us to create a more welcoming environment, use this space to showcase the best the region has to offer and put the diversity of the community at the forefront of our plans. .”

He said the survey conducted in 2022, the 100th anniversary of the market's construction, helped inform the plans that are now starting to be implemented.

“I heard you,” Broyles said. “We are upgrading our facilities, creating more connections between our brand and what defines our community, and embracing our ambassador role in exciting new ways.”

In addition to the new logo and website, the main entrance on Campbell Avenue has also been painted, he said. A revamped promotional strategy is also part of the rebrand.

“The visual upgrades are just the first step in implementing a larger promotional strategy that will solidify the Market Building's critical role as a central part of downtown Roanoke,” Broyles said. “This building is a community treasure and has been used for generations.”

Charter Hall, an event space on the third floor, is also undergoing logo and marketing upgrades, he said. The second phase of the new plans for the Market Building includes hiring an architect to help him refresh the ground floor and mezzanine spaces.

He said the community should help build markets and bring gatherings around arts, entertainment, education and other events.

“We sit in the heart of a market square filled with vendors, visitors, entertainment and activities,” Broyles said. “We want to be a space that continues to generate creativity, innovation and opportunity.”

Market Building Committee Chair Lois James said visitor numbers were up more than 70 per cent on last year.

“There's still a lot of work to do,” James said. “Our potential is really great.”

The market building is owned and managed by the nonprofit Market Construction Foundation, with funding from the city. Roanoke is contributing $300,000 a year to building the market, officials said.

At Thursday's event, Mayor Sherman Lee said the city's investments are paying off.

“I was here once when they were thinking of closing this place,” Lee said. “It's a great day to be here today and see this.”