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SFDC Vibrant Streets Summit
Wednesday, Sept. 25, 20138:00 - 10:00 amHampton Inn & Suites5821 Richmond HighwayAlexandria, VA 22303 |
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| Did You Know? | |
In 1977, a western omelet with a side of buttered toast and grits at the Dixie Pig Restaurant cost $1.20.
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Greetings!
Welcome to SFDC's monthly newsletter. Summer months are often slow, but not for Richmond Highway! New developments from transportation studies to building renovations to Costco opening August 8 and an antique mall opening August 10, the Richmond Highway corridor is buzzing with activity. Enjoy our new newsletter layout containing the latest information on what's happening along Richmond Highway.
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SFDC Vibrant Streets Summit
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 | | photo credit: ci.richmond.ca.us |
A thriving retail street is a community's core. It is mixed-use, safe, fun, walkable and unified. It is a destination for shoppers, families, friends and date nights. How does a street like this come to life, and how does it stay that way?
Come learn about the future of vibrant streets and discuss exciting possibilities for the Richmond Highway Area. Speakers will include Steve Bannister of Capital Investment Advisors and Heather Arnold of streetsense. Coffee and pastries will be served. Suggested donation $10 at the door.
Wednesday, September 25, 2013
8AM - 10AM
Hampton Inn & Suites
5821 Richmond Highway
Alexandria, VA 22303
Please click here to email us so we can save you a seat.
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Krispy Kreme Hits The Sweet Spot
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Balancing fresh renovations with an old-fashioned feel
 | | photo credit: L. Doane |
While traffic may be a major annoyance for many commuters, it is also the reason Krispy Kreme loves its location at 6332 Richmond Highway. The old-fashioned, over-sized 1950's sign lures in passersby who link the nostalgic logo with a delicious product. In about 30 seconds, travelers who weren't necessarily "planning" on a doughnut break find themselves in the newly renovated shop sipping a mocha iced coffee and savoring a freshly baked (and perhaps slightly guilt-inducing) glazed treat.
For Krispy Kreme, the more traffic the better. More cars on the road increase the probability that travelers will stop inside or use the drive through to make a purchase. Inside the store, photos of Elvis-era paraphernalia cover the walls and old-fashioned paper doughnut hats sit on display for kids (and kids at heart) to wear. The nostalgic branding of its doughnut shops is another reason why "Historic Richmond Highway" couldn't be a more fitting location for Krispy Kreme.
This particular store location recently underwent a major interior renovation, unveiling new tiles, colors and an "improved customer experience." Upper-level management told SFDC, "There is a big difference between an uplift and an overhaul." Krispy Kreme strives to keep its stores lively and new while balancing the same sense of familiarity and nostalgia associated with its product.
When asked how the doughnut business has changed over the years, Krispy Kreme management responded, "It started with a great product in 1937: the original glazed doughnut. And when you have a great product, you keep it." As the Richmond Highway corridor continues to redevelop and modernize, Krispy Kreme manages to keep up with the times while continuing to promote a product that never seems to go out of style.
- By Lindsey Doane, SFDC Staff
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New Series: "Hidden" Businesses
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 How do YOU find a business?
The popular Asian-themed fast-food restaurant, Panda Express, recently opened a store in Kings Crossing. But good luck spotting it from the road, because the restaurant is hidden by a string of other shops and has no signage facing Richmond Highway.
When asked how they manage to stay in business, Panda Express reported that, even though their store does not face Richmond Highway, they are in plain sight of every customer entering and exiting Walmart just across the parking lot. As Walmart easily brings in hundreds of customers daily, Panda Express is conveniently situated to curb the appetites of many hungry shoppers. It just goes to show the value of a good anchor store, and that advertising along a busy corridor is certainly not the only way to find hungry customers.
Florist Philip Son has a background in information technology, and he certainly puts it to good use advertising his business, Sunflower Florist. The shop is located in the Beacon Center, but its visibility is hindered by the Famous Dave's building.
80% of Sunflower's business is from repeat customers, so Mr. Son keeps in touch with them through direct mail postcards and emails sent through a marketing service. He has found that customers often make repeat purchases based on product longevity (how long the flowers last) and Mr. Son's personal understanding of the types of floral arrangements each customer needs.
New customers are obtained through a coop arrangement with FTD, as well as recommendations and paid ads on search engines including Google, Yelp, Yahoo and MSN-Bing. Another way new customers find his store is by searching for "florist" on a smartphone GPS. When potential customers have trouble spotting the store from the highway, they simply call the store for more specific directions.
When simple signs don't do the trick, it pays to get creative. Check out next month's "Hidden Business" section featuring two more stores that have found innovative ways to bring in business.
- By Edythe Kelleher, Executive Director
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What's New in Transportation?
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As we wrote last month, both Fairfax County and the Commonwealth of Virginia have ongoing transportation studies that could affect the future of the Richmond Highway area.
On July 10, Fairfax County held a "third round" public meeting and workshop on the Countywide Transit Network Study. The study is to determine the type of transit systems needed to accommodate desired economic growth throughout the county over the next several decades. The initial recommendation for Richmond Highway is either light rail or bus-rapid-transit (BRT). Traditional light rail equipment can only travel up a 4% grade, and we have grades up to 8%, so we may have to focus on other alternatives to accommodate our corridor.
The Virginia Department of Rail and Public Transportation (VDRPT) has begun a Route 1 Multimodal Transportation Alternatives Analysis for the 14 miles of Richmond Highway from I-495 to Route 123 in Woodbridge, Prince William County. VDRPT has contracted with AECOM to lead the consultant team. A series of three community meetings are planned for the 12-month timeline of the study, with the first community meeting tentatively scheduled for October.
In addition to the Alternatives Analysis specifically for Richmond Highway, VDRPT in 2012 completed a Super NoVa Transit / TDM Vision Plan. The Super NoVa study area is quite large, extending south to Caroline County and west to the West Virginia border. This study also recommends light rail for Richmond Highway.
The Northern Virginia Transportation Authority (NVTA) has adopted a project list for the next several years, based on the increased sales taxes included in this year's Virginia transportation bill. However, the proposed list does not contain projects for Richmond Highway. SFDC requested that Richmond Highway be added, but NVTA did not include it in this initial list of projects.
For the latest updates, follow SFDC's "Route 1 Transportation" webpage (from the "What's Happening?" menu of our website) for consolidated information on all transportation studies.
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