Melrose Plaza – Restoring Our Community

Melrose Plaza Events Calendar

Collage of campus architectural renderings: Wellness Center, Market, Excel Center, and Bank

A Northwest Roanoke Community Initiative


Launched in 2017, the Northwest Roanoke Food Access Initiative was a community collaborative spearheaded by NW residents, Roanoke College, Freedom First Credit Union, Local Environmental Agricultural Project (LEAP), United Way of Roanoke Valley, The City of Roanoke and a cross sector of other partners focused on reducing health disparities in the NW community.


In partnership with community stakeholders, residents and partners, the community collaborative initiative will be community-led and driven by the needs and priorities of the community. The initiative will invest funding, resources, and services, and is committed to ensure individuals and families who live and work in the NW area have access to healthy and affordable food options, financial resources, and education and employment opportunities.

Why This Location

  • The Goodwill Campus is well positioned within the community to engage with surrounding neighborhoods.
  • The public face is currently Melrose Avenue with opportunities along 24th Street and Salem Turnpike for community engagement.
  • Three distinct bus lines are located within a ¼ mile radius to the Goodwill Campus.
drone view of melrose jobs campus in roanoke
Current Goodwill Campus at 2502 Melrose Ave. NW, Roanoke

Northwest Initiative Concept Plan

The center will feature a grocery store, banking services, a wellness center, and an adult high school. The Melrose Branch Library will remain as part of the center.

middle-aged Black woman shopping in produce section at a market


The Market on Melrose will be an anchor for providing access to healthy and fresh foods, nutritional education and improving food access.

Potential Partners

  • MDI – Store Design, Market Analysis, and Training
  • Feeding SW Virginia
  • LEAP


  • Quality & Freshness
  • Affordable Prices
  • Virginia Fresh Match
  • Cleanliness and Safety
  • Online Ordering & Delivery
Black man holding his young son on his lap as the boy places coins in a pink piggy bank. They are smiling.

Banking Center

The Financial Center will include banking services and provide one-on-one financial counseling at no cost to area residents.

Partner: Bank of Botetourt


  • Business & Personal
  • Checking & Savings
  • Loans & Financing
  • Financial Literacy
  • Individual Coaching
  • Credit Counseling
collage of healthy fruit and vegetables, exercise equipment and other items representing wellness

Wellness Center

The Wellness Center will function as a holistic community center allowing residents to connect to resources such as: physical and mental health, dental, and fitness offerings.

Potential Partners

  • Carilion Clinic
  • New Horizons Health
  • Bradley Free Clinic

Family Services

  • Medical
  • Dental
  • Behavioral Health
  • Physical Fitness
group of happy young adult women in green graduation caps and gowns

Excel Center®

The Excel Center® is a free, public school that provides adults the opportunity to earn a state-recognized high school diploma and begin post-secondary education.


  • Flexible employment
  • No-cost childcare for Excel Center® students
  • Transportation support
  • Life coaching
  • Connections to college and career choices
  • Job placement services

Melrose Plaza Advisory Committee

The Melrose Plaza Advisory Committee works to garner community support for the project and functions as a body of influence and resources. The committee serves as a liaison between the NW community and Melrose Plaza communicating local needs and identifying opportunities to address health disparities, workforce needs, and other community concerns.

The committee is made up of neighborhood leaders, community advocates, business owners, industry specialists, and community partners.

Committee objectives include:

  • Promoting community awareness of Melrose Plaza
  • Sharing feedback and ideas from members of the community
  • Serving as a forum for community members to discuss local needs and concerns
  • Communicating information about emerging trends, opportunities, and workforce needs
  • Providing input on the design of Melrose Plaza to ensure alignment with the community
  • Assisting in the identification and recruitment of committee members
  • Advising on training needs, wellness services, and career pathways for NW residents

Melrose Plaza Events Calendar


Goodwill Industries of the Valleys is partnering with the City of Roanoke, public and non-profit partners, as well as community stakeholders to reimagine the current Goodwill Jobs Campus into a new community center. Melrose Plaza will be a family-friendly destination for the community. Services include:

  • A grocery store
  • An adult high school
  • Wellness center
  • Banking services

Melrose Plaza will honor and pay tribute to Northwest Roanoke’s history and culture. It will be managed by a dedicated Director and include additional activities such as:

  • Speaker series
  • Musical performances
  • Health expos
  • Art exhibits and more.

The Plaza will encompass the entire jobs campus that includes community enrichment activities such as: the Kiwanis Club nature park, community health & walkability, Goodwill’s Youth HQ and the Melrose Library services.

Melrose Plaza will include an advisory council comprised of neighborhood leaders, community partners and advocates, and business owners. Melrose Plaza Advisory Council will serve as a conduit between the NW community to garner input and support, create awareness and identify opportunities to address health disparities within the NW community.

  • The Grocery Store will be a full-service grocery store and will be an anchor for providing nutritional education, and access to healthy and fresh foods, affordable prices, quality products, clean and safe facilities, online ordering, curbside pickup and delivery.
  • The Wellness Center will function as a holistic resource center. Residents will have access to educational programs and counseling services on subjects such as: stress management, proper nutrition, and general health habits. By offering individual and family services, the center aims to promote healthy living and enhance residents’ quality of life.
  • The Banking Center will offer services focused on financial empowerment and well-being along with general banking needs. Residents of Northwest Roanoke will have access to free one-on-one financial coaching services, capital investments, and educational programs.
  • The Excel Center® is a free, public high school for adults. Students are given the opportunity to earn a state-recognized high school diploma and begin post-secondary education. Students can also earn industry-recognized certificates and/or college credits in locally in-demand occupations at no cost. This initiative will provide the resources necessary for students to achieve their goals and overcome poverty.

The project is projected to be completed by December 2024. The first component completed will be the Grocery Store. The Excel Center will take longer to complete and become operational.

Goodwill will host Open House events to reveal each component of Melrose Plaza as they are completed, beginning with the Market.

Goodwill Industries of the Valleys

Goodwill Industries of the Valleys

Melrose Plaza will require an investment of $30 million.

  • $10 million – City of Roanoke/ARPA funds
  • Projected additional investments: $20M
    • Goodwill’s In-kind Real Estate & Building: $8M
    • Capital Campaign
    • State Funding
    • Grants/Misc.
    • New Market Tax Credits

Melrose Plaza will be center driven and supported by the community. It will:

  • Eliminate the food desert in the NW community
  • Provide pathways to prosperity by creating approximately 70 new jobs for area residents
  • Generate revitalization in the region
  • Improve access and advance opportunity and equity to ensure everyone reaches their fullest potential
  • Spread the word and promote Melrose Plaza
  • Share your feedback and questions by emailing
  • Visit this website often to stay up to date on announcements and progress
  • Get the community excited and interested!


Press Releases

Goodwill Announces Architect & Engineering Partner for Melrose Plaza (04/24/2023)

Goodwill Announces Banking Services & Marketing Partners for Melrose Plaza (03/29/2023)

Goodwill Focuses on Restoring Community with a New Project in Northwest Roanoke (11/01/2022)

Press Updates

WDBJ7 – Goodwill announces new partners in Melrose Plaza project (Video)

The Roanoker – Goodwill Announces Banking Services & Marketing Partners for Melrose Plaza (Article)

Cardinal News – Virginia’s first high school for adults will open in Roanoke’s new Goodwill plaza (Article)

The Roanoke Star – Goodwill Announces Banking Services & Marketing Partners for Melrose Plaza (Article)

Unveiling Event Press

Watch the WDBJ7 Live Feed from the Unveiling Event

WSLS – New community center to be built in Nothwest Roanoke (Video)

WDBJ7 – Community organizations and city partner on Northwest Roanoke initiative (TV News Broadcast)

The Roanoke Times – Goodwill offering sets course for major northwest Roanoke initiative (Article and Videos)

WSET – Goodwill looks to ‘restoring community’ with new project bringing resources to NW Roanoke (Article)

The Roanoke Star – Goodwill Focuses on Restoring Community with New Project in Northwest Roanoke (Article)

WFIR – New initiative to address disparities in Roanoke neighborhoods (Radio News Report)

WFIR – Roanoke Renaissance on the ways says community advocate (Radio News Report)

For More Information


As the project progresses this page will be updated with changes and additional information.

donation icon