Revitalization of Downtown Greenville, SC
A history of urban renewal in the city
Map of present day downtown Greenville
Background
In the late 19th century, Greenville, South Carolina became a textile giant in the southern United States. This textiles boom allowed for the city to expand both economically and geographically. As Greenville moved into the latter half of the 20th century, they faced a problem that plagued many cities across the country. Once Greenville reached the end of the 1950s, the economic boom following World War II had allowed the city to expand even further outward from its central business district. At this point, the original downtown area began to deteriorate from its glory days. Many downtown businesses chose to relocate to more suburban business districts, aligning with the national trends of the time. At the time, Main Street in downtown was a four-lane road sided by continuously emptying buildings. This left the downtown area to become less pedestrian friendly going forward. The combination of fleeting business and the discouragement of pedestrian activity left Greenville's downtown area to deteriorate.
Main Street in the 1970s
As the 1960s came and went, city leaders realized that something needed to be done to bring downtown Greenville back to a state of greatness. These efforts were spearheaded by one person, Max Heller. He ascended the ranks of city government and was eventually elected mayor in 1971. Heller, along with his colleagues successors, ushered in an era of incredible revitalization. The city of Greenville, South Carolina perfectly executed an urban renewal strategy that helped to improve the city as well as the area around it. Today, downtown Greenville is a hub of both economic and social activity.
Revitalization Efforts
Pedestrian Friendliness
In 1968, Greenville citizens and representatives created a downtown development plan in order to revitalize the central business district. The most prominent recommendation within the plan was making Greenville's Main Street a more pedestrian friendly area. In the late 1970s, this plan began to come to life. In 1979, the city approved a streetscape improvement plan with construction beginning shortly after. This project narrowed Main Street from four lanes to two and created an abundance of free street-side parking. The project also widened the sidewalks along Main Street to allow for more pedestrian traffic. The widening of the sidewalks also allowed for restaurants to provide outdoor dining options for patrons. One final task of the streetscape project added new features along Main Street, such as: trees, light fixtures, and benches. These additions sought to make downtown more visually appealing and accessible for pedestrians. The streetscape project was completed in 1981, stretching from North Main to Greenville's West End neighborhood.
Construction of the downtown streetscape project in the late 1970s
Construction of "Downtown Anchors"
In 1981, the Greenville Central Area Action Plan was drafted in order to bring more economic development to the downtown area. This plan heavily emphasized the use of public/private partnerships in order to improve the city. This plan led to the construction of two major projects along Main Street that would serve as catalysts for economic development around them. These projects would come to be known as "anchors" of activity in the Main Street district.
NOMA Square (formerly Greenville Commons)
The first of these projects was Greenville Commons on North Main, which opened in January of 1982. This project included a Hyatt Regency Hotel, a convention center, office space, and a parking garage. The construction of this space was made possible through a partnership between private investors, the City of Greenville, as well as the federal government. The cost breakdown of the project included $24 million from private investors and $10 million from the public sector. Of the $10 million in public funds, $7.5 million was provided by the U.S. Department of Housing and Urban Development, as well as an Economic Development Administration Grant from the U.S. Department of Commerce. In 2013, Greenville Commons underwent a major renovation. The office building and outdoor plaza were renamed NOMA Tower and NOMA Square, respectively. The creation of Greenville Commons represented the first of many projects that serve as "anchors" in downtown Greenville.
The Peace Center
Following the success of Greenville Commons in the North Main area, City of Greenville officials looked to spark similar development in the South Main district a decade later. In 1991, yet another public/private partnership led to the construction of one of the most recognizable areas in downtown Greenville. The Peace Center for the Performing Arts represents a $42 million investment that created a hub for entertainment and social interaction. The Peace Center encompasses a 2,100 seat concert hall, two theaters, office space, restaurants, and outdoor gathering spaces. The completion of The Peace Center ushered in a new era of economic activity in the South Main district of downtown Greenville.
Following the developmental success surrounding both The Peace Center and Greenville Commons, this success spread to connect both ends of Main Street. This led to the construction of multiple other "anchors" in between North and South Main. These projects included hotels and office buildings that also contain restaurants and public gathering spaces. One of these is the Poinsett Hotel. This building is located just north of The Peace Center and was completed in 1999. This development included the hotel, restaurants, shops, and a public plaza. Almost overnight, the Poinsett Hotel became a Greenville landmark. Other developments along Main Street include Riverplace and Project ONE, completed in 2008 and 2013 respectively. These projects truly served their purpose of being catalysts of development and allowed for Main Street to once again become a center of activity.
Reedy River Falls
In 1987, after plans were put in place for the revitalization of downtown, City of Greenville officials reached out to Land Design/Research, Inc. to identify additional opportunities for development. The company published the Downtown Development Strategy proposal in 1989. This proposal designated three areas where the city could plan further developments, one of which was Reedy River Falls. The Reedy River intersects South Main Street and cascades over a large waterfall adjacent to it. LDR believed that the Falls were a major asset to the city that had been overlooked for far too long. Since 1960, the natural beauty of the falls had been hidden beneath the four-lane Camperdown Bridge. Upon the drafting of the development plan, city officials knew that they had found their next great development opportunity.
The Camperdown Bridge above Reedy River Falls
It was not until 2002 that LDR's development plan would finally come to fruition. Following a $16.4 million investment, demolition began on the long-standing Camperdown Bridge. What followed was the creation of Falls Park, a beautiful public park with space for a multitude of outdoor activities. The project also saw the construction of the Liberty Bridge, a pedestrian suspension bridge that directly overlooks the falls. Upon the projects completion in 2004, pedestrians now had a place to escape the increasingly fast-paced city just steps away. Within the first two years, the Falls Park development had helped to bring in more than $100 million in private investments. By following the recommendations in LDR's plan, the City of Greenville was able to continue to move in the right direction.
Liberty Bridge and Falls Park
West End
Once the main part of the downtown area had been brought back to life, city officials turned their attention to another area. Greenville's West End neighborhood sits just beyond South Main and had been neglected for years. In 2006, a minor league affiliate of the Boston Red Sox was looking for a new home. City officials made on offer to the team to lease them the land long-term and perform capital improvements in the surrounding area. In turn, the Red Sox organization agreed to pay for the construction of a ballpark and the relocation of the team. Following the agreement, West End Field opened in April of 2006 and hosted the Greenville Drive for their inaugural season.
Fluor Field at the West End (formerly West End Field)
In the Drive's first season, they saw over 330,000 fans attend their games. In 2008, the ballpark was renamed Fluor Field at the West End and continues to host baseball games and numerous non-sporting events. Following the success of the stadium, other developments began to popup in the West End area. One of those included a mixed-use building that sits directly beyond the outfield wall of the stadium. This building features 40 residential condos, as well as space for restaurants and other businesses. In the years since, many new projects have come to life all across the West End neighborhood. Fluor Field has become the centerpiece of a neighborhood that now attracts both sports fans and other Greenville residents alike.
Today
Today, downtown Greenville is more teeming with activity than it has ever been. Economic activity has returned to the city in force, and can be evidenced through the amount of activity seen there throughout the week. Centers of trade and finance can be seen throughout the area. The city also boasts a bustling nightlife. Restaurants and bars now line Main Street from end to end. No matter the time or day, large amounts of pedestrian traffic can be seen throughout downtown. In the past few years, Greenville has begun to market itself as a tourist city. Following the full revival of the downtown area, city officials have sought to attract more than just upstate South Carolina residents. Their successful urban renewal program, the city are now able to attract people from all walks of life. No matter who comes to downtown Greenville today, there will always be something for them to do.
Present day downtown Greenville
Conclusion
The city of Greenville can be seen as a shining example of a successful urban renewal program. Following the mass urban exodus of the mid 20th century, it would have been easy for city officials to accept that change. However, they had the desire to return their city to greatness. City of Greenville officials came up with creative plans and strategies and implemented them almost perfectly. The streetscape project of the late 1970s have made downtown Greenville easily accessible to pedestrians. Developments throughout the late 20th and early 21st centuries have served as catalysts for development all throughout the area. Downtown Greenville is once again filled with activity. The city perfectly executed their urban renewal program and have reaped the reward. Today, downtown Greenville has become a city that attracts not only upstate residents, but people from all around the world. Greenville has become a place that many of its planners would have never thought possible.
