2019 CREW Richmond May Lunch Meeting - The Evolution of City Center

July 19, 2019
Written by: Patricia Miller

Many thanks to Catina Crosby, Vice President of Asset Management with SNP Properties, in providing an overview of the Evolution of City Center for the 2019 May CREW luncheon. SNP’s vision for acquisitions in the downtown area was to gain a foothold of the block of Broad Street, between N. Adams & N. Foushee, to create a better resident experience. In 2018, SNP started the repositioning of West Broad Apartments, partnering with VHDA with a combined 1.7 million dollar investment. Renovations included storefront refacing, and interiors to include new cabinetry, appliances, and finishes, as well as, refurbishment of the cobblestone alley for rear access of some of the ground level units. During this process, SNP partnered with Rocket Pop Media to create a “sense of place” and give a cohesive feel to their properties located in City Center. Cara Dickens, Vice President of Rocket Pop Media, explained the impetus to bring life back to the downtown area, creating a central hub of restaurants, retail and residential while paying homage to the history and Art Deco focused area. This led to the rebranding of West Broad Street Apartments to The Mezzo Lofts. 00 West Broad is the axis where East meets West Broad, coming together at the heart of the city, therefore, branding as “mezzo” meaning middle. Much focus was paid to interviewing and partnering with existing residents and businesses to create a more vibrant, viable place to live, work & play. Limitations did not allow for an onsite fitness center, therefore, SNP partnered with the YMCA to provide complimentary membership for each resident. The Mezzo social media campaign creates a sense of community by highlighting local neighbors, businesses and art.

As a follow up, SNP hosted a member’s only tour and happy hour in June (see June Supplemental meeting write up) at The Penny in Jackson Ward, another development which involves new construction with 166 apartment homes and amenities to include a 10,000 square feet of retail/restaurant space. Opening fall of 2020.