Downtown in a Downturn

Proposals Aim to Boost Leesburg's Historic Retail Core

Some say downtown Leesburg is just going through a phase. Others say its problems are more worrisome -- a reflection of how rising gas and food prices have prompted many consumers to spend less on nonessential purchases and stay closer to home.

Either way, there's no doubt that downtown, once a hub of shopping and dining activities in Loudoun County, is facing increasingly strong competition from nearby malls. In the past several weeks, several downtown shops -- including the Potomac Gallery, English Manor, Court House Deli, Market Street Cafe and Morning Glory Tea Room -- have closed.

"This is a very special place here, culturally," Irene Jericho, a sales associate at Esoterica, a New Age store on King Street, said of the historic retail district. "It's been scary watching one good business after another close."

At the same time, many businesses are striving to project an optimistic perspective on the situation.

Dozens of business owners have thrown their support behind the most recent proposal to rejuvenate downtown, a report spearheaded by the Downtown Improvement Association, which comprises Leesburg property owners, businesses, residents and other stakeholders.

Nearly two months ago, the association, aided by the Urban Land Institute, presented the plan to the Leesburg Town Council. Since then, town officials have been studying how best to implement some of the proposed changes.

The 40-slide presentation detailed measures Leesburg could take to address issues that have long hindered downtown's revival, such as a lack of varied dining and shopping options and a misconception that the area doesn't have enough parking.

The association's plan, which centers on a proposal for a public-private partnership, calls for improvements such as widening sidewalks, making downtown wireless, creating pocket gardens, adding public art and encouraging more outdoor dining.

Those changes would create a climate that would foster construction of a performing arts center and more office and retail space, according to the association's road map.

"We tried to put something in there for everybody," said Peter Burnett, co-chairman of the Downtown Improvement Association.

One of the key points in the proposal is the notion of creating "critical mass," meaning a destination where people feel they can get everything they want. That involves providing a greater variety of shops, more dining choices and a mix of regional and local businesses.

The association estimated that the vision of downtown outlined in its plan would cost $5.25 million in public funds and $150 million in investments from the private sector. It suggested that Leesburg dip into its $750,000 economic development reserve fund to cover some of the public costs.

Association officials said their intention was to list specific steps needed to ensure downtown's economic stability, in contrast to previous studies that have been more general.

"We didn't want to be repetitive," said Lisa Capraro, the association's executive director. "This was to show council what the private could do downtown and what the public could do to help."

The involvement of property owners makes this proposal different from other studies, said Marantha Edwards, Leesburg's economic development manager.

"It's an exciting opportunity," she said. "It's always good when you can get people moving in the same direction."

Although it would take years to complete many of the improvements described in the proposal, Capraro and others said they're hopeful the plan will be carried out.

In the meantime, many downtown owners said they want people to know that their outlook is far from gloomy.

On a block where some buildings have "For Sale" notices, Mike Carroll, owner of Leesburg Vintner, has had a large sign in his front window that reads: "Staying in Business Sale."

It was the same sign Carroll posted in 1993, when several businesses fled downtown because of an economic downturn.

"We've seen this cycle before," he said. "We just want people to know that downtown is not dead. It's just going through a transition."

Carroll's shop has been at 29 S. King St. for 20 years, and he said he and plenty of other businesses don't plan to leave downtown.

"We're going to be here," he said. "We made the commitment to stick it out."