By Hanno Kirk
In the previous installments of this series, we explored the rise and subsequent decline of Lewisburg. Unlike Ronceverte, Alderson, and other communities in West Virginia, Lewisburg was not a town affected by the changing fortunes of the two extractive industries, lumber and coal. As detailed in the first installment of the series, one major factor for economic and cultural wellbeing was the presence of the two schools on opposite ends of Lewisburg. The Greenbrier Women College (GWC) and the Greenbrier Military School (GMS) had brought steady employment, increased business for the downtown community, and enhanced Lewisburg’s cultural life. For example, every spring, the GWC students held their Coronation Ball. The dresses for the 200-250 girls were always ordered from Yarid’s clothing store on Washington street. Each grade level needed dresses of a different pastel color. This was a recurring boost in sales for the store.
Relations between the two schools were intertwined. Members of the Moore family, which owned and operated GMS, also sat on the governing board of Women’s College. When in 1970 and 1971 both schools experienced steep drops in enrolment, the schools in a coordinated move closed.
As related in the second installment of this series, the closure of both schools as well as the military summer camp at Shaw-Mi-Del-Ica, led to a slow strangulation of the downtown business community which saw eight empty storefronts by 1978. A concerned group of citizens including the mayor, Phil Gainer, started meeting on the second floor of the Lewisburg Firehouse to brainstorm how to save Lewisburg from falling into an economic death spiral. The group reached consensus on three issues. One was to see how Lewisburg could become an attractive tourist destination. They also knew that they needed professional advice on how to achieve that. To be able to raise money to pay for that advice they knew they had to incorporate, and they chose the name the Lewisburg Foundation. Paul Detch became President, Munir Yarid Vice President, Jim Rowe Treasurer, and Jackie Dotson (now Bennett) Secretary. Other members were John Wade Bell, James Matheny, Phil McLaughlin, Karen C. McClung, Harriet Murphy, Fred Wingfield, Robert McCormack, Daniel Hart, and John Ford. The Foundation chose as its motto: “To support the economic viability of downtown Lewisburg, WV by creating and maintaining beautification and cultural opportunities which attract businesses and visitors to our town.”
In the last installment I detailed how, with a $10,000 grant from Governor Rockefeller, the group raised $15,000 to get a professional assessment from the Grigg, Wood, and Bowne architectural firm in Charlottesville. Hank Browne delivered an audiovisual presentation in November 1978 and delivered the printed report to the Foundation on December 15, 1978. The report analyzed the then existing downtown area. It went on to say the rich use of architectural details through the juxtaposition of textures and through the humanistic breakdown of scale gave the town its distinct physical character which conveyed a strong sense of history. The report also pointed out that many of the most pleasant attributes of the downtown area had been lost “due to heavy through traffic, misdirected attempts to modernize, gaudy signs, and the unchecked proliferation of overhead wires and poles.”
To correct that visual blight on the downtown environment the report had several major recommendations. It noted that the proliferations of signs cluttered and obscured the more pleasurable qualities of the environment. As merchants competed with each other’s signs in an attempt to attract both pedestrians and drivers, it forced traffic engineers to compete with the merchants, the result being a confusing or meaningless barrage of oversized messages. The recommendation was to get merchants to direct their signage only towards “pedestrian scale and intimacy.” It also suggested that the signs harmonize with the architectural style of the building. To achieve signage that would be appropriate to the historic character of Lewisburg, the garish oversize signage should be replaced by “attractive smaller plaques, banners, window lettering, and awnings.”
To restore the natural beauty of the downtown area, the proliferation of wires and poles would need to be removed. This could either be done by putting them underground or behind the buildings.
Lewisburg at that time had attractive gas lanterns as streetlights, the report noted that they would soon be forced out of service by Federal regulation. The report suggested that the basic design of the streetlights be kept in the switch to electricity.
The architects said that the emphasis of the transformation of Lewisburg should be on making the downtown business attractive for leisurely strolling and shopping on foot. They had four major recommendations, three of which were to transform the ambience of Lewisburg. The first one was to put flower boxes, hanging baskets, and planters in front of stores on the sidewalks. The second was to put trees in large planters suited for sidewalks or parking lots. The third recommendation was to create eight microparks at intervals on the sidewalks along four downtown blocks of Washington Street. Each micropark would contain a shade tree, one streetlamp, and a pedestrian bench. As can be seen in today’s downtown, each of these recommendations was implemented. A fourth recommendation was to place 1-inch-thick brick pavers on top of the existing sidewalks. The cost estimate for this project was $104,000 (roughly $528,600 in today’s dollars). This was considered too expensive and was never implemented.
On the issue of traffic, the report acknowledged that the heavy north south traffic on US 219 was a big problem especially at the intersection US 60. It looked at several options, including widening 219, which it said would create more of a bottleneck at the Washington Street intersection. It suggested that a limited access north-south bypass could eliminate the “transient” through traffic without hurting the downtown business community. This option has been debated intermittently since that time without any action.
Parking was also addressed by the report. It recommended that the on-street parking be kept, as it provided approximately 200 spaces. It also suggested that the three available public parking lots be maintained.
What to do with the eight empty storefronts was discussed informally by the architect and the Foundation members. He strongly advised against the usual practice of boarding up any empty store. He said that would make a negative impression on tourist shoppers. Instead, they should fill each store front window with visually attractive displays of art, handicrafts, or pottery until such time as new owner merchants would come in. What to do with the empty stores was a pressing issue, and so this recommendation was implemented immediately
The report also pointed out that at the time in the 19th Century, when many of the downtown buildings were erected, “titanium white” paint was not available. The report provided a suggested palette of muted colors for use in painting buildings in the downtown historic district. This recommendation led directly to the formation of the Lewisburg Historical Landmark Commission, which now requires that any changes in appearance of buildings in the historical downtown district require prior approval.
The Foundation members moved quickly to implement the recommendations, starting with the least expensive ones first. They contacted the various garden clubs to start the beautification projects both in town and at the entrances to Lewisburg. At the South end of Lewisburg, Lawson Hamilton donated a triangular piece of land on US 60 where Holt Lane and Jefferson Streets meet. Another triangular piece of land on the US 219 North entrance of Lewisburg was donated by J.K. Palmer. It has a lovingly cared for flower bed and flagpole with an American flag on it. The small area in front of the Post Office was chosen for a garden club project on the East entrance to downtown. The corner of what is now Academy Park was the West entrance. It also was given a bed of rotating flowers. With the encouragement of City Hall, businesses downtown started placing flower pots and planters on the sidewalks in front of their businesses. Over the years the beautification of Lewisburg included hanging baskets of flowers placed on lamp posts.
The Lewisburg Foundation quickly realized that they needed to incorporate as a non-profit organization to attract major grants to implement the major projects. In this they were aided by both the City and the State of West Virginia. As mentioned in the last article in this series, connections established with Governor J. Rockefeller’s office, and with Joseph Fowler, the Director of West Virginia Travel and Tourism Development, proved to be helpful in leveraging funds for the capital improvement projects outlined in the architectural report. Several local foundations as well as wealthy donors also contributed to the effort. The next installment will follow the ongoing work of the Lewisburg Foundation, as well as the grassroots fundraising projects which led to the renovation of Carnegie Hall and the renovation of the Leggett Department Store brought the Greenbrier Valley Theater from the “old barn” near the airport into the middle of downtown.
The establishment of the West Virginia School of Osteopathic Medicine in the imposing brick buildings of the campus of GMS brought a major infusion of money into the local economy. The majestic building of Lewisburg Women’s College was turned into a Community college. This brought another educational institution to anchor the Western end of town. What started as a project to rescue Lewisburg from economic decline, has become an ongoing process to improve, and to merit the title, “The Coolest Small Town in America.”
