Whiteville undergoes downtown facelift with streetscape plan
The Whiteville Streetscape Master Plan offers a vision and framework to improve the South Madison Street streetscape. It covers the area from Webster Street in the north to the Lee and Franklin Streets intersection in the south.
A history rich in character and collaboration
With a population of more than 5,000 residents, the City of Whiteville boasts an active and historic downtown. The City is committed to maintaining a vibrant downtown, retaining its historic character, and creating opportunities for businesses and residents alike.
The City of Whiteville Main Street Department builds public-private partnerships. It also leads downtown improvements to boost economic growth. This work aims for clear results like new investment, business growth, and job creation.
Community involvement
Starting in 2020, WithersRavenel’s landscape architects worked with the community and stakeholders. They prepared a master plan for streetscape improvements.
Goals and objectives include improving the pedestrian experience, supporting businesses, celebrating local history, and enhancing downtown aesthetics and identity.
The master plan for streetscape improvements to nine blocks of South Madison Street came from a community planning process. It involved residents, business owners, City staff, and other stakeholders.
Two in-person community meetings were held during the process. Virtual options were also offered to gather local knowledge, perspectives, and ideas. The plan prioritizes pedestrians with wider sidewalks and reconfigured parking. It includes green space and landscape improvements and adds traffic calming measures. It also offers green infrastructure and resiliency. These features help handle major storm events.
Rethinking the relationship between pedestrian and vehicular traffic
The plan also recommends the removal of traffic signals and the implementation of 3 separate roundabouts. The center roundabout creates a civic space adjacent to the historic Vineland Station Depot. The roundabout will contribute to the everyday pedestrian experience and provide a space for seasonal events downtown.
In addition to calming traffic and improving traffic flow, proposed roundabouts at the northern and southern ends of the corridor also provide opportunities for enhancing the sense of entry into downtown and incorporating public art, wayfinding signage, and stormwater management features
Community gathering space
On the heels of the streetscape project, our team prepared a master plan for a community space on 7 acres adjacent to Madison Street. This former site of a shopping center will be transformed into a community space that will include a performance stage, large green space, playground, splash pad, and other site amenities. The community was also engaged during the planning and design process of this space. Construction plans are currently being prepared.
Building resiliency, spurring economic activity
The southern part of downtown Whiteville experiences significant flooding during major storm events. While they will not solve the entire problem both the streetscape project and the community space project include features that will contribute to managing these events. Plans for the streetscape improvements include stormwater facilities integrated along the corridor and into the southernmost roundabout. The plans for the community space include a major bioswale and a constructed wetland. In addition to improving the aesthetics and pedestrian experience, the implementation of the plan is expected to enhance existing businesses and spur continued economic development.
How we worked on the plan
Engaging the community and stakeholders guided the vision for both projects, providing multiple ways to get involved with the process, systematic research, a thorough site inventory and analysis, and vigorous pursuit of creative and alternative solutions. Input from the community, stakeholders, and staff shaped the final plans. The plans reflect local knowledge and the aspirations of Whiteville residents.
Funding and implementation
The streetscape and community space projects will need steady efforts to find other funding sources. They will also need ongoing support from the community and city leaders. Our team also assisted the City with submittals for grant funding to support the project. Funding from the Rural Transformation Grant program and the NC Land and Water Fund program were secured to help support the project.
