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Goodwill reports Melrose Plaza drew 44,586 visits in five months; grocery subsidized while local hiring grows
Summary
Goodwill Industries said Melrose Plaza generated about $2.5 million in sales in its first five months but operated with a roughly $1.5 million shortfall Goodwill subsidized; the market and cafe employ neighborhood residents and host health, banking and adult‑education services.
Richmond Vincent, CEO of Goodwill Industries of the Valleys, told Roanoke City elected leaders that Melrose Plaza's first five months delivered heavy community usage and several programmatic outcomes but that the market is operating at a startup loss that Goodwill is subsidizing.
Vincent reported $2.5 million in sales and said the net shortfall for the five‑month period was approximately $1.5 million, which Goodwill covered because the plaza is intentionally priced to provide affordable fresh food and to prioritize community access over near‑term profitability. He said 50% of market and cafe employees live in the 24117 zip code, and that Melrose hosted 44,586 visits during the reported period. The plaza also houses the Excel Center (an adult high‑school program), a Bank of Botetourt presence focused on deposits and small loans, a wellness center and the Harrison Museum of African‑American Culture.
Vincent said the market aims to reach break‑even within five years and estimated a progressive decline in the subsidy as customer habits change and community uptake grows. He also described Virginia Fresh Match participation (a state program that matches SNAP purchases on produce) as an expected revenue enhancer for low‑income shoppers.
Why it matters: The plaza is an integrated, place‑based approach that combines food access, financial services, job training and cultural programming in a historically underserved area. Early attendance and enrollment in adult education show demand, Vincent said, but the model requires philanthropic or operating subsidy while shopping patterns shift.
What comes next: Goodwill will continue to scale programming and track financial trajectory; the city and community groups will promote the plaza and consider operational partnerships to sustain services.
Sources: Richmond Vincent presentation to council and school board, March 16, 2026.
