Newport News unveils South Central Jefferson Avenue area plan; highlights mobility, neighborhood goals

City planning staff presented a draft South Central Jefferson Avenue area plan to the Newport News City Council at its July 14 work session, describing a multi-decade planning legacy and a package of implementable actions designed to guide growth along Jefferson Avenue between Mercury Boulevard and J. Clyde Morris Boulevard.

"This plan is the product of a comprehensive planning effort launched in 2025 to guide sustainable growth," Regina Jensen, project manager with the Department of Planning, told the council. Jensen said the area plan focuses on a 5–10 year horizon and would amend the comprehensive plan’s future land use in targeted locations to facilitate desired development.

The presentation traced land-use designations dating from the 1960s and earlier, and summarized public engagement: two advisory committees (one citizen and one business), more than 100 citizen advisory applications narrowed to representation from nine of ten neighborhoods, and hundreds of comments gathered at outreach events including Hilton Village Fall Fest. Jensen said the project team sought broad input across ages and neighborhoods to build a shared vision emphasizing accessibility, historic character and activation.

On transportation, staff presented multiple concepts that stakeholders tested, including a "no-build" option that converts outside right lanes to right-turn-only and bus lanes; a more intensive option that requires substantial right-of-way acquisition; and a preferred concept that would require property buys. Jensen noted the estimated right-of-way acquisition cost for one concept totaled "over $600,000," a figure that led stakeholders to back off from the costlier option.

The plan also lists placemaking ideas—improved landscaping and tree canopy, public art and murals, and activation of community centers. Jensen said one implementation recommendation is a pilot "community family fun day" at the North Newport News Community Center on Aug. 8, where staff including Flood Ready will provide information and resources.

Council members asked how the plan would encourage market-rate residential and mixed-use development. Jensen said the plan will amend the comprehensive plan’s future land-use map, recommend rezonings in select locations, and support rezoning requests where residential development is appropriate. On active-transportation connections, Jensen said the action table includes exploring an off‑road shared-use path along Newmarket Creek to improve north–south connectivity off Jefferson Avenue.

Parks and recreation matters also came up: council members raised campground competitiveness, and the City Manager said Parks and Recreation Director Torrance and staff are preparing a report for council with follow-up recommendations.

Jensen closed by reminding the council of next steps: a Planning Commission public hearing scheduled the next evening, continued outreach while staff accept feedback, and a public hearing before council currently scheduled for Aug. 11. "The only limit to our realization of tomorrow will be our doubts of today," she said, quoting Franklin D. Roosevelt.

The work session drew several clarifying requests from council about pedestrian safety, bus-stop siting and sidewalk gaps; staff said those items are reflected in the plan’s actions table and will require further study and interdepartmental coordination. The council did not take a formal vote on the plan at the session; staff will continue outreach and return with formal zoning or plan amendments as needed.