Welcome > Executive Summary > Keypoints & Data

Primary User Base (Within 5 Minutes)

• 8,000–12,000+ healthcare employees (Carilion system concentration)

• 3,000–5,000+ students (health sciences + nearby campuses)

• Office & professional workforce (Varsity + surrounding complexes)

• Tourism traffic from SpringHill Suites by Marriott Roanoke

Surrounding Economic Activity

Retail & Wellness Cluster:

• Earth Fare

• First Watch

• CAVA

• The Fresh Market

Fitness Benchmark Competitors:

• Club Pilates

• HOTWORX

• Planet Fitness

Conclusion: The market already supports premium wellness spending.

Market Gap

There is no centralized, multi-tenant wellness campus that:

• Integrates fitness + education + healthcare

• Connects directly to the Greenway

• Supports both business operators and community programming

Economic Impact

• Activates a condemned property in a prime corridor

• Supports 10–20+ small businesses/operators

• Drives daily repeat traffic (not seasonal)

• Expands Roanoke’s identity as a wellness + outdoor city

Tertiary Trade Area: Regional Pull

• Blacksburg (via Virginia Tech)

• New River Valley

• Visitors + tourism

Key Insight

• • This is one of the only locations in Roanoke where high-income professionals, students, and active lifestyle consumers overlap at scale.

Primary Corridor: Franklin Road SW (VA-116 / US-220 Business)

Near Development site (Franklin Rd SW – Carilion / Towers area)

• AADT Estimated Ranges: ~18,000 – 24,000 vehicles/day

Closer to Towers / 220 interchange

• AADT Estimated Ranges: ~25,000 – 32,000 vehicles/day

This is considered:

• High-volume arterial traffic for a city Roanoke’s size

• Strong retail + destination viability

Secondary Corridor: Brandon Avenue SW

Near intersection with Franklin Rd

• AADT Estimated Ranges: ~10,000 – 16,000 vehicles/day

Important context:

• This is feeder traffic, not just pass-through

• Brings in:

  • Grandin Village

  • Residential neighborhoods

  • Local workforce

Regional Artery: U.S. Route 220

Near Franklin Rd interchange

• AADT Estimated Ranges: ~35,000 – 50,000+ vehicles/day

• Regional commuter spine

• Pulls traffic from:

  • Cave Spring

  • South County

  • Beyond Roanoke

WHAT THIS MEANS

• Combined Exposure 

When you combine:

• Franklin Rd: ~20K–30K

• Brandon Ave: ~10K–15K

 You’re looking at:

• Estimated 30,000–45,000+ vehicles per day interacting with this immediate intersection

That’s serious visibility for:

• Fitness memberships

• Café traffic

• Event promotion

Traffic Quality (More important than volume)

Bad traffic = Highway-only (fast, no stopping)

Conclusion of Site Traffic for this Location 

• Mixed-use, high-conversion traffic

• Hospital workers

• Students

• Residents

• Fitness consumers

Peak-Time Advantage

Based on VDOT pattern estimates:

Peak hours:

• 7–9 AM → healthcare + commuter flow

• 4–6 PM → peak Carilion + retail traffic

This aligns perfectly with:

• Gym usage

• Classes

• Coffee / smoothie demand