Several months ago, Valley Forward presented a vision for the Rockledge Inn.   After listening to the concerns of the Fishburn family and our citizens, Valley Forward modified the original concept addressing each concern and ultimately forgoing the inn in favor of a significantly smaller community center.   While the Roanoke community has enthusiastically responded to both the original inn idea and the more recent community center, there remains much misinformation about the Rockledge plan.   We will separate fact from fiction.

Fiction:   Valley Forward wants to destroy and desecrate the mountain.

Fact:   Those against the plan portray themselves as the mountain’s protectors while those who support it are seen as trespasser.   Most members of Valley Forward are Roanoke natives and have enjoyed it in many ways throughout our lifetimes.   We hike it, bike it and a few (of the more ambitious) run up it. We take our kids and out-of-town guests to visit. We love the mountain, but recognize that we can add additional ways to enjoy it, while protecting existing uses. We believe a community center on Mill Mountain will broaden the mountain’s appeal and welcome everyone, including those who have not visited the mountain in many years.  

Fiction: Valley Forward will personally benefit from the Rockledge Plan.

Fact:   Valley Forward has no financial interest.   The community-owned center would welcome every citizen and financially support the zoo and trails.   We would help raise $1 million of the projected building cost of $2.5 - $2.75 million.   This 33-40% “down payment” greatly reduces the risk of failure.   The Mill Mountain Community Foundation would include representatives of the Fishburn family, MMAC, city council, zoo and others and would disburse 100% of profits to mountain entities. With rents from each restaurant and the Fishburn Community Room (free for non-profits), the center would produce $2.5 million over 20 years, $6 million over 30 and $11 million over 40 years.  

Fiction: Valley Forward doesn’t understand the environmental impact.  

Fact:   Valley Forward remains committed to protecting and respecting the beauty of the Roanoke Valley while looking to enhance and add responsible uses to all citizens.   Our inaugural Gallop 4 the Greenways, with generous sponsors and volunteers, raised $35,000 and helped bring the greenway cause much-needed awareness. We ardently support a Carvins Cove conservation easement.    The proposed community center would be a LEED (Leadership in Energy & Environmental Design)-certified building, allowing the Roanoke Valley to make a bold statement about our community’s environmental commitment.  

Fiction:   Citizens are against this plan.

Fact:   An independent poll commissioned by WDBJ Channel 7 found 66% vs. 26% support the project .   The people of Roanoke want this by FORTY POINTS!

For perspective, if this poll were a U.S. presidential election, it would become- by a colossal margin- the most lopsided in history.    (1920- Harding defeated Cox 60.3% to 34.1% or by 26.2 points)

Fiction: The Rockledge Plan is just a restaurant.

Fact:   The plan has 3-parts:   The Fishburn Community Room, designed for community use for civic groups, families, education, and weddings, just to name a few, a casual café for relaxing and enjoying the view, and a memorable destination restaurant. Bike racks and a water fountain would be added.

Fiction: A restaurant on Mill Mountain will fail.

Fact:   Great location, a quality operator and financial strength are critical to success with restaurants. There is a huge difference between a poorly capitalized, inexperienced novice who guesses on location and menu, and a veteran with market research, significant funding, systematic site selection and a proven concept. The first almost always fails; the latter nearly always succeeds. All factors for success are present with Steve Parry of the Bookbinders.

Fiction:   As a public park, no development was ever intended on Mill Mountain.

Fact:   During Junius Fishburn’s lifetime, he allowed the construction of an 88-foot neon star, a fee-generating zoo and the continued presence of Rockledge Inn.   Mill Mountain was, indeed, intended as a “public park,” but Mr. Fishburn’s conveyances specifically include language referencing “developed” and “improved” and mentions “…buildings, structures, and things similar thereto…”  

Valley Forward only asks city residents to consider the Rockledge Plan with an open mind.   We have proposed something we think would benefit all citizens, support other mountain amenities, and make an environmental statement. It’s should be up to the citizens of Roanoke to decide if they want it, or not.  

Respectfully,

John D. Lugar, Chairman

Valley Forward