The Northern Virginia Daily

Article date: October 16, 2004

‘Royal Phoenix’ plan approved for Avtex

By William C. Flook

The Front Royal-Warren County Economic Development Authority approved a far reaching conceptual plan for the Avtex Superfund site Friday.

A temporary title, “Royal Phoenix,” has been assigned to the 162-acre project that could potentially include a culinary and wine institute, a 150-room hotel and conference center, an artisan’s center, an environment and economy interpretive center, and sites designated for a wide range of businesses.

EDA Executive Director Paul Carroll said the plan, which has not yet been formally proposed to either the Warren County Board of Supervisors or the Front Royal Town Council, represents at least $120 million in investments.

Royal Phoenix focuses on “mixed-use development,” a combination of technology and hospitality industries.

John LaBarca, the EDA board’s chairman, said the details of the plan may change as the project progresses.

The EDA will seek proposals from marketing firms to help forge the conceptual outline into a marketing plan that would draw developers to the site.

“We’re purposely trying to put this out pretty quickly,” said Carroll, who plans to secure the marketing plan and identify potential investors and developers within five months of hiring a marketing firm.                 

He projected a seven-month period after that to successfully recruit a developer, who would assume control of the project.

LaBarca said the plan, which includes space for “the development, manufacturing and promotion of innovative technologies,” is meant to create and maintain white-collar jobs in the area.

“We’re looking at trying to figure out how we keep good people from leaving,” he said.  “We’re losing a lot of people who go on to college and don’t find opportunity in Warren County.”

The current plan features a 15-acre site for the establishment of a culinary and wine institute, which would offer degree programs and short term courses and feature onsite restaurants to attract tourism.

The hotel and conference center would provide corporate and leisure lodging and conference facilities to visitors.

A 15-acre artisan’s center would include a Virginia crafts retail gallery, a fine arts retail gallery, and a small theater for arts and crafts demonstrations and theatrical and musical performances.

The Interpretive Center for the Environment and Economy would allow space for the Shenandoah Center for Heritage and the Environment to present the history of the Avtex Superfund Site, formerly a massive rayon producing plant shut down in 1989.

Potential programs in the plan include “Camp Innovation,” for Warren County High School students, and an “Applied Foreign Language and Culture Program” that would partner the EDA with local schools to establish a language program for students.