The Northern Virginia Daily

Article Date: November 16, 2004

EDA backs marketing proposal for Avtex redevelopment

 By Jonathon Shacat

The Front Royal- Warren County Economic Development Authority board of directors has accepted a proposal for the marketing and recruitment effort for the redevelopment of the former Avtex Fibers site.

During a meeting Friday, the board selected New York based North American Reality Advisory Services for the project.

Paul J. Carroll, executive director of the EDA, said the board has instructed staff to work with County Attorney Douglas W. Napier to come up with the official agreement.  Both the EDA and North American are expected to sign it by Dec. 1, Carroll said Monday.

On Oct. 15  the EDA board accepted a conceptual plan for the project, which is known as Royal Phoenix.  The project represents a mix-use redevelopment model for the former Avtex Fibers site.  It will be situated on 160 acres.

Using innovative technology and hospitality as its two economic pillars, the project will include space for the development, manufacturing and promotion of innovative technologies, a culinary/wine institute, a 150- room hotel and conference center, and an artisan’s center.

Royal Phoenix will be adjacent to a 240-acre conservancy park, which is currently part of the Avtex cleanup site and owned by the EDA.

“The incorporation of this conservancy park into the development plan will be the realization of the original intent of the local citizen proponents, who wished to see the Avtex site used as an integration of industry and recreation in the rebirth of their community,” an overview of the project says.

The EDA identified and contacted eight firms to request proposals for the marketing and recruitment effort.  Of those, two submitted proposals, including North American and Connecticut based Vita Nuova.

During Friday’s meeting the board heard presentations from Spiros V. Antoniadis, vice president of North American and Michael B. Taylor, president of Vita Nuova, accompanied by Gene Lynch, of Smart Growth Investors. 

Under the strategic marketing schedule for North American, there are three six-month phases, Antoniadis said during his presentation.

During the first phase, the firm will market outreach to public and private resources, refine the conceptual plan and prepare market materials and protocols.

In Phase two, the firm will define potential consortium targets, determine selection criteria, market the concept and conduct site visits and interviews.

Then during the third phase the firm will hold discussion and negotiations, as well as select a consortium.