City Market RFP Response Volume 1

Market Plaza: an Urban Mixed-Use Development Proposal for Charlottesville, VA
City Market, Civic Plaza, Retail, Office, Residential & Parking Urban Mixed-Use Complex
Market Plaza Mixed-Use Development

Charlottesville, VA
Volume I: RFP Response
City Market, Civic Plaza, Retail, Office, Residential & Parking Complex
City of Charlottesville City Market/Mixed-use Development RFP Response March 27, 2014
Market Plaza LLC, a Joint Venture led by Woodard Properties Page |1
WOODARD PROPERTIES Phone: (434) 971-8860
224 14th Street NW Fax: (434) 293-2280
Charlottesville, VA 22903 [email protected]
Serving Charlottesville Businesses, Students, and the Community Since

1981.
March 27, 2014
Office of Economic Development

City of Charlottesville, Virginia
P.O. Box 911, 610 East Market Street
Charlottesville, VA 22902
Re: Proposal for City Market/Mixed-use Development
Dear Office of Economic Development Office and City Council,
Woodard Properties and Powe Studio Architects PC are very pleased to submit the enclosed
development concept and financial proposal for the development of “Market Plaza”, an exciting urban
mixed-use building and civic plaza. Market Plaza proposes to accommodate the City Market and an
urban park, a vibrant mix of retail, office, parking, and residential uses on the City owned property (and
adjacent outparcel) in south downtown. Market Plaza stands to enhance the economic and social vitality
of downtown Charlottesville.
Our proposal submission is in two volumes. Volume 1 responds to each of the submission requirements
of the City Market/Mixed-use Development Request for Proposals (RFP), describing our design concept,
and it also includes financial information and extends an offer to purchase the property in a confidential
attachment. Volume II is a larger presentation that provides a series of perspectives and floor plans
illustrating the urban mixed-use plaza, retail, office, and residential building with landscaping and
important connections to downtown.
We look forward to an opportunity to meet with City officials to finalize a development agreement which
is of meaningful benefit to the City and its residents. The submission outlines one approach to structuring
this public/private undertaking, and we are open to refining our approach and proposal though a
collaborative dialog with the City.
Please contact our development team leader Keith O. Woodard at Woodard Properties, or design team
leader Gregory Powe, AIA at Powe Studio Architects PC: 434-316-2525 with any required development or
design information or clarifications. We look forward to an opportunity to present our development
concept and proposal if selected for your further consideration. Thank you for this opportunity.
Respectfully Submitted:
Market Plaza LLC, a joint venture led by Woodard Properties
Keith O. Woodard, Managing Member
Table of Contents
Volume I
Transmittal Letter
Introduction: Team and Concept
1. Programming Needs
2. Environmental Issues
3. Urban Design Guidelines
4. Concept
Concept Description
Guiding Principles Solutions
5. Zoning & Design Review
8. References
In Summary: (Evaluation Criteria)

High Quality Mixed-Use Complex
Financial Benefit
Team Qualifications & Experience
Financial Ability
Volume 1 Attachment: Confidential Financial Sections
6. Purchase Offer
7. Pro Forma
Outparcel Acquisition LOI
Volume II: Concept Illustrations and Plans
RFP Response Organization
Our RFP response is organized, per the RFP, to respond to the eight RFP submission
requirements. The RFP guiding principles are addressed in the section 4 and the four RFP
selection criteria are addressed in the closing Summary section. Volume II provides a series of
perspective images and floor plans of the concept for the proposed urban mixed-use building.
Financially sensitive portions of the RFP deemed CONFIDENTIAL are in Volume I Attachment.
Market Plaza on City Market days
Market Plaza vendor stalls layout on City Market days: 115 stalls on the plaza (49 with vehicles)
Introduction
Our Team: Our total development, design and construction team is Charlottesville based,
offering strong local talent capable of undertaking an important project of this magnitude and
complexity.
Our development team is led by developer and architect Keith Woodard of Woodard
Properties. Keith has focused his entire distinguished career on designing and developing
residential units and commercial complexes here in Charlottesville, VA. His properties now
comprise almost 1000 residential student units in multiple developments and his growing
commercial properties include more than 150 commercial tenants in developments McIntire
Plaza currently undergoing a major renovation and expansion.
Our design team is led by Gregory Powe, AIA of Powe Studio Architects PC’s Charlottesville,
VA studio, in association with local architect Keith O. Woodard, RA and prominent local
colleague Henry J. (Hank) Browne whose distinguished architectural career spans more than 5
decades of architectural leadership in Charlottesville, VA. Greg brings 40 years of experience
designing and managing major projects nationally and internationally, many of them vertical
urban mixed-use complexes. Greg’s architectural design and management portfolio includes
more than 1,200 built high-rise residential condominium units throughout North America, and
more than 5 million square feet of office space. Greg has led such major urban mixed-use
projects as: the 3.5 million SF Reagan Building & International Trade Center, Washington, DC;
San Jacinto Center in Austin Texas which includes a 350,000 SF office building and luxury
business hotel; and the 2 million SF Les Terrasses project in Canada’s Capitol including three
federal agency headquarters buildings and a business hotel with retail and underground
parking.
Our local design team also includes Charlottesville’s most qualified engineering offices:
 structural engineers: Dunbar Milby, Williams Pittman & Vaughan (DMWPV)

 mechanical, electrical, plumbing and fire protection engineers: 2rw
 civil engineers: Timmons
 geotechnical engineering: Froehling & Robertson,
 landscape architecture: Waterstreet Studio
 Specialty technical experts in exterior enclosure design, vertical transportation and
fountain design.
Our construction management will be performed by KBS, Inc. Their Charlottesville office has
about to commence construction of 1000 West Market which is very similar to our proposed
building, apartments over ground floor retail over underground parking, all concrete frame
construction. They have extensive experience in constructing projects of this magnitude and
complexity, including restricted urban sites. Their experience includes many urban mid- and
high-rise apartment buildings throughout Virginia, and numerous corporate and commercial
office buildings and mixed-use complexes.
Brief bios of Keith O. Woodard and Gregory Powe, AIA follow the development description.
Our Development Concept: This submission describes in detail our concept for creating a
vibrant vertical mixed-use complex overlooking a new civic plaza to become the City Market’s
permanent home during market days and a venue for Charlottesville to host festivals and other
events. It will also serve as an urban park for south downtown’s residents, workers and visitors.
Our development concept includes the following vertically integrated dynamic mix of live, work
and play functions:
 Civic Plaza: the proposed “Market Plaza” will provide a half acre focal point for
downtown Charlottesville The brick and stone paved plaza with focal water fountain, will
serve as the permanent home to the City Market, accommodate festivals, and become
an urban park for neighborhood recreation
 City Market: the plaza will accommodate all 115 City Market vendors, with expansion
available in the level below the plaza for another 32 vendors. (Our Second Street
streetscape is designed to accommodate an additional 23 vendors, should the City opt
to close Second Street on market days.)
 Retail: fronting all of Water and Second Streets and also open onto the plaza, are
numerous retail/cafe spaces totaling more than 9,000 LSF
 Office: the building includes workspace for more than 250 office workers in more than
55,000 LSF of class “A” office space
 Residential: 67 luxury condominium apartment units terracing up the top five floors of
the complex, offer a selection of one, two and three bedroom units, many with dens, and
large terraces, all designed for “empty nesters” and “young urban professionals” alike.
 Parking: 102 public parking spaces and an additional 159 spaces for onsite office
workers and residents all provided in three underground levels below the plaza (5 half
levels).
Concept Details: Volume II of this submission provides perspective images and floor plans of
this vertical mixed-use development concept, illustrating the plaza during both City Market days
and weekdays. A more detailed description of the concept is contained in narratives in Volume
1, Section 3. Urban Design and Section 4. Concept.
Market Plaza and retail fronting Water & Second Streets City Market vendor layout: 155 stalls on plaza
Office Level 3 Office Level 4
Level 5 Residential (levels 6 to 9 terrace) Upper parking Level (2 lower levels park over full footprint)
Bio: Keith O. Woodard, RA, President, Woodard Properties

After graduating from the College of Architecture at the University of Kentucky in 1976, Keith O.
Woodard moved to Charlottesville, making a new home here for his family. His first endeavors
were designing and building custom homes, but when interest rates rose to 21% in 1981, it was
evident that Woodard Properties needed a new direction and focus.
Keith recognized the need for quality student housing near UVA and designed and built
Woodard Properties’ first buildings, Cherry Suites, which are still owned and managed by
Woodard Properties. Recognizing the importance of design and location, additional properties
were developed on Wertland Street, Arlington Boulevard, Montebello Circle, Jefferson Park
Avenue, King Street, John Street, and 13th and 14th Streets. Woodard Properties now provides
housing for almost 750 students attending UVA.
In the mid-1980′s, the historic renovation of The Exchange Center on the downtown mall was
completed as Woodard Properties’ first substantial entry into commercial property development.
Additional endeavors included the design and reconstruction of a bed and breakfast inn, the
Independence Resource Center, and several custom homes.
The acquisition and revitalization of Market Square in 2005 and McIntire Plaza in 2007 solidified
the commercial interests of Woodard Properties. Together, with Class "A" office space at 400
Preston, Woodard Properties provides space for more than 150 retail, office, service, and
industrial businesses and non-profit entities in Charlottesville.
In an effort to help with our community’s affordable housing needs, in 2007 Woodard Properties
purchased Dogwood Properties, a long-time endeavor of Eugene Williams. These properties
are now being revitalized so that Mr. Williams’ vision can continue to serve Charlottesville
residents and honor his legacy.
Woodard Properties has supported several local organizations by providing space for the
Charlottesville Community Design Center, UVA dance clubs, a police department sub-station,
and others in addition to financial, hands-on, and in-kind support for a variety of non-profit
organizations, both cultural and housing related.
In 2008 Woodard Properties adapted an open book management philosophy utilizing the ‘Great
Game of Business’, giving all employees a stake in the success of the business. They provide
the commitment, pride, and energy needed to manage, maintain, and develop the properties.
Newer projects include historic renovations of retail and apartments on the Downtown Mall,
apartments on Park Street at Comyn Hall, and on-going additions and improvements at McIntire
Plaza. Woodard Properties has several properties for future development – multi-family, mixed-
use, and commercial. With the continued growth of Charlottesville, Woodard Properties will
continue to strive to provide pleasant environments for residents and businesses to call home.
Keith’s civic activities currently include serving as Chair of the Charlottesville Housing Authority,
bringing his considerable residential architectural and development expertise to this
organization’s affordable housing mission.
Bio: Gregory Powe, AIA, Managing Principal, Powe Studio Architects

Gregory Powe, AIA, NCARB, has more than 40 years of diverse professional architectural
design and project management experience. After graduation from McGill University School of
Architecture (with Distinction) in his home town of Montreal, Canada, Greg served as design
director of an international developer and as a senior design architect and project director with
architecture firms in Texas before becoming Managing Principal of a number of regional offices
of major national architecture and A/E firms in his 25 years in Washington, DC. Greg opened his
own office focused on urban architecture in the early 2000’s in DC. Now residing in the
Charlottesville area, Greg opened a Charlottesville studio to focus primarily on urban mixed-use
opportunities in his new home town and on historic adaptive reuse facilities.
Greg is a strong advocate for urban architecture which he defines as buildings with a mix of live,
work and play activities which not only creatively resolve their internal uses, but also contribute
to the vitality of their urban neighborhoods. He has led many successful public/private ventures,
bringing private expertise to public real estate needs. His design expertise includes multifamily
residential (more than 1,200 built units), office (5+ MSF), hotel, and retail, often in urban mixed-
use complexes, and cultural and institutional facilities, in both new urban infill buildings and in
adaptive reuse projects within significant older buildings, often historic.
Greg’s experience of relevance to the Market Plaza urban mixed use complex includes:
Ronald Reagan Building & International Trade Center, Washington, DC; Project Director for
the 3.5 million SF mixed-use complex including 2 million SF office component, international
trade center, retail, and 2400 car parking complex, for General Services Administration, a
public/private venture
San Jacinto Center on Town Lake, Austin, Texas, an urban mixed-use complex including a
300 room Four Seasons hotel plus twin 350,000 SF office towers, for Southland Realty
Harbour Square Waterfront Mixed-Use Complex, Toronto, Ontario: 1000 room luxury hotel
and conference center, 3 phases of high-rise condominium residential towers, each 600 units.
Les Terrasses de la Chaudière Complexe, Hull, Québec, Canada, a 2.0 million SF three
government headquarters office buildings plus hotel complex, with retail and underground
parking, for Campeau Corporation, a public/private venture
Republic Plaza Office Building, Austin, Texas, 120,000 SF urban office tower with garage
TeleCommunication Systems Headquarters, Annapolis, MD, 150,000 SF corporate
headquarters office campus complex for TCS and Mesirow Stein, a BRAC public/private venture
Bayou Bend Towers Condominium, Houston, Texas, a 110 unit luxury high-rise
condominium, for Campeau Corporation
Calvary Place Permanent Supportive Housing, Washington, DC, an 80 studio apartment
complex for formerly homeless persons, with supportive social services, for United Methodist
Church
La Tour Condominium, Dallas, Texas, 160 unit high-rise condominium for Campeau
Corporation
Spires Condominium, Houston, Texas, 40 story 320 unit high-rise condominium tower
Section 1: Programming Needs

Market Plaza is designed to accommodate all of the current 115 City Market vendors and to
include a minimum of 102 public parking spaces a in an under-plaza parking garage,
capitalizing on this key downtown property to with the development of a vertical mix of retail,
office, residential and parking components which will help to strengthen the entire downtown
area (and provide significant new tax revenue to the City.)
City Market: The proposed Market Plaza mixed-use development will provide a permanent
home for the Charlottesville City Market, accommodating all of the existing 115 market vendors
on a new civic plaza. There is an option to accommodate a further 32 vendors within the Water
Street level of the parking garage on weekends. Our vendor plaza plan also illustrates another
possible market expansion, should the City consider closing Second Street during market days
to accommodate an additional 23 vendors.
A portion of the plaza market space can be enclosed to accommodate up to 40 of the market
vendors in an indoor/outdoor space. This “Market Pavilion” could become an urban market open
daily year round, should some vendors choose to organize as a cooperative and lease this
space from the developer. The pavilion space can be accessed from the plaza and also through
a Second Street entrance and stairway down to this plaza level, large glass roll-up doors
fronting both the plaza and Second Street can open this 22 feet high pavilion space on market
days and other days, depending on the weather.
Market Stalls w/ truck w/o truck Total Vendors

Plaza 48 25 73
Pavilion 42 42
Total Plaza Vendors 48 67 115
Water St Lower Level 20 12 32
Total on-site Vendors 68 79 147
Second St Option 17 6 23
Total w/ Optional Expansion 85 85 170
Our team invited representative market vendors and members of the Board of Market Central to
meet with us in a focus group session to solicit initial feedback on the concept for City Market,
the plaza layout, the indoor/outdoor market pavilion potential for a daily year round cooperative,
possible expansion in the upper garage level, and the possibility of expanding into Second
Street on market days. Initial excellent feedback identified some operational issues we shall
resolve. The group seemed not to favor expanding beyond the plaza, the permanent daily year
round Market Pavilion was interesting but requiring further vendor consideration. We shall work
further with the wider vendor group once the proposals are made public.
Market Plaza LLC, a Joint Venture led by Woodard Properties P a g e | 10
Plaza vendor plan = 115 vendor stalls Upper parking level option adds 32 vendor stalls
Second St expansion option adds 23 stalls
Public Parking: Market Plaza will include a three level (5 half level) parking garage below
grade under the new civic plaza. Our plans currently include approximately 261 total parking
spaces with a minimum of 102 public parking spaces, one reserved space for each of the 67
planned residential condominium units (including possibly some tandem spaces). 90+ spaces
will be reserved for office workers who lease space within the complex during the workweek
(available to the public on evenings and weekends). One option being considered if for up to 28
of the reserved resident spaces to be tandem spaces.
Optional
Parking Spaces Single Tandem Total
Level P-0 31 31
Level P-1 29 29
Level P-2 33 33
Level P-3 65 14 79
Level P-4 35 35
Level P-5 68 14 82
Total Spaces 261 28 289
Water Street parking level
Two levels below: park the entire footprint
Vertical Mixed-Use Development: In addition to providing a new civic plaza focus for
downtown Charlottesville to accommodate the City Market and other civic and recreational
functions, our development proposal recognizes the significant value of this property to further
enliven downtown Charlottesville. We therefore propose a nine story “L” shaped vertical mixed-
use building fronting the plaza and along Water and Second Streets, to bring more than 250
new office workers and more than 100 new residents to this downtown neighborhood, provide
new retail space fronting all of Water Street and Second Street and accessible from the plaza,
and replace all of the public parking, with additional spaces for onsite tenants and residents.
This added activity will not only enliven the downtown area south of the Mall, but these new
workers and residents will provide added activity for existing downtown businesses.
Our vertical mix of uses is layered as follows:
Civic Plaza: the focus of the complex, the new permanent home for the City Market and also
accommodating other civic and recreational events, more than half an acre, +/- 32,000 GSF
Retail: retail and café spaces stepping up the entire length of Water Street, also fronting
Second Street, most being through spaces which also front the civic plaza, +/- 9,800 GSF,
+/- 9,800 LSF
Office: two levels (and a partial 3rd) providing new Class “A” office space to accommodate more
than 250 new downtown office workers, +/- 58,000 GSF, 51,500 LSF
Residential: 67 luxurious condominium apartment units in a mix of one, two and three bedroom
units, many with added dens, all with balconies or terraces, some of which are spectacular
outdoor living areas, +/- 89,000 GSF, +/- 82,000 LSF
Parking: as described above, 102 public spaces ,67 spaces reserved for residents and more
than 90 spaces reserved for onsite office workers during business hours (public on evenings
and weekends), 261 total spaces (plus possible additional tandem spaces), +/- 84,000 GSF
Site plan illustrating terraces and stepbacks
Current conceptual plans illustrate gross building floor areas by function and by level
summarized as follows:
Building Function Resident Office Retail Plaza Parking Total GSF

Level 9 Apartment 13805 13805
Level 4 Office 23750 23750
Level 2 Retail 9450 9450
Plaza Level 1300 1300 6350 32700 41650
Ground Level 960 1400 3450 29600 35410
Parking Basements 54600 54600
Total GSF 89785 58100 9800 32700 84200 274585
Current conceptual plans illustrate the following mix of leasable (or saleable) building floor
areas per function per level:
Building Function Resident Office Retail Total NSF

Level 2 Retail 8200 8200
Plaza Level 6350 14150
Ground Level 3450 3450
Parking Basements 0
Total GSF 82380 51550 9800 151530
Section 2. Environmental Issues: Sustainability

As designers and developers of the built environment, we must be responsible stewards of the
environment. The following considerations are important to our concept. Should we be the
selected to develop and design this major project, we shall focus on a detailed analysis of these
and other crucial environmental approaches.
Storm Water: The entire existing site is completely impervious, so all rain water currently
must be removed via the City’s storm water (sewer) system. Our goal will be to retain and/or
detain all storm water on site to reduce the existing load on City storm water sewer system.
Our proposed concept has three site coverage conditions, each of which will be engineered
to detain and/or retain storm water:
1. Civic plaza: more than a half acre of brick and stone pavers accommodate the City
Market activity. We intend to collect all rain water and store it on site for reuse for our
irrigation system. We are investigating whether it is practical for some of this plaza
surface to be a lawn area and still accommodate market stalls and vehicles on market
days, so our current plaza design shows a broad border of lawn with stone pavers on
the two perimeter sides of the plaza.
2. Building Roofs: we step the building back in multiple places to scale back the massing,
particularly off of South Street, also off of Water and Second Streets. These terraces will
all be accessible for residential unit exterior use. The roof of the building will also have
paved areas, some shaded with trellises, for resident recreational use. We shall
evaluate using a green roof planting system for the remaining roof, to provide a storm
water detention system and to cool the habitable space below, irrigated during dry times
by a water retention and recycling system.
3. Water and Second Street Pedestrian Spaces: We are proposing a generous 15 feet
landscaped space from face of building to edge of curb on both Water Street and
Second Street (10 feet setback from property lines) provide generous sidewalks, and
introduce large landscaped areas and trees. On Water Street we propose a double row
of Gingko trees between which the pedestrian sidewalk will climb Water Street.
Outboard of the sidewalk, we propose a 5 feet wide green border which will capture rain
water from the street to serve as a bio-filter for this water, filtering it through the planting
beds (with stepped water weirs during heavy rains). This bio-filter system will clean the
water which will be collected and retained in onsite cisterns for reuse as irrigation water.
On Second Street we propose a wide sidewalk immediately adjacent the curb (to
provide the option for the City to increase market vendor capacity by utilizing a closed
Second Street on City Market days for an additional 23 stalls). Inboard of this sidewalk,
we propose general planting beds against the buildings with a row of Maple trees to
provide a softening and greening of Second Street, all irrigated through our rainwater
recycling system.
Energy Reduction: We are currently illustrating a number of energy reducing methods for
this mixed-use complex, including:
 Energy efficient systems: one of the advantages of combining various uses within
a single complex is to take advantage of different energy demands at different times
of the day by various uses. Our mechanical system will consider using central
heating and cooling sources to take advantage of differential heat gain and loss
between uses and between the different building exterior exposure orientations.
 Solar Shading: Our concept currently includes solar shading (brise-soleils) over the
floor-to-ceiling glass wall on the plaza-oriented sides of the residential building, to
reduce solar gain during hot summer months while permitting more sun during the
cooler seasons. We will also evaluate using low emissivity (“low-E”) glass, with
properties that dramatically reduce the solar rays which produce solar heat gain,
while still providing a clear un-tinted view and appearance.
 Materials Sourcing: Our selections of building systems components, and natural
and man-made materials will be made ever conscious of priority sourcing locally and
regionally to reduce environmental impacts due to transportation of these products
to the site.
 Pedestrian Orientation: one of the values of urban mixed-use downtowns is the
ability to live, work and play in a totally walkable pedestrian environment, thus
reducing the use of fossil fuels to power our vehicles. We will provide automobile
recharging stations in our garage for electric vehicles and bike racks to help facilitate
bicycle use in lieu of cars.
 Other “Green” Measures: as we develop our building systems we shall look at a
multiplicity of other energy saving measures, from low flow plumbing fixtures to solar
tubes and other natural lighting devises to keep our energy demands low.
Subsurface Environmental Considerations: The City requirement to replace 102 surface

parking spaces plus our onsite use demands will require an underground parking structure
descending two full levels below the low street point at Water and First Streets.
No geotechnical, utility or water table information has been provided in the RFP package, so
this proposal makes educated assumptions on subsurface conditions based on nearby projects.
Once selected, our team will immediately undertake geotechnical and environmental subsurface
exploration (soils borings) to identify any possible soils contamination, soils challenges for
building foundations, high water table issues (Water Street is aptly named) and underground
utility conditions and locations.
With these subsurface unknowns, our proforma and resulting calculated land value assume
minimal issues requiring costly resolution, and our team is prepared to remediate unknown
conditions, but the costs related to these kinds of unforeseen conditions may impact the
resulting final land value.
Section 3. Urban Design Guidelines

As in any key urban site, there are many influences on and surrounding a property which help to
shape great urban places. Some of the influences which guided our proposed vertical mixed-
use building are described herein. These address each of the bullet points listed in the RFP.
The entire development is designed around a civic plaza centerpiece, the building massed to
maximize the plaza area and to assure that the south (and east) facing plaza is in sunshine,
particularly on market mornings.
The urban design of the proposed complex recognizes the principals of urban design excellence
as articulated by such City documents as the Comprehensive Plan and Corridor Study
referenced in the RFP.
Required street relationships and connections: The Mall, which is correctly viewed as the
center axis of Charlottesville’s downtown brings retail focus to our downtown, tying the
downtown together in its east-west orientation.
First Street: The property assembly of this project fronts on First Street, the north-south
axis where west and east downtown come together. With this project providing a major
anchor to the south side of downtown through its centerpiece civic plaza and its critical
mass of live, work and play spaces, it suggests that First Street become an effective
north-south cross axis to the east-west Mall axis, linking this site and its neighborhood to
the Mall activity. This more effectively connects the north and south downtown
neighborhoods, with the prospect for extending the First Street pedestrian mall further
southward to stimulate further growth of this “strategic investment area”.
We therefore accept the option to acquire the development rights of the First Street right-
of-way to facilitate this north-south pedestrian “mall” perpendicular to the existing east-
west “Mall”, to expand the civic plaza beyond the property (and parking beneath), ready
to be further extended into the full block future development site to the east (existing
private surface CPC parking lot block).
Water Street fulfills the same east-west connectivity arterial role as Market Street does
just north of the plaza. The street is lined along most of its north side by 3 story historic
masonry buildings, mostly commercial at street level, beginning the potential for Water
Street as an effective commercial street, but currently with large gaps due to the open
lots (and modest commercial activity along the two block long garage to the property’s
east). Our concept provides a three story urban street wall, brick with punched windows
similar in scale and detail to the historic neighbors across the street, articulated as
individual 30 feet wide building “retail” elements, animated at ground level with
transparent storefronts along its block long frontage (which climbs a challenging 16 feet
in grade across this block). The main building above this three story base steps back
from this base to reduce its impact on the street, further stepping back on each of
the top two floors which recede beyond view from street level. The landscape character
we propose along this frontage includes a dramatic double row of Gingko trees between
which the sidewalk is aligned, with generous plantings either side of the sidewalk,
introducing another pedestrian scaled series of “softscape” elements to further modulate
the scale of the building.
Second Street is of a notably different scale than Water Street, having a narrower public
street right-of-way, with much of the other side of this street being two stories,
sometimes historic, formerly single family residences. Our response to this scale and
character is to reduce the scale of the projected base of the building to a two story brick
base, articulated in 20 feet wide separate building facades, with ground floor retail
storefronts, a generously wide pedestrian sidewalk (helping facilitate using Second
Street for possible expansion market vendor activity) and wide heavily planted building
front yard, with beautiful vertical maple trees helping further modulate building scale,
with the top two floors stepping back to not be visible from the street.
South Street is lined on its south side by historic warehouses. Our building massing
steps back as it rises from its three story base on South Street, with a series of stair-step
south-facing terraces (wonderful 12 feet wide residential patios), reducing the scale of
the building in line with the 3 story buildings across this narrow street. Our plaza
deliberately orients southward to maximize sun in the plaza, with its south edge along
South Street being framed by vertical columns to accommodate lighting, sound, security,
banners and the solar sail sculptural elements which shade portions of the plaza.
Building Frontage: As discussed above, the “L” shaped building fronts primarily on Water and
Second Streets, with the building mass expressed as a three story brick base on Water Street
expressed in 30 feet wide building fronts, and then further reduces its scale on the narrower
quieter Second Street as a two story brick base with 20 feet wide building elements. Then the
main building steps back for the six upper stories, with each of the top two stories further
receding creating terraces, with both facades echoing similarly scaled buildings across the
streets. The ground floor facades on both streets are inviting transparent glass storefronts, with
each module architecturally detailed individually for visual variety, identity and richness.
Landscaped areas in front of the building facades and generously planted rows of trees further
modulate and soften this urban façade.
Parking: Our concept turns the blight of an open city parking lot, (awkwardly graded to
accommodate the significant topography across the block), into a wonderful civic plaza to house
both weekend City Market days and weekday civic and recreation functions. We replace these
parking spaces by constructing a three level (actually 5 half level) underground parking garage
under the plaza and building, replacing all 102 current surface public parking spaces plus
adding another +/-160 spaces for our new building users. With all four street frontages
important, and challenging street grades, we cross the pedestrian sidewalk at only one location
to enter the garage. This entrance is from the primary arterial Water Street at its lowest
elevation near First Street.
Loading and Service: Because of the high visibility of all four of the streets surrounding, there
is no obvious “back” of the building for service and loading access. The current concept
anticipates vertical transportation channel from the residential, office and retail/plaza levels
down into the first parking level with trash chutes and service elevators. We are maintaining a
high ceiling height in this upper garage level, accessible at grade off Water Street, with the
intent to remove trash through the garage during off hours. Similarly we shall study the
feasibility of providing daily deliveries and infrequent building move-ins through this garage, and
if this is insufficient, we shall need to define a designated loading dock, ideally near the interior
corner of the “L” Shaped building where elevator cores are located to handle loading. (Since this
would place loading on Water or Second Street which are envisioned as pedestrian spaces, it
would be preferable to try to make the garage location feasible.)
Street hierarchies: We address the relationship of Market Plaza and building to its four
surrounding streets and their differing hierarchies and characters and functions, in the detailed
narrative “Required street relationships and connections” above. The building functions,
massing, and architectural and landscape character of each of these four streets are described.
Required open space for development: The centerpiece of this development is a new civic
plaza (we have named it “Market Plaza”) which not only will house all existing 115 market
vendors on City Market days, but which will serve as a gathering place for downtown outdoor
festivals and other programmed events, and as an urban park for quiet family, office worker and
resident recreation. A water fountain with a series of water jets, with water pooled in a very
shallow plaza recess (a couple of inches depth maximum), is able to be turned off on market
days. The plaza is oriented southward to catch the sun, with the “L” shaped building surrounding
the plaza to the north and west, fronting on Water and Second Streets. Two canvas sculptural
“sail” elements swill soar over portions of the plaza, providing shade for market customers and
vendors and plaza recreational visitors.
The City Market requires about a half-acre of flat unobstructed plaza onto which to set up 115
stalls (many with vendor vehicles which serve as their inventory storage). We propose to utilize
the Charlottesville Mall 4” by 12” brick paver, laid in a 10 feet square herringbone grid (the
market stall module), with a second complimentary brick color to differentiate between
circulation and stalls on market days, and to provide and interesting plaza geometry for visual
interest year round. The central fountain feature will utilize a stone paver pattern to form the
very shallow ponding area, sufficiently flat (recessed jets) to allow total vendor and vehicle
accessibility on market days. We are studying ways to structure lawn areas which can withstand
the occasional market vendor truck access, to soften the plaza with natural planting, none of
which will obstruct the necessary flat plaza expanse which the market requires.
Our decision to close the First Street right-of-way both accommodates a sufficiently large plaza
area for the City Market and facilitates a new cross axis north-south pedestrian “mall’ to better
tie north and south downtown neighborhoods.
Building character: There are three primary building-to-surroundings relationships, each of

which is expressed differently in response to these varying conditions:
Water Street and Second Street frontage: As discussed in “Required street relationships”
narrative above, the building fronts retail space on both of its street-oriented facades, with
the building base being of brick expression with “punched windows” reminiscent of typical
“Charlottesville Mall” facades, articulated in three story thirty foot wide “facades” of differing
architectural expression, brick detailing and color along Water Street and in a two story 20
feet wide module on narrower secondary Second Street, with ground floor animated
transparent storefronts.
Water and Second Street Residential Component: above the three and two story
projected brick commercial base of the building along Water and Second Streets, the
building steps back so that the projecting base maintains the appropriate street scale, with
the upper building expressed in detailed brick and glass facades, a clean modern
expression but respectful of the scale and character of the historic downtown, with vertical
brick pilaster rhythm, projecting balconies, different fenestration patterns expressing floor-to-
ceiling glazed living room walls and punched bedroom windows, and the entire building
stepping back a further five feet at each of its upper two floors, (receding from view from the
streets)..
Plaza Elevations: the “L” shaped building overlooks the west and south sides of the plaza,
removed from the historic city streets. Here our concept proposes very clean contemporary
transparent floor-to-ceiling glass curtainwall expression, capitalizing on the great plaza and
horizon views, articulated with solar shades projecting at each floor line, projecting balcony
rhythm, and slab and column cover gridded pattern across each façade. The brick base
extends around the plaza, providing a more pedestrian scaled brick detailing richness and
reducing the scale of the overall building as it relates to and reinforces the centerpiece civic
plaza.
Structure height: One of the three key requirements of the City’s development RFP correctly
requires that the vertical mixed-use development “recognizes the value of the Site as one of the
few remaining undeveloped sites in the downtown area”. We concur that this key property, in
addition to accommodating the City Market, should maximize the asset by creating a significant
“critical mass” of uses to bring further vitality to our downtown.
The most successful downtowns are a vibrant mix of live, work and play activities, integrated to
complement one another in “synergistic” ways, to increase the (commercial) viability of the City
by providing more customers for the downtown retail, eating and entertainment venues by
bringing more office workers and residents downtown. In turn this enhances the quality of the
urban environment of residents and workers though an active walkable urban neighborhood.
The proposed “L” shaped nine story building framing the south facing half-acre plaza, tiers uses
with ground floor retail and plaza, two stories (and one inserted partial level) of office space for
250 workers above, with five terracing levels of 67 condominium apartments bringing more than
100 new residents to live downtown. We propose articulating the tower with commercial brick
base projecting out from the building to reduce street scale to reflect the scale of the existing
neighborhood buildings. The concept recesses the main building facades and articulates the
façades to the city’s detailed scale on its street fronting facades, further stepping back to top
two floors to recede from street level view, all to modulate the scale of the major complex to
appropriately integrate into the downtown “brick scaled” buildings.
Site requirements, maximum grades: the property which accommodates a full city block plus
First Street right-of-way, (including acquiring development rights to the outparcel) has a
dramatic change in grade, rising 16 feet along Water Street from First to Second Streets, then
an additional 4 feet rise up Second Street to the corner of South Street, then dropping down 8
feet to the corner of First and South, then back down 12 feet to the corner of First and Water
Streets. The civic plaza required to accommodate the City Market is more than a half acre and
should best be “flat” to provide full flexibility and accessibility to vendors, vendor vehicles and
customers, including accessibility for all. We have set the plaza at the Second and South Street
corner to average the relationship to Second Street (8 feet above the plaza) and Water at First
Street (12 feet below the plaza) our concept proposing a grand stairway aligned with the
centerline of First Street to bring pedestrians up from Water Street onto the plaza (the plaza
elevation being similar to that of the Mall at First Street). There is also a conveniently located
pedestrian elevator at this corner for ADA access for families with strollers and all of those who
cannot negotiate the stairs up to the plaza. We step the retail facades up Water Street so that
each space is entered at grade, similarly stepping up along Second Street. We access the
garage at the low point of the site, off Water Street near First Street, tucking the upper garage
level under the plaza level (including into the First Street right-of-way). These design decisions
overcome the grade challenges and provide an accessible horizontal unobstructed plaza,
interesting streetscape, and functional building.
Building elevations: as described above in both the “Building Character” and “Street
Relationships” sections, the building architecture responds to the varying conditions around the
site and presents a respectfully modern building, appropriate and compatible with the scale and
predominantly brick character of historic downtown Charlottesville, respectful of the buildings
across Water, Second and South Streets. The base mass of the building as it fronts Water and
Second Streets, projects the retail/commercial base out and the main building above recedes, to
provide a pedestrian scaled base of brick and glass of similar expression to downtown Mall
architecture, three stories and in 30 feet wide building components on Water Streets, with
varying fenestration, brick and cornice detailing and brick color for each building façade. A 20
feet wide and two story base on Second Street to acknowledge the reduced scale and character
of Second Street, with the building dramatically terracing back off of South Street so that it is
only 3 stories on South Street to correspond to the warehouse architecture across the street.
The main building facades above the commercial projecting building base on Water and Second
Streets are expressed in clean modern brick and glass façades, detailed and articulated to an
appropriate scale for the downtown, with vertical pilaster rhythm, differing fenestration patterns
for living rooms and bedrooms, with projecting balconies to further break down the scale of the
facades. On the plaza side, above the articulated brick base, the building wall is a floor-to-
ceiling glass curtainwall, with grid of column and slab covers, providing spectacular sunny
residential spaces within, the facades articulated further with solar shades at each level and
projecting balcony pattern.
Sustainability: In addition to the urban design principles listed in the RFP we value
sustainability goals at an urban design scale (as addressed in the environmental section of this
submission) which also describes the “hardscape” and “softscape” approaches to make this a
more sustainable, pedestrian-scaled and warm welcoming “place”.
Water Street design includes two rows of Gingko trees with sidewalk between, outer planting bed serves as
bio-filter collecting, cleaning and storing storm water, with inner planting bed adjacent the building base with
retail entrances, 3 story commercial base with 30 feet wide retail fronts (office building entrance in
foreground)
Second Street places wide sidewalk adjacent the curb for potential market expansion stalls in closed Second
Street, with wide planting bed with row of maple trees adjacent the building, 2 story retail base with 20 feet
wide retail fronts
Three story projected brick commercial base with individually detailed brick and glass storefronts main
building receding above. Grand stairway aligned with First Street leading up to the market plaza
Section 4: Building Concept
View of building from plaza side from corner of First and South Streets. Brick retail/office base with glass
curtainwall residence facades above, residential terraces stepping back from South Street
View of complex from Water and Second Streets, 3 story commercial base on Water (to left) and 2 story base
on Second Street, main building recedes from retail/office base, further terracing back on each of upper two
levels; a modern brick expression of the building, highly articulated, with similar scale to downtown
Charlottesville brick architecture.
Market Plaza is a proposed vertical urban mixed-use building with residential, office, retail and
parking, focused around a dramatic half acre civic plaza which will be home to the weekend City
Market, City festivals and other civic events, and an urban park for weekday recreational
activities. The mixed-use functions will be vertically layered as follows:
 Market Plaza: the focus of this destination complex is a half acre civic plaza designed to
be the home of the City Market on market days, and used for festivals and family
recreational activities during the other days of the week, oriented southward and
eastward to capture the morning sun, and accessed by a grand stairway directly aligned
with First Street which will be closed to extend the plaza. Above the brick and stone
plaza will be two canvas “sail” sculptural elements providing partial shade for market
goers and vendors and weekday visitors alike. The weekday focus of the plaza is a
water fountain with several programmable vertical water jets contained in a very shallow
pool flush with the plaza, able to be turned off for full plaza access to market vendors on
market days.
 City Market: On weekends, the civic plaza is designed to accommodate 115 market
vendors (49 with vehicles), 40 of which are located in an indoor/outdoor “market pavilion”
at the west end of the plaza. An additional 32 vendors (20 with vehicles) can be
accommodated in a Water Street level area by converting the upper level public parking
spaces each weekend, (with additional parking spaces available within the garage for all
vendors without vehicle spaces,) for a total on site market of 144 vendors (69 with
adjacent vehicle spaces, with garage parking available for other vehicles). The Second
Street landscaped setback is designed in anticipation of closing the street on market
days to accommodate an additional 23 vender expansion (17 with vehicles).
 Retail: Stepping up Water Street are four retail/café spaces which also open out onto
the plaza. The Market Pavilion, accessed off the plaza and from a Second Street retail
building entrance, provides the opportunity for up to 40 of the market vendors to operate
a permanent year round indoor/outdoor market space, able to be opened up on warm
sunny days and on market days.
 Office: above the retail on levels 3 and 4 (and a partial level 2), accessed off a Water
Street lobby, is 50,000 SF of Class A office space, bringing as many as 250 office
workers downtown.
 Residential: 67 luxury condominium apartment units terrace up from level 5 through

level 9, with green rooftop terrace above. The residences will be a mix of contemporary
one, two and three bedroom apartments, many with dens, some with large terraces, all
with spacious balconies, designed with both “empty nesters” and “young urban
professionals” in mind.
 Parking: accessed from Water Street near First Street (at the site’s lowest street
elevation) is a parking garage directly under the plaza which extends into the First Street
right-of-way, extending down another two full levels (5 half levels) below Water Street,
providing a minimum of 102 public parking spaces, with an additional 67 reserved
spaces for residents (some of which may be tandem spaces) and approximately 90
spaces reserved for office workers during regular office hours (current total parking
count is 261 parking spaces).
 Streetscape: The building is set back a generous 15 feet from both the Water Street
and Second Street curbs, with the sidewalk climbing Water Street between two rows of
Princeton Sentry Gingko trees, with a planting row outboard of the sidewalk functioning
as a bio filter and capture storm by channeling street rainwater through green planting
beds, with further plantings and entrances inboard of the sidewalk. (Storm water will also
be captured and recycled from the plaza and used for on-site planting irrigation). The
Second Street sidewalk is wide and curbside to accommodate additional market
shoppers, should the city opt to close the street to expand the market to 22 more
vendors on weekends, with wide planting beds and a row of Bowhall Red Maple trees
adjacent the building.
Guiding Principles
The following summarizes the concept, addressing each of the “Guiding Principles” contained in
the RFP.
Vision & Financial Resources:

Our vision for “Market Plaza” is to create a new public focal point for downtown Charlottesville, a
wonderful civic plaza to both house the City Market on market days, and to be available to
festivals and other citywide events, and providing an urban park in the center of the south
downtown neighborhood for recreations. Surrounding this plaza on two sides, we envision an
exciting vertical mixed-use development to accommodate more than 100 new downtown
residents in 67 apartment units, more than 250 new office workers in 55,000 SF of Class “A”
office space, and new retail and café spaces lining Water and Second Streets, also opening
onto the plaza. We propose creating a north-south mall extension extending south from the Mall
to the plaza and beyond, linking north and south downtown neighborhoods and helping
stimulate further growth south of the site in this “strategic investment area”.
Woodard Properties has a proven track record in developing significant residential and
commercial properties throughout its home town, Charlottesville. The financial section of this
proposal (Section 7 Proforma) presents our proforma for this project, documenting its financial
viability. The company has a strong track record in obtaining financing for all of its work though
local banking sources and occasionally with joint venture investment partners. Keith Woodard
may bring in a joint venture partner(s) to further strengthen the financial strength of this local
team.
Competitive Price Purchase Offer: The proforma generates the property value our
development can support. The value we offer the City goes beyond the initial purchase price of
the property, the proposed development generating significant new property tax income as well
as retail sales taxes.
Also significant are the economic benefits and positive social impacts of bringing more than
100+ new residents and more than 250+ office workers downtown, providing new customers to
further enliven the existing downtown businesses, and stimulating further downtown movement
as the city enhances the downtown as an exciting a place to live, work and play.
Project Schedule: Beyond the selection and negotiation process schedule to designate our
team as project developer, we shall need to refine our schematic design, proceed through both
Board of Zoning Adjustment and Building Architectural Review processes, (assume 3 months)
then our design team will require an additional 6 or 7 months to produce construction
documents, two months for our contractor to permit and bid the project, and 18 to 20 months to
construct the building, for a total of approximately 28 to 30 month period from selection to
completion (assuming reasonable approval times and minimal unforeseen subsurface
conditions).
First Street ROW: Our proposal intends to include acquiring the development rights for the First
Street right-of-way to accomplish a number of project goals including:
 Creating a north-south pedestrian “mall” more strongly linking the north and south
neighborhoods of downtown, with the prospect of further extending this north-south
linkage to help stimulate further development in the Strategic Investment Area
 Increasing the area of the civic plaza to accommodate all 115 market vendors on this
new civic plaza on market days
 Extend the underground parking structure into this right of way proving more parking
spaces without further levels to be excavated (into unknown geotechnical and water
conditions)
 Provide the ability to extend the plaza and the parking garage eastward if/when the
adjacent full city block is developed, and to link our parking to the adjacent parking to
permit entrance off of Second Street SE at the two block lowest point in this sloping site.
Note we intend to not obstruct the vista down First Street with any building component.
Neighboring Properties: We have entered into an agreement with the owners of the outparcel
in the southeast quadrant of this city block to acquire development rights of this parcel to permit
a full block development of this valuable underdeveloped block. (See confirmation from 100
East South LLC in the proforma section of this proposal.)
We have been in constructive dialog with the owners of the adjacent full city block directly east
of our development site for some time now, (the open parking lot owned by CPC Inc.), having
presented a concept to them last year to develop their block (in a joint venture, a land lease or a
property purchase agreement) into a vertical mixed-use complex concurrent with developing the
City’s City Market block (should we be selected by the City for their site).
A copy of one of the plans of this two block integrated complex concept follows. We envision the
benefit of extending the plaza into this second block and to connecting the parking to provide
garage access for all off of Second Street SE. We anticipated a complimentary mix of
residential, office, retail (and a possible hotel, depending on the outcome of the Landmark Hotel
property) on these two blocks, with underground parking for all.
Two Block Vertical Urban Mixed-Use Complex Concept

(as presented to adjacent parking lot block property owners)
Two Block Mixed-Use Complex Typical Floor: City Market block to left (west), CPC parking lot block to right (east)
West-East Building Section looking north
West block South-North Section looking west East Block North-South Section looking east
This dialog continues with the property owners of this adjacent full block. They have indicated
that their Board is not prepared at this time to develop the property but we continue to explore
the development opportunity. We have designed the Market Plaza concept so that it can be
readily expanded into a second phase development of this second full block, with plaza and
parking conceived to be easily extended eastward. We have shared our concept with CPC prior
to submitting this RFP response and shall continue to work cooperatively to be in position to
work with CPC at some later date when they are prepared to joint venture, lease or sell this
property.
Site As Is: The RFP provides no information on the subsurface geotechnical conditions, and
environmental issues which may be present, any water table issues or any location information
on underground utilities. Our development team is prepared to manage any unforeseen site
conditions (geotechnical, water table, environmental contamination, utilities relocation) which
may be encountered, but since no information has been provided, we have made assumptions
on these issues and have based out proforma on these assumptions, which in turn lead to the
land value offered for the City’s property assembly. We shall immediately perform a
geotechnical investigation of the property as soon as we are selected and also perform some
further utilities investigation work to determine all utilities which may need relocation and/or
upsizing. The cost of any significant unforeseen conditions may have an impact on the ultimate
land value, and hence our property value offered may require an appropriate adjustment to fund
unforeseen remedial actions.
Water Street Mixed-Use Corridor: We have reviewed the Water Street current zoning, the
comprehensive plan, the corridor study for this area, and the strategic investment area plan, and
we have applied urban design best practices to our concept to respectfully and thoughtfully
integrate our proposed major development into the south downtown neighborhood in a way to
provide a centerpiece for the neighborhood and to provide a catalyst for further positive growth
of and vitality for downtown Charlottesville.
Urban Design: In Section 3 of this RFP response we outline our urban design approach in
detail, addressing all urban design issues highlighted in this RFP.
The following pages provide perspective views of the building and plaza, including the plaza on
City Market Days and weekdays. Some of the primary floor plans follow.
Volume 2 of this submission is a large format book of perspectives of the building, illustrating
the massing and architectural expression of the building and plaza, and including plaza
illustrations on both City Market days and as an urban park on weekdays, also including building
floor plans of the principle levels of the building complex.
View of plaza on weekdays: urban “park” with water fountain focus and sculptural “sails” providing partial shading
View of the plaza on market days: (fountains turned off for complete plaza vendor and customer plaza access)
Section 5: Zoning & Design Review
We have designed this vertical mixed-use complex to be generally compliant with the property’s
current Water Street District (WD) zoning, with height and residential density within SUP
requirements.
Our building height and total residential unit density (DUA) both comply with Special Use Permit
guidelines, SUP height maximum 101 feet with our building at 100 feet, and SUP maximum 240
DUA with our concept at 58 DUA. The plaza fronts along South Street and along First Street
which may require a variance of the street wall zoning provision, although our concept does
comply with street wall requirements where the building does meet these streets.
The following is a brief summary of the zoning requirements and the status of our concept with
respect to each requirement.
Zoning Summary Water Street District: WSD Market Plaza Concept

All proposed uses compliant:
As-of Right Uses Mixed-use: multifamily, retail, office… retail, office, residential, parking
min 40 ft, max 70 feet: Building height less than 100 ft,
Height max. SUP up to 101 Ft complaint with SUP
Not applicable to this block, but we do
South St. Stepback 45 ft, step back 45 ft step back building per regs.
Water St Setback 5 feet 10 ft setback for wider streetscape
We comply, continuous street walls
(with architectural detail articulation)
First, Second & South St: except for edge of plaza along South and
Street Wall zero 75% frontage, 5 ft 25% frontage First Streets
Residential
Density multifamily mixed-use: min 21 DUA n/a
multifamily = 43 DUA complies with SUP
proposed 67 units = 58 DUA,
multifamily SUP: up to 240 DUA complies with SUP requirements
Add'l
requirements no residential on ground floor compliant
current concept: loading through garage
loading off street entrance to minimize curb cuts
Parking 102 public spaces and 159 private
Requirements In Parking Exempt Overlay District spaces = 261 spaces provided
In addition to the requirement to file for Special Use Permit (SUP) for our height and residential
density, we understand that this property falls within the jurisdiction of the Board of
Architectural Review. We look forward to further enhancing our design as we proceed through
this public process, should the City select us to develop this valuable asset.
Section 6: Purchase Offer
Please see Volume I Attachment for this confidential RFP response section.
Section 7: Pro Forma
Please see Volume I Attachment for this confidential RFP response section.
Outparcel Acquisition LOI

Letter of Intent for the Acquisition of the privately owned outparcel on the development block.
Section 8: References
Woodard Properties has business relations with a variety people in business, in government,
and non-profits. These include individuals, lending institutions, insurance companies,
attorneys, material supply vendors, non-profit organizations, and others. We offer the following
references:
Eugene Williams
620 Ridge Street, Charlottesville, VA
Phone 293 5628
Entrepreneur and provider of affordable housing (retired)
Marshall Pryor
1496 Riding Club Road
Keene, VA
Phone 286-4990
Long time Charlottesville businessman
Susan Payne
Payne, Ross and Associates
206 East Jefferson Street, Charlottesville
Phone 977 7607
Chairperson of Virginia Department of Tourism
W. McIlwaine (Mac) Thompson

Woods Rogers, Attorney s at Law
123 East Main Street
PO Box 2496
Charlottesville, VA 22902
Attorney and active in civic organizations
Summary: (addressing the four RFP selection criteria)

 High Quality Mixed-Use Development
 Financial Benefit
 Team Qualifications & Experience
 Financial Ability
View of Market Plaza on City Market days
View of building along Second Street with projected retail base, stepping back to residential terraced
apartment levels above, further receding with stepback terraces at the upper two levels
High Quality Mixed-Use Development
Our team concurs with the assertion in the RFP that the vertical mixed-use development should
“recognize the value of the Site as one of the few remaining undeveloped sites in the downtown
area”. Our concept has as its focal point, a great new amenity to enhance downtown
Charlottesville’s quality of life, a new civic plaza and urban park as the centerpiece of the
complex and for the entire south downtown neighborhood. This plaza which we have named
“Market Plaza”, accommodates all 115 City Market Vendors, with the added benefit of having
some of the vendors in an indoor/outdoor space at the west end of the plaza which could be
used as a permanent daily market year round, should vendors choose to form a cooperative.
We propose to bring an exciting mix of commercial and residential uses to the project, to
accommodate more than 100 new downtown residents and more than 250 new downtown office
workers, with added amenities of retail/café spaces and parking for their use (159 spaces), in
addition to the 102 public parking spaces to be accommodated below grade.
The massing and architectural expression of the building is modern in design, respectful of its
historic surroundings, compatible with the scale and detail of the historic downtown mall, as it
relates to Water, Second and South Streets, with dramatic floor-to-ceiling clear glass articulated
curtainwall expression above the detailed brick base on the plaza side capitalizing on the
extraordinary plaza, neighborhood and horizon views.
We accommodate all existing City Market vendors, replace all 102 existing public parking
spaces, and add parking for our residents and workers, while bringing 100+ new residents and
250+ office workers downtown to add vitality to the south side of downtown and to support the
entire downtown’s retail, restaurant and entertainment businesses, increasing the City’s tax
base with 67 new residences, 55,000+ SF of new office space, and 17,000+ SF of new retail
space, plus 261 parking spaces.
Financial Benefit
The proposed Market Plaza mixed-use development brings significant financial and social
benefit to the City of Charlottesville and its residents far beyond the land purchase price offered.
The increased ongoing significant tax base increase from 67 new residences, more than 50,000
SF of new office space, several new retail/café spaces and increased parking will continue to
add revenue to the city long after this property is completed.
With the addition of more than 100 new residents and more than 250 new office and retail
workers living and/or working downtown, this increased activity will stimulate meaningful
increased revenues to existing downtown retail, service and entertainment businesses.
The economic development stimulus of this substantial investment to the south neighborhood of
downtown should accelerate further build-out of this downtown neighborhood and the “Strategic
Investment Area” beyond.
With our team’s development, design and construction firms having local offices through which
the design and construction will be performed/managed, this development will further contribute
to the financial health of the City and its residents.
The Farmer’s Market is a key element in the success of downtown Charlottesville, especially on
Saturdays when it attacks hundreds of visitors to the mall and downtown. Furthermore, the
marketers will benefit greatly from increased visitors and sales, better access and parking, and
new excitement to an already diversified and vibrant event.
We propose to deed a multi-million dollar civic plaza to the City of Charlottesville to

accommodate the permanent home for the City Market, which brings in direct revenue to the
City and increases the economic activity of other retail and entertainment businesses
downtown. This wonderful new downtown urban park and civic plaza, which can accommodate
other planned festivals and activities, will greatly enhance the downtown Charlottesville quality
of life.
Team Qualifications & Experience
We are pleased to be able to build our entire expert team from the best of our local developer,
design and construction firms, with all work to be performed in the Charlottesville area offices of
our highly capable and experienced team members.
Woodard Properties’ Keith Woodard brings a lifetime of distinguished development and design
experience to lead our team, drawing on his experience developing hundreds of residential units
and shaping commercial spaces for more than 150 commercial tenants. Keith will be managing
principal of a joint venture which brings the proven depth and financial capabilities to reliably
deliver a high quality project here in Charlottesville.
Greg Powe of Powe Studio Architects has opened a Charlottesville studio to bring his 40 years
of experience and passion in urban mixed-use architecture design and management to his
adopted new home, associating with Keith O. Woodard, RA and Henry J. (Hank Browne) who
together have more than eight distinguished decades practicing architecture bringing our team
this depth of local experience to augment Greg’s national and international urban architecture
perspective, and his experience in the design of more than 1,200 built luxury high-rise
apartment units and more than 5 million square feet of workspace, and many significant urban
mixed-use complexes. Our local team of engineering subconsultants are the most qualified
Charlottesville offices in the engineering of buildings of this large scale and multiuse complexity:
structural engineers DMWPV, MEP engineers 2rw and civil engineers Timmons, whose
Charlottesville offices all have decades of relevant local experience, and Waterstreet Studio’s
sustainable approach to landscape design augments our architectural and engineering
sensibilities to this important sustainable design focus.
Development Team
Developer Woodard Properties
Architect-of-Record Powe Studio Architects PC
Associate Architect Keith Woodard, RA
Design Associate Henry J. (Hank) Browne
Landscape Architect Waterstreet Studio
Structural Engineer Dunbar Milby
MEP Engineer r2w
Civil Engineer Timmons
Geotechnical Engineer Froehling & Robertson
Environmental Eng. Froehling & Robertson
Exterior Enclosure Halsall
Vertical Transportation Vertran
Strom Water Mgt Rain Water Management
Illustrator Design Develop LLC
General Contractor KBS
Financial Ability
(Please note: a more detailed Financial Ability response is included in the Volume I
financial attachment containing sensitive financial information deemed to be
confidential. Please refer to this more detailed summary of Woodard Properties’ financial
capabilities.)
Woodard Properties has approximately $80 Million in properties in Charlottesville, Albemarle

County, and Harrisonburg, Virginia. We own and manage 285,000 SF of commercial space
and 400 apartments and houses including student, traditional, and affordable housing in
Charlottesville. We have experience in managing paid public parking as well as monthly and
long-term parking.
Woodard Properties has several conduit, non-recourse loans, along with loans with local banks,
as well as conventional mortgages on several smaller properties. We have a commitment to
fund the expansion of McIntire Plaza. We have excellent relations with lenders who seek to
make additional loans on new construction as well as performing properties.
Given the size of this project, the funding required, and level of risk involved, we anticipate that
lenders will expect a minimum of 30% equity into the project prior to providing additional funds.
By leasing a) the out parcel and b) the City lot this will lessen the need for initial capital
expenditures. Additional equity will be provided by Woodard Properties, and with other equity
partners. This total initial equity including a land value total will leave a funding need of
approximately 68% of the project value, to be provided by one or more lending institutions.
Woodard Properties has also partnered with individuals and companies on several projects
when the team effort and/or funding required working with others. This has been accomplished
by establishing limited partnerships. These have included a large student housing project in
Harrisonburg, an acquisition and renovation of 400 Preston Avenue, a proposed project at 925
Market, and with a few smaller properties and subdivisions. We have several investors anxious
to invest in projects in Charlottesville. Upon preliminary approval of this proposal, and
formalization of the offering, we will solicit funding as needed.
Please see Volume I attachment for a more detailed financial capabilities summary,
including specific details on current financing, equity contributions to be by the
developer, etc.
In conclusion, we thank the City of Charlottesville for this opportunity to submit our proposal to
develop an exciting new vertical urban mixed-use complex with civic plaza to provide a
permanent home for City Market. We look forward to engaging cooperatively and collaboratively
with the City in finalizing how best to develop this valuable City asset.
City Market/Mixed Use Development Proposal respectfully submitted by:

Keith O. Woodard, Market Plaza LLC, a joint venture led by Woodard Properties
Gregory Powe, AIA, Managing Principal, Powe Studio Architects PC

City Market RFP Response Volume 1

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Market Plaza: an Urban Mixed-Use Development Proposal for Charlottesville, VA

Market Plaza Mixed-Use Development

Serving Charlottesville Businesses, Students, and the Community Since

Office of Economic Development

Re: Proposal for City Market/Mixed-use Development

Dear Office of Economic Development Office and City Council,

Keith O. Woodard, Managing Member

Introduction: Team and Concept

3. Urban Design Guidelines

5. Zoning & Design Review

In Summary: (Evaluation Criteria)

Volume 1 Attachment: Confidential Financial Sections

Outparcel Acquisition LOI

Volume II: Concept Illustrations and Plans

RFP Response Organization

Market Plaza on City Market days

 structural engineers: Dunbar Milby, Williams Pittman & Vaughan (DMWPV)

Office Level 3 Office Level 4

Bio: Keith O. Woodard, RA, President, Woodard Properties

Bio: Gregory Powe, AIA, Managing Principal, Powe Studio Architects

Section 1: Programming Needs

Market Stalls w/ truck w/o truck Total Vendors

Our vertical mix of uses is layered as follows:

Site plan illustrating terraces and stepbacks

Building Function Resident Office Retail Plaza Parking Total GSF

Building Function Resident Office Retail Total NSF

Section 2. Environmental Issues: Sustainability

Subsurface Environmental Considerations: The City requirement to replace 102 surface

Section 3. Urban Design Guidelines

Building character: There are three primary building-to-surroundings relationships, each of

Section 4: Building Concept

 Residential: 67 luxury condominium apartment units terrace up from level 5 through

Vision & Financial Resources:

Two Block Vertical Urban Mixed-Use Complex Concept

West-East Building Section looking north

Section 5: Zoning & Design Review

Zoning Summary Water Street District: WSD Market Plaza Concept

Section 6: Purchase Offer

Section 7: Pro Forma

Outparcel Acquisition LOI

W. McIlwaine (Mac) Thompson

Summary: (addressing the four RFP selection criteria)

View of Market Plaza on City Market days

High Quality Mixed-Use Development

We propose to deed a multi-million dollar civic plaza to the City of Charlottesville to

Team Qualifications & Experience

Woodard Properties has approximately $80 Million in properties in Charlottesville, Albemarle

City Market/Mixed Use Development Proposal respectfully submitted by:

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