Phoebus: Cultivating a Destination as a Newly Designated Advancing Virginia Main Street Community

The Virginia Department of Housing and Community Development (DHCD) designated Phoebus, along with eight others, as an Advancing Virginia Main Street (AVMS) community.

The City of Hampton’s Phoebus National Historic District is a walkable, neighborhood commercial district featuring a mix of architectural styles, busy annual festival and event schedule, restaurants foodies will enjoy, and a 400-year history rooted in the Civil War and both World Wars. The City’s overwhelming support provided the Phoebus Partnership with a strong foundation for the local Main Street initiative. Through Virginia Main Street’s (VMS) two-year Mobilizing Main Street (MMS) program, the Partnership developed a market-based transformation strategy, a balanced and comprehensive work plan, and a sustainable funding plan to strengthen the district as a dining and entertainment destination.

Recent successes include a new logo, website and merchandise (providing an additional revenue stream) for the Partnership; an oversized vintage postcard banner sign to welcome visitors and increase community pride; and the Phoebus Historic District self-guided walking tour using the National Register and ArcGIS StoryMaps. Additionally, through Retail Alliance, a handful of local small businesses owners received training, one-on-one counseling, and micro grants to bolster post-pandemic recovery.

Phoebus’ district ends at a waterfront park providing public fishing and kayak access, and it is the gateway to Fort Monroe a decommissioned U.S. Army installation and historic landmark that served as a refuge for thousands of freed slaves during the Civil War. The Fort Monroe Authority, City of Hampton, and the Phoebus Partnership recently created the Phoebus-Fort Monroe Coalition and with support from a Chesapeake Gateways Grant are developing a strategic plan to preserve and promote their shared heritage.

Looking into the near future, the Partnership is eager to find an adaptive reuse for the Phoebus Fire Station (and former Town Hall), which was built in 1938 and will soon become vacant due to the construction of a new facility. Additionally, they received two grants from DHCD—a Financial Feasibility Grant and a Small Area Planning Grant—to enhance connectivity and foster economic growth throughout the district by identifying building rehabilitation and infill development opportunities.

Phoebus, alongside cohort member Hilton Village, has established a well-defined pathway for neighborhood commercial districts to gain AVMS designation. VMS congratulates Phoebus and looks forward to continuing to support their efforts toward achieving Main Street America Accreditation.