Back in 2002, local developers had their sights set on a 12-acre parcel in downtown Greensboro, N.C., recognizing it as a potentially prime spot to construct a multi-use sports stadium. The operative word is "potentially." After further review, the development team changed its mind—scared off by what they called a "dirty" piece of property, marked mainly by petroleum contamination. While the project team picked up their ball and went home—or elsewhere—the city of Greensboro, picked up the ball and ran with it, crafting an ambitious plan for re-development. In 2003, the city's planning team developing its own vision about what the 12-acre parcel could become. Currently, the city is moving through the process of breaking ground—in 2010 most likely—on what will be known as The South Elm Street Redevelopment project, located on the southern edge of Greensboro's downtown core. South Elm is expected to serve as "the anchor" for the next phase of redevelopment in Greensboro, which is located in the north-central part of North Carolina. Once completed, the development will connect key residential and commercial corridors.

The 12-acre parcel is regarded as a natural, southern gateway to the downtown sector, and "its rejuvenation is critical to the city's ongoing renaissance," said Catherine Timko, CEO of Community Retail Catalysts, a Washington, D.C.-based economic development marketing firm that worked with the city on helping sell the project to the community. But South Elm Street has a distinction that's not lost on the city of Greensboro: It represents the first brownfield development to occur in Greensboro proper. The city, which has already built a reputation for its green building excellence, is confident that it also has the wherewithal to move forward with a successful brownfield project, and in the end make South Elm Street Redevelopment the success story they envisioned in 2003. ...

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