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Town Center Plan
January 2007
Chapter 1: Existing Conditions
• Civil War history, which is an under-realized
heritage and educational opportunity;
• Oral histories associated with train wrecks,
mill culture, old business district, and
other aspects of town history.
Due in part to demolition of some buildings,
the town center lacks massing and a sense of
place. There are barely any remnants of the
old business district. This critically impacts on
existing marketability and identity.
Market Opportunities Assessment
Existing development information was
analyzed in conjunction with the physical
conditions and economic context in order to
assess the market opportunities in the Town
Center. The overall marketability of this
location in the regional context is summarized
below by use.
• Retail: Good retail location near growing
residential neighborhoods and along high-
traffic commuter routes.
• Housing: Good housing location in high-
growth market near major regional
employment centers (RTP and Airport)
and at center of regional labor market.
Good reputation for Morrisville schools,
a key driver for family residential market
decisions. Excellent proximity to RTP and
employment base, the key driver for both
for-sale and transient (apartment and
other rental) housing.
• Office: Good location for office uses, within
close proximity to RTP and housing areas.
• Industrial: Good location for flex and
distribution uses, within close proximity to
RTP, RDU, and labor force. Good location
for manufacturing, within easy commuting
distance to labor force, rail service and
distribution nodes.
• Civic: Good location for civic uses, within
growing community that already has fire,
police, chamber, and town offices nearby.
Market Factors and Opportunities:
Within this general community and regional
context, a number of market factors will
influence the relative success of different
uses pursued in the Town Center area. A
number of these considerations are outlined
below. Additional information is included in
the full market report in Appendix 4.
Residential:
• Growingregionalemploymentbase,driving
The Page House is the oldest standing home in
Morrisville, built on the plantation of Williamson Page
prior to the arrival of the railroad in the 1850s. The
decorative scrollwork that adorns the porch was added
as part of an 1870s remodeling. (Photo: Ben Hitchings,
Town of Morrisville)
A market assessment of the Town Center found that
existing and approved retail development such as that
pictured above will probably capture much of the de-
mand for convenience shopping and dining in this part
of Morrisville, but that the Town Center project will en-
hance the opportunities for specialty retail businesses
that take advantage of the area’s unique character.
(Photo: Ben Hitchings, Town of Morrisville)