History of Center in the Square

A City in Decline

By the early 1970s, downtown Roanoke was in trouble. Once a vibrant hub of commerce and community life, it had deteriorated into an area marked by crumbling infrastructure, empty storefronts, and rising crime. At the same time, local schools were struggling to fund science education, Mill Mountain Theatre had burned down, and several of the region’s cultural organizations were operating out of outdated or unsafe facilities. The city was in need of a bold, unified solution.

A Vision for Change

That solution began with a single, ambitious idea: to transform a vacant 1914 feed-and-seed warehouse into a thriving center for the arts, sciences, and culture. The Western Virginia Foundation for the Arts and Sciences—now known as Center in the Square—stepped forward to make this vision a reality by purchasing the historic building in the heart of downtown Roanoke.

A Bold Invitation

To bring this vision to life, the Foundation offered an unprecedented opportunity: two years of free rent to nonprofit cultural organizations willing to relocate to the revitalization zone. It was a leap of faith—and five organizations took it: The Arts Council, The Art Museum of Western Virginia, Mill Mountain Theatre, The History Museum of Western Virginia, and The Science Museum of Western Virginia. Their commitment helped breathe new life into downtown and became a catalyst for further economic and cultural development.

A Legacy of Impact

When Center in the Square opened its doors in 1983, more than 45,000 visitors arrived in its first weekend alone—a clear sign of success. Today, the Center has expanded to support 12 arts and cultural organizations across five buildings, while continuing its unique and impactful commitment to offering rent-free space to its nonprofit partners. What began as a response to decline has grown into a model of sustainable cultural investment and regional transformation.

From Repairs to Revitalization

After nearly 30 years, Center in the Square’s historic building was in urgent need of repair. With aging plumbing and HVAC systems—and limited funding—the solution came through historic tax credits. Companies like AEP, Delta Dental, and Advance Auto helped give Center a complete makeover.

The updates didn’t stop at infrastructure. Center installed six large aquariums in the atrium, and renovated the rooftop. Renovations were made throughout the building turning Center into a fun and welcoming space from bottom to top.

In the years since, Center launched Kids Square, the Roanoke Pinball Museum, and Roanoke STARCADE. These Center-operated attractions combine to attract more than 100,000 visitors per year!

Through all of this, Center in the Square maintained its commitment to provide free space and utilities to Mill Mountain Theatre, The Science Museum of Western Virginia, The Roanoke History Museum, The O. Winston Link Museum, Roanoke Ballet Theatre, and Opera Roanoke.