The Shadow
CLIFTON FORGE, Va. — After decades of economic struggle following the decline of the railroad industry, town leaders say Clifton Forge is experiencing a renewed sense of identity, energy and cooperation across the Alleghany Highlands.
In a recent episode of The Value Proposition podcast, Mayor Jeff Irvine, Town Manager Chuck Unroe and Director of Planning Maria Saxton described a community in transition—one anchored by arts, small businesses and a regional spirit of working together to lift the entire area.
“We are really at a phase of renewal,” Saxton said, noting the growth of cultural institutions such as the Masonic Theatre, the School of the Arts and the Arts & Crafts Center. She said the town’s identity has shifted toward arts, outdoor recreation and a creative culture that draws visitors and new residents.
Irvine, now in his seventh term as mayor, credited the town’s forward momentum to leadership and community cohesion. “Everything works in a cog. One cog feeds the other,” he said, noting the downtown additions of Firesides, Jack Mason’s, and several new retail shops. Instead of relying on a single major employer, he said the town’s future lies in cultivating small enterprises.
Unroe agreed, calling the progress a “cumulative effort” rooted in cooperation among local departments, business owners, arts organizations and citizens. “We’re healing the town,” he said. “We try to work really closely with what our citizens need and want for us. And just in the last couple of months, we’ve had six new small businesses open in downtown Clifton Forge.”
A Vision for the Next Decade
Leaders say the town’s growing foot traffic, storefront activity and civic engagement point toward a long-term revitalization.
Unroe described a 10-year vision in which downtown is fully renewed, housing options expand and the town becomes a destination for families and remote workers seeking walkability, culture and access to the outdoors. “It’s never going to come back to the exact era of when the railroad was booming,” he said. “It’s a different revitalization… but I think it’s going to be a positive thing.”
Saxton said strategic planning underway with support from the Roanoke Valley–Alleghany Regional Commission will create a unified roadmap for growth. But she noted that funding remains a hurdle. “Being creative and trying to stretch every dollar is really critical,” she said.
Regional Cooperation Strengthened
All three leaders emphasized the importance of collaboration across local governments—something Irvine said has greatly improved in recent years.
He pointed to the revived Intergovernmental Committee, which includes representatives from Clifton Forge, Covington, Alleghany County and Iron Gate. The committee, Irvine said, helps each locality understand challenges and share solutions. “Now everybody looks out for each other. It’s all one big community,” he said.
Unroe echoed the sentiment, noting that town officials and county administrators communicate regularly. “One has a need, we all have a need,” he said. “It’s really nice to know you have that support.”
Tradition, Volunteerism and Community Pride
The officials also highlighted the town’s strong volunteer culture, which drives major events including the annual tree lighting, holiday parades and Stars & Stripes celebration.
Unroe credited Clifton Forge Main Street with orchestrating most of those events, while town staff handles logistics and decorations. “We honestly couldn’t do the things we do without those volunteers,” he said.
The return of a beloved holiday symbol—the illuminated star on Frazier Hill—has also boosted community spirit. A resident partnered with the Knowles family, who maintained the original star for decades, to craft a new one that will be lit in early December.
A Message to Residents
As Clifton Forge continues its resurgence, leaders urged residents to stay engaged and patient.
“Be patient… give us a chance,” Irvine said. “Just sit back and watch what happens to Clifton Forge. We’re gonna move forward.”
Unroe encouraged residents to share ideas and stay active in community life. “Believe in the mission, believe in the town, and help us keep it moving forward,” he said.
Saxton added that collaboration—local, regional and civic—will remain the foundation of the town’s progress.
“We’re not working in a silo,” she said. “We’re working collaboratively with our partners.”
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Transcript of the show
Jeff Irvine 0:00
Back before, probably before I was on cancer, or whatever, Clinton covered in Allegheny County. I mean it, it was everybody for their self, but we changed all that. Now everybody, I guess, we look out for each other. It’s all one big community, right? You know Allegheny County is, they get together with us. We and Covington, we all work together. We have meetings to, you know, and if I need something, I’ll call covingtons mayor or or Allegheny County’s board of supervisor. They need some. Just other day, corner from orengate called me and asked me what I do here, you know, we just work together and give each other positive and move forward.
Gene Mundy 0:45
Good morning, everyone. Welcome to the value proposition. Today’s episode, Clifton forge rising Main Street momentum. We’re here today with Maria Saxton, who’s the Director of Planning, Jeff Ervin, who is the city mayor, and Mr. Chuck unroll, who’s this town manager? Good morning. Good morning. Thanks for having us. Thank you. Glad you’re here. Let’s start off with, you know, the Town of Clifton Forge has gone through some pretty dramatic changes over the last 20 years, the departure of your primary employer, which was, you know, obviously the railroad. Tell me about the story of Clifton forge today. Maria,
Maria Saxton 1:22
sure, the story of Clifton Forge, I think we are really at a phase of renewal for the Town of Clifton Forge. We have a lot of exciting things going on. We have so many just, just gems in our community, whether it be the Masonic theater, the School of the Arts, the arts and crafts center. We also have amazing access to outdoor recreation, and so I think we’re at this point right now where we can really capitalize on those amazing gems and treasures of our community and and really uplift them and uplift our community, and just continue the momentum that we’ve been building.
Gene Mundy 1:59
Yeah, Jeff, you’ve been the mayor. How many terms now? Seven, yeah, so you, you’ve been there for quite a while. You’ve seen that change. What do you think is one of the primary factors leading to this renewal, I
Jeff Irvine 2:13
think couldn’t afford, is going in the right direction? Because, you know, with the leadership we have, we have Chuck and Maria and all of our volunteers, Main Street Public Works every, every, everything works in a cog. It one cog feeds the other. And I think that’s a big, big thing to why it’s going like it is, you know, we have new things like the theater, firesides, Jack Mason’s, new little shops is coming into town, and I think it’s what we’ve we’ve got to do now, instead of one big like the railroad was, we have to focus on little shops,
Gene Mundy 2:48
right Chuck, we’ve seen when Main Street and Jeff mentioned some of those businesses. I mean, five sides is getting a lot of attention right now. You know, you’ve got some great small business owners there on Main Street particularly. I mean, lyric Cafe is brand new, right? Comes to mind something different, right? I mean, what’s your message to small business owners coming into the to the Town of Clifton Forge?
Chuck Unroe 3:17
I think my first message to them would be to ask them to look at the possibilities. There is opportunity in Clifton Forge. You have to apply yourself. You have to accept that opportunity, and you have to go for that. You know. The other thing about where Clifton Forge is today, you know, Clifton Forge has gone through, just like you said, a rough time, and they’re healing. We’re healing, we’re healing healing the town. We’ve got people that are working together. All of our departments that work for the town work cohesively together. Our arts groups work cohesively together. We try to work really closely with what our citizens need and want for us, all the while, we’re listening to what our business owners are needing, and we’re trying to cultivate that relationship move that in a positive manner, you know. And just point of reference, in the last couple of months, we’ve had six new small businesses open in downtown, Clifton Forge. So I think it is a cumulative effort, if you will. But the main positive results have come because everybody’s trying to work together,
Gene Mundy 4:35
right, right, right now. Maria, you mentioned it, you know, Clifton Forge, County has a bit of a reputation for all arts and culture in that Main Street Community. How did, how did we get to that like, how did, what was the incentive that are the catalyst that sparked that?
Maria Saxton 4:57
Well, so I’ve been in my role since March. So I probably can’t speak to the history as well as these two, but I know that it happened very organically, you know, we have a fairy Art Center community, and they really capitalized on their skills and their collaborative efforts, you know. And I think for for having such such a small town, and having three really incredible points of arts, being the Masonic theater, the arts and crafts center, the School of the Arts. I mean, it’s incredibly unique. And I think that we, we can do even more to cultivate that. And you know, them all working together and and really presenting themselves as as a big piece of our identity is critical. Yeah, definitely.
Gene Mundy 5:47
You know, one way, I think one way you, you you get there is, you know, not only with the volunteerism, but, you know, planning. And Jeff, I’d ask you, you know, over the time that you’ve been the mayor, you’ve, you’ve seen a number the comprehensive plan as an example, and I’ve watched some of your recent you know, activity with your strategic planning, getting, you know, assistance from Roanoke Valley Allegheny Regional Commission. What, how do you drive that comprehensive plan? And what’s, what’s your role as the mayor and and Chuck and you Maria,
Jeff Irvine 6:27
I think we got, you know, as the mayor and on council, we have to, you know, back there are arts and whatever country Ford is a small town, and we don’t have the land for a big factory or anything like it. So what we have to do is study on something else, and the arts and the grass is the way to go, I think, and tourism, housing, we’re working on that that’ll help. But the theater, and, like Maria said, The Arts Center and arts and school, arts and crafts, they’re they’re the ones I think really started the arts movement in Clifton, especially when the theater came that kind of shifted everybody to a different view, a different way of living, and the way we were moving towards, yeah,
Gene Mundy 7:13
Chuck for you know, from a strategic planning perspective, where do You see Clifton Forge. And maybe this is a question for all of you, but where do you see Clifton forge in five years or 10 years? Like, where, where are we driving the community towards?
Chuck Unroe 7:33
So the question is, understanding is from a strategic planning standpoint, what is my vision? Or what do I feel like Clifton forge will be in five to 10 years? Yeah, given what we have going on right now and the momentum that we’re seeing in town, I really believe that that is going to continue and do nothing but grow and strengthen. And I think in five years, you’re going to see the downtown of Clifton Forge is revitalized and somewhat renewed. Now let me, let me clarify that it’s never going to come back to the exact era of when the railroad was in the booms, in the boom time when we were young. It’s a different revitalization, different, re invention, if you will. But I think it’s going to be a positive thing. I think you’re going to see the shops are going to be full, the storefronts are going to be decorated. You know, especially this time of the year, people walking on the streets. We’ve noticed a tremendous increase in foot traffic in the last year and a half. So five years from now, I think you’re going to see the downtown revitalized. And I really, truly believe that 10 years from now, you’re going to see that revitalization spreading throughout the rest of the town. Housing is going to improve. Folks are going to move back to town, or we’re going to be able to attract younger people, especially if we can get our downtown housing needs met and come up with affordable living for people, right? I really think that Clifton Forge is going to offer everybody a unique opportunity in the future with a walkable, friendly, enjoyable downtown, but close enough to all of the amenities of a city and the proximity to the beauty of nature that we have think flips and Forge is going to be a destination location, as well as A desired place for people to raise their families.
Gene Mundy 9:42
Yeah, we did a recent podcast called The boomerang effect. And in that episode, what we focused on were, you know, families that left the community and went out. You know young young families that left young people left and went out and. You know, made their way in the world, and then are coming back. And I think what you’re mentioning the those amenities of downtown, arts, craft, you know, niche market, things that they maybe value in a large city, but don’t want to live in a large city. They find in Clifton Forge, you know, even in Covington and Allegheny County. So, so I think, you know, that’s pretty important from a strategic perspective. I mean, from as this, as the director of planning, like, how do we get there? And, you know, what challenges do you have to get to that vision that Chuck shared,
Maria Saxton 10:41
yeah, to get to that, to get to that vision, I mean, it’s not an overnight process. There are many steps along the way, starting with having a collective vision, which is what we’re working on right now, through the strategic planning process, and once that’s finalized, you know, using that as our point of reference along the way for making a decision about streetscapes downtown as an example, we ask ourselves, does that align with our strategic plan? And then, of course, funding is always a hurdle, especially in this day and age with changes at the federal level, we don’t necessarily have the same access to funding that we might have had a year or two ago. So being creative and trying to stretch every dollar is really critical to that and just working together. I mean, whether it’s us in the city of Covington or with Allegheny County or with our friends at the Regional Commission, you know, making sure that we are not working in a silo, that we’re working collaboratively with our partners,
Gene Mundy 11:45
right? You bring up a good point, Jeff, I’ll go to you as the mayor. How do you collaborate in your role with the city of Covington, the mayor, the council, the Economic Development Commission. What are your thoughts on on that collaboration? What makes it work?
Jeff Irvine 12:07
Well, we have an Intergovernmental Committee, which is two from Clifton covet and Allegheny and orange gate. We had that once before, and it just fell through. Nobody was coming, and I started it back or whatever, and we’re doing that now. That gives us a chance to talk what’s going on in each locality, how we, you know, approve things, and gives each other, you know, just to get to know each other back before, probably before I was on cancel or whatever, Clinton covered in Allegheny County. I mean it, it was everybody for their self, but we changed all that. Now everybody, I guess, we look out for each other. It’s all one big community, right? You know, Allegheny County is, they get together with us. We and Covington. We all work together. We have meetings to, you know, and if I need something, I’ll call covingtons mayor or or Allegheny County’s board of supervisor. They need some just other day, corner from orengate, call me and ask me what I do here. You know, we just work together and give each other positive and move forward.
Gene Mundy 13:15
Yeah, I think sometimes we get, we get kind of lost in the fact that we are one community, you know, we we, we do have the city, Town of Clifton, forge Allegheny County, but we are one community. And you mentioned this, Chuck before we started, you know, the podcast is like, we’re all in the same boat, yep, you know, get an oar and start paddling.
Chuck Unroe 13:40
Right? Absolutely, yeah. And if I may just kind of interject on how we work together, and just just so you know, you talk about the boomerang effect. I’m one of those. Me too. I left here. I was gone 30 years, I came back. We’re happy to be back. So I understand that that is a huge population that we have right now as people that have come back as far as working together. You know, I can call Alan dresser anytime, day or night. Anthony Lowry, Director of Public Works we we call him same thing with the Board of Supervisors and parks and I mean, not parks and recs, but, well, Parks and Recs too, but public works at the county. Mr. McFadden, the County Administrator, we all interact well together, right? You know, one has a need. We all have a need. You know, we’re still working through some struggles on some fronts, and you know, Economic Development Corporation is one of those, and we’re working through those difficulties. But all in all, it’s really nice to know that you have that support, not only support, though, but that resource that you. You can call and just a matter of minutes have an answer, right, right?
Gene Mundy 15:05
We Maria, we kindly mentioned some of these organizations. But as Director of Planning, how do you interact with as an example, the Chamber of Commerce and Tourism or Economic Development Corp, or, you know, organizations like that, yeah,
Maria Saxton 15:24
we have pretty continuous communication with them, whether it’s by email or the chamber, as an example, they do a wonderful job of hosting various stakeholder groups once a month, so we get a lot of face time with them. We also collaborate on a number of projects with them as well, and with the EDC, we collaborated with them on the housing Summit, and just have had a lot of projects and opportunities to work with them over the last few months. And we’ve been really pleased with our relationships, and they’re they’re strengthening me each and every day. Good.
Gene Mundy 16:02
Jeff, you guys just had your annual Tree Lighting Ceremony. Went fantastic. Tell us a little bit about, you know, all the planning that went in to make that successful.
Jeff Irvine 16:12
Well, Main Street is a big deal with that. They do a lot of work on that plan. It, get it done, Public Works and Chuck and, I mean, it’s just like a team effort. They did such a beautiful job this year we we got different trees. This year we’ve lighted, you know, one surprised me. I didn’t even know was lighting that when all of a sudden it was lit up. It was beautiful. And the snow, snow thing they had machine they had was a another surprise. We didn’t know was going to hit us until we started getting snow bubbles on us ever. But we had a we had a great time, if we do it every year, and it’s mostly because of Main Street and and Public Works and Chuck and everybody that plans on that. It’s a great, great activity
Gene Mundy 17:01
went well, yeah, question, open question. Tell me about the star. Tell me about the star. That’s an that’s a tradition that’s kind of come back, right?
Chuck Unroe 17:13
Well, the star is, is has always been provided for the community by the Knowles family over on Fraser Hill, and I had a young man come into my office about a month ago asking how we could maybe help bring that back, to restore it, or what have you. Of course, we were on board with that, but the main thing we didn’t want to do is we didn’t want to overstep. We wanted to maintain that relationship with the family either provided that icon of the Christmas season for decades. I mean, when I was a child, I remember seeing the star on Frazier Hill, so he worked directly with that family. The town worked with him. There’s a new star that’s been built. It will be erected this week, and there is a lighting ceremony planned for that on the fourth of December, along with the lighting of our sensory trail. So that’s that’s going to be another eventful evening, another great event in Clifton
Gene Mundy 18:25
Forge. Yeah, shout out for that, right? Absolutely.
Chuck Unroe 18:29
And if I, if I could just take a second sure to elaborate on the tree lighting, yeah, the tree lighting is one of many great events that are planned and sponsored completely by our Clifton forge Main Street group. The only thing that we’re involved in at the town level is public works. Works with me and we we do the decorations, we coordinate it, we do the decorations. We make sure that the streets are blocked off. We have the lighting. But as far as the details of the ceremony, the carolers, every part of it is 100% fifth and fourth Main Street. And that’s the same way with our Stars and Stripes celebration, Fourth of July parade, Christmas parade, source, St Patrick’s Day parade. On record, all of that are Main Street events that they take care of completely. On their end,
Gene Mundy 19:32
we’d love to get them in to talk about, you know, the holiday season coming up, what they have planned, you know, kind of give, you know, the citizens of Clifton forge a heads up on what to expect. If you can help me out with that, we can do that. What message do you have to your constituents?
Jeff Irvine 19:50
Just be patient. Like Maria said, I don’t everything. Don’t happen overnight. Be patient. Give us a chance. We got good people and good. Places and just sit back and watch what happens to Cliff. Yeah, we’re gonna move forward and saying it’s gonna be good.
Gene Mundy 20:07
Yeah. Chuck, closing last comment, what would you like to share with with residents and the community?
Chuck Unroe 20:17
Well, I really want to reiterate the fact that I think Clifton Forge is on a positive Upswing with a really, really bright future and echoing on what the mayor said, I would ask everybody in town to continue to work with us. Believe in what we’re doing, believe in the mission statement that we have support us with the strategic plan that we’re working through to find lives here in the next month and a half or so, to get that in place, to give us a framework of how we’re going to move forward, continue to support us through volunteerism. Clifton Forge has one of the largest group of volunteers of anybody in this area, and they’re dedicated, and they have been for many years, and we quite honestly, couldn’t do the things we do without those volunteers. So keep volunteering. You people volunteer. Believe in the mission, believe in the town, and help us keep it moving forward. You see something you want to talk about something you have an idea. Reach out to us. Talk to us. Maybe it’s something we haven’t thought about. Maybe it’s something we have but we just can’t financially. Do it right now, but the doors are always open. Come down. Talk to us. Share your thoughts. Help us make the town better for everybody. Great, great message you.
