Conceptual Master Plan
For
FOUR TWENTY ONE SOUTH
Western North Carolina’s Premier Class “A” Business Location
Located in the Heart of the North Carolina High Country
Watauga County, North Carolina
Watauga County is a Certified Entrepreneurial Community
Table of Contents
Content
Page
Master Plan Background and Objectives
1
Master Plan Context
2
Master Plan Land Uses
3
Master Plan Design Fundamentals
4
Exhibits
Overall Conceptual Site Plan
5
Conservation Area District
6
Agricultural Employment District
7
Industrial Employment District
8
Commercial Employment District
9
Master Plan Background and Objectives
Planning for the Four Twenty One South Business Park was sparked by recommendations from
the Watauga County Economic Development Commission in the winter of 2011. At that time,
the EDC was actively involved in the preparation of a Five Year Targeted Marketing Plan and
had engaged the services of InSite Consulting, a site selection and economic development firm.
The Targeted Marketing Plan would assist the EDC in establishing a better foundation for their
work program and to help the County engage in more efficient and effective marketing efforts.
The development of the Targeted Marketing Plan reinforced and emphasized the fact that a
significant “gap” exists in attracting targeted industry sectors to the area – the absence of
“client-ready” manufacturing space or “product”.
The idea to work toward the development of new client-ready “product” began to gain
momentum following a presentation at the 2012 Economic Development Summit. Interest began
to grow in the development of client-ready “product” in the form of a multi-purpose industry,
agricultural, commerce, and research park. Searching for available land was added to the
EDC’s work program and the EDC began to evaluate potential locations within the County. In
2013, the EDC recommended the purchase a 200-plus acre tract on NC Highway 194.
However, the magnitude of the purchase and the location on Highway 194, coupled with
speculation surrounding potential negative impacts to the land and surrounding properties,
ultimately lead to the Board of Commissioner’s decision not to purchase the property.
Today, the EDC and Board of County Commissioners remain committed to the development of
client ready space necessary to attract jobs and investment to Watauga County. In order to
address concerns expressed over the NC 194 property purchase, a decision to create a
“conceptual” master plan was made. Such a plan provides elected officials, business leaders
and residents with a better understanding of the intended land use and of the potential impacts
to the property and the area.
For a number of reasons, US Highway 421 is widely regarded as the preferred location for a
regional employment center. US 421 is a major corridor that has been identified in long-range
plans as an “economic gateway” corridor, where the County would especially encourage
economic development activity. This corridor has many areas that are suited for increased
levels of development as essential services and infrastructure can be provided here most
efficiently. However, finding an “ideal” site in the High Country for such a development is next to
impossible. So, conventional wisdom leads the EDC to look for sites in much the same manner
as professional site selectors when initially evaluating candidate communities. For example, is
the site of sufficient acreage to ensure that current and future expansion needs are satisfied? Is
the property close to higher density housing to provide an adequate pool of labor? Is there
ready access to both customers and suppliers? Is necessary infrastructure in place to increase
speed-to-market? Are there any zoning, environmental or other regulatory concerns that would
increase a company’s risk? Is the image and visual appeal of the park protected by covenants
to ensure compatibility with surrounding properties?
The Conceptual Master Plan for the Four Twenty One South Business Park attempts to answer
these questions and ultimately enable the creation of a well‐planned employment center in
Watauga County. Note that this is a conceptual plan and is not intended to involve the purchase
or development of a specific property. The land evaluated for this exercise is representative of a
number of properties along the Highway 421 corridor and is large enough to meet the county’s
needs.
1
Master Plan Context
The Master Plan will guide the planning, public investment, and ultimate development of the
property by providing a desired land form and implementation strategy for identified targeted
industries. This is accomplished by providing a preferred layout for industrial/employment
districts that are separated by intended use: those for larger industrial uses, and those for more
moderate-sized industrial/commercial/research and development activities. Agricultural uses
and alternative energy development are also included in the plan. The concept is to create
flexible larger development sites (5-10 acres) and moderate-sized sites (2.5-5 acres) that
collectively create a dynamic employment center.
Highway 421 is planned as the primary transportation system connection. Because many larger
properties on the south side of the Highway also abut old US Highway 421, our conceptual site
plan takes advantage by showing a secondary access point. The two will be connected by
internal streets providing access to individual development sites. The plan also includes
roundabouts at internal intersections which provide for efficient traffic control, internal signage
and areas for aesthetic appeal.
The plan district edges are designed to provide a buffer to surrounding land uses and function
as passive recreation areas. Water quality measures include riparian buffers, protection of a
water conservation area, and the use of Low Impact storm water measures. Significant
ridgelines can be protected in a conservation area and function as a public park. The plan
envisions a multi-use trail system linking internal districts together and ultimately providing a
fully-integrated public recreation area.
Watauga County’s long range plans were considered in the process of developing this
document, particularly the guidance and principles offered for economic development along the
County’s strategic “gateway” corridors and the Comprehensive Transportation Plan.
Transportation planning needs are geared toward accommodating over-the-road trucks, delivery
vans and passenger vehicles. Because of dangers inherent with mixing large and small vehicles
in internal streets, transportation planning will attempt to effectively separate the two. It is also
anticipated that pedestrian traffic will be accommodated and encouraged between districts
within the park.
The EDC recognizes that this effort cannot fully anticipate or incorporate changes brought about
through the community visioning process. It will therefore be important to engage the community
with each step of the development process to ensure the vision being carried forward reflects
the community’s desires.
In order to facilitate the development of individual properties within the park, specific
standards will need to be in place to ensure the vision of this plan is being carried
forward. The EDC recommends the establishment of reasonable requirements for the
development of the property relating to land use, architectural features and site planning
in the form of restrictive covenants.
2
Master Plan Land Uses
The Master Plan is designed to accommodate and encourage a number of land uses. The
diversity is intended to maximize the use of the property. The following will describe the
development of these land uses in greater detail.
Conservation Area
These are natural areas including riparian buffers, steep slopes, ridge tops and the most
intensely forested areas. Conservation areas provide for natural water quality preservation and
function as potential storm water treatment areas. These areas also function as natural buffers
between the park and surrounding land uses. Passive recreation activities and park locations
are potential uses within these areas. Park and recreational amenities are envisioned to
contribute to the daily health and fitness and quality of life for those working in the park and
living nearby.
Agricultural Employment District
The Agricultural District provides an agri-business component intended to capitalize on current
and planned agricultural activities, promoting the agricultural sector, and encouraging innovation
in the bio-energy fields.
Industrial Employment District
The Industrial District provides larger development sites intended to support a range of industrial
and office uses providing living-wage jobs. Development is envisioned to project an attractive
front façade with outdoor service activities, manufacturing, loading & material storage areas
limited to the building’s rear. Industrial uses would include those identified for Watauga County’s
primary and future target markets such as growth of existing companies, computer systems
design services, manufacturing of medical equipment & supplies, laboratory instruments &
instrumentation, and agri-business related endeavors. These industries project a clean
appearance and service activities will be conducted indoors or within screened outdoor areas.
These industries are relatively quiet and impacts from excessive noise, smoke, and odors are
limited or non-existent. Limited retail activity may be permitted as an ancillary use to the primary
use. Larger scale office uses such as corporate campuses and those that are ancillary to
industrial operations would also occupy portions of this district.
Research & Development Employment District
The Research & Development District provides smaller sites for development of land uses that
have smaller site requirements and complement the community’s industrial clusters and
agricultural activities. These sites can be combined to allow for expansion or to initially
accommodate moderate sized companies. This district would be ideal for professional, scientific
and technical services involving research and development with limited manufacturing.
Refer to list of exhibits for preferred characteristics of individual sub-districts.
3
Master Plan Design Fundamentals
The park is intended to develop with sustainable design elements that attract businesses
suitable for our location having operational characteristics that limit impacts on the natural
environment. The street design is intended to include pedestrian amenities, aesthetic features,
and mobility considerations that are unique to a successful industrial/employment district. The
plan also seeks to reduce waste, pollution, energy use, and water consumption within the plan
area. Sustainable practices and design will be shared by both public and private entities. The
following sections highlight actions that will ensure future development and land use activities
within the plan area are created in a manner that supports the community’s desires.
Thematic Design Elements
The park is intended to develop with a unified design theme which will include landscape
design, building design/façade treatments, and coordinated signage and site lighting design to
project a professional and harmonious character. Individual projects will be designed to include
complementary elements used throughout the district.
Waste Reduction
Encourage site development and building construction that is designed and managed to
minimize waste to Watauga County’s landfill and explore options to discard excess materials for
local reuse. Individual business operations should be planned to ensure waste materials are
sorted for recycling and reuse. Targeted employers should reduce product packaging to the
absolute minimum to allow for its safe transportation and consumer purchase.
Pollution
Encourage development projects to use locally available materials to reduce carbon emissions
caused by transport. Ensure that local development standards do not otherwise require
construction materials that are not available locally. Require that storm water generated from
paved surfaces is adequately cleaned and purified before it is discharged into the natural
system. Create a transportation system encourages transit use, pedestrian and bicycle travel,
and carpooling. Develop a trail/multi‐use path network within conservation corridors to promote
recreational opportunities.
Energy Conservation
Individual buildings should be sited and oriented to capitalize on solar exposure to lessen
energy demands related to lighting and heating. Encourage landscaping along exterior building
walls to provide both shade and cooling in the summer and protection from the winds in winter.
Encourage the design of buildings with architectural features that utilize sunlight for interior
illumination. Explore opportunities to install solar PV and wind harvesting elements on new
structures to offset energy consumption and to capitalize on their large surface coverage.
Water Conservation
Limit landscaping material to native and drought tolerant plant species. Encourage the collection
of rain water for irrigation and toilet flushing purposes. Consider the design and construction of
harvesting facilities and encourage buildings that are constructed with water efficient utilities (i.e.
toilets, sinks, showers and the like).
4
Overall Conceptual Site Plan
5
Conservation Areas
This is a multi-faceted district simultaneously serving several important functions.
Generally speaking, these are natural areas and function to preserve natural
environmental assets. These areas potentially provide linkages to other natural
corridors in the area and are great locations for public parks.
Key Elements:
Accommodates passive recreational activities
Provides future public park locations
Accommodates multi-purpose trails potentially connecting to regional assets
Provides visual buffers separating land uses
Provides riparian corridor protection
Provides potential for treated storm water discharge utilizing Low Impact
Development techniques as shown in the illustration below
Photo: Courtesy of Yakima WA Storm Water Management
6
Agricultural Employment District
This district is an agribusiness employment area promoting and encouraging innovation
in the agricultural sector and bio-energy fields. Locally, tree farms and nurseries,
farmers markets, agricultural support businesses, greenhouses, and agricultural
educational opportunities abound. In addition, Western North Carolina is developing a
strong reputation in the bio-energy field with numerous alternative energy entities. This
region remains well positioned to capitalize on green, sustainable, and innovative
industry.
Key Elements
Provides Conference area for public and private use
Includes Innovation Hall area to house County/State offices and display area
historical and technological resources
Provides Educational area for local agribusiness learning and teleconferencing
opportunities
Provides Business Incubator space for start up businesses including areas for
research and development
Includes Administrative office space providing shared resource opportunities
Provides areas for cultivation and crop development
7
Industrial Employment District
The larger parcels within this district accommodate larger scale targeted industries and
manufacturing activities that complement the area and offer higher wage, skilled
employment opportunities.
Key Elements:
Provides an opportunity to attract industrial uses bringing skilled, higher wage
employment opportunities to the area
Supports manufacturing, assembly, warehousing, agricultural activities
Limits industrial activities from producing excessive noise, odor, light & vibration
Supports large scale office uses such as corporate headquarters, technology
parks, and offices that are ancillary to manufacturing and warehouse activity
Provides parcel size flexibility
Designed with a unifying theme for building facades that incorporates
architectural details and materials supporting an overall theme
Effectively screens service areas and/or locates service activities behind
employment buildings and parking areas
Effectively accommodates semi-trucks and delivery vehicles
8
Commercial Research Employment District
The smaller parcels within this district accommodate moderate scale targeted
industries, offices, research facilities, health care and agricultural related uses. The sites
can offer flexibility for future expansion or can be initially combined to accommodate
larger uses.
Key Elements:
Provides an opportunity to accommodate moderately-sized office and research
facilities that provide for the future employment needs of the area
Provides parcel size flexibility
Designed with a unifying theme for building facades that incorporates
architectural details and materials supporting an overall theme
9