Project: Guiding a leadership team to define the purpose, values, criteria, guardrails, and long-term vision for the revitalization of a village that was once home to the world’s largest blanket manufacturer.
The project will initially launch with a world-class, multi-use Velosolutions bike park featuring a paved surface, event lawn, and natural surface walking path. Additional elements of the first phase of the 40-acre revitalization are expected to include: low-impact gravel parking with stormwater management features like bioswales and rain gardens, a bike park pavilion, a temporary bike shop and park office, and an event lawn for movie nights, music and community events, frisbee, picnicking, or simply relaxing with friends and family.
Community Revitalization .
Context
Beacon Manufacturing Company relocated its operations from Massachusetts to Swannanoa, North Carolina in 1924. The mill was owned by Charles D. Owen, who constructed the first housing community for employees in 1925. Over the next few decades until the 1960s, the mill and associated village continued expanding as the social and economic hub of Buncombe County. However, financial difficulties led to the closure of the mill in 2002. A year later, in 2003, the factory buildings were devastated by a fire intentionally set by an arsonist. Since then, the 40+ acre site has remained abandoned and in disrepair.
Purpose: To Light Up Life
At the conclusion of our 4-month discovery journey, it was time to clearly articulate the project's central purpose. The purpose needed to be expansive enough to encompass the village's wide range of experiences—biking, farmers' markets, music events, and picnics on the green. It also had to resonate with a diverse audience: neighbors, outdoor enthusiasts, families, tourists, community partners, future residents, and more.
Most importantly, the purpose had to be deeply rooted in the venue's core values and its authentic story. A meaningful metaphor emerged directly from the venue's name—The Beacon. We discovered that a lighthouse symbol had appeared in early blanket designs, packaging, and labels, while fire beacons historically served as signals on mountaintops to share news or celebrate. Lighthouses, too, have long been symbols of guiding ships safely home. This metaphor held rich significance.
We guided the team through a process of exploring this idea. What did they want The Beacon to symbolize? What did they want to be a beacon for or of?
They envisioned being a beacon of joy, community, connection, meaningful growth, well-being, play, and new possibilities. From these insights, we distilled the essential idea: Lighting Up Life. This idea takes on different meanings depending on the context of village experiences—whether it’s Lighting Up Life with a movie night on the green, Lighting Up Life for a community celebration, or Lighting Up Life through fun and adventure on the bike track.
The Process
