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The Practical Outlook for Traffic, Fiber, and Historic Commerce in Purcellville: PBA’s June Meeting Recap

The Purcellville Business Association returned to its morning format on June 9 at the Loudoun Golf and Country Club. The session shifted from state-level policy to examine county-level infrastructure projects and local efforts to revitalize the town’s historic commercial district.

After opening remarks by PBA President Hannah Won, Erin Rayner gave an update on the Purcellville Town Council’s vote to codify a three-year utility rate plan. The plan raises water and wastewater rates to meet operational standards and protect the town’s bond rating. She then introduced Catoctin District Supervisor Caleb Kershner, Western Loudoun’s representative on the Loudoun County Board of Supervisors.

Regional Transportation Infrastructure

Supervisor Kershner provided status reports on three major transportation projects intended to manage traffic pressure driven by Loudoun County’s population growth:

  • Route 7 and Route 690 Interchange: Ground broke on this grade-separated interchange on May 1, 2026. The project includes reconstructing the Route 690 bridge over Route 7, installing two roundabouts, and adding shared-use pedestrian paths. Supervisor Kershner said traffic engineering models estimate the interchange will remove 25 to 30 percent of existing traffic from Hirst Road, reducing congestion in downtown Purcellville.
  • Route 9 and Route 287 Interchange: This project is currently undergoing utility relocation and extensive earthwork. It features a two-lane roundabout, widened approaches, and updated stormwater drainage infrastructure.
  • Route 7 and Berlin Turnpike Improvements: Currently in the design phase, this fully funded 1.2-mile project is scheduled to begin construction in 2028. It widens ramps, expands through lanes, adds turn lanes, and upgrades signals between Eastgate Drive and the Route 7 ramps.

Broadband Expansion and the Western Loudoun Rec Center

Kershner highlighted the progress of a $70 million project to bring high-speed fiber internet to roughly 8,600 underserved homes and businesses in Western Loudoun. Funded through a combination of federal ARPA funds and Virginia Telecommunication Initiative (VATI) grants, the initiative has required zero local taxpayer dollars. All Points Broadband is executing the buildout in five distinct zones, coordinating utility pole preparation with Dominion and NOVEC. The first 2,000 homes should be connected within the next 90 to 120 days, with overall project completion targeted for December.

The board also endorsed the final design for the Western Loudoun Recreation Center in March. Planned for a 142-acre county-owned site in Purcellville, the 9,600-square-foot facility is scheduled to break ground in the summer of 2027, with completion projected for fall 2029. Amenities include a 37.5-meter competition pool, a leisure pool, a gymnasium, indoor and outdoor tracks, eight athletic fields, and dedicated courts for pickleball and tennis. The final design features a direct off-slip ramp onto eastbound Route 7 to prevent facility traffic from impacting town roads.

Commercial Land Use and Business Regulation

The discussion addressed the Board of Supervisors’ recent approval of the Valley Commerce Center (VCC), a new commercial park on the Purcellville border. Acknowledging local opposition regarding traffic, Kershner stated he voted to approve the project to address a shortage of flex-industrial space that was forcing local small businesses to relocate to places like Winchester or West Virginia.

The developer committed to a low floor-area ratio (FAR) of 0.19 across the 120-acre site and pledged funds for traffic signals and improvements at the intersection of Hirst Road and Purcellville Road. One-third of the site is already leased to JK Moving for long-term storage, which engineers estimate will generate only about 50 vehicular trips per day. Kershner noted that he has publicly encouraged the Purcellville Town Council to consider annexing the property into town limits to gain access to utility proffers and bolster the local tax base.

Regarding the ongoing Western Loudoun Zoning Ordinance Amendment, Kershner noted that the board rejected a proposal for proactive zoning enforcement, opting instead to fund three reactive enforcement officers to respond strictly to formal citizen complaints. He expressed opposition to excessive county regulation of agritourism businesses and local establishments operating under state ABC licenses, arguing that local zoning should not overreach into commerce regulated by state law.

Downtown Revitalization and Main Street Efforts

The meeting concluded with a presentation from Becky Gardner, Vice President of Purcellville Main Street. Operating as an independent 501(c)(3) organization, the group completed its first year of community events, including the Shamrock Fest, which drew over 4,000 visitors to the 21st Street corridor.

Gardner addressed the organizational challenges stemming from the Town Council’s previous decision to dissolve its resolution joining the Virginia Main Street program. The dissolution leaves the local group in a holding pattern, temporarily cut off from state matching grants and technical guidance intended for downtown enhancements.

Rayner clarified that the council’s decision was largely based on misinformation regarding mandatory town funding and criticisms that the program unfairly favored downtown businesses over the rest of the town. In response, Gardner emphasized that a healthier commercial core benefits the entire municipal economy.

Moving into its second year, Purcellville Main Street is shifting its focus from pure event coordination to concrete business support, including business roundtables, downtown directional signage, and partnerships with local entities like Nichols Hardware to install lighting along 21st Street. The group hosts weekly meetings every Thursday at 8:30 a.m. at the Hardware Cafe, and its next major event is the annual Downtown Block Party on August 22.

Look Ahead: Summer Schedule This session concludes our formal programming for the season. The association will host a series of informal social and networking events over the summer months, with regular monthly briefings resuming in September. Details on summer dates and locations will be sent out in the coming weeks.