Amber Veitenthal Seeks Another Term, Says Front Royal Should Be Selective About Growth

Front Royal Town Councilwoman Amber Veitenthal says the town needs economic growth, but not at the expense of the community residents already call home.

As she seeks another term on council, Veitenthal is pointing to a proposed ban on data centers, the search for a secondary water source, economic development, and what she describes as a need to be more selective about the kinds of businesses and development Front Royal attracts.

Veitenthal discussed those issues during an interview at a Republican-endorsed candidates’ gathering at the gazebo in downtown Front Royal.

This will be Veitenthal’s third election cycle but, if elected, only her second full term. She first joined council after Jake Meza vacated his seat, winning a special election to serve the remaining year. She then won a full term.

“I did not intend to run again,” Veitenthal said.

She eventually reconsidered after encouragement from town staff, family and friends and after thinking about how much work remained unfinished.

“You need one term to learn and one term to execute,” she said. “I haven’t been there long enough to get enough things done.”

Firm Stand Against Data Centers

One issue where Veitenthal leaves little doubt about her position is data centers.

She wrote her own motion seeking to ban them in Front Royal and said she remains convinced the town has the legal authority to do so.

“I don’t think it’s any surprise where I stand on data centers,” she said.

Veitenthal said the town sought outside legal counsel as council considered its options. She said the attorney had experience both working with and opposing data center projects and advised council that banning, restricting or allowing the facilities were options it could consider.

She said finding outside counsel was difficult because many attorneys with experience in the field already represented data center developers.

Veitenthal also said the council’s position changed as members discussed the issue and heard from residents. What began without a clear consensus eventually led to a unanimous vote on her motion to pursue a ban.

She acknowledged the large public turnout likely played a role.

“The fact of the matter is, there are things that I’ve taken action on as a council member that aren’t how I feel personally,” Veitenthal said. “At the end of the day, you have to do what’s right for Front Royal.”

Her argument against data centers is also connected to her broader view of development.

Veitenthal said Front Royal should not accept every business simply because it promises investment or tax revenue.

“We’re not for sale,” she said. “Just because you’re going to make us a lot of money doesn’t mean you’re the best fit.”

Growth and a Limited Water Supply

Water is another major concern.

Veitenthal said work is underway on a possible secondary water source, although she said her position on council prevents her from discussing many details while options are being explored.

The issue predates her time on council, she said, and is becoming more important as the region experiences periods of drought.

“Growth is inevitable,” Veitenthal said. “And it needs to be strategic.”

She said the council has worked with a consultant, as well as businesses and property owners, to identify another source.

But finding more water is only part of the equation.

Veitenthal said town officials also have to consider how much development Front Royal can support with its existing resources.

“We need to make sure we take care of the people and the things that we have before we add more,” she said.

That philosophy has influenced her approach to some development proposals that have come before council.

It also shapes her support for what she called responsible urban agriculture.

Veitenthal said some Front Royal properties have an acre or more of land, enough in her view for residents to raise chickens or pursue small-scale homesteading if they can do it responsibly.

She said residents with enough property should have opportunities to become more self-sufficient and provide some of their own food.

Looking for Jobs, Not Just Rooftops

While Veitenthal wants Front Royal to be selective about growth, she also argues the community needs more jobs and commercial revenue.

Her preferred targets include manufacturing and federal government operations.

Veitenthal pointed to neighboring Winchester and Frederick County, where federal agencies provide jobs that draw workers from around the region.

“I want to see a manufacturer or a federal agency,” she said.

For Veitenthal, the issue is personal.

Members of her family worked at Avtex, once a major employer in Front Royal that drew workers from throughout the northern Shenandoah Valley. Its closure left an economic hole that she believes the community is still trying to overcome.

“We’ve been economically devastated since Avtex shut down,” she said.

Front Royal has advantages it can use to compete for new employers, Veitenthal said, including its location and relatively low electricity and real estate tax rates.

The problem, she said, is that many people can afford to live in Front Royal but must leave the community each day for work.

That means some of their spending leaves with them.

Residents commuting elsewhere may buy groceries, meals and other goods closer to their workplaces, she said. Veitenthal believes that pattern makes it more difficult to attract and support additional businesses in Front Royal.

She pointed to the community’s grocery options as one example. Veitenthal said she previously contacted potential grocery retailers and was told the area needed more rooftops and stronger market conditions.

Her preferred solution is not simply adding houses. She wants jobs that let more people live and work locally.

Choosing What Fits Front Royal

Veitenthal said economic development should include asking a basic question when a company or developer approaches Front Royal: What does the proposal bring to the community?

She used Main Street as an example.

Businesses have a place in the community, she said, but that does not necessarily mean every type of business belongs in every location, particularly within the historic downtown district.

Being selective, she said, is part of preserving Front Royal’s small-town character.

At the same time, she said efforts are underway to actively recruit businesses.

Front Royal is in the second year of a three-year relationship with Retail Strategies, and Veitenthal serves as the council’s liaison. She said the organization attends trade shows and promotes Front Royal to prospective businesses, highlighting available properties, zoning and potential development sites.

She is also encouraged that the town and Warren County are working together on economic development.

Finding additional revenue will become increasingly important, she said, because major infrastructure needs — including a secondary water source — will cost money.

Without new revenue, Veitenthal questioned how long local government can keep taxes down while paying for needed improvements.

‘My Work Here Is Not Done Yet’

Veitenthal said residents should not mistake disagreement among council members for an inability to work together.

Council members debate issues and do not always agree, she said, but they can also compromise and maintain good working relationships.

The data center debate is one example.

Council did not begin the discussion united behind a ban, Veitenthal said. Members talked through the issue during work sessions, considered legal questions and listened to residents before ultimately reaching a unanimous decision on her motion.

That process reflects how she views her role as an elected official.

“I truly believe that government is a government of the people, for the people, by the people,” Veitenthal said. “Whether it’s my opinion or not, if that is what the people want, then that is what I’m elected to do.”

She may not have planned on another campaign, but Veitenthal said she ultimately decided there was too much unfinished business to walk away.

“I don’t think my work here is done yet,” she said.

The decision does come with at least one sacrifice.

Veitenthal joked that she had been looking forward to having a few more Monday nights free for football.

“But hey,” she said, “what’s four more years?”

Town Talk, sponsored by National Media Services, Inc., is a Royal Examiner series that introduces you to local entrepreneurs, business owners, nonprofit leaders, and public officials who help shape Warren County. Conversations cover a wide range of topics about our community and the people making a difference.