Is it Good for Front Royal: John Marlow’s Mantra Echoes at Town Council Work Session

From a retail strategy to the much-debated and sometimes dreaded prospect of a data center possibly coming to Front Royal, the Town Council, at their work session on Monday, December 1, had occasion to ask former mayor John Marlow’s perennial question: Is it good for Front Royal? Development was the thread woven throughout the evening. To the point, what type of apparatus does the Town have for economic development? In the absence of an economic director on staff, what role do various departments play in this equation where the council serves as an executive function? Town Manager Joseph Petty fielded questions on the spot about economic development, describing how the playing field is currently articulated and advising conservative tactics going forward.

The Town Council gathers for a work session on Monday, December 1, in the evening. Royal Examiner Photo Credits: Brenden McHugh

Present at the session were representatives of Retail Strategies, Michael Warsaw and Jimmy Pritchett, anticipating the possible renewal of a contract that proceeds in one-year increments. Warsaw explained to the council that the first year was spent laying the foundation for recruiting retail to Front Royal, a process that the upcoming second year will enhance, with businesses hopefully arriving on site in the third. The Town’s cost for each year of service with Retail Strategies is $55,000. Vice Mayor Amber Veitenthal remarked on the high quality of the work presented by Warsaw, although she communicated that she has more questions than answers at this point. Until that evening, the council members had no way to contact the Retail Strategies team directly, but that was quickly remedied when Warsaw and Pritchett furnished each member with one of their business cards.

Portfolio Director for Retail Strategies, Michael Warsaw, presents to the council everything gained from a year-long relationship with the Town and its prospects, as the contract renewal is looming this month.

What emerged from this presentation was a picture of the role the tourism department plays in economic development, specifically, Lizi Lewis, the department’s director. Petty’s feedback suggested that this dynamic should be preserved. As Warsaw stated: “Front Royal is the expert.” When it comes to an apparatus, the tourism department serves as the intelligence that connects strategists with the data they need about the community to attract business. It is that very relationship which was deepened throughout the first year and will grow even deeper if the contract is renewed.

Before the presentation, the council considered a two-year extension of an agreement with Blue Line Solutions, the company with whom the Town has partnered in a school zone speed enforcement program facilitated by automated systems that Blue Line Solutions maintains. The program has been a success, with the Front Royal Police Department noting a significant drop in speeding violations and a high rate of fines paid. After the Retail Strategy presentation, several housekeeping items were addressed, including an ordinance amendment to streamline fees and policy for the energy department. Then a special-use permit for an artistic mural was reviewed, followed by the consideration of a request for out-of-town water and septic service in the corridor for industrial use. The council also considered an amendment to the Town’s policy for public rights-of-way vacations.

The evening concluded with a discussion on whether the council is ready to vote on allowing data centers through a special-use permit and on the performance standards that the planning commission has labored to produce in concert with staff. Veitenthal expressed that a data center might be better placed outside town in one of the county’s industrial zones. Her concerns about setbacks and other issues led her to believe that a ban on data centers in the town would be appropriate. Warrenton’s recent ban was mentioned, and Councilman Joshua Ingram joined Veitenthal in her assessment of the situation insofar as a similar ban might be appropriate. Others who spoke were Councilman Bruce Rappaport and Councilwoman Melissa Dedomenico-Payne, who allowed that the performance standards could be perfected should the Town succeed in procuring a consultant to review the case. So far, the legal firms that the Town has approached have declined.

Weighing the disposition of the council, Mayor Lori Cockrell postponed the discussion of data centers and performance standards to January, confirming with legal counsel that, as the item is the subject of a recommendation from the commission, “some action is required.” With no other business to attend to, the work session was adjourned.

Click here to watch the Front Royal Town Council Work Session of December 1, 2025.