Downtown Roanoke, Inc. (DRI) is a non-profit organization dedicated to making Downtown Roanoke the preferred place to live, work, and play. Established in 1960, DRI collaborates with businesses, property owners, government agencies, and community organizations to develop strategies, shape public policy, and implement programs that strengthen the economic vitality of downtown Roanoke. Their activities include economic development, beautification projects, and organizing numerous community events throughout the year, such as "Dickens of a Christmas" and "Elmwood on Ice." DRI also manages the Downtown Roanoke Ambassador Program, which focuses on maintaining a clean, safe, and welcoming environment through services like litter removal, hospitality, and outreach. The organization aims to preserve the character of the past while pursuing an innovative future, positioning downtown Roanoke as the urban center of Western Virginia.
