Starting From Memories

By Stan Primak & Scott Weiss Stan and Scott are members of The Cliffs at White Rock, LLC.

Today, most of White Rock’s businesses are gone. We have to ask ourselves “What happened”? Are the rents too high? Are we experiencing the need to get off the hill and traveling to Espanola, Santa Fe or Albuquerque more? Have businesses been mismanaged or did owners retire and move on? These questions are subject to endless debate in town, but it is generally agreed that the reasons for the current state of White Rock are complex and there is need for improvement.

An opportunity to make a difference in White Rock’s future has come knocking. As a lot of hard work would have it, Los Alamos County has chosen The Cliffs at White Rock, LLC to develop the A-19 tract on State Road 4 in White Rock. The Cliffs at White Rock plans to partner with the County to help elevate the living, retail, and tourism experience in White Rock.
“Does anyone even care” somebody might ask. Is there a need for a commercial revitalization in White Rock? The answer came to us after looking back on family memories in White Rock.

When The Primak’s moved to Los Alamos in 1978, White Rock had what was generally
considered a vibrant commercial district. There was a “Box” store, a wonderfully landscaped outdoor village mall, and a bowling alley. There was also a lumber yard, an ice cream/music store and several restaurants catering to the families of White Rock and Los Alamos resident.
Driving down to White Rock from Los Alamos to go bowling, splurging on ice cream, and playing at “Rocket Park” on Saturdays were considered a special treat and have been forever etched into family memories.

Yes, there is a need to create more memories for today’s families in White Rock. We plan to help solve that need through “The Commons”, the commercial component of our plan for A-19 and “The Cliffs at White Rock” its residential component.

The entry into “The Commons” will be situated at the intersection of State Road 4 and Sherwood Boulevard. Working closely with Los Alamos County, an attractive streetscape presence with appealing signage will be created as both residents and visitors enter “The Commons”. It will be immediately evident that the focus is on people. We aim to celebrate White Rock’s beautiful year-round weather as we foster a place for people to gather. The Commons will be a communal place for all ages while featuring a kid-friendly water element in warmer months and an outdoor warming area in colder months.

We are excited to invite the inclusion of a transit hub with buses that travel to Los Alamos and surrounding areas into “The Commons”. A revamped bus system connecting downtown White Rock with Espanola and Santa Fe will encourage fuel saving travel to and from town and provide a smart option for commuters in both directions. Additionally, the retail component of “The Commons” will have attractive, environmentally-conscious spaces for businesses that will attract quality shops and desirable restaurants. The integration of office and retail minded work/live spaces near “The Commons” will help further bolster daytime activity in White Rock.

A goal of the development is to make the new White Rock a place people want to come to. As tourists and travelers drive on State Road 4 on their way to Bandelier, the Valles Caldera and the Jemez Mountains, “The Commons at White Rock” will house the new White Rock Visitor Center. Returning groups of working people coming daily, mothers and organized groups will meet to eat or have a cup of coffee. While we are early in our planning, we aspire The Commons to be White Rock’s neighborhood “hub’ and an inviting place to stop, shop, eat and most of all, to socialize.

The residential neighborhood at “The Cliffs” will be designed to incorporate an environment that values interchange among its residents. Two hundred twenty-five housing units will include single-family homes, town-homes, condominiums and apartments. These value minded residences will be attractively and intelligently designed and feature carefully selected green principles. A tot lot, playing field, open space and walking paths will create an active, child-friendly and pedestrian environment.

Knowing your neighbors, spending time outside, walking, running, and ice cream sharing are all activities that create vitality. They also create memories. We hope to see you later this year in White Rock for Q & A sessions as we partner with the County to help create memories for your family. For more information please go to the preview website; http://www.cliffsatwhiterock.com/.