PRICEVILLE — As communities across North Alabama open their doors to a booming economy and the influx of high-paying jobs and career opportunities, some of the area’s best kept secrets are emerging as desirable locations for residential expansion.
Breland Companies becomes the newest residential developer to propose a single-family project in Priceville at the intersection of Bethel and River Roads. The proposed development consists of 774 homes built in seven phases, according to documents submitted to the city.
Priceville, at the intersection of I-565 and Alabama 67, is known as the “Crossroads of North Alabama.” Now, the quiet little bedroom community is sitting at a crossroads of opportunity.
Less 30 minutes from Redstone Arsenal and Huntsville’s Cummings Research Park, Priceville is inevitably pulled into the periphery of North Alabama’s burgeoning workforce recruitment efforts.
Word travels fast in a small town and some of Priceville’s long-time residents, many who were born and raised there, are expressing reservations on social media. A planning commission hearing on the project is set for May 16.
One resident asked, “When did our town become a city?”
According to the 2010 Census, Priceville’s population was 2,658; now, the number is, according to the 2020 Census, 3,512 residents. Since a population of more than 2,500 people qualifies as a city, Priceville has had “city” status for more than a decade.
Priceville Mayor Sam Heflin is outwardly welcoming the growth but acknowledged a lot has changed in the 14 years he has been involved in city government.
“I would say the biggest change is the number of people,” Heflin said. “Priceville still has a small-town feel, close enough to Huntsville, Madison, Birmingham, and Nashville to get the convenience of the big city, but still with a small-town atmosphere where everybody’s family.”
Some residents are asking if there are enough roads, adequate water and sewage services, police and fire support, and enough schools and parks to support Breland’s the development.
“We’ve been a hidden gem for a long time and all the developers have found Priceville to be appealing for building houses, so we need to make sure our infrastructure and schools system stay ahead of the growth,” the mayor said. “We have stayed on top of it for now while being financially sound with the money that comes into the city.”
Joey Ceci, president of Breland Companies, addressed those concerns.
“We are proposing a master planned community of 774 homes, but this project will be built in seven phases and will take 10-13 years to build,” he said. “The first residents would not start moving in until early 2024 and then, depending on market conditions, the last homes would not be built until 2035.
“So, the impact on Priceville will be very gradual rather than a sudden influx of people and traffic”
Ceci said many of the concerns have been addressed through planning and meetings with local stakeholders.
“Over 30% of this project will be kept and preserved as greenspace,” Ceci said. “After discussions with the community, we reduced the number of homes and density from what others have previously proposed and added road improvements to address traffic concerns.”
The impact on local infrastructure was a big part of that planning, he said.
“We worked with engineers for the city to examine water and sewer capacity,” Ceci said. “After the recent upgrades completed by the city, there is more than enough capacity for these homes and future development.
The city also requested an independent traffic study with this proposal. That study shows that our project will not overburden Bethel and River roads.”
When discussing growth, Heflin said members of the City Council do not want to become another Madison, which has sometimes struggled with managing some of its growth issues.
“I do try to look at some of the things Madison has gone through and I try to make sure we are staying ahead of that with our infrastructure,” Heflin said.
When asked to address those concerns, Ceci cited the Comprehensive Growth Plan approved by Priceville last December.
“Priceville has done a much better job than other communities in planning for future growth,” he said. “What we are proposing is very much in line with the growth plans developed by the city.”
Residents raised concerns about Priceville becoming a sea of starter homes.
“I have lived in Sandy Acres since I was 6,” said one resident. “I hate to see those homes ‘choked out’ by starter homes.”
Ceci said the new development will be different from other developments in Priceville.
“Our neighborhood will be a mix of homes that will be a step up from previous developments in Priceville and will add value to the community,” he said. “It will feature first-class amenities such as a pool, fitness center and dog park with home prices from the mid $300’s to $500,000.
“We have built similar neighborhoods (in Madison) at Clift Farm, Lake Forrest and River Landing. This community will be heavily landscaped with walkable tree-lined streetscapes that remind you of a small southern town.”
The site is adjacent to the Wheeler Wildlife Refuge which sees thousands of migratory birds each year such as ducks, Canada geese and Sandhill Cranes. Questions about its impact on the refuge have also been raised.
“The Wheeler Wildlife Refuge is a national asset, and we are committed to being a good neighbor,” said Ceci. “We have met with refuge leadership to learn how we can be that good neighbor to both protect and enhance their mission.
“As a result, over 3,000 native trees and large shrubs will be planted, and we will provide continuing education to residents about the refuge and the wildlife it protects. After discussions with local wildlife groups, we are converting an old hunting cabin on the property in to a viewing point for bird-watching, nature photography and other uses that promote conservation and the environment.”
Retail business is something Heflin strongly supports and said is much needed in his community.
“Retail is one of the biggest challenges Priceville faces,” said Heflin. “We don’t want smokestacks, but we do need to recruit more retail.”
Ceci cited his company’s past developments as retail success stories.
“We want to partner with Priceville to develop a vibrant commercial corridor for Marco Drive,” he said. “We have worked on similar ‘Town Center’ commercial developments at Clift Farm (in Madison) and Town Madison and know that these tenants need rooftops to support them.
“What we are proposing is the right kind of development to bring the restaurants, coffee shops and boutiques people want.”
One resident said he had been farming in Priceville for 75 years and has had to adjust numerous times over the years because of population growth.
“I hate the attitude that ‘I got my little piece of Heaven and no one else is welcome,’” he said. “Growth is coming so … let’s look for how we can work together to continue to make Priceville a great place to live.”
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