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WINSTON-SALEM — Piedmont Federal Savings Bank will open its new downtown, Winston-Salem branch office in ROAR, a mixed use, dining and entertainment complex at 633 North Liberty Street. ROAR, a Mayfair Street Partners property, is under renovation with a projected May 2021 opening. Piedmont Federal plans to move its 16 West Third Street office to the new ROAR facility as soon as upfits and buildouts can be completed in their new space.

“The needs of downtown banking customers are evolving and Piedmont Federal is changing to meet those needs with a new location and facility tailored to customer lifestyles and financial plans where they live and work,” said David Barksdale, Piedmont Federal chief executive officer. “The renovated ROAR facility fits perfectly with Piedmont Federal’s commitment to downtown Winston-Salem, dating back to our founding here in 1903.”

In 1926, the corner building at 633 North Liberty Street was Twin City Motor Company, a Ford dealership. In 2021, the same building will open after extensive renovations, housing multiple restaurants, entertainment venues, and soon thereafter, Piedmont Federal. The interior spaces will embody the architectural style of the building’s 1920s exterior. “We are so pleased to work with Piedmont Federal on this project, placing an iconic, Winston-Salem bank inside of this iconic Winston-Salem facility,” said Simon Burgess, managing director of development and construction with Mayfair Street Partners, LLC. “The blending of historical significance and urban renovation with a progressive commitment to move Winston-Salem forward placed the interests of Mayfair Street Partners and Piedmont Federal in perfect alignment.”

Piedmont Federal has been leasing back its space at 16 West Third Street since selling that building in July of 2019. Plans originally had Piedmont Federal moving the downtown office to the corner of Third and Liberty into a different facility slated for development by MayFair Street Partners. The opportunity within ROAR provided Piedmont Federal with much sooner occupancy, allowing the banks’ downtown plans, commitments and strategic business development to move forward while still working with Mayfair.

In 2019, Piedmont Federal launched its comprehensive business banking services program, responding to customer requests to do so. “Customers with their personal banking with Piedmont Federal wanted the same locally-focused service for their business banking, making this service expansion a welcome addition for them,” said Ginger Salt, chief experience officer of Piedmont Federal. “Our move to the new downtown branch office is further evidence of our commitment to downtown Winston-Salem, the needs of our customers, and our desire to expand our local business banking services downtown.”