There are never enough hours in a day. It is the summer of 1988, 6 a.m. in Roanoke, and for this father of three the day has started. Lunch for his girls, a kiss to his wife and over an hour drive to Rustburg for work, coordinating multiple construction sites. Ten hours later, he returns to Roanoke, but it is not quite time to go home. Instead, he trades his necktie for a whistle. On a field, there are 30 pairs of young and impressionable ears awaiting him for their next move and instruction, guiding them on the field and in life. For decades, this was the routine of Roanoke native Charles Price, a lifelong community volunteer.
Charles A Price, Jr. – one could say the A stands for Altruist – “an unselfish person whose actions show concern for the welfare of others.” For nearly 50 years, Price has balanced his career, family and community service – expecting nothing in return, only the betterment of people and society. He desires to see improvement in all situations and individuals. Even at a young age, Price would walk down the streets of his Northwest Roanoke neighborhood and would become spellbound by the sight of black contractors building homes. To see these talented individuals with the ability to start from seemingly nothing and end with a future home for a family was both inspiring and important to Price. It made his community better. These walks would one day be the inspiration that would launch his professional career.
Charles A. Price photographed by Ralph Winfrey
Born in 1946, Price, the proud son of the late Charles Price, Sr. and Verneace Payne Price, always was academically and athletically successful. Growing up in segregated Roanoke, Price only went to school with kids and teachers who looked like him. “Being in a segregated situation… it was a form of a village, where you had churches and other institutions to help raise you. We had so much in common from living in the same neighborhood to worshipping together. It felt like our instructors were vested more in us because they really knew our family.” His principal at Harrison Elementary was also his neighbor. “So that didn’t leave too much of an option to mess up a lot.”
When asked about who he was as a high school student, he was modest and humble – two words many would use to describe him. Price says he was a student athlete always playing various football positions: starting center, defensive end and cornerback. He graduated in 1965, the largest graduating class in the history of Lucy Addison High School.
Darlene Kasey, one of his classmates, says “Charles was one of the ‘good guys’ as far as classmates go. Everybody liked him – REALLY liked him. He was a great student and we all thought the world of him and still do. I can’t think of a better person in any capacity than Charles,” she says. “You name it – he was always tops. And he never meets a stranger! He makes you feel as if you’ve known him forever.”
This well-loved and successful high school graduate would graduate from Hampton Institute (now Hampton University). “I always knew I had to go to college. All my life education was always emphasized by my teachers, family and community. They always talked to us about going to college, to make sure that our grades would be up to a standard to be accepted to college.”
It was there, in 1969, he met the love of his life, Anita James. After graduating with his bachelor’s in architecture. Price would become the first to graduate college in his family. In 1971, he married his soulmate, Anita James and moved to Baltimore. While there, he worked for two architectural firms over a span of seven years. During that time, he was exposed to the challenges that black businesses faced to win contracts. A lesson that he would continually have to work to overcome during his 30-plus year career.
Later Price began working for Payne Construction Company, the largest black-owned Construction Company in Southwest Virginia. He was vice president of Payne Construction Company from 1977 until 2010. His uncle, James Payne, a Roanoke native, started the company in New Jersey. Payne later moved the business to Southwest Virginia. There were few black-owned construction companies then or now in Virginia. In 1978, Price moved his young family back to his hometown of Roanoke. Payne Construction Company would go on to build projects throughout the state including renovations at Langley Air Force Base in Hampton, as well as projects in northern Virginia, Maryland, D.C. and North Carolina. In the late 80s, Payne Construction eventually moved the business to Rustburg where Price would commute from Roanoke every day for nearly 20 years.
The construction of many of the major African American churches in the Roanoke Valley were overseen by Price, including First Baptist Church Gainsboro;, Hill Street Baptist Church; the front addition of Saint Gerard Catholic Church; Macedonia Baptist Church; Morning Star Baptist Church sanctuary addition; an addition to Jerusalem Baptist Church; Garden of Prayer #7 addition; and the administrative offices of Loudon Avenue Christian Church. Payne Construction also was responsible for refurbishing an area for the administration at Saint Paul College as well as other projects there. It was one of the few projects that Payne Construction was able to utilize minority subcontractors.
Price learned that as a black businessperson, the hardest thing for him to overcome in Roanoke, was regardless of who knew him, black or white, they were quick to give their business to white contractors. In addition, because he was black, there was always the constant reminder that he had to work harder and prove himself.
“I received a rude awakening at that time as a black businessman in what was facing black businesses,” Price says. “Fortunately, early in my career I was able to learn from my uncle how to overcome various roadblocks that affected the company. Before then I had never experienced a black man sitting and talking with a bank executive. Despite our company having adequate funds to secure a loan the bank attempted to underfinance us. Why? The banker labeled the company as a black business. I recall my uncle saying:
‘No. I am a business owner that happens to be black. I want you to understand that I am a black man who is simply trying to do business in the community and that I expect to receive the same respect and treatment that you would give any other business.’
He found his experience in construction was parallel to what was happening in the community. Price knows firsthand about the lack of small black business in Southwest Virginia and the lack of jobs minorities were awarded by municipalities. Therefore, when he was appointed to serve on the City of Roanoke’s Planning Commission, he jumped at the opportunity. It was his desire to assist with the economic progression of the city. He served on the planning commission for 12 years, one of those terms as chair. This altruistic spirit led him to serve the valley in various other volunteer positions including former member of Roanoke Valley Visitors and Convention Bureau; currently president of the Roanoke Area Chapter of Hampton University Alumni; TAP Board of Directors; Roanoke Higher Education Authority Board of Trustees; and Center in the Square Board of Trustees. His service not only helps shape the community but inspires others to give back as well. Cheryl Ramsey, former secretary of Roanoke Chapter of Hampton University Alumni admitted, “As a fellow Hampton alum, when I returned to Roanoke he made me get involved with the alumni chapter and be the secretary for 13 years! I’d like to think he helped mold my love, sometimes dislike, with volunteering. I was further inspired to volunteer with the Harrison Museum because I saw the love and passion he had in it.”
Price’s influence has been felt throughout the Roanoke Valley. Hundreds know him as Coach Price. Since the 70s, he coached youth recreation football. He was the former athletic director of Star City Recreation Club Football, as well as a former coach and board member of NW Recreation Club and NW/Wilmont Recreation Club. He was instrumental in getting Countryside Sportsplex off the ground, and helped in overseeing the construction. Volunteering as a coach has been more than just teaching the techniques and philosophy of football. Price wanted to give kids the chance to see the potential within themselves. “An amazing man. I’m proud to be one of his Northwest Raiders as a child. He taught me the values of being a calm and thinking man. He will always be Coach Price to me,” says Roger Redd.
He influenced his players by stressing the fundamentals of the game, enforcing the discipline of good sportsmanship – that it was not just important with football, but in the game of life. “Football was an escape from work. I showed up in my dress shirt AND pants as an example that black men work in all careers. I hoped that my presence there served as something positive…not dealing with the pressures of the business world,” Price says.
For nearly 40 years, he faithfully coached young men. Although a father of three daughters, during football season he was a father figure to many impressionable boys. And despite the stress of a highly demanding job, a long commute, and balancing family life, summer after summer he gave of his time to teach young men how to be better young men – to be respectful. Price says that sometime he even found himself coaching the parents on parenting. The players always provided the motivation that kept Price coaching for nearly four decades. He was more than their football coach. He was their life coach. “I cannot remember a time that I was in his presence and didn’t receive a jewel to add to my bag of life. Coach Price’s work speaks for itself! His life’s work of framing-up, leading, orchestrating and directing the footsteps of the youth of this valley, is something that I truly champion. I salute his dedication to seeing greater things for this city,” says Jerel Rhodes, Renaissance Academy Founder.
Upon retiring from Payne Construction in 2010, he continued to volunteer by serving on the board of Harrison Museum of African American Culture. During the 1980s, the same building that was once his elementary school, became a vault of regional African American History and a hub for visual and performing arts. Since 2012, Price has been the chair of the museum. In 2013, under Price’s leadership and dedication, Harrison Museum opened its doors inside the newly renovated Center in the Square in Downtown Roanoke. “He was so passionate about opening the Harrison Museum in Center in the Square and has volunteered thousands of hours to make sure that the community has access to this wonderful museum.
His dedication opened my eyes to the fact that we all can make a difference no matter our age or stage in our careers and life,” says Julie Ann Goodman, former Center in the Square employee.
For eight years, Price has selflessly dedicated his life and time to the museum. The same discipline and commitment he once devoted to his professional career and football teams, he now pours into the museum on a daily basis. Harrison Museum, run by Mr. Price and a mighty crew of dedicated volunteers, is responsible for the Henry Street Festival, museum tours, lectures, HBCU Fair, performing arts events and much more. In his humble altruistic spirit, he takes little to no credit for the great works the museum has produced over the past few years. He is the heartbeat that keeps the non-profit organization alive.
“Charles Price is an amazing man that has donated so much of his life to the Roanoke Valley. Without him I doubt the Harrison Museum would still be in operation and they never would have constructed the basketball courts at Countryside,” says Carey Harveycutter, Director of Tourism for the City of Salem
“He’s a very calculated thinker and cares how the outcome of his actions affect the city as a whole. Charles Price is genuinely connected to his community and the citizens. A born leader!” says Kit Kelso, Henry Street Festival volunteer
Charles A. Price’s love and service for his community cannot be measured. His service to this community stands tall just like the buildings he helped build throughout the region. His quiet strength speaks volumes toward his passion for bringing people together. His entire life he walked a path of service. Along this journey he is behind the scenes making countless sacrifices in his fight for a stronger, positive and united community. Price is the epitome of serving the people. A true definition of an “unsung hero.”
Tags: At the Feet of Our Elders
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