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Life after Alcoa: Rockdale must learn to promote itself

Construction of a new Rockdale Intermediate School and renovation of other Rockdale campuses are considered two of several positive characteristics in the town needed to overcome the economic slump expected with the shutdown of Alcoa’s smelter. (Shirley Williams/Telegram)
ROCKDALE - As the shadow cast by the shutdown of Alcoa Inc.’s Rockdale Operations smelter and subsequent layoffs begins to hover over Rockdale, residents discussed solutions to keep their town alive and well during a meeting last week. Those topics included economic adjustment and workforce funds to address the immediate needs of Central Texas towns impacted by the shutdown.

Central Texas Council of Governments Executive Director Jim Reed facilitated the session attended by 48 people. Reed spoke on efforts by CTCOG and regional councils of governments to help communities and individuals needing assistance.

Alcoa is laying off 660 employees from its Rockdale Operations after closing its six potlines because of spiraling aluminum prices, and the cost of electricity at the local plant.

Reed said that from August 2008 to the present job fairs, training, and job placement for those affected by the layoff have been offered by Workforce Solutions of Central Texas-Rockdale office.

From August 2008 to present and ongoing, informal meetings have been conducted which included, Milam County, Rockdale, Cameron, Chambers of Commerce, CTCOG, Capitol Area COG, Brazos Valley COG, Development District of Central Texas, state Sen. Steve Ogden’s office and the governor’s office.

This month a regional innovation grant application is being prepared with the primary contact being Workforce Solutions of Central Texas-Belton office. In the spring CTCOG will apply for an economic adjustment assistance grant application with the primary contact CTCOG, Reed stated.

Some perks for Rockdale, bracing for a major economic downturn from Alcoa’s production curtailment, include a $28 million school construction and renovation package, with the idea that new schools will bring new people into town.

Central Texas areas impacted by Alcoa’s curtailment have no less than three councils of governments, and three workforce commissions in its corner to promote the region.

Supporting laid-off employees are on-site Alcoa personnel, job fairs, and workforce staff helping the 2,000 to 3,000 people who have come to the local workforce office for assistance. The workforce center has conducted computer classes, interview instruction, resume writing, helped identify unemployment benefits.

The Rockdale Downtown Association, meanwhile, has had many inquiries into opening businesses in the downtown area, and is working with Chamber and city to promote Rockdale, is interested in bringing education components and assessment of the area, tourism, is working for Preserve America designation for the city.

Milam County and Rockdale historical groups are working together to reap rewards from the county’s ties to the nationally acclaimed El Camino Real de los Tejas Historical Trail. Milam County is a Preserve America County and funds may be brought into the county, and a preservation fund was set up in the county and is used to help historical attractions around the county, which also are funded by cities and the county. Additionally, the proposed Alcoa Park on U.S. Highway 77 will be a recreational draw for the county.

Thus far, volunteers met twice in Rockdale, once in Austin with the Texas Department of Agriculture, TEEX, Texas Workforce Commission and Governor’s Office of Economic Development and Tourism.

Milam County is within easy travel of three major airports, seven hospitals, three universities, two junior colleges and 45 minutes from a major interstate.

Little River Health Care System, Rockdale’s medical center, is expanding services, recruiting specialists, opening a dialysis center, operates a senior assisted living center, and has awarded five $5,000 college scholarships to county applicants.

Real estate companies are reporting a lot of activities, including some sales and some new listings, but people are not trying to dump their property and get out of town, and people want to buy homes in the area. Additionally all types of inquiries of buying property in the area continue including business and residential. At the town meeting, discussions were inconclusive on whether Neighborhood Stabilization Funding helps any of the people that may have trouble with mortgage.

Curbside appeal is a major goal of the city of Rockdale, which is enforcing regulations for cleaning up properties around town. Charges will be pressed and fines will be imposed on those not adhering to ordinances because cleanup of town is a priority, officials said. Annexation of the Rockdale Industrial Park is under way now because city services cannot be provided unless it is in the city limits. Then infrastructure of the industrial park is being reviewed.

Rockdale is situated within less than two hour’s drive from major Texas cities, but Rockdale in its own right gets more than 18,000 vehicles coming through town each day, Chamber officials said.

“These numbers mean a lot for the survival of Rockdale,” Chamber President Denice Doss said. “Any business considering expansion should contact the Chamber or city with plans.”

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