The Jacksonville Beach Fishing Pier stretches a quarter mile across the sand and over the Atlantic Ocean.
For most visitors, it is a place to fish and take in the view.
That will be changing this year as new operator Curtis DeWitt’s vision begins to take shape.
DeWitt, 37, owner of Beach Life Rentals and Jax Beach Surf Shop in Jacksonville Beach and the Salt Air Inn & Suites in Atlantic Beach, wants to make the pier at 503 N. First St. a destination for both locals and visitors.
He has installed picnic tables with umbrella coverings since he took over Dec. 19.
He envisions a children’s game area, a rotation of food trucks, a small convenience and souvenir store and a place for live music and other entertainment. Weddings aren’t out of the question.
DeWitt is already providing what he calls “golf cart concierge.” Via golf cart, the service delivers drinks and snacks to visitors who call in requests from the end of the pier.
“I want to give it more of a boardwalk feel,” he said.
The amenities
Last fall the city of Jacksonville, which owns the pier, accepted DeWitt’s request for proposal.
Daryl Joseph, the city’s director of Parks, Recreation and Community Services, oversees its operation.
The new amenities are just what the pier needs, he said.
“Around the country most piers are operated by a private operator. That allows for experiences and activations that cities just don’t get into,” Joseph said.
He compared it to the First Wednesday Art Walk, coordinated by Downtown Visions Inc., in and around James Weldon Johnson Park in Downtown.
“We want to see the pier activated. We’re not putting limitations on what can happen at the pier. Of course the need is huge for seating while still maximizing the fishing out there,” Joseph said.
Any changes will involve security considerations and making maximum use of the space allowed, DeWitt said.
The rental contract with the city calls for $84,000 a year or 10% of gross earnings, whichever is higher.
“I am hoping I have to pay more than $84,000,” DeWitt said.
A mild winter is helping his numbers. As of Jan. 24, the pier had more than 15,000 visitors, he said.
DeWitt charges $2 a person to walk on the pier and $5 to fish. Duval County residents receive $1 off. Visitors with a valid room key also receive $1 off. Annual passes are $90.
DeWitt is recruiting local businesses to offer 10% discounts at their establishments to those with the season pass.
As he walked along the pier on a windy but comfortable January day, DeWitt knew many people fishing or walking by name.
Few fish were biting but it was an excuse to be outside.
Cathy Roberts, 76, is a longtime Beaches resident and annual pass holder. She walks the pier whenever the weather allows, which she considers a good way to help make her 10,000 steps a day.
Roberts enjoys the view, fresh air and chance to talk to other pier regulars.
“If I was younger, I’d apply to get a job here.”
The history
The Beaches have had several piers since 1900, according to documents from the Beaches Museum in Jacksonville Beach and a history by Donald J. Mabry.
Some were connected to hotels and another had a dance hall. Hurricanes and severe weather caused their demise.
A pier at Sixth Avenue South in Jacksonville Beach opened in 1960. It was 1,200 feet long and had a small restaurant.
Hurricane Dora in 1964 caused the pier to lose 400 feet. In 1999, Hurricane Floyd caused most of it to collapse into the ocean.
What was left was destroyed by what was ruled as arson in 2002.
The current pier opened in 2004.
In 2016, Hurricane Matthew did extensive damage to the end of the pier and that portion was closed.
A year later Hurricane Irma caused even more damage and the pier closed completely.
It reopened in July 2022 after $10 million of repairs.
The business model
The pier is open 7 a.m. to 7 p.m. daily in the winter. DeWitt plans to expand the hours to 6 a.m. to 10 p.m. in the spring and eventually keep the pier open 24 hours a day all year.
DeWitt, with his mother’s assistance, operated the ticket kiosk and concession stand when he took over in December.
One day they sold more than 150 cups of hot chocolate. In the first week, he went to Sam’s Club six times in seven days to replenish supplies.
Creating revenue without overcharging visitors is DeWitt’s business model.
He is making as much space as possible in the concession stand area to continue selling fishing tackle and frozen bait, as well as food and drinks. People are already stopping at the pier just to grab a snack, he said.
The store will also sell souvenirs and Jax Beach Surf Shop T-shirts.
DeWitt bought the former surf shop’s name, website, phone number and the last of its clothing inventory last spring. The shop closed when the space it was renting behind the Jacksonville Beach Bandshell and across from Surfer The Bar was torn down. The lot remains vacant.
“I just wanted to keep the brand alive,” DeWitt said.
Currently, the pier doesn’t sell alcohol. DeWitt hopes to change that and is working out details.
He acknowledges that though alcohol is currently prohibited, people are sneaking beer onto the pier.
He would rather control consumption by selling the products on-site. He believes wine and beer sales will attract after-dinner visitors.
To be successful, DeWitt knows he has to keep the ideas coming.
“Disney and all of the theme parks try to add a new attraction every year. That way your annual pass is worth having for another year,” he said.