by Bradley Parsons
Staff Writer
Mike Tolbert, who as a marketing and political consultant helped shape downtown, told the crowd assembled at Independent Square’s top floor Thursday to go out and take a picture of the Jacksonville Landing. In one year, he said, nobody will recognize the old image.
Tolbert is helping his old friend Toney Sleiman put a new shine on what he called “Jacksonville’s jewel.” By the time the city hosts the Super Bowl in early 2005, both men said visitors will see a radically different Landing. National restaurant chains with sales in the millions will attract high–end retail and more downtown residences, said Sleiman. However, there’s one piece of 16-year-old unfinished business that must be taken care of for everything else to fall into place he said.
“We gotta have parking downtown,” said Sleiman. “Downtown is short 4,500 spaces and no parking spaces means no tenants. Why do you think all these buildings downtown are half–empty?”
Sleiman said he thought the City needed to be prodded in ongoing negotiations to supply parking to the Landing. In Sleiman and Tolbert’s comments to the Florida Public Relations Association, each punctuated just about every sentence with some mention of parking.
Tolbert said the current Landing represented “16 years of unmet promise,” largely because of the City’s failure to supply parking as promised in the original lease agreement with previous owners Rouse Co. Sleiman assumed that lease when he bought the Landing this summer for about $5 million.
Under the terms of that agreement, the City is forfeiting $100,000 a year and paying Sleiman $275 daily until parking requirements are met. Unless the situation changes, Tolbert said the Landing will continue to cost the City money rather than bringing it in.
“What can we look forward to under the status quo?” asked Tolbert. “No revenue to the City, the City will continue to spend about $800,000 annually for maintenance, insurance and so on.”
As Tolbert spoke he flipped through a slide presentation showing vacant restaurants with overturned barstools sitting atop empty bars. “This is what you get with no parking,” said Tolbert.
The parking drumbeat seemed to strike a chord with the packed dining room. The crowd of about 100 applauded when Tolbert told them to “go out of here and say ‘we gotta’ have parking.”
Sleiman declined to offer specifics about his “aggressive” plans for the Landing’s turnaround. Earlier this week, Sleiman presented to the City Council plans that included a 120–slip marina and parking decks that could also house condos and retail. It would also require the City to close Hogan Street between the Landing and the T-U Center. Possible retail tenants include The Cheesecake Factory, Jos. A. Bank Clothiers and S&K Menswear.
Sleiman said the permitting process for the marina was already underway. He said the marina would offer transitional slips for short–term stays. No electricity or water would be provided.
The renovation will necessitate City incentives, Sleiman said. He plans to present his plans to the Downtown Development Authority and the Jacksonville Economic Development Commission in December. He said he hopes to gain Council approval for his plans and City incentives by February. Phase one of the redevelopment is scheduled for completion by the 2005 Super Bowl.
Sleiman will unveil his renovation plans Thursday night. He said free beer, food and entertainment will be available. He urged everybody to come to the Landing for the event.
“That’s if you all can find parking,” said a smiling Sleiman.