by J. Brooks Terry
Staff Writer
In an effort to control rowdy crowds, the Landing plans to charge a $5 admission fee during Florida/Georgia weekend.
According to Landing management, there will be six gated entry points and a $5 admission charge on Friday, Oct. 29 and Saturday, Oct. 30.
“Yes, there will be significant changes this year,” said Landing spokesperson Rachel Kaltenbach. “We don’t have any reason to believe that these changes will negatively affect the public’s experience, however.”
Kaltenbach said the admission cost can be redeemed for one beer or soda once inside the Landing. She added the goal of the admission charge is to help control
raucous fans before and after the game.
“We’ve created a certain value, but it really is a safety issue that we have to address,” she said. “For years we’ve promised the (Jacksonville Sheriff’s Office) that we would better manage the crowds down here during that weekend.
“Things like the gates and admission charge are excellent ways to have more control there.”
The $5 charge may also help with Landing expenses during that weekend.
“Believe it or not, the Landing loses money every year during Florida/Georgia weekend,” she said. “Sure, you see thousands and thousands of people down here, but it’s our restaurants and merchants and vendors who turn a profit. We still have to pay a lot of money for sanitation and security.”
According to Kaltenbach, a portion of the admission charge will benefit a local charity. She said $5,000 will be donated to a yet-to-be-named charity.
“We’re still finalizing that aspect of it, but we plan to make that announcement soon,” said Kaltenbach.
Steps are being taken to divert activities away from the Landing courtyard, a notorious bottleneck during most major events downtown.
Kaltenbach said open Landing spaces, including Club Landing and the Music Factory in the second floor food court will be used as night clubs.
“Both of those venues can hold 1,000 people each,” she said.
Landing owner Tony Sleiman said downtown streets around the Landing also will be incorporated into this year’s festivities.
“We do want to spread things out a bit more,” said Sleiman. “We’ll use areas along Hogan and Water streets so that we can be sure we don’t jam too many people into one area. Doing it that way is also good for businesses who happen to be a little farther out from the water.”