An action plan for Downtown's revival

News

by Max Marbut

Staff Writer

Returning Downtown Jacksonville to the commercial and retail vibrancy the urban core was known for in the 1960s has been on the City’s “wish list” for years. In May 2000, the City Council approved a “Downtown Master Plan,” that reflected the vision of how residents wanted to see Downtown in the future. The document set out where Downtown needs to go, but what it lacked was how to get there.

In September 2006, a seven-month process to identify how the revival would progress began with the formation of four task forces, each charged with exploring a specific aspect of the overall development and redevelopment project.

Made up of a volunteer force of local industry and business professionals, the task forces worked with Jacksonville Economic Development Commission (JEDC) staff and paid consultants to create an implementable plan to accomplish the goals of the Downtown Master Plan. Four key concepts were assigned: Retail; Pedestrian, Open Space & the River; Residential; and Infrastructure.

Each group focused on a particular discipline but as the process progressed, four key concepts common to all of the task forces’ findings emerged by the time the groups adjourned for the last time in March 2007.

Now, JEDC is ready to implement those action plans based on the four objectives, and the commission is already beginning with phase 2 of the Bay Street Town Center project.

“The four objectives and the action steps that accompany them are the product of almost two years of citizens’ input and they are critical to move Downtown in the direction we want it to go,” said JEDC Executive Director Ron Barton. “It’s a collection of important actions we need to take and a way to breathe life into the Downtown Master Plan. Some are public, some are private and some are public-private partnerships.”

The four concepts that are expected to be the foundation of Downtown’s rebirth are improving walkability, making Downtown a destination, making Downtown a neighborhood and ensuring a framework for sustainable success.

Making Jacksonville’s urban space easier to navigate on foot will be a critical part of its revival and one of the first aspects of the plan that will be implemented, according to the final report published by the JEDC.

“Our Downtown streets are rather harsh and viewed by many people as unwelcoming and confusing. The streetscape is something you take for granted when you visit other cities and you realize when you get back (to Jacksonville) how our streetscape isn’t as nice as it could be,” said Barton, who added, “We’ve moved the streetscape projects to the front of the list. That’s one thing we haven’t paid proper attention to in the past and it’s also one of the things that has contributed to the lack of momentum in Downtown redevelopment.”

Downtown is already viewed by many as the cultural, recreational and economic center of the region, which will help establish Downtown as a destination that will draw people from the surrounding neighborhoods. More scheduled events, more marine-themed attractions and an aggressive marketing plan to bring more retail to the urban core are also expected to attract more on-street activity. The report states bringing more people Downtown will “increase the perception of safety and help build a critical mass of residents, visitors and employees.”

The streetscape improvements along Main Street from State Street to the Main Street Bridge are nearing completion. Bay and Laura streets are next on the list, followed by converting several one-way streets Downtown to two-way use, improving the trolley system and installing signs to make it easier for visitors to find the places they are looking for.

“When it comes to Downtown, streetscape is infrastructure just like roads and utilities are in the suburbs,” said Barton.

He also said the sidewalk improvements can be accomplished with a far smaller budget than other elements of the plan, like building work force housing, redeveloping the Friendship Fountain and Metropolitan Park areas or facilitating large-scale catalyst projects like a new convention center.

“Streetscape improvements recognize our limited resources,” said Barton, referring to the recent reduction in the City’s property tax revenue following approval of the property tax reform amendment last month. He said funding for the various elements of the comprehensive project will come from the City’s Capital Improvement Program (CIP), the three Downtown Tax Increment Financing (TIF) districts, state and federal sources as well as public/private initiatives.

Some elements are already underway, like the Main Street and Bay Street improvement projects. Other streetscape elements including converting one-way streets to two-way traffic are expected to be in place by the end of 2008.

The larger capital projects of the plan, like extending the Riverwalk from the Fuller Warren Bridge to Memorial Park in Riverside, aren’t expected to be complete until 2012. The Hogans Creek Greenway portion of the plan, including decontaminating the creek bed and restoring the tributary’s ecosystem, is expected to take at least six years to complete.

The Downtown Action Plan: 19 steps

• Enhance the level of service for “Clean and Safe” programs

• Develop and implement a comprehensive streetscape plan

• Convert one-way streets to two-way streets

• Create a Riverwalk enhancement plan

• Improve Downtown connectivity with an enhanced trolley system and Bus Rapid Transit (BRT)

• Enhance event programming

• Improve wayfarer signage

• Refine development approval process and create “One Stop Shop” approach

• Promote workforce housing

• Implement innovative parking programs and parking management initiative

• Update and implement stormwater management plan