by Joel Addington
Contributing Writer
Three Northbank apartment buildings — Metropolitan Lofts, 11 East and The Carling — all report having at least 90 percent of their units rented, but that hasn’t stopped them from offering move-in incentives and resident services in addition to the obvious draw to living in the urban core: location, location, location.
“It’s really convenient for my work,” said Charlie Munn, whose employer Douglas Asphalt is working on an I-95 construction project. “And I like the atmosphere.”
Munn moved into Metropolitan Lofts about a year ago when the building first opened. His primary residence is in Mississippi.
“I had friends that lived in lofts in other cities and thought I might like it,” he said.
As part of Munn’s corporate leasing package, he received a health club membership, which he said was part of the reason he chose Metropolitan Lofts.
Property Manager John Spatz confirmed residents are offered a free membership at Gold’s Gym as well as wireless Internet at no additional cost.
The 116-unit apartment building on West Church Street also offers residents a complimentary concierge service, something 18-year-old Tierra McQueen said adds to the appeal of the building.
“It’s more upscale than what I’m used to,” said the college student from the Westside whose father works at a Downtown fire station.
“My dad like’s the fact it has security,” she added, referring to the key card needed to access the building as well as to ascend to her specific floor in the elevator.
The concierge company also hosts events for the residents, which many say fosters a type of neighborhood atmosphere not found at many apartment buildings.
“Once a month they’ll get together in the lobby and have a happy hour at different Downtown spots,” said Spatz. “It’s good for them to get to know their neighbors.”
To add new residents to a building of mostly young, single tenants working Downtown, Metropolitan Lofts also offers move-in incentives like 50 percent off the security deposit and administrative fees before Feb. 29.
Current tenants can also receive $500 off one month’s rent (which ranges from about $900 to $1,900) if they can get a friend to sign a lease.
The Carling and 11 East, located on West Adams Street and East Forsyth respectively, are Downtown apartment buildings owned by Vestcor Inc.
The 13-story, 100-unit Carling was built in 1926 as the Roosevelt Hotel and still retains some of that classic decor. Vestcor rehabilitated and renovated the building, which feature a marble staircase, terrazzo floors and a 1,000-square-foot fitness center. 11 East adds another 127 units.
For Jared Nichols, a resident of The Carling for the last three months, Downtown living means excitement.
“All the special events take place down here — parades, parties, the football games,” said Nichols, a 32-year-old restaurant manager. “It’s the most exciting place to be in Jacksonville.”
While The Carling’s and 11 East’s property manager Melanie Thompson didn’t want to reveal the company’s marketing strategy, she said most of her residents are drawn in by “word of mouth.”
Guy Llewellyn, a new resident at 11 East, said he found out about the building where many do — the Internet.
“I liked the location, the price and everything you get for your money,” said the 25-year-old transplant from Wisconsin, who moved his last bit of furniture into his 12th-floor unit Wednesday afternoon.
“I’ve got a view of the river. It’s great.”
Like at the Metropolitan Lofts, Thompson said her tenants enjoy various functions and parties. “We have great customer service and are very friendly with the residents,” she said.
The City is also doing its part to get people to live and work Downtown by offering businesses tax credits for workers who reside close by.
“We go to all the businesses Downtown and tell them about the tax credit,” said Spatz. “For every employee that lives downtown, they (the businesses) get a $3,000 tax credit, so it’s enticing for companies to encourage employees to live here.”
While there are many reasons to relocate Downtown, there are a few things missing.
“There’s no Wal-Mart store close by,” said McQueen, one of the many recent college grads used to stretching dollars at the big box store.
And while Munn said he feels safe in his building, Metropolitan Lofts, he doesn’t feel so in the immediate area.
“The crime in Jacksonville concerns me,” he said.
Spatz admitted that some areas of Downtown can turn into a concrete desert nights and weekends.
“They need to put more things down here — shops and restaurants,” he said. “It’s very limited here now.”
Thompson agreed.
“There’s a lot missing,” she said. “We need more business and we need more police presence. A grocery store would be nice too, but I hear that’s coming in.”
For the record, the Publix in Riverside is only about a seven minute drive from Metropolitan lofts, and the Winn-Dixie on Market Street is currently being remodeled.
But despite a few concessions residents make to live Downtown, it seems most plan to stay.
“It’s coming along,” said Nichols. “It will only get better.”