by Max Marbut
Staff Writer
Living his dream.
That’s the best way to describe what entertainment entrepreneur Dustin Greer is doing. He and his partners and investors are creating the latest addition to Downtown’s Entertainment Zone, an as-yet unnamed club on Ocean Street between East Bay and Forsyth streets.
Born and raised in Jacksonville, Greer said opening a club Downtown is a goal he set at a young age.
“When I was in teenager in the late ‘80s I remember driving Downtown and admiring the old buildings. I decided then that one day I wanted to run a club that was built in one of those buildings.”
The project began almost three years ago and has survived the economic and real estate challenges that have affected all developers. Now that it’s nearing completion, Greer made the decision about a month ago that in order to properly supervise the final phase, he needed to be as close to the project as possible. Literally. He rented an apartment at 11 E with a direct line of sight to the club’s front door.
“This is the first time in my life that I’ve been able to look out the window where I live and see where I work,” said Greer.
A veteran of urban living in places like New York City and San Francisco during his previous career as a scenic artist who painted backdrops and murals, Greer said Downtown offers advantages he’s not found anywhere else.
“When I lived in San Francisco I spent an hour every day commuting to where I worked. Now I have this ritual. I get up and have a cup of coffee while I look out the window and see what’s happening on the street. On the elevator down to the lobby I can get the plan for the day in my head. I walk out the door and three minutes later I’m at work. I can also go home for lunch and still keep an eye on what’s going on at the job site,” he said.
Greer also has cone to appreciate the local urban vibe.
“I’ve gotten to know the other business owners in the neighborhood. People in the elevator see me coming and going in my construction clothes and ask me what I’m building,” he said. “I don’t feel I’ve had to give up anything. Some people might complain about not having a grocery store and a drug store on the block, but everybody in Jacksonville gets in their car to go to the grocery store or the drug store.
“I think living and working here is a way to be part of the solution instead of part of the problem. Downtown is a wonderful community and people just need to give it a chance.”
Greer also said everything is on schedule to have the new nightlife venue open and ready for business in a few weeks when thousands of football fans will descend on Downtown for the Konica-Minolta Gator Bowl and New Year’s Eve festivities. By then the club will have a name and the eventual choice might be driven by serendipity.
“I live at 11 E. Forsyth on the 11th floor and the club’s address is 11 N. Ocean St. It seems like I’m surrounded by a lot of 11s,” he noted.
Part of the club’s decor will consist of original floorboards that will be transformed into wall coverings to accent the exposed brick.
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