New club at 11 N. Ocean St. finding its niche

News

Staff Writer

The latest addition to Downtown’s Entertainment Zone around East Bay Street and the area around the Florida Theatre has another venue that’s attracting a crowd. The grand opening of Lit at 11 N. Ocean St. won’t be for a few more weeks but Downtown workers and residents have already discovered the new watering hole.

By 30 minutes deep into Happy Hour last Friday afternoon, there wasn’t an empty seat at the bar and the rest of the after-work patrons were conversing and mingling with their drinks in their hands. Most had just left their offices and came to Lit for a few beverages and to meet friends. Several were Downtown residents who said the club’s atmosphere is a welcome and unique addition to the neighborhood.

The club’s entrance on Ocean Street between Bay and Forsyth streets doesn’t really offer a hint to the decor inside. Enter the door, turn right and then left and you leave Downtown behind and find yourself in an intimate space illuminated by overhead fixtures that wash the brick walls with soft light. Candles on the bar and tables add to the mood.

As for the music, it’s kept at a level during Happy Hour that doesn’t interfere with carrying on a conversation. Later in the evening when the DJ goes on duty, it’s more of a club atmosphere.

The idea, said Operating Partner Dustin Greer, is to provide an alternative to the dance clubs in the neighborhood. Lit is more laid-back, he added, and a great place to take a break from the full-on club scene.

“I think there are more clubs per square foot in this part of Downtown than anywhere else in Jacksonville. Between here and Market Street we’ve got six clubs, two restaurants and the Florida Theatre. Every venue has a different vibe,” said Greer.

He also said Lit’s reputation will be built on a quality experience from the call brands in the wells behind the bar to strict rules for dress code and decorum.

If you think you recognize one of the faces behind the bar, it may be because you’ve visited the lounge at the Casa Marina Hotel at the beach. That’s where bartender Veronica McLean worked before she came to Lit.

The native of Rio de Janeiro, Brazil, arrived in Jacksonville via San Diego. She said Lit’s urban feel, clientele and location were the factors that motivated her to give up the beach bar scene in favor of the urban core.

“I’m from a big city and I missed the vibe,” she said. “It’s great to see Downtown growing and we’re attracting a very stylish crowd of young professionals.”

McLean said a libation from her homeland has been a hit at Lit. It’s called the “Caipirinha.” The Brazilian version is made from a South American liqueur called “Cachaca.” but McLean said the Americanized recipe she makes with rum or vodka has become a popular choice. The cocktail involves crushing limes with granulated sugar and then adding the spirits.

“It’s kind of like a Mojito but without the mint,” said McLean.

Lit is open Thursday 9 p.m.-2 a.m., Friday 5 p.m.-2 a.m. and Saturday 9 p.m.-2 a.m. Greer said as business builds the schedule will expand to nights earlier in the week. The club is also open during Downtown’s signature events including the next First Wednesday Art Walk March 3.