Mixed-use goes boutique commercial on East Bay Street

News

by Max Marbut

Staff Writer

The original plan for the two-story building at 131 E. Bay St. was to convert the structure into a Manhattan-style loft above a 1,200 square-foot retail space.

That phase of the project was completed when John and Jenny Ream moved into their new Downtown digs in 2006. The couple moved in and truly enjoyed the historic feel of the space. They had restored the original hardwood floors and left the exposed brick and beams to become part of the loft’s urban decor. They also enjoyed being able to walk to cultural events at the Times-Union Center and felt a part of the heartbeat of Downtown as they looked out on the street. Their loft was the best seat in the house any time there were fireworks set off on the river and if they opened the door to the patio adjacent to the kitchen, they could hear acts performing at the Florida Theatre.

“We want to be part of Downtown’s redevelopment and revitalization,” Ream said while the renovation was near completion. “It’s adventurous. We want to make a difference down here and be part of bringing the critical mass of people that need to be on the Bay Street corridor to make it more vibrant.”

The loft was everything the couple hoped it would be until they started their family. What was perfect for two was a bit cozy for three, so the Reams relocated to the suburbs.

The building was in hibernation until about two months ago when Ream decided it was time to strike out on his own and open an advertising agency. He has more than 10 years of marketing and management experience including positions at The Dalton Agency, the YMCA, Seamark Ranch and Solantic.

Partnering with a former colleague from the Dalton days, Ream is opening “The Connect Agency” in the building where he and his family used to live at 131 E. Bay St. He described it as a “boutique” firm that will offer clients services on an as needed, ala carte basis as opposed to more traditional agencies that always seek long-term commitments for a wide range of services. Ream believes the concept is the future of advertising and marketing.

“We’ll have top-line staff in specialty areas,” he said. “The majority of our business is going to be strategy development, integrative marketing and brand architecture. There will be a lot of focus on digital, mobile and Web-based media.”

Unlike most people who decide to open a business, the part of the process that involves finding the perfect office space wasn’t a factor for Ream. He has converted the upstairs loft into a conference room and an area for meetings or presentations. Since it used to be his home it has a fully-equipped kitchen, which will come in handy for planning sessions that go into the night or entertaining clients. The downstairs space is devoted to the agency’s reception area and workspaces. Ream said he plans to cover the exposed brick walls with works by local artists.

“I had this space Downtown and I wanted to use it. The district it’s in is perfect for a creative business because it’s near entertainment and the arts. Timing-wise it worked out perfectly,” he said.

While the use of the building has changed dramatically from mostly residential to entirely commercial, Ream’s philosophy about what he wants to contribute to the neighborhood hasn’t changed at all. One of his first accounts will be the neighborhood just outside the agency’s front door.

“We want to help champion branding the Bay Street corridor as Downtown’s arts and entertainment district. We’re planted here and we’re putting down our roots. The City has done a good job supporting the initiative but it’s the local property owners that are going to make it happen,” said Ream. “There are some great opportunities here.”

Ream is in the process of hiring staff and putting the finishing touches on the office space. He said expect an open house the first Week of February, most likely the first Wednesday evening in order for him and his new business to be a part of Art Walk.