by Max Marbut
Staff Writer
It’s not about what Downtown is or even what some people think Downtown is. It’s about what Downtown could be.
That’s the emerging tone as the Laura Street facade grant program progresses.
Downtown Vision Inc., the nonprofit advocacy group funded by Downtown property owners and the City, is encouraging stakeholders along Laura Street from Hemming Plaza to the St. Johns River to participate in a storefront appearance improvement program.
The program will complement the $3 million sidewalk and street rehabilitation project the City is scheduled to complete before the May 26-29 Jacksonville Jazz Festival.
The encouragement is in the form of a $100,000 pool of funds from DVI’s budget designated to provide outright grants of up to $1,500 and 50-percent matching grants of up to $20,000 to help property owners enhance the vertical aspect of the four-block corridor.
Since March 25, Chris Flagg, landscape architect and principal of Flagg Design Studio, has been meeting property owners on Laura Street to collect their ideas about façade improvement. Flagg is a member of DVI’s board of directors and the Downtown Development Review Board of the Jacksonville Economic Development Commission. He has been retained by the City’s Planning and Development Department to design the enhancements for the grant program.
Nine stakeholders along Laura Street have begun the grant-seeking process, which will culminate in applications being submitted for review and approval by a committee of DVI board members, staff and a representative from JEDC.
“There is every level of interest. I’ve heard everything from ‘we want to let people know we’re still here’ to ‘I want my building to be a blank canvas.’ They are all trying to make their neighbors jealous. That’s making this process exciting,” said Flagg.
Although each design will be distinct, Flagg said the theme for the project is to promote a café culture while preserving the street’s rich architectural history and creating new sidewalk activities.
“It’s fascinating dealing with the scale. Every building has its own personality. Regardless of if it’s one story or 42, it’s all about the pedestrian,” said Flagg.
Flagg presented the preliminary concept and drawings for what he calls the southern “bookend” of the Laura Street project Tuesday to Landing General Manager Janice Lowe and Marketing Director Michael Chambliss.
Flagg’s concepts include adding more lights and color to the side of the building facing Laura Street, creating a space that’s flexible for different activities and enhancing the area where the statue of Andrew Jackson used to be near the Hogan Street cul-de-sac, possibly with a fountain.
“I look at the Landing as the front door to Laura Street. It could be its own project,” said Flagg.
He suggested “shade sails” similar to those in the conceptual design for the Southbank Riverwalk improvement project and plant boxes or a movable railing to create an outdoor dining area along Independent Drive.
“We’d like to bring attention to the Independent Drive side of the building, not just the courtyard,” said Lowe, who also likes the idea of improving the area on the west side of the Landing.
“Now, when you walk out of the Times-Union Center, you walk into nothing. It might be an opportunity for an upscale café on that side of the building. Having the right look in the front could help market the property,” she said.
Chambliss said adding color and light to the north side of the building could bring customers to the Landing from all along Laura Street.
“We want people who are standing in front of Chamblin’s (near Monroe Street), look down Laura and see the Landing and want to come down here,” he said.
Flagg said the next step is to take all of the preliminary concepts, evaluate stakeholder’s impressions and comments and develop cost and materials estimates. A third meeting will allow each property owner to select individual elements from the concept based on budget.
DVI Director of District Services Amy Harrell said the deadline for submitting applications for the grant program is July 15. For more information, visit www.downtownjacksonville.org.
356-2466