The construction site along Riverside Avenue represents not only the 220 Riverside mixed-use development, but also a new concept in retail and entertainment for the community, said Alex Coley, principal and cofounder of Hallmark Partners, project developers.
Coley was the guest speaker Friday when members of the Downtown Council of JAX Chamber met for breakfast at The University Club on the Southbank.
Coley said that in addition to 294 apartment units and 18,000 square feet of retail space, the project includes a 3,000-seat amphitheater and bandstand adjacent to a park with a pond and greenspace. A public space, the park section comprises 2 acres of the 6.5-acre development site.
Construction of the project began Nov. 13 after 10 years of planning and approvals, Coley said. That provided the developers time to evaluate other urban park settings and management plans.
"Almost a decade of morass gave us time to visit other cities. We had a lot of time to think about programming," said Coley.
A nonprofit 501c3 corporation, Jacksonville Unity Plaza Inc., has been established to program more than 260 days of the park and amphitheater, Coley said. A portion of the retail-space rent will be set aside for the ongoing expenses of maintaining the venue.
He said he envisions a schedule of live entertainment similar to that of the St. Augustine Amphitheatre. "A special, intimate Downtown environment," Coley said.
In addition to concerts and serving as a site for fundraising events to benefit local nonprofit organizations, also on the list are tai chi and yoga classes, pingpong tables, sandcastle contests, movies and an outdoor reading room.
Coley said winter activities under consideration include a community Christmas tree and an ice-skating rink.
The park programming represents a six-figure annual investment from Hallmark, he said.
"That, plus the $2 million land donation, is a substantial community contribution. We think it's important. What's good for Jacksonville is good for Hallmark and vice versa," said Coley.
"It will really be a spark for Downtown and Riverside," said City Council member Jim Love. His district includes Riverside and Love is a past president of the Downtown Council.
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