By Carole Hawkins, [email protected]
Six hundred new apartments — one of the most encouraging signs of Downtown revitalization — were scheduled to open in the Brooklyn neighborhood starting in the fourth quarter of last year.
For those following the project, it was like anticipating the lead act of a rock ‘n’ roll concert — everyone waited. Weeks stretched into months.
And then the moment came.
Brooklyn Riverside, a 310-unit apartment complex behind Fresh Market, released its first 43 units to residents in mid-April.
And then, 220 Riverside, a 294-unit complex just a block away, followed with 26 apartments the first week of May.
The interest is a sign that modern apartments near the urban core — so far, an untested idea in Jacksonville — could draw professional residents.
Rommel Basco, a 39-year-old software developer for EverBank, was among the first to move in.
“I love the place. I love Riverside,” he said.
Basco exchanged a townhome in Bartram Park for a one-bedroom apartment at 220 Riverside.
“From my townhome, it would take 45 minutes to an hour just to get to work,” he said. “That’s as much as two hours out of the day, just to commute.”
The apartment puts him closer not only to his job, but to his favorite after-work hangouts on King Street and Five Points. And, 220 Riverside offered a different kind of living than home ownership.
“What drew me in was their emphasis on social gathering areas,” Basco said. “I like their ideas about having restaurants and Unity Plaza. It’s going to be awesome for everybody.”
Leasing has been strong at both Brooklyn complexes.
At Brooklyn Riverside, 32 residents signed pre-leasing contracts within a month of its sales office opening. Nearly 60 percent of the units have been pre-leased at 220 Riverside.
“We’re seeing a very diverse group of people, it’s speaking to everyone,” said Kelly Treadaway, property manager for MAA, majority owner for 220 Riverside’s apartment component. “The market has been thirsty for this type of product.”
Apartments for both projects will be brought online in stages between now and fall.
The atmosphere at 220 Riverside aspires to create a true live-work-play lifestyle with its connecting events venue — Unity Plaza — and its location near historic districts and Downtown offices.
Together with Brooklyn Riverside and a new Fresh Market-anchored shopping center across the street, they’ve formed the beginnings of a walkable urban lifestyle considered key to successful Downtown redevelopment.
Residents have been attracted to 220 Riverside for its emphasis on gathering places, said MAA marketing development director Diane Gilmore.
“There’s been an industrywide paradigm shift,” she said. “We’re now seeing residents wanting apartment communities to be a place where they can socialize, instead of just a place to live. You didn’t have that 10 years ago.”
A fitness center and a second-floor lounge with a connecting community kitchen and game room are up and ready.
A rooftop saltwater infinity pool is filled, but waiting for the second phase of construction to open.
Outdoor events venue Unity Plaza is still under construction, scheduled for a grand opening on Labor Day, though its step-seating and grassy landings are in place.
Also, 220 Riverside has urban appeal. The style of the apartments is modern, but with the features and finishes of a luxury home.
Its 701-square-foot studio apartment is compact and bright. Instead of a completely open floor-plan, the bedroom features a partial wall that lets in natural light. Sliding barn doors can be closed for privacy or opened for a more spacious feeling in the adjoining kitchen.
The aisle-shaped kitchen gives ample room for its 16 cabinets, eight drawers and full-size appliances.
Brooklyn Riverside also creates a feeling of connected urban living.
The industrial-style building fills a city block, but an open-air breezeway on the interior and an abundance of balcony units on the exterior keep residents in touch with the surrounding outdoors.
Inside, the units follow single-family home trends, like subway tile backsplashes and USB ports in the kitchen, LED and compact fluorescent lighting and vinyl plank flooring.
About a third of the units will have quartzite countertops, an up-and-coming feature in many markets, but one that is still new to Jacksonville.
The others will have marble. Italian-style cabinets are another new trend, offering a sleek modern look.
Customer response so far has come from a diverse group of people, said Brian Oates, development manager for the project.
But, the largest portion of pre-leases has been for one-bedroom apartments. That means Brooklyn Riverside is hitting the young professional demographic they had been targeting.
Other cities are seeing young professionals move back into the urban core. Developers are betting the same market demand exists here.
Both Brooklyn Riverside and 220 Riverside charge rents more typical of Jacksonville’s Southside apartments.
Rates at Brooklyn Riverside range from $909 to $2185 for units from 664 square feet to 1,293 square feet. 220 Riverside is charging $1,090 to$1,825 for units from 618 to 1,204 square feet.
It’s still too early to say how deep the demand for the product is Downtown, Oates said.
But as the developers prove out where Jacksonville’s high end lies, it should draw projects of more density and higher quality to the urban core.