The Mag’s Cafe building and a neighboring structure in Downtown Jacksonville are on course for transformation into a connected mixed-use development after the Downtown Investment Authority board voted to recommend incentives to redevelop them.
The nine-member board voted unanimously in favor of resolutions to provide a combined $3.5 million in forgivable and deferred loans for the Mag’s Cafe building at 231 N. Laura St. and the adjacent structure at 44 W. Monroe St.
With the votes, the incentive packages will advance to consideration by the Jacksonville City Council.
Resolution 2025-11-01 would support a proposed $4.71 million renovation of 231 N. Laura St. by Alan Cottrill, president and CEO of Avant Construction Group.
Under terms of a redevelopment agreement between Cottrill and the DIA, he would purchase the building from Historic Urban Core LLC through an LLC he would form before the closing.
According to DIA records, Cottrill plans to renovate the two-story building into a mixed-use development with two one-bedroom apartments and about 1,880 square feet of space for rental to a local restaurateur. The restaurant square footage includes patio space at the corner of Laura and Monroe streets.
The DIA would provide slightly more than $1.9 million in incentives for the project, comprising a $718,445 Historic Preservation, Restoration and Rehabilitation Forgivable Loan, a $807,400 Code Compliance Forgivable Loan and a $381,500 Downtown Preservation and Revitalization Program deferred principal loan.
Resolution 2025-11-02 would provide $1.62 million in incentives toward a $4.08 million adaptive reuse of 44 W. Monroe St. into four one-bedroom apartments and 2,700 square feet of retail and cafe space.
Those incentives would be awarded to Rafael and Carmen Godwin, owners of Historic Urban Core LLC, and would comprise a $687,955 Historic Preservation, Restoration and Rehabilitation Forgivable Loan, a $608,700 Code Compliance Forgivable Loan and a $324,100 Downtown Preservation and Revitalization Program deferred principal loan.
The DIA documents say Cottrill and the Godwins have had conversations with a restaurateur about creating a passageway through the first-floor walls of the buildings to combine the restaurant space.
“Similarly, the Owner (Cottrill) intends to combine the second floor in similar fashion with a single common entrance through the stairway provided on the Monroe Street side of the subject property,” says a staff report on the Laura Street building.
In addition, the staff report said Cottrill and city officials are in talks to improve a billboard on the roof of that building and coordinate its use for the benefit of the city.
DIA board member Cameron Hooper said he wished the best for the project but was concerned about its long-term financial feasibility. He based those concerns largely on estimated rental rates in the project’s pro forma, which he said were higher than other residential properties Downtown.
“If we’re voting yes today and going forward (with the project), looking at the numbers, be prepared: We’re going to have to put more money into it,” he said. “Based on the numbers I’m looking at, we’re going to have to put more money into it.”
Cottrill, in an interview after the meeting, said the rental rates factored in growth of Downtown redevelopment through such projects as the $2 billion Gateway Jax development, the Four Seasons Hotel & Residences, the Armada soccer team stadium and more.
“We understand that it has a small return at this point in time,” he said.
“We understand that it requires some sweat equity on our part to get it across the line. And we understand that we won’t have 100% occupancy and the best rents. And as you always do in real estate, we’re prepared to take that risk.”
Other board members said the location of the buildings, within eyeshot of City Hall, made the redevelopment worth the investment of public funding.
Board Chair Patrick Krechowski, speaking about walking past the vacant Mag’s Cafe building on his way to the board meeting in the main Jacksonville Public Library, called it a “fairly miserable” experience.
Board member Carrie Bailey said her support of the project was based partly on Avant’s involvement. Cottrill said that of nine projects funded partly through the DIA’s Downtown Preservation and Revitalization Program, Avant had completed four and was working on another.
“It helps us move our goals forward and we have a great partner to do it,” she said.
Board member Sondra Fetner said the corner of Monroe and Laura streets was “critical to the city center and the vibrancy and livability in this area.”
“We need someone to do this project,” she said. “To me, these smaller projects are so critical because they’re kind of like the glue between our bigger projects.”
Steve Kelley, DIA director of Downtown real estate and development, said the incentives would not be paid until completion of the project.
In response to Hooper’s concerns about additional funding being required, Kelley told board members that while there could be further requests for assistance, the board was under no obligation to grant them.
“I want to push back a little on the idea that we’ll have to provide more money. No we won’t,” he said.
The Monroe Street building was constructed in 1947 and the former Mag’s Cafe building was built 10 years later.
The Jacksonville City Council voted in August 2025 to grant local landmark status to both buildings.
Avant and the Godwins have also partnered in a proposed adaptive reuse of 225 N. Laura, a three-story building next door to the former Mag’s Cafe.
In May 2025, Council approved $2.56 million in incentives for that project, which calls for a ground-floor restaurant with eight short-term rental units on the top two floors.