A conversation with Paul Graiger, Vice President Iconic Real Estate Investments
Tell us about the latest component of the Doro District? How is this new phase going to complement existing and future tenants?
The area containing the most interior detail on the site plan is a conceptual layout for a boutique bowling alley. We believe this concept is a perfect fit within the Doro District and the broader Sports Complex. As you will see, we plan to emphasize green space and you will also see Forsyth Street as a future pedestrian thoroughfare which should serve to really tie together the Doro buildings with our existing tenants, Intuition Ale and Manifest Distilling. Both the green space and future pedestrian area can be programmed with pop-up events or just serve as a great place to hang out.
Paul Grainger narrating a First Coast Section American Planning Association (APA) Adaptive Brewuse tour of the Doro Fixtures warehouse complex.
You’ve talked before about Atlanta’s Westside Provision District being an inspiration behind your overall Doro District concept. This newest component is similar to Nashville’s Pinewood Social. What did you learn from that project that you are applying here?
Pinewood’s creators, Strategic Hospitality, set out with the intention of designing a great “third place” experience. A place that’s above all else just a great spot to hang out and socialize. The combination of its entertainment elements paired with quality food and beverage allows for this to happen. Although it may be considered a hip concept that attracts lots of millennials, I think one of the things Pinewood does best is to maintain their authentic atmosphere while also remaining approachable to all types of patrons.
Recently, the DIA approved a plan to upgrade short-term parking facilities and make these spaces available to your customers on non-event days. How big has finding a parking solution been to the ongoing development of the Doro District?
It’s a nice first step. DIA was very proactive in helping to come up with this temporary solution. For our existing tenants, it was important to find a short-term answer to the availability of parking within the Sports Complex on non-event days. Moving forward, we will continue to prioritize entrepreneurial density. The fact of the matter for us is we cannot achieve that desired density with large parts of our site lined with parking spaces. We will continue to work toward a long-term solution with DIA as well as surrounding property owners. Utilizing off-site parking will hopefully enable us to maximize site coverage and further enhance the walkability of our area.
Something that’s been impressive about your company’s approach is that you take measured risks, and then deliver a successful product in places that aren’t necessarily on the radar of most developers. Why are you so bullish on places like this in the urban core?
Our acquisition of the Noland building in early 2015 was really a statement of confidence in our lead tenant, Intuition Ale Works. They are a huge draw and already had a devoted following. Their interest in the area gave us the confidence needed to take that measured risk. Since their opening, we’ve seen such a positive response to IAW and Manifest Distilling. It’s really provided proof of concept for the area’s ability to be a draw and evolve into a destination district. Together, it’s a pioneering effort.
The acquisition of the Doro Fixtures warehouses were really the next step in that process. I look at our area and see far more positives than negatives. People want downtown to succeed and we want to be a part of that. I’m personally a believer that if you put the power to shape the experience of patrons in the hands of great entrepreneurs with a passion for what they do it will bring out the best in a project. It’s our job as developers to put our tenants in the best position to succeed.
There has been a lot of attention focused on the area near the Doro District, from the possible razing of the Hart Bridge Expressway ramp to the construction of nearby Daily’s Place. Do you see all of this activity being complementary to your project?
Absolutely. Any new activity in our area or the urban core is a benefit to what we as a city are trying to accomplish in creating a more vibrant downtown. We are big believers in the leadership currently in place within DIA and the Mayor’s office. Shad Khan and Mark Lamping have repeatedly expressed interest in creating a one-of-a-kind experience around EverBank Field and you can see their commitment as you drive by the future amphitheater site. The more there is to do in the area the better.
Article by Mike Field. Contact Mike at mfield@moderncities.com