Myth 4: [Insert flashy project] will be the spark that transforms Downtown Jax

Reality: In isolation, no single “silver bullet” project will provide the spark – it’s all about clustering amenities together.

A rendering of a now defunct gamechanging plan for the Jacksonville Shipyards. (Iguana Investments)

Over the years, many a Jacksonville city leader or developer has been transfixed by a certain beacon of light on the horizon: the prospect of that one expansive grand slam project that will finally turn Downtown around. From the Jaguars’ annual Shipyards pitches to JEA’s proposal to replace the Skyway with a robotic clown car armada, enamored boosters have long chased after that next big “gamechanger” that will take Jacksonville to the next level.

Unfortunately, these beacons of light are really the deceitful lure of the ravenous angler fish of disappointment. While a number of big-ticket projects have indeed been beneficial for Downtown, none has ever singlehandedly transformed it in the way advocates tend to promise. And a fair number of them have failed altogether.

14 projects are underway or planned within 1/4 mile of James Weldon Johnson Park alone. Together, they’ll have a greater impact on Downtown vibrancy than a single “silver bullet” could have on its own. (Ennis Davis, AICP)

The fact is that it doesn’t take complex, costly silver bullet projects to revitalize an urban area. Far more effective is the simple, common-sense principle behind vibrant downtowns the world over: the clustering of complementing uses within a compact setting, or as we call it, the “Three C’s”. Vibrancy is less about finding (and funding) that one elusive big thing than concentrating many different things within easy walking distance of each other, enabling them to feed off each other’s energy. Major projects can still play a role, but their success or failure is likely to come down to how well they work with everything else in place.

JWB Real Estate Capital’s proposed redevelopment and activation of a surface parking lot into a centralized outdoor gathering space between three historic buildings is an example of clustering complementing uses within a compact pedestrian scale setting. (JWB Real Estate Capital)

Myth 5: Downtown revitalization is really hard, and takes a lot of study, time and money

Reality: It’s the little things that make the biggest difference, and they’re often relatively simple.

An example of urban placemaking in Chicago. (Daniel Herbin)

The premise of this myth is that downtown development is, like, really hard. To hope to accomplish anything, the Chamber of Commerce must first plan a Leadership Trip to “[allow] top corporate and civic leaders to visit a select city to learn the best practices and to study cutting-edge ideas.” Then someone must sponsor a study telling us what to do. Then another study of how we’re doing. Et cetera.

This myth may be the most detrimental of all to Downtown Jacksonville, as it leads to inertia. Jacksonville has spent millions of dollars and precious years studying issues that our peer cities have already figured out. However, the problem isn’t the studies, it’s that we seem to do so many – and change course so frequently – that we never end up following their best recommendations.

Fortunately, many of the things that work best to build vibrancy are relatively easy to pull off with a little vision and coordination. Downtown Lakeland offers a good example. Nearly 20 years ago, Main Street was converted from a three-lane, one-way street into a two-way street with parallel parking. This created a better environment for pedestrians, and over time, historic storefronts were revitalized into restaurants and bars. However, narrow sidewalks prevented further activation of the streetscape. To further activate the area, Lakeland launched a $115,000, one-month project to replace one block of parallel parking spaces (11 spaces total), allowing existing businesses to create a sidewalk café-type environment. While Jacksonville has spent more than that on single studies, Lakeland’s approach has already paid dividends. The before (May 2021) and after (November) photographs below illustrative how small investments that take advantage of what you already have can create great placemaking impact overnight.

These are all things Downtown Jacksonville could accomplish with ease. We just need to leave the myths behind and get to work.

Black and Brew Coffee in May 2021 (Ennis Davis, AICP)

Black and Brew Coffee in November 2021 (Ennis Davis, AICP)

Nineteen61 Latin American Restaurant in May 2021 (Ennis Davis, AICP)

Nineteen61 Latin American Restaurant in November 2021 (Ennis Davis, AICP)

This $115,000 placemaking project in Downtown Lakeland is a no frills implementation example of what many dream to see take place in Downtown Jacksonville as a part of the the DIA’s Food and Beverage Retail Enhancement Program. A major difference with this project is that rather than relying on new businesses, it immediately takes advantage of existing businesses to create a sidewalk cafe style atmosphere. This strengthens existing businesses and uses their growth as anchors for additional, complementary infill uses in adjacent storefronts. (Ennis Davis, AICP)

Downtown Lakeland’s Main Street (Ennis Davis, AICP)

Editorial by Bill Delaney. Contact Bill at wdelaney@moderncities.com.

Bill Delaney’s new book Secret Jacksonville, a Guide to the Weird, Wonderful, and Obscure is out. Order a signed copy at thejaxsonmag.com/books.