WEST MAIN MASTER PLAN PROJECT

MARKET STUDY SHOWS THE BENEFITS OF THE WEST MAIN MASTER PLAN PROJECT

by Emily Echevarria Renderings courtesy of Speck & Associates and DPZ CoDesign

Downtown Pensacola’s growth over the last decade has brought the core of the city to life with eateries, retail and the bustling activity during regular events like the year round Palafox Market, monthly Gallery Nights and festive holiday celebrations that close out the year. New residential offerings from the Southtowne apartment development have been a recent boon to the area. However, the 258 units still only partially meet the demonstrably high demand for housing options near downtown. Just west of the vibrant downtown is an area ripe for development, and that area is currently poised for a similarly explosive growth in what is called the West Main Master Plan project.

The parcels of land under discussion in the West Main Master Plan include the 18.54 acres formerly owned by ECUA; several unused parcels of land on the publicly-owned Community Maritime Park property, which include the current Maritime Park parking area and adjacent green space; and lastly, the smaller parcels adjacent to the stadium and along the waterfront. This plan has been developed with the guidance of several former CiviCon event speakers in mind – especially, the idea that sustained growth requires long-term planning and buyin from the City, the public and investors.

philanthropist Quint Studer, signed an 18-month lease to complete research and create the master plan, which is meant to link the waterfront Maritime Park to the former ECUA property across Main Street. The plan includes residential amenities, retail and restaurant space, as well as greater pedestrian access and connectivity to and along the waterfront. The apartments would follow the lead of Southtowne by utilizing mixeduse retail and restaurant space on the first floor with residential apartments above, and a parking deck in the middle hidden from immediate view by the liner buildings. A market research study was completed in February and March 2019 by real estate advisory services firm regarding the challenges and positive potential on development projects in the parcels on the Maritime Park campus and the former ECUA property. President of Studer Properties Andrew Rothfeder said that the research for the creation of the plan included market research, site visits, public input, as well as revisiting previous plans that have been created for the area. “They take all those inputs and they design what is the optimal project for downtown Pensacola for this site,” Rothfeder said. “For the benefit of the community, the taxpayers, the residents and the citizens, what kind of project is going to accomplish the goals of keeping and retaining our talent?” The evaluation for the market potential for the West Main development included analysis of local demographic and economic trends, interviews with stakeholders and business owners, extensive housing market research, and even research into the potential for an aquarium that could be developed on the site or elsewhere along the waterfront. The 123-page report is available in PDF format online. The market study is overwhelmingly positive. The study cited that the success of Southtowne and the overflowing demand for downtown housing as a positive for an apartment development. However, the study noted a challenge in differentiating the new apartment from its groundbreaking predecessor: Southtowne apartments. Positive demographic trends and employment growth as well as general market strength were also listed as positives for the project’s potential. The challenges for the project included the still emerging downtown residential market and the need for site remediation of the larger northern property. There are several recommendations for changes in zoning for the area, including changing the definition of height requirements from 60 feet to six stories. Another recommendation increases the percentage of the lot that can be used for building space from 75 percent to 95 percent, which makes more sense in a suburban context, Rothfeder said. Several smaller adjustments to the zoning are also part of the changes making their way through the city planning board and city council approval process, which should be complete by the end of February. Rothfeder said that getting the master plan in place July 9, 2019 | © Speck & Associates / DPZ CoDesign 2019 Mary’s Square is an existing small park in the Maritime Parcel that currently suffers from a lack of firm active edges. Here, flanked by two 5 to 6-story buildings, the open space is activated by 2-story galleries holding shops and restaurants. The residential units above can provide loggias and terraces to take advantage of waterfront views.

nwflbusinessclimate.com | Business Climate | 19

was a step toward courting investors who want to be assured that any development they invest in on the property is poised for the type of quality, sustained growth that a master plan could ensure. Hoteliers and various types of residential developers have shown interest, and with these amenities, retail and restaurants would bring the vibrancy of a mixed-use urban space that is desirable to both retirees and young people looking for a place to live. Rothfeder said that Studer’s research extended to other southeastern cities with vibrant urban cores like Asheville, NC, or Charleston, SC. “We’re getting interest from people outside this community who are now seeing Pensacola pop up on their radar as a really attractive place for investment and development, so that’s super exciting,” he said. “Eight years ago, we’re going to those places to learn and now they’re coming here.” The current growth of the Palafox corridor has shown that development in the downtown space can be successful, and that’s without even fully harnessing the unique attributes of the area. Rothfeder said that past CiviCon speakers have spent time downtown and commented that the waterfront is an underused asset. While recent efforts have opened access to Bruce Beach, downtown’s 60-year-old accessible beach, the waterfront remains disjointed and underutilized. A future for the West Main area envisioned by the Master Plan project could potentially include a connected waterfront, an active beach where kayakers and paddleboarders make use of the waterway, and residents can walk downstairs from their apartments to visit shops and restaurants on the ground floor, or visit a concert at the amphitheatre overlooking the bay. “What the research shows is that capital follows talent, and talent follows place,” Rothfeder said. “Sense of place, authenticity is becoming most important on the list, so younger people are making a decision of what community they want to live in and then they’ll find a job when they get there. Human capital and talent, that’s what drives a city forward.” Another challenge is a disconnect in the West Main Master Plan project area from the core retail area on Palafox. While the sites are only four blocks from that central shopping district, on a sunny day in summer, that relatively short distance may be untenable along busy Main Street. Fortunately, a separate development plan aims to improve upon the connectivity and walkability of the waterfront and could potentially mitigate this challenge in the future. The Pensacola Waterfront Framework Plan is a philanthropic effort by 83 July 9, 2019 | © Speck & Associates / DPZ CoDesign 2019 Main Street Cedar Street S Reus Street S Spring Street S Coyle Street S DeVilliers Street 1. Formalized connections to Bruce Beach 2. Baskerville-Donovan 3. Market pavilion & plaza 4. Nick’s Boathouse 5. Reclaimed beach 6. Pedestrian passage 7. Formalized access to the water 8. Potential hotel block 9. Covered pedestrian passage 10. Mixed-use liner buildings 11. 10,000 sq.ft. ground-floor grocer 12. Stair tower terminating important views 13. Mixed-use building 14. Private courtyard 15. Mary’s Square 16. Raised promenade 17. Roof top pool with water views 18. Existing seawall promenade 19. Day marina docks 20. Pavered drop-off plaza 21. Stormwater retention pond 22. Raised Boardwalk - Extension of Cedar St 23. Studer Office Building 24. Luxury tower overlooking Fetterman Field 1

1 2 3

4 5 6

6

6 7 8 9 11

12 12 13

13 16

16 18

18 19 20 24 24 23 22 21 17 13 15 13 13 10 10 14 Bruce Beach

Fetterman Field Maritime Park Plan Elements

Maritime Parcel Detail Annotated Plan

Quint and his wife Rishy Studer who invited SCAPE, a New York-based design-driven landscape architecture and urban design studio, to create a plan for the waterfront of downtown Pensacola.

As recommendations for the West Main Master Plan complete approval and more specific development plans come under consideration likely starting this spring, there will be continuing opportunities for public commentary. With the intention of drawing and keeping talent in Pensacola, each building, or development, will go through the process of input and approval by the planning board and city council. This ongoing effort between various stakeholders and the City builds on multiple efforts to expand the growth of downtown and make use of its full potential.

“Not only is it in the downtown core, in our 450-year-old, authentic city but it’s also on the water, and then you tie that in to some other projects that I know the City is talking about right now,” Rothfeder said. “It’s a lot of exciting things, and that’s what we’re trying to achieve: another reason for people to want to call Pensacola home.” Character ECUA Parcel

The market study found that the overflowing demand for downtown housing is a positive for apartment developments. +

Trust The Experts For Your Real Estate Needs Over 2000 Homes Sold! We Can Sell Yours Too!

“If you need a team that will sell your home fast, choose Pat and Sam. We had 4 offers within the first couple days of listing! Their years of experience make them an expert in the field and they guide you where it makes the process effortless. I highly recommend them to anyone!” Pevee

“Pat and Sam are fantastic realtors! My husband and I are first time homebuyers and they assisted just throughout the entire process and made us feel very comfortable. Thanks for everything!!” Taylor

“Pat and Sam made a process we were both dreading pretty much painless. The home sold so fast we really didn't have time to stress about the showings. Pat kept us well informed during the process and was a big asset during the closing as we had already left the state before then. Sam was a huge help during the negotiations. We would definitely recommend Pat Boudreaux and Sam Rogers to handle your Real Estate needs.” David Pat Boudreaux Sam Rogers 850-291-1001 850-572-0057 patsells@outlook.com samrogers@cox.net

www.GulfCoastHomeSales.com

Looking To Buy or Sell a Home? Call an Expert!

Pam Heinold Real Estate Experts

If you are thinking of selling or buying a home, you need the skills and experience of a true Expert to get the job done right. Pam’s strong market knowledge and exclusive marketing plans enable her clients to get the highest return on thier investment. 850-232-2332 Pamela S. Heinold, Broker Associate Home Marketing Expert Call Pam NOW for a complementary consultation!