Pepper Place Pitch Book

Page 1



COME SEE WHAT WE’RE MADE OF.


INCORPORATED IN 1871 |

1 .2

MILLIO N

POPULATION GREW BY 748% BETWEEN 1880 AND 1890

P OP UL ATION

|

4. 4

MI LLI O N

A N N UA L

VI S I TO R S

|

$ 98 9

M I L L


| ONLY PLACE IN THE WORLD WITH ALL THE INGREDIENTS FOR MAKING STEEL.

LION

S PE NT

ON

FOOD,

SH OP P IN G ,

R EC R EAT I O N

A N D

EN T ER TA I N MEN T *

*Source: U.S. Census Bureau, Census 2010. Esri forecasts for 2015 and 2020.



Pepper Place isn’t here because we wanted people to come to Birmingham to shop. It’s here because we wanted to preserve the wild, rural parts of Alabama. When we began this project in the late-1980’s, suburbs, strip malls, and four-lane highways were spreading across what had been pristine Alabama forests and farmlands and showing no sign of slowing down. How could we preserve that land for the future? The answer seemed to be getting people back into our city.

We started redeveloping Pepper Place in 1988 to spur new growth in a Birmingham that hadn’t seen a lot of love for several decades. We started with a few blocks of abandoned warehouses and turned them into more than 350,000 square feet of retail, restaurant, office, showroom and workshop space, and a renowned farmers market.

“A potent symbol of this ‘new’ Birmingham is Pepper Place, a complex of renovated century-old brick buildings, including a former Dr. Pepper bottling plant.” –British Airways,

High Life Magazine


WHY ‘PEPPER PLACE’? The growing demand for Dr Pepper syrup required new plants be established in the late 1920s – one in Dallas and a second for expansion East of the Mississippi River in Birmingham. Both were considered state-of-the-art at their time, and both were located on 2nd Avenues in their respective cities.

The Dr Pepper Building in Birmingham is a 3-story industrial building with a partial daylight basement. It was built as a syrup plant with an adjacent bottling facility. The Birmingham plant served all Dr Pepper’s distribution east of the Mississippi River. The plant remained in operation until 1982 when Buffalo Rock bought the rights to bottle and distribute Dr Pepper products in the Birmingham area, thus forcing its closure, but giving us our name.


Sacks of sugar wait to be made into syrup at the Dr. Pepper factory.



“Pepper Place is the farmers market we dream of.” – Atlanta Journal Constitution

Conserving land isn’t just about protecting what’s there; it’s about finding ways for it to thrive. The Market at Pepper Place connects small family farms with the consumers and restaurateurs of Birmingham. Our vendors live and work in Alabama, within 200 miles of the Market. We see generations of family members working together, finding ways to maintain their small family farms while providing Birmingham with fresh, healthy food.

What we started with a few tents in a small parking lot in the summer of 2000 has grown into an independent 501(c)3 organization serving as many as 10,000 people visiting every Saturday and drawing patrons from all over the region.

“People asked me to go out and sell my bread, and I just thought there was no demand for it. The first time I went to Pepper Place ... I just couldn’t believe how much bread I sold. It was crazy.” –Corey Hinkel, Market Vendor, Birmingham Breadworks



– WENDELL BERRY



“Many of the talented entrepreneurs who are responsible for the City’s tremendous renaissance are in Lakeview — there is a creative spirit and energy here that is hard to describe, but it’s very real.” –Tabitha Lacy, Lakeview Business Association

We’re easy to get to from the major highways and the Birmingham-Shuttlesworth International Airport, and once you’re here it’s easy to get around. Adjacent to the historic Sloss Furnaces National Historic Landmark, Pepper Place is the link between the redevelopment of downtown Birmingham to the west and revitalization of the old “streetcar suburbs” of Avondale, Crestwood and Woodlawn. •

Ample free lot and curbside parking are available throughout Pepper Place

Expanded sidewalk and alley improvements make Pepper Place one of the most walkable areas of the city.

The Zyp Bikeshare program along with new bike lanes, sidewalks and trails have increased pedestrian traffic throughout the neighborhood.


FULTONDALE

8

79 65

78

59

BIRMINGHAM -SHUTTLESWORTH INTERNATIONAL AIRPORT

31

3 MILES

RUFFNER MOUNTAIN NATURE PRESERVE

20

20

11 78

20 65

78

PEPPER PLACE

DOWNTOWN BIRMINGHAM 280

11

FAIRFIELD

5 MILES

UNIVERSITY OF ALABAMA AT BIRMINGHAM 65

MOUNTAIN BROOK BIRMINGHAM ZOO

RED MOUNTAIN PARK

459

HOMEWOOD 11

VESTAVIA HILLS 65 459

11

HOOVER

459

10 MILES 65


59

11 459

TRUSSVILLE 20

20

0

78

459

M A P

O F

B I R M I N G H A M


OUR CITY POPULATION of

ANNUAL VISITORS

1.2 4.4

MILLION

to BIRMINGHAM

MILLION

BIRMINGHAM

$989 285,500

MILLION

spent on FOOD, SHOPPING, RECREATION and ENTERTAINMENT in BIRMINGHAM*

ANNUAL VISITORS to P E P P E R P L A C E * *Source: U.S. Census Bureau, Census 2010. Esri forecasts for 2015 and 2020.


OUR AUDIENCE

27%

of HOUSEHOLDS WITHIN 10 MILES have INCOMES greater than

$100K

THE PREMIERE DESTINATION FOR AFFLUENT NEIGHBORHOODS* Birmingham is composed of 30+ municipalities, many of which are the most affluent, active, and exciting in the state.

MOUNTAIN BROOK

HOMEWOOD (2 to 4 miles)

34% of households have

$200,000+ income

(2 to 4 miles)

$200,000+ income 51% of households have

$100,000+ income ALABAMA’S WEALTHIEST COMMUNITY and estimated

9TH WEALTHIEST COMMUNITY IN THE UNITED STATES.**

5% of households have

26% of households have

$100,000+ income

HOOVER (6 to 10 miles) 11% of households have

$200,000+ income

35% of households have

$100,000+ income

VESTAVIA HILLS (4 to 7 miles) 5% of households have

$200,000+ income

26% of households have

$100,000+ income

*Source: U.S. Census Bureau, Census 2010. Esri forecasts for 2015 and 2020. ** *2008 research compiled by Stephen Higley, Ph.d


The Jones Valley Trail Corridor, which runs adjacent to Pepper Place, connects the entire region by foot and by bike. The Z YP bike station at Pepper Place is the third most used in the city.

Red Mountain Park

ZYP Bikes

Ruffner Mountain


OUR COMMUNITY BIRMINGHA M’ S HISTORIC CORE Our railroad corridor is Birmingham’s river of steel. From our earliest days, the tracks that bisect the city center provided a connectivity necessary for vibrancy and growth. Today, this historic east - west axis of Birmingham is again driving prosperity. The city, bounded on the west by Regions Field and the award-winning Railroad Park and on the east by the National Historic Landmark, Sloss Furnaces and Pepper Place, is alive. But not until the Birmingham Rotary Club made the investment to turn old, unused, sunken railroad tracks into a walkable, urban park, did the historic connection become complete again.

1,800+ NEW RESIDENTIAL units coming within 2 miles in the next 2 years, including 370+ within blocks of Pepper Place.*

$1

BILLION

In 1988, Pepper Place was one of the first projects that sought to rehabilitate Birmingham’s downtown. Its success showed the possibilities of downtown redevelopment that continues today.*

$64 MILLION: $70 MILLION: $30 MILLION: $2 MILLION: $40 MILLION: $59 MILLION: $10 MILLION: $4.5 MILLION: $11 MILLION: $30 MILLION: $50 MILLION: $10 MILLION: $25 MILLION: $39 MILLION:

* Source: REV Birmingham

REGIONS FIELD WESTIN HOTEL AND UPTOWN LIV PARKSIDE NEGRO SOUTHERN LEAGUE MUSEUM METROPOLITAN APARTMENTS PIZITZ BUILDING - MIXED USE IRON CITY LOFTS ROTARY PARK TRAIL LYRIC THEATRE RESTORATION INTERMODAL STATION RGS PROPERTIES - MIXED USE REDMONT HOTEL RAILROAD PARK VENUE AT THE BALLPARK


- JAMES BEARD AWARD-WINNING CHEF AND OWNER OF OVENBIRD AND HOT & HOT FISH CLUB, CHRIS HASTINGS




Pepper Place is home to an incredibly diverse mix of Birmingham events and businesses. Esteemed law offices are next door to an award-winning publication. Our homegrown coffee shop is across the street from a time-tested environmental advocacy group. The city’s best lawn and garden shop shares space with a James Beard Award-winning restaurant. And scattered throughout are some of the most interesting eateries and design studios the city has to offer. All these shops come together to make something that is uniquely us: Pepper Place. W I N T E R R E S TAU R A N T W E E K

SOUTHERN MAKERS DINNER

Select restaurants - January

August

C I N C O D E M AYO

S H OW S AT T E R R I F I C N E W T H E AT R E

Annually at Cantina

Throughout the year

B ’ H A M R E S TAU R A N T W E E K Select restaurants - August

T H I R D T H U R S D AY O P E N H O U S E

THE DESIGN LUNCH AND LEARN SERIES July - December

April - October

T H E M A R K E T AT P E P P E R P L AC E

WINE AND BEER TA S T I N G S AT H O P C I T Y

Every Saturday

Throughout the year

H O L I D AY H A P P E N I N G S

WINE DINNERS

November - December

Throughout the year

E V E N T S & E X H I B I T S AT S C E N E

D AY O F T H E D E A D F E S T I VA L

Throughout the year

November


COMMUNITY WE CONNECT PEOPLE FROM ACROSS BIRMINGHAM’S DIVERSE NEIGHBORHOODS.

P E P P E R P L AC E FA R M E R S M A R K E T T E R R I F I C N E W T H E AT R E T H E R E D C AT CO F F E E H O U S E MOMENTUM LEADERSHIP


COM MU N I C ATI O N S AWA R D-W I N N I N G P U B L I C AT I O N S A N D ADVERTISING AGENCIES H AV E F O U N D A T I G H T- K N I T H O M E H E R E . FRED | ABOUT TOWN | BLACK BENAK MURPHY MEDIA | PERITUS C AY E N N E C R E A T I V E PRODIGI | AIRSHIP | HODGES + ASSOC. COUNTRY LIVING MAGAZINE


DESIGN OUR SMALL CORNER OF THE CITY HAS BECOME A CENTER OF UPSCALE INTERIOR DESIGN.

RICHARD TUBB | FERGUSON C A N T L E Y & C O M PA N Y | N E W D E S I G N DEKALB OFFICE | KRUMDIECK LIVE DESIGN | EISYS | KING’S HOUSE


HOME & GARDEN O U R T E N A N T S H AV E RECEIVED HIGH PRAISE FOR HELPING FOLKS MAKE THEIR HOUSE A HOME. CHARLIE THIGPEN’S GARDEN GALLERY D E S I G N S U P P LY | F R O N T E R A ATM O S P H E R E H O M E E S S E N T I A L S KING’S HOUSE | NEW DESIGN


H E A LT H & W E L L N E S S WE’VE WORKED TO MAKE SURE THERE’S S O M E T H I N G F O R B O D Y, MIND, AND SPIRIT HERE.

A E R O J O E P I L AT E S ZYP BIKESHARE THE COLLECTIVE T H E M A R K E T AT P E P P E R P L AC E


FOOD & DRINK O U R C H E F S A R E C R E AT I N G A NEW SOUTHERN CUISINE T H AT B L E N D S T H E W O R L D LY WITH THE DOWNHOME.

C A N T I N A | B E T TO L A | T H E R E D C AT O V E N B I R D | Z A’ATA R B A R + K I T C H E N S A T U R D AY C O O K I N G C L A S S E S T H E M A R K E T AT P E P P E R P L AC E BLUEPRINT ON 3RD | HOP CITY


AERO JOE PILATES

ORIENTAL RUGS

THE COLLECTIVE

DESIGN SUPPLY

CANTLEY & CO.

ATM

TERRIFIC NEW THEATRE

F R E E PA R K I N G

ZYP BIKESHARE

DR PEPPER BOTTLING BUILDING

FOOD & DRINK

H E A LT H & W E L L N E S S

DR PEPPER SHOWROOMS BUILDING


DEKALB OFFICE

ATM

BLUEPRINT ON 3RD

THEATRE

COFFEE

DR PEPPER BUILDING

SHOPS & SERVICES

HOME & GARDEN

MARTIN BISCUIT BUILDING

WINE & SPIRITS

BLUEPRINT BUILDING



IN THE NEWS

A trip to Birmingham isn’t complete without a trip to Pepper Place. And major media outlets agree. •

SPARKLING REVITALIZATION

50 STATES IN 52 WEEKS: EAT AND DRINK THE WORLD IN ALABAMA’S PEPPER PLACE

AMERICA’S BEST FARMERS’ MARKETS

SHOP LOCAL

PEPPER PLACE COVER STORY

TENANT COVERAGE - 3 STORIES

OVENBIRD IN THE SOUTHERN AGENDA

10 THINGS I ATE ABOUT YOU: BIRMINGHAM

AN ACTUALLY USEFUL GUIDE TO BIRMINGHAM, AL

THE MAGIC CITY’S NEXT ACT

MOST UNDER-RATED CITIES

THINGS TO DO IN BIRMINGHAM

36 HOURS IN BIRMINGHAM, ALA.

50 STATES: 50 FARMERS MARKETS

ESCAPE FROM NEW YORK - Time Out New York, 2017

- Preservation, Jan/Feb 2012

- High Life, British Airways, Aug 2015

- Cooking Light, 2015; Southern Living, 2016 - Birmingham Home & Garden, May/June 2015 - B-Metro, May 2015

- Birmingham Home & Garden, July/August 2015 - Garden & Gun, Aug/Sep 2015 - Food Network Blog, 2015 - Bon Appetit, Jan 2016

- Garden & Gun, Feb/Mar 2016

- Conde Nast Traveler, Sept 2016 - Washington Post, March 2017 - New York Times, June 2017 - USA Today, May 2017



“A true success story of adaptive reuse.” -Atlanta Business Chronicle, October 2013

For 25 years we’ve been focused on sustainability. And we’re just getting started. With low-flow fixtures, motion-controlled LED lighting, reflective roofs, permeable pavers, and recycled building materials, we’re continually looking for ways to make sure Pepper Place stands as an example of urban renewal and sustainable living.


SUSTAINABILITY IN ONE PLACE. When you’re here, you’re doing good. You can’t help it.

Sustainability is woven into the fabric of Pepper Place. AU TO M AT I C L I G H T S

YOU’LL REALLY LIGHT UP THE PLACE When you walk into a room at Pepper Place you might notice the lights flash on. The automatic lighting systems found throughout Pepper Place ensure no photon is wasted lighting up an empty room. Also, it feels like a super power. LOW-FLOW TO I L E T S

DO GOOD WORK! Flushing at Pepper Place is 33% more efficient than at most other places. This is thanks to our low-flow toilets. If you’re like us, you don’t want to be a drain on the fresh water supply. Now you don’t have to lose it when you use it. CFL /LED LIG HTING

THESE LITTLE LIGHTS OF OURS We will spread the good word about the LED—the Light Emitting Diode. Its efficiency is unparalleled, its light is cool and bright, and it’s in almost every socket at Pepper Place. It’s a small improvement in becoming more energy efficient, but the devil’s in the details.

LO W-V O C PA I N T

TAKE A WHIFF OF THAT Amidst the exotic aromas now entering your nose—the coffee and sizzling fajitas, the rising bread and pungent rosemary—you will not catch a whiff of the low-VOC paint throughout the Martin Biscuit Building. Step inside for some fresh air.


SKYLIGHTS

SUNSHINE ON OUR SHOULDERS MAKES US HAPPY (IT’S SCIENTIFICALLY PROVEN) Whenever we get a chance, we let a little sunshine in. You’ll notice skylights throughout Pepper Place, not just because natural light reduces energy use; it also lets in vitamin-D that helps build strong bones, improve moods, and enhance daydreams.

P ER M E A B L E PAV I N G

WALK ON HOLEY GROUND Did you know Birmingham gets more water every year than Seattle? We want that water to return to the soil quickly and efficiently, so we incorporated permeable pavers into our landscape architecture.

REFLECTIVE ROOF

BEYOND THE PALE You won’t see the mysterious, revolutionary, energy-efficient technology installed on the 6,000 square foot roof of the Pepper Place building, so you’ll have to take our word for it: It’s white. That’s right. White roofing material reflects 90% of sunlight reducing heat, conserving power, and lasting three times longer than the industry standard.

Q UA RT Z CO U N T ERTO P S

WE’RE VERY SUPERFICIAL Quartz is the second most common mineral on earth. It’s so common, in fact, that when you’re in our restroom it’s right under your nose. These quartz countertops are naturally formed and sustainably sourced, their sealed surfaces don’t let bacteria in, and they will last a really long time. That’s a counter you can count on.


SLOSS REAL ESTATE HAS A VISION FOR THE FUTURE OF PEPPER PLACE, AND IT INCLUDES MORE OF THE SAME. Becoming part of Pepper Place allows our tenants to say what other small businesses can’t—that they’re dedicated to doing business sustainably. The strides we’ve made in green initiatives belong to everyone at Pepper Place, and so will the innovations in the years to come: •

Extensive outdoor spaces and gathering spots

Overall wayfinding and signage to unify the Pepper Place experience

Upgrades for green and sustainability features

More than $2 million in grants and investments to enhance streetscapes and provide better connectivity to the Rotary Trail, Sloss Furnaces, and the Jones Valley Trail Corridor

Innovative architecture and landscape design

Pioneering green development in Birmingham’s Lakeview District

Spurring new local economic growth


F I N D YO U R P L AC E W IT H U S .


Sloss Real Estate Company, Inc. 1130 22ND STREET S SUITE 3500 BIRMINGHAM, AL 35205 P: 205.802.2100

|

SLOSSREALESTATE.COM

S L O S S R E A L E S TAT E H A S B E E N B U I L D I N G B I R M I N G H A M S I N C E 1 9 2 0 . N O W I N O U R 4 T H G E N E R AT I O N O F FA M I LY L E A D E R S H I P U N D E R C AT H Y S LO S S J O N E S , W E ARE COMMITTED TO SUPPORTING WALKABLE URBAN NEIGHBORHOODS AND S U S TA I N A B L E P L A C E S T H AT B U I L D C O M M U N I T Y A C R O S S T H E M A G I C C I T Y.

P

E

P

P

E

R

P

L

A

C

E

.

C

O

M



P

E

P

P

E

R

P

L

A

C

E

.

C

O

M


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.