AE 629
BAY STREET COMMERCIAL DEVELOPMENT*JACKSONVILLE
D. E. FERRO
PROJ ECT SCH EDU LE
Week 1 (10-14 January): Preliminary Project Feasibility Study
Weeks 2-3 (17-28 January): Site Study
a. Existing character of surrounding area
b. Circulation study
c. Proposed future development in the area
d. Ownership of the site
e. Zoning of site
f. Physical characteristics of site
g. Existing structures on site: survey and evaluation
Weeks 4-5 (31 January-ll February): Feasibility Study and development Po-
tential Analysis
a. Study of market demand as determined by:
.i. Compatibility with adjacent Jacksonville Station
Complex redevelopment
ii. Analysis by the Jacksonville Downtown Development
Authority
iii. Recent area development potential studies
iv. Compatibility with other proposed ~area development
(private)
b. Development potential analysis
c. Recommendation of primary development concept
Weeks 6-7 (14-25 February): Program Development
a. Determination of activity mix
b. Functional relationship studies
c. Development of physical requirements: spatial, equip-
ment, etc.
Week 8 (28 February 4 March) : Building and Zoning Code Review
Week 9 (7-11 March) : Assemble Program Development Study
A Development Proposal
JACKSONVILLE STATION CENTER
By
David E. Ferro
A Terminal Project Presented in Partial
Fulfillment of the Requirements Leading to
a Masters of Arts in Architecture Degree
Historic Preservation Option
University of Florida
Gainesville, Florida
May 1977
ACKNOWLEDGMENTS
I wish to express my appreciation to William Howard,
developer of the Jacksonville Terminal Complex; Don Ingram,
director of the Jacksonville Downtown Development Authority,
and Dr. Wayne Wood, chairman of the Jacksonville Historical
Commission for their interest, cooperation and assistance
in this study.
Others whose assistance was instrumental to'the success of
this project are:
G. E. Bagwell, Jacksonville Zoning Board
Barbara Jo Cekosh '
Marvin Hill, K.B.J. Urban Space Design
Gene Pandula
Owen Pride, SCL Public Relations- and Advertising
Department
Ruby Roberts, Jacksonville Area Planning Board
...and finally, for their continued guidance and encourage-
ment, I would like to thank the members of my committee:
Professor Carl Feiss, chairman; Professor F. Blair Reeves,
and Professor William Wagner.
DEF
May 1977
INTRODUCTION
The objective of this study is three-fold: (a) the investi-
gation of development potential, (lb) the formulation of a
definitive development program, and (c) the proposal of a
design to compliment and reinforce the currently proposed
redevelopment of three architecturally significant struc-
tures on West Bay Street in Jacksonville, Florida.
The design generated by this study, Jacksonville Station
Center (JSC) will be proposed for development on a 7.6 acre
site in the blighted area to the west of Jacksonville's
central business district (CBD) to the north iof the city's
1919 Union Terminal, 1897 Union Station and 1932 West Bay
Street Annex Post Office. Redevelopment of the two railroad
structures, the principal elements of the Jacksonville
Terminal Complex (JTC), as a railroad car -hotel-shopping
and-restaurant compiled, is currently being planned by .a
development organization based in Cocoa Beach, Florida.
Although all three structures have stood vacant for s-everal
years, they represent not only a great cultural legacy as
physical link with Jacksonville's past', but also an -enor-
mous capital investment and potentially rewarding redevelop-
ment undertaking which may well serve as a catalyst for the
full-scale redevelopment of the surrounding blighted
area.
The post office annex is currently in danger of being de-
molished in the wake of the Jacksonville Transportation
Authority's (JTA) development of its proposed $4,000,000
Major Transit Operations Center. A major concern of this
study will be the demonstration of the structure's value,
not only to the successful redevelopment of the area sur-
rounding the JTC but also the the JTA. The Post Office
structure is a dignified, stable and quite adaptible
structure which could economically house the JTA's proposed
Operations and Administration Center. For the purposes of
this study it has been assumed that the JTA will redevelop
the structure as office space.
In summary, this study has resulted in the ,proposal of a
small-scale convention hotel/commercial/office center in-
tegrated with the Jacksonville Terminal Complex-in a cohesive
and vigorous whole, Jacksonville Station Center (JSC),~ linked
to the city's CBD hy a proposed fixed guideway peoplemover
system.
The success of the integrated JTC and JSC activity center
will depend to a great extent on their ability to achieve
a new vital image, which will not only overcome~the. negative
elements of the immediate environment, but also serve to
increase the public's perception of the cultural integrity
of the preserved environment.
SITE
The JSC site, bounded on the north by West Forsyth Street,
on the South by West Bay Street, on the east by Lee Street
and on the West by Interstate 95, has a distinct linear
east-west orientation and is composed of the properties
described below:
Division C, LaVilla: Block 3C, Lots 1, 2, 3, 4, 5, 6, 7;
Division D, LaVilla: Block 5D, Lots ,1, 2, 3, 4, 5, 6;
Block 6D, Lots 1, 2, 3, 4, 5, 6, 7, 8;
Jacksonville Terminal Company's Plat:
Block 11, Lots 1, 2, 3, 4, 5, 6;
Block 13, Lot 8.
One-block segments of Hanover Street (closed), Cleveland
Street (closed), Stuart Street and Johnson Street also lie
within the boundaries of the JSC project site.
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DOWNTOWN JACKSONVILLE AND VICINITY 1977
HISTORICAL PERSPECTIVE
Jacksonville's emergence as a major transportation center
began in the mid-nineteenth century and by 1893 it was the
chief railroad center of Florida, serving as the terminus
of seven separate and distinct :railway sys tems Four of
these systems--the Plant System; the Florida Central and
Peninsular; the Jacksonville, St. Augustine and Indian
River; and the Jacksonville, Tampa and KeyWest--were trunk
lines.
Following the trend of many large communication centers
during this period toward consolidation of the-railroad
terminal facilities serving the city into one "Union Station,"
a movement for a Union Station in Jacksonville was started
by Henry Morrison Flagler. In 1890, he purchased the prop-
erty on which the 1897 Union Station stands, and in 1894
the Jacksonville Terminal Company was chartered, its offi-
cers including Flagler as president (Jacksonville, St. Augus-
tine and Halifax River Railroad) and H. B. Plant as vice-
president (Savannah, Florida and Western Railroad). Im-
mediately plans were begun for the construction of Jackson-
ville's new Union Station.
Diane Greer credits the design of the station to architect
W. B. W. Howe. Before the station was constructed the two-
story brick building which stands to the west of the station
was used as a temporary passenger station.' It is unclear
whether this building was constructed specifically as a
temporary station or was an existing commercial building
which was temporarily converted to that use.
In June 1896 the $58,000 construction contract for the new
station building was awarded to contractor S. S. Leonard
and the building was opened to the public on January 15,
1897.
The largest station in the -South at the time of its com-
pletion, Jacksonville's Union Station was a significant
step in Flagler's plan to develop southern Florida as a
major resort area.
As illustrated by the 1897 Sanborn maps, the areas to the
north, east and west of the new station were characterized
by scattered single-family residential development. The
residents of the area were primarily Black as evidenced by
the existence of a Negro Baptist church one half block north
of the station on Stuart Street, and the La Villa Negro
School on the southeast corner of Stuart and Houston Streets.
In 1897 the block directly to the north of the station stood
vacant.
One of the few commercial structures to survive Jackson-
ville's devastating 1901 fire, the station was soon over-
whelmed by the phenomenal increase in rail travel during
the first decade of this century.
By 1903 the area north of the station had not changed ap-
preciably although stores lined Bay Street between Johnson
Street and downtown, to the east.
The Sanborn maps recorded in 1913 reflect a considerable
change in the character of the area immediately surrounding
the station. The Negro Baptist church had disappeared from
Stuart Street although the La Villa School, one block north,
remained.
Hotels now lined Bay Street between Johnson and Davis
Sifreets with warehouses standing in the east of Davis
Street. By 1913 the Jacksonville Terminal Company's Freight
Depot has been completed (today the Atlantic and East Coast
Terminal Company's Freight Depot). To the west of the sta-
tion, the Southern Express Company occupied today's Southern
Brewing Company structure and a few single-family residences
still stood beyond on Bay Street. Stores began to line
the north side of Forsyth and there were several wholesale
liquor and bottling concerns in the area.
The need for a larger "more presentable terminal" was
pressing by the early teens and a competition was conducted
for the design of a new station in 1914. Kenneth M. Murchison,
a New York architect, submitted the winning design and by
1917 plans for Jacksonville's new Union Terminal were
completed.
A conflict concerning the selection of a site for the new
Union Terminal culminated in a 1917 court battle between
the Jacksonville Terminal Company and the City of Jackson-
ville. The terminal company emerged victorious, saving
the 1897 station from demolition and fixing the location
of the new terminal immediately to the east of the earlier
structure. With the construction of the new terminal in
1919, the expansive 1895 train shed was dismantled and a new
baggage facility was constructed to connect the old and new
structures. r'
The development of Post Office Station A and an adjacent
Post Office Garage is recorded by the 1921 Sanborn maps
on the north side of Bay Street west of Stuart. These
structures, after the construction of the Bay Streen Annex,
became the Post Office Garage and stand today as part of
the vacant Stansal warehouse.complex. The La Villa School
structure was being utilized as a barrel and cotton store-
house. Bay Street, between Lee Street and Davis Street,
was crowded with wholesale stores ,dealing in liquors, gro-
ceries, textiles, sundries, etc. Further to the east, more
warehouses had been constructed.
The automobile played a major role in the area's development
between 1921 and 1949. In 1949 Forsyth Street's north side,
between Cleveland and DavisStreets, was lined with auto
and truck sales and service establishments and an.auto
unloading platform had been constructed directly to the west
of the freight depot. The Crane Building, constructed 19
years earlier, housed a wholesale plumbing fixture company
and several restaurants had been constructed on the same
block oriented toward the railroad terminal across Bay Street.
The upper stories of the deteriorating buildings which lined
Bay Street east of the terminal complex were occupied by
transient accommodations while the first stories were oc-
rcupied by various wholesale establishments dealing in every-
thing from drugs and notions to liquors .and paper products.
Only three blocks outside Jacksonville's central business
district, the area surrounding the JSC site, is today
characterized by a maze of railroad tracks and heavily
blighted industrial and commercial development. Many of
the structures in the immediate area of the site date back
to the first of the century, and with .few exceptions, they
now stand vacant. Several groups of structures have been
condemned and one entire block of deteriorated commercial,
warehouse and hotel building, located directly to the east
of the 1919 terminal is currently being demolished. A more
thorough description of the area surrounding the JSC site
is included in section
EXISTING STRUCTURES ON THE SITE
Structures currently occupying portions of the JSC site
include the 1930 Crane Building, now occupied by the Barsco
Restaurant Supply Company, Inc., the offices and warehouse
of the Gorman Plumbing Supply Company, and the now vacant
Postal Employees Development Center.
The Crane or Barsco Building is the only structure worthy
of note on the site. The three-story structure has a re-
inforced concrete frame with brick masonry infill walls.
Characteristic of commercial structures of its time, the
building's dark brick masonkry Bay Street facade is high-
lighted by clean lines, pleasing proportion and an interest-
ing three-dimensional checkerboard masonry detail within
its spandrel panels.
The Gorman structure is -an industrial concrete block and
prefabricated metal structure while the Postal Employees
Development Center is a small one-story concrete block
structure of strictly utilitarian designs. Neither of
these structures if of any consequence with regard to
the development of the JSC site.
Although the Crane Building is a stable structure, its
potentially disruptive influence on a cohesive JSC design
and its inappropriateness as a primary facade element
dictate its removal.
The north half of the JSC site is tangled in a maze of
deteriorating railroad trackage which infrequently serves
the Atlantic and East Coast Railroad Freight Depot, one
block to the east. This trackage is scheduled for removal
by the Seaboard Coastline and Florida East Coast Rail-
roads.
PROPERTY OWNERSHIP
Ownership of the properties comprising the JSC site is
recorded in the following table (refer to figure ):
Legal Description
Division C, La Villa
Block 3
Lots 1, 2, 3
Lot 4, Whi Lot 5
ER Lot 5
W~f of E~ Lot 5
Lot 6
Division D, La Villa
Block 5
Block 6
Lots 1, 2, 3, 4
Lots 5, 6
W3 Lot 7
ER Lot 7
Owner
Assessed Value
Structures
Atlantic and East Coast
Terminal Company $
Lease Investors, Inc.
Desoto Liquors, Inc.
Dana A. Carantzas
Adele Friedman
Jacksonville Terminal
Company
Atlantic and East Coast
Terminal Company
Atlantic and East Coast
Terminal Company
H. H. Gorman, Jr.
H. H. Gorman Jr--
Gorman Profit Program
Employees' Trust
H. H. Gorman, Jr.
0
25,700
8,000
,,8,300
112,500
99,200
0
0
110,100
16,500
4,100
The segments of Cleveland, Stuart and Johnson Streets are
dedicated streets and are the property of the Consolidated
City of Jacksonville.
The organization involved in the redevelopment of the
Jacksonville Terminal Complex, based in Melbourne, Florida,
and represented by Mr. William Howard, is currently nego-
tiating for control of that part of the JSC site immediately
north of the Union Station (La Villa, Division D, Lot 5) .
Legal Description
Owne r
Assessed Value Structure
Wh Lot 8
SB Lot 8
Atlantic and East Coast
Terminal Company
Jacksonville Ter-
minal Company
0
28,600
40, 800
,
O
0
JACKSONVILLE TERMINAL COMPANY' S PLAT:
Block 11
Lots 1-5
Atlantic and East Coast
Terminal Company
Atlantic and East Coast
Terminal Company
Atlantic and East Coast
Terminal Company
Atlantic and East Coast
Terminal Company
Lot 6
Block 13
Lot 8
60' x210' strip
between Blocks
11 and 13
(Hanover Street
--closed)
Mr. Howard' s organization ~now holds options on both of the
railroad structures comprising the Terminal Complex.
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ZONING
Currently the property included within the JSC site boun-
daries is zoned.IH, permitting heavy industrial development
under the provisions of the Jacksonville Zoning Code.
The city's.1973 master plan recommended commercial develop-
ment for the area although this recommendation was amended
to light industrial development by the city's short-range
plan (1974-1979).
For any type of commercial development of the site, it
would have to be rezoned. This process is initiated by the
submission of a petition for rezoning to the office of the
City of Jacksonville, Chief of Building and Zoning Inspection
Division.
A development potential report prepared for Seaboard Coast-
line Industries (SCI) by Gladstone Associates concerning
a 90-acre study area, which includes bo-th the JTC and JSC
sites, recommended that the entire study area be rezoned
CCBD (commercial,central business district), permitting the
development of retail, office, transient hotel and motel,
and commercial parking facilities as well as museum, com-
munity center and entertainment facilities. There is no
specific requirement under CCBD zoning for the provision of
parking spaces or specific FAR limitations.
WEATHER
The following is a summary of Jacksonville's weather condi-
tions as recorded by the U.S. National Weather Service:
Mean temperature--67.8 degrees F
Mean temperature for the month of December--
54.7 degrees F
Mean temperature for the month of July--
80.7 degrees F
Average annual rainfall--54.47 inches
Average days of sunshine per year--277
Prevailing winds--from the southeast
A NOTE ON LONG-RANGE PLANNING
A long-range plan currently being considered for the year
1995 recommends primarily medium-density (20 families per
acre) residential development to the north and east of the
project site. In the immediate future 19 blocks to the
north and west of the CBD are earmarked for clearing and
inclusion in a land bank for future high-density residential
development (50+ families per acre). Jefferson, Broad,
Union and State Streets are scheduled for redevelopment
as boulevards, further defining the land bank area.
BUILDING AND ZONING CODES
The provisionsof the City of Jacksonville Zoning Code and
the City of Jacksonville Building Code apply to the develop-
ment of the proposed JSC site.
The mixed-occupancy classification which accommodates the
proposed JSC development program includes the building code
regulations which apply to assembly, business and mercantile
occupancies.
The JSC site is located within the fire limits established
by the City of Jacksonville Building Code and as such anyJ
proposed development is subject to stringent enforcement
of those sections of the code dealing with fire safety.
CHARACTERISTICS OF THE SURROUNDING AREA
As noted previously, the JSC site is located in generally
deteriorating area of the city, with many turn-of-the-century
or early twentieth-century buildings.
To the south of the site are the 1919 Jacksonville Union
Terminal, the 1897 Union .Station and the 1932 West Bay
Street Post Office Annex.
1919 Union Terminal
The Union Terminal, designed in a style typical of the
grandeur of larger early twentieth-century railroad terminals,
is especially reminiscent of McKim, Meade and White's New
York Penn Station. Constructed of reinforced concrete and
sheathed in a veneer of limestone, the one-story structure
measures 72 feet by 360 feet. The terminal's principal
facade is dominated by a 200-foot long Doric portico com-
posed of 14 colossal limestone columns. Within the portico
is a three-bay composition of windows and doors, each bay
composed of a large metal framed window with a semi-circular
arched head which rises above and behind the portico. The
east and west facades of the terminal's central mass are
crowned by a tri-gabled parapet corresponding to the three
great arched windows of each elevation.
A large arched window also crowned by a gable occurs at the
north and south ends of the central building mass.
Two lower wings flank the portico at the north and south
ends of the -central mass. Their limestone ashlarr walls,
resting on granite foundations, are divided: horizontally
by a low cast-iron canopy plane. The industrial-like
awning system with its suspension chains and massive metal
brackets seems incongruous to the terminal's strong classi-
cal image, although early drawings prove it to be a part of
its original design.
A series of fine industrial windows, each with an indented
panel above, rises above the heavy canopy plane.
Both the wings and the multigabled central mass of the
structures are capped by a classical architrave and cornice.
A grand vaulted waiting area occupies the central mass of
the structure. Although the vaulting high above is con-
cealed by a dropped accoustical ceiling system, it will be
exposed and restored with the structure's redevelopment.
This structure stands in remarkably stable condition
and enjoys the greatest potential for redevelopment of any
of the three structures being studied.
1897 Union Station
The modified Italian Villa or Railroad style design for \
Jacksonville's 1897 Union Terminal, credited to architect
W. B. W. Howe, reflects a trend in American railroad archi-
tecture which began to peak in the 1850s.
The station, occupying the whole block on West Bay Street
between Stuart Street and Johnson Street, is basically
rectangular in plan, measuring 317 feet by 128 feet. It
is .principally a one-story structure except for a relatively
small second-story office element, directly behind the
low Italianate entry tower which rises above the north
facade. Two more smaller towers flanked the station's
original east facade, but these were removed during the con-
struction of the adjacent 1919 Union Terminal.
The gable roof of the original general waiting room, to the
west of the entry tower, is raised above the roofs of its
flanking side bays to create a clerestory, which extends
the length of the room's north and south walls.
That part of the station ix> the east of the two-story of-
fice element is largely the product of a series of altera-
tions executed between 1903 and 1920. The roof of this
area and that of the second-story office element are flat
while the entry tower is capped by a low pyramidal roof.
The structure's original bearing walls are constructed of
red brick and range from 16 to 30 inches thick.
A tan or light buff stucco covers the exterior of the
structure's original walls and contrasts sharply with
the red brick and mortar of decorative trim elements. Ar-
ches, door and window surrounds, water tables, numerous
belt courses, window sills and parapet copings are all
accented by this contrast.
The station's tower is roughly square in plan and rests
on four round arches which are six feet deep. The three-
story windows of the tower's north facade are capped by
three contiguous, hooded, round arches, in the Italianate
manner. Single, double and triple belt courses accent the
floor, sill, roof and arch spring lines of the tower and
the structure's other original walls, increasing the visual
continuity of tis original form. Although open as late
as 1913, today the base of the entry tower is enclosed and
only one .of its massive arches is visible from the exterior.
The tower base now houses the sales office of the Wilshire
Gooden Paint Company.
The six deeply recessed round arches to the west of the
tower, on the station's north elevation, create the effect
of an arcade, mirroring the arches of the trackside elevation.
The timber trusses which span the original waiting and dining
rooms are the architectural highlight of the station's
original fabric. The trusses, spanning 48 feet, are orna-
mented in the manner of the English Gothic hammerbeam truss,
with pierced wooden infill panels, pendents and heavy arched
braces. In actuality the trusses are simple Howe trusses,
with a continuous 10 x 10 bottom chort supported by three
vertical iron tension rods. The columns supporting the
waiting room truss system are cruciform in section, composed
of five 10 x 10 posts, sheathed with 7/8-inch thick wooden
casing, and capped by simply ornamented wooden modillions.
Southern Brewing Company Building
The Southern Brewing Company Building, now standing vacant
and awaiting demolition, is a two-story brick commercial
structure which served from 1895 to 1897 as the city's tem-
porary passenger depot.
West Bay Street Post Office Annex
The Post Office Annex, M~h~ich originated in the office of
noted Jacksonville architect H. J. Klutho, is a concrete
framed structure faced with glazed brick in a restrained
yet monumental art deco style. The two-story structure, of
approximately 60,000 square feet, is from its outward appear-
ance structurally stable. Its vast interior open spaces
and.its restrained dignity can fulfill the requirements of
a variety of redevelopment program types.
The post office structure is of great importance to the
development of the JSC in that it serves as a physical
buffer between the JSC development and the JTA s proposed
Major Transit Operations Center. Beyond serving as a buffer,
the structure can add both a significant architectural ele-
ment and increased activity to the proposed JSC project.
A rational analysis of the problem of providing a new
18,500 square foot operations and administrative center for
the JTA cannot ignore the feasibility of the post office
structure's redevelopment. The JTA's insistence on the
construction of a new administrative center under these
circumstances would seem to be inconsistent with the best
interest of the city and people of Jacksonville.
It is the recommendation of this study that the possibility
of the structure's use by JTA be given further consideration,
perhaps as a joint venture with the city or the Chamber of
Commerce. Phasing of such a project is a definite consider-
ation. There is no reason in this case that the entire
structure be developed at one time.
For the purposes of this project, it will be assumed that
the annex will be redeveloped as a joint office complex
for the JTA and the Jacksonville Area Chamber of Commerce.
Other Surrounding Development
To the southeast of the JSC site, across Lee Street on
the south side of Bay Street, stands a row of vacant and
deteriorating, two and three story brick hotel, commercial
and warenouse structures. All are condemned and demolition
of the entire block is underway.
The north side of Bay Street on this block is the site of
another row of deteriorating two and three story commercial
structures, two vacant lots and the-renovated Trinity
Rescue Mission.
Three blocks to the east lies the edge of Jacksonville's
CBD.
On the south side of Forsyth Street, directly to the east
of the JSC site, a raised automobile unloading dock stands
in disuse.
The north side of Forsyth Street, in this block, is dominated
by an older three-story brick building which now houses the
Standard Sales Company.
The north side of Forsyth Street, adjacent to the JSC site,
is lined by a row of vacant industrial, warehouse and commer-
cial structures penetrated by several vacant lots.
The block between I-95 and Stuart Street is composed of a
vacant lot, the condemned and partially demolished Quinn R.
Barton IHC Truck Center, and the vacant Stansal warehousing
complex. The Stansal complex is composed of a group of
small brick buildings varying greatly in age and form. One
of these buildings, the three-story structure on the corner
of Forsyth and 'Stuart predates 1897 and onc'e served as a
cigar.factory. The north side of Forsyth between Stuart and
Johnson includes similar development.
A truck service facility and a two-story brick commercial
structure fill the next block to the east. Only the first
floor of the commercial structure, which once housed the
Duval Motor Company, is now occupied.
To the west the project site is bounded by Interstate 95
which at this point is an elevated six-lane expressway.
In general, the entire area surrounding the site is laced
by a network of railroad tracks, many of which are soon
to be removed for use in a new switching yard being built
to the west of Jacksonville.
Several of the vacant warehouse structures scattered
throughout the area are too low for economic reuse and
others are in a delapidated condition.
A structure of major interest in the immediate area of
the site is the Atlantic and East-Coast Terminal Company
Freighthouse. Located two blocks to the east of the JSC
site, this brick structure consists of two 350-foot-long,
gable-roofed warehouse structures joined at their east end
by a two-story office structure fronting on Jefferson Street.
Between the two parallel warehouse structures is a narrow
open space occupied by the railroad tracks which serve
the facility. The strength and rhythm of the warehouse
structure's long row of arched openings hint at the possi-
bility of a future dynamic and innovative commercial or
residential redevelopment program.
Three blocks north of the JSC site lies a low-income
residential area with nearly a 100-percent Black population.
In this pre-1900 Black neighborhood, the single-family
detached and multi-family dwellings are generally sub-
standard, the majority of its housing stock having decayed
beyond the point of rehabilitation. There are several
structures of architectural and historical significance
in this area, including a group of three turn-of-the-century
brick houses on Houston Street which have been identified as
a portion of Jacksonville's earliest red-light districts.
Although still occupied, the three structures, known as
the LaVilla boarding houses, are all seriously deterior-
ated.
Although the population makeup of the neighborhood to the
south of the Terminal COmplex and McCoy's Creek is similar,
the nature and condition of the development there is
markedly different. Park Street, an old and established
commercial artery bisects the neighborhood, provides a
vitality to the area lacking in the neighborhood to the
north. This McCoy Creek neighborhood is characterized by
a mixture of low-density commercial and residential develop-
ment with older but maintained single and multi-family
structures.
ACCESS
The proposed JSC site is currently accessible by automobile
and bus. As noted earlier, the linear site is truncated
by I-95 to the west and Lee Street to the east. Four of
the city's bus routes, to north and west Jacksonville,
utilize the Park Street Viaduct and Lee Street.
Four blocks to the east, Riverside Avenue and the Acosta
Bridge provide access from the San Marco and South Jackson-
ville areas.
Forsyth, Bay and Wanter Streets provide direct access to
the CBD, to the east.
Presently, major circulation problems do exist with respect
to the development of the JSC site. Although I-95 lies
directly to the west of the site, the nearest exits are
at Monroe Street, four blocks to the north, and Myrtle
Avenue, three-quarters of a mile to the south. Area feeder
streets including Church, Duval, Monroe, Adams and Houston
are inadequate for large volumes of traffic. Any traffic
increase on them would be incompatible with the residential
character of the area to the north of the site.
A study has been recently commissioned by the JTA to in-
vestigate the feasibility of developing Forsyth Street as
a "major new entry into downtown." Redevelopment of For-
syth as a primary connector between I-95 and the CBD would
involve the construction of a new exit ramp system at
Forsyth and the widening of the street from the Interstate
to the CBD, providing minimum disruption to the.existing
or future development to the norht of the JSC site.
More importantly, the proposed Forsyth redevelopment would
provide direct access to the site from I-95 and indirectly
from I-10, three-fourths mile to the south and the Jackson-
ville International Airport, 12 miles north. While enhancing
the development potential of the JSC site, it would at
the same time create a strong definitive boundary and physi-
cal barrier to future expansion of the JSC development to
the north.
According to city officials, this proposal will be realized
in the near future.
Jacksonville's traffic problems have been greatly intensi-
fied with the recent completion of the Independent Life
Tower and furdhem complications are anticipated with the
development of the proposed Riverfront Cetner and St. John's
Place projects. Presently the four bridges serving the CBD,
and I-95 experience heavy traffic congestion during peak
hours, greatly restricting circulation in the CBD and sur-
rounding areas.
In October of 1976 planning began on a four-lane high-speed
arterial corridor which will follow McCoy's .Creek, to the
south of the Terminal Complex, to connect the Acosta Bridge
with Beaver Street, one mile to the west. The arterial,
designed to alleviate the rapidly increasing pressure on
the CBD's outmoded circulation system will provide improved
access to the JSC site from both west and south Jacksonville.
One of the most important elements to the updating of
Jacksonville's CBD circulation is the proposed fixed guide-
way peoplemover system. Basically the system's aim is to
convert commuter parking structures and- bus stations at the
perimeter of the CBD to a relatively pedestrian-oriented
central city core.
Since 1970 the city has invested considerable energy and
funds in the competition for federal peoplemover system
development funding. After failing earlier this year in
their initial attempt to win federal development money,
the city is currently vying for one of three additional
development grants being offered by the federal government.
Don Ingram, director of Jacksonville's Downtown -Deve~lopment
Authority, indicates that the city's chances are excellent
for being the recipient of one of these grants, to be
awarded later this year.
The peoplemover system has the potential of being a prin-
cipal design determinant in the development of the JSC
site.
A series of perimeter multi-level municipal parking struc-
tures and feeder bus terminals are being planned as an in-
tegral part of the city's peoplemover development program.
With the redevelopment of Forsyth Street, the development
of such a structure in the vicinity of the JSC site is
entirely feasible, strengthening the case for development
of a peoplemover link to serve the JSC project.
A parking structure, if located at the extreme west end of
the project site, could be utilized .gs an effective buffer
between I-95 and other development on the site.
An even stronger case for the development of a peoplemover
link to serve the JSC site is created by the development
of the JTA's Major Transit Operations Center in close proxim-
ity to the site. Efficient peoplemover vehicle maintenance
would be facilitated by the extension of the guideway system
directly to the MTOC.
The peoplemover could provide the needed physical connection
which would strongly tie the JSC and Terminal Complex projects
to the propsoed CBD convention hotel, business, trade center.
Pedestrian Circulation
At the present time pedestrian circulation in the area
is limited to travel along Lee and Bay Streets, to the
bus stops located at their intersection. The area to the
west of Lee Street is devoid of pedestrian-oriented activity
and is a dead end with respect to pedestrian travel.
JACKSONVILLE: URBAN CORE: DEVELOPMENT
The following is a brief overview of the influences which
have shaped the recent development of Jacksonville's urban
core, influences which will directly influence the develop-
ment of Jacksonville Station Center.
Deterioration of Jacksonville's Main Street commercial
center began shortly after World War II with the opening
of the Main Street Bridge. Inceasingly heavier volumes of
through traffic, the elimination of on-street parking and the
relocation of bus stops on Main Street resulted in a shift
of the downtown retailing center westward to Hogan, Laura
and intersecting streets.
During the 1950s and 1960s Jacksonville's downtown retail
center was greatly affected by increasingly dispersed
private investment as over 50 shopping centers were con-
structed in the city's suburban areas. Two of these centers,
Regency Square and Gateway Center, contain a combined
1,400,000 square feet of retail space which offer direct
competition to the city's traditional core retail center.
Somewhat smaller, but significantly competitive centers
include: Philips Mall, Normandy Mall and Roosevelt Mall,
The completion of Orange Park Mall in 1975 (750,000 square
feet), a new regional retail center in southwest Jackson-
ville, was another negative blow to the downtown retail
market.
Increasingly important in the late 1960s and early 1970s
was the loss of the sales potential generated by downtown
workers as such major office buildings as the Gulf Life
Tower and the Prudential Building were constructed outside
the city's core area. The 1975 completion of the Independent
Life Tower and the Atlantic National Bank Building, in the
city's traditional retail core, may mark the reversal of
the decentralization trend in office development.
Drastic changes are also evident in the patterns sof recent
residential and industrial development in Jacksonville.
In-town residential areas have experienced a shift in
racial composition as nearly all residential construction
in the past twney-five years has occurred in suburban
areas. Industry and warehouseing, following a pattern
typical in many medium and larger metropolitan areas,
have sought cheaper and more plentiful land in outlying
areas for relocation and expansion.
With the realization that the economic viability of Jack-
sonville's traditional retail core was rapidly disappear-
ing, the Jacksonville-Duval Area Planning Board commissioned
RTKL, Inc. to prepare a Plan for Downtown Jacksonville in
September 1969. Development of the plan, completed in
September 1971, followed a three-phase strategy. Phase I
included an evaluation and recommended growth alternatives
for eight primary urban land-use functions: office, retail,
parking, residential, entertainment, cultural, institutional
and open-space recreation.
The following is a summary fo RTKL's findings as a result
of the Phase I evaluation:
Current indicators point to a favorable market
for new prime office space in the core area for
the next several years (1,400,000 square feet
during the period 1970-1980 and 1,600,000 square
feet during the period 1980-1990).
There is an immediate market for medium and
higher quality restaurants in the core area.
Although there is an adequate supply of fast-
food facilities, it is difficult to find a res-
taurant with a pleasant atmosphere and reasonable
prices. First-quality cocktail lounges and
supper clubs are limited to the Robert Meyer
and Hilton Hotels and one discotheque-type
establishment.
Jacksonville's several active theater groups
are all housed in facilities outside the core
area and the city's quality movie houses are
located in the suburbs, predominantly in
shopping centers.
Conditions seem favorable for the development
of Jacksonville's potential as a major conven-
tion city. Its favorable climate, convenient
accessibility, proximity to the ocean, river-
front location, and existing coliseum and au-
ditoriumi facilities make the core area a prime
location for a major new hotel/convention
complex. RTKL's recommendations include the
development of a 400-unit convention-oriented
motor hotel on a site adjacent to the city's
riverfront Civic Auditorium. The development
should include on-site parking, meeting and con-
ference -facilities, food service facilities,
and convenience shopping for convention-goers.
In response to travel mode shifts and public
preferences in accommodation types, new motels
and motor hotels have been developed in the
city's central and suburban areas. With the
development of Disney World and othe~rFlor-
ida attractions in recent years a potential
new market for transient: accommodations has
been created.~ OVer 200 million tourists
arrive by automobile each year, the majority
traveling .cu I-75 to the west of Jacksonville.
Jacksonville would need to attract only a
small share of this tourist market to support
a dynamic expansion of downtown hotel and
motel facilities.
At the present, downtown Jacksonville is not
a particularly attractive setting for new
residential development. A demand for luxury I
residential units is anticipated-after 1980.
The development emphasis in the core area
should be on creating a total, protected en-
vironment with suitable on- and off-site
amenities, and a positive link to supporting
retail sales and service facilities in the
core area.
During Phase II of the RTKL project the Plan for Downtown
Jacksonville was formulated. The plan, adopted on January
12, 1971 by the Jacksonville City Council, consists of three
major elements: a coordinated vehicular and pedestrial pub-
lic circulation system, concentrated and mixed land-use
activity
DEVELOPMENT POTENTIALS:
JACKSONVILLE TERMINAL -COMPANY SITE
The following is a summary of the findings of the report
"Jacksonville Terminal Company Site Development Potentials,"
prepared for the Jacksonville Terminal Company in July
1974 by Gladstone Associates, Inc., a Miami-based economic
consultant firm. The report is an investigation of the
redevelopment alternatives of the JTS's 92-acre site, lying
to the northwest of the SCL industries headquarters in down-
town Jacksonville. Preliminary development alternatives
investigated include office, commercial retail, residential,
motel/hotel, parking and industrial development, and reuse
of the 1919 Union Terminal.
Recommendations presented in the JTC report are based on
three primary preconditions: improved access to and from
I-95; reuse of the 1919 Union Terminal, with compatible
reuse of the middle and western portions of the site, and
development of the SCL multi-use project. It should be
noted that due to the size and varying characteristics of
the property elements, it is treated in the report's analy-
sis as three separate and distinct parcels.
The major element in the report's recommended development
plan is a 1,000,000 square-foot office complex, proposed
for development on the 23 acres of Parcel A. Associated
retail space, from 30,000 to 40,000 square feet, is en-
visioned as serving mainly on-site office-using employment,
not attempting to attract an expanded ~market from tradi-
tional downtown office using employment or from residential
areas outside the immediate site area. Among the conven-
ience-oriented retail recommendations for the complex are:
fast-food and quality restaurants, barber shops, beauty
salons, dry-cleaning establishments, gift shops, liquor
stores, a branch bank, and small specialty shops.
Indications are that the development of a major regional
shopping complex on the JTC site would not be desirable.
Thd site's location is relatively remote from other down-
town commercial retail activity and it is highly unlikely
that a major retail tenant could be attracted to such a
development. The planned SCL retail complex together with
proposed St. John's Place additions, immediately across the
St. John's River, should provide downtown Jacksonville
with high-quality, unique and exciting shopping opportun-
ities which are currently unavailable.
Projections indicate that residential development should
not be contemplated until after 1990.
In view of the long-term growth potential in Jacksonville's
transient accommodation market (a demand increase of from
250 to 280 units per year is expected until 1985), and the
JTC site's unique site location, adjacent to I-95, a strong
potential exists for a successful motor hotel development
on Parcel 2, immediately to the east of I-95. A 200-unit
motel complex, located near the Terminal Complex, would be
in an excellent position to permit a strong capture of
northbound and southbound I-95 motorist traffic as well as
spillover from downtown's major hotels. The motel should
have a medium-quality image, according to the report, and
living quarters quality should be emphasized rather than
elaborate recreational or eating facilities. If the City
of Jacksonville could be persuaded to locate one of its
planned multi-story parking structures on Parcel B, the
facility could quite conceivably be shared by the motel
and the city, since motel usage would be concentrated in
the evening hours.
Although there is a current need in downtown Jacksonville
for additional exhibition space, plans exist for convention-
scale exhibition facilities at the proposed-St. John's Place
and SCL developments. The addition of these two major ex-
hibition centers to the existing 71,000 square feet of public
exhibition space in the corea area effectively eliminates
the market for such development in the area.
An administrative office space shortage exists at the
present time in the Jacksonville governmental complex (a
short-term 1975 shortage of 47,000 square feet and a pro-
jected 1978 shortage of up to 67,000 square feet}, although
the city's policy in all likelihood will continue to reflect
a desire to keep city office space within the current down-
town area, adjacent or near to the city hall/county court-
house complex.
The Jacksonville Area Chamber of Commerce has expressed a
need for additional space although there are no plans at
the present time for an expansion of its existing facility
or relocation to a larger one. Other cities have combined
the functions of the chamber of commerce with those of a
visitors' center and such an adaptive use seems entirely
feasible for the JSC development.
~~C ~~Bave Str~eet conerct-or.~X~,~ ~ btt~q~
d. Cponstruction o the JTAs propoWsed Maorst
Trasi DeOperationsCntro the JTCose scsBitge.
d. Development of the proposed downtown fixed-
guideway "people mover" system.
Major elements proposed for the Union Station's multi-
activity redevelopment include: a railroad car motel
complex, a shopping mall, a railroad mini-museum/visitors'
center, and a steakhouse and cocktail lounge.
Mr. .William Howard, principal representative of the develop-
ment corporation which plans to redevelop the Jacksonville
Terminal Complex, has recently completed a development
potential analysis of the complex. Having studied several
of the more successful railroad terminal redevelopment
projects in the country first-hand, Howard envisions the
development of a restaurant, motel, and retail commercial
center similar to the redevelopment of Chattanooga, Tennes-
see's Terminal Station.94
The railroad car motel would be developed to provide unique
accommodations to transient motorists, vacationers or
businessmen, traveling on I-95. Accommodations would be
of similar quality to those of the Chattanooga Choo Choo
development, with up to forty Pullman units lining the
trackage now under option. Major public motel facilities,
including its offices and lobby,could be located in the
Union Station's general waiting room. A dining car coffee
shop, a club car bar, and cars modified to facilitate meet-
ings or seminars could easily be integrated into the motel
development.
The retail commercial development would provide mall-type
facilities to accommodate both convenience-oriented and
specialty shops, and perhaps even a small theatre. The
types of tenant shops suggested by this study include: gift
shops, a photo store, a liquor store, a branch bank, a
barber shop, a beauty salon, a dry-cleaning establishment
(pick-up), a jewelry, a tobacco shop, apparel shops, craft
shops, a book shop, a wine and cheese shop, a flower/plant
shop, a newsstand, and a bakery.
Corporate offices and perhaps a professional office suite
could be accommodated in the station's second-story office
area.
The station's waiting room would be developed as a "turn-
of-the-century" railroad steakhouse and lounge. With a
pleasant atmosphere and reasonably priced meals, this dev-
elopment could attract businessmen from nearby-offices,
tourists from the motel, shoppers, and-even convention-
goers who are looking for a refreshing change of pace.
A railroad mini-museum,with interpretive exhibits and a
restored steam locomotive, would contribute considerably to
the total environment of ~the development. A visitor's cen-
ter, integrated with the museum, could serve to entice
travelers to spend more time and money in the Jacksonville
area. Perhaps such a development could be undertaken with
the cooperation and assistance of SCL and the Jacksonville
Area Chamber of Commerce.
FUTURE 1-95 ACCESS
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