Rummell, Balanky pitch ‘Healthy Town’ for JEA site

[thelakelander]

By Karen Brune Mathis, Managing Editor

Developer Peter Rummell is making a formal pitch to develop his "Healthy Town" concept at the 28.6-acre JEA Southbank site.
He hopes for a home run.

"There really is a big idea here," the Jacksonville businessman and investor said Wednesday, a week before bids were due from developers who want to buy the vacant property.

RELATED STORY: About the JEA site up for grabs.

Rummell considers the idea so big that he is trademarking "The Healthy Town" as well as "Generation H."

Gen H is defined as a growing market of all ages, single and married, families and retirees, who seek "happier, more fulfilling, productive lives" achieved by healthy living that includes their personal habits and living environment."

"We are at the point now where financially it makes sense. Now we have to execute," Rummell said.

Rummell didn't provide an overall investment estimate, but he said it could be $150,000 per unit. At 1,000 units, and there likely would be more, that indicates an investment of at least $150 million.

Full article: http://www.jaxdailyrecord.com/showstory.php?Story_id=544007

[BoldCityRealist]

Started a big discussion on my FB page. The consensus is it doesn't fit the urban core from the up & coming young professionals in the city. Not that we speak for everyone and my FB page is definitely skewed. But worth bringing up.

Personally, I like it. A nice, dense, walkable community a la San Marco in the 1920s... is that a fair comparison?

[ProjectMaximus]

I'm still of the opinion that Deutsche Bank is moving in. Obviously things could change, but until there are clear indications otherwise I'll just tentatively assume that's the plan and hope for the best.

Would Rummell's plan adapt for different large scale sites, or is it necessary to be in that location?

[edjax]

I thought young professionals wanted dense walkable areas?  So what would this young professional group prefer at this particular site?

[BoldCityRealist]

I thought young professionals wanted dense walkable areas?  So what would this young professional group prefer at this particular site?

Me too! The overall feeling was "it's lame" "is it a retirement community?" etc. There were other concerns that people of the "healthy" lifestyle this development is geared towards will be the bane of making Met Park a cool venue for concerts etc. "...people that like to be in bed at 10pm and not have any noise are not going to fit downtown."

In other words, they expect a bunch of geezers to move in like the ones that live in St Nicholas that would complain about making Jacksonville's nightlife more exciting, when big events are held  at Met Park or the Stadium or whatever will happen to the Shipyards.

[Tacachale]

I'd actually prefer to see an urban scale residential development on this site than more office space. It will all depend on how integrated it can be with the surrounding area. But what we don't need is suburban-style developing (residential, office, or anything else) on such a key piece of land.

[downtownbrown]

I thought young professionals wanted dense walkable areas?  So what would this young professional group prefer at this particular site?

Me too! The overall feeling was "it's lame" "is it a retirement community?" etc. There were other concerns that people of the "healthy" lifestyle this development is geared towards will be the bane of making Met Park a cool venue for concerts etc. "...people that like to be in bed at 10pm and not have any noise are not going to fit downtown."

In other words, they expect a bunch of geezers to move in like the ones that live in St Nicholas that would complain about making Jacksonville's nightlife more exciting, when big events are held  at Met Park or the Stadium or whatever will happen to the Shipyards.

That's an interesting point.  Knowing who the developers are, I assume the price point they have in mind isn't exactly going to attract the younger professional demo.  Plus, it's hard to imagine "Whiskey Night In Healthy Town".  The article makes it almost sound like The Villages. 

[Tacachale]

Not every project has to suit "young professionals". Not everyone interested in urban living fits that demographic.

[downtownbrown]

that's exactly right.  The question is whether or not the vision is in conflict with the concept of the Core as an entertainment district with all of its commotion and late night activity.  I bought a place in the Core because I wanted to be in the center of all that, and I ain't exactly what you would call a Young Professional. 

All in all, I like the vision whether it sounds like The Villages to the young folks or not.

[BoldCityRealist]

I'd actually prefer to see an urban scale residential development on this site than more office space. It will all depend on how integrated it can be with the surrounding area. But what we don't need is suburban-style developing (residential, office, or anything else) on such a key piece of land.

Agreed!

[thelakelander]

Choosing between infill residential and landing something like Deutsche Bank on that site is a tough decision. I'd first like to see if both could work together but if forced to choose, I'd probably lean towards Deutsche. Primarily because that's something that will create a market for supportive residential/commercial development throughout the urban core. 

If I had a magic wand, I'd actually prefer something like this developed in a place like the area formerly known as Sugar Hill or the land surrounding the Prime Osborn.  In fact, JTA should get with COJ and seek RFPs for all the land they own in that section of LaVilla.  Roadway and transit infrastructure is already in place and land has already been cleared.  If green space is desired, perhaps it's time to seriously look at what can be done with McCoys Creek. Combined with what's taking place in Brooklyn, you could have a pretty decent walkable/already connected urban environment in a few short years.  It will be interesting to see how all of this plays out.

[benfranklinbof]

After reading the article I would live there if I didn't have my house lol. The sketch of the area looked nice. The description of the area sounds ravishing.

[BoldCityRealist]

Choosing between infill residential and landing something like Deutsche Bank on that site is a tough decision. I'd first like to see if both could work together but if forced to choose, I'd probably lean towards Deutsche. Primarily because that's something that will create a market for supportive residential/commercial development throughout the urban core. 

If I had a magic wand, I'd actually prefer something like this developed in a place like the area formerly known as Sugar Hill or the land surrounding the Prime Osborn.  In fact, JTA should get with COJ and seek RFPs for all the land they own in that section of LaVilla.  Roadway and transit infrastructure is already in place and land has already been cleared.  If green space is desired, perhaps it's time to seriously look at what can be done with McCoys Creek. Combined with what's taking place in Brooklyn, you could have a pretty decent walkable/already connected urban environment in a few short years.  It will be interesting to see how all of this plays out.

Brilliant. LaVilla is prime for a master plan. And it makes much more sense for that area.

[InnerCityPressure]

That would be so weird if people lived by one of the Skyway stops...

[finehoe]

What would make it work? As designed on the JEA site, Rummell said the residential and amenity mix to attract all age groups and a range of demographics would have included:

• 700-800 multifamily units for sale and for rent

• A unit mix from studios to penthouses that would attract, for example, residents ranging from new college graduates taking their first jobs to more affluent professionals to retirees.

• Multistory residential buildings of three to four floors that are designed with the stairs up front and the elevators in back, which could entice residents to take the stairs. "If you walk to your fourth floor five times a day, that's a lot of exercise you wouldn't get otherwise," he said.

• 75,000 to 85,000 square feet of retail, food and beverage space to serve residents and visitors.

• "A riverfront cool bar and restaurant."

• Garden space for rent that encourages residents to plant and reap their produce, but would be tended by staff if the residents prefer.

• The "hardware" of fitness centers and amenities that encourage a healthy lifestyle.

• Most important, he said, is the "base camp" and software services that would be staffed by people who could help residents with questions ranging from finding a church to booking an appointment with a medical center.