Fernandina Beach Main Street ready for take-off

Submitted by Suanne Z. Thamm
Reporter – News Analyst
February 25, 2016 3:24 p.m.

Many local business owners, Historic District residents, and just plain curious folks comfortably filled Fernandina Beach City Hall Commission Chambers for two hours the evening of February 24, 2016 to learn more about opportunities and strategies for advancing the city as a result of its recent designation as an accredited “Florida Main Street” city. Jeff Kurtz, Executive Director of the Fernandina Beach Main Street program, introduced a study team consisting of professionals associated with the state program, who presented their initial findings and recommendations after having spent several days in Fernandina Beach.

Ronni Wood, coordinator of the Florida Main Street Program, advised the audience that her team’s presentation was a “snapshot of the last three days” and that it would be followed by a formal, written report in a month. She expressed enthusiasm over the team’s findings and optimism that the city can continue to build on its many strengths to become even greater.

Fernandina Beach Main Street is a partnership between the City of Fernandina Beach, Amelia Island-Fernandina Beach-Yulee Chamber of Commerce and the Amelia Island Convention & Visitors Bureau. Florida Main Street is a part of the National Main Street Center through the National Trust for Historic Preservation.

Florida Main Street is a technical assistance program administered by the Bureau of Historic Preservation, Division of Historical Resources, Florida Department of State, for traditional historic commercial corridors. The Bureau conducts statewide programs aimed at identifying, evaluating, and preserving Florida’s historic resources. Main Street, with its emphasis on historic preservation, is an effective strategy in achieving these goals in Florida’s historic retail districts.

The national Main Street program has been in existence for 35 years and includes 2,000 communities across the nation, with 45 of those in Florida.

Wood, who is responsible for the organizational element of the program, reported that during her team’s study of the Centre Street area, they have observed a great sense of pride stemming from a unique history and the real hometown feel of the city. She said that while the city is great, it is poised to be even greater.

She emphasized that every Fernandina Beach resident is a stakeholder in the historic downtown area. This area attracts new residents, businesses and tourists. But she added, “The Main Street program must be treated as a business.” She cited the importance of fundraising—one third from the city, one third from private memberships, and one third from other sources, such as grants—to underwrite quality investment in historic preservation, landscaping, maintenance, etc.

Wood said, “Nothing about Fernandina Beach says it’s average.” She cited the advocacy role of Main Street to build partnerships that will help build and sustain continuing vitality to the downtown. She introduced three members of her team, each responsible for specific facets of Main Street programs.

Promotion 

Sharlene Cannon, responsible for promotion, boasted a long association with Fernandina Beach going back to her childhood when her family would vacation in the city. She advised business owners, “Play on your history; that’s what sets your community apart in Florida.” She stressed the importance of social media in promoting business to younger generations. She also spoke about the importance of a strong merchants association and the need to coordinate hours of business among all the merchants.

Noting that Fernandina is “not deprived of special events,” she said that the Main Street program should be the clearinghouse for scheduling special events. “Evaluate what you are doing,” she said. “Are all the events right for the community?” She underlined the importance of both quality and fit.

In carrying on the theme of keeping what makes a community unique, Cannon spoke to various plans for developing the Amelia Riverfront. She cautioned, “Don’t sacrifice what the waterfront is!” She noted the nostalgic appeal of a working waterfront, warts and all, and even the existence of a train that occasionally disrupts traffic. She advised against “Disneyfication” of the things that make Fernandina special.

Design

Ken Cureton briefly analyzed some design challenges in the central business district, pointing out problems that need attention, such as: stormwater drainage problems on Front Street, a need for parking enhancements, and revisiting the sign ordinance. But, he added, “To see a community that has taken to heart its historic stock and preserved it is rare today.”

He cited needs for maintenance and cleaning of public features along Centre Street, landscaping and sidewalk improvements, and lighting on the side streets. He also cited the need to do something about the unsightly newspaper boxes along the street.

Cureton recommended more sculpture and fountains, but cautioned that such should be in keeping with the city’s historic themes and of quality. He suggested adding bike racks and replacing the wooden benches that were installed with the Centre Street improvements of the 1970’s.

He stressed that it is imperative to maintain a civic presence on Centre Street, citing the need to repair and stabilize the historic Post Office Building. He has been working at the state level with representatives of the USPS to develop appropriate plans for the building’s restoration. He suggested possible joint use for the building between the city and the USPS, adding that the courtroom could be used for public events.

Cureton listed several other points, again stressing the need to retain the working waterfront. “There should be an ‘Aha moment’ at the foot of Centre Street,” he remarked. But he also spoke to the need for businesses that support daily needs of people who live, work and play downtown, such as a grocery store, a pharmacy and professional offices.

The challenge facing the city, according to Cureton, is how to enhance the business district, preserving its culture and character, without losing what makes it unique.

Economic Vitality

Pauline Eaton, the final speaker, spoke to increasing the economic vitality of downtown Fernandina Beach. She said that businesses must be able to maintain their historic buildings. They must know the market and work with property owners. She emphasized that while attracting new business is a goal, Main Street needs to first strengthen existing businesses to set the stage for business recruitment. Echoing themes of previous speakers, she stressed the need to keep up with the times, maintain high standards and quality craftsmanship. All speakers also stressed the need to add activity in terms of residents and/or offices to the second story of Centre Street buildings.

“Avoid analysis paralysis. The harder you work,” she said, “the luckier you will get!”

In closing the program Ronni Wood reminded the audience that Main Street must maintain an unerring commitment to succeed. “Main Street is a marathon, not a sprint,” she said.

To learn more about Main Street programs, visit these websites:

www.FernandinaMainStreet.com

www.FloridaMainStreet.org

www.preservationnation.org/main-street

Editor’s Note: Suanne Z. Thamm is a native of Chautauqua County, NY, who moved to Fernandina Beach from Alexandria,VA, in 1994. As a long time city resident and city watcher, she provides interesting insight into the many issues that impact our city. We are grateful for Suanne’s many contributions to the Fernandina Observer.