Special Section: Metro Jackson
The area’s economic boom
moves downtown
As surrounding counties continue to grow,
the heart of Jackson is beating back to life

By MARK BIRD
DBJ Contributing Writer

The metropolitan Jackson area has been the source of much positive economic news in recent years. In the wake of the coming of Nissan to Canton, Madison County has been transformed—every month seems to bring reports of another business opening or housing development start. The boom has also spilled over into neighboring Rankin County, with new retail centers, road improvements, and now even the pending arrival of a Class AA baseball team and the construction of a new stadium.

As 2004 winds down, the economic vitality of the suburban counties around the city of Jackson continues unabated, but perhaps the most exciting news is coming from the heart of the city itself.

With a wealth of renovation projects and new developments underway or seriously under consideration, downtown Jackson seems poised for a renaissance that will transform Mississippi’s capital city into a model for revitalization of urban centers. The new Telecommunications Conference and Training Center will give Jackson a second-to-none meeting and exhibit venue. The extensive renovation of the landmark Electric Building should show the way for mixed-use structures that are making downtown districts appealing once more to both businesses and residents.

In the minds of many, the key to sustained revitalization of downtown Jackson is the completion of the proposed Convention Center. Seen as a critical factor in generating redevelopment and growth throughout the area surrounding its planned site, at press time the Convention Center project was waiting for the results of a November referendum—wherein sixty percent of voters need to approve the implementation of a hospitality tax to fund its construction.

Also critical, say civic and business leaders, is attracting people back downtown to live. As Richard McNeel of architectural firm Johnson Bailey Henderson McNeel (JBHM) comments, “Renewed interest in downtown Jackson has led to growth in all areas. Downtown housing is definitely on the upswing—with the ‘new urbanism’, people want to be in proximity of work, home, and entertainment, and this is beginning to happen in downtown Jackson.”

According to Jeff Barnes, Principal and Senior Designer at Dale & Associates, there has been over $450 million of construction in downtown Jackson during the past six years on projects either recently completed or currently under construction.

“There is a real need to bring people back downtown to live, work, and play, and there is a major momentum going on to do just that,” he comments. “I think this is influenced in part by the baby boomer generation’s concern for quality of life issues, realizing the need to limit urban sprawl and to revitalize urban areas, utilizing existing structures as well as building new ones.”

From downtown with its new housing developments and building renovations, to suburban communities with their retail centers and business parks, it is clear that there is a large volume of construction activity in the entire metro area. Comments Richard Dean of Dean & Dean Architects, "We're seeing lots of activity in several market sectors. With an aging population, our health care institutions have urgent needs to expand and upgrade facilities, equipment, and systems. Generally speaking, department store retailers are faring better, nationwide, and this is fueling need for growth in the Jackson market. There's a strong trend away from enclosed malls to the open-air ‘lifestyle center’ concept, and that is spawning a wealth of projects and attracting high-end, upscale fashion retailers. And we're seeing a number of mixed-use type projects, where retail, office, and residential are combined into one building or complex of buildings."

Dean's firm is currently working on major projects in all these sectors as well as the education sector. They are handling all design services for Rankin County's $69 million school bond issue, which includes several new schools and multiple renovation projects, he reports.

The revival of downtown Jackson depends, to a large extent, on the proposed convention center, agrees Carl Franco of J H & H Architects. "It would be the catalyst for redevelopment, especially in the southern part of downtown. The planned renovation of the King Edward Hotel is one example--various uses for the building have been discussed, but it needs the impetus of a project like the convention center. Other capital cities, and other cities in Mississippi, have a convention center, and Jackson really needs one.”

One of the largest current J H & H projects in the metropolitan area is a $12 million church complex underway in Clinton. Franco also reports numerous school projects in Hinds, Madison, and Rankin counties.

The Capital City Convention Center is one recent project for architectural firm Dale & Associates. In an association with another firm, the company is currently working with the Jackson Convention and Visitors Bureau on the proposed $61 million project, which would total 246,000 square feet, including a 90,000 square foot multi-purpose exhibit hall.

Jeff Barnes reports, "We're also involved with the renovation of the Jackson Police Station Building. It's a $7 million project that should be completed by early 2006. And we're working with Parkway Properties on the renovation of the City Centre building and the development of the new parking garage."

A major project for downtown Jackson, and for Parkway Properties, is the renovation of the City Centre Building, formerly the SkyTel Center. SkyTel vacated approximately 160,000 square feet of the Center last year, leaving a void in the property and in downtown Jackson, says Jamie Chustz, Parkway Vice President and Asset Manager.

“With the renovation, the Forman Perry Watkins Krutz & Tardy law firm will move into some 157,000 square feet of City Centre,” he reports, “consolidating their operations from multiple locations. They will utilize sixteen of the twenty-two floors, and we’re currently doing substantial renovations on those sixteen floors.”

Parkway is also constructing a new five level, 517-space parking garage adjacent to City Centre. “It will accommodate the Forman firm and others,” Chustz explains. “With the new Telecommunications Center and the proposed Convention Center nearby, the area could lose a lot of its available surface parking. So we felt a parking garage was important for City Centre tenants. We’ll also be able to offer after-hours parking for people visiting the planetarium and other downtown attractions.”

Entergy is very focused on economic development, says Haley Fisackerly, the utility's Vice President of Customer Operations. "We work hard with all of our communities to recruit and retain business, and to improve the quality of life in these communities," he states.

"One thing that site consultants have told us is that we need to improve Mississippi's image. Many states are defined by one city--like Atlanta in Georgia--but frankly people don't have a clear idea of Jackson, so we're trying to help improve our capital city's image, for the good of the entire state. Businesses operating anywhere in Mississippi will inevitably have some dealings with Jackson, and most times Jackson is the first impression business people have of Mississippi."

Much of this focus is on downtown Jackson and Entergy's headquarters, the old Electric Building, which will be renovated into the type of mixed-use approach that will show a commitment to the downtown area, says Fisackerly.

"We're also working closely with the city and others to develop a master plan for Jackson. This will include new buildings, new green areas, etc.--it will be something we can show to developers to heighten their interest in the city."

Duckworth Realty, Inc. is heading up the Electric Building renovation project. When the $16 million project is completed, Entergy will lease half the space in the ten-story structure, reports Ted Duckworth. "JBHM, the architects on the project, will occupy one of the floors. The top floors will be converted into luxury apartments, while the ground floor will be devoted to retail businesses.”
The project, the first of its kind in downtown Jackson, is scheduled for completion in the fall of 2005. Duckworth's firm is also working on a number of other building and renovation projects in the downtown area. "We see the Electric Building as a catalyst for even more projects and growth," he comments. "A lot of people who are considering downtown projects are watching to see how this one turns out."

Richard McNeel provides more details of the Electric Building project. "This 115,000 square foot building is a historic landmark built in 1930. The luxury apartments on the top floors will offer amenities and services equivalent to those found in upscale boutique hotels. There will also be a rooftop terrace providing great views of downtown."

JBHM is also completing a new facility for the Mississippi Department of Employment Security. "It's a state-of-the-art facility that, due to its location (on I-220) and its contemporary design, will be a landmark in Jackson, " McNeel comments.

At commercial realtor The Mattiace Company, Executive Vice President Bob Flowers reports numerous current company projects, especially along County Line Road in north Jackson.
"We're seeing a kind of revitalization on County Line," he states. “We've just completed the major phase of an extensive renovation of the Purple Creek Plaza shopping center. We've also got a new Lowe's under construction at a site with three outparcels, and two of those have already been sold."

Among other projects, Mattiace is at work on a 16-screen theater in Madison, at a site that will ultimately have 300,000 square feet of retail space. A lifestyle center project in Ridgeland will include 500,000 square feet of retail and office space, Flowers adds.

The influx of new residents to the metro area is providing growth opportunities for businesses in various sectors. States Chad Cargile, Senior Vice President for Branch Administration at AmSouth Bank, "We're bullish on Jackson. There are a lot of exciting things happening around the metro area, and we want to be a part of it.”

In addition to renovating a number of its branches in downtown Jackson--including in the Fondren, State Street, and Terry Road areas--Cargile says the bank is building multiple branches in the growth areas surrounding the city. "Madison County is certainly one very exciting areas. The population is expected to reach 100,000 in just a few years, and I believe we still haven't seen the full impact of Nissan on the market.

"Rankin County has Bass Pro Shop, the Mississippi Braves, and the reservoir--a beautiful setting where more and more people are choosing to live."

Jack Garner, president of advertising firm The Ramey Agency, comments, “Jackson is traditionally a solid market, and the healthy economic environment certainly bodes well for businesses like ours in the service industry. Our business is strong, and our clients are enjoying a robust period.

“As a center to attract clients from other areas in the Southeast, Jackson has some challenges, since it’s not perceived as a major advertising hub,” he observes. “Still, Jackson has a number of very successful ad agencies, and for clients who are based in Mississippi, it’s a very strong center.”

At Howard Wilson Chrysler-Jeep in Flowood, owner and general manager Alan Wilson agrees that the overall business climate remains good, even if new and used car sales have softened somewhat. “Of course, we’re coming off three extremely strong years,” he comments.

“Jackson draws car buyers from a lot of the outlying areas, even from places that have a local dealer. One big reason is selection, and in a metropolitan market with over twenty dealers, we have to be aggressive on our pricing.”

Flowood, like other suburban towns in the metro area, is “exploding with growth”, says Wilson. “We have a new mall, and two other new shopping centers are going in adjacent to it—bringing in a lot of well-known regional and national retailers.”

As the capital city and the center of the state, Jackson has grown to be a hub for health care services as well. A number of long-established institutions continue to make the latest in technologies and treatments available to Mississippi citizens.

Baptist Medical Center has been awarded the Gold Seal of Approval and achieved Disease-Specific Care Certification from the Joint Commission on Accreditation of Healthcare Organizations, having been recognized for excellence of health care quality in its heart, diabetes, and cancer programs. Additionally, Baptist is the first organization in the United States to earn this distinction for an entire cancer program, reports Communications Director Robert Channell.
In conjunction with National Breast Cancer Awareness Month in October, Baptist's Breast Health Center launched its Breast Center of Excellence program. Explains Channell, "Our objective is to offer comprehensive, multidisciplinary care for breast cancer awareness, diagnosis and treatment. This objective is enhanced by the ability to provide immediate results to patients--thanks to the presence of a full-time, on-site radiologist."

At. St. Dominic Hospital, Marketing Director Keith Buchanan reports, "Construction is continuing at our North Campus on Dominican Plaza, a new concept in healthcare and wellness facilities. This state-of-the-art center will bring together, in one location, all of our outpatient services, including laboratory, diagnostic imaging, and the Ambulatory Surgery Center.

"What will make Dominican Plaza unique to the Jackson area, however, is the fully integrated medical wellness center that will occupy the entire 20,000 square foot second floor," Buchanan continues. "This means our outpatient rehabilitation services will be brought together in the same location as our membership-based community fitness center." To meet the area's needs for an outdoor fitness venue, a new walking trail will be added to the grounds outside Dominican Plaza, he adds.

As the metropolitan Jackson area is attracting a growing number of new residents and new businesses, it is also growing as a tourism destination. “Tourism’s impact on Jackson gets stronger every year,” states Wanda Collier-Wilson, Executive Director of the Jackson Convention and Visitors Bureau. “The number of visitors to our city has grown tremendously in just the last five years. In 2003, we had approximately three million visitors, who brought more than $321 million in visitor spending.”

Some significant downtown projects will enhance Jackson’s appeal as a destination, she points out. The Mississippi Telecommunications Conference and Training Center, currently under construction, will be one of the most technologically advanced meeting venues in the Southeast. Also, the City of Jackson has signed a contract with Performa Real Estate of Memphis to revitalize the historic Farish Street Entertainment District along the lines of one of Performa’s most successful redevelopment ventures, Memphis’ Beale Street.

“The CVB’s focus for the coming year is promoting Jackson as a good and affordable family destination,” Wilson comments. “Jackson is very affordable, and we have a strong number of attractions and museums, as well as a slate of special local, national, and international events.”
From the reports of new projects given by construction sector spokespersons, it clear that the suburban communities in the metro area remain the site of substantial residential, retail, and industrial growth, along with other amenities. Madison County has certainly been a major beneficiary of the boom in the Jackson metropolitan area, and continues to attract large numbers of residents and businesses, says Dianne Dyar, Executive Director of the Madison County Chamber of Commerce.

"We have experienced tremendous growth in residential, retail, and commercial," she states. "At present, over forty residential subdivisions are plotted or planned. Retail growth in Canton, Flora, Madison, and Ridgeland is increasing, giving shoppers more options to shop at home.

“Commercial business parks are also being developed in the southern part of Madison County," she continues. "A new north parkway is being planned from Madison to Gluckstadt. This will provide even more options to businesses relocating or expanding their offices."

Attorney Andy Taggart moved his practice to Madison County two years ago. He comments, "Besides being convenient to my home, church, and such, I knew this would be a good central location for business. In fact, I hardly recognize the area around my office now; there's been an incredible amount of development in just the past two years."

Taggart says there is reason for real optimism in the Madison County area, with increased housing starts, economic vitality in the service sector, and extraordinary opportunities for real estate development.

Among the most innovative developments underway in the Jackson area are two planned communities on the shores of the Ross Barnett Reservoir. While reflecting current trends, they are actually following old-time principles for town design, says Michael Barranco, whose firm, Barranco Architecture and Interior Design, is the project architect.

"It's what is called 'traditional neighborhood design'," he explains. "The first project is The Town of Lost Rabbit, which I describe as a village on the water. It will echo the design of places like Natchez and Vicksburg, with residential areas radiating out from the town center. Ultimately it will include 600 homes, ranging from carriage houses to mansions."

The second development is Harbor Walk, which Barranco calls the town center of the reservoir. The $100 million project will create an "urban harbor street", he says, with five to eight-story buildings containing condominiums, office, and retail spaces. A 200-room hotel is also planned. The first homes in The Town of Lost Rabbit should be completed next spring, Barranco reports; Harbor Walk is scheduled to open in 2007.

Rankin County will soon be the site of two developments sure to further stimulate an already high level of growth. Bass Pro Shops, known internationally as a prime destination for outdoor enthusiasts, is building a retail store that will be the centerpiece of Bloomfield, a 780,000 square foot lifestyle center that will offer upscale shopping, accommodations, and attractions, and is strategically located at the junction of Interstates 20 and 55 in Pearl.

Also in Pearl is the site of the new baseball stadium for the Mississippi Braves, the Class AA affiliate of the Atlanta Braves. The team, which is moving to Mississippi from South Carolina, will begin playing in its new home next spring.

"I'd say the outlook is very rosy for Rankin County," states Gale Martin, Executive Director of the Rankin County Chamber of Commerce. "We're seeing a lot of growth and new business starts. It's a continuance of last year, when we had some 450 business starts."

Martin attributes the ongoing real estate boom in Rankin County to several factors, including the large numbers of people moving to the area for jobs, the quality of life the county offers, and a strong educational system.

Meeting infrastructure needs is always a challenge, he comments. "There are several significant projects underway, including the new road from downtown Jackson to the airport. The Highway 49 and Fannin Road expansions are also moving along, slowed only by the large volume of traffic those roads carry each day."

The growth and appeal of the Jackson metropolitan area seems to be increasing daily. The boom that has surrounded the capital city in the past several years is now moving inward to spread its positive benefits to the urban heart of Mississippi. As Chad Cargile puts it, “Jackson has the potential to be a star. We have so much to offer here, from our proximity to outdoor activities, to interesting neighborhoods that are attracting people who want to move back into urban centers, to places like Madison and Rankin counties that offer all the amenities while maintaining a small-town feel.

“The trend is that people are moving to the South. Other states may have ahead start, but more and more, people are discovering Jackson.” DBJ