The Forge (BJCC)
The District is a planned $50 million entertainment district being developed by Memphis, Tennessee-based Performa Entertainment Real Estate under contract with the Birmingham-Jefferson Convention Complex. The District will be constructed on both sides of 10th Avenue North just east of the BJCC and will fill a need for dining and entertainment options within walking distance of the convention and hotel facilities.
The BJCC conducted a national request for development proposals. Discussions with the authority's first choice, Bayer Properties, broke down for lack of public commitment to the planned BJCC expansion. Performa won the contract to lease and develop the BJCC-owned property during the Board's annual retreat in February 2007 in Salt Lake City. Performa and its CEO John Elkington are most known for their investment in the redevelopment of Beale Street as an entertainment district in Memphis. Their other projects have gotten mixed reviews. As announced, the project would include 100,000 square feet of retail, restaurants and performance venues, 100 residential apartments, and a 140-150 room hotel. The agreement was formalized on April 27 with a minimum commitment of $25 million in private capital development for construction and a 99-year lease for the land. Performa will pay the BJCC 5% of gross income from the project and 50% of distributable net income after expenses and debt service.
The project is scheduled to break ground in Fall 2007 and open as early as the following year. In the summer of 2007 Elkington approached several local business owners about relocating or expanding to The District. Ona Watson has expressed strong interest in the project. Restauranteur Frank Stitt declined initially, but expressed support for the developer's taking interest in local entrepreneurs. Elkington has also approached American Idol winner Ruben Studdard, Golden Rule Bar-B-Q executive Charles Matsos, and Clayton Sherrod, owner of Chef Clayton's Food Systems. Elkington has mentioned other national operators that he planned to court such as Cayote Ugly, Hard Rock Café, Dick Clark's American Music Café, and Pat O'Briens. He also talked about expanding some of Beale Street's signature venues and about inviting Alabama sports figures like Charles Barkley and Bo Jackson to participate in the district.
Renderings published in Black & White showed red brick and glass facades with light-colored trim fronting the BJCC parking deck. Streetlights and ornamental trees were shown along with café tables and signage as part of the streetscape.
References
- Williams, Roy L. (June 21, 2007) "BJCC district's promoter has a taste for local flavor." Birmingham News.
- Diel Stan, (April 28, 2007) "BJCC OKs $25 million hospitality district plan." Birmingham News.
- Crowe, Christina (April 19, 2007) "Downtown Doubt." Black & White.