Melissa Ross
For a couple of years now, Jacksonville megadeveloper Peter Rummell would cringe a bit when people would ask what was up “with that new development of yours, Healthy Town.”
“That’s not going to be the name!” he’d say.
Now, “Healthy Town” is out and “The District” is in.
Actually, the planned community on Jacksonville’s Southbank will be called “The District — Life Well Lived — Jacksonville,” but who will say all that?
Rummell says the name was selected after hundreds of people submitted ideas through an online naming contest for the estimated $400 million to $500 million retail and residential community.
“We had well over a thousand entries, including every version of ‘Cowford’ you can think of,” he said.
Partner Michael Munz adds, a focus group helped in the branding and logo design to help unveil the official concept for the 30-acre development on the south bank of the St. Johns River.
The District will emphasize healthy habits such “unintentional exercise,” a waterfront lifestyle, and multigeneration living. Those interested in renting or owning units can sign up on the waiting list at www.thedistrictjax.com.
Rummell estimates The District will open in about two years.
“When it’s done, it’s going to be a nexus,” he said. “A focal point that I think will be incomparable to any other place in town. It’ll be well done and on the riverfront. That combination doesn’t yet exist. When you’re going to meet somebody for a drink at 5, you’ll say, ‘Let’s just go to the District.’ It’s a new something for Jacksonville in terms of place-making.”
Rummell, of course, is known around town not only for his real estate exploits, but for funding the popular One Spark crowdfunding festival, and for putting his considerable money and muscle into Jacksonville mayoral campaigns, most recently, abandoning his support of former Mayor Alvin Brown (whom he helped decisively in 2011) in favor of new Mayor Lenny Curry.
