JACKSONVILLE, Fla. – A stretch of downtown Jacksonville that has long seen empty lots and quiet sidewalks is beginning to change as construction and planning ramp up around the Pearl Square development.
News4JAX recently toured the site again with Gateway Jax CEO Bryan Moll, who said the project is moving into a more visible phase as leasing, retail and infrastructure plans come into focus.
Leasing at the Vandeveer building is expected to begin in August, and developers say activity will build quickly once residents begin moving in, with temporary activations and retail concepts opening inside the building.
Inside Vandeveer, about 22,000 square feet of retail is planned, designed to bring a mix of food, fitness and neighborhood businesses into the ground floor space.
“Coffee shops, a wine bar at night, three meals during the day. Jet Set Pilates, a bagel place, ice cream,” Moll said.
That vision is already drawing reaction from businesses nearby, who say they hope the project brings new life to a quieter part of downtown.
At E-Luxe Hair Studio, located next to the development, hairstylist Sabrina Sellers said increased foot traffic is exactly what the area has needed.
“I feel like this side of downtown has been dead for a little while,” Sellers said. “It’s going to bring more business — and more food is great, especially for lunch breaks for us, because we like to eat.”
Another longtime downtown business owner, Marvin Herrmann of Starving Like Marvin, said he is watching the changes with excitement as construction continues nearby.
“We’re all excited. I wish they could open up tomorrow, so I can put my chef hat on,” Herrmann said.
Developers say the goal is to create a district that supports both new tenants and existing businesses by building consistent foot traffic throughout the day.
JETSET Pilates, one of the incoming tenants, said in a written statement that the project reflects the city’s broader direction.
“It just feels like the direction Jacksonville is heading,” the company said. “It’s not just another building or shopping center — it’s creating a place where people can actually come together, take a class, grab coffee or dinner, meet friends, and feel connected to the area.”
The company added that it aims to be more than a fitness studio, focusing on community, energy and shared experiences.
One of the largest anchors planned for Pearl Square is a new Publix grocery store. The current building on the site is expected to be demolished next month.
In its place will be a roughly 35,000-square-foot Publix on the ground floor, with parking above and a 250-unit apartment building planned next door.
“You can only create a place like this where there isn’t much foot traffic today by doing it at scale,” Moll said. “Because you need people living…”
Parking will also play a major role in the development. Gateway Jax says the project will include about 2,500 parking spaces total, serving residents, visitors and nearby businesses.
“We want to make it as frictionless as possible,” Moll said. “We are doing that with technology… red lights, green lights for available spaces.”
Beyond parking, developers are working with the Florida Department of Transportation and the city’s Public Works Department on a “road diet” along Beaver Street.
The plan would reduce the roadway to one lane in each direction while adding wider sidewalks and protected bike lanes designed to improve safety and walkability.
Those bike lanes are expected to connect directly into the Emerald Trail, linking Pearl Square into downtown Jacksonville’s broader pedestrian network.
Officials say permitting and design work are still underway, but emphasize that parking, access and walkability remain key priorities as the project continues to move forward.