Publix at Vilano becoming a reality

Local reporters for Historic City News were on hand; as were St. Johns County Commissioners, other County officials, North Shores Improvement Association members, developers Atlantic Land Realty, designers Land Design South, and an overflow crowd to show support for a long-awaited ceremonial groundbreaking for the Publix Supermarket at the Vilano Beach Town Center.

Vivian Browning announced the 28,800-square-foot store with 8,800 square feet of adjacent retail space which she feels is just the beginning of a renaissance for the community — and, judging by today’s turnout, it seems apparent that Browning is correct.

The Vilano Beach Town Center is part of an area redevelopment project. $5.5 million of the $6 million construction is funded with tax-exempt recovery zone facility bonds made available through the federal stimulus program.

BB&T, who was also represented at the groundbreaking, will provide the financing for the construction, at a discounted rate of interest to Vilano Beach Town Center Partners LLC, because the bank will receive a tax exemption from income earned from that loan — thanks to the use of the recovery zone bonds.

Robert A. Bentz and Joe Lelonek, development partners for the new Vilano Town Center grocery store site, each spoke to the audience and offered the exciting news that V. J. Usina will begin demolition and site prep work this week. Estimates were that it may take three months for the land clearing and infrastructure to be in place. Construction of the grocery store and retail space will begin immediately. Lelonek expects that Publix will be open during the first quarter of next year, however, he offered some hope that they could be ready to open as soon as New Years.

Regional and District managers from Publix applauded the community’s persistence in attracting them to the Vilano Beach Town Center; remarking that all of their associates seem to be putting in transfer requests for the new store, and, now that they have seen the location, they understand why. There is no skepticism on Publix part, according to managers in attendance. Browning reassured everyone concerned that the community welcomes Publix to the neighborhood and that the community will not let them fail.

Lifelong Vilano Beach resident and businessman Sam Barrancotto smiled and remarked that the construction makes all the talk seem real.

Browning suggested to a contingent of dignitaries from the City of St. Augustine including City Manager John Regan, Assistant City Manager Tim Burchfield, City Attorney Ron Brown and Commissioner Bill Leary, that she expects them to approve a ferry between Vilano Beach and the mainland — “we’ll allow you to dock on our side and you allow us to dock on your side,” Browning said; trying to put Regan on the spot.

Sasha Martin provided a brief recap of activities that lead the participants to this point.

A formal partnership established in 1999 joined St. Johns County and the North Shores Improvement Association, creating a unique citizen-government cooperative. This resulted in Vilano becoming part of the Waterfronts Florida Program and the Florida Main Street Program, which opened opportunities for grants and state funding, as well as provided technical assistance.

In 2002, the St. Johns County Board of County Commissioners showed long-term commitment by establishing Vilano Beach as a Community Redevelopment Area with Tax Increment Financing, allowing the CRA to use growth in real property tax revenues to reinvest within its boundaries.

The largest reinvestment project was an approximately $13 million Town Center Streetscape completed in 2008, including underground utilities and a storm water system, as well as sidewalks, parking and landscaping.

The County also worked with the community to establish a new North Coastal Overlay Zoning District, which incorporates Florida Vernacular and Art Deco architecture into the design of the Vilano Beach Town Center.

A total of seventeen participants unearthed a ceremonial gold shovel of dirt; to applause from the crowd.

Photo credits: © 2011 Historic City News staff photographer