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December 12-18, 2002 cityspace Lucky 13
Developer Tony Goldman has spurred new growth in a long-blighted neighborhood. An unexpected transformation is well along in a newly chic Center City District. Not Old City or even Northern Liberties -- I’m talking 13th Street! Yep, look for yourself. There’s a high-style new gelateria, a chic housewares store, and a pizza restaurant (longtime resident, but transformed). Notice the gussied-up façades, and the lights starting to appear in the long unoccupied upper stories. For years these blocks (Walnut, Sansom, Chestnut) have been tawdry and of minimal interest. Frankly, they were indistinguishable in the band of seedy blocks south of Market and north of Walnut, east of City Hall. Interestingly, I recall my own skepticism when the Planning Commission predicted creation of an "entertainment" zone in the area responding to the new convention center and hotels. It's happening! Not by accident. In a breathtaking move, developer/impresario Tony Goldman, of South Beach Miami and SoHo fame, brought his tried and true approach to Philadelphia. Targeting this unlikely zone, Goldman apparently recognized the intrinsic locational value, great architecture -- albeit totally mucked up -- and good real estate values. Using historic preservation tax credits and tax increment financing (TIF) approved by City Council, Goldman Properties (GP) is delivering a total transformation.
Start with Trust at 13th and Sansom, a chi-chi watering spot and restaurant as notable for its great design as for its food. Grasping the current-day fascination with all things retro, Goldman restored the '50s era stainless steel "cladding" (very suggestive of fins) on an older brick building. Inside, his designers freely interpreted and played with '50s design elements resulting in a fun, very hip gathering spot. It appears to be holding its own after a "big start" and is certainly on this boy's favorite watering hole list. Equally interesting is the restoration of the marvelous art deco structures just north, between Sansom and Chestnut. Previously indistinguishable, plastered with signage and in ill-repair, these structures now lend an air of design sophistication totally lacking before. In addition to removing signage and restoring windows and building details, GP has reconfigured the storefronts and entrances to play up the deco "style" and to provide access to previously unused second and third floors that are now outfitted as commercial/live-work spaces. Roughly 30 apartment units have been created so far in these buildings targeted for the "creative class" consumer, says Craig Grossman, GP's Philadelphia project director. No longer setting the standard for low rent, units such as those in the six-story 1307 Sansom Street are full-floor lofts with higher-end appliances, cabinetry and key-operated elevators providing "front door" service. Rentals have been brisk and rental rates have met or exceeded expectations, says Grossman. Most intriguing to me when this scheme was unveiled two years ago was GP's proposal to "in-fill" in this densely developed area by constructing several new buildings -- the idea being to increase the "critical mass" of residents and activity in order to make the area more lively. Given the cost of new in-fill development, and the aversion of all but the urban cognoscenti to density, I figured that I wouldn't live to see the day. Wrong. On the southwest corner of 13th and Sansom, an unsalvageable building has just been cleared and will see the first new construction. The plan is quite creative; the new structure will be "fused" with the adjacent neo-classical structure to the south, and will contain storefronts and lofts above. The new five-story structure will house a code-compliant fire escape, elevator and other critical infrastructure such as electrical and HVAC for the "fused" complex, unlocking the development potential of the adjacent structure. It will also contain four new apartments and a storefront. According to Grossman, additional new construction will occur as the market permits. Most likely is the intrusive surface parking lot just to the north of the old Philadelphia Club. Though the program for this new structure isn't set, filling the "gap" in this block would be a key improvement to the area. I believe that one of the greatest aspects of this project is that it confirms the urbanity of the area. GP is a firm experienced in revitalizing URBAN PLACES and assumes that its tenants are seeking an urban experience. GP isn't pandering to suburban tastes, isn't providing parking for the CAR-CROWD who can't give up their auto-umbilical-cord to the 'burbs. GP is demonstrating that the way to draw high quality tenants is to provide a uniquely urban experience that builds on the intrinsic values of urban life: diversity, density, sense of place, and centrality. I hope that this success is noted and emulated by city officials and developers alike. Collectively, we need to applaud their moxie and support their product. Naturally, it took a New York developer to see the value in these forgotten blocks and to do real urban development. Please sir, may we have some more?? Patrick M. Starr is the Vice President of the Pennsylvania Environmental Council and a resident of Washington Square West. 
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