Two new articles have been posted recently about Overton Square; one from the Commercial Appeal containing updates on the programming that will enhance the arts & entertainment district, the other from the Daily News giving a general update on the project’s status.
Tom Bailey reports on Anna Holtzclaw, the Overton Square Promotional Director, and her presentation to the Memphis Chapter of PRSA (Public Relations Society of America) this past Wednesday.
Loeb Properties figures it’s going to take more than a new parking garage and renovated buildings to make Overton Square a success after construction is complete in the third quarter of 2013.
Success requires the square to be different, Anna Holtzclaw told the local chapter of the Public Relations Society of America on Wednesday. She’s Loeb’s promotional director for Overton Square.
Staking out an “arts district” theme on the retail and dining space goes only so far in distinguishing the place. After all, Memphis has a bunch of arts districts.
In branding the redeveloped Overton Square, Loeb aspires to inject art and even a little theater in the common occurrences of shopping and dining, Holtzclaw said.
Sarah Baker of the Daily News caught up with Loeb Properties president Bob Loeb, to get an update on the overall Overton Square redvelopment. Bob discussed the vacant buildings on the north side of Madison, and the goal of leasing them completely by the end of 2012. The first lease in this area was announced several weeks ago, as Local Gastropub is taking over the former Yosemite Sam’s building at 2126 Madison.
They discussed the new Overton Square logo (above):
With Overton Square’s physical changes comes a new logo from Red Deluxe Brand Development. The design features a royal purple speech bubble with the words “Overton Square – Memphis – ” pointing to the words, “Be there.”
“A logo can communicate an emotion and a vibe and a feel that you can build on,” said Stinson Liles, partner with Red Deluxe. “Overton Square is going to be a pretty exciting place and a pretty active place where lots of stuff is always going on because the way they’re planning to program it.”
MEMPHIS, TN (April 30, 2012) – Local Gastropub, a popular downtown restaurant and bar, will open its second location in Overton Square. Following the recent Chiwawa lease at the old Chicago Pizza Factory, Local is the next to lease a spot in the commercial redevelopment of Midtown’s historic arts and entertainment district.
Local Gastropub will open in the former Yosemite Sam’s at 2126 Madison Ave., at the northwest corner of Madison and Cooper. The 100-year-old, 5,826 square foot, two-story building housed Yosemite’s Sam’s for 39 years. “It’s always been one of the gateways to Overton Square and that will continue with Local,” said Aaron Petree, vice president of leasing for Loeb Properties. Petree represented Loeb in the lease negotiations.
“We are excited to be part of this exciting vision for Overton Square,’’ Local Gastropub owner Jeff Johnson said. “Downtown is a destination and Overton Square will be, too. I’m glad to be there from the beginning.” Local Gastropub, now located at 91 South Main Street, will be replicated in Overton Square, featuring upscale food in a casual, pub-like setting.
The Overton Square site for Local Gastropub has undergone “significant renovation,” according to Tom Hayes, vice-president of construction for Loeb Properties. “The building had major structural problems when we purchased it, and we knew going in that the rehab would cost as much as the purchase price. My working concept has been a ‘rebirth’ because the building was at the end of its functional life, but it had good bones and given its history, it was worth saving,” he said.
Matt Prince, senior vice-president of Loeb Properties, said the contract with Local Gastropub is the “first step in an effort that will not only revive Overton Square but surpass our memories of it.” Loeb Properties will invest about $20 million to revive the arts & entertainment district and Overton Square’s footprint to about 115,000 square feet, including the redesign of existing buildings and construction of new buildings.
Local is an important and symbolic tenant for Overton Square, said Prince, because “it’s a local company with local ownership and that was, and will continue to be, an important part of the district’s personality and vibe.” He said Loeb Properties is encouraged by the enthusiasm and the interest of retailers and restaurateurs in leasing opportunities in Overton Square.
“We see Overton Square as the linchpin between Overton Park and Midtown, capitalizing on the hundreds of thousands of people drawn there by Playhouse on the Square,’’ said Prince. “With the relocation of Hattiloo Theater to the Overton Square arts & entertainment district, the number of theater-goers will only grow,” said Prince.
Loeb Properties owns and manages a portfolio of more than two million square feet of retail, office, multifamily and industrial properties in Tennessee and Mississippi, and is the largest developer in the Midtown area.
Partner with Loeb Properties in the impending Overton Square redevelopment, Hattiloo Theatre has named archimania as architect for their new building at Cooper and Monroe.
The six-year-old black repertory theater has outgrown its current playhouse on Marshall, and plans a one-story, 10,000 square foot theater with a $2.5 million budget. Commercial Appeal has the story…
Bandele has charged archimania to create a building that:
Commands a street presence befitting a building that is not just a theater, but the only freestanding black repertory theater in a six-state region;
Knits together the races — flexible seating will be configured so audience members see each other;
Has a timeless style that endures and is formal enough that theatergoers will want to dress up;
Has spaces in the lobby and outside that can be rented for functions such as meetings and weddings.
(Archimania’s Barry Alan Yoakum (left) and Todd Walker (right) are planning a bold look for Ekundayo Bandele’s Hattiloo Theatre in Overton Square. photo by Jim Weber for the Commercial Appeal)
We are excited to be a partner with Hattiloo Theatre and their vision for Overton Square!
Continuing with our “5 Things” series regarding Overton Square’s revival & redevelopment (see: Jackie Nichols of Playhouse on the Square and June West of Memphis Heritage), we approached Mayor A C Wharton, Jr. and asked for his thoughts on “5 Reasons Overton Square is Important to Memphis.”
1. Overton Square is the literal and figurative heart of our city, where so many great Memphis neighborhoods intersect. Its rebirth will have a tremendously positive impact on Tucker-Jefferson, East End, Evergreen, Central Gardens, Idlewild, Lenox, Cooper-Young, and all of Midtown.
2. Mention “Overton Square” to pretty much any Memphian of any age, and they will have a memory or a story for you: seeing Billy Joel at Lafayette’s Music Room, enjoying a cup of coffee at Burkle’s Bakery, celebrating an anniversary at Paulette’s, spending a long summer evening on the patio at Boscos Squared, or being one of the first people in Memphis to see a new independent film at Studio on the Square. The future of Overton Square is now brighter than ever, with new businesses and organizations getting ready to create indelible memories for a new generation of Memphis families.
3. The developments that will be taking place on what is now a parking lot give us the opportunity to do something truly exceptional in the way of creating a dense, vibrant, walkable district. We’re presented with a fabulous opportunity to set a new standard of excellence for urban design in our community, and Memphians have every reason to be excited about what will be coming.
4. Overton Square’s resurgence reflects the hard work, faith, excitement, and participation of so many terrific people and institutions coming together. Playhouse on the Square’s new performing arts complex is outstanding. Boscos Squared, Studio on the Square, YoLo and the many other businesses in the district are booming. Great new developments are happening on Broad Avenue to the east and all the way down the rest of Madison Avenue. With every passing week, more people are investing their time, talents, and resources in our city’s vibrant core, rediscovering the many opportunities and experiences that await them. The new phase of Overton Square is living proof of that momentum.
5. The strategic decision to make the arts such a prominent part of Overton Square’s identity is so fitting, not only because of the proximity of the theatres, but because individuality and self-expression are what Memphis is all about. Overton Square will be an area overflowing with live performances, music, and murals, constantly bubbling with the kind of creative energy that the arts produce. It will be a district of singular significance in a city that is directly responsible for so much of America’s culture.
I can’t wait to see what comes next for Overton Square, for Midtown, and for all of Memphis.
For another installment of our “5 Reasons” series (see: Jackie Nichols), we contacted June West, director of the private, nonprofit group Memphis Heritage, which is headquartered at Howard Hall, which is just east on Madison from Overton Square.
As a neighborhood stakeholder and Midtown enthusiast, we wanted to check in with June to ask her “Five Reasons Overton Square Revivial Will be Good for Midtown.”
1. There will be new vitality from the new retail and restaurants, bringing more people and more economic impact to Memphis.
2. The re-imagined Overton Square will give Memphians a true Heart of the Arts district, combining theater, music, and art galleries in the center of the city. There will be something enjoyable for everyone and I predict Overton Square will anchor one of the fastest growing and most popular neighborhoods in Midtown Memphis and will serve as the vital link between Broad Street, Overton Park and Cooper-Young. It’s a Midtowner’s dream.
3. Overton Square will bring new life block-by-block to one of Midtown’s most important neighborhoods. The natural ripple effect will be seen in property values. And who wouldn’t like that?
4. Overton Square’s new development will prove to naysayers, especially developers, that Memphians are drawn to historic neighborhoods that give them what they want: beautiful design, authenticity, and exciting quality to life.
5. My favorite reason: Hey, those old buildings aren’t so bad. Matter of fact, they’re great!
photo source (June, on-site at Overton Square, Jan. 2010).
We recently contacted Taylor Berger, owner of YoLo Frozen Yogurt & Gelato, for a brief Q&A about Overton Square.
His Overton Square location has become a quick favorite in Midtown, filling a niche for local dessert hangout with a comfortably modern vibe. The Memphis pioneer of the self-serve yogurt shop, YoLo is our tenant in three locations: Overton Square, ErinWay, and Park Place.
Loeb: What has been your experience as a store in Overton Square?
Taylor: We have ten stores over three states, and our Overton Square location is by far the most dynamic and profitable. Our customer base is loyal and diverse and extremely willing to try new things; our Overton Square location is our testing ground for new ideas and products.
Loeb: What do you think the impact of the plans for reviving Overton Square will be?
Taylor: It can only make things better for us. My vision is that Overton Square will become more than just a theater arts district. I envision it as a community center for Midtown and Memphis. I hope the development will entice businesses to open that serve customers all day long, not just for nightly entertainment. This would include yoga and other adult fitness users, and children’s activities such as dance, theater, martial arts, gymnastics, and rock-climbing walls. I worry that the current plan focuses too much on restaurants. While restaurants are vital, the fact is there are already almost a dozen in the area, and Cooper Young has another dozen less than a mile away with other restaurants. There is a saturation point.
Loeb:How has your business been since you opened?
Taylor: Our business started strong and has remained so.
Loeb:What would you tell other retailers who might be considering Overton Square?
Taylor: OS has the perfect mix – central, convenient location and historic charm. People live near it, and they like to go there because it feels good. If you build it, they will come.
Loeb:What do you think Overton Square will be like in 5 years?
Taylor: I hope it becomes the beating heart of Memphis, a gathering spot for all of the city, radiating out to the rest so that Memphis can become the type of destination city it deserves to be.
Thanks so much, Taylor, for your insightful answers and for the contribution YoLo is already making at Overton Square.
We recently approached Jackie Nichols, Executive Director of Playhouse on the Square, Memphis’ professional actors theater based in Overton Square, and asked him to share his “Top 5 Reasons that Overton Square is the Perfect Theater District.”
Here’s what he came up with:
1. Great restaurants in walking distance to the theatre. Park once.
2. Centrally located for those living out east or downtown.
3. Midtown has a great history of new and exciting theatre created of, by, and for Memphians.
4. Other great cultural opportunities surrounding the Theatre District, such as the Brooks, Levitt Shell, the Zoo, Memphis College of Art…
5. Safe, well-lit parking; this will be even better after the new garage is built.
One of Loeb Properties’ emphases (as well as some of our favorite work) is to rehab old buildings.
Loeb purchased 2126 Madison, the former Yosemite Sam’s building, last fall. Construction quickly commenced, and lease negotiations with a restauranteur are currently underway.
The building has its 100th birthday this year, having been constructed in 1912.
Tom Hayes, VP Construction, has some insights into the building’s structure and history:
From a location standpoint, with this building being a corner post of Overton Square we had to have it. I would characterize the condition of the building when we bought it as “dilapidated.” The building had significant structural problems when we purchased it, and we knew going in that the rehab would cost as much as the purchase price. My working concept has been a “rebirth,” because the building was at the end of its life.
Historically, I know that the building has been many things. Downstairs, it was a drug store originally, and several other commercial uses over time. It was also rental housing of various types and arrangements for decades. At one time, there were four apartments in the building, each having a coal fireplace. Oddly, it seems that the second floor may have been replaced at some point–the original joist pockets that would’ve held up the actual second floor are empty and the existing floor is located about a foot lower. Very interesting. From the 1960s on, it seems to have mostly been a bar of some type, with Yosemite Sam’s operating there for the last 42 years.
This building has good bones. It has a nice stature and was well-crafted originally. It has basic but pleasing design features on the exterior that have stood the test of time. Notwithstanding the structural repairs and having to replace the entire storefront, the exterior has all the elements of good design. We will just put a bunch of “shinola” on what’s there, leaving the building looking polished and reborn.
The structural issues were a tremendous challenge. One of the main support columns had sunk 7”, an inbalance which was obvious on every floor. We had to jack the center section of the building upwards that same 7” and replace the entire column from the bottom of the basement to the roof. Other parts of the bottom floor were entirely removed down to the bare dirt, then we poured new foundations and started over. Removing nine full-size construction dumpsters of contents out of the building was not necessarily a challenge, but definitely quite a job.
Give me a couple more months and we’ll be ready for another 100 years.
Here is a shot of the building on June 3, 2011, before Loeb began construction work:
Here is the building on November 30, 2011, while the storefronts and windows were being replaced:
Here’s a shot of the building January 25, 2012. You can see the new paint color scheme in the bottom right-hand corner.
We look forward to seeing the completed renovation and watching the way a new generation will utilize this building.
Loeb Properties President, Bob Loeb, has been traveling the Memphis civic club speaking circuit this winter, sharing his Overton Square presentation (which can be viewed here). After speaking at several Rotary meetings around town, as well as Lambda Alpha International, Bob made a stop at the Downtown Memphis Rotary chapter meeting this week to speak again about Overton Square.
Memphis Daily News covered how Bob incorporated the tenets of Rotary to his vision for the development:
Among the first of Bob Loeb’s comments when he addressed the Memphis Rotary Club Tuesday, Jan. 10, was that when his firm finishes the redevelopment of Overton Square, the hope is to pass the Rotarian Four-Way Test.
For Rotary, the Four-Way Test is the cornerstone of all action that asks the following questions: Is it the truth? Is it fair to all concerned? Will it build goodwill and better friendships? And will it be beneficial to all concerned?
“Our goal will be to pass the test when we finish this development,” said the president of Loeb Properties Inc. “It’s been a labor of love and we think that 2012 is going to be a lot more exciting than 2011.”
The Memphis Flyer‘s City Beat Blog covered the luncheon speech as well, noting Bob’s vision of the reborn Overton Square being more family-friendly than its famously wild ’70s-era past.
“We’re not bringing Billy Joel back,” Loeb told the Memphis Rotary Club Tuesday. “Our plans are relatively modest. We’re rehabbers. We love old buildings.”
He gave an overview of the project that managed to whet appetites for a revived Overton Square while tamping down expectations a bit. The space, he noted, is “not that big” but the project seems bigger and more expensive — pushing $20 million — because of the partnership with the city on a floodwater detention basin and parking garage. Developers believe $4 a gallon gas will lead to inward migration and a more vibrant Midtown.
In addition to Overton Square, the blog post also discusses the nearby Sears Crosstown project.
Memphis Mayor AC Wharton discussed Overton Square recently at a Kiwanis Club meeting; Andy Ashby writes about it on the Memphis Business Journal blog:
Wharton also defended the city’s recent decision to invest $16.5 million in a parking garage and water detention basin in Overton Square. Some have criticized him for focusing on some parts of the city while neglecting others. He repeated something he told a Cooper-Young resident who challenged him on the Overton Square deal.
“All these areas of the city are my children,” he said. “I love all my children. I’m not going to pit Overton Square against Cooper-Young, Cooper-Young against Beale Street, Beale Street against Germantown Parkway. The secret is that if one prospers, they all prosper. When you see the grand plan we have to pull all of those areas together, you will see that we don’t have to shun one part of town to develop another part of town.”
At the aforementioned Rotary meeting, Bob Loeb discussed this idea of Overton Square and its programming bringing something different to the table…not poaching on what Beale Street or Cooper-Young are about, but filling its own niche for Memphis.
