From the ground up (city planning)

Bradenton.com ^ | 21 November 2004 | Dana Sanchez

[Lorianne]

SEASIDE - On a 15-mile stretch of highway called 30A, a debate on neighborhood design has thrived for 25 years.

The conversation started with the development of Seaside, an experiment in new urbanism. Seaside was conceived as a reaction to sprawl and, since development began in 1981, it has become famous for its architecture, common spaces and accessibility to pedestrians, according to an article in New Urban News.

The St. Joe Co. and other developers in the area were influenced by Seaside because of its success in bringing residents into community with each other.

Featured in the 1998 film "The Truman Show," starring Jim Carrey, Seaside was portrayed as a place of almost scary perfection.

The real Seaside is marked by front porches, Cracker-style architecture and common walking areas, making it a bustling place, even in the 90-degree haze of a summer afternoon.

St. Joe recognized a challenge inherent in the landmark Seaside development. Using the environment and a concept called place-making, St. Joe tried to compete.

"This is where the country's debate on how we are going to live takes place," said Jerry Ray, senior vice president at The St. Joe Co. "Seaside influenced us and everyone else who was paying attention. We've tried to lift it to the next level."

Communities such as Grayton, Sea Grove, Sea Crest and Rosemary Beach have mushroomed between Destin and Panama City since Seaside was built. St. Joe is one of the newer players in the area with the development of WaterColor and WaterSound Beach, two communities within five miles of each other on U.S. 30A.

The Jacksonville-based St. Joe markets itself as a steward of the environment, setting aside vast tracts of land for conservation and open spaces in its residential developments.

And, it turns out, people are willing to pay for space, Ray said.

Place-making, a sacredly held value at St. Joe, relies on architectural planning consistent with the communities in which it builds.

Residents at WaterColor, one of St. Joe's most mature communities, are permitted to plant only native species in their yards. The only grass allowed is in public parks - private lawns are prohibited in the interest of conserving water. Lakefront homes cannot be seen from the lake, enhancing the ambiance for boaters and walkers.

"We respect the natural and human history, local craft, and civic infrastructure," Ray said. "Local materials and vegetation are all included in the concept of place-making."

Attention to detail is what the market wants, Ray said.

Katherine Ziewitz, co-author of "Green Empire: The St. Joe Company and the Remaking of Florida's Panhandle," agrees that St. Joe has found a niche market.

"Most of the things you see them doing, it's to satisfy the picky consumer who wants a sense of place," Ziewitz said.

Tremendous demand for real estate is St. Joe's justification for building two developments within five miles of each other on 30A.

"This is a proven market," Ray said. "It's a place where people want to come."