Jacksonville’s Downtown Development Review Board gave Fleet Landing approval to flesh out its plan for a senior living facility in Brooklyn.

JACKSONVILLE, Fla. — Fleet Landing has made it clear they’re looking for space for a demographic that needs it – seniors.

Fleet Landing initially looked at the Southbank at the DCPS HQ, but that deal didn’t happen so they’ve set their sights on the old Haskell building on Riverside Avenue in Brooklyn.

On Thursday, Jacksonville’s Downtown Development Review Board (DDRB) approved a conceptual design for a 32-story senior living tower on the Northbank.

The plan prompted a central debate at the meeting about whether adding hundreds of seniors to Brooklyn will be a benefit for the businesses right nearby

“We’ve been a staple in the community for a long time, so it’s actually a great thing to see the growth in the community,” said Hollywood Cuts Owner Kofi Rashid.

Rashid brought Hollywood Cuts to Brooklyn six years ago, and says he has generally welcomed the additions to the neighborhood to bring more clients his way.

With that said, a 32-story senior living facility right across Riverside Avenue isn’t exactly what he envisioned.

“We need to capitalize on a lot more family friendly entertainment other than parks, drive more dollars to the community,” said Rashid. 

He expressed his concern the demographic won’t be a major boost for his business or some of the ones around to the DDRB.

Several members acknowledged where he’s coming from, but see it differently.

“Active seasoned adults will contribute to downtown’s vibrancy to the Brooklyn neighborhood,” said DDRB Chair Linzee Ott.

“There’s a bunch of parks out here. If I could visit my parents and take my kids to the park, what a wonderful opportunity,” said DDRB Member Joana Berling. 

The board approved a conceptual design so Fleet Landing could flesh the plans out some more.

That may not be the only new tower coming to the riverfront, as Baptist Health presented its plan for a 15-story hotel next to the hospital on the Southbank.


“We really think it’s maybe a third would be probably a stretch for our patients,” said a spokesperson with Baptist Health. “Two thirds of this is more likely amenity to our visitors.”

The DDRB also voted to move that plan forward.

“I think there’s a quality hotel desert on the Southbank, so this is a great addition,” said DDRB Member Frederick Jones.

Fleet Landing representatives said they needed the conceptual design approval to get cracking on a more in-depth proposal, which they hope to have in about three months.

The Baptist hotel is farther long, but both projects will eventually need to reach city council for the final say.