12South’s growth needs a jolt from something more than java

Nashville City Paper
William Williams
February 26, 2008

It is past time for 12South. Born in concept in 1999, the funky commercial district offers green tea, trendy clothing, Persian rugs, Celtic drums, Italian cheeses and Mexican popsicles. But despite its hip vibe, 12South has lacked swagger. Failed to find its full momentum.

Stalled a bit as recently reinvented districts such as Edgehill Village, Five Points, and Riverside Village have hijacked some spice from its Mafiaoza’s pizza sauce. The reason? 12South is linear and its seven-block stretch has excessive empty lots that are unsightly and dissuade walkers. Additional infill is critical so the three-story 12th South Station should loom large — physically and symbolically. Also of note, project architect DA|AD will give the building a contemporary design the district needs.

True, Graymont Group LLC’s 2222 Building, designed by Quirk Designs and anchoring the strip’s northern fringe, represents the first new construction since 12South was renamed. Although both Quirk and Graymont are respected boutique companies that sincerely believe in urban Nashville, 2222 was designed in a traditional manner, not ideal for a commercial enclave that is inviting, in part, due to its quirky assortment of building ages/styles.

What 12South needs is a jolt far greater than delivered by a caffeineladed Portland Brew or Frothy Monkey iced coffee. A prominent, eye-catching and mixed-use 12th South Station will provide that pop. The project’s $7 million price tag alone likely represents the singlegreatest post-2000 private investment in the district.

Carl Storey, the straight-talking BSMP pro, hopes the building’s retail and office tenants will add some “vibrant activity during the day” the district needs. Committed to 12South, both the developer and Carter Group (the project’s general contractor) will move their offices into the 28,000-square-foot building. But can Baker Storey McDonald, best known for suburban development, nail an urban project?
Certainly.

Though BSMP’s recently opened 2020 Building at West End and 21st avenues (visualize the former Fuddruckers site) is anything but “design edgy” (its prototypical roofline forms and overly large signage are ubiquitous to suburban strip centers), the building is sturdily constructed, offers visually understated parking and strongly defines the street. As an advisor, Storey was a contributor to the success of Hill Realty’s urban Harris Teeter project. Perhaps most noteworthy, BSMP has enlisted the upstart and adventurous DA|AD, whose “cool factor” would spur Foo Fighters fans to take note.

Locals will lament the closing of 12South Tap Room, its building to be demolished for the development. But saying “bye-bye” to the hideous chain-linked-fence-enclosed Middle Tennessee Roofing Co. property will help offset that loss.
Storey is optimistic the “free market flow of capital and ideas” will motivate owners of 12South’s remaining empty lots to consider selling to allow for redevelopment. He credits city officials and the district’s residents and business owners for creating a vision. Momentum looms. “This carefully laid foundation,” Storey says, “helps give developers and landowners a roadmap to navigate by.” 12th South Station is next on that map.