THE RISE OF THE PLACE
The natural route for creating prime urban spaces the world over, is to deliver the basics and establish a sense of confidence in the area being“ worth it”. Once a strong level of belief in a place is established, the next level of crafting and shaping follows transforming the Third Place- neither work nor home but public open space.
What is the Third Place? The third place is neither home nor work, but a place where a range of people gather, share and interact. It’ s a place where you can hang out without having to pay to gain access or feel obliged to buy anything. It’ s a place where you sit on a bench and have coffee with a friend, or do a group yoga session with complete strangers. It is where you watch children run and hear music stirring. It’ s a place that allows you to“ feel” community no matter the diversity of interests and needs.
What do people want from the Third Place? Knowing what the third place looks and feels like and what people need from it is fundamental in ensuring it becomes their place, and in most cases its’ about watching and learning and asking what is required.
WHAT IS THE FLORIDA RD UIP?
The rejuvenation of Florida Rd began in 2013 thanks to the efforts of local property owners, businesses and community groups, who banded together to form the Florida Road Urban Improvement Precinct( UIP). A legislated and representative body, the UIP has motivated, lobbied and worked with the eThekwini Municipality to collectively manage public space in Florida Rd to grow and sustain property values, ensure business prosperity and create a high quality of life for all the area’ s users. More at www. floridaroaduip. co. za
Board members Alf Sudheim- 118 & 124 Florida Laurence Dinsdale- Dropkick Murphys Marco Santoniccolo- Spiga d‘ Oro Michael Holland – The Next Chapter Nadeem Shahid- Urban Lime Pat Brown – Community stakeholder Ross Roger- Olive Tree Church Wayne Stainforth- Western Star
As one of the people who slogged away trying to get buy-in for the idea of a UIP, I would like to thank the City, individuals and companies who committed to Florida Rd and its future. Gone are the days of no belief in the road. Now, with the sustained and measurable successes of the UIP pulling the Florida Rd community together, we are taking the next bold step, again with collective city / private sector guidance to create a cross-design, crosscultural, cross-sector Florida Rd that will stand as a Durban and South African icon. It is incredibly exciting and I for one am ready to get going!”
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WAYNE STAINFORTH – PROPERTY OWNER, INVESTOR AND CHAIRMAN OF THE FLORIDA RD UIP
Over the three and a half years of
UIP operations we have managed to resolve Florida Rd’ s hygienic factors, most of which could not have been achieved without the municipal relationships we have built up over the years. Tackling crime and grime, a sidewalk monitoring system, dedicated Metro Police services and the all-important speed humps, have restored a sense of care, calm and confidence on the road, enough confidence to allow us to activate a Florida Rd that stands as a Durban icon.”
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JARROD EVANS – FLORIDA RD UIP PRECINCT MANAGER
What About Florida Rd’ s Third Place? Since the inception of the Florida Rd UIP, the role of the public realm and public open space has been central to the work undertaken by the UIP and the City. Having spent over 2 years creating a Florida Rd that is“ worth it”, the focus shifted, with the past 18 months spent trying to determine the nature of Florida Rd’ s future, and what its’ stakeholders wish to see through the brand DNA program – see page 5, and what must be done to influence the development of its public realm through an urban development program and related implementation plan – see page 9.
How will Florida Rd’ s Third Place be created? The Florida Rd vision of the future and the development approach by the UIP team, place-making committee and private sector collaborators is centrally connected to the City development imperatives.
Its ability to provide a space for the coming together of culture, styles, ages and demographics is testament to the very nature of this unique place and a reminder that it should be nurtured and grown within the Durban mix.
Florida Rd has the capacity to open and connect communities and entrepreneurs from across the corners of the City, allowing platforms to do business, play and prosper. Careful consideration around stakeholder needs will lead to detailed implementation plans to enable Florida Rd to develop and directly support the City’ s vision of being“ The most liveable City in Africa” not by 2030 but right now! More on these plans on page 9.
The City’ s role in the Florida Rd turn-around began with the legislation governing the UIP structure, extended to the support of operational services to the UIP and is currently in action through the development framework plan and its future implementation.
EXPERIENCE OF PLACE
Place- Making Marketing
Social Investment & Environment
Cleaning, Greening & Maintenance
Safety & Security
Municipal Partnership, Infrastructure & Service Delivery
UIP Non Profit Company Corporate Governance, Finance & Reporting
INVESTOR CONFIDENCE
Florida Road is a key leisure destination within central Durban both for tourists and local citizens and its success is hugely important to the economy of the“ old City” the beachfront, CBD and Berea, particularly in the context of the northward development of the City. The Florida Rd brand DNA process has been important in bringing a range of roads users – residents, businesses and customers into a discussion about the road and how we collectively would like to see it develop as the special social and economic place that it is. This developing partnership between the Municipality, the UIP and business / property owners is not only a vital ingredient for the successful activation of the positive and forward looking engagements that have taken place for Florida Rd, but for a broader partnership approach to the management of our urban environments.”
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GARY CULLEN – ETHEKWINI MUNICIPALITY ECONOMIC DEVELOPMENT UNIT( EDU)
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