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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