by hilary johnson hilary_a_johnson@yahoo.com
Jacksonville has just become a lot more fashionable. Phase two of the St. Johns Town Center is open for business, bringing with it such high-end designers as Louis Vuitton, Betsy Johnson and Juicy Couture just to name a few. But the list doesn’t end there. The entirety of the new section is introducing a new level of upscale shopping that Jacksonville has never before seen.
So what does Jacksonville do with all this new elitism? Well, they shop. On the first day of the opening people came out in hordes, albeit confused and somewhat bewildered hordes. An air of awe and excitement was stifled by serious, nonchalant faces and attitudes. Sure, Jacksonville has never seen the likes, but it’s no big deal to us! And that kind of attitude is exactly what these stores require.
Until now, you couldn’t possibly find this level of name brand designers in boutiques or department stores around town. But now these places are lined up in a convenient, well-groomed row, and there is something different about walking into one of these stores. Such decisiveness shows purpose among Jacksonville residents that we truly are worthy and are willing to spend our hard earned money on a luxury handbag.
People want to seem at ease in this new environment. Although it is clearly new and very exciting, it wouldn’t be proper to display such attitudes. But when there is no easily marked entrance to the new section, when drivers are busy staring out the window while trying to navigate through the crowds and stores, that desired ease is not exactly displayed.
It will probably take a few months for people to grow accustomed to the new section of the Town Center. But soon they’ll learn where their favorite stores are located, where the best parking is and how to find their way there without getting lost en route. So, it is appropriate the Town Center is not having its official Grand Opening until a few weeks after unlocking the stores’ front doors.
On November 10th, the St. Johns Town Center will hold their First Annual Official Tree Lighting Ceremony in true Florida fashion- by lighting a palm tree. Or rather, a set of five palm trees connected at their base, purchased from a lawn in South Florida and shipped to Jacksonville as the centerpiece for a whole new level of wealth and fashion.
The celebration will last from 5 pm to 8 pm. There will be stage and street performances, an appearance by Santa Claus, and carolers will roam the manicured sidewalks. There will also be a lavish fireworks display to officially declare Jacksonville a city with high-end fashion. Voila! We have arrived.
But the entertainment doesn’t begin and end with the official grand opening. Even on the first day the stores were open to the public, and there was more entertainment provided for shoppers than just merely shopping. A live band was setting up in front of Bakers. One store was passing out free flowers. Metropark had a live DJ spinning just inside the store’s front. There was even a life-sized chess set located at the end of the center next to the main palms. Two Bishop Kenny students were already down there, putting the pieces to life.
“I’m still looking for LaCoste,” said Conner Seth, holding up an oversized pawn into the air. “Have you seen it?”
Matt Niles, his friend and chess mate, voiced his opinion on the new mall, saying, “It’s not as crowded as any other mall and it’s outdoors. It’s nice. And I like how it’s moved upscale, too.” He also wanted everyone to know that he was winning the chess game, pointing to his pile of oversized chess pieces stacked against the bench behind him.
Two new restaurants will even be ready for the public by the time of the Grand Opening. Mitchell’s Fish Market, which boasts fresh fish brought in daily, and The Capital Grille can both be found at the end of the Town Center by the palm tree, surrounded by waterfalls and a luscious rose garden.
There really is something for everyone at the St. Johns Town Center, from food options to store choices, to extracurricular activities. Even free wireless Internet is available throughout the entire mall, offered by Simon Properties.
It’s obvious upon first glance that in the making of the new, upscale Jacksonville there was no expense spared, a favor these high-end shops are likely to expect in return.
For a full list of all the stores opening at the Town Center, please visit EU’s website at eujacksonville.com.
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