Complex Makeover

The developer behind Philly Live! revealed its plans last week to the City Planning Commission.

'A lot of people don't know this - it's open 300 days a year and there's something going on at one of these venues over 300 days a year. When you talk to prospective tenants about that, their eyes just bug out of their heads because there just aren't opportunities like this anywhere else in the country.' Gary Block, vice president of The Cordish Co., on the sports complex

Comcast-Spectacor Chairman Ed Snider had already envisioned further developments to the sports complex 15 years ago when he created The master plan for what would become the Wachovia Center in 1996. The concept passed by City Council two years earlier, included possible phases of development to come following the completion of the new home of the Flyers and Sixers.

In '94, Snider said, "The potential exists for a truly exciting and unique entertainment complex like no other in the country." That vision is starting to become reality as The Cordish Co., which is partners with Comcast-Spectacor for the proposed Philly Live! entertainment district, presented its plan July 21 to the Planning Commission for informational purposes only, which is policy for major projects, Alan Greenberger, deputy mayor and the commission's executive director, said.

"The public and commission have a chance to see it and digest it," he said. "Some thinking time is necessary."

The next step is to get the plan on the commission's agenda for a vote, Gary Block, Cordish's vice president, said.

"If all goes well, they'll give us the green light to go to the planning commission for a final vote." he added.

Philly Live!, a $100 million, 350.000- square-foot project, will encompass restaurants, retail and entertainment. It will span from the Wachovia Center through the site where the Spectrum now sits, as well as lots G and H in front of the Center to the third-base gate of Citizens Bank Park. The groundbreaking is scheduled for sometime after the building's last event - an Oct. 30 Pearl Jam concert - and Cordish, which joined forces with Comcast-Spectacor two years ago, is hoping it will be within the first few months of 2010, Block said. The project could be completed as early as 2011, as it will take 12 to 18 months with the 300-room hotel taking an additional six months, he said.

"Mr. Snider really had this vision back in "94," Block said. "He didn't have an exact vision, which was obviously to put up the stadium and then from there he wanted the amenities, so people could come and spend time there other than for the games."

While the exact breakdown of Philly Live! has not been determined, it will house an assortment of restaurants with outdoor seating, a hotel along Pattison Avenue and possibly a spa or health club. Typically, Baltimore-based Cordish's Live! projects, which have launched in its hometown of Louisville, Ky., as well as Kansas City, Mo., breakdown to 60 percent restaurant/entertainment and 40 percent retail. Block said.

"The retail that we're expecting to have is not going to be your standard Gaps and Old Navys like a mall-type," he said during the meeting. "We're really going after some very unique style retailers."

A roofed-in area will be two levels where mixers, get-togethers and concerts can be held year-round since the area can be cooled and heated, Block said.

"It's really a spectacular place that you would be able to come and actually hang out before the game and hang out after the game," he said to the commission.

Even with construction taking over two lots, there will still be a surplus of parking, Block said at the meeting. About 4,500 spaces are required and there will still be 5,300 after the project.

This could be the first phase of development, as the master plan approved by Council allotted additional lots for further development. Block said, which could mean an expansion of Philly Live! along 11th Street connecting it to Lincoln Financial Field.

Philadelphia's sports complex is unique already. Not only does the city have professional teams for all four major sports, but they are centrally located in one area, which keeps fans coming to the stadiums the majority of the year.

"A lot of people don't know this - it's open 300 days a year and there's something going on at one of these venues over 300 days a year," Block said. "When you talk to prospective tenants about that, their eyes just bug out of their heads because there just aren't opportunities like this anywhere else in the country. 

Hoping for local establishments to fill out the development, Caroline Rossy, of 16th and Pollock streets, thinks the project will be a hit.

"It will bring more people to the area and make it lively with more people coming for more than just sports," she said.

Cordish has focused on connecting the homes of the Eagles, Phillies, Flyers and Sixers, since the development is in the midst of the sports complex.

"It's an island we're designing here, so really some of the challenges have been how do we address street fronts that we have along Pattison out to 11th Street and out to Broad Street and through the center of development?," architect Megan DiNicola said at the meeting. "Also, how do we create a district that's unique and has an attractive and has visual interest while still retaining the sense of scale within all these stadiums?"

In addition to linking the three arenas, signs and landscaping will guide people from the nearby SEPTA station to the unified complex "to really create an interesting place to start your experience and your visit to the project," DiNicola said.

Cordish has not only been in contact with the front offices of the Eagles and Phillies, but has met with community members representing groups such as the Sports Complex Special Services District, which formed in 2003. All parties are excited about what is scheduled to come, Block said.

Debbie Frommer, who can see the Spectrum from her front door, can't imagine who in the neighborhood wouldn't want this amenity in their backyard - and she can't wait for construction to begin.

"I'm looking forward to even just watching it from the door," the resident of 10th and Bigler streets said.

Cordish expects a crowd ranging from loyal fans to tourists. Block said.

"It's going to be a huge addition for South Philly," he said. "We intend for this project to become an icon for South Philly to take the sports complex from a sea of parking to an attraction people have to see when they come to the city of Philadelphia."