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It was a great example of a non niched shopping district. Very few shared clientele, no cooperation between the merchants, and a piecemeal approach to marketing.
Looking south down Park Street during the 1930s.
Take a look at a sample list of the businesses and their demographic appeal:
Edge City: Young hip women and punk rock fashionistas.
River City Playhouse: A mostly older, alternative theater following: Largely gay or related to the participant of the casts.
Riverside Gowns: An older 50's era female clientele
Peterson's Five and Dime: An anachronistic curio shop of cheaply made thingamabobs. Mostly older women buying silk flowers and their grandchildren rooting through the plastic penny toys.
The Riverside Wine Shop: Older Wine and fine liquor enthusiasts. Often these people would be barricaded into the shop and observe the rabble from inside
Foam City: A shop that provided foam for the production of furniture cushioning. Furniture makers.
Bridger's Displays: A shop that sold to window decorators and event planners: Mostly middle aged women and department store professionals.
Owen's Pharmacy: People who need prescriptions filled.
Even a cursory at the stores and their clientele shows that they shared very few customers in common, and that each customer was likely to have taken the trip to the shopping district for the purpose of going to one shop only.
Perhaps the most universal of the shops would have been the Wine Shop and Owen's Pharmacy.
The neighborhood itself had a fair set of seemingly insurmountable problems.
This created an enormous amount of competition amongst the merchant's for parking spaces. If another shops customers were taking their sweet time inside the shop, then that meant that your own customer would never be able to park in the district. And since the shops had very few customers in common, it wasn't likely that the other shops customer was going to come and spend money in any other business.
This naturally led to parking enforcement wars, with the result that the merchants did not work together and the ultimate victims were naturally the customers who then had to deal with parking enforcement jerks.
The neighborhood went into a long decay, rents lowered until they were cheap enough for small startup businesses to succeed. Finally the district was only 50- 60 percent occupied and the surrounding neighborhood was similarly vacant.
But using a Niching Strategy the neighborhood re-branded and became the "Bohemian District", drawing in that niche clientele from all over. Customers are drawn to five points, not only from all over the city, but all over North Florida and the surrounding small towns in Georgia.
Compare the establishments of the area at the height of its Niche Strategy:
Edge City: Young hip women and punk rock fashionistas.
Hypnotique: Young hip women and punk rock fashionistas.
Fuel: Young Hipsters, gay and lesbian clientele, and punk rock musicians.
Rainbows and Stars: Young Hipsters, gay and lesbian clientele
The Theory Shop: Young Hipsters, gay and lesbian clientele, and alternative music fans.
Now Hear This! Young Hipsters, gay and lesbian clientele, and alternative music fans.
Club Five: Young Hipsters, gay and lesbian clientele, and alternative music fans.
Starlight Cafe: Aging Hipsters, and alternative music fans.
Nicotine: Hipsters, Smokers, and alternative culture fans.
Square: Young Hipsters, gay and lesbian clientele.
With the Niche Strategy, most of the customers were shared. This allowed the shops to create group promotions and share in marketing budgets. Even when the stores advertise separately, they tend to be grouped in the same publication. All of the stores heavily promote the idea of The District, and this branding is reinforced in the media coverage arising from the types of district events that are covered.
Anyone who tends to be bohemian or alternative in their tastes knows that Five Points will provide a large offering of products services and like minded people. Since the beginning of the Niche Strategy, this demographic has flocked to the area gradually improving and investing in the district until it became one of the highest lease rates in the city.
How did this happen?
In the early 90s, a group of young merchants and business owners got together and created the five points bohemian district.
Those original businesses regrouped from separate locations all around the city and converged on the little area. Most of them were friends or acquaintances before they got there.
(Although not terrible cogent to the process, here is a list of the alpha group:
Club Five, Edge City, Clean Fun, Kentucky Leatherworks, Repeat Performances, La Di Da, Midnight Sun, Now Hear This! Einstein's Theory Shop, Adcock's Costume Shop, Heartwork's Cafe, Big Shiny Shoes, Fusion Cafe, and Oppenheimer's Kit Kat Club.)
They were joined by an independent arts event group called City of Expression, which did not have a storefront, but which cooperated with the new merchants to create a series of Imprinting events and promotions.
The merchants developed 'street teams' to take flyers and advertisements out to the suburbs of the beaches and Orange Park.
They were aided in this by the local media which covered the new openings and helped spread the meme of the area as an up and coming bohemian district.
All of this activity and groupwork was perceived as a threat by the older merchants who had pre-existing businesses in the district. These older merchants felt that the new clientele was destructive to both their own businesses and to the neighborhood and banded together to sabotage and interfere with their success.
Led by Flo Hyman, the merchants tried a number of harassment techniques and maneuvers designed to slow the spread of the idea of the neighborhood as a bohemian district.
While there were some early losses (Fusion Cafe and Oppenheimer's Kit Kat Club among them) the natural advantages of the new merchants (shared clientele, reduced marketing needs, consensus about events, etc.) were not shared by the older group.
They had little in common with each other, and were still just a collection of stand alone shops. They did not form a niche on their own, and were uninterested in forming a cooperative alliance with their customers.
In the end, they were unable to compete with the better and more naturally organized niche group of the bohemians, and within five years, the neighborhood was comprised almost entirely of shops that were compatible with the Niching Strategy.
Five Points is a dramatic example of the Niching Strategy's power and success.
Article by Stephen Dare
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sheclown
August 20, 2009, 07:07:15 AMIf Main Street ever picks up, parking is going to be a HUGE problem. There is barely enough parking now and it is mostly vacant.
thelakelander
August 20, 2009, 07:20:13 AMI think it will be at least a decade before parking on Main becomes a major problem. Right now, half of the parking on the street has been inaccessible for a few years. Once construction ends, you'll gain that back, plus on-street parking on every side street.
Long term parking issues can be settled by taking advantage of our alleys for smaller existing structures. As large infill projects come in, the market will demand them to include off-street parking solutions, similar to what the Chelsea Lofts and 1661 Riverside had to do in Five Points or even 3rd & Main in Springfield.
JeffreyS
August 20, 2009, 08:04:04 AMGreat article but I think you should have included a little more about how successful the area is now beyond the Niching.
b real
August 20, 2009, 09:24:24 AMInteresting article. I could see this same concept being successful in Murray Hill.
GideonGlib
August 20, 2009, 09:33:03 AMAs for main street, there are plenty of closed down car lots for surface parking that an enterprising land owner could turn into paid parking if the district ever takes off (think the lots in Little Five Points in Atlanta). I also think that as 5 Points moves beyond it's "Bohemian" niche into something a little more yuppie, as all of Riverside is becoming, that Main Street in Springfield could benefit tremendously from similar cooperative efforts of the merchants, and by similar businesses opening up. We are off to an ok start with The Pearl and Waffa & Mikes, Zombie Bikes, Burro Bags, Shantytown, Etc...
jbroadglide
August 20, 2009, 09:51:19 AMThe best entertainment in Five Points, is to sit in front of Owens Pharmacy and watch newbies and residents alike try to negotiate around that flashing light in the middle of the intersection. Folks who should stop, don't. Folks who don't need to stop, do. Watching them trying to figure out whether they really need to go around the light or can they just cut across.. Sometimes all five are trying to move at once..great entertainment.
BridgeTroll
August 20, 2009, 10:21:02 AMAdd a pedestrian and watch the hilarity ensue...
stephendare
August 20, 2009, 10:27:51 AMgreat points, gideon, and to be honest she clown, when Boomtown, Epicurean, 9th and Main and Eden were all running, on busy nights we tested the parking situation. With thousands of people between the three of us, and 1st through 4th a construction zone, it was fine.
Also thanks for bringing up the cluster in Springfield, its a perfect niching cluster, and would be a very strong start to build on as well as to cycle and imprint springfield.
jbroadglide
August 20, 2009, 10:34:19 AMOh yeah! Put a slow moving white hair into the mix and its worth every penny,,
stephendare
August 20, 2009, 11:04:48 AMI think its remarkable how powerful the niching strategy was for Five Points.
The backbone of the niche was 'bohemian', and even with the upscaling and gentrification it is still remaining alternative, albeit upscale.
Sushi, GLBT culture, and hard to find stuff combine with coffee, sushi and sushi pretty perfectly.
Even the other niche out there, Sushi and Hair salons are perfectly related.
heights unknown
August 20, 2009, 12:11:05 PMIt's real good that 5 Points has finally come of age, I guess, with success if we want to call it that. I can remember when 5 Points was ho hum, businesses changing like we change underwear, no success with the businesses that were there, and 5 Points was not a shopping destination for anyone, let alone the people who lived in Riverside, Avondale, Brooklyn, etc. Nice pictures y'all!
Heights Unknown
rjp2008
August 20, 2009, 05:36:07 PM"was a dumpy little shopping strip in a generally rundown and high crime area."
What has changed? To me, it still is. It's fine to have art-centric areas, clubs, venues, etc. but it just
looks too dirty, unkempt and old. Keep the variety/creativity but clean it up.
GatorShane
August 20, 2009, 05:37:32 PMWhile helping me move back into the neighborhood today, my father was amazed at the changes. He's an old conservative guy but said the neighborhood is really cool. He grew up in J,ville but hadnt been to Riverside in years. We rode through during lunch and there were people everywhere.
Dog Walker
August 20, 2009, 05:39:51 PMWatching the traffic at the Five Points light is always entertaining, except if you are in it! The patio at Hovan's is the best vantage point. A roundabout would be a perfect solution, but there probably isn't enough room for one. It is a constant amazement why there are not more accidents there, but it probably scares everybody into being more careful.
Dog Walker
August 20, 2009, 05:44:14 PMA really good start would be if the owner of Starlite would pressure wash his outside space (walk by and the smell will knock you down!) and pick up the mounds of cigarette butts that pile up in the planters. NOT a good neighbor.
vicupstate
August 20, 2009, 05:45:09 PM^^ While I haven't seen 5 Points in person in awhile, I would disagree with rjp2008.
A certain amount of grit adds character IMO. If it's too sterile and sanitized, it ends up looking like SJTC. Also rents tend to go up when that happens, which can price out certain retailers that give it a local flavor and context.
aaapolito
August 20, 2009, 07:42:01 PMI like 5-points, but I can't help but worry about the viability of the businesses. I frequently see space for rent, but I really hope that the area continues to do well.
A-Finnius
August 20, 2009, 09:03:01 PMGreat Article! Made me really excited about moving to the neighborhood in a few months.
stephendare
August 20, 2009, 09:08:00 PMThanks man. Five Points has always been near to my heart.
Jaxson
August 20, 2009, 09:34:23 PMI am still grateful to Stephen Dare for giving us Orange Park kids a place to go. When he opened the Fusion Cafe in Five Points, it gave us a place that was close to us for those times we did not want to go all the way out the the Beaches for a night at Einstein-a-Go-Go. There was briefly a place in OP called 'Cool Beans' but it never caught on like Fusion or Einsteins.
braeburn
August 20, 2009, 09:36:19 PMI hope the area doesn't become too "yuppie" ...
stephendare
August 20, 2009, 09:38:31 PMlol. It was a lot of fun Jaxson, wasnt it? Good times.
Jaxson
August 20, 2009, 09:39:35 PMYes. It was great fun. You were the host with the most : )
stephendare
August 20, 2009, 09:46:12 PMSteve Kennedy reads an essay about Pre Five Points punk kids before the musical set.
Narrated by Steve Kennedy, this clip is about the disaffection and alienation and sadness of punk rock girls in the 80s.
It is a part of the Real American Cabaret Series, written by Stephen Dare and performed in Jacksonville Florida.
The Real American Cabaret is a history of punk rock culture in the American South,
This clip features Mia Carlin singing the lead role in an ensemble that includes John Allen Harrett, Emily Geraci, Melissa Cox, Brennan Papke, and Felix Chang.
stephendare
August 20, 2009, 09:53:44 PMThis piece was first performed in the Second Episode of the Cabaret: Faye Wood, about the thing which ties together the 90 year old flapper who is the title character and all of the punk rock kids with whom she identifies.
In this clip, it is the closing song of the Third Episode: Big Shiney, the story of Five Points.
It is performed by John Allen Harrett, Melissa Cox, Brennan Papke, Mia Carlin, Emily Geraci and Felix Chang.
The Real American Cabaret is performed by Boomtown Theatre in Jacksonville Florida.
stephendare
August 20, 2009, 10:25:22 PMOne of the rehearsal videos for Five Points.
A mashup of All Apologies and If I Ever Lose My Faith In You.
deathstar
August 24, 2009, 03:09:55 AMFive Points was just whatever to me as a kid. Lived on Forbes St. and grew up in the Deli. Attended RPDS Summer Bible School, and store hopped during the summer to Abernathy (where I'd deliver a warm grilled cheese sandwich), Edge City (where Tom would keep me company during slow times), Five and Dime (where I bought many a deck of cards from over the years), and Club 5 (where I spent my later years as a teen attending endless shows).
The punk rock/grunge scene in the early 90's and all the kids, including a fella named Spanky, I grew up with and became friends with still hold a special place in my heart to this day. The businesses that came and went didn't seem that big of a deal as a kid, however now that I'm much older I ever wonder what became of those store patrons and their wacky views on life.
Bewler
August 24, 2009, 12:09:17 PMThis article made me want to see the same thing happen again, perhaps in Springfield once all the Main St. construction is done?
And I wouldn’t worry about the parking there, Sheclown. Springfield’s grid style layout should provide plenty of close parking to Main Street. If nothing else it would still only be a short walk.
stephendare
August 24, 2009, 12:16:49 PMmost of them are still around. Which ones were you friends with?
David Smith, Brian Hallet, Lang MacIlrath and I had fusion and oppenheimer's.
Bill Cowan had Big Shiny Shoes.
Robert Goodman had Now Hear This.
Neil Levitsky, Scott Foster, Cliff and John Schultz owned Club Five
Kathy and Kenny owned Clean Fun
Tammy and Teri Faircloth owned The Theory Shop.
Elaine Wheeler owned Heartworks.
Pat Lolly had Nicotine
Tom Castiglia and Keath Coppedge owned Next Step Beyond.
Suzanne owned Repeat Performances
Linda Adcock owned Adcock's Costumes
Alva had the peircing place.
Lee Harvey had Lee Harvey Gallery
Tim Hamlet, Jim Minion and Tom Hager (plus several others) were the leaders of City of Expression
Christie Frazier had a business making funny hats for Raves. I think it was called CC Threads
That was pretty much the original crew.
buckethead
August 25, 2009, 09:20:01 AMDavid Smith, Brian Hallet, Lang MacIlrath and I had fusion and oppenheimer's.
Bill Cowan had Big Shiny Shoes.
Robert Goodman had Now Hear This.
Neil Levitsky, Scott Foster, Cliff and John Schultz owned Club Five
Kathy and Kenny owned Clean Fun
Tammy and Teri Faircloth owned The Theory Shop.
Elaine Wheeler owned Heartworks.
Pat Lolly had Nicotine
Tom Castiglia and Keath Coppedge owned Next Step Beyond.
Suzanne owned Repeat Performances
Linda Adcock owned Adcock's Costumes
Alva had the peircing place.
Lee Harvey had Lee Harvey Gallery
Tim Hamlet, Jim Minion and Tom Hager (plus several others) were the leaders of City of Expression
Christie Frazier had a business making funny hats for Raves. I think it was called CC Threads
That was pretty much the original crew.
Lee ....um.... Harvey was a fairly close friend for some time. Our paths diverged as he entered into the unseemly wourld of post-something-or-anotherism. I still have a recording of a little jam session with him on guitar, myself on a casio cheesball keyboard, Woody Beck on drum machine and a mix of vocals. Priceless. Beck meets the flaming lips, circa 1990? He (Duval
Tom Hagar, from the old days at Eclipse/Dockside as an acquaintance.
stephendare
August 25, 2009, 05:31:40 PMLee is amazing, buckethead, and I think he would be the first to agree with you.
You should see his latest work. Its probably the best stuff being produced in the state.
Ive known Pat since the early 80s. He used to hang out with my friend Deran Destin at Jax Beach. He also hung out with my ex girlfriend and lifelong friend, Deadgirlscantdance.
The neighborhood looks like its about to pull off another niche cluster with the arrival of Ms. Frasier.
buckethead
August 25, 2009, 06:37:44 PMI did see Lee a couple years back. Out at Jax Bch. He is the same guy, which I admire about him. I, due to raising 4 kids and all the concerns that go along with it, am much altered.
I still love me some Lee Harvey. FYI tagged as such by Mike Fox, if you know him.
Pat is doing the Creeps thing again, along with Tim, Danny and Joey. Geriatric punkers... Whoodathunk?
stephendare
August 25, 2009, 06:42:24 PMThats crazy. I will have to tell janice. She hardly missed a show, once upon a time.
She was one of the smoking hot little beach girls at Sliders back in the day. It was right down from the apartment where all the Creeps hung out by the Sea Turtle.
nice synchronicity.
froth
August 26, 2009, 09:17:21 AMNice story about 5 points. My first visit there was to Fusion Cafe. I remember walking where the dance floor was and hearing RadioHead "creep" playing. I think i was 12 or so then. I'm hoping for the best in 5 points. There are some spaces available and no one moving in right away. I like that O' brothers appears to be doing well. Steamworks is keeping the indie mold and Christy Frazier-Dailey and her husband Chris just took over The Starlite Cafe. Which is in need of some TLC. I think 5 points will be a great place for years to come. Dont forget there is still first fridays.
Dog Walker
August 26, 2009, 09:22:30 AMPart of "niching" is turnover. Stores and bars and cafes will come and go as tastes, styles and the needs of the neighborhood change. The antique mall on the corner of Park and Lomax used to be a grocery store and was then Towers Hardware. Raglands was the Riverside Gown Shop then a series of restaurants.
Nich businesses ain't diamonds.
Coolyfett
August 28, 2009, 12:28:03 PMAww Good ole 5 Point(Jax).....I remember first hearing about this place in high school in 94. Was a huge Hip Hop fan and I was a battle DJ. Being that I went to Forrest I was no where near this location, but was always told if you want some good vinyl "You gotta go to 5Points in Riverside" Asked my mom to bring me there BUT she did not know where it was and she worked at St Vincents lol. Finally a classmate brought me to it. It felt like New York or something. Lots of different types of people around. I bought some records from some store on the Fuel side of the street, but I can not remember what the name of the store was. I ended getting my DL and started buying records at Music & Memories on Beach Blvd. Finished college in 2000 and ended up getting an apt at Post & Cherry, lived there til 2003, then moved up the road to Post & Stockton. I ended up hanging out at 5 Points a lot. I always felt good being in 5 points, everyone seemed to be doing their own thing and had their own style. Living so close to 5 Points made me start to want to see more and do more. Like a certain type of exposure. I think the yuppies should stay on the other side of the light (Lomax/Park)...What 5 Points is, it should remain. The grind to bring the kids outside of 295 back to the area should be revisited. To me all 5 Points needed was a Skyway Station, Comic shop, 2 more club/venues and it would have been perfect!
DavidWilliams
August 30, 2009, 04:07:44 PMHow long has the Italian Restaurant (Pizza Italian?) been in its location? I am guessing at least 30 years.
deathstar
August 30, 2009, 11:38:24 PMStephen, to be completely honest, most of those names sound familiar, but after my Grandmother quit working at the 5 Points Deli, I left there too and forgot a lot of their names. My Uncle, Haywood Murray, stayed for a little while until it became Gina's Deli.
stephendare
March 10, 2010, 10:58:50 AMHaywood?
No way.
stephendare
March 10, 2010, 11:00:52 AMRadiohead and Creep never stopped playing at Fusion. lol.
I found Richard Ford, the dj on Facebook. DJIan Events. Hes making a compilation of the old playlists for me.