Two more proposals for Norfolk's Waterside surface

NORFOLK

Two developers have proposed remaking Waterside into a glitzy entertainment center they say would turn the aging festival marketplace into a major regional attraction.

The Cordish Companies of Baltimore wants to give Waterside a $30 million makeover that would radically alter the building, but not raze it, according to officials who asked not to be identified because they are not authorized to release information.

Another proposal, from Virginia Beach developer John X. Aragona, would turn Waterside into a "beach music" center anchored by the Waterside Beach Club, a theater that would hold daily music concerts. Many performances would be broadcast on television, according to a copy of his proposal obtained by The Virginian-Pilot.

Under the Cordish proposal, Waterside would be renovated, with much of it turned into an open-air facility modeled after the Short Pump retail development in suburban Richmond.

Waterside would be renamed Waterside Live, and neon and search lights would surround it. Officials said the plan would create more than 1,000 jobs.

The Cordish Companies would bring 12 national chain restaurants to Waterside, including 11 that are not currently in the Hampton Roads market, sources said.

The company focuses on creating entertainment centers in urban areas, and it has large developments in Louisville, Ky.; Philadelphia and Kansas City, Mo. The center in Philadelphia, called Philly Live, is set to open soon next to the city's sports complex.

The Power Plant in Baltimore, developed by The Cordish Companies, attracts 10 million visitors a year, Cordish officials said. It is a mixed-use project built in an old power plant that features restaurants and shops.

The Cordish Companies built a suburban development in Hampton, called the Power Plant of Hampton Roads, that features a Bass Pro Shop, Cracker Barrel and other restaurants, hotels and shops.

The company has proposed building a pedestrian walkway from Waterside to the waterfront area around Harbor Park and also developing that as an entertainment area.

Officials would not say which restaurants Cordish would bring to Norfolk, but Cordish developments frequently offer Maker's Mark Bourbon House & Lounge, McFadden's, Lucky Strike, Mosaic Lounge, Howl at the Moon and NASCAR Sports Grille restaurants.

Megan Slattery, a spokeswoman for The Cordish Companies, would not confirm whether the Baltimore firm has bid to redevelop Waterside. But she provided an image of a similar project in Kansas City, called Kansas City Live.

"Our districts are consistently ranked among the most visited attractions in their respective regions, including Baltimore's Inner Harbor, and are known for their transformative effect on the cities in which they operate," she wrote in an email in response to questions about Waterside.

The Aragona proposal has the backing of Marilyn M. Peter, managing director of Mark 7 Studios, a New Jersey television production company, according to the proposal. Aragona proposes spending $5 million to renovate Waterside.

Beach music, which Aragona calls "the Norfolk Sound," is an oldies genre that includes music played by Gary U.S. Bonds and Bill Deal and the Rhondels.

Aragona is the son of John A. Aragona, who developed thousands of homes in Virginia Beach, including the Aragona Village and Princess Anne Plaza neighborhoods. Aragona is a retired builder, restaurant owner and television entertainment producer.

The plan calls for developing a series of musically themed restaurants. The former site of Jillian's restaurant on the second floor of Waterside would be turned into a theater where nightly performances would be held.

There would also be a BOP Shag Swing Club, a comedy club, a beach jewelry store and a Beach Music Awards Supper Club.

Aragona did not return phone calls.

Five proposals to redevelop Waterside are being presented to the City Council by City Manager Marcus Jones on Tuesday.

The Virginian-Pilot previously reported details of a Harvey Lindsay Development proposal that calls for a $200 million transformation of the waterfront, including the construction of a waterfront conference center, two hotels, office tower and a walkway connecting the city's business center with the waterfront.

Built in 1983 as a festival marketplace, Waterside helped spark a downtown revival, but is in need of renovation and is more than half empty. Now that Granby Street is downtown's entertainment center and Mac-Arthur Center its dominant shopping area, officials have searched, so far in vain, for a new focus for Waterside.

Harry Minium, 757-446-2371, harry.minium@pilotonline.com