JACKSONVILLE, FL-St. Johns Town Center, a 1.5-million-sf open-air retail project featuring a town center with a “main street design” opened with a bang yesterday—some of it quite literally, with fireworks part of the opening celebration staged by Simon Property Group and Ben Carter Properties, which reportedly cost in excess of $1 million. Besides functioning as marketing for the new property, the to-do marked the opening of the first regional shopping mall in Jacksonville in 15 years.

St. Johns is a joint venture between Indianapolis-based Simon, the largest owner of retail property in the country, and Ben Carter, a development company based in Atlanta. Previously the two developed the Mall of Georgia in suburban Atlanta.

Observers familiar with the Jacksonville market note that the time is ripe there for retail development. According to U.S. Census Bureau estimates, the population of Duval County is about 817,000, up from about 778,000 in 2000 and 635,000 in 1990. The Jacksonville metro area has about 1.2 million people, and could grow by another 100,000 by the time of the next census. Moreover, a fair amount of the growth has stemmed from the in-migration of relatively higher-income people working in growth industries, such as health care and regional banking.

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