Grand Development
Howard Group continues development of distinctive town center in Northwest Florida.
Susan Fishman

Grand Boulevard is a new town center development in Destin, Florida, being created by Howard Group. The mixed-use center will contain more than 700,000 square feet of retail and restaurants.

Probably best known as the developer of the nation’s largest designer outlet center, Silver Sands Factory Stores, Howard Group is in the throes of another grand project —Grand Boulevard at Sandestin — a 52-acre mixed-use town center that will be comprised of 700,000 square feet of upscale, specialty retail, fine and casual dining, entertainment, lodging, office and residential space.

Keith Howard, the visionary and founder of Howard Group, developed his company nearly 20 years ago and has since developed various upscale residential, retail and mixed-use projects along the Gulf Coast. Howard Group’s first projects included the gulf-front residential communities of Vizcaya at Dune Allen and Stallworth Preserve. The company places a primary emphasis on responsible land development and sustainable growth that benefits the local community.

Valued at approximately $250 million, Grand Boulevard at Sandestin is Howard Group’s latest development. The town center is located at the east entrance of the 2,400-acre Sandestin Golf and Beach Resort. The Sandestin and Beaches of South Walton area is seeing an escalating growth of tourists and residents to its award-winning beaches. Grand Boulevard will serve as the new town center catered to these affluent visitors and residents.

“Northwest Florida is a tremendous growth area that is underserved and has an incredible pent-up demand for the type of product we’re bringing to the marketplace,” says Myra Williams, vice president of marketing for Howard Group.

Cantina Laredo will be one of the restaurant anchors at Grand Boulevard.

The community retail (Phase I), including a new Publix gourmet supermarket and Starbucks Coffee, is already open and very successful. Two months ago, the town center celebrated the grand opening of the Marriott Courtyard and the Marriott Residence Inn at Sandestin, the first of their kind in Northwest Florida. Phase II, which will open in spring 2007, will include Class A office, specialty retail, signature restaurants and Grand Park. Two additional phases are in the build-out plan, including additional specialty retail shops, signature restaurants, a movie theater and office and residential spaces.

Grand Boulevard is designed to be a true urban town center in a unique resort setting. The architectural style is contemporary Mediterranean with a resort flare, which comes from streetscaping as much as anything else. There are more than 50 patterns of paving, stone, brick and intricate concrete patterns on the sidewalks alone. The architect for the center is Nelson Architects, an Austin-based firm that specializes in the town center model and the mixed-use concept.

“It was difficult to find the right architect for Grand Boulevard,” says Williams.  “Few architectural firms are capable of taking innovative and creative ideas and bringing the design to the next level with a proven format.  But when Keith Howard attended the opening of Kierland Commons, he knew he’d finally found someone who was able to grasp the vision of Grand Boulevard and bring it to fruition. Nelson Architects has absolute attention to detail and is an extraordinarily progressive firm on the cutting edge of design. They also have the ability to create proper critical mass.”

Specialty outdoors retailer Orvis will anchor Grand Boulevard.

Grand Boulevard is unique for a town center development in that it is seamlessly integrated with the largest, most successful resort in Northwest Florida. Sandestin Golf and Beach Resort will ultimately have 10,000 units and caters predominantly to a young, sophisticated mix of resort guests and second homeowners.  Sandestin is also very accessible for local residents.  It offers restaurants and events that draw in people from a across the region. Hotel guests, residents and office associates all share in the amenities of the Sandestin Golf and Beach Resort, including four championship golf courses, tennis courts and the beach. 

“People are busy and convenience is critical — this is influencing development trends,” Williams notes. “In the past, people have built an office complex, then possibly tried to tie a health club or park to that location.  Here, we’ve planned this project so people who work and live here have convenient access to beaches, trails, spas, restaurants, shopping, a marina — the possibilities are endless.”

Grand Boulevard is also fully integrated with Sandestin’s public transportation system. The center is a multi-mogul development that’s designed to get people out of their cars and let them enjoy walking or biking. It’s also golf-cart friendly. It will connect the town center to the local community with a central boulevard that will start at the entrance of the Sandestin Resort and pass by the two Marriott hotels, through the town center and the community retail center all the way to Sacred Heart Hospital. People from the surrounding areas, including the resort, will no longer need to cross the busy Emerald Coast Parkway to access the town center, the grocery store, doctor’s offices or the hospital. The boulevard will be safe enough for people to ride their bikes or golf carts throughout the center.

The town center will also include a large, centrally-located public green space named Grand Park, which will host a variety of events year-round. This area will be a major focal point of the town center and host a variety of entertainment, celebrations and community events. There will also be a playful and intricately-designed water fountain that will resemble the constantly changing tides of the Gulf of Mexico. And approximately $4.2 million is being spent on the lush landscaping that will be planted and grown throughout and around Grand Boulevard, including Medjool Date Palms, Crepe Myrtles, Live Oaks and seasonal planters and pots throughout the grounds.

Howard Group brings the town center to the street to take advantage of the 1.5 miles of frontage along Emerald Coast Parkway, the area’s main corridor of transportation.

“We’re creating very inviting visual entrances with lush landscaping to draw people in,” notes Williams. “We are also able to merchandise the streetfront with key tenant names and focused signage to draw in our target customers as they drive by.”

P.F. Chang’s will help anchor Grand Boulevard in Destin, Florida.

Howard Group’s leasing team has focused on bringing a fresh new mix of retailers to the region. One of the most eagerly awaited tenants coming to Grand Boulevard is Tommy Bahama’s Tropical Café and Emporium, which will be located adjacent to Grand Park and anchors the west end of Grand Park. They will offer a full spectrum of high-quality merchandise as well as a casually elegant restaurant that will extend outside onto a large exterior veranda overlooking Grand Park. Other signature restaurants new to Northwest Florida will include P. F. Chang’s China Bistro, Cantina Laredo and Fleming’s Prime Steakhouse & Wine Bar, just to name a few. Grand Boulevard is also bringing many sought after retailers to this area. A sampling of these include the The Orvis Company, the nation’s leading outfitter for the distinctive country lifestyle; Brooks Brothers Country Club, a new extension of the Brooks Brothers brand.; J. Jill; Fusion Art Glass Gallery; Viking Lifestyle Store; Coldwater Creek; Learning Express Toys; Sunglass Station; and Aveda Salon. When completed, Grand Boulevard will feature over 100 retailers, restaurants and art galleries.