
Tampa Bay Business Journal – by Michael Hinman Staff writer
CLEARWATER — A sales strategy that has sold all but a couple dozen condominium units at Signature Place in St. Petersburg is being tried in Clearwater at Water’s Edge.
But this time, it’s not downtown living that’s at stake in selling out a condo project. It’s downtown itself.
Towering over Cleveland Street, Water’s Edge was intended to be a crown jewel in Clearwater’s skyline with 153 luxury homes expected to sell above the $500,000 mark.
The tower opened in late 2008, long after the demise of the housing market, and its developer, Opus South, went bankrupt.
New owner Concierge Asset Management is taking advantage of its 31 cents on the dollar buyout of the tower. Following 25 percent discounts at Signature Place, the company cut Water’s Edge listing prices as much as 50 percent.
That could start getting more residents in the tower immediately. They would provide an economic boost to a struggling downtown also depending on the Station Square condos to bring consumer traffic to Cleveland, where vacant storefronts outnumber occupied spaces.
Business on the move
The prospect of people moving into downtown Clearwater has Tony Bledistarova excited. He’s moving his restaurant, Tony’s Pizza, a block closer to Water’s Edge — tripling his space to 3,800 square feet and banking that new residents won’t be able to resist the aroma of Italian food.
“We feel the tower is going to get filled up in a year or two, and that will bring more business to downtown,” Bledistarova said, taking advantage of lower lease rates because of the vacancy levels downtown. “We’ve been in downtown for five years, and we’ve survived a lot. This is the time for us to expand, and it will be better for downtown.”
Anticipated change
Business owners downtown say Cleveland could really use a bakery, a florist and maybe even a wine shop.
“What we’ll see is gradual growth, which will be nice because it gives the merchants a chance to see new people walking on the streets downtown and give them a feeling about the future,” said Howard Warshauer, vice chair of the Clearwater Downtown Partnership.
Water’s Edge has 10,000 square feet of retail on Cleveland, about half set aside for restaurant use. Filling the retail space is not the highest priority at the moment.
“I’d like to be looking at that sooner, but the first couple of months are difficult as we’ll be kicking off our sales program from the residential side,” said Grant Wood, managing member of Stingray Asset Management LLC, which will manage Water’s Edge. “We’re going to have a lot of flexibility there, so I think it can be very attractive and keep us very competitive with the current downtown marketplace.”
Not stopping here
Before Concierge Asset Management bought Water’s Edge for $31 million, the cheapest unit in the 26-story condominium tower was $422,000. Now a 1,330-square-foot unit is listing at $195,000, a discount expected to raise eyebrows, but one needed to get the remaining 143 units sold.
“I see these vacant stores downtown and tried to figure out what needed to be done,” said Maxwell Drever, Concierge’s chairman. “You need bodies here at Water’s Edge to fill those up. That’s what you would do.”
Drever is looking for other properties in the Tampa Bay region he can turn around as well.
— Michael Hinman
INFO
Paula Cadman opened her boutique lifestyle store called The Blue Dahlia in the shadow of Water’s Edge next to the soon-to-be-restored Capitol Theatre at the beginning of the year and is depending on Water’s Edge traffic to make her business thrive. However, the pressure to succeed can’t be placed solely on the condo market.
“We have to come together as a community and support each other,” Cadman said. “We have to buy from each other and bring that kind of community spirit back that has been kind of lost in recent years.”
If those elements don’t come together, Cadman is ready to use another bargaining chip that comes with a weakened real estate market: She has a clause in her lease that lets her leave at the end of the year.
— Michael Hinman