Since relocating to The Landing the market has been a huge hit with patrons. The market was relocated from Hemming Plaza. In September, 2010, The Landing announced a partnership with Downtown Vision to host an every Friday Farmer's Market from 10am to 2pm. The Landing also hosts national country concerts and classic rock concerts in the spring, summer and fall each year. The bands offer a variety of music including classic rock, oldies, contemporary, jazz, and top 40. Weekly events include year-round live entertainment in the center courtyard every Friday, Saturday and Sunday. Patrick’s Day, the Jacksonville Jazz Festival and July 4th fireworks. The Landing hosts more than 300 events each year including Florida/Georgia Weekend Celebrations, the annual Christmas Tree Lighting, New Year’s Eve and Gator Bowl Celebrations, St. Downtown Improvement District (DID) for Jacksonville claims it is a popular tourist destination. According to various Florida travel sources, it has been "an icon" for Jacksonville and "one of the most recognized attractions in Northeast Florida" since it opened in June, 1987. The Jacksonville Landing (usually referred to as just the Landing by locals) has a local patronage base of over 65,000 Downtown office workers and over 1,000,000 residents in the surrounding metropolitan area of North Florida. Just before the Georgia-Florida football game in 2007, the Landing installed a 19x15 foot JumboTron in the courtyard. Most events take place in the open brick courtyard in the center of the horseshoe shaped structure. There is weekly live music on the courtyard stage. The Landing stages a variety of special events.
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The 9-acre (36,000 m2) complex features 65 stores as well as dining, with full-service restaurants plus a food court, and entertainment. The two-level glass-and-steel complex with the orange roof is located on the north bank of the St. Mayor John Peyton vetoed the bill, but the council voted unanimously to override the veto. That money included a 20-year parking validation program at a cost of $2.5 million to the city. The Jacksonville City Council passed a bill to contribute $3.5 million toward Sleiman's purchase of an existing parking lot across from the Landing. In 2010, the 23-year obligation was finally resolved. The Florida Times-Union revealed that Sleiman, who bought the buildings but not the city-owned land, would not have to pay the $100,000 rent required by the City of Jacksonville for the land until the city provided the 800 parking spaces it had promised the previous owners.
In 2003, the Rouse Company announced it would sell the Jacksonville Landing to local developer Toney Sleiman for $5.1 million. The business attracted a mostly younger clientele, and the Landing management decided not to renew their 10-year lease when it expired, citing a desire for an "older crowd". The Landing's first bar was Fat Tuesdays, which offered frozen alcoholic beverages. The west side of the food court became a video arcade named Ostrich Landing. However, anticipated foot traffic never reached projected numbers and within four years, one third of the food court tenants closed.
Outside seating included a view of the center courtyard fountain, stage, and the river. The decor featured silhouettes of 17 individuals who had a role in the settlement of North Florida. The entire second level of the main building was devoted to the Founders Food Hall, a food court with 18 restaurants.
The Rouse company partnered with City of Jacksonville, who contributed $20 million toward the construction of a festival marketplace that would revitalize the city's core. The Jacksonville Landing hosted a week-long celebration featuring a drum and bugle corps, balloon release, community choirs and national acts. The Jacksonville Landing was designed and built by the Rouse Company, who developed a number of similar structures in other cities. The 126,000 square feet (11,706 m2) center is comparable to New York City's South Street Seaport, Boston's Faneuil Hall and Miami's Bayside Marketplace, all developed by Rouse.
It was built by the Rouse Company at a cost of $37.5 million and opened in 1987. It is located at the intersection of Independent Drive and Laura Street, along the Jacksonville Riverwalk. The Jacksonville Landing is a festival marketplace in Downtown Jacksonville, Florida.
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