It All Started With A Rock - Now New Historic Exhibit Open to Public
Today's event celebrates Birth of Aetna Building Marking A New Era in City History
Jacksonville, FL (PRWEB) April 24, 2005
The year was 1955. With the arrival of "The Rock" the Jacksonville skyline would never be the same and signaled the beginning of a new and exciting era in the city's growth.
To commemorate the opening of The Aetna Building (then the Prudential Building) a permanent historic exhibit was previewed today during the 50th Anniversary luncheon held on the 12th floor of the Jacksonville landmark.
The 72-foot, multi-media display that celebrates the history of Jacksonville along with the civic and cultural contributions of the building will be open to the public beginning Saturday, April 23. Public viewing times will be 8 a. m. - 7 p. m. Monday through Friday and 8 a. m. to 2 p. m. on Saturdays.
In the early fifties, when top executives from the New Jersey-based Prudential Insurance Company decided to build a corporate headquarters for the 10-state southern central region, they chose Jacksonville and a site along the Southbank of the St. Johns.
This, the building's 50th anniversary year, is being commemorated with a special anniversary logo, series of special events including a VIP luncheon, essay and art contests and a permanent lobby display depicting three decades of Jacksonville history and how the building at 841 Prudential Drive has "Passed The Test of Time."
As the first high rise building to grace downtown, today the Aetna Building, owned by The South Shore Group, is a true historical landmark and not only as a center of commerce.
"We take a lot of pride in the historical significance and civic contributions, both past and present, of the Aetna Building," said managing partner Hal Dodt of The South Shore Group. "It was an attraction when it opened fifty years ago and has played a important role in the phenomenal growth of the city."
After its opening building quickly became a focal point for community life with hundreds of concerts, including the Jacksonville Symphony Orchestra, plays, pageants, proms and political rallies all being held at one time or another in the halls of the great marble, granite and stone structure. Today, the South Shore Group continues to support numerous community activities by hosting charitable and civic events.
In the early 1950s a young architectural firm known as Kemp, Bunch, and Jackson drew up the blueprints for a building that would capture the southeast's imagination. Once heralded as "The Tallest Office Building in the South." the 300-foot, 22-story structure towered above the picturesque St. Johns River and has been credited with transforming the city's image from a shipping industry Mecca to a viable location for corporate headquarters and big business.
It is only fitting that the building that embodies so much historical and civic significance, is observing its 50th Anniversary the same year the city garnered national and international attention as host to Super Bowl XXXIX.
The building's original designers, Kemp, Bunch, and Jackson have since updated their name to KBJ Architects, Inc., and in step with the times Jacksonville's first commercial high-rise has undergone a few changes as well.
When Aetna and The Prudential Insurance Company of America announced they had entered into an agreement for Aetna to acquire the Prudential Health Care business, the building's namesake changed to The Aetna Building, denoting the presence of its largest client. In addition, this historical structure has undergone two significant renovations. In 1986, and again in 2001, the building lent itself to the installation of current infrastructure technology and the needs of new tenants.
As one of KBJ's primary architects, Richard T. Reep has played a key role in the Aetna Building renovations. According to Reep, the Aetna building has not only successfully weathered the passing years, but has also managed to stay in touch with its original design esthetic. In 2002, the building was given the "Test of Time" award by the Jacksonville Chapter, American Institute of Architects, and through two major renovations has held onto many of its classical design elements.
This magnificent building still maintains its original character and sophistication with accents such as imported marble floors and columns, showcasing a classic 1950's-style grand lobby and entrance with distinctive Up/Down elevator indicators.
Situated in a park like setting on 13 acres along the picturesque St. Johns River, the original building housed the former Flagship Bank, specialty clothing and retail shops and even the historic, original River Club on the 19th floor. The building underwent renovations four years ago that incorporated new interior design elements to mesh with the classic components found throughout.
Incorporating 30,000 cubic feet of Alabama limestone, 3,420 cubic feet of North Carolina pink granite, and a large quantity of Georgia marble, the design of the building relies heavily on the prominent use of luxury materials.
"Marble and limestone are the materials of historic architecture, and are used in the Aetna Building in a way that strategically features their unique qualities," Reep said.
In keeping with the historic architecture and primary design, Reep and the team at KBJ integrated modern components with the classic interior design elements. The imported marble floors, regal columns, distinctive elevator indicators, and classic 1950s-style grand lobby are enhanced by the newly installed horizontal ribbed stainless steel accents, polished green marble, updated door transoms, and completely renovated restrooms.
The external characteristics of the building are just as elegant as its interiors. The Aetna Building makes a stunning impression on downtown's skyline. Its beautiful setting on a landscaped mall and riverfront terrace is, to this day, a unique feature for an urban office structure. And its dramatic composition -- the main tower balanced on one side with a mid-rise element, and on the other with a low-rise element - creates a view that is equally satisfying from either the street or river.
South Shore Group and KBJ have matched effort for effort in their quest to preserve the legacy of the building as it evolves from a singular corporate headquarters into a multi-tenant office facility. Every enhancement has respected the basic qualities of the original building. Even the rather non-1950s element of a multistory parking garage was sited to preserve the mall and its line of trees, and designed to recall the colors and forms of the tower.
To this day, the Aetna Building continues to serve as a cultural landmark for area residents, as well as one of the most distinct properties Downtown Jacksonville has to offer.
"Esthetically, the design both speaks of its period and also displays a timeless quality," Reep said. "The building is built to last, and its design will never go out of fashion."
About The South Shore Group
The South Shore Group has brought a unique vision and experience to developing premier residential and commercial properties throughout Florida. The South Shore Group is committed to excellence through innovative design and quality construction. Managing partners Dodt and Jeff Douglas have 30 years of extensive experience in commercial real estate, all of which has been focused in Florida. The Aetna Building was The South Shore Group's first acquisition in Jacksonville.
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