By Peg Davis, News-Leader

Zev Cohen & Associates shows 78 parcels make up the "Sadler node" or "corridor" and the Atlantic Avenue "node" that could be redeveloped. Zev Cohen says "76 percent of land has potential for redevelopment" along Sadler and "84 percent of land has potential for redevelopment" at Atlantic/South Fletcher. Source: City of Fernandina Beach

A proposal to develop a commercial "tourist/resort corridor" leading to the beaches from

Sadler Road, Atlantic Avenue and South Fletcher Avenue was first broached publicly Wednesday - though the public wasn't informed of it.

The city Planning Advisory Board heard a preliminary proposal from new Community Development Director Marshall McCrary that could lead to larger buildings and more dense development along Sadler, Atlantic and South Fletcher near two main city beach parks.

Lupita McClenning, former chief city planner who now works for Zev Cohen & Associates, and some property owners would like the city to fast-track traffic studies of the areas in hopes of increasing the size of buildings allowed on the properties.

The proposal was put forward as part of McCrary's staff report, not as an agenda item for planning board. Neither of the two agenda items mentioned what turned out to be an hour-long discussion of the beach corridor redevelopment.

Planning board member Bob Howat remarked that since the matter was not a formal agenda item a detailed discussion and decision "under the guise of a staff report" was not appropriate.

"We should hear from the entire population. ... The format has to be open to the entire city," Howat said.

But board Chair Mark Bennett did not stop the discussion, and attorney Valerie Faltemier - sitting in for just departed city attorney Debra Braga - did not object.

McClenning told the planning board she met previously with McCrary about the idea of expediting the traffic study. "We wanted to get direction from the board," she said.

McClenning told the board the study would involve traffic in the vicinity of 78 parcels totaling 51 acres.

A slide presentation prepared by Zev Cohen concludes that "76 percent of land has potential for redevelopment" along Sadler and "84 percent of land has potential for redevelopment" in the Atlantic/South Fletcher area.

But one limit on the intensity of development allowed is the maximum "floor area ratio," which is lower for commercial properties outside downtown Fernandina Beach. The city could change that with an overlay for the two areas.

Traffic studies are needed because the state Department of Community Affairs requires the city to demonstrate that raising the floor area ratio can be justified by a capacity to handle more traffic.

A citywide study could take months, however. "Knowing that time is of the essence ... do you want to wait until a full-blown study of the city is done?" McCrary asked the planning board, or "do you want to just look at one area or some areas of the city?"

Lowell Hall, representing the Myrtle Hall Trust, which owns the southwest corner of Sadler Road and South Fletcher Avenue, asked the board to hurry the Sadler study, even offering to pay for it. "I do have a clock ticking," Hall said.

Hall had plans for a hotel on his corner, but is currently restricted to a 6,033-square-foot building.

"First of all, I'm real in favor of intense development in certain areas," said planning board member David Beal. "Development needs to be grouped. . . . Let's go ahead and look at these two areas where we need to be more intense."

Beal noted there are three hotels in the Sadler Road area already, with more on the way. Marriott has plans for a hotel west of the Amelia Trace assisted living facility on the north side of Sadler Road. Another hotel is planned for property west of the Cedar River Seafood restaurant south of Sadler Road.

"Isn't it true if you just study this one little segment it would turn out more favorable?" asked board member Marilyn Williamson about the traffic study.

"Of course," replied McCrary, adding that the city's current levels of service are in the comprehensive plan. "(But) my preference would be to do the whole city."

"We are a whole lot more informed now than we were before," said member Eric Bartelt after the board decided that McCrary should provide it with more material and place the item on a future agenda.

"I'd prefer to come back," said McCrary. "I just wanted to get the ball rolling tonight."

McCrary was promoted to his new job last week. He has been with the city eight months, moving from senior planner to interim director after director Jeffrey Salter quit in March.