- June 9, 2026
Palm Coast leaders are taking a renewed approach to redevelopment along the State Road 100 corridor, advancing an incentive program aimed at encouraging vertical, mixed-use projects in Town Center, before the Community Redevelopment Agency sunsets in 2034.
The proposal, presented by Community Development Director John Zobler during the April 21 City Council meeting, outlines a strategy to spur multi story, mixed use development within the SR100 CRA district.
Zobler’s presentation centered on attracting projects that combine residential, retail and commercial uses in a single footprint, a model city leaders say is critical to activating Town Center and bringing long awaited momentum to the area.
Mayor Mike Norris emphasized the importance of focusing on true mixed-use development, not traditional residential growth.
“I mean, solely for mixed use, not single-family housing,” Norris said, noting the city’s intent to prioritize projects that build vertically and incorporate multiple uses.
Norris also supported the concept of multi-story development, including buildings around three stories, as part of a broader vision for a more walkable and economically active Town Center. He made clear the city does not want to incentivize additional single family home construction within the CRA.
Vice Mayor Theresa Pontieri echoed that position, stating she does not support incentives specifically for residential development.
She also stressed the importance of preserving arts and cultural elements within Town Center, saying she wants to ensure those components remain part of the long term vision for the area.
Pontieri highlighted the need to better utilize the CRA itself, particularly in areas like Town Center that have seen limited progress over the years.
“I further want to commend you on kind of bringing life back to the CRA or trying to, because this has kind of been a black sheep of our organization that has been neglected,” Pontieri said.
The SR100 corridor, and specifically Town Center, has long been viewed as a focal point for Palm Coast’s economic development strategy. However, Town Center has struggled to attract sustained investment, prompting the city to revisit its approach.
That renewed push is now aligning with active private investment at the Promenade, a nearly 300,000 square foot mixed use development that will include 204 apartments and approximately 57,000 square feet of ground floor commercial space.
Cornelia Manfre, the leasing agent for the commercial portion of the project, said leasing activity is already underway with several tenants secured and more in negotiation.
According to Manfre, three businesses have signed leases so far, including Fleet Feet, 6th Street Deli and Enchanted Med Spa.
She said the project is also in active negotiations with a mix of additional tenants, including a veterinary provider, a pediatric practice, a tap room, sushi restaurant, ice cream shop, pizzeria, dry cleaner, fish market and a potential bagel shop.
Manfre said the goal is to create a balanced, service oriented environment that supports both residents living on site and visitors to Town Center.
“We’re trying to bring all of the type of amenities and uses that a residential person would need,” she said, pointing to the project’s focus on convenience and walkability.
Originally planned for 12 commercial units, the layout is now expected to expand to as many as 16 to 18 spaces to accommodate demand for smaller, service oriented tenants.
Manfre said commercial spaces are expected to be delivered to tenants within the next several weeks, with buildouts to follow. While timelines will vary by business type, she said the goal is to have tenants open by August, with residential units becoming available around July.
She described the Promenade as a catalyst project for Town Center, calling it a significant private investment that could help jumpstart long awaited development in the area.
“This is a $90 million project,” Manfre said. “This is almost a gift to the city.”
Councilmember Ty Miller reinforced the importance of keeping the program aligned with mixed use goals.
“I’m fine with mixed use,” Miller said during the discussion, supporting the direction while maintaining focus on how incentives are applied.
Councilmember Charles Gambaro made the motion to approve the program.
“I move approval of the resolution establishing a vertical development incentive program within the SR100 Corridor Community Redevelopment Area,” Gambaro said.
The measure passed unanimously.
City leaders say the timing of the initiative is critical. The CRA captures increases in property tax revenue within the district and reinvests those funds into redevelopment efforts such as infrastructure, beautification and economic development. With the CRA set to expire in 2034, officials say there is a limited window to make meaningful progress, particularly in Town Center.
The incentive program is designed to address the higher costs and complexity associated with vertical construction, which often involves multi story buildings and mixed uses. By reducing financial barriers, the city hopes to attract developers willing to take on projects that could reshape the corridor.
Officials say the ultimate goal is to transform Town Center into a more active, walkable destination that blends living, shopping, dining and cultural elements, something that has long been envisioned but slow to materialize.
With signed tenants, ongoing lease negotiations and new incentives now in place, city officials and developers say momentum is building toward finally turning Town Center into the hub it was originally envisioned to be.
