The people of Baton Rouge know what it means to wait. And wait. And wait.
The 1980s saw a lot of excitement when developers announced plans to revitalize Catfish Town in downtown Baton Rouge with a walkable shopping complex that featured restaurants, retail stores and more. In 1994, the Belle of Baton Rouge riverboat casino opened. More people came, enjoyed each others' company, played casino games, ate rich food and told others about it.
The casino was sold recently, but Baton Rouge residents hope the cultural and economic hub they have come to love will remain vibrant.
Cortana Mall was a hit for Baton Rouge area residents when it opened in 1976 at Airline Highway and Florida Boulevard. It, too, was a favorite place to meet, eat and shop — till new places to shop came along, including the Mall of Louisiana. Shoppers developed new habits. Cortana Mall was demolished in 2021 to make way for a $200 million Amazon distribution center.
Downtown New Orleans has gone through ups and downs for decades, especially the Warehouse District. Visionary leaders pitched hosting the 1984 World's Fair in that neighborhood. The fair was a financial bust, but its legacy has been an economic boon to the neighborhood, the city and the state.
New Orleans East needs that kind of boon.
Last month, economic development officials said a Propel Park project would bring significant growth near in New Orleans East. The 50-acre development concept would be the most significant industrial development in New Orleans in about 20 years, they said, with more than 1 million square feet of office and warehouse space. Textron Services is expected to be the first tenant, bringing a regional presence as a builder of aviation and military equipment at Slidell and Chef Menteur Highway facilities.
Jazzland sparked a lot of excitement when it opened in New Orleans East in 2000. A few years later, it became Six Flags New Orleans. When Hurricane Katrina flooded much of the park, a dream died in the floodwaters.
Now, nearly 20 years later, there are hopes that something big is about to happen.
Earlier this month, the New Orleans Redevelopment Authority, a public agency authorized to serve as landlord for the city-owned site, reached an agreement with Bayou Phoenix, the development team chosen to revive the 227-acre tract. The agreement paves the way for a public presentation of the developers' vision at a community meeting scheduled for March 27 at Franklin Avenue Baptist Church at 6 p.m.
Troy Henry, a Bayou Phoenix partner and group spokesman, says his team plans to provide citizens with more specific information about the project's business plan, job opportunities and economic impact. The 24-month agreement I reviewed says Bayou Phoenix will abide by city anti-discrimination, hiring and employment requirements.
Folks in New Orleans East have had their hopes dashed by previous whispers about Amazon and Walmart, among others. Now, hope has returned.
NORA Executive Director Brenda Breaux told me that the agreement doesn't include specific incentives, but there will be efforts to identify city, state and federal incentives.
I asked Breaux and Henry separately whether this project should be viewed as one that will benefit The East, the city and the state. "Yes," said Henry. "There's no venue in the region like this."
"You are absolutely right," added Breaux. "It'll be a gateway into New Orleans and a gateway out of New Orleans."
Depending on which tenants sign on with the project, Henry said an early study projects about 9,200 direct and indirect construction jobs, about 1,400 permanent jobs, about $110 million in indirect business tax benefits over 10 years — and an overall impact of about $2.5 billion. "There will be an economic impact across the region," he said.
Breaux said Louisianans should think about the Bayou Phoenix project the same way they think about the World Trade Center and Harrah's Casino at the foot of Canal Street. Both sites sat dormant for years, but in each case, the right vision — and time — made the difference for the city and the state.
Breaux and Henry are excited about the latest agreement. Still, they know a lot of work remains. Breaux cautioned all to "manage expectations." The project "will take some thoughtful consideration by everyone."
Like elsewhere in New Orleans, Baton Rouge and across the state, such projects require careful planning and painstaking work to make dreams and desired economic impacts a reality.
Folks in New Orleans East are tired of waiting. They deserve a citywide, regional and statewide home run.
