"I'm all in": Trussville developer talks progress, future of entertainment district

One early morning in December, a friend dialed up Coby Lake.

The friend wanted Lake to come see a house near downtown Trussville, a home the friend has since gotten under contract. Lake’s friend said that he was purchasing the home solely due to its proximity to the Trussville entertainment district. Lake told his friend that he felt good about the investment.

“I’m all in here,” Lake told his friend.

“When I say I’m all in, I’m all in on redeveloping downtown Trussville,” he said in retelling the story. “I mean, this is what I do every single day. I come to work and I work on redeveloping downtown Trussville’s entertainment district. I meet with my staff at Ferus [Artisan Ales] to make it the best it can be. That’s all I do. And obviously take care of my wife and kids.”

Lake, the developer of the Trussville entertainment district, said he has been “extremely happy” with the consistently positive feedback and success of Ferus Artisan Ales, the brewery and fixture of the new district. He estimated that the brewery brought in approximately 13,000 people in its first 45 days.

“The fact that it’s finally opened, and we’re able to experiment in the kitchen and experiment in the brewery with different beers, we’re trying to figure out what people like the best, what they want,” Lake said. “Just to have that interaction with people and get that feedback has been invaluable. And it’s fun. It’s fun to do.”

The fun will continue throughout this year. Lake said that at the end of last year, 95% of the construction had been utilities work, much of which happens underground. This year, existing buildings in the entertainment district will be remodeled. New buildings will begin popping up.

“The fun part is about to begin when you can see new buildings and see things getting remodeled,” Lake said. “The stage is almost done, which is really cool to see. It’s going to be fun.”

So far, Lake said, restaurants Melt and The Filling Station are coming to the entertainment district. Lake said there are 15 to 20 other businesses that have signed letters of intent to come to the district. There are 18 to 20 total spots available in the district, Lake said. Lake said he could not disclose the names of the businesses until leases are signed.

“But it is exciting to have that interest,” he said. “It’ll be a good mix. My goal is to have a mix of retail and restaurants and even some service shops. Maybe you can come and get a cup of coffee, get your hair cut, get a gift, drink a beer, have a steak, have a taco. You can kind of do a bunch of different things in the district. At least that’s the goal.”

The Trussville City Council awarded a $15.2 million bid to Russo Corporation for public improvements in the downtown area, and demolition started on the Braden’s Furniture building at the corner of Main Street and North Chalkville Road in January 2019. It will make room for retail, parking and maybe a small plaza area. The entire project is scheduled to be complete by June. At that point, Lake can begin filling spots. He hopes to have all the buildings constructed and leased out by the end of the year. Scott Plummer of Retail Specialists is leasing the spaces.

“We’re going to have a busy year,” Lake said.

Lake said that working with the city of Trussville during the process has been a “true team effort,” something that does not happen in every city in which he develops property. He said that a development like the one ongoing in Trussville would take 10 years to develop completely if it was just the private sector involved. However, with the city involved, it will be complete in half that.

“It’s amazing what you can do when you join forces,” he said. “When a city is behind you, you can really do some special things. We’re all on the same team, and it’s been very refreshing to me.”

Lake has said that he believes once the entertainment district is complete — musical acts on the stage, citizens in the retail shops, residents dining in the restaurants — the area will become the “heartbeat” of the city. He still believes that.

“I believe that Trussville is going to have people come not only outside of Trussville within the state of Alabama, but from other states to come visit this district, especially with the type of music acts we plan on bringing here to Trussville,” he said. “Trussville is already one of the most desirable places to live in the state, maybe the country. I certainly hope this will improve its desirability of places to live. You’ve got the school system. You’ve got the green space. Now you’ll have an entertainment area.”

The experience of developing this entertainment district has had a profound effect on Lake, one that has altered the way he sees his work. He said working hand-in-hand with Trussville officials has set a precedent for him.

“I will never go into another major development again, in any city, unless I know I have that support,” he said. “There’s no doubt about it. It takes two to tango. You’ve got to be on the same team. I’m all in in terms of the Trussville entertainment district. I have everything on the line here. I am all in into this district, into the city of Trussville. If this doesn’t work, I’m done. It has to work. But like I said, it’ll be hard for it not to work when I have the support that I have.”