Gadsden riverfront resurgence
Story by Katie Bohannon
Submitted Photos
Three years ago, the City of Gadsden introduced a premier, multi-purpose rental facility with the heart of its community’s interests in mind. Today, The Venue at Coosa Landing resides at the forefront of Gadsden’s entertainment scene, housing spectacular events each week on the banks of the Coosa River.
The Venue’s inception symbolizes the third phase in the further development of Gadsden’s riverfront, coinciding with the Coosa Landing Boat Launch and The Riverwalk at Coosa Landing. The Riverwalk debuted five years ago in late 2016 as a two-year project including pedestrian boardwalks along the river, a pedestrian bridge, a pier, docks and three pavilions. While The Riverwalk neared completion in October of the following year, the Gadsden City Council approved a $12.5-million bid for The Venue’s construction, announcing its creation in early 2017.
“The mayor (Sherman Guyton) wanted to purchase the property when it was available, and we had all talked about developing the riverfront,” said Director of Governmental Affairs and Economic Development for the City of Gadsden, who was instrumental in The Venue’s establishment. “We had just opened the boardwalk there, and we were working on The Venue at the same time. We were also working to recruit some retail businesses and some developments from the hotel industry. After talking with several people, we thought we needed an entertainment-type venue, so we started with that.”
Though Gadsden provides ample rental properties in spaces such as the Pitman Theatre, the Downtown Civic Center and 210 at the Tracks, The Venue served as a replacement for its antiquated predecessor, Convention Hall.
Birmingham architectural firm Cohen Carnaggio Reynolds, Inc. was responsible for The Venue’s design, converting the pre-existing vacant building at 201 George Wallace Drive – once a Kmart – into a 21st-Century masterpiece.
When The Venue opened its doors to the public in September of 2018, it emerged as 55,000 square feet of possibility. As a multi-purpose facility designed to accommodate a plethora of events, The Venue houses three meeting rooms capable of separating into individual spaces for more privacy or smaller sizes or combining to form one grand hall.
The meeting rooms seat up to 200 people, with the facility’s 15,000-square-foot Main Hall housing 1,200 visitors. Like all areas of The Venue, the Main Hall adapts to each event’s precise needs, dividing into two expansive ballrooms at the snap of a finger. A stage equipped with a premier audio-visual system (that extends to all areas throughout the facility) proves perfect for concerts, plays and other performances.
The Venue’s stainless steel commercial kitchen caters approximately 2,000 people, alongside a concession stand in the main lobby. Two mirrored dressing rooms with bathrooms and nearby backstage access join a multi-functional green room and a fully furnished patio, directly intertwining with the riverfront parks and marina, so guests can freely filter indoors and out. A special opening allows for vehicle access inside the facility, making event preparation, assembly and organization simple and efficient.
“Mayor Guyton, the administration and the City Council all bought in on the project,” said Davis. “The Venue has helped with local events, but it has also expanded what kinds of events we can host and bring to Gadsden. I don’t know of another facility like it in Northeast Alabama.”
Holiday parties, exhibits, fundraisers, conventions, trade shows, banquets and conferences are among the ceaseless types of events The Venue houses on a regular basis. From enticing food vendors aligning the walls at A Taste of Northeast Alabama to childhood literacy supporters gathering at elaborately decorated tablescapes at The Girlfriend Gala, from private birthday parties and weddings to Mixed Martial Arts fighting and Gadsden’s first-ever Latin Festival, The Venue encompasses all spectrums of entertainment.
The Venue Administrative Supervisor Scott Elkins oversees the facility’s successful operation, working closely in conjunction with his fellow staff members and Marketing Director Deb Hawkins.
Prior to supervising The Venue, Elkins held a position at Gadsden’s Parks and Recreation Department, managing the Downtown Civic Center, 210 at the Tracks, the Pitman Theatre and Convention Hall. While Elkins’ previous experience with rental venues enlightened him to the importance of premium customer service, he shared that one unique aspect of working at The Venue is the freedom to recruit events to the space himself. He and Hawkins brainstorm events beneficial for the community for citizens to enjoy, giving them the opportunity for new experiences in the comfort of their hometown.
“The Venue reaches the whole community,” said Elkins, describing how its multi-purpose design accommodates all preferences and interests.
Elkins said pleasing his customers remains synonymous with The Venue’s success. He hopes for further growth in The Venue’s future, with the location serving as a hub where the community can convene time and time again.
“What I’ve learned is even though we might have 160-plus events in a year in the Main Hall, to that one person (hosting the event), that’s their only event that year,” said Elkins. “You have to treat that as the only event you have the whole year. You have to make sure that it’s special, regardless if it’s a birthday party for 25 people or an event for 1,500. I enjoy the people the most, of course … seeing them happy. I enjoy the people the most, of course … seeing them happy. Making people happy – that’s what it’s about.”
In August, the City of Gadsden announced the opening of Park Boulevard, yet another addition to the riverfront. As a $1.3-million project financed through Tax Increment Financing funds designated specifically for the area, the road connects The Venue to the Coosa Landing Boat Launch.
Convenience and safety are two positive impacts Park Boulevard poses for the city, with the location home to several fishing tournaments and events throughout the year. Park Boulevard allows for overflow parking at The Venue, improving traffic flow and providing anglers and boaters with a direct route to the boat docks.
“Most cities would love to have a river running through downtown,” said Mayor Sherman Guyton. “This road is an important step in continuing to develop the riverfront and make the area more accessible.”
