The Jacksonville Landing was designed and built by the Rouse Company, who developed a number of similar structures in other cities. It opened its doors on June 25, 1987. The Jacksonville Landing hosted a week long celebration featuring a drum and bugle corps, balloon release, community choirs and national acts. The Rouse company partnered with City of Jacksonville, who contributed $20 million toward the construction of a festival marketplace that would revitalize the city's core.
