J Magazine Fall 2017

their space plays host to weddings and
wrestling matches or sees an electronic
dance music, hip hop or death metal set
within the span of a week.
Whatever the offering, the business
calls to memory the same refuge as a
speakeasy: a stylish, well-stocked
“hole in the wall” that readily provides
entertainment for a crowd
of all ages and genres.
Having cemented a place
in The Elbow, 1904 feeds
into what Hunnicutt describes
as the symbiotic
nature of Downtown businesses
with the shared
goal of bringing people
back to the area, filling the
void where local artistry
often falls.
“I think what we really
contribute is the music,” he
says. “But I also think that
as a part of The Elbow, we’re
working to make Downtown a
destination. We’re playing a role
in consistently bringing people from
around the city — not just to our venue,
but to a place where they can view murals,
see the river, the architecture Downtown
and all of the things that make this
city special.”
The trio recently acquired a grant
through the Downtown Investment Authority’s
Retail Enhancement Grant Program
that enabled them to add 80 seats
to 1904’s newly renovated courtyard patio
for an outdoor bar and beer garden open
seven days a week.
With the loftier goal of franchising
Spliff’s, they hope to add yet another
notch to their contributions to the
Downtown area. In the meanwhile,
though, they just want
to see more people return for
Downtown’s renaissance.
“It’s taken time for us to
build a reputation, and it’s
been nice to see such a warm
reception from the city,” De-
Castro said. “And hopefully
we’ve helped in showing people
what Downtown is like.”
JASMINE MARSHALL is a Jacksonville-based
journalist and creative writer.
She graduated from the University of North
Florida in 2015. In her spare time, she can
be found trekking the First Coast with her
camera.
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J MAGAZINE | FALL 2017