111 Whiskey Row to offer food, shops, living

Sheldon S. Shafer, The Courier-Journal 9:07 p.m. EDT October 22, 2014

Three strategic historic buildings in the Whiskey Row project in 100 block of West Main Street are targeted for redevelopment with a mix of restaurants, shops, offices and apartments, the developers say.

The adjacent structures — 111, 113 and 115 W. Main, all of which date to the mid-1800s — will be combined into one project and function as one building, with about 85,000 square feet of space. The site is being marketed as 111 Whiskey Row, the developers said.

No tenants have been signed but initial interest was described as significant by Valle Jones and Craig Greenberg, Whiskey Row's co-developers.

They are working for the preservation-minded investment group that bought five adjoining Whiskey Row buildings in 2011 from Todd Blue for $4.85 million. The group, Main Street Revitalization, is led by some well heeled individuals with ties to Brown-Forman Corp. And Brown-Forman as a corporation is one of the partners.

Brown-Forman also recently announced that it had purchased two of the five buildings from Main Street Revitalization — adjacent structures at 117 and 119 W. Main — that the spirits producer plans to redevelop as a distillery and bourbon experience honoring its founding brand, Old Forester.

READ MORE: Louisville to profit from bourbon's golden age

WATCH MORE: Kentucky Distillers' Association on the Bourbon Impact Study

Greenberg and Jones said Tuesday that they expect soon to transfer the title to Brown-Forman for the two Old Forester buildings that stretch from Main to Washington streets, but they declined to disclose the purchase price.

Meanwhile, Brown-Forman has filed documents with the Metro Department of Planning & Design Services indicating that its two, four-story buildings will include the distillery, a visitor tour bourbon experience, a restaurant, retail space, upper-level event space and meeting rooms, along with a rooftop bar and garden.

Brown-Forman intends to apply for a change from C-3 heavy commercial to EZ-1 zoning to accommodate the property's redevelopment. The new zoning will need approval by the Metro Planning Commission and the Louisville Metro Council, and the design of the project must be reviewed by the Waterfront Development Corp.

Greenberg and Jones said the market and leases will ultimately determine how space in the 111 Whiskey Row complex is allocated. Jones declined to speculate on how many dwellings might end up being developed. There are already more than 30 large apartments available in the Whiskey Row Lofts project just west of the Old Forester buildings.

The 111 Whiskey Row plan is for restaurants and retailing on the ground floor, at least two upper floors for office and one or more upper levels for apartments. Construction should start by mid-2015, with the full buildout uncertain but proceeding to meet signed tenant particulars, Greenberg and Jones said.

READ MORE: Brewery tour plans coming to head

WATCH MORE: Brown-Forman puts whiskey in Whiskey Row

The developers see numerous positive signs that 111 Whiskey Row will lease up fairly quickly. Jones noted that Waterfront Park and the KFC Yum! Center are both close by and that an Aloft hotel and other projects, including the planned renovation and expansion of the Kentucky International Convention Center, are either under construction or planned.

Greenberg acknowledged that financing hasn't been secured, but he said the investors are pursuing obtaining both state and federal historic-preservation tax credits that could reduce costs. He said project architects, led by K. Norman Berry of Louisville, are working closely with state and federal historic-preservation agencies to make sure the restorations are as authentic as possible.

The developers said the investors have spent about $7 million on the purchase and stabilization of the Whiskey Row buildings. "We have been working on this project for a long time," Greenberg said. "We have a financing plan and we have finalized a plan for the redevelopment" of 111 Whiskey Row.

Reporter Sheldon S. Shafer can be reached at (502) 582-7089. Follow him on Twitter at @sheldonshafer.


2012 Best of Louisville mention

The City Experts Choice panel for this year's Best of Louisville Awards chose Whiskey Row Lofts as the runner-up in the category "Best Mixed-Use Project." Charles Cash, a member of the City Expert's panel, said "Then there's Whiskey Row Lofts demonstrating the multiple possibilities in historic building reuse, with the central grand stair as the organizing element." Cash is a Principal at Urban 1 LLC and the former director of the Louisville Metro Planning and Design Services. View the recognition in the July issue of Louisville Magazine, page 64.


Putting the Troll in Troll Pub

Insider Louisville covered the Troll Pub

Troll Pub: Under the building under the bridge is the hottest new place in town – also the coolest

In this triple-digit summer heat, I guess you could say any neighborhood in Louisville is hot.

But the inner blue flame of Louisville hotness right now is a one-square-block downtown building at Second and Washington streets.

And the core of that heat is in a corner basement of that building, down the stairs into a brick-walled sanctuary filled with framed poster album covers of Charlie Parker, Billie Holliday, Duke Ellington and Philly Joe Jones – cool and hot simultaneously.

Read more


Whiskey Row Lofts wins 2012 Ida Lee Willis Award

Whiskey Row Lofts was chosen as one of three recipients for an Ida Lee Willis award, a prestigious Kentucky-wide preservation award. The 2012 Preservation Project Award was presented at the Kentucky Governor's Executive Mansion in Frankfort on May 31 by the Ida Lee Willis Memorial Foundation who recognizes excellence in historic building preservation, advocacy efforts and lifetime commitment to preserving Kentucky's historic and prehistoric resources. Find more information about preservation efforts in Kentucky through the Kentucky Heritage Council


Doc Crow's has joined the Urban Bourbon Trail

Date: Tuesday, June 5, 2012
Urban Bourbon Trail
Image Courtesy | Louisville Convention & Visitors Bureau


Doc Crow’s Southern Smokehouse and Raw Bar now is an official stop on the Urban Bourbon Trail, the self-guided tour that highlights Louisville’s bourbon bars.

Doc Crow’s, at 127 W. Main St., offers flights with choices from more than 60 bourbons, according to a news release.

Doc Crow’s is the latest addition to the trail. As Business First previously reported, several establishments also were added to the trail last month.

The Urban Bourbon Trail passport program, open to anyone 21 or older, allows individuals to collect stamps from at least six participating stops and receive a gift that can be claimed at the Louisville Visitors Center, 301 S. Fourth St. The addition of Doc Crow’s brings the number of participating establishments to 21.

See full link here


"The Napa Valley of Bourbon" - Whiskey Row

See a cool slideshow featuring the Whiskey Row Lofts project and others to come along Main Street at We certainly won't complain about being a part of "The Napa Valley of Bourbon."


Out&About visits The Troll Pub

The Voice-Tribune's Ashley Anderson recently visited The Troll Pub Under the Bridge at Whiskey Row Lofts, writing a review that featured the "newest underground adventure." She enjoyed the food, atmosphere, plethora of tvs, and of course, the troll! Visit The Troll Pub to experience this adventure for yourself!


Plenty of excitement for March basketball games

The KFC Yum! Center hosted early rounds of the men's basketball tournament games in March. Washington Street and the rear of Whiskey Row Lofts became a street festival area and one of the most happening spots in town for fans of all sorts.


First Friday Trolley Hop with Magician Ron Saylor

The Downtown First Friday Trolley Hop in March will feature four 25-minute shows by magician Ron Saylor of California. Shows at 7:00, 8:00, 9:00, and 10:00pm in the Magic Theater are $10 each. Presented by Smerlin Entertainment. Art pieces by Kentucky School of Art students will also be on display and available for purchase across the hall in the Gallery. Cash bar by building restaurant, The Troll Pub Under the Bridge. or 502.267.3737 for tickets


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