By TONY TAGLAVORE, Journal Services
Hall of Fame golfer Jack Nicklaus stood on Bossier land and said he was going to design a new course.
Elio Motors was going to take up the void left by the former General Motors plant, and build a three-wheeled car for which the world would stand in line.
Shreveport-born Kix Brooks, half of the Country Music Hall of Fame duo Brooks & Dunn, was going to open a downtown Shreveport steakhouse.
What do these promises have in common?
They became broken promises.
If you’ve lived in Shreveport-Bossier City for a substantial length of time, you’ve felt the disappointment. A person or business says they are going to do one thing to enhance our quality of life, but don’t do anything. So, the question begs, why should we believe the promises of Curtis Jackson — the former hip-hop artist turned businessman better known to millions of fans as 50 Cent? You know, the promises which — in his words — will transform Shreveport?
To get the answer, the Shreveport-Bossier Journal spoke with three local people who for the better part of a year, have been — and continue to be — closely involved with Jackson and his team. By several accounts, Orville Hall, a New York native and former rap singer who lives in Shreveport, is the man responsible for introducing Jackson to the city. However, Hall did not respond to multiple requests to be interviewed for this story.
Mayor Tom Arceneaux
“I think what happened with many of those other things is that people had great ideas of what to do with other people’s money, and other people’s money never showed up,” Mayor Arceneaux told the Journal in his office during a one-on-one interview. “The things he’s doing, he is doing with his own money. And he has the resources, He is a very successful businessman.”
What Jackson is doing is leasing the former Millennium Studios (now G-Unit Studios) — for $2,400 a year, along with maintenance costs — in return for bringing his television and movie productions to town.
“He (Jackson) revealed he has contracts with quite a number of television episodes. He has contractual commitments that are made to him, and that he’s made to others, which led me to believe this was the real deal, and in fact, he could do the things he was planning to do.”
Notice the mayor said “things”. Jackson wants to do more, much more, than produce movies and television shows. Jackson said he has bought five buildings — three of those on Texas Street. Presumably, some of those will be used to enhance downtown’s nightlife. The City and Jackson are in discussions to lease Stageworks of Louisiana, a former video production facility, which is being renovated to include basketball, volleyball, and pickleball courts. Mayor Arceneaux said Jackson wants to promote sporting events, including boxing and mixed martial arts events, and perhaps use the facility as an entertainment center.
Jackson has also expressed a desire to build a downtown hotel with a rooftop bar.
Janie Landry, Interim Executive Director, Downtown Development Authority
There has been criticism regarding the low rent the City is charging Jackson to lease the former Millennium Studios. Part of the City’s rationale is that having Jackson in town will attract other businesses. That appears to be true.
“There is one company (related to the entertainment industry) that has already located to Shreveport,” Janie Landry said. “They have a building under contract right now. They are doing their due diligence. They came to our market specifically because of 50 Cent and his production studio. We have one other company that’s out of town, and the president of that company said to me, “If 50 Cent is in Shreveport, I need to be, also.”
In one meeting with Jackson and his team, Landry brought up the many broken promises of the past.
“I shared that, so many times in downtown, we have met with developers, looked at studies, analysis of various projects, and have bought into those kinds of things. As many of the citizens have learned about potential projects, they would get excited. Then, those projects never materialized. I’ve expressed the importance of immediately being able to do things so people can see you are doing what you say you will do. That you are going to invest monetarily, and time-wise, and make a commitment to actually do what you say you are going to do.”
One of the tell-tale signs of the legitimacy of a business deal is the level of professionalism shown. Landry likes what she’s seen.
“I’ve been very impressed with the individuals who are representing (Jackson) — their attention to detail, and willingness to listen about perceptions and ideas that have been presented to them. There is excitement to learn about the level of investment he plans to make, and the concern he appears to have to do the right thing for the City of Shreveport and its citizens.”
Gerod Durden, Founder and Owner of Durden Property Group
In real estate more than 10 years, Gerod Durden has had his fair share of clients. Suffice it to say, Jackson is Durden’s most famous client.
“He looked at my remarkable work,” Durden said, laughing, when explaining how he connected with Jackson. In truth, Durden was already good friends with some of Jackson’s people.
“It’s been a really wonderful experience, to be honest with you. He’s definitely super sharp at what he does. He knows the entertainment business inside and out. He’s not just a rapper or singer. He’s really a business guy. His team is amazing. Anything we want, anything we need, they provide. They’re on the spot. Me and him speak a lot, pretty much daily . . . . I pretty much work with him hands-on.”
Durden said recently, he and Jackson took a six to seven-hour walking tour of downtown.
“He’s personally been inside each of the properties he’s purchased, and saw other opportunities as well, as we were touring the downtown area.”
Those other opportunities are ones which will fit Jackson’s vision.
“He’s been in a lot of venues, and knows when he’s purchasing (a building) what he wants to do with it. Within a day or two, we can have a drawing done. He moves pretty fast.”
Durden said Jackson is in the process of acquiring a piece of property on which he will build a celestial dome, similar to Sphere, a music and entertainment arena in Las Vegas.
“It’s going to be huge. That will be an attraction within itself, because I think there is only one in the United States — there are several abroad — but only one in the U.S. of this magnitude.”
Jackson plans on spending a lot of time in Shreveport, which is why Durden has given Jackson information on homes for sale. Durden says Jackson is interested in living either downtown, or on a lake.
“They’re New Yorkers, so they’re used to living in high-rises,” Durden said of Jackson and his team. “Here, he’s explored both options.”
What’s Shreveport’s investment?
According to the mayor, the City has not given Jackson any money, and has spent a relatively small amount of money to make any of this happen. Repairs were made to the studio to correct a flooding/drainage issue, and there was a big celebration and reception when Jackson and the mayor ceremoniously signed the studio lease.
“But in terms of subsidies or anything like that, we have not. He’s really coming in and making this investment with Mr. Jackson’s money, not taxpayers money.”
A seasoned lawyer and former city council member, Mayor Arceneaux has what is often a reliable gut instinct when it comes to people and what they say. The mayor’s gut tells him Jackson’s promises won’t be broken.
“I think he is a solid businessman. He knows what he wants to do, and has the resources to do what he wants to do. He has surrounded himself with a solid team . . . . I’ve probably spent a total of half an hour or 45 minutes in close conversation with Mr. Jackson. His persona is very different from the performer persona, at least from what I’ve heard. I haven’t seen or listened to his music, but I think he’s a very bright man who really wants to make a transformational difference in Shreveport. He chose the city to do that for and to do that in, and he intends to do it. I think he has an excellent chance of doing it.”
Contact Tony at SBJTonyT@gmail.com.