The Up And Down History Of Miami’s Lincoln Road

Like businesses, relationships, sports teams and even the stock market, roads, too, have their ups and downs. Once known as the 5^th Avenue of the South (in the 1920s), Lincoln Road has suffered the roaring highs and a couple decades of the disappointing lows.

In the 1950s, architect Morris Lapidus, whose portfolio contained the Fountainbleau and Eden Roc Hotels, was commissioned to redesign Lincoln Road, and did so with fountains, gardens and an amphitheater. High end retail stores, such as Saks and Bonwit Teller, attracted affluent shoppers, and celebrities alike. Buyers used to come to Lincoln Road in the winter to scoop the following summer’s swimwear fashion trends.

In 1962, eight blocks of Lincoln Road were repaved and redesigned in Lapidus’ own MiMo style, creating one of the nation’s first pedestrian-only malls.  However, at the time, and especially in Miami, the US was riding an automotive frenzy as a result of the emergence of the automobile following its unavailability during WWII, and the development of the muscle cars of the 1960s. There was even a Cadillac dealership on Lincoln Road at one time.

A high point came again in the mid-80s when artists started to move in, and by the early 90s, Lincoln Road was one of Miami’s pulse points. The transformation from “5^th Avenue of the South” to South Beach’s Living Room,” did not necessarily dampen the community’s popularity. Rather, it formed the persona that is still seen today in the eclectic charm and glitz of South Beach. The Bohemian spirit of artists, models, photographers, and inline skaters that once colored Lincoln Road remains within the spectrum of humanity of the region.

Within the last two decades, however, Lincoln Road simply lost its luster.

 Since then, Lincoln Road has been perceived as an outdoor mall for tourists anchored by big box stores and kitschy restaurants. While existing locales like Time Out Market, Fritz’s Skate Bike & Surf, Chotto Matte and Lulu Laboratorium, or arts and entertainment venues like the New World Symphony, Colony Theatre, or Fillmore tell a different story, the City of Miami Beach recently committed $67 million to revitalize Lincoln Road. James Corner Field Operations, the lead designer of New York’s famed High Line, is tapped to design and carry out Lincoln Road’s Master Plan. In exchange, Lincoln Road has committed an additional $16 million, which will go towards activations and programming.

As the James Corner master plan takes form, the Lincoln Road District is positioning itself as the epicenter of Miami Beach’s arts & culture, with the most important music and theater venues in the district: the New World Symphony, the Fillmore at the Jackie Gleason Theater, the Colony Theater, and the Lincoln Road movie theater. In addition, Lincoln Road is unveiling its first major public art exhibit this November, presenting 13 monumental sculptures by renowned Colombian artist Fernando Botero. They will be installed and on display during Art Basel, the most important art fair in the city, taking place just one block from Lincoln Road at the Miami Beach Convention Center.

So it seems Lincoln Road is on the upswing once again. At 1 Lincoln Road, the Ritz-Carlton Spa, South Beach is undergoing a multi-year, property wide reconstruction that will culminate in late 2019 inclusive of guest rooms, suites, spa, Club Lounge, restaurants, bars, meeting spaces, lobby and even the pool. The reopening of the Ritz-Carlton is just one example of good times to come.

Other indicators of the upward trend include the opening of Mila, a fine dining MediterrAsian multi-sensory concept, and restaurants Chotto Matte, Juvia and Meat Market, which are all continuing to draw hungry crowds. Lincoln Road is also home to two food halls – Timeout Market Miami and Lincoln Eatery. In addition to an abundance of mom-and-pop retail shops and name brand retailers, there are also more than 10 art galleries throughout Lincoln Road.

Just like its endurance after some of the nation’s worst hurricanes, South Florida has managed to always find means to both reach a high point as well as not get discouraged by the low points. Lincoln Road is just a small example of the spirit of the greater Miami Beach area.