A grand old lady of the Augusta entertainment community was farewelled during a ceremony Tuesday morning.
A groundbreaking ceremony signaling the start of construction of the new James Brown Arena (JBA) was held near the box office of the existing arena. The original building first opened in 1979 as the Augusta Civic Center.
Augusta Mayor Garnett Johnson said he remembered attending his first concert at the arena as a kid, Parliament Funkadelic.
“This new arena represents the next generation for all these kids that are sitting here,” he said. “I can’t wait until they’re our age and telling the story of where they were when we were having the groundbreaking for this arena that will for generations, produce great concerts and life memories for all those who call this region home.”
Brad Usry, Chairman of the Coliseum Authority’s New JBA subcommittee, ticked off the benefits the new arena will bring. A state-of-the-art venue providing an unmatched entertainment experience. It will have a 10,000-seating capacity, create 600 permanent jobs, and have a $1.6 billion impact in direct and indirect spending.
“But let’s not lose sight of what really matters. This moment is bigger than a building. Today, we are reminded of what’s possible in Augusta, Georgia, that our best days can be ahead of us if we work together,” he told the crowd. “This project is the largest in the city’s history. Once complete, the new Augusta arena will be ten stories tall and over three football fields wide. And I have a feeling that this is only the beginning. The best is yet to come.”
Those attending the event read like a Who’s Who of area business and government leaders, including Augusta District 1 Commissioner Jordan Johnson, Bennish Brown and Jennifer Bowen of Destination Augusta, Margaret Woodard of the Downtown Development Authority, Sue Parr of the Augusta Metro Chamber of Commerce, Rep. Karlton Howard (Ga. House District 129-D) and Rep. Mark Newton (Ga House District 127-R).
“I’ve loved the fact that as a representative, I get to represent both Augusta and Columbia County,” he told ABD. “It’s the Greater Augusta area I would call it. And I think this project is just one of many that is enhancing the vitality of downtown. All of us want a vibrant downtown, a safe downtown, a growing downtown, things that people can use to enjoy with their friends and family, and this one’s for decades to come.”
It is a project that very nearly didn’t happen.
Initially, Richmond County voters were asked to approve a property tax increase to pay for the $235 million project, a request soundly rejected in November 2021.
The Augusta-Richmond County Coliseum Authority went back to the drawing board. They devised a plan for a half-cent Construction Special Purpose Local Option Sales Tax (CSPLOST), but that required approval by the state legislature before going to voters. Members of the local delegation championed it in Atlanta.
“I think it was a well-thought-out plan. It was amended, those of us who sponsored the legislation did see some areas that would make it challenging to get all the way through the process,” Newton explained, adding it had to pass both the Georgia House and Senate and be signed by Gov. Brian Kemp (R).
“And so, I think by us all working together, we were able to get that done, get it across the finish line with House Bill 231. We had a great effort, and it got amended along the way. And by doing that, I think that flexibility allowed us to end up in a good place,” Newton said.
One noteworthy amendment was to add a provision capping the amount to be raised at $250 million.
In November 2023, Richmond County voters approved enacting the sales tax. Collection of the tax began in April.
Two points helped persuade Richmond County voters to approve the bond referendum. First, an estimated 40% of the money collected will come from people outside the county who spend money on goods and services in Augusta. Second, the new arena benefits more than just Richmond County.
“This is just a regional victory for us,” Russell Lahodny, President and CEO of the Columbia County Chamber told ABD. “With a growing community, to have a state-of-the-art facility that services our region, it’s a win-win for everybody. Having the ability to see shows, concerts, things of that nature, the possibility of sports activities in our neighborhood, it just adds that quality of life that we all want in a community that we live in.”
Coliseum Authority Chairman Cedric Johnson said they never would have gotten to a groundbreaking without widespread support.
“This has truly been a journey of love and very hard work, but our commitment to you today is to keep on working hard,” he promised. “After the legislation was passed to do this, we thought that was the hard work, but the really hard work is now. So, we ask and solicit your prayers and help. We will be calling on each and every one of you for information or sometimes just support. But we are so proud of this day. We’re so happy that we’re here.”
Johnson anticipates demolition of the original JBA, designed by renowned architect I.M. Pei, who also designed the penthouse on top of the Lamar Building, the former Augusta Metro Chamber of Commerce Building on Broad Street, and the Rock and Roll Hall of Fame, will begin within 60 days. Once demolition is finished, it will take about 36 months to complete the new JBA. It will include a concourse connecting it to the recently renovated and re-opened Bell Auditorium.
Updates are available at www.newaugustaarena.com.
