By turning the decaying former Sears Catalog Merchandise Center building into South Side on Lamar, a thriving 457-unit loft complex, he was merely doing his job. It's what the Canadian-born Matthews has done for almost his entire life. The way he did it, however, proves that he is more than just a real estate developer. He's a great one.
Because any developer can buy a historic building and reconfigure it into lofts. The downtown area is full of them. A few have even succeeded. But it takes someone with a vision to make that kind of project work. For Matthews and South Side, it came down to a simple idea: art.
There wasn't much of that when Matthews came around. There wasn't much of anything. Seven years ago, when Matthews bought six buildings and 17 acres on Lamar Street, the area seemed like a lost cause. "There was mainly just through traffic," Matthews says. "It wasn't dangerous, just neglected."
But Matthews thought he was onto something, so he bought another 16 acres, a stretch of land running all the way down Lamar, almost to the Dallas Convention Center. It committed him to the area and the idea of making something happen. He set about transforming the Sears building, originally thinking he should start slowly, a four-phase rollout that initially would include only 150 lofts.
He knew, though, if South Side was going to work, he needed to get as many people into the building as possible. The four-phase plan was whittled down to one. But living in a historic building wasn't enough to attract the critical mass of people Matthews needed. And it wouldn't satisfy the low-income housing obligation of the HUD loan he had obtained to get the project off the ground. That's when Matthews got creative. Literally.
Before one lease was signed, Matthews set aside the building's former loading area as an artist's colony, 14 lofts that would include living areas and studio space. To attract artists to fill the space, he offered an enormous break on rent. The lease agreements varied, but generally, the artists would receive 1,000 square feet in exchange for $250 a month and one work of art.
It was the textbook definition of a win-win situation: Matthews had an eclectic mix of residents that he believed would transform South Side into the kind of community he envisioned, and the artists had the time, money and space to fully dedicate themselves to their work. It could change everyone's lives.
Both Matthews and Charlie Robbins-Steele, South Side's creative director, point to Jennifer Morgan as proof of that. Morgan laughs when she hears of this later; it's not the first time they've called her "a living, walking example" of what can happen at South Side.
"There are worse things to be a poster child for," Morgan says. "I'd rather be a success story than not."
When she was accepted into the program, Morgan was working full time as a graphic artist. She painted when she could and had reached a small level of success--selling a painting or so a month--but Morgan hadn't really been able to commit herself to being a working artist. After she moved into South Side in September 2001, she could.
"The program, really, the first year it just gave me the opportunity to save up a bunch of money and get my Web site going and all the stuff I needed," Morgan says. "And then in May when I quit my job and I started focusing all my energy on my painting, it was just a couple of months after that when it really started picking up."
Soon enough, she was showing and selling her work all over town. Plus, by living and working with other artists, she made important connections, not only in the local art scene but with her own work. Her paintings began to change, to deepen.
After two years, she moved upstairs into a bigger loft. But she misses the old days.
"It was like a dorm. You could just go knock on people's doors and hang out with them in their studio and see what they were working on."
That's where she met C.J. Davis, a fellow member of the artist-residency program. He had found out about the setup at South Side through his friend and artist Kyle Wadsworth; they both showed their work at 500X Gallery. Davis admits that, in the beginning, the caliber of artists in the program left something to be desired.