Mostly vacant for more than 20 years, one of downtown’s last iconic underused buildings, the Keeler Building on North Division Avenue, will again see new life under the care of Chicago-based developers Franklin Partners. Since word came out that Franklin Partners had purchased the building from long-time property owner James Azzar in January, many rumors have swirled as to what the redevelopment plans would entail for the seven-story office building.
Preliminary plans shared with Rapid Growth include a full renovation of the interior and exterior of the building, which will transform the historic venue into office space for up to 1,200 employees (no tenants have been named at this time), with retail storefronts along the ground floor. The ornate red brick and terra cotta exterior will be restored, and the removal of part of the second floor at the northeast corner will allow for a two-story glass enclosed atrium. An entire new streetscape will be put in along the exterior, which has been blocked off to pedestrians for over a year due to the deteriorating areaway under the sidewalk and the city’s fear of a collapse.
Much like Franklin Partner’s rehabilitation work on 25 Ottawa and 99 Monroe, the best features of the 102-year-old building will be highlighted and accentuated. The interior will receive all new mechanicals, elevators, and restoration of the interior design elements, as well as include “a fitness center, common areas and ground floor retail,” according to Julie Maue, Director of Marketing for Franklin Partners.
“This will basically be a brand new building once we are done. We have always been a ‘value add group,’ so we love big and empty (buildings),” says Don Shoemaker, Managing Partner for Franklin Partners. “It’s fun to work in a city that wants to be the best and wants to experience growth.”
The Keeler Building, once the headquarters of Keeler Brass Company and called the “Keeler Exposition Center” when it opened in 1914, has served many roles in its lifetime. It was designed by architect Eugene Osgood, who, along with his father Sidney Osgood, ran the firm
Osgood & Osgood, which designed several other notable buildings around the city, including the Corl Knott building at 25 Commerce and the Masonic Temple on Fulton Street. Shortly after opening, the Keeler Building was renamed the Keeler Furniture Exhibition Building and hosted furniture designers from several West Michigan furniture companies and from around the country.
After 80 years and multiple owners, Ellis Parking bought the predominantly vacant building in the 1990s and petitioned the city to allow them to demolish it for a surface parking lot. The Historic Preservation Commission blocked those efforts, although Ellis still owns a lot at the South end of the building.
The area around the Keeler on North Division has seen a flurry of redevelopment activity, with the largest sign of activity coming from Kendall College of Art & Design’s offer to purchase the county building across the street at 82 Ionia for student housing and activities.
Franklin Partners recently sold their 25 Ottawa and 99 Monroe projects, and are doubling down on downtown Grand Rapids with the Keeler Building purchase and upcoming plans for the Display Pack factory building on North Monroe.
Concept Design Group is serving as architect on the Keeler Building renovation.
Jeff Hill is the former Publisher of Rapid Growth Media, and now works in the residential construction and development industry.
Images courtesy of Franklin Partners, Grand Rapids Public Library and the Grand Rapids Public Museum Archives.
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