Street Smarts

Developer and philanthropist Jessica Goldman Srebnick grew up in New York City, watching her father—developer and restaurateur Tony Goldman—dream up ways to transform forgotten neighborhoods into unforgettable destinations.

He was one of the masterminds behind the juggernaut that is SoHo, where he bought and renovated multiple properties and launched popular restaurants like The Green Street Café and The SoHo Kitchen and Bar. Similarly, he also made a lasting mark on Philly’s 13th Street, transforming the seedy area into an edgy district bustling with boutiques, businesses, restaurants, and cafés.

In 1985, he turned his sights to the neglected Art Deco buildings on Miami’s Ocean Drive, known at the time as a retiree hangout. He purchased 18 properties in 18 months. “God’s waiting room,” some called it. Tony pictured beautiful people strolling along, couples toasting at outdoor dining tables, and live performances—in short, lights, music, laughter, and diversity. His keen developer skills made it all happen, earning him recognition in the Miami Beach Hall of Fame for his contributions. Today, in part because of his dedication, South Beach is an electric, global destination. 

As a child, Jessica soaked in her father’s passion for not just developing buildings but transforming a street’s entire personality while building up its people. One of his favorite sayings, or “Tony-isms,” was “Feed the neighborhood, and it will feed you,” which is the perfect example of this well-rounded approach.

After six years of following her own passion and working in retail fashion, Jessica entered into a one-year contract with Goldman Properties in 1997. Fast-forward to 2024, and she is now acting president and chairwoman, guiding the multi-million-dollar company’s growth with the lessons of her father continuing to guide her. 

Defying typical developer tendencies—research, build, and leave to make money elsewhere—Goldman Properties continues to invest in an area’s functionality, culture, and soul. “What we do is we go in and come up with game-changing creative ideas to infuse energy and pedestrian activations into the neighborhoods we are developing,” relates Jessica. “My dad always said that a great restaurant will drive people to a not-so-great place.”

Before his passing in 2012, Tony and Jessica turned their attention to Wynwood in Miami. From a blank slate of rundown warehouses, they imagined a vibrant arts district.

“Every neighborhood has its own DNA. We found Wynwood to be an inherently creative environment. There was graffiti everywhere,” recalls Jessica of her first impressions. Leaning into the brashness and urbanity of this street art, they turned a gravel parking lot into Wynwood Walls, one of the largest outdoor street art museums in the world. It opened in 2009.

This visceral attraction draws millions of visitors. Covered in glorious large-scale murals by some of the top names in street and contemporary art, “It has evolved into an urban art form that others around the world are trying to replicate. It’s impossible to pigeonhole it into just one style. There is something for everyone, and it is joyous and hopeful,” says Jessica of the collection.

The museum’s footprint has grown over time. Today, the campus includes its namesake walls but also indoor galleries, a popular retail store, and an authentic subway car. Its investment in sculpture is growing. Jessica and her team are always dreaming up new exhibits and installations to give visitors a reason to return.

As lead curator, Jessica works tirelessly to seek out new, undiscovered artists. One of her favorites is Kai, an internationally known street artist. Raised in Los Angeles, he was born to a French-Tunisian father and Mexican American mother. As a result, his art comes from a melting pot of vibrant histories, traditions, and celebrations. His signature “IF” (Imaginary Friend) character—with no discernible color, sex, or race—is warm and relatable and well worth a visit.

“All of Kai’s work makes you feel good, and his execution is gorgeous,” says Jessica, adding that Canadian artist Sandra Chevrier is another contemporary/pop urban creator close to her heart. “I saw a painting of hers at a fair and I absolutely flipped,” says the entrepreneur of the moment of discovery. Chevrier’s groundbreaking mural La Cage L’Ombre de Ton Omber (aka Shadow of Your Shadow) is one of Wynwood Walls’ most popular pieces.

Asked why art is such an integral part of Goldman Properties’ approach to revitalization, Jessica responds that it’s because art “doesn’t give you an answer. It makes you think; it makes you question; it makes you feel. We want to improve the quality of life for as many people as we can in the places where we work, and art is a part of that,” she elaborates. “I really believe that art changes people’s perceptions, energy, and attitudes.”

The entrepreneur took the success of Wynwood Walls one step further by establishing the Wynwood Walls Foundation. Part of each museum entrance fee (a very reasonable $12 for adults, $5 for students and seniors, and free for kids 12 and under) supports the foundation, which in turn supports vital community organizations. All foundation recipients have a tie-in to art and creativity in some way, and many support disadvantaged youth.

Each year, the museum’s curation centers on a theme. This year’s theme is “The Power of Purpose.”

“We believe in the power of purpose,” says Jessica of the choice. “Every person has a platform; every person has an opportunity to determine their own purpose. Purpose has a ripple effect. I know that, as a company, our sense of purpose has created a ripple effect, and that has become our artistic stamp on the world.”

Also on the horizon is Volume II of Walls of Change: The Story of the Wynwood Walls. The first volume explores the creation and history of the Wynwood Walls through the lens of iconic street photographer Martha Cooper, with commentary from the world’s foremost artists in the field. The second volume will take us up to current-day exhibitions and installations with a behind-the-scenes view of the production of these masterpieces.

For how long will Goldman Properties focus on Miami? While the company prides itself on continually being on its toes, it still has a lot of work to do in Wynwood. “We are always looking to expand and improve,” says the company chair. “I would say that we are very opportunistic, and focusing on another neighborhood is definitely possible.”

In fact, anything is possible. At the end of the day, Jessica’s goal is to improve the quality of life of others while putting her creative fingerprints on the planet. As a busy mother of three, she is quick to admit that her boys and her husband are the absolute joys of her life. “I love being busy; I love being active. It’s wonderful to have multiple things that bring you joy in life,” says Jessica. “I am passionate about what I do. My life has purpose and meaning.”