Gainesville officials are turning to the midtown district as their main focus for the next year.

As heavier demolition of the old public safety building on Jesse Jewell Parkway starts up this week and construction of a pedestrian bridge breaks ground in February, city staff say they are looking forward to the downtown-midtown connection.

To help promote job creation in the area, officials will push out information about the opportunity zone job tax credit, which gives incentives for employers to create two new full-time jobs next year.

"This is part of the long-term plan for the city of Gainesville to have the area revitalized," said Gainesville's assistant city manager Angela Sheppard. "This is an exciting part of that process."

City staff started public education efforts last year by sending out pamphlets to midtown property owners about the opportunity zone, which includes parts of the midtown and downtown Gainesville areas.

"Our first business took advantage of it this year by adding four full-time jobs," Sheppard said.

"We'll likely promote more information in the coming year."

Stifel Nicolaus investment firm, which opened its doors on West Academy Street in February, is the first Gainesville business to see the benefits. The Gainesville office is a branch of the national firm based in Missouri.

"When we decided to make the move, we didn't know anything about it, but it was great to hear," said Gainesville co-branch manager Will Hicks. "With any new business starting out, any time you can get tax credits to offset your startup costs will help."

The business can receive additional tax credits as it adds new jobs in 2011.

"We hope to continue to take advantage of the opportunity in the next couple of years," Hicks said. "We've been pleased with our move, and 2011 is looking good for investment firms."

Gainesville officials presented the details of the opportunity zone credit to Gainesville business owners during a midtown update meeting in October.

Any business that falls in the Gainesville opportunity zone that creates two new full-time jobs and offers health insurance can claim $3,500 against withholding for each job.

"It's like cash in hand. Owners can use it to help their businesses and grow more jobs, which can really redevelop and revitalize the area," said Dawn Sturbaum of the Georgia Department of Community Affairs. "I can really see this helping with restaurants and retail."