I agree with your concern about this elevation. but, i don't see south st as being a pedestrian friendly road. you have an i4 on and off ramp between garland and division with no traffic lights to slow or stop traffic. there aren't any sidewalks even. i think pedestrian traffic should be routed down church street where there will be a lot more people and places for them to spend their money.
as for the detailing of the south street elevation, i'd like to see the orlando magic logo done in grafiti or a large screen that broadcasts the home games. the lot across south is vacant so the local residents could pull up blankets and chairs and make an evening of it. i have long thought that the same vacant lot could become a dog park for the city of orlando since it butts up against I-4 anyway.