New life for Berkman II? Owners seeking Commercial CBD Rezone

[jaxnyc79]

No. It's too expensive and there's no development at the moment near it. Just a lot of talk.

Spending money on the Jail would be a colossal waste at this point.  Downtown Jax sucks in too many other places to scapegoat the Jail in its current location. 

[blizz01]

Any speculation on the brand?  While it looks Margaritaville-esqe or Guy Harvey-ish, the Daily Record said that it wasn't a Margaritaville for sure.

[KenFSU]

Any speculation on the brand?  While it looks Margaritaville-esqe or Guy Harvey-ish, the Daily Record said that it wasn't a Margaritaville for sure.

Seems far-fetched to me that they've actually land it, but I've been hearing a lot of speculation today that they want Hard Rock.

[Charles Hunter]

I'll go with Holiday Inn.

The guy already has a relationship with them, and there is Holiday Inn water park resort in Orlando.

Holiday Inn Express - so people will be smart after they stay there ...

[blizz01]

Guess we don't get the casino with the Hard Rock....

[KenFSU]

^No casino, but it's going to be Hard Rock.

I'll happily eat crow if I'm wrong, but I'm like 99% sure.

Perhaps with a southern rock theme.

Million dollar question is whether it's a legit possibility, or if they're floating an unrealistic pipe dream to secure incentives.

[pierre]

^No casino, but it's going to be Hard Rock.

I'll happily eat crow if I'm wrong, but I'm like 99% sure.

Perhaps with a southern rock theme.

Million dollar question is whether it's a legit possibility, or if they're floating an unrealistic pipe dream to secure incentives.

Call me a cynic. But I am going with option B.

[Captain Zissou]

Here we go!!  https://www.jaxdailyrecord.com/article/lawsuit-hits-new-owners-of-berkman-plaza-ii

[CityLife]

^No casino, but it's going to be Hard Rock.

I'll happily eat crow if I'm wrong, but I'm like 99% sure.

Perhaps with a southern rock theme.

Million dollar question is whether it's a legit possibility, or if they're floating an unrealistic pipe dream to secure incentives.

Call me a cynic. But I am going with option B.

All of the incentives requested are performance based and granted post construction. If the City isn't able to craft a development agreement that ensures that a quality development has to be built to actually be paid, it should get out of the incentive business.

[KenFSU]

Even more convinced today.

The JBJ just randomly posted some site plans for the Berkman inside of a (paid) article about the USS Adams (https://www.bizjournals.com/jacksonville/news/2018/09/20/uss-adams-has-new-downtown-home-other-berkman.html).

The resort will have a swim-up bar and themed restaurants, a la Hard Rock.

And if you look at the areas that I've boxed in yellow (it's hard to see in the screen cap), there's even a Rock Shop in the actual plans, which is, of course, Hard Rock's in-hotel retail store:







Interestingly, the JBJ mentions the branded Hard Rock retail store without actually connecting the dots.

Amenities

Architectural and design plans drafted by Adache Group Architects provide a hint a hint at some of the other consumer-side amenities expected to be built at 500 E. Bay St., where the Berkman Plaza II has stood half-built for more than a decade.

Those plans include hotel amenities such as a lazy river, a swim-up bar, a fitness and spa room, 12,786 square feet for restaurant space, 8,239 square feet for meeting space, a 2,500-square-foot ballroom and a "rock shop" retail space on which they would partner with a major hotelier.

The developers, who are headquartered in Biloxi, are surely familiar with the brand as well, as Hard Rock sits right down the street from their Margaritaville hotel.



Hard Rock's gotta be the target.

[Captain Zissou]

If they add a southern rock museum to it, I won't hate it as much.

[blizz01]

The Orlando resort aside, San Diego has a nice Hotel only Hard Rock.  Never been to the one in Daytona.  The amusement component is throwing me though.

[CityLife]

Solid work SherlockFSU.

A Hard Rock with swim up bars and lazy river might actually activate Downtown more than any other project in the pipeline, as crazy as that may sound. Other than golf trips for guys in PVB/Amelia and St. Augustine for girls, Jax isn't really on the bachelor/bachelorette or birthday party circuit. Nashville's entertainment industry is practically built on this niche now. Not saying that a Hard Rock would even remotely pull in partiers like Nashville, New Orleans, Key West, Vegas, etc, but I do think it would bring a lot of people from within a few hours for weekend getaways and party weekends. You would also have a lot of locals, especially from the beaches and suburbs stay here and there as well, particularly when there are events. I'm sure some may not like the influx of Brad's, Chad's, and Bubba's, but virtually every major entertainment district in the country has their share of bros.

I also think there would be synergy between the hotel and Florida Theater, Daily's, the Arena, and festivals like Jazz Fest and Rockville. A few of the tropical Hard Rock Hotels have weekend long concerts/festivals hosted by bands, notably Dead and Co and My Morning Jacket. If tied to the Southern music angle like CZ suggested, there are all kinds of possibilities for festivals, events, and partnerships.

In my opinion, a Hard Rock hotel, if designed, executed, and managed well has a FAR greater chance of success than a convention center in DT Jax.

[Captain Zissou]

I know there's a killer 'Lazy river on the river' joke, but I just can't pull it all together.  I'll keep work-shopping it.

[Charles Hunter]

I am confused.  Somewhere upthread, someone said the 'water park' would only be for Hotel Guests.  How does that related to the "swim up bar"?  Are these separate amenities?