Berkman II Property Sold to Choate

[marcuscnelson]

Weren't they part of one of the Ford on Bay proposals?

I was actually open to incorporating this site into Shipyards West Park, especially if an equivalent site might well eventually materialize across Bay Street once the jail thing eventually happens. But if these guys are actually ready to move quickly then maybe just leaving decent space for the Riverwalk is sufficient.

[Ken_FSU]

Four Seasons will do a lot to prove out higher ADRs and high residential price per square foot for branded residences.  Gateway and Related provide further support at lower tier brands or unbranded (assuming Related switches to condos).

The Gateway hotel at Riverfront Plaza is an interesting one to me. Gateway's planning a five-star hotel (JW Marriott seems like the most likely fit). Hard Rock would obviously serve a different type of traveler, but wondering if a market exists for two five-star(ish) hotels along the river with the Four Seasons right down Bay Street.

[MakeDTjaxGre@tAgain]

https://www.jacksonville.com/story/news/local/2025/07/31/hard-rock-hotel-downtown-jacksonville-talks/85423450007/

https://seminole.hardrock.com/

Nice call!

https://www.jacksonville.com/story/news/local/2025/07/31/hard-rock-hotel-downtown-jacksonville-talks/85423450007/

Almost happened in 2018. Hard Rock was very bullish on the Berkman 2 site when the USS Adams and Shad Khan's initial Shipyards proposals were on the table. When those plans fizzled, so did their interest. With the Four Seasons, Shipyards West, MOSH, and Orleck all rising up, hopefully it comes across the finish line this time.

Looks like it might be actually.

[heights unknown]

What I get out of the article is no one knows for sure yet but they're trying to get a developer. It appears they are, and were working it. Hopefully, maybe, might, "fingers crossed;" y'all know how that goes. I for one hope it happens.

[Charles Hunter]

Hard Rock?

One near Miami looks like a big guitar. What could the Jacksonville Hard Rock look like?
- Drum?
- Keyboard?
- Tambourine? (ooh, could be a big ferris wheel)
- Guitar Pick?

[MakeDTjaxGre@tAgain]

Hard Rock?

One near Miami looks like a big guitar. What could the Jacksonville Hard Rock look like?
- Drum?
- Keyboard?
- Tambourine? (ooh, could be a big ferris wheel)
- Guitar Pick?

I played around with AI a bit. This came up.









Pretty interesting. https://deepai.org/machine-learning-model/text2img

[jaxlongtimer]

^ Does AI also structurally engineer some of those concepts  ?  Today, they seem to be able to build almost anything, but at what cost?  To another post on this thread, is Jax able to create enough demand presently to support everyone's wishes?

Does Hard Rock bring a casino with every hotel?  If not, other than riding back and forth on the world breaking U2C amusement ride, what will attract all these people to Downtown?  Do we have enough shows, bars, dance spots, tourist attractions, etc. now or on the drawing board to entertain the crowds?  For the foreseeable future, it would appear we need sightseers.  Our older and smallish convention center isn't going to draw much and, with the Downtown office vacancy rate, business travelers are not likely going to be much either.

Keep in mind, the (built for Super Bowl) Adams Mark/Hyatt went bankrupt twice, at last count, before finding away to stay afloat.  Other Downtown area hotels have revolved through a long list of brands/flags indicating some instability in the market.

[jaxoNOLE]

Hard Rock?

One near Miami looks like a big guitar. What could the Jacksonville Hard Rock look like?
- Drum?
- Keyboard?
- Tambourine? (ooh, could be a big ferris wheel)
- Guitar Pick?

Cowbell or bust.

[Charles Hunter]

Hard Rock?

One near Miami looks like a big guitar. What could the Jacksonville Hard Rock look like?
- Drum?
- Keyboard?
- Tambourine? (ooh, could be a big ferris wheel)
- Guitar Pick?

Cowbell or bust.

Hmmm ... a boob shaped hotel ...

[Ken_FSU]

Does Hard Rock bring a casino with every hotel?

No, and definitely no casino here, fortunately or unfortunately, depending on which side of the gambling debate you fall on. Wouldn't be legal in Jax, as we saw when the Jags and the Curry squad were quietly kicking the tires on something at the Fairgrounds. Seminoles are only allowed to operate casinos in designated tribal lands, far south of Jax.

Hard Rock?

One near Miami looks like a big guitar. What could the Jacksonville Hard Rock look like?
- Drum?
- Keyboard?
- Tambourine? (ooh, could be a big ferris wheel)
- Guitar Pick?

The Miami hotel is almost 650 rooms. I think a more realistic scenario for Jacksonville, particularly given the footprint, would be 150-200 rooms, possibly under the Reverb Brand, like the 195-room Hard Rock Reverb in Atlanta:



Can't imagine it would be the full Hard Rock experience, but I think it'd be a big win if it included the classic Hard Rock Hotel pool & bar setup along the river and/or a Live Music venue & Restaurant.

Here's what the previous Berkman 2 Hard Rock render looked like, when it had a larger footprint that included a portion of the Shipyards:



And here's what the Hard Rock Reverb looked like that was part of Southeast's failed bid for Ford on Bay.

[Tacachale]

Does Hard Rock bring a casino with every hotel?

No, and definitely no casino here, fortunately or unfortunately, depending on which side of the gambling debate you fall on. Wouldn't be legal in Jax, as we saw when the Jags and the Curry squad were quietly kicking the tires on something at the Fairgrounds. Seminoles are only allowed to operate casinos in designated tribal lands, far south of Jax.

Hard Rock?

One near Miami looks like a big guitar. What could the Jacksonville Hard Rock look like?
- Drum?
- Keyboard?
- Tambourine? (ooh, could be a big ferris wheel)
- Guitar Pick?

The Miami hotel is almost 650 rooms. I think a more realistic scenario for Jacksonville, particularly given the footprint, would be 150-200 rooms, possibly under the Reverb Brand, like the 195-room Hard Rock Reverb in Atlanta:



Can't imagine it would be the full Hard Rock experience, but I think it'd be a big win if it included the classic Hard Rock Hotel pool & bar setup along the river and/or a Live Music venue & Restaurant.

Here's what the previous Berkman 2 Hard Rock render looked like, when it had a larger footprint that included a portion of the Shipyards:



And here's what the Hard Rock Reverb looked like that was part of Southeast's failed bid for Ford on Bay.

To clarify, the Seminole could theoretically buy property if they wanted. That's where the Tampa casino came from — they purchased the land after a cemetery was discovered there back in the 80s. However, that's not what this deal is exploring. It would be a licensed hotel, not a casino.