Groundbreaking at the 100-room Margaritaville Hotel planned for the center of Flagler Beach is expected in April, and the hotel should open to iuts first guests in the fall of 2024, the city’s planning director, Larry Torino, said.
The 65,000 square-foot building will be built in place of the long-vacant farmers’ market grounds along Moody Boulevard (State Road 100), between South central and South Daytona Avenues. It’s the same block where the Flagler Beach Hotel and ballroom used to stand from 1925 to 1972, when it was demolished.
Torino projected the latest timeline on the long-anticipated hotel in the late-night hours of a very lengthy, at times tortuous meeting of the Flagler Beach City Commission last Thursday. “A lot of doom doom and gloom tonight,” he said. “So maybe some of what I have to say will add to that gloom for those people that are opposed to the hotel, but for those that are in favor of the hotel, I’m happy to [say] that project is definitely moving forward.”
Earlier this month the city administration met with the owner, the architectural team and the engineer, with ongoing discussions since.
The architects will submit plans for the hotel at the end of this week to Maitland-based Welbro Building Corp, the general contractor constructing the project. The owner, Manoj Bhoola, manager of Ormond Beach-based Elite Hospitality, must the take the plans to Margaritaville, the franchise owner, to get its blessings on the plans. That process should be completed by the end of January. The owner hopes to apply for a building permit “sometime in February, perhaps early March,” Torino said. That will take about two months.
The exterior of the hotel has not changed since its design was submitted to the city. Any changes will affect interior public spaces or the kitchen.
“It appears at this time that the plan reviews will be outsourced to a third party,” Torino said. “I’m not aware of who or what that company or who those individuals may be at this point in time. But we’re allocating roughly two months. So to you actually begin groundbreaking on the site, we’re looking at sometime in April, so very late March or the month of April.” The anticipated opening would be in September or October 2024, assuming more hurricanes, pandemics or depressions don’t interfere.
While they welcome the project, city commissioners are concerned about the impacts of construction on downtown businesses. “We want to make sure that those businesses will be able to continue to operate within reason anyway, while they’re still under construction,” Ken Bryan, who chairs the commission, said. Torino sought to reassure him. Welbro Building has put up buildings in many tight spaces, he said.
“Obviously there’s a lot of concerns about the crane, crane locations, talking about maybe having to get air rights,” Torino said. “There’s some pretty technical portions of this project that are going to be very tedious.” Bhoola has agreed to meet with the business owners on the surrounding perimeter area and to keep them fully appraised and actually present the plans to them, Torino said. “They have a main logistical plan already prepared, but they know they have to tweak it as we get closer to the project. They are also going to have to meet with respective contractors for the pier and any other work really that’s going on that’s proximate to this area.”
The hotel is not the only major construction project ahead. The city is also overseeing the demolition of the old pier and the construction of a concrete pier. The time frame for the two projects will overlap. The city is also the location of a 2.6-mile dune rebuilding project set to start almost at the same time as hotel construction, though the sand for that reconstruction will be dredged in from a borrow pit offshore. Still, the Department of Transportation continues to re-0strengthen State Road A1A because of recent storms, and may have to do so again because of routine erosion, all as downtown Flagler Beach is turned into the biggest construction zone it’s known in its history.
That’s why “site-logistics” meetings will take place on a regular basis once the building plans are submitted to the building department. Every department in city government, from public works to finance, will be involved in the meetings to ensure that the project flows smoothly, that “everything that is required of the developer is obtained, and they have it in place for the permit when it is issued. And secondly, we want to make certain that the city receives the pass-through fees and the other development fees that are associated with the project as well. So everything looks good.”
Referring to the three simultaneous projects, William Whitson, the city manager, said “we plan as a team to come together, do the coordination work with all the impacted contractors and the people doing the work, both this project, the hotel and then beach renourishment, and then have a communication system so that we can flow that information out to those that are on the periphery of this area, which is going to be impacted and changed quite significantly.”
Torino said Margaritaville is looking at the Flagler Beach hotel as its flagship, at least in its “boutique” category. The company has numerous Margaritaville hotels–in Orlando, Las Vegas, Nashville, New York City, Atlanta, Palm Springs, and in several other states, in Mexico, Puerto Rico, the Virgin Islands, Costa Rica and other countries.
During last August’s League of Cities annual meeting in Hollywood, Fla., CPH Engineering, the company designing Flagler Beach’s new sewer plant, hosted and paid for a dinner that Flagler Beach officials attended–at Hollywood’s Margaritaville Beach Resort. “It was very beautiful. If ours looks anything like that, we are a very lucky city,” Mayor Suzy Johnston said.
jOE sTOLFI says
.. The BLIGHT coming to downtown Flagler Beach .
Times are a changing .
Sadly .
NOT a Beachy Design .
Lynn says
Flagler Beach has slowly been destroyed by transplants. After 45 years here I do not recognize my town its heartbreaking. Time to move sadly.
Doug says
Couldn’t agree with you more. I’m grateful for the memories of years past, but the quaint beach town has been destroyed. Thanks for nothing Yanks.
Georia says
Sorry I’m not a Yank! Born and raised South Florida Native and I’m for this! It will update the area and clean up some places and things! Repairs to sidewalks ect!
Amy says
The hotel guests will get a lovely bird’s eye view of the trailer park.
Cathypopi says
Why do people always blame the nothern people this hotel chain is not from up north so why is all this nothern people falt I don’t want it eather been here 20 plus years tired of people blaming all the nothern people!!!!!!!!!
Thomas A Kaspar JR says
Latest A1A desecration . Yet another butt ugly rendition of what snowbirds think Florida and Buffett should look like , pastels and plastic . They cant fish on the pier for three years so maybe they can go argue with the newbie Florida Karen retirees , go crabbing or play pickleball over the bridge .
Brandon Cross says
I haven’t heard how this new construction will affect Flagler Beach residents?
City just increased our rates.
How will this construction tie into our increase?
Make our rates better?
l says
Brandon: No. Your rates will continue to climb, and your quality of life will decline. I watched it in south Florida all my life. Developers always get what they want, residents do not.
Brian says
I agree. They said they’d never build on the intercoastalin the Hammock. Now look at it. The whole Hammock is destroyed. Breaks my heart
BMW says
The Flagler Beach hotel will be the Margaritaville ‘Compass’ brand, not to be confused with the Margaritaville Resort brand hotel. We are so fortunate the hotel will be locally owned by a reputable entity and that it will include an additional dining option opened past 8:00 PM.
Jaii Hein says
Agree…I worked with my late wife Irene on ADA concerns with this owner and he is all in on compliance issues…down to the height of vending machine money inserting heights. And door weights. Pool issues….build it and the disabled will come…they have money too ….inclusion.
GA says
What is going on with the proposed BJs on Rt 100?
Brandon Cross says
I’m not against this project.
My question is how this impact me as a resident of Flagler Beach?
Our water/sanitation/ storm water fees going up. How will this project our water system?
Are we citizens expected to cover this extra burden on our system ?
Is there a chance to quest this Project?
Many Questions!
Ray says
New laws all new construction has to comply by ada according to federal agency. Accord to town officials , utility costs will have go up to pay for the new waste water treatment plant.15 million dollars cost.
Jaii Hein says
ADA isn’t new….https://dredf.org/about-us/publications/the-history-of-the-ada/
Laurel says
“The company has numerous Margaritaville hotels–in Orlando, Las Vegas, Nashville, New York City, Atlanta, Palm Springs…”
This is Flagler Beach, not Orlando, Las Vegas, Nashville, New York City, Atlanta or Palm Springs. Three stories high, with parking issues. Kiss your Flagler Beach goodbye as you residents have known and enjoyed the small beach town. Money always wins; quality of life cannot compete. For some people, enough is never enough, and now, they are here.
Brandon Cross says
When I was was a Flagler Beach Commissioner years ago we maintained a 30 foot limit on all structures!!
Three Story Hotel with all its exceptions will over be 0ver 40 feet.
Gone will be our beach scene crossing the bridge 🙁
I’m wi to fight against this .,, who will help me?
Chris says
What happened the 30ft ALIKI?
Marlee says
That is the 1st thing I thought about!
I thought there was a height limit in Flagler Beach!
Who is responsible for changing that and how can that happen…really?
How?
Darrell Smith says
Glad I got to see a bit of the best things about Flagler Beach when I moved in 20 years ago
Saw this coming and moved a.couple years ago.
So sad. Goodbye, I’m gonna’ miss you.
John Timmins says
The Aliki was a continuation of the never completed Aliki Gold Coast project argued the architect/ builder. In short, he demanded that he be allowed to build the 5 high rise condos or to use the land he would build a low income housing development. He produced the low priced community plans to back up his threat. City Commissioners voted 3-2 to let the Aliki to be built. He went bankrupt so only 1 of 5 were built.
Laurel says
Good luck, Brandon. As a past commissioner, you should know who will win. You can try and get signatures of three quarters of Flagler Beach against this hotel, and the current commission will not listen. The mayor thinks we’re “lucky” to have this blight.
Developers always win, and leave town with a bundle and leave the residents to deal with it. Small beach town is over with, thanks to out of town money.
Your taxes and fees will continue to rise.
Brandon Cross says
Things can change…
Only takes us citizens to make it happen?
Florida Transplant says
Good luck fighting a done deal. Its been coming for years, going back to 2008 when Commissioners began soliciting firms to present to City meetings their visions of developing the heart of Flagler Beach into a Megalith Hotel-Shopping-Recreation Complex. Maybe you can get Jimmy to agree to a free concert once a year for all the commercialization and branding he’s going to bring to ‘Lil Ole Flagler Beach. Heck, there will be a Hilton where all the trailers are in no time. Ya want Old Florida? Better pitch a tent in the Ocala Forest. The Chamber of Concrete isn’t out there yet.
Scott says
From what I hear is the parking is going to be underneath the hotel and not have enough spaces to handle a full hotel. Can you imagine if a hurricane hits and floods in the parking area. And that’s all approved my our slick commissioners.
Jenn R says
What a shame. This will ruin our little beach town. Awful
Brandon Cross says
Then get involved to keep our little town
Ray says
Nice
Nautical Wheeler says
Margaritaville’s are very nice and well managed hotels. I’m sure their boutique versions will be no less. The local long term economic impact will be tremendously positive. If anything, there will be a high powered, well funded voice and wallet to make sure that daggum beach keeps getting renourished. Over. And over. And over.
Brandon Cross says
So … how are our.small town infrastructure to handle this?
Just received 10% in my utility bill ?
How is going to help me?
City Manager hasn’t said how this will help us poor folks?
Nautical Wheeler says
Perhaps “poor folks” ought not try to live along the ocean in Florida, and try living within your means. If you can no longer afford it, move! Sell to the highest bidder, and historically we’re in the best of times for home values, and move to The Mondex if Flagler needs to be your thang.
Laurel says
Nautical: That is probably the most ignorant, mean spirited thing I’ve ever read on this website! These people were living within their means. People like you come down and insult them, and tell them to move. You have also insulted the people who live out west of town as well.
This is a big part of the problem: Mean, nasty, selfish people moving IN!
Brandon Crosd says
Again…
How does that help those of us that who live on Social Security?
Laurel says
Gentrification.
Mary Lumus says
GREAT
Bill Buzzi says
So, how did “the developer” get past the “ “No franchises” on this side of the bridge??! Why did the article read like the City Engineer made the pitch for the developer?? Local politics always the same…sub rosa agreements &$.
Brandon Cross says
Let’s work on that.. find out your valid concerns ?
CrustyOldSalt says
Bill
For the record, there is no ordinance in the City preventing franchises from coming to Flagler Beach. That was a false rumor started years ago.
If there were, there would not be a 7-11 on A-1-A owned by one of the Commissioners. Also, years ago, there was a Pizza Hut on North A-1-A which eventually failed.
john stove says
Finally….bring something more upscale to the area and hopefully other businesses will step up their game!
Laurel says
john stove: Upscale? Step up their game? To what, cookie cutter same old, same old? Why are you here, if it’s not good enough? Why didn’t you move to Jacksonville? If you were not looking for a small beach town, with local charm, why are you here? To get in on the dollar?
E, ROBOT says
Words fail.
Tony says
A sad day for Flagler Beach. Think parking is difficult now? Just wait.
Tiffany says
I hate what Flagler Beach has become with all the two-story pastel houses and now this. Same corny pastel beachy vibe. Wish it was more like a historic old Florida town, where’s the charm in pastels?
John R Dance says
Can we please go back in time when none of us were here or alive. That property had a 3 story hotel, gambling hall and brothel, all in the early 1900,s. I am a life long resident of Flagler County and am not happy with any of the new construction going on not only on the peninsula but all over the county. Life sure has changed in the last 60 years. A resident cant even get a campsite at a state park anymore without a 1 year reservation, okay time for me to get off my box. God Bless us all.
JD
The 4 Horsemen says
Death is coming to Flagler Beach in the shape of a STORM. What FOOLS actually believe it’s a good idea to put a three story hotel a block from the beach after this past Hurricane season?
Phill Bollinger says
What about the hotel on Old Dixie Highway ? Maybe Commissioner Pennington can look into this and get some answers ?
Yankees go home says
Well Good bye Flagler Beach. You were once a beautiful and peaceful town. So sad transplants losers have officially ruined you.
C. Pat says
Ten years ago New Smyrna Beach went through the same agonizing scene. A hotel was permitted on Flagler Avenue, one of the busiest streets on beachside. The uproar caused delay aftet delay but finally the Hampton Inn was built and all the dire warnings about traffic and business upheavals, tourist impact on this small area has been a boon to the area.
If you drive down Flagler Avenue to the beach you will be hard pressed to see the Hampton Inn. It was well planned and fits in perfectly within the beachside community. Yes, I am aware that we are not New Smyrna Beach and I am disappointed about the street look of the proposed hotel. I had hoped for a courtyard effect. Progress has come like it or not. It could have been a tee shirt shop or a fast food site. Unfortunate as the hotel plan seems, it would have been nice if the developer had allowed the public to have some input as to the street face of this project.
Bayr says
And a NAPA Car Part store, and an Ace Hardware, and A Bank of America, and RBC, and PNC banks. All Failed.
But I can drive to Palm Jersey (I mean Coast), or Bunnell for that.
jeffery c. seib says
Well, as they say, there goes the neighborhood. This gigantic development spells the end of the small town of Flagler Beach. Now it will be up there with the big boys. Any small-town charm left will be flushed away or washed out with the tide. The mom-and-pop hotels better get their acts together or there will be more bulldozing then just on this site right next to a popular park. What an original name, ‘Margaritaville’. I think the landowners thought more of their wallets then any community. This massive building right in the middle of town and on the main route in will always be a headache for driving. Who cares? A smaller hotel on the back side with a U-shaped small town like shopping and restaurant area opening right to the park might have been just as commercially viable and a hell of a lot better all-around then a Daytona sized ‘Margaritaville’.
Dave says
The destruction of Flagler Beach as we know it has commenced. Get used to no parking, more traffic, and more building to improve upon the tax base and yes your fees will go up. . Its over people.
Steve Boone says
The west coast of Florida is a parking lot from Naples to the Big Bend, I-95 from Fort Pierce south the same. Like moths to a flame the folks sick of winter descend on Florida to stay warm. It’s not just a hotel in Flagler Beach the whole state is up for sale. Plan your errands well!
Mischa Gee says
The way this reads, it appears the lack of ample parking space was NOT addressed. Instead the project is pushing forward more or less as is.
I’m wondering if some other business nearby fails, if the hotel will make a low bud to buy the property, demolish the building and add parking. If not, I can’t see a way around traffic jams, while people circle around looking for a place to park to shop or dine in the area.
And really, that pier being rebuilt is a huge waste of money. As we saw with Hurricane Ian, the causeway bridge, made of concrete were no match. This will wind up being millions of dollars more of garbage in the Atlantic Ocean. That money would be better used to help fund protecting the shoreline or with the infrastructure that will be needed to support the influx of people that hotel will bring.
When are government representatives of the people going to start thinking about the long run and not just get dazzled by projected numbers.
Fritz says
“the long-vacant farmers’ market”? It’s vacant because they were run off by the property owner
Robin Blandin says
Looks like most of us residents are not pleased with this.I foresee, with the global warming life we are living, that it won’t last long.Unfortunately A1A will continue to erode and Margaritaville will be shortlived.It is a shame that it all comes down to the almighty dollar.And there is nowhere for all these hotel people to park.Bad decision money hungry folks!!
Scott markee says
Lived in several beach towns Thu 70s 8is being a musician 2009 I discovered Flagler I was so excited it was what Indian rocks medeira treasure Island use to be I wondered then how long Flagler had its the death of an old friend!! It won’t be a peaceful death sadly Scott markee
The dude says
Margaritaville… more stuff for the olds.
This why everybody down here is old and from NY/NJ.
No reason for families to move here. No reason for kids who currently live here to stick around.
Laurel says
Dude: I’m giving up on you, so this will be my last comment based on your comments. My husband and I are “old” as you would define us. We were born and raised in Broward County, went to school in Ft. Lauderdale, and have been native Floridians longer than you. We have seen the developers selfishly destroy paradise all our lives, and we don’t want to see the destruction of Flagler Beach, but you will blame us no matter what. You cannot get off seniors just like Jimbo99 cannot get off “the Biden Harris agenda,” like Aj cannot get off “whitey.”
Oh well, boys, enjoy your bigotry. I try to agree with you on other topics, but no more. The broken records are tedious.
The dude says
Thank you.
Thomas Kaspar says
“Most of the people who retire in Florida
Are wrinkled and they lean on a crutch
And mobile homes are smotherin’ my Keys
I hate those bastards so much
I wish a summer squall would blow them all
The way up to fantasy land
Yeah they’re ugly and square, they don’t belong here
They looked a lot better as beer cans” ~ Jimmy Buffet
Laurel says
Thomas: I’m not 100% sure what your point is. Are you referring to Buffet being a hypocrite?
The old (he’s 75) “parrot head” was born and raised in Mississippi, so his “Keys” are no more his than anyone else’s down there. The song that started it all, “Margaritaville,” (the spelling for the name is Marguerite) was about Mexico, and was not particularly flattering. A man in a drunken stuper in a poor country. Then, he started the busisnesses with a phoney cheeseburger in paradice silly fantasy. None of this reflects on Flagler Beach, which is real. Most parrot heads here have no clue what Florida is really about.
Where I will give the guy credit, is he does participate in Florida enviramental issues. But I’m starting to really dislike people who criticize people who live in trailers. Not very paradise minded.
bayr says
Development will continue. Do you live in a glass bubble? Everyone wants to live in Florida. Besides nasty winds (you have days of notice), it’s awesome here. Want to keep that for yourself? You are greedy.
Development will happen. Do you want a monolith? And the developer just says I can build what I want if I barely stay in the lines of what’s legal.
Larry is a smart whip. I trust his judgement, and know it will be legal (no palms greased).
It will immediately make the restaurants and gift shops busy. Ask them if they mind that.
I am a hotelier on Flagler Beach. They are in direct competition with me.
Bring it on, I could use the extra business.
By the way, This place was built in 1950. How old were you then?