Baptist Health is moving forward with plans for a new Southbank hotel after receiving unanimous conceptual approval, with conditions, at the March 12 Downtown Development Review Board meeting.
The hotel would replace a surface parking lot at 1051 Palm Avenue, bounded by San Marco Boulevard, Gary Street, Palm Avenue and Baptist Way. Plans presented at the DDRB meeting depict a 15-story, 226-key hotel development blending boutique hotel and extended-stay experiences along with a three-story parking structure. Amenities include a rooftop lounge and restaurant, conference and event space, and a ground-floor café.
According to attorney Stacey Ruiz, who represented the applicant at the DDRB meeting, this is one of the last remaining lots of the approximately 35 acres that Baptist owns in the Southbank area.
Board members were overall supportive of the project, though some shared feedback on certain design elements, including the garage façade facing San Marco Boulevard, with some encouraging further activation of that space, with Board Member Joseph Loretta noting the lack of decoration on those façades, which was not, to his knowledge, something DDRB has ever approved.
“That is definitely something that we have not approved one time in the past 10 years here, so I think that’s something that the design team needs to think through, but staff should also think through,” Loretta said during comments.
Board Member Frederick Jones said this project addresses what he called a “quality hotel desert” in the Southbank area.
“This is a great addition to the neighborhood,” Jones said. “There’s a real need for medical tourism. There’s a reason there have been three hotels built at the Mayo Clinic. For Baptist to remain competitive, I think this is a necessary addition to the neighborhood.”
With the Riverwalk and Emerald Trail blocks away from the planned hotel, DDRB Chair Linzee Ott encouraged the design team to consider the pedestrian experience along Gary Street and San Marco Boulevard as well.
“That pedestrian experience is a tremendous opportunity,” Ott said.
In a statement provided to Resident News following the DDRB meeting, Baptist Health said the development would feature two hotels from within the Marriott family: an Element by Westin extended-stay hotel and a boutique hotel within the Tribute Portfolio.
“A major stakeholder in the future of Downtown, we are thrilled to continue contributing to its resurgence by providing these high-quality options for both visitors and Jacksonville residents,” the statement read, in part. “As our city continues to evolve, high-quality accommodations play a crucial role in welcoming guests. By enhancing the local hospitality landscape, we are fostering an environment where people can connect, recharge and experience the best Jacksonville has to offer. We look forward to seeing the hotels become an integral part of our city’s continued growth and success.”
The statement added that this project is within Baptist Health’s investment portfolio and stands as a separate business venture to diversify investments and support long-term financial stability.
The design team includes Rabun Architects, England-Thims and Miller, Inc. and Marquis Latimer and Halback.
