A long-vacant stretch of Jacksonville’s downtown riverfront could soon have a new landmark taking shape, with plans emerging for a proposed Hard Rock Hotel at the former Berkman II site.
The project is planned for 500 E. Bay Street, where developer Michael Munz of Florida Innovation Capital is proposing a roughly 30-story tower overlooking the St. Johns River. New details about the project were reported this week by News4JAX and the Jacksonville Business Journal.
The proposed development would combine hotel rooms, residences, dining and entertainment in one project. Current plans call for between 319 and 351 hotel rooms, along with 152 residences.
The tower, designed by Arquitectonica, would rise approximately 417 feet and include separate entrances and lobbies for the hotel and residential portions of the building.
Plans also include a rooftop pool, restaurants, a bar and nightclub, along with event and meeting space. Other proposed amenities include a spa, fitness center, tennis and pickleball courts, a pool deck and areas for residents and families.
The project would also include riverfront amenities and approximately 160 parking spaces, according to details released with the latest plans.
Despite the Hard Rock name, the proposed Jacksonville project does not include a casino. The development is being presented as a hotel and mixed-use destination rather than a gaming property.
Aiming for 2027 construction
The project is still working through the planning and approval process, but the developer is looking toward 2027 for construction to begin.
News4JAX reported that several major pieces still need to fall into place before construction can get underway, including city approvals, final project costs and the question of how much public assistance the development could receive.
The proposed hotel is part of a larger stretch of downtown Jacksonville that has seen several major projects move forward along the riverfront, including the Four Seasons Hotel and Private Residences nearby. Visit Jacksonville currently lists the Hard Rock Hotel as being in the final-planning stage.
City incentives still being discussed
Public funding is one of the outstanding pieces surrounding the project.
Financial models submitted by the developers have included potential city incentives tied to the development, with figures reaching into the tens of millions of dollars. Those numbers represent proposed or modeled assistance rather than an approved city commitment.
News4JAX reported that the developer is looking at potential city participation as part of the project’s financing, while city officials have not committed to a final incentive package.
The project will also need to work through the city’s development and approval process before construction can begin.
For now, the Hard Rock Hotel Jacksonville remains a proposed development, but the newly released plans offer a clearer look at what could eventually rise on the former Berkman II property.
If the project moves forward on its current timeline, construction could begin in 2027. No opening date has been announced.
