• Leaders hope new hotels, restaurants will change Jax Beach's ‘bar scene' reputation

    By: Action News Jax


    New hotels and restaurants are on track to open up in Jacksonville Beach over the next couple of years.

    One of the highly anticipated projects is Margaritaville. New renderings are giving us a first glimpse at what it’ll look like. 

    It’s part of a push by city leaders to restructure Jacksonville Beach and make it more family-friendly.

    The eight-story Margaritaville hotel will also feature a restaurant and beachfront views.

    Lynn Eilers liked what she saw in the renderings.

    “Looks great,” Eilers said. “They really need to revitalize this area and get more families down here and more nightlife than just bars.”

    Over on 3rd Street South and Beach Boulevard, a new Element by Westin hotel is in the works. 

    The owner said they’re expecting to break ground around March or April of this year on the 80-room hotel.

    “I think it encourages people to want to come and stay there for a longer period of time,” said City Councilman Phil Vogelsang.

    Vogelsang said the new developments are a step in the right direction for the beach.

    “Lack of choice, we don’t cater to that, so people don’t come down to have a bite to eat and hopefully this can start the segue to changing the dynamic,” Vogelsang said.

    STORY: Jacksonville recycling survey: Help Beaches Go Green by participating

    STORY: City of Jacksonville Beach coming up with ways to address homelessness

    Vogelsang said condominiums are also in the works for the empty piece of land in front of the future Margaritaville.

    He said the goal is to make the beach more than just a bar destination.

    “When they have things that they can actually do with their family down there outside of going to the beach and feel safe doing that,” Vogelsang said.

    Next Up: