Thursday, July 25, 2024

DoubleTree to undergo $14M transformation to become ‘1st full-service lifestyle concept’ in downtown

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JACKSONVILLE, Fla. – The DoubleTree by Hilton will look different in three years.

The hotel on 1201 Riverplace Boulevard, on the Southbank Riverwalk, will undergo a $14.6 million renovation to transform into the Hotel Bellamy, according to News4JAX news partner The Daily Record.

The multi-million dollar transformation includes redesigning the guest rooms, public spaces, building exterior, pool and sundeck, existing food and beverage offerings, and adding a riverfront dining concept, TDR reported.

“The Hotel’s direct riverfront location is perfectly suited to reposition the Hotel as the first full-service lifestyle concept in the downtown Jacksonville market. We believe our repositioning strategy, coupled with the strength of the Hilton reservation system, will position the Hotel for success for years to come,” Dave Folsom, CEO of Sotherly, said in the release obtained by TDR.

Sotherly Hotels Inc. said the company refinanced the property with a Fifth Third Bank loan which had “an initial principal balance of about $26.25 million, with an additional $9.49 million for hotel improvements,” TDR said.

The 10-year lease agreement with Hilton Worldwide will relicense the hotel as a soft-branded DoubleTree by Hilton under the name Hotel Bellamy.

According to hotel data site Smith Travel Research, a soft brand hotel is an affiliation between an independent hotel and a hotel chain.

The project is slated to be completed by January 2027.

The property was originally built as a Hilton hotel in 1967. The DoubleTree was acquired in 2005.

To read TDR’s full story, click here.

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