In the midst of the most ambitious coastal redevelopment initiative in the State of Florida, with more than $120 million in public improvements and several private development projects in the works, Hollywood Beach has become a sought-after location for investors and visitors. Ideally located in the heart of South Florida, this unique coastal community offers Old Florida charm along with a variety of lodging, dining, shopping and entertainment options.
The ongoing redevelopment effort taking place in the Beach District is “Inspired By The Past, Built For The Future.” With several public improvement projects identified in the Hollywood Beach Community Redevelopment Agency Plan already underway or scheduled to commence in 2006, this is a time of unprecedented revitalization on Hollywood Beach.
The most visible of these projects is the multimillion-dollar complete makeover of the world-famous Broadwalk. Improvements to the 30-foot-wide, 2.5-mile promenade include a low decorative wall separating the Broadwalk from the sand, a tabby concrete bike path, crushed-shell jogging path, customized pavers in the pedestrian area, historical-themed lighting fixtures and palm tree clusters. Street end improvements to a 40-block area will include the creation of gateways, landscaped plazas and vista points, with water features, sculptures and/or central focal points.
Scheduled to begin this year is the underground conversion of power lines from the public right-of-way to private property along a 52-block area of the Beach District. Not only is this underground conversion of FPL, telephone and cable television lines a crucial component of the beach beautification effort, but it also will enhance consumer convenience and safety during hurricane season. Construction of the first 12-block area is expected to begin in October.
The redevelopment plan also includes replacement of water and sewer lines along a 52-block area.
In mid-2006, construction will start on the Garfield Street Parking and Community Center, which will feature a two-story community center with a large banquet hall, two observation decks and public parking for 400 vehicles.
Around the same time, the beachfront Charnow Park will be renovated with four new picnic pavilions, two playgrounds and an entertainment plaza with an interactive water fountain, large entertainment pavilion and tiered shaded seating.
Finally, the Hollywood Boulevard Bridge Project will feature a new control tower to complement the overall beach design motif, and enhanced pedestrian, bicycle and vehicular traffic. The bridge will be a source of civic pride as well as a landmark to let Intracoastal Waterway boaters they have arrived in Hollywood.
Several exciting private developments also are in the works or nearing completion, including the 62-unit Mediterranean-style The Villas of Positano; Ocean Palms, a 240-unit condominium; The Diplomat Oceanfront Residences, featuring 135 condominiums; Sian Ocean Residences and Sian Resort Residences, an Asian-inspired condominium and condo hotel community; and Marriott Ocean Village and Resort, an entertainment, conference, retail, restaurant and hotel complex.
The latest major development to set its sights on Hollywood Beach is the prestigious Trump Hollywood project, which will feature 200 oceanfront luxury condominiums, including two penthouses on the 40th floor with more than 7,000 square feet each. A joint venture between The Related Group of Florida Inc., Ocean Land Investments and New York real estate mogul Donald Trump, Trump Hollywood will sit on 5 acres of land at 2711 South Ocean Drive. Pre-construction prices start at $1.7 million.
With so many exciting projects and events happening on Hollywood Beach, the Beach CRA has stepped up its ongoing marketing effort to help deliver the message, “More of What You Already Love, Only Better.”
The Beach CRA is utilizing an effective mix of print and radio advertising, public relations, special events and fence screen signage at key redevelopment areas.
Radio ads on Beach CRA-sponsored events and the Broadwalk makeover have been airing on public radio and other appropriate stations that reach our target demographic, while print ads appear in both daily newspapers as well as several local publications.
The Beach CRA also partnered with the Art & Culture Center of Hollywood on Hollywood 360, a new consumer-driven lifestyle/cultural tourism magazine that promotes Hollywood’s lodging, dining and entertainment offerings, beach redevelopment and other projects. Hollywood Beach also is being featured with two pages of editorial coverage in the February/March issue of TRAVELHOST Magazine, which is distributed in hotel rooms throughout Broward County.
In addition, the Beach CRA recently conducted its first-ever Tourism Summit in an effort to develop a citywide comprehensive tourism strategy, and currently is finalizing an in-room video project to encourage local hotel patrons to visit Hollywood Beach.
The experience for beach visitors is enhanced by the knowledgeable “goodwill ambassadors” who are part of the Beach CRA’s Hospitality Ranger Program, and by the free WiFi (wireless fidelity) Internet access that has been available since April 2005 to users of wireless laptops, PDAs and cell phones with Internet capability.
Moreover, numerous signature events and ongoing entertainment offerings help brand Hollywood Beach as a leading coastal destination. Popular events that draw a large and loyal following include the annual Hollywood Beach Clambake and Fat Tuesday on Hollywood Beach, as well as the twice-monthly Broadwalk Friday Fest series.
In addition to promoting beach businesses through various marketing initiatives, the Beach CRA’s Property Improvement Program (PIP) offers grants and interest participation loans to commercial and multifamily property owners in the Beach District. The purpose of the program is to enhance the overall visual quality of the beach area, leading to increased sales and property values.
To stimulate high-quality lodging offerings, the Beach CRA also created an incentive program that rewards hoteliers for participation in the AAA and Superior Small Lodging programs.
In an effort to identify any gaps or unutilized opportunities in the hospitality and tourism market, the Beach CRA recently organized a fact-finding research team to interview and survey all property and business owners in the Beach District. This comprehensive property inventory, which plays a key role in the beach redevelopment process, was conducted in preparation of the development of an Internet Map Service (IMS). The IMS, which includes information from the Broward County Property Appraiser, will be accessible on the Beach CRA website.
For more information, call the Hollywood Beach Community Redevelopment Agency at (954) 924-2980 or visit www.HollywoodBeachCRA.org.