Developments - April 2018 - 33

A Hub of
Community
Activity

According to George Fletcher, CEO of
the Adache Group, the architectural design
firm behind the Margaritaville Hollywood
Beach, existing structures with an insipid
past can still have value.
"Often, existing properties have reduced
zoning and so they have advantages,
especially as a lot of municipalities are
rezoning and for developers, that comes
with a new set of guidelines that relate
to density, parking, building height and
setback," Fletcher said.
The hotel was built with standard green
hardware such as low-flush toilets and
beachfront lighting conducive to sea
turtles during nesting season. But the
resort's design accentuated public spaces,
which Fletcher said are changing with
Millennial travelers.
"With fractional developments and
timeshares, the units are becoming a little
smaller in size and scale because most of
the square footage and the experience is in
the public space. It's all about the lifestyle,"
he said.
The emphasis on lobby design at this
Margaritaville resort was also driven by
the fact that the 5,300-square-foot space
spans the footprint of the 1,100-space
parking garage that sits above it. But
Adache and interior design company The
McBride Company brought Jimmy Buffet's
"escapism" brand to life with niche spaces.
Three beach cabanas, each surrounded
by potted palms, offer seating for more
intimate conversations, and face a larger,
open seating area, most of which sits under
a signature chandelier made of margarita

glasses. The lobby fronts the resort's fine
dining restaurant JWB and Pat McBride,
CEO of The McBride Company, said
this also serves as alternative seating for
patrons of the restaurant's bar.
"The cabanas are meant as a nod to the
Floribbean lifestyle and also as points of
differentiation from the open area in the
center of the lobby, which also has some
bold design and communal spaces to make
it more personal," he said.
The room tower sits above the garage, on
floors 11 to 17. Situated on five acres between
A1A and Hollywood Beach, the elevated
room block means all accommodations have
water views of the Atlantic or the Intracoastal
Waterway or both.
The challenges of rehabilitating an
existing structure into an inviting
hospitality asset can also extend into
operations. Fletcher admitted that it can
be more difficult to work with an existing
structure because the original architecture
doesn't always account for the ways in
which back-of-house facilities and service
are managed in today's hospitality market.
"It can also be a more expensive
undertaking for an owner and developer to
bring an older building up to code,"
he said.
Kerry Medina is a freelance writer who
specializes in content related to the
hospitality industry. Her work has appeared
in industry publications including Hotel
News Now, Hotel Management and
Hotelinteractive. She's an NYU graduate
with a degree in journalism.

The Margaritaville Hollywood
Beach was actually developed
as a public-private partnership
between the city of Hollywood
Beach and developer Lon
Tabatchnick who spent six years
working with the city to build a
hotel that would include the public
parking lot that served beachgoers in the local community.
Tabatchnick not only expanded
the lot, but also included separate
entrances for guests accessing
the hotel and for local beachgoers. The hotel, too, has multiple
entrances, allowing locals access
to seven of the resort's eight
restaurants as well as its spa and
FlowRider surf simulator in the
pool area. Tabatchnick said that
the local business to the hotel
"exceeded his expectations."
As an economic driver for the
community, the original parking
lot was a 9-to-5 business venue.
Now with restaurants, bars,
and convention space, the lot
generates revenue 24-7.
Tabatchnick's community
commitment extended to the
"Broadwalk" on the resort's
perimeters. More lighting was
added and the bandshell was
refurbed so that guests and locals
now gather five nights weekly for
the resort's free entertainment.
Surrounding businesses renovated
in lockstep, transforming the
economically depressed area into
a thriving intersection of tourism
and community.
For area residents, the resort
provides additional dining and
evening entertainment options that
don't require much travel.
"You don't necessarily want
to encourage vehicle traffic on a
barrier island," said Tabatchnick.
"You want to encourage public
transportation."
And so the Margaritaville
Hollywood Beach also became a
stop on Fort Lauderdale's Water
Taxi service.
April 2018 Developments

- 33



Table of Contents for the Digital Edition of Developments - April 2018

UP FRONT
FIRST WORD
AROUND THE INDUSTRY
TRENDS
FACES FROM THE FRONTLINES
TECHNOLOGY
PARTNER SHOWCASE
RESORT OPS
WHERE GREEN DESIGN IS GOING
WHO’S THE BOSS?
FROM THE EXPERTS
FOCUS ON: REPUTATION MANAGEMENT
MEMBER MATTERS
MEMBERSHIP UPDATES
LAST WORD
Developments - April 2018 - AD
Developments - April 2018 - Cover1
Developments - April 2018 - Cover2
Developments - April 2018 - 1
Developments - April 2018 - 2
Developments - April 2018 - 3
Developments - April 2018 - 4
Developments - April 2018 - 5
Developments - April 2018 - UP FRONT
Developments - April 2018 - 7
Developments - April 2018 - FIRST WORD
Developments - April 2018 - 9
Developments - April 2018 - AROUND THE INDUSTRY
Developments - April 2018 - 11
Developments - April 2018 - 12
Developments - April 2018 - 13
Developments - April 2018 - 14
Developments - April 2018 - 15
Developments - April 2018 - 16
Developments - April 2018 - 17
Developments - April 2018 - TRENDS
Developments - April 2018 - 19
Developments - April 2018 - FACES FROM THE FRONTLINES
Developments - April 2018 - 21
Developments - April 2018 - TECHNOLOGY
Developments - April 2018 - 23
Developments - April 2018 - PARTNER SHOWCASE
Developments - April 2018 - 25
Developments - April 2018 - RESORT OPS
Developments - April 2018 - 27
Developments - April 2018 - 28
Developments - April 2018 - 29
Developments - April 2018 - WHERE GREEN DESIGN IS GOING
Developments - April 2018 - 31
Developments - April 2018 - 32
Developments - April 2018 - 33
Developments - April 2018 - WHO’S THE BOSS?
Developments - April 2018 - 35
Developments - April 2018 - FROM THE EXPERTS
Developments - April 2018 - 37
Developments - April 2018 - 38
Developments - April 2018 - 39
Developments - April 2018 - FOCUS ON: REPUTATION MANAGEMENT
Developments - April 2018 - 41
Developments - April 2018 - MEMBER MATTERS
Developments - April 2018 - 43
Developments - April 2018 - MEMBERSHIP UPDATES
Developments - April 2018 - 45
Developments - April 2018 - 46
Developments - April 2018 - 47
Developments - April 2018 - 48
Developments - April 2018 - 49
Developments - April 2018 - 50
Developments - April 2018 - 51
Developments - April 2018 - LAST WORD
Developments - April 2018 - 53
Developments - April 2018 - 54
Developments - April 2018 - 55
Developments - April 2018 - 56
Developments - April 2018 - Cover3
Developments - April 2018 - Cover4
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