Print ArticleThere's a new hotel brand in the Southbank. One that many may have not heard of. Here's a look at what's in store for this Southbank property and what it means for downtown Jacksonville.
Finally, in 2015, the reality of downtown Jacksonville's true market strikes. That reality isn't a South Florida-style waterfront lined with thousands of high-rise condominium units. Instead, the 323-room hotel property has been acquired for $9 million and rebranded as the Lexington Hotel & Conference Center - Jacksonville Riverwalk. When it was announced that the Wyndham property was under contract to be purchased by Vantage, many MetroJacksonville forum members were less than impressed. According to one reader, Vantage was not too sexy. Another stated the hotel's brands did not look like anything to rave about for such a visible spot. Another commented that Jacksonville still has a long way to go in some regards. So who is Lexington by Vantage? Lexington by Vantage is part of Vantage Hospitality Group, a top 10 global hotel company founded in 1996 with over 1,200 properties. The Lexington brand is Vantage's collections of inns, hotels and suites in the midscale and upscale lodging segments. Jacksonville's Lexington becomes the chain's second location in Florida. Another Lexington is located in Daytona Beach Shores. Other Vantage brands include America's Best Value Inn, Canada's Best Value Inn, and Value Inn Worldwide.
So what does this mean for downtown Jacksonville?
While this acquisition certainly will not deliver the same type of fanfare and optimism associated with the dead San Marco Village dream, another substandard downtown property will be significantly upgraded, sooner rather than later. With its purchase, Vantage intends to spend 18-months and invest money to extensively renovate the aging hotel. According to a recent Jax Daily Record article, Lexington said in a news release it will launch an extensive, 18-month renovation, remaining open during the work. It will return the hotel to a nautical theme in recognition of the St. Johns River and U.S. Navy.
“We plan to pay homage with art, décor, and monuments throughout the property,” said Bernie Moyle, COO and CFO of Vantage Hospitality in the release. The lobby will be reconfigured and a covered outdoor extension with a fireplace and water features will be added. Guestrooms and bathrooms will be remodeled and meeting areas will be redecorated. Outside, the roof and windows will be replaced, a new entry drive and updated porte cochere will be created. New landscaping and an updated pool area also are planned. Moyle said renovations will take place “going one wing at a time, from the roof on down.”
Lexington by Vantage may not be as well known locally or a place designed to appeal to hipsters and millennials. Nevertheless, it does help indicate what the real downtown Jacksonville market will bare and is a multimillion dollar investment that an outside entity is making in our city's core.
Editorial by Ennis Davis, AICP. Contact Ennis at edavis@moderncities.com
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