I don't think anyone wants SoFla to come here. But let's be real, the amount of hotels in Jax Beach are unacceptable especially in the "downtown" that Jax Beach has embraced of recent. I don't think a 200 ft building in Neptune is anyone's goal. I also agree, between the beach and 1st, maybe 35 ft makes sense. But on 3rd St., it makes absolutely no sense as long as the development is walkable at the pedestrian level. The lack of hotels at our beaches hurts the whole city of Jacksonville as well. I have had friends come into town wanting to see me and stay at the beach. Instead, because of the lack of rooms, they have to stay in Southside. That is ridiculous. This is also the reason we had cruise ships for the Super Bowl while places like Tampa can handle the capacity. It hurts the whole city and community that there aren't at least 2-3 more nice hotels in the urban area at least.