City of Hollywood - Johnson Street (Beach) RFP Process

Photo by Alan Maltz
(Johnson Street site is to the far left)

REMINDER - Cone of Silence will remain in effect until a lease has been executed prohibiting developer or representative discussions with members of the City Commission unless at a publicly noticed meeting.

Current Status

For more information on EB-5 Click Here

On Wednesday, July 7, 2010 the City Commission will consider a tri-party Memorandum of Understanding between the City of Hollywood, the Hollywood CRA, and Margaritaville Resort of Hollywood Beach, LLC for the redevelopment of the six acre Johnson Street site. The draft Memorandum of Understanding outlines proposed business terms that, if approved, will become the basis for a contemplated 99 year lease agreement between the City and Margaritaville. Click here for a copy of the agenda items (with attachments - Items #6 and 7).

A. Stage I Process - Qualifications Round
    1.0 Official Johnson Street RFP
         Stage I deadline due on September 30, 2009 at 2:00 pm.
         One original and 12 copies to City Clerk's office, Room 221.
    1.1 Exhibit 1 - 2008 Phase I Assessment
     1.2 Exhibit 2 - 2008 Subsurface Exploration
     1.3 Exhibit 3 - Appraisal of 4-Acre Site
     1.4 Exhibit 4 - Appraisal of 1.3-Acre Site
     2.0 Addendum 1 to Stage I RFP
     3.0 Addendum 2 to Stage I RFP

     4.0 Additional Information Provided
     4.1 Garage Capacity Analysis
     4.2 Traffic Impact Analysis Part I
     4.3 Traffic Impact Analysis Part II
     4.4 External Permits
     4.5 Previous Project Reports
     5.0 Stage I Proposals Received
     6.0 Stage I Johnson RFP Interviews - Part One
     6.1 Stage I Johnson RFP Interviews - Part Two
     7.0 Stage II Proposers Announcement

B. Stage II Process - Detailed Development Information
    1.0 Official Johnson Street RFP - Stage II
         Stage II deadline due on February 18, 2010 at 2:00 pm.
         One original and 12 copies to City Clerk's office, Room 221.
    2.0 Addendum 1 to Stage II RFP
    3.0 Letter Received from one of the Proposers (Sheafor) withdrawing from process (Three developers remain)
    4.0 Addendum 2 to Stage II RFP
    5.0 Presentations - Evaluation Committee Meeting Notice
    6.0 Community Meeting Notice
    7.0 Notice of Intent to Award
    8.0 Stage II Evaluation Matrix
    9.0 Next Steps: March 15 Community Forum and April 7 Commission Consideration

C. Stage II Submittals
    1.0 Ocean Resort and Village by Planet Hollywood
    2.0 Margaritaville Resort at Hollywood Beach, LLC

D. Reports, Analysis and Evaluations
    1.0 Zoning Analysis
    2.0 Urban Design Evaluation
    3.0 Real Estate Consultant Evaluation
    4.0 Hospitality Consultant Evaluation

E. Stage II - Development Presentations
    1.0 Johnson Street Beach Stage II Presentations   - 3.4.2010
    2.0 Johnson Street Beach Stage II Presentations, Part 2 - 3.4.2010

F. Stage II - Community Forum
    1.0 Johnson Street Beach Redevelopment Stage II - 3.15.2010

G. Stage II - Joint/Special City Commission and CRA Meeting
    1.0 Video Part 1 - 4.7.2010
    2.0 Video Part 2 - 4.7.2010
    3.0 Video Part 3 - 4.7.2010

Joint Special City Commission and CRA meeting April 7, 2010

A Joint Special City Commission and CRA meeting was held Wednesday, April 7, 2010, at 5:00 p.m. in Room 219. At that meeting, the City Commission/CRA Board authorized the commencement of preliminary negotiations between the highest ranked firm (Margaritarville) and the City of Hollywood for the Johnson Street RFP-4212-09-IS-Stage 2-Detailed Development Proposal for a three (3) month period.

April 22, 2010
Joint Economic Development Roundtable/Technical Advisory Committee mtg.

Margaritaville Technical Project Review Meeting - May 4, 2010

City Staff met with the Project Proposer Team to discuss technical aspects of the project related to the following disciplines: Utilities, Traffic Engineering, Building Code and FEMA requirements, and Fire. Staff commented on the location and installation of water & sewer lines; traffic circulation on Johnson Street and Michigan Street for patrons, emergency vehicles and delivery trucks; FEMA flood elevation regulations; and Florida Building Code regulations.

May 6, 2010
No meeting

Margaritaville Technical Project Review Meeting - May 11, 2010

City Staff met with the Project Proposer Team to continue technical discussions related to the following disciplines:

Fire: Confirmed emergency vehicle access on Johnson Street, Michigan Street and A1A/North Ocean Drive.

Traffic Engineering: Discussed modifications to traffic signalizations at Pierce Street, Indiana Street and Michigan Street. A pedestrian signal and full access median opening is proposed for Johnson Street.

Building Code & FEMA requirements: Discussions related to FEMA flood elevation regulations for the public bathrooms and accessory structures continued.

The following meetings were cancelled:
May 13, 2010
May 18, 2010
May 20, 2010

The next meeting is scheduled for May 25, 2010 at 2:00 PM in Room 215 of City Hall

Margaritaville Technical Project Review Meeting - May 25, 2010

City Staff met with the Project Proposer Team to discuss technical aspects of the project related to the following disciplines: Utilities, Traffic Engineering, Building Code and FEMA requirements, and Fire. Staff commented on the location and installation of water & sewer lines; traffic circulation and pedestrian safety entering and exiting the garage; use of mechanical lifts to provide additional parking within the garage and how this impacts emergency vehicle access; emergency exits within the hotel; fire ratings and general fire safety requirements.

The next meeting is scheduled for June 17, 2010 at 2:00 PM in Room 215 of City Hall

Community Meetings

Johnson Street RFP Community Meeting Minutes - June 16, 2009

Johnson Street RFP Community Meeting Minutes - June 18, 2009

Johnson Street RFP Community Meeting Presentation

Johnson Street Redevelopment Process

Members of the Hollywood, Florida City Commission (acting also in their capacity as the Beach CRA Board of Directors) have asked City Manager Cameron Benson for a recommendation as to how to proceed with the redevelopment of the Johnson Street property, a City-owned five (+) acre site strategically nestled between the Hollywood Beachfront and the Intracoastal within the Beach CRA boundaries.

While the City Commission is interested in securing a catalytic and viable public private joint venture redevelopment on the site, three previous RFP attempts have not resulted in a built project. It is important to note however that as a result of these efforts, numerous procedural issues have been addressed to ready the site for development, including the recent approval from the 21-member Florida Building Commission to allow beachfront construction east of the coastal construction control line at the same elevation as the recently improved historic Hollywood Beach Broadwalk.

A long term, 99 year, lease agreement with the City of Hollywood is envisioned.

A Beach Master Plan and specialized Zoning district codes are in place to guide redevelopment on this and other contributing sites along the corridor. While the state of the nation's economy has yet to rebound, targeted redevelopment projects may help spur such a rebound and therefore should not be delayed or postponed.

Because the City Commission is interested in moving forward as expeditiously (and appropriately) as possible, the Commission authorized a two-step Request for Proposal (RFP) process. The benefits of a two-stage redevelopment process are many including the ability to solicit interest quickly, to encourage broad developer participation with minimal up-front time and entry cost, and to receive the widest range of concepts and possibilities consistent with desired goals.

The City's RFP announcement, was approved by the City Commission prior to dissemination, which included a statement of desired goals, an explanation of the proposed process and timelines, and detailed site information. Once the RFP was issued, a Cone of Silence became in effect preventing potential bidders from speaking with members of the City Commission or any RFP-related evaluation committee. A suggested, but not mandatory, site tour and preproposal conference was held prior to the RFP due date to allow potential teams to present questions to staff.

Stage I of the two stage process was a qualifications round in which developers submitted proposed team credentials, described previous (and hopefully relevant) projects, and provided a brief discussion (two pages, no elevations) of the proposed concept.

Generally speaking, Stage 1 required respondents to provide:

detailed qualifications (development track record of the entire development team proposed)

descriptions of representative development projects by the team (individually and collectively)

demonstration of ability to secure financing of large scale projects, and

preliminary program concept (mix, character and sizing of uses and phasing).

Four developers were selected for Stage II including
Allied Capital & Development of South Florida, LLC, Margaritaville, Planet Hollywood, and Shefaor Development.

An interdisciplinary Evaluation Committee recommended to the City Commission a short list of the most qualified developers based on weighted criteria included in the RFP. From that recommended list, the City Commission then selected the developers chosen to compete in the Stage II process.

Stage II submittals required conceptual site plans and design elevations, market analyses, financial proposals and other detailed considerations that are costly and cumbersome to prepare.

The Stage ll RFP, due Feb 18, 2010 required:

preliminary design concept (preliminary site plan, massing, height, physical character)
preliminary feasibility and marketing analyses and financing plan;
preliminary environmental impact and traffic analysis;
preliminary proposed terms for lease of the site, and
preliminary project implementation schedule.

The Stage II proposals were be accompanied by a cashier's check for $10,000 which will be refunded to unsuccessful proposers but will be nonrefundable to the successful proposer.

The Evaluation Committee reconvened to hear Stage II developer presentations and to receive staff and consultant findings on March 4, 2010. The Committee then forwarded a recommendation (and/or ranking) based on the weighted criteria to the City Commission for consideration ranking Margaritarville as the highest ranked proposal.

The City Commission/CRA Board voted on April 7, 2010 to allow City staff to enter into preliminary negotiations with Margaritarville for a 90 day period to draft business terms and confirm financing viability.

Visitor Information

Visitor Information

Related Links

Fort Lauderdale-Hollywood International Airport
So close, the word "Hollywood" is even a part of the official airport's name. The Fort Lauderdale-Hollywood International Airport serves 21.4 million passengers per year and provides non-stop service to more than 55 U.S. cities and international service to Canada, the Bahamas, the Caribbean, Mexico, and South America. Carriers include: American Airlines, Air Canada, Continental Airlines, Delta Air Lines, Frontier, JetBlue, Northwest, Southwest, Spirit, and US Airways. Log onto www.broward.org/airport to see how this airport is taking off.
Port Everglades
Eighty per cent of the land area of Port Everglades is actually situated within the City of Hollywood. The total value of economic activity at Port Everglades surpasses $18 billion. Log onto www.porteverglades.net to learn more about the busiest cargo port in the world and one of the busiest passenger ports.
Hollywood Office of Tourism
The Hollywood Office of Tourism is the official tourism marketing organization for the City of Hollywood. Tourism is Hollywood's number one industry. In the course of a single year, millions of visitors to Hollywood will generate approximately $438 million in taxable sales, $30 million in state taxes and employ thousands of area residents. Last year, Hollywood accounted for $6.5 million or 16.04 percent of the total tourism tax collection in the Greater Fort Lauderdale region. Of the 31 cities in Broward County, Hollywood was number two, second only to Fort Lauderdale, in the contribution of tourist tax dollars to Broward County. Log onto www.visitHollywoodFl.org to get an idea of the many places to stay, things to do, ecoadventures to explore, events to experience, and more.
Hollywood CRA
The Hollywood Beach Community Redevelopment District was created in 1997 and consists of 293 acres from Sherman Street south to the south property line of the Westin Diplomat Resort and Spa, and from the Intracoastal Waterway to the Atlantic Ocean. The CRA is funded through Tax Increment Financing (TIF). In 1977 an Amendment to the Community Redevelopment Act passed by the Florida Legislature authorized tax increment financing of community redevelopment projects within the Community Redevelopment Area. Funding for the CRA is determined annually and is in the amount of the increment. This is the portion of the tax revenues generated within the redevelopment area over and above the base year (1997). The 2.5 mile Broadwalk was funded through the increment and current projects include the undergrounding of utilities and streetscape improvements for an 18 block area. For more information, log onto www.HollywoodBeachCRA.org.
City of Hollywood Department of Planning and Development Services
The City-wide Master Plan was created in 2001 which helps guide local development. To access this plan, along with a listing of current development projects and the Zoning and Land Development Code and other helpful information log on to http://www.hollywoodfl.org/comm_planning.
Hollywood, Florida National Cable Television Commercial