Project Background

The following background is provided from the city of Hollywood website at and was accurate as of Sept. 5, 2011

In the summer of 2009 the City of Hollywood issued a two-stage Request for Proposals (RFP) for the redevelopment of the nearly 6 acres of city-owned land located at Johnson Street and A1A on Hollywood Beach. This RFP was developed after numerous community meetings to gather input from Hollywood residents and business owners about their ideas and priorities for this important beachfront site. Click here for a copy of the RFP offering, including exhibits and addenda.

The City’s RFP announcement was approved by the City Commission prior to dissemination and 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 proposals were submitted by the September 30, 2009 (2:00 pm) deadline. They were submitted by Allied Capital & Development of South Florida, Margaritaville, Planet Hollywood, and Shefaor Development. Click here to view the developer credentials and the evaluation process.

After considering the findings of the Staff Evaluation Committee and consultant findings, the City Commission allowed all four groups to compete in the Stage II round by the City Commission. Click here for Stage II submittals.

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 responses, due Feb 18, 2010 required:

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

Click here to view the requirements for Stage II along with an addendum. Two development teams submitted proposals: Margaritaville at Hollywood Beach and Ocean Resort and Village by Planet Hollywood. Click here to view copies of the submitted proposals along with City Reports, Analyses, and Evaluations.

On March 4th, the Stage II Johnson Street Evaluation Committee convened to hear developer presentations and listen to the findings of three expert consultants brought in by the City to analyze both proposals. After deliberations, each member of the evaluation committee scored the presentations based on the criteria provided in the RFP. Click here to view the Stage II Staff deliberations and evaluation committee scores. As a result of this information, Margaritaville received the highest number of first place votes and the highest number of overall points from the Evaluation Committee.

Prior to forwarding the Staff and Consultant recommendations to the City Commission for consideration, the City asked the two development teams, Planet Hollywood and Margaritaville, to take part in a Community Forum on Monday March 16th at 6:00 p.m. at Hollywood City Hall, Room 219, 2600 Hollywood Boulevard. The purpose of the forum was to provide the public with an opportunity to hear about and see both development proposals and ask questions about each team’s project plans. Click here to view the Stage II Community Forum.

The evaluation committee’s recommendation, consultant reports and community feedback were presented at the April 7th Special Joint City Commission/CRA meeting. During that meeting, the City Commission discussed the proposals and took additional public comment. At the conclusion of the meeting, the City Commission/CRA voted 7-0 to authorize staff to commence preliminary negotiations with the highest ranked firm (Margaritaville) for a 90 day period. Click here to view the proceedings or for copies of the agenda packet, as presented.

Memorandum of Understanding (MOU) Approved

On Wednesday, July 7, 2010, the Hollywood City Commission (acting also in its capacity as the Hollywood CRA Board) unanimously approved the execution of a Memorandum of Understanding between the City of Hollywood, the Hollywood Community Redevelopment Agency and Margaritaville Resort At Hollywood Beach, LLC. The Memorandum of Understanding outlined business terms for a contemplated 99 year lease agreement between the City and Margaritaville. Margaritaville was selected through a competitive RFP process. As noted in the Memorandum of Understanding, the privately developed and managed Margaritaville Resort will include 360 guest rooms, 35,000 square feet of convention space, 30,000 square feet of restaurant/bar, 6500 square feet of retail and 1056 parking spaces on a five-acre City-owned site, between Johnson Street and Michigan Street, along A1A and the award-winning Hollywood Beach Broardwalk. A boat launch is also envisioned along the Intracoastal immediately west of the project along AIA, as is a large public plaza on Johnson Street. (To view the July 7 presentation and vote, click here. For a complete copy of the materials submitted in the agenda package, including the Staff Summary/Expected Timeframes and Lease-Required Deadlines, the Memorandum of Understanding, and the detailed consultant report outlining the financial terms of the business deal, click here).


  1. Corey says:

    Where might one look to be updated on any events that may be happening during the construction? I only live 2 miles from here and I missed the groundbreaking ceremony, and would like to make it to any others if there are.

  2. HollywoodMargaritaville Admin says:

    Keep an eye on this website or subscribe to our feed to be notified whenever information is posted. We will keep you updated as soon as we know.

  3. Betty says:


  4. Fins Up! says:


    I drove by the site last summer finding it purely by random chance. I have to be down in FLL/Hollywood in a couple weeks as part of a baseball trip to Miami. I’d like to swing by to see how costruction is going but i cant for the life of me remember how to find the site. Do you have a nearby address I could use to put in my GPS to find it? Thanks

  5. Evelyn says:

    I want to know if Mr. Thomas Wohl that used to own Home Savings Bank in downtown hollywood is involve on this project.

  6. MADELINE says:


  7. Dianna says:

    When are you going to open

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