In a move that would radically revamp Jacksonville’s commercial profile, developers are hoping to bring a gleaming new Hard Rock Hotel to a long-vacant downtown parcel.
City officials confirmed that there are active talks to bring the global chain to the Bold City at the Berkman Plaza II site on Bay Street along the Northbank riverfront.
The site had housed a half-built condominium for nearly 15 years before its demolition in 2022
Multiple developer groups are examining downtown parcels, and one is actively exploring the Hard Rock brand for that location.
The city’s spokesperson clarified that the discussions involve a hotel only—a casino is not part of the current concept.
If realized, the new Hard Rock Hotel would be situated just upstream from the Four Seasons Hotel under development by Jaguars owner Shad Khan, adding to a growing momentum in riverfront development.
Officials stressed that no deal has been finalized.
Hard Rock Hotels are known for combining high end accommodations with a music-inspired atmosphere, featuring memorabilia, curated playlists, and entertainment-driven amenities.
The brand was launched in 1979 as an offshoot of Hard Rock Cafe and now operates in major cities and resort destinations worldwide.
Owned by the Seminole Tribe of Florida since 2007, Hard Rock has expanded into resorts, casinos, and large entertainment complexes.
