Jacksonville, Florida, January 13, 2026
Baptist Health has announced its plans to construct a 15-story dual-branded Marriott hotel in downtown Jacksonville, Florida. This $110 million development will feature 226 rooms, combining extended-stay options under the Element by Westin brand and boutique-style rooms under the Tribute Portfolio brand. The hotel is designed to serve both hospital visitors and guests while enhancing the local hospitality sector. Baptist Health is seeking nearly $21 million in city incentives to support this significant project.
Baptist Health Announces Plans for Dual-Brand Marriott Hotel on Jacksonville’s Southbank
Jacksonville, Florida – Baptist Health has unveiled plans to construct a 15-story, dual-branded Marriott hotel on its downtown Southbank campus. The proposed $110 million development aims to enhance the local hospitality landscape and provide accommodations for hospital patients and visitors.
Project Details
The hotel will feature 226 rooms, combining extended-stay accommodations under the Element by Westin brand and boutique-style rooms under the Tribute Portfolio brand. Amenities include a rooftop restaurant and terrace offering panoramic views of the St. Johns River, open to the public, and an on-site parking garage with 130 spaces. The hotel is slated to be built on a 1.82-acre site at 1051 Palm Avenue, currently a parking lot. Concord Hospitality Enterprises, based in North Carolina, will operate the hotel upon its completion. The development is expected to generate a 10% internal rate of return, with Baptist Health viewing this as acceptable due to the project’s benefits to the hospital and downtown development.
Incentives and Community Impact
Baptist Health is seeking nearly $21 million in city incentives to support the project. This includes a $12.9 million Recapture Enhanced Value Grant and an $8 million completion grant, which would be paid out over two years after the hotel’s construction. The Downtown Investment Authority is scheduled to consider the incentives package at its January 21 meeting. The hotel is expected to serve as an amenity for the hospital campus while benefiting downtown Jacksonville by generating property tax revenue and fulfilling the need for four-star, full-service accommodations on the Southbank.
Background
Baptist Health is a faith-based, non-profit health system comprising seven hospitals with 1,168 beds, a cancer center, four satellite emergency departments, and more than 200 patient access points of care, including 50 primary care offices located throughout northeast Florida and southeast Georgia. The Southbank area, where the hotel is proposed, is a mixed-use district along the St. Johns River, south of downtown Jacksonville, and is served by the Jacksonville Transportation Authority’s Skyway, an extensive bus network, and the Jacksonville Water Taxi.
Marriott’s Presence in Jacksonville
Marriott International has a growing presence in Jacksonville. In June 2020, the former Lexington Hotel & Conference Center on the Southbank rebranded as The Southbank Hotel at Jacksonville Riverwalk, marking Marriott’s first hotel in downtown Jacksonville.
Conclusion
The proposed dual-brand Marriott hotel by Baptist Health represents a significant investment in Jacksonville’s hospitality sector, aiming to meet the needs of hospital patients, their families, business travelers, and tourists. The project is poised to contribute positively to the local economy and enhance the city’s appeal as a destination.
FAQ
What is the proposed development by Baptist Health?
Baptist Health plans to construct a 15-story, dual-branded Marriott hotel on its downtown Southbank campus in Jacksonville, Florida. The development is estimated to cost $110 million and will feature 226 rooms, combining extended-stay accommodations under the Element by Westin brand and boutique-style rooms under the Tribute Portfolio brand. Amenities include a rooftop restaurant and terrace offering panoramic views of the St. Johns River, open to the public, and an on-site parking garage with 130 spaces. The hotel is slated to be built on a 1.82-acre site at 1051 Palm Avenue, currently a parking lot. Concord Hospitality Enterprises, based in North Carolina, will operate the hotel upon its completion. The development is expected to generate a 10% internal rate of return, with Baptist Health viewing this as acceptable due to the project’s benefits to the hospital and downtown development.
What incentives is Baptist Health seeking for the project?
Baptist Health is seeking nearly $21 million in city incentives to support the project. This includes a $12.9 million Recapture Enhanced Value Grant and an $8 million completion grant, which would be paid out over two years after the hotel’s construction. The Downtown Investment Authority is scheduled to consider the incentives package at its January 21 meeting. The hotel is expected to serve as an amenity for the hospital campus while benefiting downtown Jacksonville by generating property tax revenue and fulfilling the need for four-star, full-service accommodations on the Southbank.
What is the background of Baptist Health?
Baptist Health is a faith-based, non-profit health system comprising seven hospitals with 1,168 beds, a cancer center, four satellite emergency departments, and more than 200 patient access points of care, including 50 primary care offices located throughout northeast Florida and southeast Georgia. The Southbank area, where the hotel is proposed, is a mixed-use district along the St. Johns River, south of downtown Jacksonville, and is served by the Jacksonville Transportation Authority’s Skyway, an extensive bus network, and the Jacksonville Water Taxi.
What is Marriott’s presence in Jacksonville?
Marriott International has a growing presence in Jacksonville. In June 2020, the former Lexington Hotel & Conference Center on the Southbank rebranded as The Southbank Hotel at Jacksonville Riverwalk, marking Marriott’s first hotel in downtown Jacksonville.
Key Features of the Proposed Hotel
| Feature | Description |
|---|---|
| Location | 1051 Palm Avenue, Jacksonville, Florida |
| Height | 15 stories |
| Room Count | 226 rooms |
| Brands | Element by Westin (extended-stay), Tribute Portfolio (boutique) |
| Amenities | Rooftop restaurant and terrace, on-site parking garage with 130 spaces |
| Development Cost | $110 million |
| Incentives Sought | $12.9 million Recapture Enhanced Value Grant, $8 million completion grant |
| Completion Date | Not specified |
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Author: STAFF HERE JACKSONVILLE WRITER
The JACKSONVILLE STAFF WRITER represents the experienced team at HEREJacksonville.com, your go-to source for actionable local news and information in Jacksonville, Duval County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Jacksonville Jazz Festival, Riverside Arts Market, and World of Nations Celebration. Our coverage extends to key organizations like the Jacksonville Chamber of Commerce and JAXUSA Partnership, plus leading businesses in logistics, healthcare, and entertainment that power the local economy such as CSX Corporation, Baptist Health, and VyStar Credit Union. As part of the broader HERE network, including HEREOrlando.com, HEREStPetersburg.com, HERETallahassee.com, and HERETampa.com, we provide comprehensive, credible insights into Florida's dynamic landscape.
