Gateway Jax Signs Marriott Deal for $50 Million Redevelopment of 109-Key Historic Ambassador Hotel in Jacksonville

Gateway Jax has signed an agreement with Marriott International and The Indigo Road Hospitality Group to redevelop Jacksonville’s historic Ambassador Hotel into a 109-key Tribute Portfolio property, marking a $50 million restoration project within the company’s broader multi-billion-dollar Pearl Square district development.

$50 million redevelopment to revive 102-year-old landmark

The Ambassador Hotel, a 102-year-old property located in Downtown Jacksonville, is set to undergo a comprehensive redevelopment and rebranding as Hotel Merrydelle. The project will transform the long-vacant structure into a 109-room hotel under Marriott International’s Tribute Portfolio brand.

Gateway Jax acquired the property and surrounding land in February 2025 for $17 million. The site spans approximately 1.48 acres, covering the block bordered by Duval, Julia, Church, and Pearl streets. The redevelopment will include restoration of the historic hotel, demolition of the adjacent Central National Bank building, and construction of a new parking garage.

Construction is scheduled to begin in spring 2026, with Campo Architecture & Interior Design leading the design work, supported by Skiles Engineering and Avant Construction Group.

Partnership brings global brand and operational expertise

The redevelopment is being delivered through a partnership between Gateway Jax, Marriott International, and The Indigo Road Hospitality Group. The latter will manage the hotel operations and oversee its food and beverage programming.

The property will join Marriott’s Tribute Portfolio, a collection of independent boutique hotels positioned around distinctive design and localized experiences. The affiliation provides the project with access to Marriott’s global distribution network while maintaining an independent identity aligned with the brand’s positioning.

According to the developer, the partnership reflects a strategy to combine historic preservation with global brand reach and operational expertise.

Restaurant and F&B concept anchored by Indigo Road

As part of the redevelopment, The Indigo Road Hospitality Group will introduce a new food and beverage offering at the property. The group plans to expand its Atlanta-based Italian restaurant concept, Colletta, into the hotel.

The restaurant is expected to feature approximately 120 seats and offer a menu centered on wood-fired pizzas, house-made pasta, and antipasti. Additional dining formats will include a family-style, chef-curated experience alongside a beverage programme featuring Italian wines, spritzes, and seasonal cocktails.

This integrated culinary component is positioned to enhance the hotel’s appeal as a lifestyle destination within the downtown district.

Project integrates into $750 million Pearl Square development

The Hotel Merrydelle redevelopment forms part of Gateway Jax’s larger Pearl Square district, a planned mixed-use development in Jacksonville’s NorthCore area. The company has outlined an investment of at least $750 million across nine properties within the district.

The Pearl Square development itself is part of a broader initiative encompassing 25 properties, with a potential total investment exceeding $2 billion if fully completed. The Ambassador Hotel project represents a key component of this phased development strategy, contributing to the revitalization of downtown Jacksonville.

Gateway Jax is a partnership between CEO Bryan Moll, JWB Real Estate Capital, and DLP Capital, focusing on large-scale urban redevelopment projects.

Historic preservation and repositioning strategy

The Ambassador Hotel, listed on the National Register of Historic Places since 1983, has remained vacant for several years prior to this redevelopment initiative. The restoration aims to preserve the building’s historical significance while repositioning it for modern hospitality use.

As part of the redesign, the hotel’s main entrance will be relocated from Julia Street back to its original location on Church Street, aligning with its historic configuration. The new identity, Hotel Merrydelle, is named in honor of Merrydelle Hoyt, a founder of the Jacksonville Fine Arts Society.

The project reflects a broader industry trend of adaptive reuse, where historic buildings are restored and integrated into contemporary hospitality offerings. By combining heritage preservation with modern branding and operational frameworks, developers are increasingly leveraging legacy assets to meet current market demand.

With construction set to begin in 2026, the Hotel Merrydelle redevelopment represents a significant step in Gateway Jax’s strategy to transform downtown Jacksonville through large-scale, mixed-use investments anchored by hospitality-led projects.