The iconic Sirata Beach Resort, a 382-key destination on St. Pete Beach, is set to undergo a significant transformation. Approved by the St. Pete Beach City Commission, the expansion project will introduce two new hotels to the property, promising to reshape the landscape of Gulf Boulevard and enhance the resort experience.
After extensive deliberation, including hours of public testimony and discussions, the St. Pete Beach City Commission gave the green light to the controversial expansion plans for the Sirata Beach Resort. In a 3-2 vote held on Tuesday evening, February 27th, the commission approved a conditional use permit (CUP) allowing for the construction of a 290-key luxury JW Marriott hotel, a 130-key limited-service Hampton Inn, and a comprehensive renovation of the existing 382-key resort located at 5300 Gulf Boulevard.
This decision followed a lengthy five-hour discussion and vote, which was a continuation of an almost 11-hour public hearing the previous week. During that prior hearing, newly appointed commissioners moved to postpone the final decision, indicating the gravity and complexity of the project.
Commissioners Nick Filtz and Mayor Adrian Petrila opposed the approval, voicing concerns about potential view obstruction for residents of the neighboring Seamark Condominiums, anticipated increases in vehicular traffic, and the aesthetic design of the proposed hotels.
Project Details and Vision for Sirata Beach Resort
“The residents and the developer [resort owner Columbia Sussex] don’t agree on almost anything, but they agree on one thing: that the impact of this will not be minimal,” stated Mayor Petrila, highlighting the significant scale of the project and its potential effects on the surrounding area.
The expansion plans, initially submitted in early 2023, outline a reconfiguration of the existing Sirata Beach Resort. Over 50 existing rooms will be removed to make way for a new standalone restaurant and pool area, enhancing the amenities for resort guests.
The proposed JW Marriott hotel, designed as a luxury offering, will feature a notable fourth-floor rooftop deck complete with a bar and dining area. This new hotel will be situated on the northern part of the Sirata property, adding a prominent structure to the skyline.
Complementing the JW Marriott, the Hampton Inn hotel, catering to a limited-service market, will be constructed at the southern end of the Sirata property. This dual-hotel approach aims to diversify the accommodation options available at the resort.
Upon completion of the two new hotels and the planned renovations to the existing resort, the Sirata Beach Resort complex will boast a total of 646 hotel units. This represents a significant increase from the current 264 units, signaling a major growth in accommodation capacity.
Community and Commission Perspectives
Residents of the adjacent Seamark Condominiums actively participated in last week’s commission meeting, expressing concerns about the potential impact of the hotel expansion on their views. While acknowledging partial view obstruction, their primary concern was the overall change to their living environment and property values.
“They [the owners of the Sirata] made very little effort to minimize the impact … I can tell you this will have a detrimental impact on not just quality of life, but an immediate negative impact on property values,” argued Mayor Petrila, emphasizing the long-term consequences for nearby residents. “The view – once it’s gone, it’s gone.”
Mayor Petrila also criticized the developer and their team for what he perceived as dismissive and condescending behavior when addressing questions from both officials and residents throughout the multiple meetings and hearings.
Commissioner Lorenzen acknowledged the significance of the decision, stating, “This is a big moment for St. Pete Beach. The city hasn’t faced anything like this in decades,” and expressed being “torn” on the project, reflecting the complex considerations involved.
Developer Vision and Public Benefits
Columbia Sussex, the Kentucky-based hotel management company that acquired the Sirata Beach Resort in late 2022 for $207 million, is committed to a substantial $250 million investment in this expansion project. The development is situated within the city’s Large Resort District, an area designated for such large-scale projects.
Commissioner Lorenzen pointed out that “The comprehensive plan is begging developers to redo the resort district,” suggesting the project aligns with the city’s long-term development goals and vision for the area. He also indicated that some resident concerns might stem from fear and emotion rather than a purely objective assessment of the project’s merits within the city’s broader plan.
Commissioner Karen Marriott highlighted the often-overlooked public benefits associated with the development. “I see benefits that haven’t been talked about tonight; those are the beach easements and [beach] access,” she stated, emphasizing the rarity of private property owners providing public beach access points. The developers also plan to undertake dune restoration as part of the project, further enhancing the natural beach environment.
The redevelopment plans for the Sirata include the construction of a public boardwalk along the beach, fully funded by the developer. Additionally, Columbia Sussex has committed to widening the sidewalks along Gulf Boulevard to 10 feet, ensuring ample on-site parking to mitigate traffic congestion on Gulf Boulevard, and implementing lighting restrictions and specialized window film for sea turtle nesting safety.
“If we don’t approve the application for the conditional use, we lose the ability to negotiate on a lot of those things depending on what they decide to do,” Commissioner Marriott explained, emphasizing the negotiated community benefits secured through the CUP process. “Not a single person who lives adjacent to that property bought their property when there wasn’t a hotel there … None of us get to dictate what is happening on our neighbors’ properties.”
Next Steps for Sirata St Petes Beach Expansion
Following feedback from commissioners, particularly regarding the design of the proposed parking garages, the developers have agreed to host a design charrette in the near future. This forum will allow community members to provide input and feedback on the parking garage design, demonstrating a degree of responsiveness to local concerns.
Commissioner Marriott also noted the current Sirata resort’s non-conformity to modern building codes. “Sirata is non-conforming [to today’s building codes] so they can’t tear down and rebuild the Sirata without conditional use,” she clarified, highlighting the necessity of the CUP for any significant redevelopment of the property.
The commission considered over 40 proposed building conditions before granting the CUP. One condition, a wind impact study, was rejected by Columbia Sussex due to the potential nine-month delay it would impose on the project timeline.
With the conditional use permit now approved, Columbia Sussex will proceed to the permitting phase of the project. As of now, a detailed construction timeline for the Sirata St Petes Beach expansion has not been publicly announced. However, this approval marks a significant step forward for the ambitious redevelopment of this key St. Pete Beach resort, promising a revitalized destination for visitors and a notable change to the Gulf Boulevard landscape.
