NEW SMYRNA BEACH -- More than a hundred people agreed a world-class hotel for this tourist-oriented seaside community would boost the local economy by millions, but there was sharp division whether quaint Flagler Avenue with its charming boutiques would be ruined by a towering structure with as many as 150 rooms.
Mayor Sally Mackay was able to gain a majority vote on the City Commission for approval of a hospitality land-use development that could be built as an "overlay" in a commercial district such as U.S. 1, State Road 44, East or West Canal or the causeway corridors. And yes, even historic Flagler Avenue.
The hotel would be limited to 75 rooms per acre with a maximum of 150 rooms on two acres. The 3-2 vote Wednesday was only to approve the change to the city's development codes, not for specific cite location, which would come later.
But while the group pushing for the land-use amendment appeared to signal Flagler Avenue as the point of interest, others like weren't so ready to rally by their side.
"Just because the economy is bad is not the time to sell out Flagler Avenue's charm," Diane Hughes said.
Another beachside resident, Marie Bushey, added the business owners "all want it on Flagler Avenue. That's my concern -- is it won't be placed somewhere else. That it will be placed on Flagler Avenue. And I just don't think it's the right choice for our unique community."
A two-year push for the hospitality district has been spearheaded by Steve Dennis, executive vice president of the Canal Street-based Southeast Volusia Chamber of Commerce.
Challenging City Commissioner James Hathaway's notion that such a project would never fly on Flagler Avenue once it came to an actual vote and would merely waste a developer's time and money, Dennis responded, "A developer is risking every time he brings something forward... We're more afraid to do something than we are to have a vision of what might be better."
Dennis said New Smyrna Beach and Flagler, in particular, would benefit from a world-class hotel, pointing out that local merchants are struggling to stay afloat in the sour economy. He had 250 letters of support from chamber members whom he made clear to the commission were "voters, business and property owners," who are seeking an economic boost.
"Two more people went out of business today," Dennis said. "In the past two weeks, 30 have failed in our community."
Dennis described the hospitality amendment as a "tool" to use, adding with it, "you have the safeguards."
Robert Lott, president-elect of the chamber, owner of Lott Financial on Flagler, a principal owner of The Observer weekly newspaper on Canal Street, a member of the Southeast Volusia Hospital Authority and chairman of the Edgewater Economic Development Commission, said a hotel on Flagler or anywhere else in New Smyrna Beach would bring in millions.
"Don't cut anybody out of this opportunity," Lott implored the commission. "It would be totally unfair."
Mayor Mackay said she agreed with Dennis' point that approving the land-use amendment would allow for stricter controls before a hotel could be built.
"We are considering an overlay, which has got five initial hoops and nine more," she said the hospitality amendment, which would adhere to stricter guidelines than what city codes now provide.
"That's an awful lot of insurance that we get what is right for Flagler Avenue or any other place in the town."
The mayor was supported by commissioners Lynne Plaskett and Jack Grasty. Commissioner Randy Richenberg, also the vice mayor, voted with commissioner Hathaway against the hospitality amendment.
Adelle Alleti, owner of Gone Bonkers on Flagler, offered a conciliatory tone, saying perhaps there was room for compromise.
"The idea of taking Flagler totally out of the mix does not appeal to me," she said, but added, "I also don' want to see a zero lot-line, four-story building. I think we need to see hat can be built there. I really don't want to be taken out of the process, but I also don't want to see a huge motel that would ruin the area either. There is a way we can do both."
Florida Avenue resident Walter Glenn, whose home is adjacent to Flagler, saw no need for compromise.
"I don't know why we want to change this city," Glenn said. "Why don't you do what's right for the people who already live here instead of trying to hog tie more people by giving them a free gift. Thank you and I'd appreciate it if you would look out for us."