New lodge proposal is good for Hammock, good for Flagler

Palm Coast Observer
Opinion

Sara and I are writing in support of Salamander Resorts’ proposed redevelopment of the Lodge at Hammock Beach Resort.

• We have significant “skin in the game” in Flagler County and the Hammock Beach community:

• We have been property owners and members of Hammock Beach for over 10 years.

• We are full-time residents at Hammock Beach.

• Our technology company is located in the Hammock, and we are actively recruiting technology professionals, and their families, to Flagler County from around the country.

• Our children attend schools in Flagler County and participate in many local activities.

We have done our homework

In 2009, we opposed the Ginn-Lubert Adler “notice of proposed change” at Hammock Beach. We evaluated it and determined it was far too large and not well thought out. The proposal for 541 units, on a new 34-acre cluster, with changes to 16th Road and golf course, would be too detrimental to our neighborhood. We joined our neighbors in 100% opposition to the plan and were pleased when it was denied it in 2010.

We approached Salamander’s proposal as skeptics. We were not part of the “community committee” that had been working with Salamander since late 2013. Our first exposure to Salamander’s concept was at the large “Hammock Beach community town hall meeting” in April 2014. That meeting was open to all Hammock Beach property owners and members and lasted four hours on a Saturday morning. After an extensive Q&A session, a vote was taken and 86% of the Hammock Beach community supported Salamander’s proposal. This was a dramatic change from the 0% community support of the old NOPC project.

Better than 2010 proposal

Why the big change in community support from the NOPC to Salamander’s proposal? Because it is fundamentally different and better. Salamander’s plan to redevelop the Lodge is much smaller, less intense and fits within the footprint of the existing lodge site.

Since the April 2014 town hall meeting, we have spent over 100 hours researching Salamander’s plan, and testing its viability based upon competing resorts in our region. We visited (at our own expense) Salamander’s new resort in Middleburg, Virginia, and The Sanctuary at Kiawah Island Golf Resort to see if the Salamander executives delivered on their promises in those communities. We confirmed with employees, residents and members that Salamander had indeed delivered on their promises. We also benchmarked the Salamander plan against Amelia Island and their recent bankruptcy and redevelopment. Lastly, we attended the many community meetings with Scenic A1A Pride, Hammock Conservation Coalition and the Flagler County Planning and Development Board. We are well educated about this project and its implications to our community.

Facts about the new lodge

The opposition has published messages of a “mega-hotel and conference center” being developed “on the beach” or “on the golf course.” Those messages are simply untrue.

• The new Lodge is wholly contained within the existing Lodge site. No undeveloped land is touched.

• The new Lodge is two feet shorter than the current Lodge.

• The new Lodge is 15 feet farther from the dune than the current Lodge which puts less shadow on the beach and protects more dune.

• The new Lodge will have the same uses as the existing Lodge: golf pro shop, locker rooms, golf cart barn, restaurant and bar, conference rooms, hotel rooms, pool, member lounge and fitness facility.

• The new Lodge is supported by 86% of the community most impacted by the project — Hammock Beach property owners.

Here are the facts why Salamander’s plan to redevelop the Lodge at Hammock Beach should be approved:

• The Lodge is already a hotel and there has always been a plan for a resort hotel within the Hammock Dunes development of regional impact, or DRI, now classified as a planned unit development.

• This plan is consistent with the Flagler County Comprehensive Plan, River to Sea Scenic Byway Corridor Management Plan, and Flagler County Land Development Code, including applicable provisions of the Scenic A1A Corridor Overlay.

• It has overwhelming support from Hammock Beach property owners.

• It has no negative environmental impacts.

• It maintains the integrity of the plat restriction, and protects the golf course from future development.

• It will enhance conservation in the Hammock by providing major new funding of $100,000-plus per year.

• It will provide a new, large event space in Flagler County so our high school proms and other community events can stay in our county.

• It will introduce new professionals and executives to our beautiful area. Some will choose to buy here, live here and relocate (or launch) their businesses here.

• It is a proven business model; the “club + premium resort/hotel”model is working at Amelia Island and Kiawah Island.

• Salamander has a proven track record delivering on their promises at other premium properties.

• Hammock Beach is struggling with declining revenues; something needs to change or this will become a crisis in our county.

Why Flagler needs this

The redevelopment of the Lodge is critically important to our local economy. Flagler County still ranks second in the state for unemployment. Hammock Beach is the No. 3 private employer in our county and represents 14% of the county’s tax base. This project represents the best opportunity to jump-start our local economy in terms of lodging, jobs, business creation, investment, and real estate values.

The public and private sector leaders in Flagler County have an obligation of environmental and economic stewardship. The key is to encourage projects that achieve a balance that preserves the natural beauty that attracted us all to this county while also facilitating economic opportunities for our citizens. Salamander’s proposal achieves such a balance and does so at a scale that will have a meaningful impact on Flagler County.

Sara and I encourage our community to support this project as we do. It is a reasonable plan, it is a thoughtful plan, it has been proven in other communities and is strongly supported by the community it most directly impacts — the residents of Hammock Beach. Please don’t be swayed by misinformation and misleading petitions that don’t present you with all the facts.