First Major Hotel on Lincoln Road is Planned

Real Estate

Sam Herzberg is seeking approval for the first major hotel on South Beach’s famed Lincoln Road.

His plan for the Sterling Building is the first proposal under the zoning changes the Miami Beach City Commission approved in October to allow up to 500 rooms from Pennsylvania Avenue to Lenox Avenue.

On Dec. 17, the city’s Planning Board will consider the application by the Sterling Building, owned by Herzberg, to renovate and expand the property at 927 Lincoln Road.

Currently with 32,378 square feet of retail and 11,162 square feet of offices, the buildings there were developed in 1928 and 1955. The older building, which is along Lincoln Road, is considered a historic structure and would remain. The newer building along Lincoln Lane would be mostly demolished to make way for a seven-story hotel.

The project would have 144 hotel rooms and 27,736 square feet of retail. Herzberg said 130 rooms would be in the new hotel tower. The other rooms would be in the second floor of the existing building along Lincoln Road, although he’s still considering using that space for an events room or amenities for the hotel instead of rooms.

Herzberg said the Sterling Building is a great location for a hotel because it’s near the recently expanded Miami Beach Convention Center, which he expects to draw more events.

“We also feel being on Lincoln Road is a nice experience for guests,” Herzberg said. “We have a lot of nice restaurants and shopping.”

The hotel would have a pool and bar on the roof. The entrance lobby and valet would be along Lincoln Lane. There would be no on-site parking. A breezeway would allow pedestrians to walk from Lincoln Road to Lincoln Lane.
The application said the hotel would have 23 employees.

Herzberg said he hasn’t selected a hotel brand or manager yet. He hopes to break ground in summer 2020.

The hotel was designed by Kobi Karp Architecture. Miami attorney Mickey Marrero represents the developer in the application.

Meanwhile, Lincoln Center Associates is planning a hotel at 690 Lincoln Road, but those plans have not made it to city hearings yet.