Brace, New Yorkers: The next big chain to parachute into Times Square—joining the ranks of the Hard Rock Café, Bubba Gump Shrimp Company, and the M&M store—is Margaritaville. The brand, created by musician Jimmy Buffett, will open its first hotel in the northeast at the 560 Seventh Avenue, in a 29-story building with 234 guest rooms.
The property at the corner of Seventh Avenue and 40th Street has been destined for a hospitality transformation for some time now; Sharif El-Gamal’s Soho Properties bought the building, once occupied by the Parsons School of design, back in 2013, and a Dream Hotel was once rumored to be taking over the space. That plan never panned out.
Margaritaville, which has 12 different resorts and hotels across the U.S., is quite a departure from the Dream brand: Inspired by Buffett’s drunken beach bum persona, the hotel will “will bring an authentic “no worries” vibe to the city that never sleeps,” according to a press release.
The same release notes that the hotel will have several different restaurants and bars, including a LandShark Bar & Grill, 5 o’Clock Somewhere Bar, Floridays Airstream Café, and “an all-new concept,” Chill Bar. It’s all expected to open sometime in 2020.
“We are thrilled to collaborate with one of the world’s most beloved brands and bring New York’s first Margaritaville to Times Square, where it will undoubtedly be a top destination for visitors and NYC residents alike,” El-Gamal said in a statement. We’ll see.