Despite resident concerns, new hotel, restaurant and bar could be coming to Carolina Beach

Virginia Beach-based hotel management firm Harmony Hospitality is proposing a conditional rezoning request to build an Embassy Suites in Carolina Beach.

The firm is requesting the rezoning of 223, 225, 227, 235, 237 and 239 Carolina Beach Ave. It would allow for a multipurpose development, including the hotel, restaurant and parking. Currently, the parcels are zoned as part of the Central Business District.

The hotel management company currently owns nine hotels and while it’s based out of Virginia Beach, has conducted business in New Hanover County before.

“Harmony Hospitality manages other properties in our marketplace … Cloud 9 Rooftop Bar, Steam Restaurant [and Bar], Embassy Suites Wilmington Riverfront Hotel,” managing partner Max Deutsch told residents at a community meeting.

Three of the parcels -- 235, 237 and 239 Carolina Beach Ave. -- are owned by Carolina Beach Hospitalities LLC.

Property records indicate that Page Johnson II, president of Harmony Hospitality, and his wife Amy Johnson purchased the other parcels at 223, 225 and 227 Carolina Beach Ave. earlier this year for $2.6 million. The purchase included the acquisition of Seawitch Cafe & Tiki Bar, the property at 227 Carolina Beach Ave.

“In the Central Business District, currently what’s permitted are garages, arcades, … auction sales, automobile service stations, bus terminals, facilities, breweries… ,” said Zachary Brigman, general manager of Embassy Suites on the riverfront. “However, what needs conditional zoning are things like swimming pools, hotels, schools and private parking lots.”

The firm also wants to conduct a town and land trade. It’s looking to trade an oceanfront lot that it currently has under contract for a nearby parking lot owned by the town of Carolina Beach.

The oceanfront hotel would include a tiki bar, rooftop restaurant and bar, 177 rooms, a meeting and event space, 240 additional parking spaces and two blocks of updated streetscaping and sidewalks.

According to Harmony Hospitality, the hotel would create at least 200 jobs and a substantial increase in tax revenue.

“We believe this hotel would bring in approximately $2.6 million in additional tax revenue,” Brigman said.

While some community members approve of the proposal, others voiced their concerns regarding traffic, parking, water, sewage and building size.

The hotel is proposed to be 90 feet tall, while current zoning allows a maximum building height of 50 feet.

"Coming in and asking for this height, personally, I just don't think the size and bulk fits," said Carolina Beach resident Steven Shuttleworth. "And some of the things that could happen [with this project], if they were financially viable, they probably would've by now."

Resident Cindy Dunn said: "It's a nice-looking project ... but those roads are narrow now -- how is [the project] going to affect the two-way traffic on both of those streets...?"

In response to community concerns over the acquisition of Seawitch Cafe & Tiki Bar, Johnson said that the firm intends to continue the bar feel at the hotel to the best of its ability. "The rooftop bar will be more like what you'd see at Seawitch," Johnson said.

This article originally appeared on Wilmington StarNews: Embassy Suites could replace Seawitch Cafe & Tiki Bar at Carolina Beach