Hotels & Hospitality Development News in Central Florida

With entitlements in hand, Azzurra files Phase 1 DP for ph Premiere Resort

An updated rendering of the planned ph Premiere Resort-Residences Orlando, planned by Azzurra Development for 14 acres on Lake Bryan.

After gaining Orange County approval earlier this month for up to 1,186 room entitlements on its proposed ph Premiere Resort-Residences Orlando, plans were filed Wednesday by Azzurra Development for the project's initial 547-unit phase.

Forecasted by management as a $230 million project, the primary zoning hurdle was overcome on Aug. 2, when County Commissioners approved the developer's Land Use Plan Amendment asking to merge two LUPs and two PDs for the two contiguous parcels it owns, totaling 14.14 acres.


With frontage on Lake Bryan a few miles east of Lake Buena Vista, the property at 13757 S. Apopka Vineland Road combines a 9.85-acre lot purchased in 2005 ($7.95 million) with a 4.32-acre Shell Gas Plaza bought in 2014 ($2.1 million).

GrowthSpotter detailed Azzurra's plans in June for the multi-phase resort project in an interview with CEO Lorenzo Fragala.


The first phase, a 588,457-square-foot building with 547 rooms across 20 floors, will have 139 suites to be sold starting at $320,000, with studios, one-, two- and four-bedroom options. The remaining 408 suites will be allocated for guest rental.

The DP filed Wednesday shows the resort will have up to four restaurants, including a 9,764-square-foot restaurant and a 8,033-square-foot bar/restaurant on the building's first two floors, along with a rooftop bar of 2,600 square feet and an open-air pavilion bar on the lakefront.

This portion of the site plan shows the 14-acre property west of Lake Bryan, with the 20-story hotel in the center of your screen. The large swimming pool will be on a mid-level deck, the smaller on the rooftop. An outdoor dining pavilion is on the waterfront, along with a volleyball court, family recreation area and two boardwalks extended out into the lake.

The property will have more than 10,000 square feet of ballroom space, 6,500 square feet of small and mid-sized meeting space, and on the 20th floor an 11,843-square-foot spa and fitness center, and a 6,627-square-foot executive lounge.

Plans show an outdoor volleyball court, two pools with a 35,000-square-foot pool deck, and a sandy lakeside beach. Two exterior boardwalks will branch out into the lake, with points for boarding watersport vehicles.

Guest room layouts on the DP vary from 400 to 900 square feet, with penthouse suites as large as 2,800 square feet.

Highlighted in blue are the two parcels totaling just over 14 acres, west of Lake Bryan with entry from S.R. 535.

Merging those two LUPs allows Azzurra to combine existing entitlements of 400 rooms and 200 rooms from each PD, and convert existing vehicle trip entitlements for a fuel station on the property into more room entitlements, which total 1,186 keys.

The fuel station will be demolished for the development, a timeline for which has not been specified, but is contingent on the DP approval, and condo pre-sale success.

The first-phase building, to stand at 295 feet, is planned with at-grade parking. A second phase would require building a parking garage and additional rooms, up to the 1,186 entitlement maximum.


Azzurra marketing materials say that the resort-residence units for sale will each be fully-furnished suites that offer "a sophisticated atmosphere and chic color palette of elegant neutrals, with custom-woven carpets, plush accents and modern furnishings."

Dramatic balconies, European-inspired kitchens and expansive bathrooms are design highlights, and to honor the Planet Hollywood brand, units will also feature a selection of celebrity memorabilia.

Fortune Development Sales is handling condo sales for the project, and Arquitectonica out of Miami is the architect.

The development team has been interviewing resort management companies to manage the property, after cutting ties with Hampshire Hotels Management, a preliminary manager choice named last year.

Have a tip about Central Florida development? Contact me at, (407) 420-5685 or @bobmoser333. Follow GrowthSpotter on Facebook, Twitter and LinkedIn.