A Tampa developer is rolling out a roughly $15 million makeover of the former Hall on Franklin, with plans to turn the landmark Yellow Brick Row building into “1701,” a multi-concept dining, bar and nightlife hub. The vision calls for several restaurants and late-night venues spread across the property, a move that could give a long-targeted corner of Tampa Heights the kind of after-hours energy city leaders have been hoping for.
According to the Tampa Bay Business Journal, the project would convert the old Hall on Franklin into a retail-and-dining complex called “1701” with a mix of restaurants and bars and an estimated price tag near $15 million. The outlet reports that a Tampa developer is taking over the space previously occupied by the Hall on Franklin to build out the new concept.
Plans and concepts
The first confirmed tenant is Hail Mary Social Club, a sports-bar-turned-late-night concept led by partners including Dor Haim and others, with chef David Reyes set to run the kitchen, according to Creative Loafing Tampa Bay. That outlet also points to window clings and marketing materials teasing two additional concepts: Uno Mas, a taqueria and lounge, and Boogie Heights, a retro dance hall. Together, the tenants are designed to give the building true day-to-night flexibility, from tacos and casual hangs to a full-on dance floor.
Design and partners
Design and entertainment production for the nightlife elements will be led by ICRAVE, with support from TVS Design and SJ Lighting, as reported by That's So Tampa. The planned lineup is being developed by a local ownership group of Al Rogers, Joshua Pardue, Dor Haim, Enrique DeJesus and Robert Stern, who have been building a growing hospitality footprint in the city. The developers say each concept will have its own identity while sharing back-of-house services, a setup they argue is key to making a project of this scale pencil out.
Historic building and neighborhood
The building at 1701 N. Franklin Street, part of North Franklin's Yellow Brick Row and sometimes called the Farris Building, dates to the early 20th century and was restored in recent years, creating roughly 16,000 square feet of space suited to multi-tenant hospitality use. Property listings and preservation notes show the address has been marketed for retail and food service since its restoration, making it a logical spot for a concentrated restaurant and nightlife concept such as “1701,” according to property records and listings on LoopNet.
How this fits city plans
The 1701 plan lines up with ongoing city efforts to revitalize Franklin Street. The Downtown Community Redevelopment Agency approved roughly $6 million for a Franklin Street Vision project to upgrade sidewalks, lighting and street-level activity, according to a City of Tampa announcement. City planners have said those investments are intended to encourage the kind of ground-floor dining and entertainment uses that developers now propose for the Yellow Brick Row block.
Developers are preparing phased buildouts and have not yet announced firm opening dates, with local coverage sketching out a rollout of concepts over the coming months as permits and construction move forward. As reported by the Tampa Bay Business Journal and other local outlets, “1701” is one to watch for how it could reshape the Franklin Street corridor after dark.
