First it took over Broadway, now Margaritaville is expanding.

Margaritaville Holdings, the global lifestyle brand synonymous with fun and escapism, today announced it's building a new Margaritaville Resort in New York City. Located in Times Square at 560 Seventh Avenue, blocks away from the bright lights of the entertainment district and New York's most popular attractions, the 234-room, 29-story property is expected to open in late 2020. Once complete, the $300 million project will boast several Margaritaville food and beverage concepts, a rooftop LandShark Bar & Grill and pool, retail space and more.

"From the beaches of Florida to the Great Smoky Mountains to the corner of Seventh Avenue and 40th Street, Margaritaville brings fun, relaxation and a much-needed escape from the every day to any set of coordinates," said John Cohlan, chief executive officer of Margaritaville. "The Margaritaville Resort Hotel and the lifestyle experience it offers will be the perfect complement to the exciting, fast-paced energy of Times Square and we can't wait to bring this destination to the travelers and residents of New York City."

The Margaritaville Resort in New York City will bring an authentic "no worries" vibe to the city that never sleeps with Margaritaville's signature 'casual-luxe' design elements, a rooftop pool, St. Somewhere Spa and lounge areas overlooking the city's famous skyline.

In partnership with International Meal Company (IMC), food and beverage venues include a Margaritaville Restaurant, LandShark Bar & Grill, 5 o'Clock Somewhere Bar, Floridays Airstream Café, and an all-new concept, Chill Bar. Retail space is planned for the lobby, allowing guests a way to extend their visit to paradise and bring the island life home.

"Margaritaville at 560 Seventh Avenue is a perfect addition to the pulsing energy of the Times Square submarket, which continues to thrive as one of the city's most visited neighborhoods," said Sharif El-Gamal, chairman and chief executive officer of Soho Properties. "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."

The resort will be developed by Sharif El-Gamal's Soho Properties, in partnership with Chip and Andrew Weiss and MHP Real Estate Services.

Additional details regarding the resort's amenities will follow in the coming months.

Escape to Margaritaville is currently running at the Marquis Theatre. Imagine a place where the sun is hot, the ocean's warm, and the drinks are as cold as they are plentiful. Welcome to Margaritaville, the island paradise where city folk get away from it all and the locals get into the kind of trouble you can almost always sweet talk your way out of. This new musical is the story of a part-time bartender, part-time singer, and full-time charmer named Tully who thinks he's got life all figured out. Until a beautiful career-minded tourist steals his heart and makes him question everything.

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