Scottsdale Beach Club plans laid out by Triyar20 commentsby Edward Gately - Apr. 5, 2011 09:11 AM
The Arizona Republic
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The latest phase of Triyar Entertainment's makeover of downtown Scottsdale's entertainment district is a high-end beach club on the northeastern corner of Stetson Drive and Wells Fargo Avenue.
Triyar purchased the nearly 2-acre parcel several years ago and has been working on its plans for redevelopment, said Shawn Yari, Triyar's owner. It now houses an older medical office building, and most tenants already have vacated, he said.
Triyar plans to invest around $6 million to build Scottsdale Beach Club, a one-story complex that will include a resort-style pool, four bar areas, private cabanas, a floating stage overlooking the pool, the state's largest LED video screen, locker areas with showers, a full restaurant, a poolside taco bar, and clubhouse area with video games, billiards, shuffleboard and TVs.
"It's a day place and a nighttime place," Yari said. "Maybe a girlfriend and a boyfriend come, and the girlfriend wants to lay out and the boyfriend wants to watch an NFL game, you're going to get both experiences. That's the idea."
Triyar developed the W Scottsdale Hotel & Residences southeast of Scottsdale and Camelback roads.
In 2007, Triyar proposed a $390 million redevelopment of a 10-acre area southeast of the same intersection, with new clubs, restaurants, condos, offices, a hotel and a bowling alley.
That plan was scrapped when the recession hit, and Triyar has instead focused on a smaller, more gradual plan to redevelop the entertainment district.
The first phase was the Downtown Entertainment Plaza, a three-building restaurant/bar complex on Saddlebag Trail south of Camelback. Majerle's Sports Grill and El Hefe Super Macho Taqueria already have opened there, and a soon-to-be named nightclub will open in the third building.
"The reason we selected this location for the pool is it's centralized, it's a large piece of land and initially the main component of our large development was going to be there," Yari said. "And we felt that, what a unique situation it will be that in the middle of the desert you create a beach club."
The idea behind the beach club is to offer the atmosphere of a "hip hotel pool without the hotel," he said. The beach club will include a 15,000-square-foot building, 35,000 square feet of outdoor space and at least 60 parking spaces.
"Obviously we have the W Hotel and we operate the pool there," Yari said. "We do allow some public in . . . but at times we have to limit that because hotel guests have to take preference over somebody who comes in and wants a lounge chair. This is unique in the sense that this is built for the general public."
Last weekend, a similar concept debuted in the entertainment district with the opening of Spanish Fly on the property that used to house Drift, a Tiki lounge, at 75th Street just north of Stetson. It is the latest creation of Greg Donnally, the entrepreneur behind Drift, Stingray Sushi, Geisha-A-Go-Go and Jimmy Woo's.
"I really like those guys and I really think they're going to do great," Yari said. "I believe in synergy and I think they're going to serve a different customer and we are going to serve a different customer. And even if it's the same customer, they can spend a couple of hours there and come spend a couple of hours with us."
Triyar doesn't need to request rezoning because the property's current commercial zoning designation allows for the beach club, he said.
Triyar will have to obtain a construction permit, contingent on approval of its plans, and a bar conditional-use permit from the city, said Dan Symer, senior city planner.
Triyar hasn't yet submitted its application to the city, he said.
Demolition of the medical office building should begin in June followed by several months of construction, and then the beach club should be ready to open in mid-to late summer 2012, Yari said.
"Visitors absolutely are going to come and enjoy it, but in the dead of summer . . . people who live here are going to have a great time there and (without the) restrictions from a hotel," he said.
In the meantime, Triyar has begun planning the third phase, which may include a "hip bowling concept," Yari said.
"The pool took 100 renditions to finalize and we're probably in the fourth rendition of the third phase, so it's just beginning to mold," he said. "We're talking about a lot of concepts and different size buildings, how to address parking and things like that because, as the area gets denser, at that point we're going to have to start talking about structured parking."
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