The project, called Town Center West, would include two rows of shops alongside the hotel. The property owner’s attorney says the selected design was one of three alternatives discussed at a public workshop with the City Council and was the option that drew the strongest response from elected officials and attendees. The attorney described the planned development as a pedestrian-friendly mix of hotel, restaurants, offices and retail.

The proposal has been under discussion for about a decade. If it advances, it could bring more customers to nearby businesses, while also increasing vehicle traffic in the area. Jeremy Urbano, a server at Grumpy’s, said a hotel within walking distance could benefit the breakfast and lunch restaurant. He estimated hotel guests could mean 300 to 400 potential customers a day, while noting that more traffic could make improvements to Lemon Street necessary.

The North Florida Transportation Planning Organization is studying Lemon Street and has walked the corridor with city staff to discuss possible development and transportation impacts. Clark Letter of the TPO said the study will consider alternatives and recommend design changes to accommodate potential traffic volumes and fit Neptune Beach’s vision for its town center. The organization expects the study to be completed around June or July; the year was not specified.

Lemon Street connects the proposed development with Beaches Town Center and the beach. The project is expected to go before the City Council next month after the community development board’s review. The board meeting is scheduled for 6 p.m. Oct. 21 at Neptune Beach City Hall.