Bobby George has big plans for Old River Road in the Flats, complete with apartments,

CLEVELAND, Ohio — Bobby George wants to convert a sleepy stretch of road on the east bank of the Flats along the Cuyahoga River into a vibrant street, complete with apartments, nightlife and a wellness space touted as “biology upgrading center.”

The developer and restaurateur, working with the Cleveland-based GBX Group, has taken initial steps to make that vision a reality along Old River Road in a prime yet aging area on the riverfront.

George is perhaps best known for owning Town Hall on West 25th Street and Barley House in the Warehouse District, the latter of which drew the ire of state health officials for not following safety orders during the coronavirus pandemic.

George and his business partners have quietly amassed eight buildings on Old River Road over the past few years.

The vision in his eyes, if completed, would be for a place where people can live most of their daily lives and not have to leave.

“Why wouldn’t people want a place where they can go live well, take care of their bodies, work there, work out there and have a great social aspect?” George said.

Late last year, Samsel Supply Co., which for decades owned a slew of property along Old River Road, sold the buildings to George and GBX Group, which specializes in working on historic projects. They include a century-old, five-story warehouse at 1285 Old River Road, the Upson-Walton Co. Building across the street at 1294-1310 Old River Road and two smaller buildings directly south.

Cuyahoga County property records do not state the sale prices.

Plans George has circulated, designed by Anis Nakhel and LDA Architects, show Samsel’s former 109,845-square-foot warehouse being converted into hotel and apartment units and a new location for his LYV wellness center business. George said the company, whose website says its mission “is to help our guests achieve optimal health and happiness through innovative, evidence-based technologies and preventative therapies,” has outgrown its space on West 25th Street.

Additional renderings show potential future uses for other buildings they bought, including offices, riverfront restaurants and entertainment options.

George said he wants to move fast but that not all the financing is in place. The developers are pursing several avenues for the warehouse renovation, including tax credits.

That includes a $4.2 million historic preservation tax credit, about 10% of the estimated cost. The state is slated to announce the winners of the next round of historic tax credits in June, and it is common for developers to apply for a credit multiple times before receiving one.

Sixty-two projects applied for the current round, according to the state development department.

Despite George and GBX’s large presence, they are not the only landlords on the road. Samsel previously partnered with developer Fred Geis and others to renovate the Hausheer Building, which now houses Collision Bend Brewing Co.

The Odeon concert club also remains. And the Cleveland Metroparks recently paid a hair under $3 million for a half-acre parking lot. The agency plans to use the lot to create an access point to the river for the public.

George said he thinks all the property owners can work together. Even the Metroparks, which a George-tied company is suing over a piece of land off West 25th Street that several agencies said they need to complete the stabilization of Irishtown Bend prior. The agencies plan to to creating a 23 public park in the area.

He also said his plan fits in with the Vision for the Valley, a roadmap of sorts the City Planning Commission passed to guide development along the Cuyahoga River.

When it is finished, George boasted that Old River Road “will no longer sleepy. It will be one of the most-talked about entertainment districts in the Midwest. I think you know how I do things.”

Read more:

Port Authority and partners ready to stabilize Irishtown bend this year, but can’t proceed until legal fight over holdout property is resolved

Samsel Supply Co. sells warehouse, waterfront buildings on Flats east bank in Cleveland

Cleveland Metroparks pays $3M for parking lot on Flats east bank, plans to use it to increase public river access

Cleveland City Council agrees to rare 60-year tax incentive to support Flats East Bank development

Four Flats buildings set for renovations as Samsel, Geis and Catanese join forces