Iconic 'Joe Cools' Durban Beachfront Site Poised for Redevelopment -

The eThekwini Municipality has awarded long-term lease and redevelopment rights for the iconic beachfront site at 137 Marine Parade, popularly known as ‘Joe Cools’, to Imvusa Trading.

Located along Durban’s North Beach promenade and accommodating various Famous Brands quick-service restaurants along with additional outlets, the property is set for a substantial renovation estimated at up to R75 million.

Imvusa, under the direction of experienced engineering technician Bonga Sibiya, will oversee the redevelopment under a new 45-year lease agreement.

Read: Southern Sun secures leases for prime Durban beachfront hotels, plans R1bn investment

This initiative is part of the municipality’s Proactive Land Release Strategy, which invited proposals through a request issued in November 2023.

“The redevelopment aligns with the Municipality’s Inner-City Local Area Plan, aimed at preserving and enhancing the beachfront as a crucial tourism attraction,” stated the municipality.

National chains within the Famous Brands portfolio – such as Wimpy, Steers, Fishaways, and Milky Lane – will remain operational as tenants.

A new Mugg & Bean restaurant will be included in the offering, with more tenants to be announced as the project progresses.

eThekwini Mayor Cyril Xaba expressed optimism about the project’s benefits, emphasizing the municipality’s commitment to preserving all existing jobs while anticipating the creation of additional employment opportunities, as the new building will be 68% larger than the current facility.

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The property will remain operational throughout the holiday season, with construction expected to begin after the Easter holidays in 2025, pending the necessary approvals. It is projected that around 80 jobs will be created during the construction phase.

The municipality has also confirmed progress regarding the redevelopment of the former ‘Funworld’ site, with further information to be provided soon.

“This redevelopment plays a vital role in achieving the Municipality’s objective of creating a vibrant and flourishing beachfront for both residents and tourists,” Xaba stated.

Read: Southern Sun ‘the only bidder for Durban’s Elangeni & Maharani Hotel lease’

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