How Justin Hemmes could transform Byron Bay’s nightlife after purchasing a massive block of land

Justin Hemmes is renowned for transforming Sydney’s pub culture, owning over 80 bars and restaurants in New South Wales.

Now, the Merivale boss is making his first moves in Byron Bay, finalising a $50million deal to take over the Mercato Precinct and adjoining development site.

The billionaire publican is said to be planning a $20million redevelopment of the Mercato to create a ‘mega venue’ similar to his Ivy and Coogee Pavilion venues in Sydney.

The Mercato precinct already offers visitors a dining and entertainment experience, but Justin could be looking to start from scratch on the 1.1 hectare combined site.

The vacant land spans 4,128sqm and has a flexible B2 Local Centre zoning, allowing for a wide range of mixed-use development including retail, residential and hotels.

His new holding is located directly opposite rival pub, The Northern, one of just three major pubs operating in Byron Bay.

The Byron Bay property market has become a hotspot for investors, as they clamour to own a slice of Australia’s hottest travel destination.

The Merivale Group are determined to expand out of Sydney – all of their recent purchases have been outside the Harbour city.

In March however, neither Justin nor his pub-baron-rival Stu Laundy could offer enough money to secure the Bangalow Hotel, which is 14km inland from Byron Bay. 

The rivals became locked in a bidding war for the 60-year-old pub, which is owned by NRL star Tom Mooney and wife Cathryn.

The top bid reached a staggering $50million. 

In 2015, Justin turned the Coogee Pavilion into one of the Eastern Suburbs’ most popular nightlife destinations.

He changed the name from Beach Palace and splurged $12million into refurbishments that included an outdoor area.

Developments continued in January last year, with fine-dining restaurant Mimi’s opening on the venue’s second floor.