Hollywood’s future is taking shape. The city’s next chapter should focus on preserving neighborhood character, connectivity and intention.
Credit: Starlife Group
For years, Hollywood has been hiding in plain sight between two of South Florida’s most active real estate markets. Now, rising housing costs and limited land availability in Miami and Fort Lauderdale are pushing renters, buyers, businesses and developers to look more closely at nearby markets that offer connectivity, character and quality of life without sacrificing access to the region’s economic centers.
Hollywood has always had these fundamentals. It has the infrastructure of an established city, the character of a real community and the corridors needed to accommodate new investment thoughtfully — a rare combination in a region where many neighborhoods are already built out or have little room left to grow.
At Starlife Group, we see Hollywood as a city entering its own defining chapter, with the potential to become a destination in its own right rather than simply the space between Miami and Fort Lauderdale.
That shift is already underway. Hollywood is seeing major public and private investment, with new housing, retail, infrastructure and cultural initiatives helping reshape how people experience the city. The appeal is not difficult to understand. Hollywood offers proximity to the beach, access to major employment centers, a historic downtown, established neighborhoods and a central location within the broader South Florida region. For residents, that combination is increasingly difficult to find.
Recent market data also reinforces why this moment matters. In 2025, Hollywood/Dania Beach led Broward County in new multifamily deliveries, underscoring how much development energy is moving into this part of the county. At the same time, Broward recorded one of its strongest years for net absorption, a sign that renter demand remains resilient even as new supply enters the market. That tells us people still want to live in Broward, but they are becoming more selective. In a more competitive market, the projects that stand out will be those that offer more than new units. They will need to deliver design, convenience, amenities and a real connection to the surrounding neighborhood.
That evolution is especially clear along the Federal Highway corridor, where the city is preparing for long-term residential growth and a more walkable, mixed-use future. That alignment between private investment and a broader civic vision is exactly the opportunity we saw with 21 Hollywood, a 14-story, 200-unit mixed-use rental development with 10,000 square feet of ground-floor retail.
From the beginning, our goal was not to build another apartment building in isolation, but to create a project that contributes to the surrounding area. Federal Highway has the visibility, access and infrastructure to support more housing and mixed-use activity, but it also needs projects that improve the street-level experience. Ground-floor retail, pedestrian-oriented design and high-quality amenities all help create the kind of environment where people want to live, walk, gather and spend time. The best developments do more than meet market demand; they shape neighborhoods in ways that feel intentional and lasting.
As more investment moves into the city, the question is no longer whether Hollywood will grow, but how that growth should be guided. Growth by itself is not enough; new development should strengthen the city’s existing character, not replace it. It should support local businesses and institutions, improve the public realm and help create a more connected daily experience for residents.
Of course, development in a changing city comes with real questions. Residents want to know how growth will affect traffic, infrastructure, affordability and neighborhood character. Those conversations are important, and they should be part of how cities evolve. The challenge is ensuring development is concentrated in the right places and shaped by projects that strengthen the urban fabric rather than strain it.
Hollywood is planning for its future, and developers have a responsibility to meet that moment with projects that serve the city beyond their own property lines. That is the lens through which we have approached 21 Hollywood and why we see the project as part of a much larger shift taking shape across the city. Hollywood’s next chapter is not about becoming another Miami or Fort Lauderdale. It is about becoming a fuller version of itself.
Gevorg Shahbazyan is the founder and CEO of Starlife Group, a South Florida real estate development firm with a growing pipeline of multifamily, mixed-use, luxury residential and commercial projects. A real estate developer and entrepreneur with more than a decade of experience, Shahbazyan has led Starlife Group’s expansion across South Florida, including 21 Hollywood, the firm’s 200-unit mixed-use rental development on Federal Highway.
This content was contributed to Browardist by Starlife Group.
