May 28—For more than a century, the Hampton Beach Casino complex has brought family-friendly entertainment to the Seacoast. The ballroom, which has drawn acts like Louis Armstrong, Janis Joplin and U2 over the years, opened toward the end of the Roaring '20s.

The famous venue, however, has seen better days.

"We can't put any more duct tape or Band-Aids on it," one owner, Fred Schaake, told the Planning Board in March. "It has gotten to a point where we really need to do something."

Schaake, who operates the ballroom, has been working on conceptual plans for a redevelopment project with majority owner Sal Lupoli. The project could cost upwards of $600 million and include a 500-room hotel, conference space, shops and restaurants.

Original building

The goal is to bring year-round attention to the beach as outlined in the town's master plan, which calls for improving old structures and making the area more family-friendly.

The original building opened in 1899, and the ballroom followed in 1927. At the time, the name casino wasn't as closely associated with gambling, but rather entertainment in general. It housed a smaller dancing and entertainment hall, a bowling alley and hosted outdoor baseball games and tennis matches.

"We are looking to create a nice year-round destination," Schaake said.

Early plans were presented to the Planning Board back in March. The developers are set to seek variances from the zoning board next.

Plans show a massive structure that will encompass the former waterslide property and will cover the entire lot between Ocean Boulevard and Ashworth Avenue.

The design incorporates different tiers so the five-story building won't tower over the beach. Planters between the sidewalk and roadway will create a safety barrier between pedestrians and vehicle traffic.

The project would be completed in phases over a three-year period, said Rick Friberg, an engineer with TEC Inc. A parking garage and concert venue likely would open first with a hotel and other portions to follow.

'First crack' at design

Some Planning Board members worried about the design's generic look, noting the building essentially could be built anywhere. Maybe Myrtle Beach? Or Fort Lauderdale?

Friberg made it clear this was the "first crack" at the design.

"We want to try to keep all the tenants that are in the building there," he told the board.

The five-story parking garage will be designed to hold 1,500 vehicles, five times more than the current number. It will be in the center of the building and not visible from the street. The garage will include ventilation and sprinkler systems.