Whitefish hotelier plans 'food truck park' on vacant Central Avenue lot

A Whitefish hotelier is seeking permission to create an outdoor food truck park and event space on a prominent vacant lot downtown.

Averill Hospitality submitted a pre-application with the City of Whitefish’s Architectural Review Committee last month to operate “The Park” on the empty lot at 38 Central Ave., south of Craggy Range Bar and Grill. The project, inside the WB-3 zoning district, would require an administrative conditional-use permit. 

The company had previously proposed building a 40-room hotel on the site. Averill Hospitality also owns The Lodge at Whitefish Lake, the Firebrand Hotel and the Downtowner in Whitefish.

According to the application, Averill Hospitality now plans to create a community space on the lot that would offer food and beverage trucks, and other vendors similar to a farmers market. The space would have a mobile stage area for events such as music, trivia, yoga and other “community-building gatherings.”

“The interior of the space will be laid out for seasonal food truck and market vendors, as well as picnic tables and game areas, creating a festive gathering place in the heart of downtown,” the application states.

A 6-foot natural pine slatted fence would surround the property and a gate would be installed for security purposes. No additional public parking is proposed. About 8-10 spaces for workers would be provided on the site. 

Mobile port-a-potties would be included on the site, and all of the existing trees would remain.

Any structures within the park would be temporary, the application states. Hours of operation would be from 11 a.m. to 10 p.m., seven days a week during the summer months and possibly into the fall.

A rendering shows five market vendor booths along Central Avenue, food truck and beverage areas on the west, north and south boundaries, with an events area on the northwest corner. Tables and a corn hole game area are shown in the center of the lot, with fabric shades extending over a portion of the space.

Cushing Terrell is listed as the project architect.

“It is hoped that this park will fit in well with the walkable shops and restaurants along Central Avenue, while also offering something different,” the application states.

Justin Doll with Averill Hospitality said the vision is to provide a place for people to gather downtown and offer a variety of culinary options at an affordable price point. He said the site has the potential to feature about four food trucks.

The market booths would be reserved for local vendors and artists, he said.

In 2021, Averill Hospitality revealed plans to build a 40-room hotel on the property, with construction set to start the following year. Plans for the so-called 38 Central Hotel proposed a basement parking structure, first-floor dining and retail space, and a rooftop deck serving food and drinks. City Council approved the proposal in October 2021.

Doll said the hotel plans are on hold for now due to market conditions and other priorities within the company. He also cited logistical challenges with building on the site downtown.

“We have those plans for sure,” Doll said about the hotel. “Right now, we want to run with this food truck thing, and who knows … we’re open to the idea of this turning into something big.”

The property on the corner of First Street and Central Avenue has been vacant since the early 1980s after Markus grocery moved into the former Mountain Mall. Ownership of the land has changed hands several times, and at one point the city leased the lots to provide downtown parking.

On a few other occasions, the last time in 2012, different developers have come forward with potential plans to construct a hotel on the site but those never materialized. 

The city’s downtown master plan calls for a boutique hotel on the corner.

In 2022, Averill Hospitality submitted plans to construct a 21-suite hotel at the southwest corner of Second Street and Spokane Avenue.