It's been over two years since the Red Rose Inn & Suites first closed its doors when its owners fell to bankruptcy. Now it will open once again — but not as the ornately-decorated motel Evelyn and Batista Madonia had once operated.
It will be a drug and alcohol rehabilitation center, with a soft opening as early as May or June.
At a Nov. 9 meeting, the City Commission unanimously approved the rezoning of the eastern half of the 270-room inn. The rezoning allows it to be used as an 80-room rehabilitation center, operated by Florida Rehabilitation and Recovery Services.
According to Bob Gannon, Florida Rehabilitation’s in-house consultant, the company was in the final stages of purchasing the Red Rose in December. Because the sale has not been finalized, Gannon would not reveal how much the Red Rose is going for.
There are many reminders of the building’s elegant past.
The spacious rooms hold much of the inn’s stylish furniture, and the sign for the former hotel can be seen by motorists on Interstate 4.
Residents, with memories of ballroom dances and glitzy fundraisers, have expressed concern about the Red Rose’s future as a drug and rehab center — especially with it just blocks away from a school and daycare.
But the long-held idea that the Red Rose could retain its former glory was put to rest at the November Commission meeting by Russell Ottenberg, a principal planner of Planeng Inc., the company designing the center: “The Red Rose, for all intents and purposes, no longer exists.”
STARTING FRESH
Two years ago, Florida Rehabilitation and Recovery Services opened White Sands, a similar treatment center as the one planned for the Red Rose, based in Ft. Myers. The facility has offices in Pompano Beach and Ft. Lauderdale.
“We worked hard to be good citizens and to establish a really meaningful program,” Gannon says. “I still speak on a daily basis with a number of clients who went through the program successfully.”
The center is not Gannon’s first venture in the business world. The Boca Raton resident has owned businesses in the past, including Gannon Family Company LLC and Efficient Realty & Development LLC.
In January 2008, Gannon, along with Vincent F. Artuso, John Vincent Artuso, Greogry Orr, Philip Edward Forigone and William Larry Horton were charged with fraud, including mail fraud, wire fraud and laundering of monetary instruments.
“It was an unfortunate situation,” Gannon says. “At the end of the day, we were found to be totally innocent.”
In October 2008, the Artusos, Orr and Forigone were convicted of RICO conspiracy. The month prior, Gannon was acquitted.
The City of Plant City was unaware of Gannon’s prior charges. Unless a resident or potential business owner is trying to open a gun or explosives shop within city limits, extensive background checks are not required.
“It’s not a checklist requirement,” City Manager Mike Herr says. “We’ll Google prospective clients.”
Gannon’s latest endeavor has seen success with White Sands. The treatment center is accredited by the Florida Department of Children and Families, the Better Business Bureau and The Florida Certification Board.
With one treatment center well-established in the Sunshine State, Florida Rehabilitation and Recovery Services set its sights on Plant City.
“From our previous experience, we liked the amenities and features (of the Red Rose),” Gannon says. “We looked at the area itself. There’s really no programs available in this particular region.”
A PEEK INSIDE
While the traditional-sized rooms in the eastern half of the facility will be rooms for clients, Gannon has plans to convert the Red Rose’s larger suites. Many of those rooms will be offices for nurses and physicians, as well as group therapy rooms.
While Florida Rehabilitation and Recovery Services was able to think of multiple uses for the Red Rose’s numerous rooms, deciding what to do with the inn’s interior furnishings was not as simple.
“We … looked at that and kind of scratched our heads,” Gannon says.
“No expense was spared on some of these suites. It’s not appropriate for us. It’s one of the unknowns at this point.”
Although the former inn’s furnishings — canopy beds, upholstered lounges, marble coffee tables — are high quality, Gannon says they will be removed.
Though it remains uncertain exactly what will be done with them, Gannon says that he has been approached by professional organizations that buy such furniture.
It’s also possible that the furniture will be auctioned off.
As the facility begins to prepare for its new use, a few plans have had to be put aside. Florida Rehabilitation and Recovery Services was willing to rent out the grander rooms, such as the Red Rose’s former ballroom, to civic organizations for fundraisers and socials.
But Hillsboro Avenue, which would be the access point to the ballroom, is narrow and needs work before being able to accommodate heavy traffic.
For now, Gannon says, no extensive work will be done on the road.
“We basically would have to re-do the road,” Gannon says. “That’s a tremendous expense. (We’re) not accessing the facility from Hillsboro.”
Gannon adds that the Red Rose’s sign most likely will not be used for the facility.
It is possible that the sign will be used by the city as a welcome sign that can be seen from the interstate.
“We really feel very strongly that this is going to be a successful venture for us and Plant City as well,” Gannon says. “We think this is going to come together.”
Contact Emily Topper at etopper@plantcityobserver.com.
ABOUT THE DRUG AND ALCOHOL CENTER
EMPLOYEES: Estimated 150-plus jobs generated. Available positions will include psychologists, nurses
behavioral help technicians, maintenance and IT staff.
CLIENTS: The facility could reach full capacity of 150 clients in two to three years. They will be at the facility on a voluntary basis and housed in 80 rooms on the eastern portion.
VISITORS: Rooms in the western half of the facility will be used for visiting family members. Members can stay two to three days at a time.
PROGRAM: The 30-day program has two parts: treating the addiction through detox and removing toxins from the body, and then reprograming the brain to stay away from to drugs and alcohol. Clients will be monitored 24 hours a day and will be busy from roughly 7 a.m. to 10 p.m.
UPGRADES
• The 110-foot tall sign, right, will likely be used as a welcome sign for Plant City and not as an
advertisement for the facility.
• The Red Rose’s pool will be retained.
• A volleyball court will be added.
• Gym equipment will be upgraded.
• The fine furnishings of the Red Rose will likely be sold or auctioned.