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Catalina sells HQ in Carillon for nearly $30M

Veronica Brezina



Catalina headquarters in the Carillon Office Park in St. Petersburg. File photo.

St. Petersburg-based shopper intelligence firm Catalina has sold its headquarters in the Carillon business park for $29.5 million. 

Real estate firm Webull Management LLC, which has an office in the co-working hub Thrive in St. Petersburg, has purchased the 157,755-square-foot building at 200 Carillon Parkway. The real estate firm is connected to an unknown company that is planning to establish operations in St. Petersburg. 

Catalina, a St. Petersburg-based marketing firm that collects and analyzes retail shopping statistics, says it will lease space in its now-former building. 

A representative from the company said Catalina has pivoted to a hybrid workforce model and no longer requires significant space inside the five-story building. 

The Catalina HQ at 200 Carillon Parkway. GoogleMaps.

Catalina, founded in 1983 and owned since 2014 by private equity firm Berkshire Partners, has evolved significantly since its early days when its technology was used to print coupons for customers checking out at the grocery or drug store.

Catalina uses data to help retailers, CPG brands and agencies leverage media planning to deliver $6.1 billion in consumer value annually, according to Catalina’s profile. 

The sale of Catalina’s building takes place as the Carillon neighborhood is experiencing a wave of new activity.

The Topgolf entertainment complex at 220 Carillon Parkway is well underway and is expected to be a major destination for the commercial and residential neighborhood.

Echelon City Center is a new master-planned development in Carillon Park, which has been in the works since 2015.

A new 17-story, 176-unit luxury residential development will be built at 112 Main St. N. next to the WaterView mixed-use complex and a Publix Supermarket in the Echelon City Center.

When the entire 20.5-acre Echelon City Center development is fully completed, it is expected to have hundreds of thousands of square feet of office and retail space, a 120-key hotel and residential units.

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