Developer moves forward on controversial Julia tower

The developer behind The Julia, a long-debated, controversial proposed residential tower development in St. Petersburg, is preparing to break ground. 

Peter Francis’ project has been in limbo for the past four years, as clusters of residents from the neighboring Flori de Leon building continuously objected to the plans for the 18-story tower poised to be developed at 100 4th Ave. N. on a vacant narrow corner lot – west of the vintage apartment building. 

The site of The Julia. Photo by Veronica Brezina. Francis named the project after one of his daughters. 

Residents cited potential issues such as the tight proximity to the historic building; the project, they said, could jeopardize the character of the area. 

“Everybody should be heard, and I know we aren’t going to meet every single thing they want,” Francis said about the back-and-forth negotiations. “We want to bring more value to the city.” 

The new changes include moving the planned pool to the rooftop and creating a wider setback and breezeway between the future building and Flori de Leon. 

Ron Platt, the Keller Williams St. Pete Realty agent who’s working with Francis, said the owners of the Flori de Leon had the option to purchase the adjoining property, but never acted on the opportunity. 

Over the years, plans for the site have been uprooted, retooled and pitched time and time again by different developers, who have all faced opposition and/or challenges with the site. 

The site was once eyed for the Bezu development, a 24-story condo tower, which the city council denied. It was also previously planned to become the Blue Lotus. It was then modified to become The Julia, with 20 condo units. Those plans were later altered to convert the condo units into 36 apartments, or three units per floor. 

In July 2022, the St. Petersburg Development Review Commission denied the project; however, the previously approved development plans that were modified numerous times were still intact. According to city code, minor modifications could be made without DRC approval. 

The changes include a wider setback and breezeway between the proposed building and the apartment complex. 

A rendering of The Julia. 

Francis has received the “right to start digging” on the site. However, Platt said they will have to sell 10 units before they can start moving dirt. Several units are currently reserved. 

According to the city’s permitting department, there are multiple open permits related to the construction of four dwelling units and other related activities such as paving for the parking and the foundation, as well as landscaping changes.

The building is expected to be completed by late 2025. 

The new re-envisioned 19-story tower will have 19 dwelling units. 

The units can serve as vacation rentals for up to 30 days. Only two residents will be allowed to occupy each floor, Platt said. 

A balcony from a unit. 

The team is working with Oregon-based property management services company Vacasa, which will manage the day-to-day concerns and needs of property management.

“Most of the people who will be staying at 400 Central or Art House [two luxury residential projects under construction] are not permanent downtown residents. You will be getting buyers from up North, and there will be gaps where those units could sit empty,” Platt said. “This is why we are offering the month-to-month rental basis so owners can earn investments while they aren’t living in the units.” 

The 19 units have a mix of floor plans on levels five through 17. The 2,070-square-foot units, which are referred to as Sky Lofts, will have mezzanines, providing a second floor. They will also feature 20-foot floor-to-ceiling windows.

Meanwhile, the “Flat” units will have two bedrooms and 1,905 square feet of space. 

A rendering of one of the rooms in a Flat unit at The Julia. 

Each unit has two to four terraces, and select units will have elevator access to private foyers. 

The complex will have a single penthouse priced at $3.9 million. It will have panoramic views of downtown and a lanai attached to the kitchen. In total, the 3,132-square-foot unit will have four terraces and three bedrooms. 

The penthouse will be built on the 18th level – the top floor will house a rooftop pool and amenity space. 

To date, two pre-construction turn-key units have been listed. 

One listing is for a Sky Loft unit with an asking price of $1.625 million. The 2,070-square-foot unit has been on the market for just over 20 days. 

The second Flat unit, listed for $1.7 million, is 1,905 square feet and features two bedrooms and three bathrooms. 

Additionally, the developer still plans on incorporating a carousel parking structure rather than a traditional parking garage using technology from Parkmatic. The rotary parking system allows residents to park on a platform that lifts the vehicle and docks it in a parking space. 

Francis is working with Architectonics Studio and general contractor Neucor Construction on the project. 

This week, the team is launching virtual tours of the building. The tours will be available online.