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St. Pete plaza could become 304-unit housing development

Mark Parker



A proposed workforce housing development at 3100 22nd Ave. N. is St. Petersburg's first filed under the Live Local Act. Photo: Google.

A Houston-based developer plans to transform a commercially zoned plaza in St. Petersburg’s North Kenwood neighborhood into a workforce housing development under the Live Local Act.

The Hanover Company intends to build 196 one-bedroom and 108 two-bedroom apartments on the 7.27-acre site at 3100 22nd Ave. N. The development firm will designate all 304 units for those earning up to 120% of the area median income (AMI).

ZSPR PropCo of Tampa LLC owns the plaza currently occupied by JB Factory Flooring and Studio Physique. Kevin Reali, a local attorney with Stearns Weaver Miller, submitted the proposal on the company’s behalf.

Reali confirmed that Hanover is under contract to purchase the property for an undisclosed price. According to Pinellas County property records, ZSPR acquired the site in April 2022 for $12 million.

The development is St. Petersburg’s first filed under 2023’s Senate Bill 102, known as the Live Local Act. While the legislation preempts local land use regulations, Reali said the development team “wants to be good partners with the city.”

“There’s not really a lot they (housing officials) can turn it down for, but it’s still a negotiation,” Reali told the Catalyst. “If they ask for something in their review and it’s reasonable, I think there would be a chance to accommodate it. But, if there’s something that goes beyond, that’s where we might push back.”

A map of the 7.27-acre project site. Screengrab, city documents.

The Live Local Act allows housing in previously prohibited areas if at least 40% of the units are for those earning up to 120% of the AMI – $104,280 for a family of four in St. Petersburg – for at least 30 years. Monthly rents for two-bedroom apartments at those income levels could reach $2,349.

Projects that qualify are not subject to a public rezoning hearing. Reali expects to receive approval in about four months as the site is “just not as complicated as what we might see downtown or in an area that doesn’t have established infrastructure.”

According to city documents, the property’s maximum allowable density is 734 apartments. “If there is a market shortage on the number of dwelling units, then we need to discuss why this proposal is significantly underdeveloped,” a housing official noted.

The site plan shows four four-story apartment buildings. The development will feature a leasing office, clubhouse, swimming pool, fitness center and a dog run.

The site plan shows four four-story buildings. Image: The Hanover Company.

The site is near several commercial properties and is less than a quarter mile from Mazzaro’s Italian Market. It is also accessible from 32nd Street N.

“The subject property is located at the intersections of two major streets and has the potential to become a high-density transit-supportive development,” wrote a housing official. “This would support future bus rapid transit along 34th Street and strengthen a budding pedestrian node …”

The development will feature parking for 448 vehicles and 320 bicycles. Hanover expects a nearly $250,000 per-unit construction cost – or $76 million total for 304 units.

The application states that the site “has been slated for redevelopment for several years.” Reali noted that the area lacks housing options.

“It’s mostly single-family detached (homes) off of those main thoroughfares,” he added. “So, I think it’s a good spot in that respect. There are still big box stores, but they’re changing. And this is one that hasn’t been viable in a while.”

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  1. Avatar

    Jennifer R Felter

    May 8, 2024at7:59 am

    First the $2400 a month rent is not sustainable for an income of $100k. That is the absolute last thing St Pete needs- more apartments for rent at that price point.

  2. Avatar

    Dean Rooney

    May 5, 2024at11:07 am

    right on Steve D.!

  3. Avatar

    Debi Mazor

    May 4, 2024at10:20 pm

    For all who ask why the City doesn’t involve the residents in decisions about locating affordable housing, the answer is the developers got the FL legislature to exempt housing that meets certain income requirements (“affordablity”) from normal review, including hearings before the DRC. The expedited permitting will be presented as good for those needing affordable housing, but it really deprives neighbors of their due process riights in my opinion.

  4. Avatar


    May 4, 2024at10:27 am

    34th street race track just became bigger with new members.

  5. Avatar

    Steve D

    May 4, 2024at8:12 am

    This is exactly why The Live Local Act was created… to supercede locals who constantly complain about the lack of affordable housing, then also complain when someone proposes to build more housing, especially anywhere near them.

  6. Avatar

    Carolyn Fay

    May 3, 2024at6:58 pm

    Does the Live Local Act realize $104K per year is a really, really high earnings for two in St. Pete’s “workforce”? I don’t know many people who could afford $2,350/month for a two bedroom apartment not including utilities. What pie in the sky is this thinking, and does this developer know Floridians still earn low wages in service jobs? Yet again, another development aimed at the haves vs. the have nots. I do not get it – this isn’t what’s supposed to be affordable housing.

  7. Avatar

    Ellen Meister

    May 3, 2024at5:43 pm

    Our city “leaders” don’t seem to be worried about the strain on our roads, water consumption, and sewer. We can’t continue to encourage people to move to our area! We are full and have been for a while!

  8. Avatar

    Cynthia Sweeney

    May 3, 2024at4:01 pm

    Whom will pay for road improvements, bicycle paths and sidewalks?
    This is NOT Kenwood. It is US19/34th Street business corridor.
    New condos/apartments behind Plaza 5th are being sold for $600K.

    How can people working service jobs
    afford to purchase/pay rent? They cannot.

  9. Avatar


    May 3, 2024at12:01 pm

    Cant’ believe people are complaining about this. It was literally a dilapidated strip mall before. Don’t like it? Don’t live in it! You couldn’t live in it when it was a dumpy concrete lot either!

  10. Avatar

    Kathy Bartlett

    May 3, 2024at11:52 am

    Where,when and how to apply for any units being built recently or nesr future for ssi pple or over 55😔

  11. Avatar

    John C

    May 3, 2024at11:23 am

    I agree, this is a terrible idea! We do not want these large numbers noxious apartment complexes in developed areas that are already congested!!!! Why are these decisions being made without asking the community what THEY want in THEIR neighborhood?! Furthermore $250k building cost per unit is atrocious! And rent over 2k?!!! That is hardly affordable to anyone in the economic zone. I own my home and pay less half if this rent amount in my mortgage! Tired of these corporations taking over!

  12. Avatar

    Danielle D.

    May 3, 2024at11:20 am

    I agree 100%. This area is not meant to have stacked apartments with no consideration of any of the heavy traffic in that area. There will be more headaches and traffic accidents in this area. 34th Street and 22nd Ave No has major traffic congestions and lets not even begin with 28th Street No and 22nd Avenue traffic lights. Traffic is just to congested. If this is approved it is due to BIG POCKETS being filled with cash! Fix the waste water situation 1st instead of pumping raw sewage into the aquifer.

  13. Avatar

    Shawna Tapley

    May 3, 2024at2:06 am

    This is a MAJOR bad idea. Traffic is so congested now and there is only 1 traffic light at 28th St.and 22nd Avenue. There is no way to enlarge 22nd Ave. There are apartments on 13ave that has several vacancies. People that live here are people that have been here for a while and enjoy their neighborhood. WE DON’T WANT APARTMENTS on 22nd Ave period!!!

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