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What you need to know about Kettler’s St. Pete project

Veronica Brezina



The building housing First Avenue Liquors, which will be demolished and redeveloped as part of Kettler's plans. GoogleMaps.

Virginia-based firm Kettler, one of the largest multifamily development and property management companies in the Southeast, has shared more details on its plans to build a high-rise apartment tower in St. Pete on a developed property. 

Late last year, the group purchased the office building at 1211 1st Ave. N., owned by Rick and Mimoza Noll, for $11.5 million. It also purchased the building at 1123 1st Ave. N. for $1.7 million and the building at 1101 1st Ave. N. for a combined $4.8 million from a holdings company. 

Kettler will be preserving the buildings to the west and east ends of the site, which includes a 24,649-square-foot office space that’s home to the Zubrick Magic Theatre, and an 8,177-square-foot MUV marijuana dispensary at the opposite end. 

A site plan shows the proposed 21-story tower will be developed between the two buildings. A surface parking lot and the shuttered Deep Blue Fitness gym will be demolished. 

The closed Deep Blue Fitness gym building, which will be demolished. GoogleMaps. 

Kettler had long planned the project before purchasing the parcels, Catherine Moy, Kettler’s senior vice president of multifamily developments, told the St. Pete Catalyst.

“This is one of the fastest-growing areas in St. Pete and is perfect for new residents,” Moy said. “We want to fill in the gap between the central downtown area and the ballpark.” 

Elevations for the proposed mixed-use project in the Edge District. Image: BDG Architects/city documents.

The proposed $100 million unnamed complex will have 310 apartments, a 360-space screened parking garage and 6,766 square feet of ground floor commercial space. 

New details about the project

  • Impacts on surrounding development: In addition to the gym, the project also calls for the partial demolition of the adjacent retail space, where First Avenue Liquor operates. As a result, First Avenue Liquor will be relocating inside the three-story building. As it relates to noise, vibrations or any other potential disruptions that may occur during construction, the Kettler team said it will mitigate any negative impacts on the surrounding businesses. 
  • The types of units: All of the apartments will be market rate. Kettler will be contributing to the city’s housing Capital Improvements Projects (HCIP) trust fund.
  • Parking: There will be a screened seven-story parking garage that will be shared with the apartment’s residents as well as customers and employees of the bookend businesses. 
  • Timeline: Kettler is seeking approval for a 7.0 floor area ratio (FAR) and a maximum height of 212 feet. The St. Petersburg City Council, meeting as the Community Redevelopment Agency, will review the site plan and request July 20. Pending the approval from the CRA, the request would then go before the St. Petersburg Development Review Commission. Moy said Kettler expects to start construction next year. The group is working with BDG Architects and civil engineering firm George F. Young on the project.
  • Amenities: The tower will have a rooftop amenity deck with a pool, a clubhouse, a lounge area and other offerings. 
  • Green space: The Kettler team said they are looking at different options regarding green/open space. However, the application states the onsite open space will be adjacent to 1st Avenue N., 11th Street N. and Arlington Avenue N. 
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  1. Avatar

    Frank Z.

    July 16, 2023at7:35 am

    All these apartments and condos going in so people can walk to their jobs…what companies are located downtown? The only real employment downtown is bartenders and other service personnel. Not a lot of big business any more.

  2. Avatar

    Lealman Larry

    July 16, 2023at7:22 am

    Thank you Kolter for improving the charm around this area and making St. Pete a great place to live. Lived here for 40 years now, never seen downtown look so good as compared to 35-40 years ago.

  3. Avatar


    July 16, 2023at5:20 am

    The design of this thing is horrific, it looks like one of those giant Daytona Beach condo wall buildings.

  4. Avatar

    Ruth Barrens

    July 15, 2023at8:21 pm

    I agree about the impact on infrastructure. Where’s the water coming from? The design is atrocious — boring right angles like all the other new apartments and condos. The charm that makes St Pete a pleasant place to live is disappearing. How disappointing.

  5. Avatar

    S. Rose Smith-Hayes

    July 15, 2023at6:26 pm

    All we need is more apartments downtown. I hope our sewer system can hold up. Traffic is already too much.

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