St Joe and BRW to collaborate on boutique hotel in Florida

A joint venture has been formed between The St Joe Company and BRW Midgrove to build The Lodge 30A in Seagrove Beach.

In a statement marking the beginning of the joint venture, St Joe and BRW MidGrove have revealed plans to construct The Lodge 30A on Florida’s highly desirable Scenic Highway 30A corridor. We take a look at what to expect from the new hotel.

A prime location on Florida’s coast

The proposed property will benefit from a prominent position on an attractive stretch of the Florida coast that has steadily grown in popularity among travellers.

“This Seagrove Beach location will offer guests an opportunity to stay in the heart of the popular Scenic Highway 30A corridor, just minutes from the Gulf of Mexico and its white-sand beaches,” said Patrick Murphy, senior vice president of hospitality for St Joe.
“Last year, more than 4 million travellers vacationed in the area, a number that has been on the rise for several years. This planned hotel provides another option for future travellers as they discover this incredible destination and explore the area’s natural beauty.”

The Seagrove Beach lifestyle

The forthcoming hotel will lie adjacent to the planned mixed-use development Greenway Station. Positioned alongside the 15,000-acre Point Washington State Forest, this scheme will provide access to a network of hiking and biking trails, as well as multiple restaurants and shops.

“We are very excited to announce this partnership with St Joe and to see the work begin soon on The Lodge 30A,” said Ricky Rookis, MidGrove Centre manager. “With leasing interest for a significant portion of the restaurant and retail space, we believe that Greenway Station will become a destination for gathering, shopping and dining in Seagrove Beach and that The Lodge 30A will appeal to visitors looking to experience the unique lifestyle that can only be found along Scenic Highway 30A.”

Current plans for the property call for an attractive three-storey structure incorporating amenities such as a fitness centre and outdoor pool. Meanwhile, the architecture and interior design concepts will use natural materials, with a modern aesthetic that takes inspiration from the surroundings.

With site development expected to begin immediately, the developers anticipate the hotel will be ready to welcome guests in early 2022.

Upon completion, The Lodge 30A is to be managed by St Joe Resort Operations. This hospitality group currently operates WaterColor Inn and WaterSound Inn, as well as managing The Pearl Hotel, in Rosemary Beach, with four more hotels under construction in Northwest Florida.