JACKSONVILLE, Fla. — Downtown Jacksonville’s Southbank is poised for a significant transformation as local development firm Ashco Centers unveiled ambitious plans this week for a massive, 4.87-acre mixed-use project along the St. Johns River.
The proposed development, titled “The Seaport at St. Johns,” is set to occupy the riverfront property at 1701 Prudential Drive. If approved, the project will anchor the Southbank with two prominent towers, which are slated to house luxury residences and a high-end hotel. Beyond residential and hospitality offerings, the site is designed to be a comprehensive, walkable destination.
According to plans released by the family-owned Jacksonville company, the development will feature 110,000 square feet of retail space, a dedicated grocery store, and various waterfront dining options. Connectivity is a core component of the site’s design; developers have included plans for a public plaza, an extensive promenade, and a direct, seamless connection to the existing Southbank Riverwalk. Additionally, the project highlights the inclusion of a marina, aiming to maximize the utility and aesthetic of its riverfront location.
Edward Ashurian, founder of Ashco Centers, emphasized that the project is designed to reconnect the city with its primary natural waterway.
“This project puts Jacksonville’s greatest natural asset, the St. Johns River, at the heart of downtown life,” Ashurian said in a statement. “We envision a community gathering place on the St. Johns River where everyone can dine at the water’s edge, stroll the riverfront, and explore new amenities.”
The proposal marks a bold expansion for Ashco, a company with over 50 years of experience in Northeast Florida. While the firm has historically focused on developing and operating high-quality shopping centers, they are looking to leverage that institutional knowledge to redefine urban living on the Southbank.
“For more than 50 years, Ashco Centers has built and operated Class ‘A’ shopping centers across Northeast Florida,” said Alan Ashurian, the company’s vice president of construction and finance. “Now we’re bringing that same discipline and stewardship to the Southbank.”
The company is currently moving into the next phase of the process, with Tiffany Ashurian, vice president of leasing and acquisitions, noting that the firm is actively reaching out to potential operators to fill the retail and commercial components of the development.
The announcement comes as downtown Jacksonville continues to see a push for increased density and riverfront accessibility. By blending residential, retail, and public recreation space, The Seaport at St. Johns aims to transform a key piece of property into a central hub for residents and visitors alike.
Further details regarding the project timeline and specific architectural milestones are expected to be released as the development moves through the city’s planning and permitting stages.
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