Located at a prime spot on the corner of 5th Avenue N. and Beach Drive NE, Juno & the Peacock is poised to become a jewel in St. Petersburg’s thriving downtown waterfront. Adding to the allure, an adjoining cocktail lounge named Pluma will offer an extensive wine list featuring over 1,400 selections, predominantly from New World Regions. Shawn Damkoehler shared that the vision is to introduce something “new and exciting” to an area experiencing remarkable growth and attracting visitors nationwide. With the success of Allelo st pete, this new project is highly anticipated.
The location itself holds historical significance, as Steve Westphal originally opened 400 Beach in 2009, marking the beginning of the downtown waterfront’s revitalization. Juno & the Peacock benefits from its proximity to iconic landmarks like North Straub Park and the newly renovated Vinoy Resort & Golf Club. The Damkoehlers, who acquired 400 Beach in 2021 and operated it under the same name until 2023, are deeply invested in the area’s culinary evolution, further evidenced by their successful transformation of the former Annata and Alto Mare spaces into Allelo in September 2022.
Allelo st pete quickly garnered acclaim from both critics and diners, even earning praise from Michelin-starred chef John Fraser. This success fuels the Damkohlers’ ambition for Juno & the Peacock. Shawn Damkoehler expressed their excitement, stating, “We’re ecstatic for the enthusiasm we’ve seen from everyone with Allelo. We’re certainly not going to take our foot off the gas in that regard, and we’re beyond proud of the restaurant and our staff there. As well as that’s been received, we wanted to do something comparable.” The team behind Allelo’s design, including the designer, architect, and construction company, will also be involved in bringing Juno & the Peacock and Pluma to life. Creative studio Brand Bureau and award-winning design firm AvroKO are contributing their expertise to create a sophisticated and inviting atmosphere.
Juno & the Peacock, named after the classic Aesop’s fable and the majestic bird, will feature a visually stunning interior with in-laid terrazzo and brass accents. Jeanna Damkoehler, a St. Petersburg native, emphasized the artistic element, noting that artwork depicting the restaurant’s namesakes will adorn the walls. She described the aesthetic as “really eclectically beautiful,” promising a unique and memorable dining environment that complements the high standards set by Allelo st pete.
The menu at Juno & the Peacock will showcase “New American coastal cuisine,” featuring highlights like dry-aged steaks and an impressive seafood tower. The seafood tower will include seared grouper and Maryland-style crab cakes, a nod to Shawn Damkoehler’s Maryland roots. Despite his East Coast origins, Damkoehler, a Pinellas County resident for over 30 years, proudly identifies as a “diehard Floridian,” indicating a menu that will resonate with local tastes while offering refined culinary experiences. Pluma, the cocktail lounge, will complement the restaurant with its extensive wine list and a selection of traditional cocktails, South and Central American-inspired creations, and light bites. Together, Juno & the Peacock and Pluma will offer seating for up to 268 guests, both indoors and outdoors.
Adding to its appeal, Juno & the Peacock will feature private dining spaces, including a champagne room, catering to larger groups and special occasions. Despite the upscale ambiance and culinary offerings, Damkoehler stressed that the restaurant aims to be welcoming and “for everybody.” He reassured that they intend to maintain accessibility for their existing clientele, stating, “If you want to get a nice hamburger or wrap for lunch – we’re still going to be accessible to the people who always went there and will continue to go there. We don’t want to just put ourselves out there like some high-end new restaurant everybody else is doing.” Their target demographic is broad, encompassing locals, tourists, and families, aiming to create a space that reflects the diverse St. Pete community. Jeanna Damkoehler highlighted the anticipation from long-time St. Pete residents for the ongoing evolution of Beach Drive, suggesting that Juno & the Peacock will be a significant representation of the city’s exciting future.
Juno & the Peacock and Pluma are scheduled to open in “early summer.” The Damkohlers have promised to release further details, including the announcement of the executive chef, in the coming weeks. The anticipation is building for this new waterfront dining destination from the team behind Allelo st pete, promising to further enrich St. Petersburg’s vibrant culinary scene.
