Two years after opening his doors at Beachwalk, a frustrated restaurant owner says the crowds he was promised still have not shown up. This week he posted drone video of what he calls a "deserted" development, with big stretches of bare parking lot and grass where shops, pavilions and a lively promenade were supposed to be. He says the sluggish build-out has left his corner of the project nearly empty of customers and warns his business might not make it through the summer. The footage has stirred up fresh irritation among nearby merchants who expected a much busier center by now.
Owner shares drone video, calls site 'deserted'
Seth Neiman, who owns Island Fin Poke at Beachwalk, took his concerns public on Facebook after two years in the center, saying "The buildings and structures are all like this" and describing the surrounding area as mostly unfinished, as reported by News4JAX. In the drone clips he posted, wide swaths of parking and lawn stretch across spots where marketing materials had shown a lineup of stores, restaurants and a water-facing walkway. The video racked up thousands of views and drew more than 100 comments from neighbors and fellow business owners, many of them trading worries over whether the long-promised build-out has stalled.
Developer says permits in motion, summer start planned
Falcone Group and PEBB Enterprises, the partners behind the Beachwalk project, answered with a statement saying they are "actively working through the permitting process" for short-term cottages and the COMPASS by Margaritaville hotel and that "we will be starting construction this summer," the developers told News4JAX. They said the retail side of Beachwalk has "exceeded expectations" and will help fuel the residential and hotel phases as they move ahead. The joint venture added that it remains committed to delivering the full vision it marketed for the mixed-use community.
Paper trail shows project inching forward
Some official steps are on record that suggest the project is still moving through the approval pipeline. Earlier this year, JEA issued a service-availability letter for the planned Compass Hotels by Margaritaville site off County Road 210, a standard step before utilities are formally connected and construction can begin, according to the Jax Daily Record. County documents show the Development Review Committee reviewed hotel plans and related applications in late 2025 and early 2026. The Falcone Group's Beachwalk project page also lays out the planned mix of retail, residential and lagoon features and describes phased work across the site.
Timing becomes critical for local merchants
Island Fin Poke lists its Beachwalk location at 345 Beachwalk Shore Drive on the chain's own location page, confirming the restaurant is operating inside the center. Local commercial reports note that several outparcels at Beachwalk have been sold or leased to restaurants and service businesses, although multiple pads are still vacant, according to CityBiz. Merchants say the visible gaps between buildings make it tougher to draw casual walkers, create a sense of place or host events, all of which they say are critical to keeping small shops afloat.
Developers' vow to start construction this summer gives nearby businesses a clock to watch, but owners like Neiman say they will need obvious, on-the-ground progress quickly if empty lots are going to turn into paying customers. Upcoming county permits and utility milestones are the next markers to track, and if they land on schedule the look and feel of Beachwalk could shift significantly before year-end. Until then, some small operators are quietly weighing whether to stick it out for another season or start looking for busier corners of St. Johns County.
