Construction on a new shopping center will soon begin in Neptune Beach

JACKSONVILLE, Fla. — Atlantic Boulevard and Third Street will soon get a facelift in Neptune Beach.

The goal is to transform the plaza into a shopping and entertainment center.

The rising shopping center will be known as Saltwater Row.

“I think it’s a really good idea,” Alyssa Adams said.


The project will be a major investment in Neptune Beach, especially for neighbors such as Adams, who already travel long distance to shop for necessities.

“You know, Jax Beach is pretty big on that, so Neptune Beach and Atlantic Beach, I feel like it would be cool if we brought more people over here, too,” explained Adams.

A shopping center won't be the only luxury coming on site.

The first phase of the project will include public courtyards, tree-lined streets and more parking.

The first phase will also include 30,000 square feet of retail on the first floor and a hotel with 44 rooms on the second floor.

Adams says new development could bring the area back to life.

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“I like how there is small town vibes around here. I love how I know everyone, but also think it will be cool to bring more business,” Adams said.

Plans for the second phase will include a 150-room luxury hotel.

Developers told Action News Jax that Saltwater Row will be similar to what is offered at the beach’s town center, which is not far away.

Salt Water Row will also include fitness activities, boutique stores and entertainment.

Construction will start early next year.