Sundial’s new tenant prepares for a summer opening in downtown St. Pete

Amid the sounds of construction geared at bringing the vision of Paradise Ventures and Ally Capital Group to life at Sundial St. Pete, the complex’s newest tenant has begun the build-out of what is set to be a flagship location.

Positioned as a leading anti-aging and wellness clinic, Serotonin Centers offers a comprehensive range of services including hormone replacement therapy, weight loss programs, aesthetic procedures, and immunity & recovery treatments.

Sundial developers have an ambitious growth plan

This new facility, to occupy the space formerly held by Marilyn Monroe Spa, marks the beginning of an ambitious growth plan for the husband and wife team of Trudy and Charles Fehlinger, who secured the Southwest Florida rights to the franchise. It’s the first of three to open in the Tampa Bay area, with eyes on additional shops southward. The St. Petersburg center, however, is poised to be the largest and most comprehensive of the new locations.

Construction crews have also made progress in transforming the once sparse open-air space at Sundial. The sundial structure is now gone (calling Mark Ferguson) soon to be replaced by an outdoor bar and “cafe-style” seating areas with umbrellas and green spaces. This vision, revealed in February of last year, is part of a broader effort to rejuvenate Sundial St. Pete and attract a diverse mix of tenants and visitors.

A mixed-use placemaker in St. Pete

The Tampa Bay Business Journal recently highlighted that owners have enlisted the expertise of Carrie Bobb, a “mixed-use placemaker” from Orlando-based Foundry Commercial. Bobb’s involvement is notable for her strong relationships with many brands considered anchor tenant material for Sundial including SoulCycle, Sephora, lululemon, Drybar and Shake Shack, which had reportedly been eyeing a St. Pete location prior to the pandemic.

Hailing from Pennsylvania, Trudy and Charles expressed a high level of optimism for the St. Pete lifestyle and Sundial’s transformative efforts, led by Paradise Ventures, citing a strategy to “cultivate a cohesive mix of tenants.” 

“I can’t say enough about the folks at Paradise,” commented Trudy. “Their entire concept to reinvigorate Sundial and bring something unique to downtown is something we’re excited to be a part of.”

Serotonin Centers is eyeing a June opening date for their St. Pete location. Learn more about them online.

What to read next:

• Neon Lunchbox prepares debuts on Central Avenue
• Trader Joe’s prepares for Pinellas County expansion
• Hidden Gems: Valenty’s Lounge in Pasadena
• Sting adds a second show in St. Pete