Deuces Rising: St. Pete’s Pricey Promise and the Debate Over Progress
After years of delays, political back-and-forth, and a public price tag that’s turning heads, St. Pete’s Deuces Rising townhome project is finally inching toward completion. But not without serious controversy.
Five Years, $19 Million, and Counting
What was once pitched as a symbol of revival for South St. Pete’s historic Deuces corridor is now facing mounting scrutiny. Initially approved in 2019, the project promised 24 affordable townhomes across from the iconic Manhattan Casino, a location packed with cultural significance.
As of late 2025, construction continues. The project is now expected to be completed in the spring of 2026. City officials recently cut ties with One Community, the nonprofit originally tasked with developing the commercial portion of the site, after years of stalled progress.
The city has invested about $19.1 million into the 24-unit development, putting the public subsidy close to $500,000 per home. When factoring in land and early site work, the figure rises to nearly $800,000 per unit.
Councilmember Gina Driscoll was blunt about the delay, stating, “We’ve got high rises downtown that took less time.”
A Mission That Turned Into a Marathon
Located at 7th Avenue and 22nd Street South, the Deuces Rising project was championed by former Mayor Rick Kriseman as a key part of South St. Pete’s revitalization. The original vision called for 40,000 square feet of space for local shops, offices, a startup incubator, and a café.
However, that vision was scaled back as construction costs and soil remediation expenses skyrocketed from $19 million to as high as $33 million. City Administrator Rob Gerdes negotiated the price back down, but the damage to public confidence had already been done.
“It’s been an amazing journey acting as a developer,” Gerdes said. “You learn why nobody else did anything here for 20 or 30 years.”
Equity Questions and Uneven Growth
Councilmember Deborah Figgs-Sanders urged patience and perspective, noting that Horus Construction, a St. Pete-based company, faced challenges most luxury builders never encounter.
“I get to see firsthand where the equity and equality in the city’s development are not always equitable or equal,” she said. “Affordable housing developers don’t have the millions that the high-rises have, and progress here moves just a tad bit slower.”
That slower progress has become a point of contention for residents who feel South St. Pete projects rarely receive the same attention or investment energy as developments north of Central Avenue.
Who Can Actually Afford It?
Of the 24 units, half are designated for families earning below 80% of the area median income, roughly $75,000 for a family of three. The remaining units target families earning up to 120% AMI, or $112,000 for a family of three. Early price estimates ranged between $220,000 and $320,000, though officials say those numbers are still being finalized.
The city plans to begin marketing the townhomes to residents of the South St. Pete Community Redevelopment Area before occupancy begins in 2026. Yet questions remain about how affordable the homes will truly be once HOA fees and other costs are added in.
Commercial Space Still Uncertain
With One Community officially exiting the project in November, the city will soon open the parcel to new proposals. Officials still envision small offices, retail spaces, and possibly an incubator hub designed to bring more economic activity to the corridor.
Development Administrator James Corbett summarized the city’s intent clearly: “You’ll see a theme here. We’re trying to activate the corridor.”
The Woodson Land and the Bigger Picture
A nearby 5.5-acre city-owned property that was once reserved for the Woodson African American Museum is also being reconsidered. The city plans to market that land for mixed-use development once the museum relocates to the Historic Gas Plant District as part of the Rays redevelopment plan.
Councilmember Driscoll questioned the delay, arguing that the land could already be contributing to South St. Pete’s housing and retail needs. “Five acres in St. Pete terms, that’s a lot,” she said.
Where Things Stand Now
City officials plan to gather public input on October 30th at the Enoch Davis Center, providing updates on Deuces Rising and other projects along the Deuces Corridor.
For residents who have waited years to see meaningful change along 22nd Street South, the question is no longer whether progress is happening. It’s whether that progress is happening fairly.