V Pizza’s ownership proposes a new two-story waterfront restaurant.
V Pizza may soon be branching out into a new concept —steak —in Ponte Vedra Beach.
The company ownership is seeking approval to build V-Steak at Lulu’s at the closed Lulu’s Waterfront Grille at 301 Roscoe Blvd. N., according to St. Johns County Development Review Board preapplication documents.
The restaurant chain, which features pizza cooked in wood-burning ovens, operates seven Northeast Florida locations as well as in one in Georgia and two in North Carolina.
V Pizza owner Paul Scott said March 9 that no contracts have been signed and his company has not purchased the property. He had no further comment on the menu or concept of V-Steak at Lulu’s.
Owners registered the business name V Steaks LLC with the state in April 2021.
V-Steak at Lulu’s is how the name appears in the preapproval documents, although renderings show the restaurant sign as “V Steak.”
According to documents submitted by Matthews Design Group of St. Augustine, the plan is to demolish Lulu’s and construct a two-story restaurant with a similar footprint.
Renderings show a 10,000-square-foot, two-story building, a rooftop deck with a view of the water and a bar at ground level. There is a second-floor dining deck facing north.
The parking lot would remain with some adjustments to meet Americans with Disabilities Act access and parking requirements.
The St. Johns Property Appraiser says the 1.34-acre property’s 2021 market value is $1,311,387 and its taxable value is $888,246.
The existing 6,286-square-foot building was constructed in 1971 and valued this year at $245,320.
On March 1, 2001, the TQ Corp., which has the same address as Lulu’s Waterfront Grille, bought the property for $600,000 from James M. and Patricia Thomas and Carter Lewis Quillen of Jacksonville Beach.
Representatives of TQ Corp. could not be reached for comment.
V-Steak at Lulu’s would add another dining concept to the Roscoe Boulevard area.
Palm Valley Fish Camp is next door to the proposed V-Steak at Lulu’s. Other restaurants nearby include V Pizza & Julep, Valley Smoke, Palm Valley Outdoors Bar & Grill and Barbara Jean’s.
In November 2021, a health department inspector temporarily closed Lulu’s Waterfront Grille for one day because of rodent droppings found in the preparation area. In December 2021, inspectors again found rodent droppings as well as other violations and the restaurant has remained closed since.
On Dec. 16, 2021, Lulu’s Waterfront Grille posted on its Facebook page it was closing temporarily.
“Unfortunately at this time we are temporarily closed,” it said.
“We will continue to update everyone on our plans for reopening! Thank you for your continued support at Lulu’s Waterfront Grille.”
A Jan. 1 holiday greeting read, in part, “We look forward to serving everyone again and will be posting updates about our reopening shortly!”
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