7 Shocking Secrets Behind Juno & The Peacock: St. Pete's Hottest New Coastal Dining Experience

The dining scene in Downtown St. Petersburg, Florida, has been completely redefined in late 2024 and early 2025 with the grand debut of Juno & The Peacock, an upscale restaurant that is far more than just a place to eat. This new venture, which has quickly become the city's hottest gastronomic destination, is a sophisticated blend of New American Coastal Cuisine, deep mythological inspiration, and world-class interior design, replacing the long-standing 400 Beach.

The concept is a masterful creation by local hospitality veterans, drawing on the vibrant spirit of the "Sunshine City" while delivering an ambiance of unparalleled coastal elegance. From the opulent dining room to the adjoining, massive wine selection in the Pluma Cocktail Lounge, here are the seven most fascinating details—including the current date updates—that make Juno & The Peacock a must-visit culinary sensation.

The Visionaries: Shawn & Jeanna Damkoehler's Hospitality Empire

The driving force behind Juno & The Peacock is the husband-and-wife team, Shawn and Jeanna Damkoehler, who are celebrated figures in the St. Petersburg food and beverage industry.

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• Names: Shawn Damkoehler and Jeanna Damkoehler
• Role: Owners and Proprietors of Juno & The Peacock and Pluma Cocktail Lounge.
• Hometown Pride: Jeanna Damkoehler, a lifelong resident, has expressed immense pride in contributing to the growth of her hometown's dining experiences.
• Previous Ventures (Hospitality Portfolio):
  • Allelo: A highly-regarded Mediterranean-Aegean restaurant also located in St. Pete.
  • Annata: They purchased this establishment in December 2020, marking their second foray into the local hospitality industry.
  • 400 Beach: Juno & The Peacock took over the prominent downtown location formerly occupied by 400 Beach Seafood and Tap House.
• Creative Partners: They consistently collaborate with top-tier creative firms, including AvroKO for design and Brand Bureau for visual identity and naming.

The Damkoehlers’ history demonstrates a commitment to transforming established locations into fresh, upscale, and sophisticated venues that elevate the entire local gastronomic landscape.

1. The Deep Mythological Inspiration Behind the Name

The name "Juno & The Peacock" is a direct nod to both Roman Mythology and a classic cautionary tale.

The concept is inspired by Aesop's Fable, "The Peacock & Juno," a story that reminds us to appreciate our own unique gifts. In Roman mythology, Juno (the equivalent of the Greek goddess Hera) is the Queen of the Gods, and the peacock is her sacred bird.

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The peacock's tail feathers, with their "eyes," symbolize divine watchfulness, the vault of heaven, and all-seeing knowledge. This rich symbolism perfectly aligns with the restaurant's goal of offering a refined, elegant, and almost divine dining experience on Beach Drive.

2. The Unparalleled Design by AvroKO and Brand Bureau

To achieve its vision of coastal elegance, the Damkoehlers enlisted two globally renowned creative firms.

• AvroKO: This award-winning, New York-based design firm was responsible for the interior design, known for their sophisticated and fun approach.
• Brand Bureau: They handled the creative studio work, visual identity, and naming, ensuring the brand's aesthetic matched its mythological roots.

The resulting atmosphere is a masterclass in sophistication, featuring lush textures, eye-catching statement pieces, and a bold color palette that evokes the glamour of the coast. The design imbues the space with a feeling of grandeur that sets it apart from typical Florida coastal restaurants.

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3. The Culinary Focus: New American Coastal Cuisine

Juno & The Peacock distinguishes itself with a menu centered on New American Coastal Cuisine.

This culinary style is a modern take on classic coastal and American dishes, showcasing a varied seafood selection that caters to all tastes. The menu is designed to be both familiar and innovative, appealing to a sophisticated clientele.

Signature and standout dishes mentioned on the menu include:

• Oysters Rockefeller
• Lobster Tail Escargot
• Crab Louie
• Chicken Marsala (a classic American favorite)
• Creole Caesar (a signature salad with blackened Caesar dressing and peppadews)
• California Crunch (a signature lunch salad)

The restaurant also offers an elegant Afternoon Tea service, complete with Finger Sandwiches, Scones, a Caviar Course option, and a selection of sparkling wines.

4. Pluma: The Adjacent Craft Cocktail Lounge

The dining experience at Juno & The Peacock is complemented by its neighboring establishment, the Pluma Cocktail Lounge.

Pluma, whose name translates to "feather" in Spanish, is an extension of the peacock theme and focuses on providing an intimate, high-end lounge experience. The lounge features a carefully curated selection of light bites and a sophisticated cocktail program designed by acclaimed Beverage Director Ingi Sigurdsson.

The most impressive feature of Pluma is its wine selection, which boasts an extensive list of over 1,400 choices, primarily sourced from global vineyards. This massive collection makes Pluma a premier destination for wine connoisseurs in the Tampa Bay area.

5. The Strategic Downtown St. Pete Location

The restaurant's location is strategically chosen to maximize its impact on the local dining scene.

Situated in Downtown St. Petersburg, the venue is prominently located on Beach Drive, a highly desirable and visible location. This area is known for its upscale dining and proximity to cultural attractions, ensuring a steady stream of both locals and tourists seeking a refined experience.

The choice to replace the former 400 Beach with a completely new concept signals a bold move by the Damkoehlers to usher in a new era of coastal luxury dining for the city.

6. A 2024 Debut That Reimagined Coastal Elegance

Juno & The Peacock’s grand debut in 2024 was highly anticipated and marked a fresh chapter for the city's gastronomic landscape.

The restaurant’s opening news was widely reported in August 2024, with its debut celebrated as a significant event in the local hospitality scene. The immediate success and critical praise highlight its unique position as an upscale restaurant that perfectly balances mythological storytelling with modern coastal flair.

7. The Connection to the Owners' Other Successful Ventures

Juno & The Peacock is not an isolated success but part of a growing, bird-inspired portfolio of hospitality brands managed by the Damkoehlers.

The owners’ experience with Allelo, their Mediterranean-Aegean restaurant, provided a strong foundation of operational excellence and a proven ability to collaborate with high-level creative partners like AvroKO and Brand Bureau. This established track record in the St. Pete community ensures that Juno & The Peacock is built on a foundation of local knowledge, high standards, and a dedication to delivering a consistently exceptional dining experience.