Plans are moving forward for a new dining destination at 301 North Roscoe Blvd., the former site of Lulu’s Waterfront Grille, which closed in 2021 and has since been demolished. True Story Brands has partnered with Shark Tooth Dining, LLC to bring Yebo Beach Haus and the Lions Head Private Members Club to the waterfront property.
The 1.34-acre parcel was purchased in late 2024 for $4.1 million by Shark Tooth Dining owner Alex Cranberg, an oil executive and conservative activist, with plans to develop a luxury restaurant and a private, second-floor dining club. Those plans will now be realized through the collaboration with restaurateur Anthony and True Story Brands.
Founded nearly three decades ago by Anthony, a South African native, True Story Brands has become a staple of Atlanta’s dining scene. The company is known for concepts such as 10 Degrees South and Biltong Bar, which pair elevated cuisine with immersive design and South African hospitality. That same approach is now set to arrive in Ponte Vedra Beach.
Yebo Beach Haus first opened in Atlanta in 2012 and has since gained a following for its energetic yet refined atmosphere and New American menu. The concept centers on high-quality sushi, seafood and prime steaks, infused with flavors inspired by Cape Town and South Africa’s wine regions. Signature dishes include Red Butter Curry Halibut, Peri-Peri Chicken Frites and the Spicy Tuna Roll.
The name Yebo, pronounced “yeah-bō,” is a South African expression meaning “yes” or “I agree,” reflecting the brand’s focus on warmth and connection. That philosophy aligns with Shark Tooth Dining’s vision for the property.
Anthony said the team is eager to transform the site into a standout hospitality destination for Ponte Vedra, adding a unique offering to St. Johns County’s growing food scene through globally inspired flavors and wines.
The ground-floor Yebo Beach Haus will feature approximately 207 seats, while the second level will house the Lions Head Private Members Club, an exclusive dining experience designed to be elegant, private and thoughtfully curated.
Construction is expected to begin in early 2026.
Cranberg also serves as lead investor and capital partner at Denver-based Aspect Real Estate, which is involved in the redevelopment of the former One Ocean Resort & Spa in Atlantic Beach. The 193-room property is being reimagined as Dune House and is scheduled to open in spring 2026.
Information from: https://www.bizjournals.com/jacksonville/news/2025/12/23/private-club-and-eatery-ponte-vedra.html
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