Reality TV star Captain Sandy Yawn submits a proposal to Jacksonville to begin a luxury/dining boat service downtown
JACKSONVILLE, Fla. — Reality TV star and renowned yacht captain, Sandy Yawn, is setting sail toward an ambitious new venture—a luxury boat service in downtown Jacksonville. The "Below Deck Mediterranean" captain has her sights set on launching the experience as soon as this June. She approaches the project with her love for the water and her experience as a licensed yacht captain.
"Jacksonville is a cool city," Captain Sandy told First Coast News, acknowledging that while it may not be the South of France or Italy, it has its own unique charm. Now a resident of Nocatee, she's eager to share the city's beauty with visitors.
"I think more people should come visit Jax… it’s incredible," she said.
A Floating Luxury Experience
Captain Sandy’s vision includes an open-deck luxury boat designed for weddings, corporate events, casual river cruises, and high-end dining experiences.
"I want to bring more people on the water in Jax," she said, noting that billionaire Shad Khan’s Four Seasons development will elevate the city's profile.
The proposed boat service would cater to executives and hotel guests, offering dinner cruises with cuisine from local high-end restaurants. Captain Sandy also plans to bring in celebrity chefs connected to her TV show.
"We don’t want a floating restaurant, because I would never eat on a boat… unless it was a superyacht," she quipped.
Captain Sandy says she would buy the boat herself and work through revenue details with the city.
Investing in Jacksonville's Waterfront
The plan starts with a modest 47-passenger vessel, with aspirations to expand.
"Let’s start with a small boat… there’s no harm in that. I guarantee I can fill that boat," she said confidently.
Captain Sandy and her business partner, retired JSO Sgt. and boat captain Rob Adams, see Jacksonville as an untapped yachting destination.
"You've got this area… the dock is ready," Adams said, referencing the spot near the Chart House.
Other marinas planned for the downtown area still face construction time.
Bids for the city’s luxury boat operation are due by 4 p.m. March 20, with specifications requiring a capacity of 175 passengers and a minimum of 24 public events per year. Captain Sandy and Captain Rob support the idea of holding public events and opening the boat to any passengers who want to enjoy luxury food, a ride on the river and the possibility of seeing dolphins.
"We're not capitalizing on what makes Jacksonville, Jacksonville - the St. Johns River," Captain Rob says. He says other cities, such as Savannah and Charleston, draw people to downtown restaurants and business via their river boats and cruises.
The business team is aware that two other dinner boat operations have fizzled out over the years. They believe now the development of the Jaguars stadium area and other projects make their vision a winner this time.
Could Yachts Be Next?
Beyond the luxury cruise, Captain Sandy has bigger aspirations—bringing a luxury yacht charter service to Jacksonville.
"Hey, I came from the yacht world… we make magic happen," she said.
With the St. Johns River deep enough to accommodate large vessels all the way to the edges, she believes Jacksonville could become a premier yachting hub.
"Even in Miami, you can’t pull docks all the way into downtown."
Captain Rob says Jacksonville is a top spot for executives and corporate leaders to relocate. The problem now is, he says, those business people have to be flown to Miami or West Palm for entertainment because Jacksonville is lacking a yachting base.
At the time of publishing this article, it's unclear if other groups will step up and make bids to the city for the downtown dining/luxury boat service.
