For travelers, the best getaways are often about more than where you sleep. They’re about discovering a place that feels special — a beautifully designed home, a tucked-away inn, a memorable view or the kind of local experience that makes you want to return.
Two Northeast Florida hospitality groups are joining forces to deliver exactly that.
Ancient City Hideaways and Joseph Ellen Properties have announced the launch of ThirtyNorth, a new hospitality platform bringing together a curated collection of vacation homes, boutique inns and distinctive stays across Jacksonville, the Beaches, Ponte Vedra, St. Augustine and beyond.
Behind the new venture are two couples who have built their businesses — and their lives — in Northeast Florida. Andrea and Danny Brown founded Ancient City Hideaways in 2017, while Melody and Andrew Pokrzywinski founded Joseph Ellen Properties in 2021.
Their partnership started in an appropriately local way: over tacos.
Introduced by mutual friends who believed they had plenty in common, the couples met at Osprey Tacos and quickly discovered their businesses shared similar philosophies and complementary strengths. A year and a half later, ThirtyNorth officially launched.
The name itself is a nod to home. The 30th parallel passes directly through Northeast Florida, giving the new company a geographic connection to the region its founders know best.
“By anchoring our brand to the very geography that defines our portfolio, we’re reinforcing our commitment to the region we love,” said Andrea Brown, co-owner of ThirtyNorth and co-founder of Ancient City Hideaways.
That local connection is especially important as the vacation rental industry increasingly becomes dominated by large national companies.
“We don’t just operate in Northeast Florida. We live and work here; our kids go to school here; my husband was born and raised in Florida,” Brown said. “We know this community and what makes it special. We want to contribute to that.”
Curated, Not Crowded
Rather than building the largest possible inventory of rental properties, ThirtyNorth is taking a more selective approach.
“We’re not looking to be the biggest collection of homes — we’re looking to be the best,” said Andrew Pokrzywinski, co-owner of ThirtyNorth and owner and CEO of Joseph Ellen Properties.
The goal is to assemble standout properties from Fernandina Beach south to St. Augustine Beach, with each offering something memorable — whether exceptional design, an unusual location, luxury amenities or an experience guests simply can’t find everywhere else.
“A ThirtyNorth property offers a stand-out feature,” Pokrzywinski said. “We pair that with a fully local management group and 24/7 on-demand support for both guests and property owners, providing an unparalleled and personal experience.”
That philosophy reflects the changing way many people travel. Visitors increasingly want accommodations that feel connected to their destination rather than interchangeable from one city to the next. ThirtyNorth aims to combine that personality with the consistency and service travelers expect from a quality hotel.
Guests will also have access to a growing partnership program featuring local discounts, experiences and special offers. An upcoming guest app will make those connections even easier, helping visitors discover more of the restaurants, attractions, businesses and experiences that give Northeast Florida its character.
For the four founders, ThirtyNorth is ultimately about hospitality on a more personal scale — creating memorable stays while remaining deeply connected to the communities welcoming those visitors.
And for travelers looking for their next Northeast Florida escape, that might mean discovering not just another place to stay, but a place worth remembering.
