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Florida's Hidden Gems: Local Flavor at 'Hookin Ain't Easy'

A stop at this St. Peterburg seafood shop and eatery is worth your attention.

Florida's Hidden Gems: Local Flavor at 'Hookin Ain't Easy'
'Hookin Ain’t Easy cafe in St. Petersburg. (Photo by Capt. Ray Markham)
  • Hidden Gems: Roads less traveled & waters less fished in Florida. Florida Sportsman magazine’s 'Hidden Gems’ project in the August-September 2024 issue featured 14 hotspots for Florida’s hunters and anglers, from the Keys to the Panhandle. This installment highlights Hookin' Ain't Easy Seafood Co. in St. Petersburg.

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Some gems are found off the water. This one shines in St. Petersburg.

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Florida Sportsman's 'Hidden Gems.'

I’ve probably passed by it a hundred times over the past 5 or 6 years but never paid attention to a business on the corner of 22nd Ave. South until the light turned red at 37th Street in St. Petersburg. A sign caught my eye. It said, “Hookin Ain’t Easy.” Since the business was right across the street from a church, a multitude of thoughts crossed my mind.

It sure seemed like a busy place. It was a balmy Saturday afternoon and because of the number of parked cars surrounding it, it made me wonder just what was going on in there. Curiosity was killing the cat so I circled back and found a place to park down the street. Heading up the walkway, I could hear live music playing, a beachy sound like reggae. I entered and much to my surprise found a retail seafood counter with snapper, grouper, salmon, crabs, oysters, shrimp, crawfish, lobster, mahi mahi, tuna and more.

Proceeding to the side entry on 22nd Ave., I entered what looked like a beach bar tiki of sorts, with picnic tables, corn hole games, crab traps and appropriate fishing décor.

seafood counter
A well-stocked seafood counter at "Hookin Ain't Easy' (Photo by Capt. Ray Markham)

Hard at work behind the bar, I met Matthew and Veronica Neumann, owners of "Hookin Ain’t Easy," and you can tell they are the owners because they are in perpetual motion and never stop to relax when another drink needs to be poured, the kitchen has an order or a pick-up, or the bar needs more ice.

While I was sitting at the bar, Matt told me that he’d run fishing charters in the area for 24 years. His dream of starting a retail seafood business was realized 5 ½ years ago and since then he steadily built his clientele, many locals and charter fishing buddies with as much salt in them as the rims of the margarita glasses. It turned into a gathering place for fishing chums and Hemingway types who enjoy the tall tales of the ones that got away and the ever-so-slight exaggerations of those that did not.

Two years ago, Matt and Veronica decided that a café would complete this nautical oasis. The warm and friendly atmosphere draws new customers, destined to become regulars once they’re “hooked.” The popularity of the food, drinks, sounds, and fresh seafood just took off.

During stone crab season, Matt runs commercial traps providing the freshest claws anywhere. Smoked fish, pulled pork, BBQ wings, shrimp, oysters, clams, crawfish, and just about everything else you can think of are on the menu.

I’ve done a fair bit of travel in my time, and whenever I’m out of town I look for local flavor. I’d ask the locals what restaurants they recommend. When I find two locals suggesting the same place, I go there. It’s never steered me wrong. Matt’s business is one of those and it’s doing well, but as he told me, Hookin Ain’t Easy. Address is 3660 22nd Ave. S. St. Petersburg; (727) 592-1388.





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