How a St. Petersburg couple turns Old Florida nostalgia into sweet souvenirs

Gabrielle Calise, Tampa Bay Times
Updated ·6 min read
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ST. PETERSBURG — A trip to this sunny storefront off Central Avenue is like walking into a fantasy of Florida’s past.

Racks of T-shirts line the walls, the buttery yellow and cream fabric covered in orange groves, bathing beauties and seashells. There are felt and wool pennants. Vintage postcards. Pillowcases designed with Florida-room furniture in mind.

“For a taste of paradise…” screams one tote bag, text hovering around a girl straddling an alligator. “Come to Florida!”

This is not the gift shop for a long-lost roadside attraction, though it sure was inspired by the idea of one.

After selling their creations at markets and online, Alexa Schneider and Lauren Sampson opened the brick-and-mortar location of 5801 Print House a few weeks ago. The space at 5725 Central Ave. is part print studio, part gift shop, part shrine to all things Florida nostalgia.

The old-school designs (plus the shop’s terrazzo floor and wood paneling) give the space a vintage souvenir stand vibe. But while the designs of shark teeth and water skiers look like they were ripped from old brochures and posters, the women behind the artwork aren’t from that era — or even the Sunshine State itself.

A road trip-inspired beginning

Schneider and Sampson grew up in Titusville, Pennsylvania, a town with a population just above 5,000. Through dance classes and school, they formed a friendship as small children.

Schneider, now 23, has fond memories of Midwestern road trips with her mom. The family often drove by quirky attractions around Route 66. Schneider wondered: “What was this like in its heyday?”

In 2017, Sampson moved to Florida to study marketing at the University of Tampa. When she came home during the early days of the pandemic, the old friends reconnected.

“One day, we were just dating,” Schneider said.

When Sampson, now 24, returned to Tampa to finish her degree, Schneider came, too. In 2021, they found a house in St. Petersburg. And in the garage, Schneider could start screen printing.

Finding a market for nostalgia

Schneider had only been practicing the craft for a year, working for a screen printing company in Clearwater to hone her skills. By April 2022, she had enough designs of her own to start selling at the Indie Flea market in St. Petersburg. She and Sampson decided on the name 5801 Print House, taking the number from their home address.

Their first market was in April 2022. The designs, inspired by vintage items from eBay and estate sales, were a big hit with the market crowd.

Longtime Floridians liked seeing images that evoked childhood. The younger shoppers were drawn to the aesthetic.

“I think a lot of it is the nostalgia that you have, without ever experiencing it,” Schneider said.

Soon their work could be found in places like Pete’s Bagels in St. Petersburg and Pineapple Marketplace on Anna Maria Island. Then as far as Rainbow Springs and St. Augustine. The market circuit expanded, too, from Intermezzo’s monthly outdoor Mezzo Market to Floridania Fest at the Gulfport Casino.

Schneider draws the designs on her iPad, then creates screens so the artwork can be mass-produced. Sampson joins in on the screen printing, plus schedules events and strategizes for social media.

Both the marketing and the designs are heavily influenced by tourist traps from the past.

“It’s inspiring seeing what they did just to get people in the door,” Sampson said. “Especially without the internet.”

A modern souvenir shop to serve vintage vibes

Earlier in 2023, the couple finally found their dream space: a former dance studio in west St. Pete. After some DIY renovations, the front half was transformed into a mid-century-inspired retail space. The back of the store, behind the checkout counter, is where the couple screen prints.

On the window, they added their slogan: “Sunshine City’s Souvenir Alley!”

The location has meaning for several reasons. The next-door neighbor, Webb’s Tattoo, got its name from famed former roadside attraction Webb’s City.

Ken Breslauer, the collector and author who founded the annual Floridania Fest, pointed out another layer:

“He was really excited about us opening a storefront on Central Avenue, because the rich history of St. Pete souvenirs is some of the strongest in the state of Florida,” Schneider said.

During the grand opening in July, shoppers got to try screen printing and take home the product as a souvenir — something the couple hopes to do more of.

Products range from koozies ($3) to baby onesies ($16). Some items are more fleeting, like the fruit-themed earrings made from plastic beads Schneider found on eBay ($12 a pair). Others can be customized upon request, like shirts ($26-$28, depending on the cut).

In true St. Petersburg fashion, the atmosphere is as hyper-local as it gets. Decor includes a banner from St. Pete’s Festival of States, old photos of Sunken Gardens and an entire wall of vintage brochures and ephemera. Snacks are sold out of an old display case rescued from Munch’s Restaurant.

You can pick up a coloring book of iconic signs around St. Petersburg ($20) or a macrame plant holder from Treasure Island-based Knotted Roots. There are bottles of St. Pete Ferments kombucha in a mini fridge.

The couple is hoping to stock more local food and drink soon. It’s what they love — and what sells.

“It doesn’t matter where you’re from. If you’re born here, if you weren’t, if you’re older or younger,” Schneider said. “It just appeals across to all, and I think it’s a really nice way to connect with all kinds of people.”

5801 Print House, at 5725 Central Ave. in St. Petersburg, is open noon to 6 p.m. Thursday through Tuesday. Follow instagram.com/5801print or visit 5801print.com for more information.

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