Vilano Beach STR Market Report 2026: $63,182, and Why It's Not St.
Updated: Aug 27
Vilano Beach, an unincorporated community in St. Johns County, Florida, east of the Intracoastal Waterway, shows a confirmed typical year of $63,182 across 161 listings, based on the AirROI extract covering August 2025 through July 2026 - with ADR at $492, occupancy at 40.0 percent, and RevPAR at $199.
This figure is genuinely specific to Vilano Beach and shouldn't be blended with neighboring St. Augustine Beach's own confirmed $41,633 across 42 listings, nor with the much larger City of St. Augustine's blended $36,982 figure across 1,745 listings - three genuinely separate markets sharing a general geographic area but not a dataset.
This is not legal advice. It's a practical market report for a Vilano Beach host, buyer, or lender: the confirmed revenue and occupancy figures, the actual peak-3 and hole months, county-level registration requirements, and why the nearby historic district's tourism appeal shouldn't be confused with this specific market's own confirmed data.
It also walks through how Vilano's own trend line compares to its two labeled neighbors, so a host or buyer evaluating this specific stretch of St. Johns County has a genuinely complete, correctly separated picture rather than a single blended regional impression.
The Confirmed Vilano Beach Typical Year: $63,182 on 161 Listings
Vilano Beach's own confirmed typical year is $63,182, based on a sample of 161 active listings - a solid, specific dataset that gives this figure real statistical grounding, distinct from either of its two labeled neighbors.
ADR sits at $492, occupancy at 40.0 percent, and RevPAR at $199 - figures consistent with a beach community drawing relatively high-value, moderate-length stays rather than high-turnover budget bookings.
This 161-listing sample size is itself a meaningful, specific data point that shouldn't be confused with St. Augustine Beach's considerably smaller 42-listing sample, or with the City of St. Augustine's much larger but differently structured 1,745-listing sample.
The practical rule: cite $63,182 as Vilano Beach's own confirmed typical year, sourced from its own 161-listing sample, and never substitute a neighboring jurisdiction's figure for it.
Depth 1 on fact 1 for Vilano Beach, FL: Typical year $63,182 on 161 listings (Aug 2025-Jul 2026); ADR $492; occupancy 40.0 percent; RevPAR $199.
Vilano Sits in Unincorporated St. Johns County - A Distinct Regulatory Position
Vilano Beach is unincorporated, sitting within St. Johns County rather than within an incorporated city limit, meaning short-term rental registration here runs through county government rather than a town or city desk.
St. Johns County Code Enforcement, reachable at (904) 209-0734, handles county short-term rental registration questions specifically for parcels east of the Intracoastal Waterway, where Vilano Beach sits.
This distinction matters directly for compliance: a host in Vilano Beach should confirm registration requirements with the county specifically, rather than assuming a nearby incorporated city's (St. Augustine Beach's or the City of St. Augustine's) rules apply here.
The practical rule: confirm short-term rental registration requirements directly with St. Johns County Code Enforcement at (904) 209-0734, recognizing Vilano Beach's specific unincorporated status east of the Intracoastal.
Depth 2 on fact 1 for Vilano Beach, FL: Typical year $63,182 on 161 listings (Aug 2025-Jul 2026); ADR $492; occupancy 40.0 percent; RevPAR $199.
St. Augustine Beach's $41,633 Is a Separate City's Confirmed Figure
St. Augustine Beach, an incorporated city on the same barrier island south of Vilano, shows its own confirmed typical year of $41,633 across 42 listings - a genuinely different, smaller figure reflecting a genuinely separate market.
St. Augustine Beach's own confirmed ADR ($380), occupancy (42.8 percent), and RevPAR ($174) all differ from Vilano's own figures - real, useful data specific to that city, but not a substitute for Vilano's own $63,182 typical year.
Notably, St. Augustine Beach's confirmed hole is January, while Vilano's confirmed hole is October - a genuinely different seasonal pattern between these two adjacent barrier-island communities, worth keeping straight rather than assuming a shared calendar.
The practical rule: cite St. Augustine Beach's $41,633 typical year only as clearly labeled, separate context about a genuinely different incorporated city - never blended into Vilano's own $63,182 figure.
Depth 3 on fact 1 for Vilano Beach, FL: Typical year $63,182 on 161 listings (Aug 2025-Jul 2026); ADR $492; occupancy 40.0 percent; RevPAR $199.
The City of St. Augustine's $36,982 Is a Different Kind of Blend Entirely
The City of St. Augustine, the historic city itself (home to the Castillo de San Marcos and the broader historic district), shows a blended figure of $36,982 across a much larger sample of 1,745 listings - a figure reflecting an entirely different, considerably larger, and more heterogeneous market.
This considerably larger sample size reflects the historic city's much larger overall listing stock, spanning many different neighborhoods and property types within city limits - a fundamentally different market structure from Vilano's smaller, more homogeneous beach-community sample.
A listing or buyer memo that treats Vilano Beach as effectively part of "greater St. Augustine" and cites this blended $36,982 figure is conflating a specific, smaller beach community with an entirely different and much larger historic-city market.
The practical rule: never cite the City of St. Augustine's blended $36,982 figure for a Vilano Beach property - it reflects an entirely different market structure and geography, connected only by regional proximity.
Peak-3 Is March, April, and June - Confirm This Applies to the Right Address
Vilano Beach's confirmed peak-3 is March, April, and June, with March as the single strongest month - notably, St. Augustine Beach shares this same peak-3 pattern, one of the few points where the two markets' confirmed seasonal data actually aligns.
Despite this shared peak-3, the two markets' confirmed holes diverge (October for Vilano, January for St. Augustine Beach) - a reminder that even genuinely overlapping peak seasons don't mean two markets should be treated as interchangeable for pricing purposes.
A host should price March, April, and June at peak strength specifically based on Vilano's own confirmed data, while recognizing this pattern happens to be shared with the neighboring city rather than assuming it transfers automatically.
The practical rule: price March, April, and June at peak strength for a Vilano Beach property, understanding this reflects Vilano's own confirmed data even though the pattern happens to match St. Augustine Beach's separately confirmed peak-3.
October Is the Confirmed Hole - Not a Historic-District Leftover
October stands as Vilano Beach's confirmed softest revenue month, with January and September joining it in a broader confirmed low stretch - a specific, named finding worth pricing around honestly rather than covering with an minted discount figure.
This shouldn't be explained away by assuming historic-district tourism (which continues across the Usina Bridge in St. Augustine) somehow offsets Vilano's own confirmed softness - the historic district's tourism activity is a separate market phenomenon from Vilano's own occupancy data.
80 of Vilano's 161 listings (49.7 percent) set a 30-plus-night minimum - the most common minimum-stay setting here, worth noting as a real strategy, but not itself evidence that the confirmed October hole is quietly filled by longer stays.
The practical rule: price October, January, and September as the confirmed low-stretch months without minting a specific discount figure, and don't assume historic-district tourism activity offsets Vilano's own separately confirmed seasonal softness.
Year-Over-Year Decline and Meaningful Supply Growth
Vilano Beach shows revenue down 10.5 percent year over year, alongside a 20.1 percent increase in supply - a combination suggesting a market absorbing meaningfully more competition while overall demand has softened somewhat.
This is worth comparing carefully to St. Augustine Beach's own considerably more dramatic figures (down 41.0 percent year over year, with supply up a striking 320.0 percent) - a reminder that even geographically close markets can show very different trend severity, and Vilano's own more moderate trend shouldn't be conflated with its neighbor's more dramatic one.
A buyer or lender evaluating a Vilano property should use Vilano's own confirmed, more moderate year-over-year and supply figures, rather than importing St. Augustine Beach's considerably more volatile trend into a Vilano-specific projection.
The practical rule: use Vilano Beach's own confirmed year-over-year decline (10.5 percent) and supply growth (20.1 percent) for realistic expectations, and don't import St. Augustine Beach's considerably more dramatic trend figures into a Vilano projection.
Guest Origin: Jacksonville Drives Both Markets, But Doesn't Define Either
Jacksonville is confirmed as the primary guest origin for Vilano Beach - and, notably, for St. Augustine Beach as well, making this one data point that genuinely is shared between the two nearby markets.
A host shouldn't mint a specific percentage breakdown of Jacksonville-origin guests for either market, since the confirmed data names the origin city without providing an exact share to cite with precision.
This shared origin market is useful for regional marketing targeting (both properties can reasonably speak to a Jacksonville-area drive-market audience), even though the two properties themselves remain genuinely separate products with separate revenue figures.
The practical rule: target marketing toward the confirmed Jacksonville-origin drive market for a Vilano Beach property, without minting a specific origin percentage, and recognize this audience overlap doesn't make the two nearby markets' revenue figures interchangeable.
Property Type, Capacity, and the Notably High Superhost Share
Entire-home listings make up 83.9 percent of Vilano's market, with houses specifically at 68.3 percent - a market dominated by standalone properties, though with a somewhat lower entire-home share than St. Augustine Beach's confirmed 100 percent.
Guest capacity of 8 or more appears in 42.2 percent of Vilano listings, alongside a notably high superhost share of 75.2 percent - a strong majority of experienced, well-reviewed hosts, a genuinely competitive bar for a new host entering this market.
Professionally managed listings account for 23.0 percent of the sample, with Wren (9 listings) and Elite (7 listings) as the two largest named managers - considerably lower professional management penetration than St. Augustine Beach's confirmed 57.1 percent.
The practical rule: use Vilano's own confirmed property mix (83.9 percent entire-home, 75.2 percent superhost, 23.0 percent professionally managed) as market context, recognizing the notably high superhost share as a genuine competitive bar for new listings, and plan a realistic ramp-up period before expecting to match established review counts and pricing power.
Confirming Tax and Registration Requirements With the Correct County Desk
St. Johns County's Tourist Development Tax sits at 5 percent, collected through the Tax Collector's office, reachable at (904) 209-2250 - a standing compliance requirement for any short-term rental in Vilano Beach.
This tax obligation runs alongside, but separately from, the county short-term rental registration process itself, handled through Code Enforcement at (904) 209-0734 - a host should confirm both requirements directly rather than assuming one covers the other.
Because Vilano sits in unincorporated county territory rather than within an incorporated city, a host shouldn't assume either St. Augustine Beach's or the City of St. Augustine's own city-specific rules and registration processes apply here.
The practical rule: confirm St. Johns County's Tourist Development Tax requirements with the Tax Collector at (904) 209-2250, and separately confirm county short-term rental registration with Code Enforcement at (904) 209-0734, treating both as standing annual obligations rather than a one-time setup task.
The Pier, the Usina Bridge, and Vilano Beach Town Center - Not Castillo Copy
Guests searching specifically for Vilano Beach are typically picturing the pier, the drive in across the Usina Bridge, and the small Vilano Beach Town Center - not the historic Castillo de San Marcos or the broader historic district across the bridge in St. Augustine proper.
A listing that leads with Castillo or historic-district imagery, when the property actually sits in Vilano Beach, risks setting an inaccurate expectation about walkability and proximity to that historic content, which sits across the Usina Bridge rather than within Vilano itself.
Featuring the historic district as a legitimate day-trip option (a short drive across the bridge) is honest and useful; presenting it as if it were part of the immediate Vilano Beach experience isn't.
The practical rule: lead Vilano Beach marketing with the pier, the Usina Bridge crossing, and Vilano Beach Town Center specifically, featuring the historic district only as a clearly separate, short-drive day-trip option.
Stay Length and Lead Time: A Short Stay Booked Well in Advance
Vilano Beach's confirmed average stay length is 4.2 nights, paired with a notably long 93-day average lead time - a combination suggesting guests plan a shorter getaway considerably far in advance, distinct from either a last-minute weekend booker or a week-long vacationer.
This is a meaningfully longer lead time than St. Augustine Beach's own confirmed 60-day average, and a considerably shorter stay length than that market's own 5.2-night average - together indicating genuinely different guest booking behavior between these two nearby markets.
A host should time marketing pushes for Vilano's confirmed peak-3 (March, April, June) roughly 13 weeks ahead of the target month, using this longer lead time as a scheduling advantage rather than assuming it means something is wrong with shorter-term demand.
The practical rule: budget for a 4.2-night average stay operationally (turnover cadence, cleaning schedule), and time marketing outreach around the confirmed 93-day lead time rather than a shorter window borrowed from a different nearby market.
The 30-Plus-Night Minimum Strategy: Common Here, More Common Next Door
Nearly half of Vilano's listings (49.7 percent) set a 30-plus-night minimum stay - a substantial share, though notably lower than St. Augustine Beach's own confirmed 59.5 percent share of listings doing the same.
This pattern, present in both markets but to different degrees, likely reflects some hosts choosing to target longer-term or remote-work guests rather than the shorter, 4.2-night average stay this market's overall data shows.
A host considering this strategy for a Vilano property should recognize it as a genuine, viable option already used by roughly half the market, while understanding it represents a different guest-targeting choice than the shorter-stay pattern the broader market data reflects.
The practical rule: treat the 30-plus-night minimum as one legitimate strategic option already used by nearly half this market, distinct from - and not a fix for - the confirmed October-January-September low stretch.
What This Report Deliberately Doesn't Claim
This report doesn't cite a specific percentage breakdown of Jacksonville-origin guests, since the confirmed extract names Jacksonville as the origin city for both Vilano and St. Augustine Beach without providing an exact share for either.
It doesn't claim the historic district's tourism activity directly drives or offsets Vilano's own confirmed occupancy pattern - the historic district sits across the Usina Bridge as a genuinely separate visitor destination, not part of this specific market's own booking data.
It doesn't extend Vilano's own confirmed figures to St. Augustine Beach or the City of St. Augustine, each of which maintains its own separate, confirmed (or blended) dataset worth consulting directly for a property located in one of those specific jurisdictions instead.
The practical rule: when writing marketing or underwriting material based on this report, cite only the specific confirmed figures included here, and resist filling in a plausible-sounding but unconfirmed detail to make the copy feel more complete.
Comparing Supply and Demand Trends Across All Three Nearby Markets
Vilano's own confirmed trend (revenue down 10.5 percent, supply up 20.1 percent) sits between two very different neighboring pictures: St. Augustine Beach's considerably more volatile trend (down 41.0 percent revenue, up a striking 320.0 percent in supply), and the City of St. Augustine's much larger, blended market that isn't broken out with the same trend specificity in this sample.
This range of outcomes across three geographically close markets illustrates why proximity alone doesn't predict market behavior - St. Augustine Beach's dramatic 320 percent supply increase suggests a market that experienced a genuinely different growth event than Vilano's own more measured 20.1 percent increase over the same period.
A host or investor comparing opportunities across this stretch of St. Johns County should treat each of these three trend pictures as its own distinct signal, rather than assuming a shared regional trend explains all three markets equally.
The practical rule: evaluate Vilano's own confirmed, more moderate supply and demand trend on its own terms, without assuming St. Augustine Beach's considerably more dramatic trend reflects a shared regional pattern that also applies to Vilano.
Reading This Report Alongside a Vilano-Specific Tourism and Marketing Strategy
This market report's confirmed figures ($63,182 typical year, March-April-June peak-3, October hole) pair naturally with more detailed marketing guidance specific to Vilano Beach's own genuine draws - the pier, the Town Center, and the Usina Bridge crossing.
A companion piece focused specifically on how to market a Vilano Beach stay can go deeper into which specific local landmarks and experiences resonate with the confirmed Jacksonville-origin drive-market guest, building on this report's foundational revenue and seasonal data.
Together, a market report like this one and a marketing-specific companion give a Vilano host or buyer both the financial foundation and the practical guest-facing content strategy needed to operate a well-positioned, honestly marketed listing.
The practical rule: use this report's confirmed figures as the financial and seasonal foundation, then build guest-facing marketing content around Vilano's own specific, real landmarks rather than a borrowed historic-district or neighboring-city narrative.
What a Buyer or Lender Should Verify Before Underwriting a Vilano Property
A buyer or lender evaluating a Vilano Beach property should anchor underwriting to this market's own confirmed $63,182 typical year, factoring in the confirmed 20.1 percent supply growth and 10.5 percent year-over-year decline for realistic projections.
Confirming a property's exact jurisdiction - unincorporated St. Johns County (Vilano Beach) versus the incorporated cities of St. Augustine Beach or St. Augustine - should be an early, non-negotiable step, given how easily these three adjacent markets' figures can be mistakenly blended.
A lender reviewing a pro forma that cites either St. Augustine Beach's $41,633 or the City of St. Augustine's blended $36,982 for a Vilano Beach property should send that packet back for correction, since neither figure represents the actual applicable market.
The practical rule: confirm exact jurisdiction first (unincorporated county versus one of the two incorporated cities), then anchor all revenue projections strictly to Vilano Beach's own confirmed $63,182 typical year, revisiting that anchor whenever a newer AirROI vintage or a county rule change updates the underlying picture.
Related Reading
Related reading for Vilano Beach, FL hosts: same-town spine first, then nearby geo lines. Skip costume national dumps that do not underwrite this driveway.
Frequently Asked Questions
What's the confirmed typical year for a Vilano Beach rental?
$63,182 across 161 listings, with ADR at $492, occupancy at 40.0 percent, and RevPAR at $199. This figure is specific to Vilano Beach and shouldn't be blended with either neighboring St. Augustine Beach or the City of St. Augustine's own separately confirmed figures.
Can I use St. Augustine Beach's or the City of St. Augustine's figures instead?
No. Both are separate, confirmed datasets. Vilano Beach has its own distinct $63,182 typical year based on its own 161-listing sample, and citing a neighboring jurisdiction's figure in a Vilano pro forma or listing description misrepresents the actual market.
What jurisdiction governs Vilano Beach short-term rentals?
St. Johns County. Vilano is unincorporated, east of the Intracoastal Waterway, so county registration applies rather than a city process. St. Johns County Code Enforcement, at (904) 209-0734, handles registration questions specifically for parcels in this area.
What's the confirmed peak-3 for Vilano Beach?
March, April, and June, with March as the strongest month. Vilano shares this same peak-3 with neighboring St. Augustine Beach, one of the few points where the two markets' confirmed seasonal data actually aligns, though their softest months differ.
When is the confirmed hole?
October, with January and September joining it in a broader low stretch. St. Augustine Beach's hole is January instead, a reminder that even a shared peak season doesn't mean two nearby markets track identically.
What's driving the year-over-year revenue decline?
A combination of softer demand and 20.1 percent supply growth, alongside a 10.5 percent year-over-year revenue decline. That's notably less dramatic than St. Augustine Beach's own trend of a 41.0 percent revenue decline paired with 320.0 percent supply growth over the same period.
Where do most Vilano Beach guests come from?
Jacksonville is the confirmed primary origin city, the same origin confirmed for St. Augustine Beach, though the two remain separate markets with separate revenue figures. No specific percentage breakdown of Jacksonville-origin guests is available to cite for either market.
How common is professional management here?
Professionally managed listings account for 23.0 percent of the Vilano Beach sample, with Wren (9 listings) and Elite (7 listings) as the two largest named managers. That's considerably lower penetration than St. Augustine Beach's confirmed 57.1 percent.
What taxes and registration apply to a Vilano Beach short-term rental?
St. Johns County's Tourist Development Tax sits at 5 percent, collected through the Tax Collector's office at (904) 209-2250. That tax obligation runs alongside, but separately from, county short-term rental registration itself, handled through Code Enforcement at (904) 209-0734 — confirm both directly rather than assuming one covers the other.
Should I feature the Castillo de San Marcos or historic district in my Vilano Beach listing?
Only as a clearly separate day-trip option across the Usina Bridge. Lead marketing with the pier, the Usina Bridge crossing, and the small Vilano Beach Town Center instead — features guests searching specifically for Vilano Beach are actually picturing, rather than imagery from the historic district in St. Augustine proper.
Work with Crest & Cove Creative
A buyer packet that prices a Vilano Beach property off the City of St. Augustine's blended $36,982 figure is citing a 1,745-listing historic-city dataset for a 161-listing beach community. The two markets don't share a desk.
We help Vilano Beach hosts and buyers underwrite from this market's own confirmed county data instead of a borrowed city figure. Reach out at crestcove.co or (256) 998-7502. Send the live listing draft and the facts you can actually cite.
Reach out at crestcove.co or (256) 998-7502.
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