Talk to Craig Sher and Will Conroy for just a few minutes and it becomes clear that they value three things: Family, St. Petersburg and Bruce Springsteen and the E Street Band.

Family first. Sher, the former CEO and Executive Chairman of Sembler Co., one of the most recognized retail developers in the Southeastern U.S., is Conroy’s father-in-law. Both men describe their family as “tightly knit” and say they try to involve its members in their business dealings when possible.

St. Petersburg is not only the home base of Sher’s former employer, the city also is one of three where Conroy’s law firm — Johnson, Pope, Bokor, Ruppel & Burns — maintains an office. In all, Sher has been involved in real estate projects there for more than four decades.

Together, they also will participate in one of the most highly anticipated mixed-use developments in recent city history beginning next year.

“We have a tremendous love and appreciation for St. Petersburg,” Sher says. “It’s really a jewel in Florida and the United States.” Read full story here.