James Morrow | General Manager
James was raised in North Carolina and came to Florida while finishing his fifth year of active duty with the Air Force. Shortly after completing his service, he went to work with Abbot Resorts in Destin, FL. Two years later James was managing his first restaurant, The Veranda, a fine dining establishment on the Gulf of Mexico. It was at that time James’ passion for food, wine, and cigars was born.

In 1999, James came to Jacksonville to open Harbor Cigars, an upscale cigar retail store located in Ponte Vedra Beach. At that time, it was the largest cigar retail store in NE Florida. His soft spoken and intuitive management style helped foster great customer relationships, which in turn helped him operate a successful business for four years. James not only turned it into a profitable business venture but an industry leader as well.

His passion for food and wine continued to grow and lead him in 2003 James to co-found Aromas, Jacksonville’s first cigar, wine, and martini bar. He was the Managing Partner and Director of Operations for both Jacksonville locations until its sale in 2010. Aromas allowed James to bring together all his favorite passions: wine, food, and cigars. Even more importantly, it allowed him to share his passions with guests who enjoyed the same. It was this philosophy that eventually brought James to Eleven South. His passion for food and wine in combination with Eleven South’s very passionate food & wine loving clientele is a perfect match. As our General Manager, James is an integral part of our team at Eleven South Bistro.

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