Location
For years people have appreciated Jurmala's positive influence on physical and spiritual health. This is why the resort created here gained such popularity.
A resort in every way
AVENUE 34 is near places that allow you to feel the resort in your smallest cells. This is a great fortune, if one can live in harmony with oneself and nature. You can capture this here and now:
Absolute peace and fortifying energy
The sea, with healing powers, ionized sea air and pine forest air rich in phytocides, quartz sand on the beach.
Entertainment full of happiness
A landscaped forest park, which invites everyone to many pleasant hours enjoying ice cream, roller blading, or enjoying the antics of children in a safe and attractive playground. Joma Street, which has shops and delicious cafes every step of the way. Dzintari Concert Hall – the location of many exclusive concerts and events. Nearby, Ķemeri, where, according to rumour, even a short walk can give a mystical energy charge.
Avenue 34 sources of energy are so various, they allow you to decide for yourself, what you need at any given moment – calm and healing or bright and evanescent.
Jurmala - a wondrous force created by nature
With a little bit of imagination, Jurmala can be imagined as a clear, sun-filled drop of amber – a true treasure created by nature itself: the connection between pines saturated with sun, sea and ethereal healing essences. Just like amber, Jurmala can be felt with all five senses, its miracle power can even be smelled. Not for nothing is it compared to amber, because amber is the source of optimism, faith, spirit and art. It attracts the energy of the sun, while at the same time connecting people to the earth; it strengthens one's energy and vitality.
Newly discovered values
Without doubt, the natural force of Jurmala was valued thousands of years ago, but it only became a location for adventure and excitement at the beginning of the 19th century – the first swimming beaches began to be created in Dubulti. Soon the Jurmala neighbourhood filled with resorts and the vacation homes of aristocrats, where people came from all over the world to find a new vitality.
With an aristocratic scale
The aristocracy itself encouraged the rapid development of Jurmala and the use of its environmental resources. They actively practiced walks along the beach, physical activity in the open air, bathing in sea water. The part of Jurmala called Dzintari – then Edinburgh, so named after the Edinburgh prince, who had married the daughter of Tsar Alexander II – was often visited by aristocrats and enjoyed its healing atmosphere. And prominent people are not a rarity here then or now.
Aristocrats, convinced about the location's fantastic aura and becoming nearly addicted to this region's social life, built resort homes. For this reason, the architecture in Jurmala is one of its trump cards – here in harmony side-by-side abide examples of classicism, historicism, Jugendstil, national romanticism, and functionalism. More than 414 buildings are included in the national list of architectural monuments, but a total of more than 4000 buildings are considered historical structures.
To take the best, to create the most suitable
Even during the days of the Latvian SSR, Jurmala was one of the most popular and most appreciated resorts, which means that real values are not limited by time, nationality or political leanings. After the Republic of Latvia was founded Jurmala can still offer the same wonderful feelings as centuries ago. Still, over time, a city changes, to become more understandable and closer to modern people.
