Margaritaville a paradise for Parrotheads
Jimmy Buffet-branded housing brings people aged 55-plus together
For Don and Susan Veatch, Margaritaville is more than just a state of mind.
Acting like “Parrotheads” — the chilled-out, Hawaiianshirt-wearing fan nation equivalent to Deadheads — the couple, 62 and 60, respectively, had camped out so they could be first in line for the object of their devotion, singer-songwriter Jimmy Buffett.
But they weren’t queuing up for concert tickets or his latest CD. They were waiting for sales to open at the Buffett-branded Latitude Margaritaville development here for people 55 and older.
“It was like a big party, with a band playing and free pizza for everyone in line,” Susan Veatch said.
In this pastel paradise, Key West-inspired houses are being built along streets linked to lyrics of Buffett’s 1977 hit “Margaritaville.”
Once it opens, you can live on Flip Flop Court, Coral Reef Way or St. Somewhere Drive. You can take your dog to the Barkaritaville pet spa; work out in the Fins Up! Fitness Center or the Paradise Pool; take classes or do a little work at the Workin’ and Playin’ Center; see shows at the Last Mango Theater; or dance at a nightly outdoor concert at the band shell in the Latitude Town Square.
And, yes, you can get a Cheeseburger in Paradise at the Latitude Bar & Chill restaurant and a margarita at the poolside Changes in Attitude bar.
Although Latitude Margaritaville sounds 100-per-cent laid back, Buffett himself is clearly driven. In addition to his empire of resort hotels and array of products to sell, Buffett’s first Broadway musical is opening, along with two of a possible chain of active-adult communities this year. And, oh yes, the 71-year-old musician is going on tour with his band.
“To quote a line from a song I wrote with Mac MacAnally, ‘These days I am up about the time I used to go to bed,’ ” Buffett said in an email. “Well, that could be a little exaggerated, but that is what writers do. I have always been an early riser, and even more so these days.”
That lifestyle is just what Latitudes buyers hope to replicate — at least the outdoor activity and the napping.
You might think that with a business that brings in $1.5 billion annually, Buffett would have an MBA. But his MBA was earned organically throughout his career as a musician.
When asked whether he expected to become a business mogul back in his early days as a musician, Buffett says, “Absolutely not! I just wanted to run the band. I did not want to be a part of a band. Looking back now, that was probably the best business decision I have ever made.”
Now, Buffett’s bigger than a bandleader. Margaritavillebranded items range from rafts and blenders to Margaritaville resorts, vacation clubs and vacation rentals, said John Cohlan, chief executive of Margaritaville and Buffett’s longtime business partner.
Buffett built his business on the foundation of live performance. That’s just one element of Latitude Margaritaville that makes it unusual for an activeadult community: Live music shows will be scheduled five to seven nights a week.
“It was important to me to be in charge of my own destiny, not give it away, like a lot of people do,” Buffett said.
The Margaritaville brand, while based on fun and frivolity, is serious business.
“As things started getting bigger, it became apparent that I could not deal with the increased workload alone,” Buffett said. “I think that is when I learned to delegate authority, like any good ship captain has to do.”
The decision to expand the Margaritaville brand into active-adult communities seems like a natural fit, particularly because Buffett’s fans tend to be aging baby boomers who have followed his career for decades.
“Latitude Margaritaville seemed like such an obvious idea to us,” Cohlan said. “What better place to enjoy the ‘back nine’ of life than Margaritaville. We think of Latitude Margaritaville a bit like going back to summer camp — where old friends, new friends, family, numerous activities, state-of-theart amenities, quality food and beverages, and great music come together. Simply put, it’s fun.”
More than 100,000 people have already expressed an interest in buying a home at Latitude Margaritaville, asking for updates on the development or requesting information, Cohlan said.
More than 225 of the homes at the Daytona Beach community sold within two months after sales began and before models were open. When completed a decade from now, the community will have about 7,000 homes.
Although they don’t consider themselves rabid fans, the Veatches enjoy Buffett’s music. The couple live nearby in Ormond Beach. About half of the buyers at Latitude Margaritaville so far plan to live there full time; the other half will use their residence as a vacation home until they are ready to retire there, said Sy Wolf, a newhome sales professional at Latitude Margaritaville.
The Margaritaville Corp.’s development partner for Latitude Margaritaville is Minto Communities USA, a Florida-based developer in business for 40 years. The developer’s first foray outside of Florida is the Latitude Margaritaville Hilton Head, where a sales office recently opened.
“We were looking to downsize from a bigger house and when we saw a sign for Latitude Margaritaville we checked out other homes built by Minto Communities,” Susan Veatch said. “We love the quality of the houses, but even more important, we like it that all the amenities will be included in our homeowner’s dues. They’ll even take care of our yard.”
Homeowners will be able to use golf carts to get around the community, another feature Veatch appreciates, along with the partnership with Halifax Health, which will have an onsite professional for health checkups and health education.
Despite the “life’s a beach” atmosphere at Latitude Margaritaville, the community is about 16 kilometres from Daytona Beach. The community will have shuttle bus service for residents and their guests to a private beach club that will have a swimming pool, beach umbrellas and chairs, cabanas, shaded areas where residents can picnic, and restrooms. The beach itself is open to the public, but access to the club is private.
Latitude Margaritaville is just off Interstates 95 and 4 for easy access to Orlando and St. Augustine. In addition, the community is five kilometres from two hospitals and a VA outpatient centre.
On-site amenities at Latitude Margaritaville will include a fitness centre with an indoor lap pool and whirlpool spa; a community centre with a workshop, pet spa, business centre, meeting rooms and arts-andcrafts rooms; a pool with cabanas, lawn games and Tiki huts; a restaurant with indoor and outdoor dining; a theatre with a stage and banquet hall; plus the town square with its band shell. The first phase of the town square is expected to open by the end of this year. The development will also have walking trails and pickleball, bocce ball and tennis courts.
Monthly homeowner association fees range from $194 to $223 in 2018. They will rise when the community is complete to between $260 and $289. The fees include access to all amenities as well as yard maintenance for all homes.
The community doesn’t have a golf course, but the LPGA International Golf Course is across the street from the development, and 18 other courses are nearby.
Eventually, the community will also have a retail site with a grocery store, shops and another restaurant.
Buyers can choose between 15 floor plans, including the Caribbean collection villas, priced from $235,990 to $267,490, which have 1,503 to 1,862 finished square feet. These homes have two bedrooms, two bathrooms, a den or hobby room or both and a two-car garage.
For example, the Barbuda villa, priced from $257,990 to $265,990, includes a great room, a dining area, an open kitchen and a covered lanai off the great room.
The Beach collection singlefamily houses, priced from $277,990 to $306,990, have 1,684 to 2,110 finished square feet. These homes each have two or three bedrooms, three bathrooms, a den and a two-car garage.
For example, the Coconut model, priced from $277,990 to $286,990, has a centre-island kitchen open to the bay-windowed breakfast room and the great room, which has access to a covered lanai.
The Island collection homes, priced from $331,990 to $358,990, have 2,310 to 2,564 square feet. These homes have two or three bedrooms, three or four bathrooms, a den and a three-car garage.
For example, the Aruba model, priced from $333,990 to $342,990, includes a central great room, an open centre-island kitchen, a dining area, a covered lanai, a laundry room and a powder room.
Buyers can choose from eight colour schemes, including pastels and tropical colours. Standard features include ninefoot-high ceilings, laminate counters, recessed lighting, ceramic tile flooring in the bathrooms, kitchen and hallway, and carpet in the bedrooms and den. Active-adult communities are known for keeping residents busy, but the music and dancing at Latitude Margaritaville is expected to keep everyone pretty happy, too.
“Jimmy shares the excitement of our future residents,” Cohlan said, “so you never know when he may pop in to say hello and play a song or two.”