ACTIVE-ADULT COMMUNITY A PARROTHEAD’S PARADISE
Florida’s Latitude Margaritaville development designed with Buffett fans in mind
For Don and Susan Veatch, Margaritaville is more than just a state of mind.
Acting like “Parrotheads” — the chilled-out, Hawaiian-shirt-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, singersongwriter Jimmy Buffett.
But they weren’t lining 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.
“A usual daily routine for me is rising around 6 a.m.,” he adds. “I find it the best time to work, be it creative projects or business projects; but it’s one or the other. It’s too distracting to try and skip around. I’ll finish up around 9 a.m. and then get some kind of exercise, preferably outside. It all depends on the weather. Before whatever I do, be it paddling, surfing, swimming, biking or playing tennis, stretching is absolutely a requirement at my age. That gets me to lunch and a nap. After napping seems to be a good time for me to catch up on calls and emails.”
That lifestyle is just what Latitudes buyers hope to replicate — at least the outdoor activity and the napping.
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,” said John Cohlan, chief executive of Margaritaville and Buffett’s longtime business partner. “We think of Latitude Margaritaville a bit like going back to summer camp — where old friends, new friends, family, numerous activities, state-of-the-art 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.
“We asked them a lot of questions about a broad range of preferences, and they indicated they preferred a place with a focus on ‘55 and better,’ ” 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.
“We expect many of the buyers to be Parrotheads, but we’ve seen that all buyers share a passion for the Margaritaville lifestyle of fun and relaxation,” Cohlan said.
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 new-home 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,” said Susan Veatch. “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 health-care provider Halifax Health, which will have an on-site professional for checkups and health education.
Latitude Margaritaville is about 10 miles (16 kilometres) from Daytona Beach. The community will have shuttle bus service for residents and their guests to a private beach club that will offer 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.
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-and-crafts 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 US$194 to US$223 in 2018. They will rise when the community is complete to between US$260 and US$289. The fees include access to all amenities as well as yard maintenance for all homes.
Buyers can choose between 15 floor plans, including the Caribbean collection villas, priced from US$235,990 to US$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.
The Beach collection single-family houses, priced from US$277,990 to US$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 twocar garage.
And The Island collection homes, priced from US$331,990 to US$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.