Spectrum Skanska sold million-dollar homes on New York's Long Island Sound by showcasing its Gold Coast history and shoreline.

By R.E. Blake Evans

On the shores of Long Island Sound lies the Legend Yacht & Beach Club, a new move-up/move-down community by Spectrum Skanska. Sequestered on the land of the once-grand Pembroke Estate in Glen Cove, Spectrum created a fast sell-out success.

With its easy water commute to Manhattan, the old estate property was an enticing location for Spectrum Skanska. The timing of the offering and location was a stroke of luck, says Gabe Pasquale, marketing director of the 48-unit enclave. "You can't find waterfront sites anymore and having some history makes it even more of a gem."

Built in 1914 by Captain De Lama, a wealthy gold and silver prospector, the Pembroke estate--a neo-classical showpiece with 60,000 square feet and 82 rooms--was one of the largest mansions ever constructed on the North Shore.

To market the Nassau County community, Spectrum Skanska created a "Celebrating Gold Coast Living" brochure, which trumpets the past while showcasing the promise of new homes and lifestyle. "We wanted to blend the history of the Gold Coast, and the site," says Pasquale.

The brochure copy tells the story of luxurious living along the Sound and of the hey days of Pembroke.

Campaign details

Program: Brochure; Builder: Spectrum Skanska, Vahalla, N.Y.; Project: Legend Yacht & Beach Club, Glen Cove, N.Y.; Price: $1,159,000 and up; Size: 2,900 to 4,475 square feet; Density: 48 single-family units; Budget: $13.20 each for 5,000 brochures, totaling $66,000; Agency: The Point Group, Dallas; Sales: Sold out in 20 months