“Wastin' away again in MargaritavilleSearchin' for my long lost shaker of salt …”
When that catchy stanza first charmed radio listeners back in early 1977, no one could have predicted the vast cultural impact Margaritaville would have decades later.
Today, the lifestyle inspires tens of thousands of consumers everywhere to escape to a Margaritaville:
- 55 and better community
- Luxury condominium
- Cottage
- Hotel and resort
- All-inclusive destination
- Timeshare
- RV and outdoor resort
- Rental home
- Cruise ship
All told, nearly three dozen branded resort-style communities are active across the U.S., Mexico, and the Caribbean. From an overnight stay to a forever home, the allure of the Margaritaville experience has morphed into real estate magic. Not bad for a multi-billion-dollar property development brand some may have viewed as a passing phenomenon 26 years ago.
Today Margaritaville has raced past uncertainty. So much so, the constellation of properties is known as Margaritaville Communities, a recognition of the brand’s allure across property types, consumer interests, demographics, and locations.
Just the Beginning
“We’re just getting started with Margaritaville Communities,” says Jim Wiseman, Margaritaville’s President of Development, in explaining the company’s aggressive expansion beyond active adult communities.
It may be unfair to attribute the rise of Margaritaville Communities solely to a beloved song and charismatic singer/songwriter/entrepreneur, though it certainly represents that. Wiseman cites at least five factors that contribute to Margaritaville Communities’ growing resort-style appeal:
1. Respect the Dream. “A Margaritaville state of mind has been in the culture for 45 years,” observes the veteran property developer. “It’s a real, authentic lifestyle. It’s sticky. We didn’t have to invent a brand. It was already baked into the culture.”
2. Think Community. When Margaritaville opened the first of their four residential communities in Daytona, Fla., the word spread quickly to potential home buyers. “It was like getting a ticket to a rock concert. Hundreds of people camped out the night before lots became available, waiting in line,” remembers Wiseman. The developer immediately distributed free pizza for the would-be residents and arranged for a local band to entertain waiting customers.
3. Embrace Innovation. Wiseman says residential construction hasn’t changed all that much since the 1950s. Margaritaville Communities has a pilot program underway in Pine Island, Fla. using modular construction built to withstand hurricanes and solar energy systems plugged into backup power in case of extreme weather.
4. “Do They Get It?” Identifying development partners that are truly committed to the Margaritaville spirit is now a refined skill set for Wiseman’s small, nimble and veteran team. “It’s more than slapping up a Margaritaville sign,” cautions Wiseman. “Is the potential development partner engaged? Do they want to do it right? It’s a feeling that’s there … or isn’t.”
5. Margaritaville Everywhere. Wiseman foresees their portfolio expanding broadly to go beyond current holdings into new segments like multifamily, affordable housing, luxury housing, and more focus on lock-and-leave mobility. Why not Margaritaville Communities in Minneapolis? “We see ourselves representing broad regional appeal,” Wiseman says.
Speaking with a consistent brand voice that rises above marketing white noise is difficult for most businesses. To have it succeed at the scale of Margaritaville Communities offers lessons nearly any developer and builder can profit from.
Learn more about how Margaritaville Communities is helping transform the concept of resort-style living.
