Kitty Green,

1
Smart Development in Fringe
Locations Kitty Green Vice
President/General Manager
Kitty Green, Vice President/General Manager
2

• Southwest Florida Based
• Family-Owned
• 6 Active Communities
• 8,500 Residential Units
• 16 Golf Courses

3
Second Home Market Location Drivers

• Weather
• Airport
• Beach/water/natural amenities
• Shopping/Restaurants

4
Southwest Florida Growth
5
Area Map of Southwest Florida
6
Verandah Northeast Lee County
7
The Nature of Verandah
8
Community Components

• 1,500 acres
• 1,500 units
• 160,000 sq. ft. commercial
• 2 golf courses
• River Village

9
Issues to Overcome

• Lack of shopping
• Area reputation, appearance
• Lack of Naples Caché

10
Strategy

• Get Publix
• Bought deep-water marina
• Control commercial
• Community involvement

11
Positioning

• Authentic, Real Florida (anti-Naples)
  
• Capitalize on natural character
• Priced 20 below competition to
• the south
• Capitalize on The Bonita Bay
• Group brand strength

12
The Golf House and Oak Park
13
The Boat House
14
Nature Trails
15
Lessons Learned

• Out of town buyers have less bias
• Brand is gold
• Capitalize on value added to area
• Start sooner with acquisitions
• and permitting