Trump Hollywood may struggle in sleepy beach town

Miami /
Aug.August 24, 2009 11:14 AM

Trump Hollywood officially opened its doors on Friday with all the fanfare that usually accompanies a grand opening bearing the Donald’s surname.

Developed by the Related Group, the $355 million, 40-story luxury tower faces the Atlantic Ocean with a glass facade, beachfront pool deck, library, private dining room, club room, screening room and a list of other amenities.

Related Group CEO Jorge Perez and Donald Trump Jr. were on hand to host a luncheon and tour of the property, which includes a 4,000-square-foot spa and fitness center, yoga studio and treatment rooms, a wine cellar, cigar room and sunrise bistro. 

It was not an event that reflected tough times. The grand lobby was the site of a five-star meal. After lunch, guests were treated to mini-massages and antioxidant shots in the spa before heading to the wine cellar for a tasting. The tour ended with a preview of the 3,000-square-foot, $2.4 million model residence.

“Trump always does grand opening and publicity to the max. So this type of extravagant event is not surprising,” said Jack McCabe, principal of McCabe Research & Consulting in Deerfield Beach. “Trump holds the grandest of grand openings to attract the high-dollar potential investors and buyers.”

Trump Hollywood has 200 units ranging in price from $1.3 to $7 million, accessible by private elevator. Floor plans include 2- and 3-bedroom layouts and “sky residences” with up to five bedrooms and six and a half baths. The question is, will anyone pay that much to live on Hollywood Beach?

Hollywood is a quiet town of less than 140,000. Before the Westin built its Diplomat Resort & Spa there, Hollywood Beach was known as a retirement village. The Diplomat spurred some activity, but Hollywood still lacks the restaurant and retail buzz of an upscale Bal Harbour, Aventura or Miami Beach.

As McCabe sees it, Hollywood is still at the beginning of a renaissance, and multimillion-dollar condo units seem out of place on a strip of beach characterized by aged condo conversions, apartments and motels. Even though Westin is building the Diplomat Residences a stone’s throw away, these two properties are the exception rather than the rule in a city that attracts Canadian tourists in the winter.

“Trump has always claimed adding his name to a project through a licensing fee or an equity partnership…added 20 to 50 percent more value,” McCabe said. “Yet we have five projects with Trump’s name on them in South Florida right now. You could make the case that market conditions have affected all of them just like other developments. With these prices in this market, there are no guarantees for Trump Hollywood’s success.” 


Related Articles

arrow_forward_ios
From left to right: David Edelstein, Nick Perez, Alex Karakhanian, Scott Sherman and Ben Mandell with the location (Google Maps, Related, Getty)
David Edelstein, Related and partners plan resi project on former RedSky property in Wynwood
David Edelstein, Related and partners plan resi project on former RedSky property in Wynwood
Jorge Perez and Jon Paul Perez with a rendering of Solemar (Related)
Related scores $91M construction loan for luxury condo tower in Pompano Beach
Related scores $91M construction loan for luxury condo tower in Pompano Beach
Jorge and Darlene Pérez with the home (Compass, Getty)
Billionaire developer Jorge Pérez sells Coconut Grove mansion for $33M, donates proceeds
Billionaire developer Jorge Pérez sells Coconut Grove mansion for $33M, donates proceeds
Related's Jorge and Jon Paul Perez Carlton, Two Roads' Reid Boren and Taylor Collins with Carlton Terrace at 10245 Collins Avenue (Related, Two Roads, Google Maps)
Related and Two Roads to pay about $130M for the oceanfront Carlton Terrace condo building in Bal Harbour
Related and Two Roads to pay about $130M for the oceanfront Carlton Terrace condo building in Bal Harbour
Related Group's Jon Paul Perez and Jorge Perez with the New River Yacht Club apartments (Related)
Related Group sells downtown Fort Lauderdale apartments for $85M
Related Group sells downtown Fort Lauderdale apartments for $85M
Related Group scores $84M construction loan for Fort Lauderdale apartment tower
Related Group scores $84M construction loan for Fort Lauderdale apartment tower
Related Group scores $84M construction loan for Fort Lauderdale apartment tower
Five bidders vie to redevelop Homestead’s old city hall site
Bidders vie to redevelop Homestead’s old city hall site
Bidders vie to redevelop Homestead’s old city hall site
Black Lion CEO Robert Rivani with SLS Lux Brickell (LinkedIn via Rivani, Facebook via SLS Lux Brickell)
Black Lion buys SLS Lux Brickell retail condo for $14M
Black Lion buys SLS Lux Brickell retail condo for $14M
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...