Innovation That Matters

Beach holiday | Photo source Nikos Zacharoulis on Unsplash

Jimmy Buffett builds communities for aging baby boomers

Work & Lifestyle

An estimated 70 million seniors in the US will need assisted living communities over the next several years

Spotted: US singer Jimmy Buffett is creating a community for baby boomers who take his “life’s a beach” philosophy to heart. Buffett is leveraging his (ageing) fan base to sell housing in a venture between Buffett’s Margaritaville Holdings and Minto Communities. The Latitude Margaritaville developments cater to the over 70 million ageing US baby boomers.

His team calls it the “summer camp” version of retired living. There are nightly outdoor concerts, a full roster of activities, and a cool Jimmy Buffett vibe. There’s no golf, though residents can get around on golf carts. Offerings include tongue-in-cheek references to his biggest hits, like a “Cheeseburger in Paradise” at the onsite cafes. It appears to be a winning concept. More than 225 homes in one Latitude Margaritaville community were sold before the model homes opened.

The developments, currently available in Florida and South Carolina, play off the good-time vibe of Buffet’s greatest hits. Homes are comfortably upper middle class: the basic model starts at just over €180,000 ($200,000).

Latitude Margaritaville is not all fun and games. The community partners with Halifax Health, which will provide medical services such as checkups and health education onsite.



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