Last month, I attended NAHB’s midyear meeting in Miami and had the pleasure of sitting in on a presentation by Daniel Swift, president and CEO of Des Moines-based architecture group BSB Design.
2009 National Sales and Marketing Award: Ritz-Carlton Residences Inner Harbor, Baltimore
A profile of 2009 National Sales and Marketing Gold Award Winner Ritz-Carlton Residences Inner Harbor, Baltimore.
Living at the Ritz
Ritz-Carlton Residences Inner Harbor, Baltimore / Best Design for an Attached Community/Best Landscape Design
Builder: RXR Realty, Uniondale, N.Y.
Architect: Nichols, Brosch, Sandoval & Associates, Coral Gables, Fla.; Mark Thomas & Associates, Baltimore
Landscape designer: Stone Hill Design Associates, Baltimore
Ad agency: Weinberg Harris & Associates, Baltimore
Number of units: 191
Price range per unit: $898,000 to $5 million
Square footage of unit: 2,500
Photo credit: Fred Forbes Photogroupe
When you hear the name Ritz-Carlton you probably think five-star hotel, not luxury condominium. But that's set to change. The Residences of Ritz-Carlton offer the services and amenities patrons have come to expect, but with the bonus of ownership. Plans are under way for Residences in cities like Los Angeles, Chicago, Miami and Toronto. But the first to open is in Baltimore.
"We are unique," says Gabe Pasquale, marketing director for developer RexCorp Realty. "This specific property was [Ritz-Carlton's] first exclusive residence-only, non-hotel condominium."
The Ritz-Carlton Residences at Inner Harbor are positioned to offer a high level of service and lifestyle to lure affluent young professionals and empty nesters back into the city.
"We have a larger square footage per unit than would be typically found for sale in the Inner Harbor to distinguish ourselves," Pasquale says. "We have homes that are in excess of 3,000 square feet — mid-rise mansions."
The use of historic red brick reflect what Pasquale describes as the Capital architectural style — what you see in the historic buildings of Washington, D.C., and throughout Baltimore.
Landscaping for the community also scored gold.
"In addition to absolutely spectacular landscaped, finely manicured outdoor spaces, it's impacting when you have green spaces with water as a backdrop," says Paquale.
Pasquale says 113 homes have been sold to date. The first residents moved in this past September.
He's not saying this target buyer profile is recession proof, but he says that "some of the residents haven't sold their primary homes. They weren't willing to take the hit on their house. They say, 'I want to move on to my lifestyle. It will sell eventually.'"
Intro: The 2009 National Sales and Marketing Award Gold Winners
|Site Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 million|
|Bridgeland, Cypress, Texas | Best Master Planned Community of the Year|
|The Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the Year|
|Ritz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape Design|
|Miraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000|
|Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000|
|Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|The Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|Celebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built Community|
|Giraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage|
|1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print Ads|
|Simonini Builders Corporate Brochure | Best Corporate Brochure|
|MYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000|
|Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White Ad|
|NXT at Windemere by the Lake, Toronto | Best Graphic Continuity|
|Shappell Matchmaker Campaign | Best Internet Marketing Campaign|
|'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad Campaign|
|Additional Gold Award Winners|
|Judges – 2009 National Sales Marketing Award|