Profile: Destined by design to become one of America's great residential country clubs, The Concession is an extraordinary private community situated on a vast tract of rare virgin land that has never been logged or settled. The 1,200-acre residential reserve will be a complement to the The Concession Golf Club and its unique golf course, which covers more than 520 acres and has no residences along the fairways.

Product: 236 custom estate homes on half- to two-acre sites and maintenance-free villas in their own gated enclave within the community

Pricing: Homesites from $1 million, custom homes from $2 million

Amenities: The showcase amenity is a Jack Nicklaus Signature Golf Course designed in association with Tony Jacklin, inspired by "the concession" Nicklaus made to Jacklin on the final hole of the 1969 Ryder Cup. Other amenities include the golf clubhouse with a 23-acre practice area; sports clubhouse with resort-style pool; fitness and spa facilities; Har-Tru^® tennis courts; and 55-foot motor yacht berthed in Sarasota, for exclusive use by members.

Unique Challenges: Heavy competition exists for the dwindling golf lifestyle market, and the price point of The Concession is quite high relative to similar homes in golf communities. The Concession has a non-destination Florida location (unlike Orlando, Palm Beach, etc.) with no existing model available to help convert prospects. This created the necessity of a nationwide targeting of wealthy, avid golf purists for whom the unique golf course and its provenance represent added perceived value.