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A conversation with Jim Spano on Loreto Baja, JW Marriott and the Loreto Visitors Bureau
by Clinton Stark www.starksilvercreek.com
Wednesday, January 7, 2009
I was fortunate to spend some time this week with Jim Spano, the managing partner of Spano Partners Holdings and the Chairman of the recently formed Loreto Visitors Bureau. One of his company’s real estate projects is the JW Marriott Residences Loreto.
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Like a lot of us involved in the region, Jim is optimistic about the prospects about Loreto in the long-term, with a healthy dash of caution in light of the current economy. Over the course of our discussion we covered the newly formed Loreto Visitors Bureau and its mandate, the JW Marriott development, the partnership with Alaska Airlines, and his take on the prospects for Loreto.
The Loreto Visitors Bureau
Late last year Jim and others took a leadership position in their efforts to pull together as many political, financial and industry resources through a consortium, including competitors, to help “level the playing field” in getting Loreto increased visibility. To accomplish this goal, the Loreto Visitors Bureau was created. Jim is the Chairman and the organization meets every few days.
A recent promotion organized by the group involved Alaska Airlines. The second promotion “Twice as Nice at Half the Price” was announced this week (see press release “Loreto, Baja Sur, Mexico: Twice as Nice at Half the Price) with aggressive price incentives that helps would-be visitors extend their vacation dollar. Information on participating restaurants is forthcoming and will be announced by a major media outlet. |
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So far so good.
The initial efforts of the organization have resulted in more effective communication among key stakeholders. Jim told me the president of the hotel association also sits in on the group, and represents in the neighborhood of 60% of business in the Loreto region. When Jim and I discussed the mandate, he succinctly boiled it down to 3 key priorities:
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Airlines. Ensure adequate airlift is available, and that seats are filled. More on this below. |
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Exposure. Investments in the image and visibility of Loreto Baja needs to continue, even more so in a challenging economic environment. Jim was pleased that “4 mega resorts could work well together”. It’s a make or break period, and it’s to the benefit of all the players involved: JW Marriott, Loreto Bay, The Villa Group, La Mision and all the ancilliary businesses that go along with it.
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Organization. The well documented previous efforts to turn Loreto into a tourist documentation were agonizingly slow and unsuccessful, even with some FONATUR backing. However, acccording to Jim this new approach will hopefully catalyze a team approach, with shared goals. |
The JW Marriott Residences Loreto Development
As most of our readers know, JW Marriott has opened a “stunning” sales center, with something approaching $1M already invested. We’re very pleased to see a prestigious, 5-star marque enter the Loreto market. That’s not to say it will be easy. It’s too early to tell how well the 200 units will sell, but the buzz is building. |
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I asked Jim about the challenge of selling luxury vacation real estate in this downturn.
"..90 days ago if you asked me, I’d say that it’s all about location, location, location. Today, it’s all about value proposition, value proposition, value proposition" – Jim Spano, Spano Partners
He contrasted the Cabo market with Loreto, and suggested well healed buyers were also cutting back, but could maintain an equivalent vacation lifestyle since the JWM product was priced 40-50% less than something in Cabo. “People who have the means still need to cut back a little. They want to spend less while maintaining a luxury standard of living.” Further, he added, buyers get the Ritz standard of excellence, noting the Griffin logo is used on their promotions.
I think he put it best when he said, “90 days ago if you asked me, I’d say that it’s all about location, location, location. Today, it’s all about value proposition, value proposition, value proposition.” When the JWM Loreto web site was launched “it was clobbered” earlier this year. The first official sales event takes place next month.
The Alaska Airlines Partnership
| Airlift to Loreto has been a hot topic, on this site, across forums and user groups across the Web. The reason? Loreto needs sufficient flights to support growth. But it’s yin and yang. If you offer seats will they come?Last year, the airline industry (along with just about everyone else) was constantly rocked by bad news. First it was gas. Then it was the economy. Add in an already sky weary public, and it was a recipe for disaster. Continental and Delta, among others, took it on the chin. Hence Loreto was clearly a cutback candidate. |
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With the reduced capacity, though, Alaska flights to Loreto fill up fast. So much so, that it’s sometimes difficult for homeowners, prospects and Loreto lovers to get down when they want. This is the never ending challenge of building critical mass.
Fortunately Alaska Airlines is a strong partner and helped establish the success of Cabo San Lucas in the early days. Recently Jim and some partners flew to Seattle to keep the partnership and goals on track. Some marketing efforts have already been put in place, with others planned. We didn’t get into specifics, but I think Spano Partners and the Loreto Visitors Bureau is on the right track here. Time will tell, and I know all of us are anxious for a positive outcome.
The Future of Loreto Baja
While no one has a crystal ball, you can mark down Jim Spano as another Loreto supporter. It’s no surprise given his economic interest. But then again there are many investment opportunities across the world, and yet he chose Loreto as his first international project. In his estimation Loreto offers a unique experience, different from the big, established neighbors to the South such as Cabo San Lucas and La Paz. The proximity to the sea, the beautiful vistas, and, perhaps, most importantly, the price points offer vacation buyers a special opportunity.
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PRESS RELEASE — JW Marriott First Residential Development Comes to Baja, Mexico
Last update: 8:06 a.m. EST Nov. 13, 2008
LORETO, Baja California Sur, Mexico, Nov 13, 2008 /PRNewswire via COMTEX/ -- Drawing on its partners' long history of successful real estate experience in the U.S. and abroad, Scottsdale-based NG Properties Mexico, LLC has signed an agreement with Marriott International to create the first JW Marriott Residences property in Mexico. Located along the Sea of Cortez, in the 300-year-old town of Loreto, the JW Marriott Residences Loreto (http://www.liveloreto.com) will encompass more than 800 feet of private beachfront shoreline and offer 201 whole-ownership condominiums. This future LEED Green Building-certified development is slated for first phase completion in 2010 and will be staffed and operated by JW Marriott. |
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Prospective homeowners of the JW Marriott Residences Loreto will be able to choose from a number of options, including two, three and four-bedroom condominium residences and rooftop penthouses. Prices will range from the mid $700,000s to more than $3 million.
The JW Marriott Residences brand appeals to those who appreciate and value authenticity, unobtrusive personal service and luxurious but unpretentious surroundings. In a 2007 North American hotel guest satisfaction survey conducted by a leading consumer research company, the JW Marriott brand was the second-highest rated in the "Luxury Hotel" category, right behind The Ritz-Carlton, which is also owned by Marriott International. The JW Marriott Residences Loreto property will represent the Mexico launch of the residential offering developed under the JW Marriott luxury brand. This achievement represents the culmination of Marriott International's residential and hospitality expertise, combined to serve the luxury whole-ownership market.
"We are thrilled to be working with the JW Marriott Residences team on our Loreto project," said Neil Ginsberg, developer and co-managing partner of the JW Marriott Residences Loreto. "We knew we wanted to design a private residence community in a spectacular beach location and also offer resort-style amenities with a highly personalized level of service for homeowners. With their extensive experience managing Ritz-Carlton Residences worldwide, this relationship was the natural choice for our Loreto project. We know we have the best for our residents with the JW Marriott Residences brand at the helm."
The JW Marriott Residences Loreto will feature a dramatic two-story lobby with mezzanine lounge, business office, concierge service and a plush 35-seat movie theater with reclining leather chairs. Beach Club amenities will include expansive freeform resort pools with wet and turf sunning terraces, a beachside spa grotto, spectacular swimming beaches and a secluded infinity-edge pool for adults with swim-up bar. Families and children will enjoy a central game pool, dedicated kids pool with waterslides, lazy river float and beach entry, an aquatic center offering small watercraft and snorkeling gear, indoor game room with billiards and video arcade, and an Adventure Center with multi-purpose sports court, climbing boulders and sand playground. Completing the amenity offering is a full-service spa and state-of-the-art fitness center, beachside restaurant, an 18-hole putting course, ample covered parking with the option of private garages, and more. There is also easy access to five neighboring islands whose white sand beaches frame the Bay of Loreto National Marine Park.
"This is an exciting new opportunity to extend the JW Marriott Residences brand," said Stephen Mudge, Executive Vice President of Mixed-Use and Residential Development for The Ritz-Carlton Hotel Company of Marriott International, Inc. "This is an experienced developer and a charming location. Loreto, Mexico has a unique, viable culture and marketplace, and the location, friendly residents and responsible development practices all make it an ideal vacation home destination."
JW Marriott Residences Loreto will be opening for pre-sales November 2008. Pre-construction prices are available from the mid $700,000s. For more information Call (888) 8-LORETO / (888) 856-7386 (outside North America dial 480-857-9200).
About NG Properties Mexico, LLC
JW Marriott Residences Loreto is the vision of NG Properties Mexico, LLC which is responsible for leading the project from design through completion by bringing together a remarkable group of experienced partners, talented individuals and renowned companies in a cross-border collaboration to create what promises to be one of Baja's premier residential resort communities. NG Properties Mexico is based in Scottsdale, Arizona as a subsidiary of Pinnacle Diversified, LLC. The firm is led by developer Neil Ginsberg, who has developed more than 60 real estate projects over the last 24 years. He has led the acquisition or development of well over a billion dollars in commercial, residential and resort properties during that period. Current projects include CopperWynd Resort & Club, highly-ranked by Conde Nast Traveler among its "World's Best Places to Stay" and the residences of Tuscany at McCormick Ranch in Scottsdale.
The JW Marriott Residences Loreto are not owned, developed or sold by Marriott International, Inc. or any of its affiliates. Grupo Inversiones Loreto, S. de R.L. de C.V. uses the JW Marriott marks under a license from Marriott International, Inc.
Available Topic Expert(s): For information on the listed expert(s), click appropriate link.
NEIL GINSBERG
http://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=83530
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