Getting into an official World Cup fan zone this summer took some planning. Four developers, in two markets, found their own way around the scramble — building the tournament into their buildings and sales galleries.
In New York, JVP Development built the tournament into its buildings’ amenity floors. In South Florida, NoBe PARC Miami Beach hosted its own broker watch party in North Beach, while Continuum Company and PMG turned their sales galleries into private fan zones of their own.
NoBe PARC Miami Beach: trading the sports bar for North Beach
NoBe PARC Miami Beach, developed by Robert Finvarb Companies, hosted brokers and guests on June 22 for Argentina vs. Austria, steps from the ocean in North Beach. Robert Finvarb, founder and CEO of Robert Finvarb Companies, said the location was the point.
North Beach has a unique sense of place. Hosting the watch party just steps from the ocean allowed people to experience the neighborhood in a way that reflects the lifestyle we’re creating at NoBe PARC. Besides watching the match, our intent was about bringing the community together and showcasing the energy, walkability, and character of North Beach.
Finvarb said the turnout told his team something about what Miami Beach buyers are actually shopping for.
The turnout reinforced our belief that buyers are evaluating both the residence and the neighborhood. They want to experience how a project fits into the community and the lifestyle it offers. Events like this provide an authentic way to introduce people to both NoBe PARC and the momentum building in North Beach.
The other playbooks
JVP Development built the tournament into its buildings’ amenities: a 16-seat theater-style screening room within Sutton Tower’s 22,000-square-foot Sutton Club, and an open-air rooftop cinema at 250 West 96th Street with Manhattan skyline views. Continuum Company hosted watch parties at two sales galleries in North Bay Village and North Miami, with catering, champagne, a DJ and raffled FIFA tickets. PMG ran gallery watch parties and added an exclusive broker brunch with Brazilian football legend and World Cup champion Gilberto Silva.
Public fan zones still offer something these events can’t replicate — the scale of a stadium crowd — but across two markets, four developers landed on the same bet: that the World Cup is worth building a private version of, and an extension of the communities they’re already selling.