The Avenue Leads Naples’ Luxury Condo Boom, Fueled by Four Seasons Prestige

Downtown Naples is entering a new era of high-end living, as The Avenue rises at the former St. George & the Dragon site — and it’s already turning heads.

With half of its residences under contract and starting prices north of $3.4 million, The Avenue is positioning itself as a flagship for Naples’ luxury condo movement. The project, designed as a mixed-use urban hub, will combine roughly 50 high-end residences with more than 75,000 square feet of retail and dining space at street level. Developers are betting on an elevated service model that includes a 24-hour doorman, full concierge services, and lower HOA fees compared to other luxury towers.

Riding the “Four Seasons Effect”

Industry insiders say The Avenue is benefitting from what many call the “Four Seasons Effect” — the luxury halo created by Naples’ Four Seasons resort. That benchmark has emboldened developers to push pricing, amenities, and lifestyle offerings to new levels. Buyers appear willing to pay for the prestige, as contracts at The Avenue confirm strong demand even before ground has been broken.

Downtown Meets Luxury

The Avenue isn’t an isolated project. Naples is experiencing a surge of high-end condo development, with several ambitious towers underway or announced.

• Ritz-Carlton Residences, Naples — Luxury Gulf-front condos near Vanderbilt Beach priced from $5.2 million, featuring concierge, private club, and resort-level amenities.

• 3300 Gulf Shore (Kolter Urban) — Planned waterfront building launching by 2027, offering 51 residences ranging from 2,000 to 7,500 square feet, with pricing from $3.7 million.

• The Huxley — A boutique downtown building on 8th Street South, with just eight ultra-luxury residences starting at $8.5 million.

• Aura at Metropolitan Naples — A 15-story mixed-use tower with 56 luxury residences priced between $2 million and $7.4 million.

Each project offers a different angle — from boutique exclusivity to large-scale resort living — but all share one message: Naples’ condo market is moving upscale, fast.

Why Buyers Are Choosing Condos

Traditionally, Naples’ luxury market has centered on Gulf-front single-family homes. Now, affluent buyers are gravitating toward condos for their “lock-and-leave” appeal. A growing number of part-time residents prefer buildings where landscaping, pools, and exterior upkeep are fully managed. Developers have leaned into this, creating amenity-rich towers that eliminate the hassle of multiple service providers.

Another factor: hurricanes. Several projects, including The Avenue, are designing elevated parking levels well above potential flood zones. For owners who endured storm surge damage in prior years, that reassurance is worth a premium.

Who’s Buying

The buyer pool extends beyond Florida. Many contracts have been signed by clients from the Northeast, Texas, and Colorado. These markets share one common thread — wealthy homeowners accustomed to city living who see Naples as both a lifestyle upgrade and a long-term investment.

Market Implications

The Avenue is more than just another building. It signals a new wave of infill development that could redefine downtown Naples. With limited Gulf-front land available, luxury density in the downtown core is likely to expand. That trend could reshape not only the city’s skyline but also its economic profile, attracting more luxury retail, restaurants, and service businesses to cater to residents.

Still, questions remain. Will Naples absorb so many ultra-luxury units at once? Can pricing sustain its current trajectory if the broader market softens? And how will new construction balance Naples’ traditional charm with its evolving cosmopolitan edge?

Looking Ahead

As The Avenue moves forward, milestones to watch include retail leasing announcements, ground-breaking timelines, and full sellout pacing. If momentum continues, downtown Naples may soon rival the city’s waterfront as the epicenter of luxury living.

For now, The Avenue is the latest proof that Naples’ real estate market is leaning into a new identity — one defined not just by beaches and estates, but by curated, full-service downtown living at a global luxury standard.