Tag Archives: St Joe Company

Northwest Florida Beaches International Airport : So Far So Good.

Good news for the Gulf of Mexico has been hard to come by for some time but it seems that this beautiful coastline has finally caught a small break.

My friend Jerry emailed me last week to let me know that, during the first full month of its operation, the new Panama City airport was performing considerably better than expected.  Jerry was intimately involved in the saga of the new airport, from its conception in 1998 until the the day that it opened in May and he and his family boarded the first Southwest Airlines flight to land there. He’s following the story closer than most and the numbers are very encouraging.  The total in-bound and out-bound passenger traffic nearly tripled June 09’s figure at the old airport and outpaced all of the nearest regional airports in the Florida Panhandle. Given the hugely negative publicity caused by the BP oil spill and the fact that it is now officially hurricane season in the Gulf, it’s remarkable that the new airport has gotten off to such a strong start.

I’m betting that even Jerry was surprised.  Earlier in the year, the largest local landowner, the St Joe Company (NYSE:JOE), had seen its stock rise steadily in response to some enthusiastic analyst reports. Then, just as the new airport looked set to reinforce Wall Street’s quietly growing confidence in JOE, BP and its CEO lit up the news media with a spectacular display of inept public relations.  JOE’s stock, underpinned by all that land and real estate overlooking the Gulf of Mexico, suffered severe collateral damage.

St Joe Beach, Mid July 2010.

An announcement by JOE that it was relocating its headquarters from Jacksonville to the the new airport business park – a pretty radical step, given that the company had been based in Jacksonville since Alfred I. duPont, its founder, had moved there in the 1930s – was met with indifference.  The only thing people could imagine were those sugar-sand beaches caked in oil. But the company has persevered, informing everyone daily about the continuing quality of its beaches and perhaps that’s one of the reasons that the airport numbers are so good.  My family were recently in Port St Joe and they confirmed that the beaches were clean, adding to the word-of-mouth and social networking that seems to be fueling the information flow in places like Atlanta and Birmingham, cities which typically head for the Gulf once school is out.

July 14th 2010. Another busy day at St Joe Beach

It’s too early of course to read too much into  the airport usage statistics but one can’t help be encouraged by the positive message that they send and, of course, be pleased for  all of those folk in Panama City and Port St Joe for whom the last few months have been so unrelentingly gloomy.  Thanks for sharing, Jerry!

Sunset on St Joe Beach, July 2010. Just as beautiful as ever.


America’s New International Airport

America’s first new major airport in 15 years opens on May 23rd.  Northwest Florida International Beaches Airport will be a perfect Florida Panhandle gateway for retirees, or so the

Northwest Florida Beaches International Airport. Almost ready for its inaugral flight.

St Joe Company (NYSE: JOE) hopes, having spent a decade planning, lobbying for and executing the relocation of Panama City Airport. The ‘old’ airport (though it didn’t seem particularly decrepit when you walked through its bright, airy arrivals lounge) was environmentally constrained.  What that really meant was that Southwest Airlines couldn’t land there because the runways were too short and impossible to lengthen.

JOE’s executives had studied the economic impact of the new Fort Myers airport (eventually called Southwest Florida International Airport) when it opened in 1983. The housing boom that transformed Lee and Collier counties had been driven by the new airport. In 1999, a similar ‘inducer’ was deemed essential if the St Joe Company (formerly the St Joe Paper Company) was going to raise the value of its low-priced forest land from a couple of thousand dollars an acre to the mouth-watering prices that Florida developers had become used to.

Only slightly less of a mouthful. Southwest Florida International Airport.

Flights into Panama City and Fort Walton Beach on Delta’s turbo-prop ‘commuter’ planes were expensive, unreliable and often time-consuming.  Most people drove to the beach, from Birmingham, Atlanta and even as far away as Nashville. But for JOE’s plans to take flight, it had to open up the Panhandle to a much larger market than the Deep South.

New York, Chicago, the Midwest. These were the kind of markets that could drive the Company’s new, burgeoning real estate business. What better means of accessing them than to provide America’s most efficient low-coast air carrier, Southwest Airlines, with a runway long enough to land its Boeing 737 jets and to underwrite several years worth of its daily flights?

And that is exactly what the St Joe Company did.  No matter that, in the process, it built and then dismantled a sophisticated and highly respected real estate development business. It acquired Arvida, a south Florida home builder that had delivered  a very successful new community in Broward County called Weston (pop. 62,000).  It recruited some of the brightest real estate executives in America to create and manage places like Watercolor (a more profitable and, some would say, better planned community than Seaside, next door), Southwood (an increasingly popular Tallahassee suburb) and WindMark Beach, nestling on the edge of St Joseph’s Bay in Gulf County.

The recession (and perhaps more than a little hubris) led to JOE’s retreat from the real estate development business.  Throughout 2006, it became apparent that the market for second homes in Florida was receding like a Gulf tide. Just like many of its customers, the St Joe Company had become addicted to luxury beach homes built on lots that, when they were released, attracted so many purchasers that they were sold out in a few hours.  Lucky owners saw their beautifully serviced home sites, situated in expertly-designed communities, rise rapidly in value long before a home plan was approved by JOE’s fastidious design board. Property speculation flourished as cheap money and ‘creative’ lending practices, underpinned by helpful capital gains rules, enabled everyone to ‘play the market’ by buying and flipping lots before any construction costs were incurred.

A carefully staged scene at WaterColor. The demographic that JOE once attracted...

Then things changed.  Lot owners, fearing a ‘market adjustment’ and keen to ‘cash out’, found they had to compete for purchasers for the first time in many years. Worse still, prices began to soften just as the supply of new lots reached its peak.  At the St Joe Company, construction was slowed – but not fast enough to keep pace with plummeting sales receipts.  The company began a lengthy correction that has lasted four years, closing down all development activity, outsourcing resort management, cutting staffing to the bone and transforming itself for the second time in a decade; this time into a wholesaler of land.

Boomers at play. The demographic that JOE will be delighted to see in the future...

The northwest Florida market for luxury second homes has withered to a shadow of its former self.  What the Panhandle needs now, and in large numbers, are jobs and retirees.  Hundreds of lots remain vacant awaiting the construction of new homes. We know that the St Joe Company, relying exclusively on the orderly sale of its sub-divided land, will not be building anything, so a new breed of developers will be needed to help unlock value for JOE’s shareholders. And, if the Panhandle is going to be transformed from a seasonal tourist economy to one that is more sustainable, then a core of higher-paying year-round employment is essential.

The new airport is considered by many to be critical to the future of the Panhandle. The formula is simple; cheap flights fill beds at the beach and happy visitors are tomorrow’s residents.  Florida’s sun and sugar-sand will always attract individuals and businesses that have grown tired of long grey winters, state income tax and labor laws, so all that’s needed is decent transportation,  infrastructure – and relatively cheap, affordable homes.

This last – and vital – component has been missing in recent years and must now be delivered in these straightened times if the financially bruised boomer generation is going to make any kind of economic impact on northwest Florida.  JOE is betting that, as the economy improves, retirees will once more head for the sunshine, preferring the natural, more rural, charms of northwest Florida to the crowded beaches further south .

The St Joe Company's future takes flight - with a little help from Southwest Airlines.

The Airport has been carefully located to provide, among other things, plenty of industrial and commercial land for businesses able to exploit this new transportation hub.  There should also be plenty of land for workforce housing, as long as it is priced realistically.  Some smart people with equally smart money have made a significant bet that the St Joe Company is perfectly placed to benefit from the economic growth that the new airport is expected to generate.  It’s going to be intriguing to see, therefore, whether Northwest Florida International Beaches Airport proves to be the ‘inducer’ that changes the face of Florida’s last quiet coastline or an expensive flop with a tongue-twisting name.

A Community’s Legacy

There’s no better reward from real estate development than feeling that one has been involved in creating a legacy; something which is for the greater good and that will provide for decades, rather than years. Many of us at the St. Joe Company were privileged to plan and participate in several legacy projects and one of those has recently come to fruition.

Earlier this month, the citizens of Port St. Joe, Florida and its surrounding communities celebrated the opening of the Sacred Heart Hospital On The Gulf, built by Ascension Health with money and land gifted to it by the St Joe Company.  While the Company’s contribution was crucial, the financial and emotional support of the local community and the leadership of its politicians were essential in completing the project.

When my family and I arrived in Gulf County in 2000, Port St Joe’s small, privately-managed rural hospital seemed on its last legs.  The care of its doctors, nurses and technicians was unimpeachable but the building in which they practiced was outdated and in poor condition. Emergency services were offered when finances allowed.  The only consistent sources of emergency treatment were the local paramedics who operated the town’s ambulance service or the large regional hospital almost an hour away.

The response of the St. Joe Company, the largest local landowner and a public company with ambitions to develop it’s beach front property, was to assume a leadership role in improving local health care.  The existing hospital was obsolete, its finances murky and its services insufficient to meet the basic needs of the town’s residents and growing number of visitors.  The St Joe Company, with enlightened self-interest, deemed a new, properly managed hospital to be the only realistic alternative.

Some local people disagreed, hoping that a band aid would be enough to keep the old hospital open.  Various ‘white knights’ arrived in Port St Joe, ready to save the hospital from closure by offering dubious financial remedies that inevitably required considerable additional cash injections from the local tax-payers.  As a St Joe Company executive, I witnessed at first hand the unseemly and exploitative side of Florida’s rural healthcare industry as the ‘white knights’ quickly turned out to be sharks preying on the hopes and fears of the local community.

Many in the community realized that an alliance with the St Joe Company and Ascension Health, while contraversial, could provide a realistic alternative to the hucksters. A group of community leaders was assembled, a bus was hired and we all made the trip to the Sacred Heart Hospital in Walton County, ninety or so miles away. The visit was enlightening, emotional and above all, unifying as we toured the facility and listened carefully as doctors and nurses talked about the benefits of high quality, consistent health care delivered in a special place.

That trip took place about five years ago.  Much effort has been expended and patience stretched in the intervening years but earlier this month our journey to Walton County yielded more than any of us on the bus could have dared wish for; a brand new hospital for Port St Joe and its surrounding communities, high-skilled rewarding jobs that are attracting back former residents and the individual satisfaction of having helped create a legacy for later generations.

Got Land? Give it away!

Lets say that you have a million acres of land at your disposal.  That your plan is to raise its value from hundreds of dollars an acre to thousands. Your land is in a beautiful but remote area.  And it’s devoid of roads, waterlines and sewer.  What do you do next?

A Panhandle sugar sand Beach

A Panhandle sugar sand Beach

In 1997, Florida’s St Joe Company addressed this question head-on.  It had sold its solitary paper mill but still owned 1 million acres of land. Its Board was now intent to harvest  value from real estate instead of pinewoods; especially the miles and miles of Florida beachfront St Joe owned.  One problem: the land was located in the eastern Panhandle, the Sunshine State’s slowest growing, least known corner.  Building lots and finished homes were cheaper there than anywhere else in Florida for good reason; it was beautiful but inaccessible, rural and light-years behind the rest of the State in terms of it’s amenities and infrastructure. It was the ‘Forgotten Coast’; the ‘Redneck Riviera’.

St Joseph Bay, Florida

St Joseph Bay, Florida

So what did St Joe do?  It began giving away its land.  Not to people like you and me but to organizations capable of changing the face of the region.  First, to Florida Department of Transport who needed land to widen the single highway that connected the Panhandle communities.  Then to Ascension Health to build a new hospital next to the beach.  And then, in hundreds of acres, to the local Airport Authority to replace its small, environmentally challenged facility in Panama City.

The company was not content to be simply a catalyst for change, standing by as the regional economy reacted to St. Joe’s investment in real estate development. No, it was going to lead growth by inducing infrastructure investment in the only ways it knew how; with lots of low value land, some money and strong community leadership. And one other essential thing – patience.

Next year, the new Panama City Airport will open, providing new routes into the region. And not content to rest there, the St Joe Company has entered into a financial arrangement with Southwest Airlines to provide low-cost flights.  Improved four-lane highways will speed arriving visitors to some of America’s finest beaches. Ascension Health will complete another hospital on land donated by St Joe, this time in Gulf County.  Patience has been stretched to the limit by a deep and painful recession. The St Joe Company is a very different, much smaller and less ambitious organization than it was five years ago but the region in which its remaining land is located has changed markedly and within a few months will be accessible to the world in a way that no one would have dreamed about in 1997.

Sunset on the Panhandle of Florida

Sunset on the Panhandle of Florida

And what of the land owner? How has it benefited from its largesse?  By one measure, its land value has risen from just over $2,000 per acre in 1999 to a current $5,000 per acre.  Most of its remaining 580,000 acres are within 15 miles of the beaches.  For the last 10 years, it has worked diligently winning the right to build about 40,000 home sites on a small proportion of its land, served by the first new airport to be built in the United States since 9/11, new roads and first-class healthcare.  Patience may be a virtue but, in this case it seems, it is about to offer its own rewards.