Inspired by his past experiences, John Singleton has created a bold new project, Harrison Bay. It is an apartment building located on the waterfront near East Gosford, New South Wales, Australia. The 16-apartment development consists of four separate buildings located along the East Coast of Australia and has prices ranging from AU$2,295,000 (US$1,623,483) to AU$8,995,000 (US$6,363,063). John’s transition to the property market began with his involvement in advertising; he co-founded SPASM (the creative group modelling the advertising industry) in the late 1960s. He has since developed numerous properties, including Bonython Tower in Gosford, Ravello on Masons Parade, and a range of high-quality food, beverage, and accommodation properties, including The Saddles restaurant and his soon-to-be-completed “10-star” lodge at Mount White.
Harrison Bay was developed in conjunction with long-time finance partner Alceon and architect Enrique Blanco de Cordova, who is based in Mosman, Sydney. The Harrison Bay project is presented as a combination of contemporary coastal architecture and classic, timeless design, and initial sales have occurred rapidly, with several exchanged contracts and offers documented just a few days after the project was made available to the public.
The headline of the news article outlining Singleton’s ambitious goals—”But I could put Harry Triguboff out of business”—was not only eyebrow-raising but also an indication of Singleton’s confidence: he is not satisfied with being a local boutique player—Singleton is attempting to establish himself as an authoritative source that carries weight through its design and style.
In addition to having a strong sense of self, Singleton draws on some nostalgic influences in addition to traditional methods of serving the demographics in each location (where he has completed projects within the Central Coast that do not belong in a generic high-rise in the city) and architectural integrity (he only builds residences with no less than 16 residences), and his product has been able to raise community values simply by offering a high-quality product. His luxury penthouses have record sales volumes, with some selling for more than A$1.6 million (approximately US$1,131,840), and by providing a quality brand and a well- executed design product, he has been able to increase local property values.
In addition, Singleton’s Human Plot: While Singleton is apparently recovering from a recent heart episode, his rapid pace of new launches and the continued activity surrounding The Lodge indicate that he is still far from being ready to slow down. In fact, it appears that he is even more determined than ever to create legacy projects that integrate hospitality, dining and residential living. In doing so he is able to be both a developer and a tastemaker.
What this story reveals is more than just the ego of a celebrity developer; it shows how his marketing mind has translated into developing properties using marketing, story and place. Singleton knows how to sell a dream, and now he is building one. It is impossible to know whether he can topple the mass market machine created by established developers like Triguboff and Meriton, all of whom possess scale and distribution and have built hundreds of properties over decades; however, Singleton’s game plan is a very clever one that includes building fewer units, higher profit margins, creating a stronger local identity, and using his marketing engine to turn a 2-bedroom apartment into a beachfront treasure.
For consumers, the equation is straightforward: exclusivity and style drive value. For Singleton, though, his bet is both financial and based on reputation. If Caroline Bay sales continue as they have begun, expect additional coastal dossiers carrying his name, as well as more colorful stories of who will be next to be “put out of business.”
