RP’s CEO, Alex Rosemurgy: On the SFBJ Panel for Breaking Ground with Brian Bandell

by Brian Bandell – Senior Reporter, South Florida Business Journal
June 21, 2019

Palm Beach County has had solid success in attracting both people and companies from other parts of the country while boasting many pockets of upper income residents.

A panel of high-profile local developers said that has created many opportunities for them, despite the challenges presented by developing in the county.

The South Florida Business Journal held “Breaking Ground with Brian Bandell” June 20 at the Boca Raton Innovation Campus (BRIC). The panel featured Michael J. Belmont, president of Minto Communities USA; Luanne Lenberg, senior VP of mixed-use retail, residential and hospitality at Penn-Florida Cos.; Gopal Rajegowda, senior VP of Related Cos. and managing partner of its Southeast division; and Alex Rosemurgy, CEO of Rosemurgy Properties. The event was sponsored by Crocker Partners.

The second-largest county in the state by land mass, Palm Beach has a great variation in neighborhoods, including luxury mansions, equestrian estates, urban high rises, golf course communities, and housing on the outskirts of sugar cane fields.


Mel Melendez, editor-in-chief, South Florida Business Journal, Jonathan Claussen, J. Claussen Law, Monica Fernandez, Peggy Olin, One World Properties and panelist Alex Rosemurgy of Rosemurgy Properties.


Here are some of the opportunities and challenges in Palm Beach County the developers outlined:

Housing driven by local demand

Although the initial plan was to attract many international condo buyers, the Residences at Mandarin Oriental in Boca Raton has attracted many buyers from Palm Beach County, Lenberg said. People are downsizing from large homes into condos with high-end amenity packages. They want to live in active communities like downtown Boca Raton, she said.

In some cases, the people downsizing choose to rent and spend the money from the sale of their home on other things, Lenberg said. She’s seen a lot of that in the 101 Via Mizner apartments.

Rosemurgy is concerned rent has been pushed too high, exceeding what people can afford. The high cost of development makes it hard to build apartments with a lower rent, he said. Rosemurgy sees more opportunities for acquiring older apartment complexes and upgrading them.


Alex Rosemurgy, Rosemurgy Properties


Belmont said most of the homes he’s sold in the new city of Westlake have been to locals. Renters are looking to own, and its homes starting at $280,000 are in their price range. Minto has provided downpayment assistance to some buyers, he added.

The challenge for home development is the relatively low density in the county, Belmont said. That makes homes more expensive.

The county is also running out of vacant land for single-family homes, which will increase pressure to build on golf courses, Belmont added.

Hot spots

West Palm Beach is developing more of an urban feel like a 24/7 city, but it’s still a less congested atmosphere than Miami, Rajegowda said. Taking Virgin Trains USA allows people to live in the city at a lower cost while working in Miami or Fort Lauderdale, he noted.

Related Cos. is investing $600 million in Rosemary Square, formerly known as CityPlace, including an office building, an apartment building, and improved public spaces.

Delray Beach has been one of the biggest success stories in South Florida, Rosemurgy said. With an Opportunity Zone on West Atlantic Avenue creating tax incentives, it’s likely the activity will spread west and lead to more development, he said.

Boca Raton remains a great market for commercial development because it has the wealthy demographics retailers are looking for, Lenberg said.

Retail takes on lifestyle feel

Shopping centers with strong anchor tenants are doing well, but many malls are searching for tenants that provide a more memorable experience than typical retailers, Lenberg said. Retail centers that can’t attract the right tenants might seek to redevelop and go vertical, she added.

In its Uptown Boca mixed-use project, 31% of the space has been leased to restaurants, Rosemurgy said. People want more food and entertainment options closer to their homes, he said.

Minto is still crafting plans for its Town Center at Westlake, but the commercial space will likely be mostly lifestyle uses like restaurants, Belmont said.

Selective opportunities for office

Related Cos. is building one of the two office towers under construction now in downtown West Palm Beach. There’s been so little office product developed in the city in recent years that its 360 Rosemary will have a big advantage with its modern spaces and amenities, Rajegowda said.

Related Cos. also has a property along the Intracoastal Waterway under contract for an office tower called One Flagler. If the city approves the zoning, Rajegowda said they would move forward there as well.

Lenberg said Boca Raton is too saturated with office buildings to build another one right now. Rosemurgy said it’s hard to find large office tenants to sign pre-leases, so that makes financing office construction difficult.

Serving the senior population

Senior living is going high end, with 55-plus neighborhoods and assisted living facilities taking on luxurious amenities.

Rosemurgy, who has proposed an assisted living facility in Boca Raton, said Baby Boomers are looking for places that are comfortable to live with cultural events. They often rent from $6,000 to $8,000, he added.

Community activities are a huge part of 55-plus communities, said Belmont, who sold a property in Westlake for such a project.

(Click Here for the full SFBJ article)


About Alex Rosemurgy
Chief Executive Officer, Rosemurgy Properties | Managing Partner, Park Partners Residential
Alex Rosemurgy is the CEO of Rosemurgy Properties, a privately owned commercial real estate development, investment and management firm.  Founded in 1977, Rosemurgy Properties portfolio assets include multi-family, self- storage, retail, office and undeveloped land.  Mr. Rosemurgy was named Chief Executive Officer of Rosemurgy Properties in 2010.  Since then, the Company has expanded its portfolio to over $600 million in assets under development and management throughout the Southeast and actively developed over 2 million square feet of commercial real estate.  Notable developments include The Research Park at Florida Atlantic University and University Park, the first purpose-built student housing development in Palm Beach County.

About Rosemurgy Properties
Rosemurgy Properties, headquartered in Boca Raton, Florida, is a privately owned commercial real estate development, investment and management firm with more than 40 years of experience in the industry. The company maintains a diversified portfolio over several asset classes which include multifamily, self-storage, retail and office. Rosemurgy Properties has developed and acquired over 2 million square feet of commercial real estate in the past 15 years in various partnerships. A developer that has been at the forefront of trends in their respective markets, Rosemurgy Properties is involved with a number of notable projects such as Uptown Boca, the Florida Atlantic University Research Park and Innovation Centre, as well as University Park, the first purpose-built student housing development in Palm Beach County. The company, which includes general contracting, property management and asset management services, owns commercial properties throughout Florida and the Carolinas. For more information, please visit


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