Just when you think you know the city, you don’t. San Francisco is without-a-doubt a unique and idiosyncratic town that only long-time residents and business practitioners can accurately describe. And that certainly applies to how affluent San Franciscans consume and display their luxury.

Luxury residential developer, Turnberry Associates, had a sneaking suspicion that the attitudes of Bay Area buyers would be different than those in other markets, such as Florida and Las Vegas where the developer has gained extensive experience developing and marketing high-end luxury condominiums. As a result, they deliberately set out to question the assumptions and preconceived notions that they brought to their first California project -- a $240 million high-rise condominium development at Rincon Hill.

A member of The Luxury Marketing Council of San Francisco (LMCSF), Turnberry decided to seek advice from an exclusive group of Bay Area influentials -- business people with a long-standing history of serving the city’s luxury clients. To facilitate the process, the LMCSF created an advisory panel comprised of representatives from the real estate sales community, interior design and architecture, all of whom possessed extensive experience in marketing to and serving the luxury consumer.

Together with a team of five Turnberry executives led by President of Turnberry Residential, Bruce Weiner, the advisory panel examined, assessed and debated prevailing attitudes of Bay Area luxury real estate buyers as they relate to everything from parking accessibility to en suite wine cellars. The results -- Turnberry decided to dramatically rethink its design plans, particularly with respect to unit size. For example, the previous majority mix of one and two-bedroom floor plans was quickly altered to accommodate fewer, larger, more spacious units based on the information that Turnberry team received about current buying preferences and demand.

“The Council’s keen insights, experience and educated perspective as it pertains to San Francisco in general and The Rincon Hill sub-market in particular, will heighten Turnberry’s sensitivity in planning and delivering a superior residential living experience,” said Weiner.

San Francisco has not traditionally had an affinity for high-rise condominiums. The emerging market at Ricon Hill, including the new Turnberry project at 45 Lansing Street , promises a reason for changing perspectives.

As Weiner told the South Florida Business Journal in a recent interview, the Turnberry project will be the most upscale development the new neighborhood has seen, with "exotic" marble baths, Italian Snaidero cabinetry, Miele state-of-the-art cooking appliances, individual security systems and 12-foot penthouse ceilings. Weiner called the emerging neighborhood at Rincon Hill a natural fit for the luxury builder, which has developed or owns more than $5 billion worth of hotels, resorts and condominiums, including the Residences at MGM Grand in Las Vegas and Fontainebleau in Miami Beach.

About Turnberry Associates

Turnberry Associates is one of America 's premier real estate development and property management companies. Founded more than 50 years ago, the company’s diverse projects have revolutionized the living, working, leisure and shopping habits of millions of people across the country. The firm has to its credit the development of more than $7 billion in commercial and residential property, including approximately 20 million square feet of retail space, more than 7,000 apartments and condominium units, 1.5 million square feet of class "A" office space and in excess of 2,000 hotel and resort rooms and exciting upcoming projects.

A new generation of family leadership is moving the company into the future by building on Turnberry Associates’ fundamental strengths and adhering to its long-held standards of excellence. To learn more, visit www.turnberry.com