Celadon

Lady’s Island, South Carolina

Name of Project:

Celadon

Community details:

Homesites from: $70,000
Homes from: $350,000

Community highlights:

Classic lowcountry architecture
State-of-the-art wellness center
Preferred builder program
Designed in a walkable scale
Parks and walking trails

Destination:

Beaufort, South Carolina

Overview

Celadon is a traditional neighborhood designed community located on beautiful Lady’s Island. This community is located only three miles from Beaufort, South Carolina’s historic waterfront downtown. Majestic live oaks impart a sense of serenity to the community’s parks, walking trails, and green spaces. The first-class wellness center and spa work hand in hand with the natural beauty of the property to center the community’s feel around health and overall well-being.

The Challenges

Celadon’s original lack of success was primarily due to a developer’s vision not being supported by proper market research. The product concept was better suited for an urban environment, which Lady’s Island lacks. Meanwhile, the product designs were both cost prohibitive and restrictive compared to several other options available in the same marketplace. As such, all unfinished prior development plans had been terminated; the community had come to a standstill and had been left unmanaged, with no homeowner support system for years. One of the greatest challenges facing Celadon in 2015 was the need to overcome the stigma and distrust associated with being a previously foreclosed development in both the eyes of the local realtor community and the greater marketplace.

Enter Catalyst

Catalyst realized Celadon’s potential and partnered with Bixby Bridge Capital to purchase and develop the foreclosed community, underwriting the investment for a strong risk-related return. Catalyst’s decades of experience with the local market, residential and commercial real estate sales, and club operations allowed it to truly understand the extent of the management Celadon would need to reach its potential, as well as to recognize what changes would be necessary to ensure success the second time around. Catalyst introduced timeless Lowcountry architectural design guidelines, and put an experienced Community Design Review Board into place to ensure the redesigned vision would be carried out flawlessly. In addition to the design reposition, which made Celadon better suited for Lady’s Island, plans included refurbishment of existing infrastructure, creation of a top-tier club and wellness center, and implementation of an aggressive development and sales program, all of which made use of local resources.

Results

Catalyst’s understanding of the local market allowed it to tweak the original developer’s vision to create a product that would sell in Beaufort, South Carolina. Celadon has surpassed all goals during Phase I of the development, and with over 190 memberships sold in under a year’s time, the reenvisioned wellness center has reached financial stability and independence, becoming an integral part of the Lady’s Island community. Surrounding properties have been acquired and seamlessly folded into the development’s master plan. Additionally, a preferred builder program has been created, which has given the development significant new construction and added homes to the product offerings. In just the first 18 months of Catalyst management, more real estate sold in the project than in the past 10 years combined, and real estate values have already exceeded pre-recession pricing values. Previously unutilized commercial spaces have been leased to thriving local businesses, and financial plans have been put in place for the neighborhood associations that have made each of them sustainable. There is no doubt that Phase II of the Celadon Project will continue to bring exceptional results.

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Tracy Harris

A native of Georgia, Tracy has been a resident of Greenville since 1987 and has been in real estate sales for 27 years, giving her tremendous insight into the local market. Tracy also combines infectious enthusiasm and keen attention to detail with her market insight, enhancing the buying experience for every family she serves.

What brought you to Hartness?
Tracy’s work with the Greenville Homebuilder’s Association ignited her love for real estate sales focused on residential development and new construction. Through that association she discovered Hartness and in 2016 met with the Hartness family as they were beginning to assemble their sales team. It was a bit challenging, given that no dirt had been moved. We were “selling the dream” in those days. While I had sales experience with residential developers and some of Greenville’s finest custom home builders, I was brand new to Traditional Neighborhood Development (TND) and New Urbanism and how these concepts combine land preservation and retail offerings in residential developments. In short, it was a process of finding better ways for people to live, and I trusted that the Hartness family would bring that vision to life. Today, it’s a thriving community with a strong sense of connectedness, and that’s really rewarding to see.”

What’s the best part of your job?
“The people I meet and the relationships that are formed. I genuinely care about other people and enjoy getting to know them. By asking the right questions, then taking the time to listen and understand their goals, objectives, concerns, and hesitations, coupled with my knowledge of Hartness and the building process, I have helped numerous families find their perfect home!” It is very gratifying to see them out and about within the community, making new friends, exploring a new trail, or simply relaxing on their porch watching the day go by, living their best lives.

What’s the First Thing You Tell People About Hartness?
I have the rare privilege of representing a community in which the owners/developers of the property are residents of the community! They have a personal interest, and they are here to stay. The idea of Hartness, the South’s Next Great Village, came about as they asked, “What can we do to make this a special place to live, give back to Greenville, and still preserve the unique natural areas our family treasures?’ The answer to that question produced a vision that’s far bigger than themselves, and that’s why, even today, my favorite question to new visitors is, ‘Do you know the story of this property and the family who owns it?’ It’s an amazing story to tell.”

Marcia Simmons

Marcia brings 34 years of real estate brokerage experience to Hartness. For the past 21 years, her sole focus has been on-site sales in luxury golf course communities, giving her tremendous depth and understanding of the Greenville market.

What brought you to Hartness?
I’ve had the privilege of working in some exceptional communities with excellent offerings, but they were way off the beaten path. That was always challenging because families had to drive half an hour to a grocery store or pharmacy to enjoy these amenities and their homes. Living at Hartness eliminates this difficulty because it offers all the natural beauty and room to escape with the convenience of in-town living that’s minutes from everything you need.”

What’s The Best Part of Your Job?
“The best part of my job is wholeheartedly believing in the community I represent. The story of this community and all it offers makes sense to people, which makes it very exciting to come to work every day.”

What’s the First Thing You Tell People About Hartness?
“As a licensed pilot, I first recognized the Hartness family’s commitment to excellence when I visited Triple Tree Aerodrome in Woodruff, SC. Pat Hartness developed Triple Tree to ignite a passion for aviation, and I was so impressed with the facility that it made me want to be associated with the family. If they did a passion project at that level, I could only imagine how spectacular this family’s legacy real estate offering would be.

One of the first things I tell people about Hartness is the owners are not “big box” developers. This property was their family home. They chose to develop their land as a labor of love. As Sean Hartness once explained, “This was such a great place to grow up. I want the world to know what living here felt like.”

Steve Brown

Steve began his career with Hartness International—an industrial packaging equipment company—in 1987. In 2004, he moved to outside sales and remained with the company after its 2009 sale. In 2020, Steve had the pleasure of rejoining the family on the Hartness real estate sales team.

What brought you to Hartness?
“While I had engaged in some real estate development projects over the years, my primary motivation was to rejoin the Hartness family and work for a privately-held company. They’re unique in how they treat their employees, and it is a joy to work with them again. I also appreciate being ‘off the road,’ spending more time with my family and building relationships with my clients here in Greenville.”

What is the best part of your job?
“By far, the best part of my job is connecting with wonderful people who visit Hartness. Purchasing a home is very personal exercise, and that’s the aspect I enjoy most—connecting with the families and guiding them through that process to realize their quest for a dream home.”

What’s the First Thing You Tell People About Hartness?
“The first thing I tell people about is the level of involvement the Hartness family has here and the history of the property. The Hartness family are the developers, and some of them live here, which speaks volumes about their commitment. This neighborhood is as personal to them as it is to every other family we serve, and that’s a great recipe for a thriving community. I also enjoy sharing our unique position in this market—the convenience coupled with this incredible property that will be theirs for a lifetime. These families are not just buying a house. They’re investing in a way of life, and Hartness is different from everything else in Greenville.”

David Robertson

David brings a 27-year career in luxury real estate to Hartness, preceded by his work in the golf industry—first as a PGA Tour caddy, then as a professional player. Originally from Florence, SC, David distinguished himself as a top sales executive and managing roles in reputable communities like The Cliffs Communities, Bray’s Island, and Bear Lake Reserve before becoming Director of Sales at Hartness.

What brought you to Hartness?
“I came to Hartness because of the strong comparative analysis—namely beautiful architecture in a walkable community with resort-style amenities, time-saving convenience, and a 180-acre nature preserve with ponds, streams, and 15 miles of Community Trails. That competitive set can’t be duplicated anywhere in the Upstate, and it puts Hartness in a league of its own.”

What’s the best part of your job?
“I get to serve my clients and learn what makes their lives better. And the very best part of my job is seeing the joy in their eyes when they secure a property and realize they’re about to start their new life here. That’s a tremendous privilege.”

What’s the First Thing You Tell People About Hartness?
“A client of mine wisely said that real estate is not about location, location, and location as most people believe. Instead, great real estate is actually about location, timing, and concept. Hartness has hit the mark with all three, and those critical elements have produced a one-of-a-kind community whose value most people understand from the first moment they visit.”