During their forty years in business, Turnberry has done more than $7 billion worth of development. For the past twenty years, Jeffrey has focused his efforts on Turnberry’s residential real estate division, also playing a large role in the company’s development of shopping malls, hotels, and office buildings throughout the United States.
Jeff, chairman/chief executive officer of Turnberry, Ltd., is just as active and innovative as his father. “I have a lot to do and love what I do,” he explains. Jeff talks about his nationwide projects passionately, yet with a peaceful demeanor; fitting, as his name means “peaceful gift or divine peace.” Self-described as adventurous, spontaneous, and loyal, he emphasizes, as most industry leaders do, that hard work, discipline, and a passion for what you do is a formula for success.
These traits were apparent during the deal in 1997 where Jeff, after just ten years of working with his family, announced that he was bringing the “mansions in the sky” concept Turnberry created in South Florida to the Las Vegas Strip. This risky venture has paid off; Turnberry Place is a $650 million luxury high-rise condominium community that is sold out, setting the new standard for high-rise living in Vegas. Jeff is also focused on his two latest Las Vegas developments: The Residences at MGM Grand and Turnberry Towers. A joint-venture with MGM Mirage, The Residences includes three 40-story towers on the MGM Grand Property. Turnberry Towers, dual 45-story towers being built one block off the Strip, is appealing to primary and secondary home buyers who are searching for upscale living in an ideal location.
Despite a plethora of high-stakes deals, when asked about his favorite, Jeff laughs and says, “All of my deals are my favorite – I don’t have one in particular, because I love doing deals. I love the art of doing a deal. I love to see a project come to fruition.” Yet, Jeff, as chairman of Fontainebleau Resorts LLC, admitted, “I am most proud of one deal: buying the Fontainebleau. It has developed into something phenomenal.” Turnberry Associates is developing Fontainebleau-Las Vegas, a $3 billion 63-story world-class destination resort located on 24.5 acres on the Las Vegas Strip, as well as recreating the legendary Fontainebleau Miami Beach with a spectacular $500 million makeover. The Las Vegas project is slated to open in fall 2009, while the Miami Beach will open summer 2008.
Jeff is constantly on the go, creating, building, and doing what seems to come natural. It is no wonder he needs his own plane, as his pace is one of perfection. A pilot, Jeff says that he loves the take off; suiting, as he is surely flying his family business in the right direction, taking the Soffer family legacy to new heights.
Back in Florida, sales continue to soar at Turnberry Ocean Colony, a Luxury high-rise beachfront enclave in Sunny Isles Beach, complete with two 37-story residential towers and a $15 million private club. The sold-out North Tower was recently completed, while the South Tower, which is 95% sold out, is still under construction. Turnberry Village, dual 14-story mid-rises on the Turnberry Isle Golf Course in Aventura, and Fontainebleau III Ocean Club at the legendary Miami Beach resort round out Florida’s offerings. Sales will also soon begin at the Turnberry condominium development in Destin, Florida.
