The Soffer Family Soars to New Heights

Inside look at an American legacy and real estate dynasty
By Sonia Tita Puopolo I Photography by Reynaldo Alés

It all adds up to the product of determination and hard work. The result is the emergence of an American industry icon. Turnberry today is epitomized by elegance, luxury, and passion. State of the art retail centers, industry defining residential offices, and haute hotels all comprise Turnberry Associates, one of North America’s leading real estate development and property management companies, founded by Don Soffer and led by Jeffrey Soffer. The more one learns about Turnberry and the two Soffers who guide its acquisitions and developments, the more one appreciates the art and acumen so often articulated in America’s best business schools and board rooms. It was indeed a privilege to meet with Jeffrey and Don Soffer in the impressive environs of Turnberry’s vast real estate and development reach. Whether it be from Jeff’s gorgeous and stately home in Miami that transports any visitor immediately to an architectural link in my native New England, to Don proudly stepping off a tour of the awe inspiring views and vistas on his gorgeous golf course in Aventura, to dialectical debates and discussions within the privacy of their jet, the end result was worthy of an honorary degree in business, negotiation and leadership – taught by two of our country’s most inspiring and promising entrepreneurs.

This is the very essence of what good business is all about, and it’s a legacy that promises to be continued in generations to come, spilling over for more global holdings and impact. Such is the fortitude and the forecast for Don’s exceptionally talented and lucidly articulate visionary son, Jeff, now at the helm of his family’s forty year business. The family’s long standing reputation for innovative teamwork and leadership that sets the industry standard in real estate development is a theme and trait that puts Turnberry in a specific class of its own. Being with the Soffers is like watching synchronized teamwork in action, teamwork that benefits from insightful coaching and the ability to read the opportunities and options like few in the game.

It comes as no surprise that this forty-year family dynasty is rooted in the good habits, discipline, and grooming one finds on the sports playing field. Four score years ago, football star Don Soffer moved from the playing field to the board room and joined his family business, opting to learn from his lifelong mentor – his dad. He explains, “I opened my first retail shopping mall with my father when I was twenty-four years old and then came down here [to South Florida] and bought all the land you see now. It was swamp land, all marshes, and I had a vision.” Don certainly had a vision and an incredible one; as we zoomed around the golf course at the Fairmont Turnberry Isle Resort & Club in his little golf car, he pointed out that the land we were on was once all marshland. Don purchased almost 1,000 acres of the marshland in northern Dade County in 1967, filled the area, and created what is today called Aventura, a planned community. His vision has certainly been realized; Aventura is now a haven of activity, with golf courses, lakes, bike and exercise paths, exclusive condominiums, hotels, shopping centers, office buildings, and more.

Don proudly says, “Now, my handsome and talented son, Jeffrey, runs the business; he is in the office now. I like the balance of work and love to golf and play tennis. I workout every day and need to stay active always.” Papa Soffer has passed the baton to his superlative son, Jeffrey. Turnberry Associates has a $5 billion portfolio currently and continues to grow under the control of the whiz kid. Albeit, Jeffrey is no longer a kid, he started to work with his father twenty years ago in 1987.

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.

Another noteworthy residential project is The Residences at Atlantis, a 22-story oceanfront condominium-hotel tower in the world-renowned Paradise Island resort. Turnberry Associates is also working on residential projects in Arlington, Virginia; San Francisco, California; and Houston, Texas.

While Jeff’s focus for the past twenty years may have been on Turnberry’s residential real estate division, he also plays a large role in the company’s development of shopping malls, hotels, and office buildings throughout the United States. Turnberry’s Town Square, a 1.5 million square-foot shopping center on the north end of the Las Vegas Strip will open November 14, 2007. Turnberry Associates is also responsible for an impressive array of hotels across the country.

Don and Jeff both agree: “The Turnberry brand sets trends. We know what people like and we deliver.” This team is definitely a winning one.

Moreover, Don and Jeff are great humanitarians, and have donated millions of dollars to charitable organizations throughout the United States. Don says compassionately and kindly, “It is imperative to give back to the communities we are building.” As any great humanitarian would agree, we have an obligation to give back and make the world a better place – a motto that Don and Jeffrey live by. They have given generously to the Simon Wiesenthal Center, which confronts hate and bigotry around the world. The center, located in Los Angeles, operates a museum of tolerance and understanding. It educates the public about the Holocaust and the dangers of hate and prejudice. Don also helped raise $5.3 million for the Nevada Cancer Institute, another incredible and important charitable cause. In fact, its 5th annual fundraising event “Bond for the Cure” was held at MGM Grand Garden Arena on Thursday, November 16, 2006. Emceed by Larry King, the event included dinner and entertainment, ending with an advance private screening of Casino Royale.

When one loves animals and has a pet, one understands the importance of treating animals right – with love and respect. Thanks to the generosity of the Don Soffer Family, and Ted and Jeanette Fine, the 26,510 square foot Soffer and Fine Adoption Center provides shelter for more than two hundred cats and dogs on a daily basis, saving the lives of numerous homeless pets by creating additional space to house them until they are adopted into loving families. The Humane Society of Greater Miami/Adopt-A-Pet’s Soffer and Fine Adoption Center is now more than two years old and has helped many pets in the community. After many years of planning and fund-raising, the $5 million dollar, state-of-the-art center’s grand opening was celebrated February 19th, 2005. In honor of the occasion, Mayor Jeffrey A. Mishcon of the City of North Miami Beach declared the day “Humane Society of Greater Miami Soffer and Fine Adoption Center Day.” The Soffer and Fine Adoption Center is a hub of programs, services, and activities for animal lovers of all ages.

Don and Jeffrey have a passion for philanthropy; whether it is a children’s cause, an animal cause, or a health cause, this family continues to create a great legacy. Don Soffer has been a major donor to the following organizations: American Heart Association, Bar-Ilan University, CaP-CURE, Mayo Foundation for Medical Education and Research, Miami Heart Institute, Michael-Ann Russell Jewish Community Center, Sylvester Comprehensive Cancer Center, United Way, and the University Of Miami School Of Medicine.

Don and Jeffrey’s dedication to improve communities nationwide, not just where people live but how people live, is leaving an indelible mark on the history of the United States. Thanks to their generous hearts and devotion to making the world a more beautiful place, one can look forward to seeing more of the name for excellence: Turnberry.