INVESTOR: SERENBE


“Ten years ago we set out to research sustainability to preserve our backyard. Today we’re doing the same with wellness”


MADO Work has now begun on Mado, which means ‘life in balance’ in the native tongue of the Georgian Creek Indians. So why did the Nygrens choose wellness as


the theme for the third hamlet? “We’re living longer today yet we’re not living well longer,” says Steve Nygren. “Over 10 years ago, we set out to research sustainability and commu- nity development to preserve our backyard, and today we’re doing the same with health and wellness. We’re seeking out and learning from the best wellness models around the globe and bringing them back to Serenbe. “We plan to have experience concierges bringing young and old together,” he con- tinues. “We’ll do this by offering communal homes and smaller dwellings with live-in nurses to provide gateways to assisted living, but build them alongside a Montessori school for children aged 0 to 14. We have plans for a memory care centre, community pool and a fi tness centre alongside the spa and hotel.” The spa will be a partnership between the


Nygrens and an outside operator, and the family is currently in discussion with several international brands.


As for the design, the founders have been looking to Sweden and Denmark for inspiration: “We recently toured Sweden’s countryside and Stockholm and Copenhagen for inspiration because we instinctively feel Mado should be European in scale and form,” says Nygren. “We’re inspired by the architectural vernacular of Scandinavia – simple scale with minimal ornamentation but playful placement and colour.” The fourth and fi nal hamlet will focus on


“education with a twist,” providing standard education and welcoming students interested in learning the architectural and developmen- tal principles on which Serenbe is built. ●


Mia Kyricos is chief brand offi cer at Spafi nder Wellness Inc and founder of Kyricos & Associates. She is based in the US


CLADmag 2015 ISSUE 1


Serenbe: The lowdown


How has Serenbe been fi nanced?


The Nygren family has fi nanced the development. The growth of Serenbe is being funded via private partnerships with the family.


Who are the shareholders?


There are none – it’s a private partnership.


What’s the end game? Once all the lots are sold, Serenbe will revert and be managed by the Home Owners’ Association and the Serenbe Institute will become the conservator and steward of the extensive trails and green space.


Has any research been done on the ‘Serenbe eff ect’ on property prices?


Yes. There’s a premium on homes and lots in Serenbe compared to the surrounding land. Premiums are around fi ve to 10 times the typical sq ft cost.


How many people are employed at Serenbe?


More than 250 people across the 30 room Inn, the restaurants, spa, trail riding, maintenance and corporate functions.


Is there a waiting list of people wanting to live at Serenbe?


There are waiting lists for various home products, such as the loft apartments, that have 10 times the number of people versus units available. The adults 55+ cottages also have a waiting list.


There are lots available to build custom-designed homes, along with resales and builder spec homes available.


How many people will live there once it’s complete?


At full build out, Serenbe will have 1,200 units with an estimated 3,000 residents.


How far is Serenbe from local ameneties?


The Atlanta airport is 25 minutes away and the small town of Palmetto is a six minute drive with local shopping and major grocery and big box stores another 20 minutes away.


CLADGLOBAL.COM 119


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132