Even as cities are luring people back to downtown neighborhoods with their melting-pot appeal, suburban and exurban "lifestyle communities" are emerging with attractions in ever-narrower niches,
including private racetracks, horse stables and airstrips. The market is aging baby boomers who find themselves with the time and money to pursue a singular passion.
Developers in
recent years have tried to lure home buyers with branded communities with mixed success. A home in a John Deere community, for example, offers a garage full of John Deere gear. Niche developments take
the idea of associating a brand with a neighborhood step further, creating country-club communities around a specific pastime. The premise is risky, because it narrows the pool of potential buyers and
pushes up prices.
But these specialized communities are popping up across the U.S. Developers have successfully tapped into the Internet, which has allowed marketers to bring
like-minded people together, not unlike electronic dating services. Developers are mining a demographic that, in addition to having time and money, maintains a youthful mind-set.
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