Former Lennar President Brock Nicholas Aims to Reinvent Vacation Home Business With Villatel Orlando Resort

When Brock Nicholas laid eyes on the sprawling 77 acres of vacant land situated in the bustling International Drive corridor of Orlando, he knew he had stumbled upon something extraordinary. As the president of Lennar's Orlando Division, Nicholas was no stranger to building and selling vacation homes in Osceola County. However, finding a prime location for a resort community near the Orange County Convention Center and Universal theme parks had always been an elusive dream.

In an area where companies like Lennar, Pulte, Park Square Homes, and Encore Homes were busy constructing resort communities in Kissimmee or the Four Corners region, Nicholas yearned for a truly distinctive site. He explained, "Everything you build out there has to surpass what has come before, leading to a constant escalation in the development of these communities. Consequently, the costs keep soaring." Nicholas sought a residential-style resort community nestled in a commercial hub, catering to groups and families on vacation.

The property, conveniently located at 5120 Del Verde Way just south of Dezerland Park, met all the criteria. The city of Orlando granted zoning approval, allowing for the construction of 70 magnificent vacation homes, similar to those found in the renowned ChampionsGate. Additionally, plans included 200 attached townhouse-style units featuring four and five bedrooms, along with 256 apartment-style units offering two and three bedrooms. Remarkably, a central amenity lay within easy walking distance from every single unit. Lennar acquired the property in December 2019 for $26.25 million and, although the project was put on hold due to the COVID-19 pandemic, it remained a promising prospect. Notably, Nicholas retired from Lennar in 2021 to embark on a new venture, Baseline Property Group, along with his partner, Stephen Lobell, a seasoned investor in vacation home properties.

A Visionary Revamp of the Vacation Home Industry

Villatel Orlando Resort is a groundbreaking project that is reshaping the vacation home industry in Orlando, America's top tourist destination and premier vacation home market. Spearheaded by Baseline, a forward-thinking company, and strategically positioned near Epic Universe and Universal Orlando, this resort boasts an unrivaled location and an innovative concept.

Through an impressive deal with Lennar, Baseline has acquired the entire resort, already sealing the purchase of 197 units for a remarkable total of $170 million, as confirmed by public records. Under the new name, Villatel Orlando Resort has already begun leasing these completed units, with incredible success evidenced by being sold out for the MEGACON Orlando/Pro-Bowl weekend.

Anticipated for completion by the third quarter of 2025, the resort is slated to be an investment exceeding $500 million. Standing as the centerpiece of the whole venture is a remarkable $25 million water and sports park, offering an array of amenities and activities. With two pools adorned by cabanas, thrilling water slides, a lively splash park, shady pickleball courts, basketball courts, and bocce ball, guests will be spoiled for choice. Moreover, the resort boasts a spacious clubhouse featuring a vibrant bar and grill, a state-of-the-art fitness center, and Top Golf Swing Suites.

What sets Villatel Orlando Resort apart is the caliber of its amenities, which are three times larger than those seen in previous projects by Nicholas during his tenure at Lennar. This bold venture represents a complete paradigm shift from the conventional for-sale approach to a truly enhanced experience for guests.

A Unique Approach to Vacation Home Design

When it comes to vacation home resorts, Baseline is taking a fresh and innovative approach. Rather than simply purchasing fully furnished properties, they have created their own subsidiary, Immersive Scenic Studios, to design and produce their own theming and furniture. With a dedicated factory featuring specialized areas for foam molded designs, 3D printing, carpentry, and painting, Baseline's team of skilled employees bring their creative visions to life.

What sets Villatel Orlando apart from other vacation home resorts is the level of detail and uniqueness found in each unit. From murals and bunkbeds to arcade games, every aspect of the themed rooms is carefully crafted to transport guests to a world of imagination. Imagine sleeping in a bedroom that resembles a jungle, cave, or even a grilled cheese sandwich! The artwork is meticulously hand-painted and then digitized and printed on vinyl, allowing for easy application to walls and furniture.

However, Baseline has even bigger plans beyond their Orlando resort. The Immersive Scenic Studios team is also working on designing and building themed furniture and murals for Baseline's properties in Colorado and the Harbour Island Beach Club in Melbourne. Additionally, they are in the process of obtaining permits for another vacation home resort in the beautiful Smokey Mountains of Sevierville, Tennessee.

But the creativity doesn't stop there. Baseline has a forward-thinking strategy to offer their unique designs to a wider audience. After completing their projects, the company plans to compile a catalog of backgrounds that families can purchase to create their own themed rooms at home. Each piece is considered an original work of art that can be reproduced multiple times, giving families the opportunity to bring the magic of vacation home design to their own living spaces.

A Game Changer in the Hospitality Industry

When it comes to furnishing commercial spaces, speed, scalability, and longevity are of utmost importance. In an era where hotels constantly accommodate a high turnover of guests, having furniture and walls that are easily cleaned and maintained is a necessity. This is exactly where vinyl proves its worth. Nicholas, an industry expert, explains that the furniture and interior of a hotel designed for one-week stays need to be carefully managed and cost-effective. In an industry where properties undergo renovations every five years, there is a constant demand for reliable and durable materials like vinyl.

The logistics of keeping up with such a dynamic market led to the establishment of a separate warehouse in Orlando. Here, furniture, soft goods, and themed products are stored, waiting to be installed as soon as a new building is completed. With such strategic planning, the business thrives on not only meeting the needs of its own projects but also positioning itself to eventually market its expertise and products to a wider audience.