Steve Ross Brings Members-Only Private Club to Downtown West Palm Beach Waterfront

Key Points

• Steve Ross is planning a members-only private club in downtown West Palm Beach, tapping into rising demand for exclusive social spaces.
• The four-story project is slated for a waterfront site next to Palm Harbor Marina at 400 North Flagler Drive, with public retail and restaurants on the lower floors and a private club above.
• The club will have no hotel rooms, target 500+ members, and include amenities like a rooftop pool, spa, fitness center, and business facilities, creating a pure membership-driven revenue model.

Why Steve Ross is Betting on Private Clubs

Private membership clubs are becoming one of the fastest-growing lifestyle real estate plays in South Florida, and Steve Ross wants in. Through Related Ross, Ross is partnering with Leisure Resorts LLC, a subsidiary of Chase Enterprises, to develop a new private club on a city-owned parking lot along the Intracoastal Waterway. The project reflects growing demand from high-net-worth residents who are priced out or waitlisted at legacy Palm Beach clubs, where initiation fees can reach seven figures.

The Development Plan at Palm Harbor Marina

The site spans roughly one acre and sits just south of Waterview Towers, across from the Ben Hotel, which Related Ross is under contract to acquire. Leisure Resorts controls the land through a long-term lease and currently operates the marina. The building is capped at 75 feet, a limit set under a 2023 legal settlement tied to marina and parking rights. According to Kenneth Himmel, president of Related Ross, the project will not include hotel rooms, differentiating it from hospitality-driven club concepts.

Members-Only Above, Public Retail Below

The lower two floors will include retail space, anchored by two ground-floor restaurants open to the public, helping activate the waterfront beyond club members. Upper floors and the rooftop will be reserved for members, with planned amenities including a pool, spa, fitness center, and business facilities. Ross’ club is expected to target a broad demographic mix, including professionals, creatives, families, and athletes. Membership pricing has been described as “affordable,” though no figures have been disclosed.

A Growing Private Club Ecosystem

West Palm Beach has seen a surge in private club activity following an influx of wealthy residents and institutional capital since the pandemic. Additional private clubs in the pipeline include Biba Social and Bellini Rooftop Lounge, adding to an increasingly competitive luxury lifestyle landscape.

For developers, private clubs offer:

• Recurring membership revenue
• Strong brand-driven demand
• Limited operational exposure compared to hotels

What This Signals for Investors and Landlords

Ross’s move into private clubs underscores how lifestyle amenities are becoming core value drivers in urban waterfront markets. For nearby landlords, these projects typically increase foot traffic, enhance neighborhood prestige, and support higher residential and retail rents. For CRE investors, the strategy reflects a broader shift toward experience-driven real estate that monetizes exclusivity rather than nightly occupancy.

The Takeaway

Steve Ross’ planned private club near Palm Harbor Marina shows that West Palm Beach’s transformation is far from over. As wealthy transplants reshape demand, membership-based lifestyle assets are emerging as a powerful complement to residential and mixed-use development, especially along the waterfront