Developer introduces luxury-branded downtown condo tower

Waldorf Astoria Residences is the latest hospitality-branded condominium tower to come to Sarasota, joining world-renowned global locations.

New York City.
Costa Rica.
Pompano Beach.
Denver.
Dubai.
Sarasota?

What do they all have in common? All of them either are or soon will be home to the first six Waldorf Astoria-branded luxury condominiums. And they will eventually joined by locations in Fredericksburg, Texas; Turks & Caicos; and San Miguel de Allende, Mexico. 

Sarasota-based Jebcore Cos., in collaboration with WMG Development of Winter Garden and Hilton, recently introduced the 18-story ultra-luxury replacement of the Zenith building at the Five Points roundabout at Main Street and Pineapple Avenue. 

Keeping good company

According to the company’s website, there are more than 20 Waldorf Astoria residential properties either now open or in development as the brand expands its global footprint. They include include:

• Waldorf Astoria Residences New York City: Opened in 2025.
• Waldorf Astoria Residences Costa Rica, Punta Cacique: Opened in 2025.
• Waldorf Astoria Residences Pompano Beach: Scheduled for completion in 2027.
• Waldorf Astoria Residences Denver Cherry Creek: Scheduled for completion in 2027.
• Waldorf Astoria Residences Dubai Business Bay: Scheduled for completion in 2028.
• Plans for future locations include Fredericksburg, Texas; Turks & Caicos and San Miguel de Allende, Mexico.

Although the project is still navigating the city’s development review and administrative approval process, Waldorf Astoria Residences Sarasota has opened its sales gallery at 1605 Main St. and is writing contracts for purchase of the 86 units, which start at $2.2 million. Michael Saunders & Co. is handling the sales of the condos.

Units will range from one to five bedrooms and 1.5 to 4.5 bathrooms with sizes from 1,800 square feet to 5,200-square-foot-plus penthouses.

The project was formally introduced during a Jan. 27 reception at Marie Selby Botanical Gardens for real estate agents and other interested parties, which featured a panel discussion with the project developer, architecture and design partners. 

Also on the stage was Amanda Nichols of Hilton, the luxury brand manager of Waldorf Astoria and Conrad Hotels.

“Why Sarasota and why this team? Waldorf Astoria demands a team that can deliver world-class design and really execute to uphold that legacy,” Nichols said. “This is a team that we couldn’t be more proud to have them represent our brand for decades. We’re so incredibly excited about this and incredibly excited to bring the brand to Sarasota.”

As for Sarasota, she likened the city as a culturally rich location matching the likes of Waldorf Astoria’s targeted markets. “I think it’s a wonderful addition to the brand.”

Development partner WMG acquired the property in 2023 for $24 million. In addition to the residential component, at the street level will be 42,000 square feet of Class A commercial space.

What are branded residences?

Waldorf Astoria Residences Sarasota isn’t the city’s first branded residential community. Luxury hotel brands dominate the growing global sector of affluent condos and even single-family communities. 

Waldorf Astoria joins Ritz-Carlton Residences, for which developer Kolter-Urban is building its second tower in The Quay; Rosewood Residences, which developer The Ronto Group is nearing completion on Lido Beach; and St. Regis on Longboat Key.

According to industry website Hospitality Insights, in 2025 there were more than 700 branded residences globally with an equal number underway. And not just hotel brands are advancing the trend. Joining in the movement are luxury car brands such as Porsche, Bentley and Aston Martin as well as high-end fashion and food and beverage brands.

According to Hospitality Insights, “Branded residences are residential properties tied to a brand. They allow residents to live out the lifestyles of their favorite brands, with the main value proposition being an unparalleled service level — the ease of a hotel-like living experience extended to everyday life. These signature-branded environments are in prime locations, hosting beautiful design and architecture.”

Waldorf Astoria Residences Sarasota is designed by ODP Architecture & Design of Hollywood, Florida, and interiors by Workshop/APD of New York City. The landscape architect is DWY Landscape Architects of Sarasota.

“I think every developer in the world would dream about doing the project like where the Zenith is currently located,” said Sadeth Omar of Jebcore Cos. and its partnership with WMD, which had been searching for a site in Sarasota. 

“From the moment we purchased this property, our intent was to build upon the property’s legacy and ensure we could be part of its story,” WMG President and CEO Curt Frost said in a news release. “Waldorf Astoria represents the pinnacle of elegance and service, and bringing this to downtown Sarasota allows us to advance the city’s rich narrative with something enduring, meaningful, and true to place. 

“This project will not only be architecturally iconic, but it will also be a proud chapter in Sarasota’s future for generations to come.”

Amenity package

Of the 50,000 square feet of interior ad exterior private spaces, 20,000 square feet of interior amenities include:

• Waldorf Astoria’s signature Peacock Alley Lounge.
• Fitness and pilates studio and spa.
• Movie theater lounge.
• Golf simulator.
• Conference room.
• Guest suites.
• Children’s room and teen gaming room.

Outside on the seventh floor, residents will be able to enjoy three-fourths of an acre of landscape park that includes:

• Resort-style pool.
• Cold plunge and hot tub.
• Recreational lawns and landscaped gardens.
• Residents will also have access to a Rolls-Royce Cullinan house car and private golf cart service and a day yacht.

What is the Zenith building?

Built in 1972, the 12-story former Zenith Insurance tower ushered in the era of the modern high-rise development in downtown Sarasota. At the time it replaced a two-story neoclassical brick building that was home to Badger’s Drug Store. Located at the Five Points roundabout, its monolithic design is generally regarded as unbecoming of the modern redevelopment that surrounds it.