Recent positive economic shifts, coupled with the recent partnership by the original developer, Harvard Investments, with The True Life Companies, a California-based development company with a Scottsdale office, are prompting talk of amenity expansion and more products at Talking Rock.
The luxury housing community is just 30 minutes north of downtown Prescott on Williamson Valley Road.
Using a marketing concept called “New American Dream,” sales personnel for Talking Rock will focus upon giving homebuyers rustic appearing, yet exceptionally modern efficient, high-quality homes, available in a variety of floor plans created to suit owners’ needs.
To help create that dream, they hitched varied housing choices to a casual yet sophisticated clubhouse, swimming, tennis and fitness center, and a Jay Morris-designed 18-hole championship private golf course in a gated community.
The surrounding landscape is punctuated with junipers, pinon pines, oaks trees and high country chaparral, massive granite boulder outcroppings and seasonal live streams in ravines.
The crisp blue sky is accented by drifting popcorn clouds.
“It’s everything residents could desire,” said Jim Leisenring, the Prescott-based Talking Rock general manager.
Prior to coming to Talking Rock, Leisenring worked for prestigious properties such as Boulder Country Club in Boulder, Colo., Los Caballeros in Wickenburg, and Desert Highlands in Scottsdale. He also spent time at Granite Bay Golf Club in California.
Leisenring emphasized that Talking Rock is a four-season residential community.
“Our mission at TR is to create a 12-month, all-encompassing living experience. We want to promote a diverse Western lifestyle. Golf is just one of those options,” said Leisenring, also a PGA golf professional since 1992.
Lifestyle options beyond golf include The Barn Fitness Center, with a complete array of workout equipment. It is adjacent to a regulation lap swimming pool, weight room, massage rooms and locker area. Yoga and Pilates classes are routinely offered.
Outside are tennis courts, pickle ball tourney areas, multi-use hiking and biking trails, a community garden and a dog park.
The Ranch Compound is a community gathering spot. It includes The Ranch House, with Morgan’s Bar & Grill, the Horseshoe Hall for casual meals, and the Windmill Room for more formal dining options.
Coop’s Coffee Shop is a casual version of the old-fashioned general store, where residents and guests often meet to grab a beverage, play a game of checkers and pick up their mail at the old-fashioned post office.
Taylor Hamby, a youthful Prescott Valley resident, commutes daily to serve as supervisor for Coop’s.
“This is one of the best jobs I’ve ever had. Management treats us very well, and the customers we get in the store – they are awesome,” he said.
Changes on the Horizon
Given the new partnership between Harvard Investment and The True Life Companies, Leisenring and his colleagues are enthusiastic about future growth.
One of those colleagues, Sales Director Jim Jones, echoed Leisenring in saying, “We’re receiving significantly more inquiries from all over the country. Many, of course, are from nearby California, but plans are being prepped for potential owners from several other states.
“In 2008 and the following years, just like the rest of the country, we really slowed down. But now, given what seems a shift in the economy, we’ve been getting some growth in construction the past couple of years – more rooftops,” Jones said.
He notes that two dozen homes were in design or under construction just this spring.
These observations seem corroborated by data just released by the Arizona State University Economic Outlook Center earlier this month. Those Arizona data indicate the following:
- Employment is up. It increased 2.1 percent in 2013; and likely will climb 2.4 percent in 2014.
- Personal income is up. It increased 2.7 in 2013, and is projected to rise four percent in 2014 and 4.5 percent in 2015.
- Population again is increasing. In 2013, population increased 1.2 percent, and is projected to grow 1.5 percent this year.
“I get a sense that the funnel is beginning to fill again with new people excited to find exciting and rewarding retirement lifestyle different from most others. I think the new energy because of the recent partnership is going to make a big difference,” Leisenring said.
He points out that a reciprocity agreement exists between Talking Rock and the Pine Canyon Club residential and golf community in Flagstaff developed by The True Life Companies.
At present, about 200 TR residences have been constructed. About two-thirds of the current residences are occupied full-time, while the other third are vacation or summer homes.
That leaves a lot of home sites available from the original 1,600 platted. Those sites range in size from one-half to five acres for the buyers.
Jones, the Prescott-based TR sales director, and his team are regularly involved in sharing the “New American Dream” contemporary concept with potential buyers. They emphasize the construction of energy-efficient contemporary homes through the Ranch Cottage concepts, starting at $439,900 to the Cooper Ranch Homes, starting at $544,900. Also available are custom home sites, from one-half to three-quarter acres, starting at $68,800.
Leisenring cited two examples of recent innovations that are attracting new people to Talking Rock. He acknowledges that not all buy property but they take advantage of other TR options. Also, through word of mouth, they tell others of the Talking Rock lifestyle.
“We have one-year associate golf memberships available. The monthly dues can later be applied to the full Homestead membership.”
“We also have a terrific Diner’s Club, where non-residents can pay a $250 annual fee and take advantage of our special casual luncheon or more formal evening dinner opportunities at The Ranch House – Morgan’s Bar & Grill, the Horseshoe Hall or The Windmill Room,” he explained.
He said about 150 Williamson Valley residents take advantage of that membership to avoid driving so far into Prescott for dining out opportunities.
What seems to be emphasized the most at Talking Rock is the “…jeans and slacks lifestyle –casual, relaxed with focus upon quality living experiences in an exceptional environment,” he said.
Among those experiences – the Doggie Derby Days, wine festivals, hiking and biking and live music. Just two summers ago, the Prescott POPS Symphony Orchestra performed a mid-afternoon open-air concert before hundreds of residents and guests.
Indeed, it would seem that diverse seasonal activities in a spectacular setting in Prescott’s generally moderate climate are leading to what Talking Rock executives are calling “The New American Dream.” QCBN
By Ray Newton
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