The West Palm Beach area will be home to one of the first Porsche private automobile clubs in the United States.
Developers say the project reflects the city's growing status as a destination for wealthy car collectors, luxury brands and financial firms.
The Porsche Design Concours will be a 111,637-square-feet members-only complex that will feature vehicle studios and a clubhouse with co-working spaces, restaurants and even padel courts.
It is expected to open at 2500 North Florida Mango Road, near President Donald J. Trump International Airport, by 2028, once all government approvals are obtained. The company also plans a location in Dallas.
Harvey Hernandez, CEO and founder of Newgard Development Group, said Porsche chose West Palm Beach because
of the area's rapid growing concentration of affluent residents and car enthusiasts.
"Palm Beach and that area of Florida is becoming the epicenter of car culture in Florida," Hernandez said. "I think it's a reflection of who's moving to Florida, and especially in the South, and how they bring their car collections to where they're moving, and now they need the infrastructure to support it."
The project marks the latest luxury concept catering to Palm Beach County's growing population of high net-worth residents and seasonal visitors. It joins other private clubs preparing to open in downtown West Palm Beach, such as Biba Social, a private, members-only club in the now-shuttered Hotel Biba.
What will the Porsche Design Concours feature in West Palm Beach?
The Porsche Design Concours is designed to be more than a place to store luxury vehicles, Hernandez said.
The West Palm Beach location will feature 22 private automotive studios ranging from about 2,700 to 6,000 square feet. The studios will be sold by invitation only.
The studios will be organized in a mezzanine that features not only climate-controlled systems to protect luxury vehicles but also lounge areas with a wet bar.
At the center of the project will be a clubhouse for members to exercise, relax and socialize.
Planned amenities include co-working spaces, restaurants, private lounges, outdoor terraces, event rooms and concierge services. The club will also feature wellness facilities, a spa and padel courts.
Hernandez said the club building is meant for car collectors who may work or unwind there during the day and then host friends in the evening. He added the club will regularly host events designed to bring together car owners with people who share a passion for luxury cars.
"Collectors feel they're not the owners of anything but the custodians of what they collect," Hernandez said. "So sharing is a big part of of the hobby, and we working hard to create the right ecosystem so that sharing can be done."
Porsche's vote of confidence in the Wall Street of the South
Hernandez said the project represents a vote of confidence in West Palm Beach's future and its ability to continue attracting affluent residents and businesses.
"Wall Street of the South — it's happening," Hernandez said. "You see more and more and more private equity and hedge funds and family offices and and and wealth managers all moving right to that area between Boca and West Palm. It's really, really exciting."
Hernandez said the club will serve car enthusiasts already living in the West Palm Beach and those who relocate to the area.
"We hope to provide a solution for that demographic that we think already exists and is looking to move or spend time in the city, so they can they can have something that that can feed their lifestyle really well," Hernandez said.
The West Palm Beach and Dallas projects are the first of other nationwide locations that will create a network of private club destinations for car aficionados, Hernandez said.
Hernandez, who has his own private collection, said the Porsche Design Concours is part of the brand's evolution.
"Every brand evolves, and Porsche is no different," Hernandez said. "They're very careful as to their culture and this particular product is going to reinforce that culture."
Valentina Palm covers immigration and breaking news for The Palm Beach Post. Email her at vpalm@pbpost.com and follow her on X, the platform formerly known as Twitter, at @ValenPalmB. Support local journalism: Subscribe today
This article originally appeared on Palm Beach Post: Another private club eying West Palm, this one for luxury cars | Exclusive
