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Jimmy Buffett is Opening a Retirement Community for Tequila-Swigging Olds

Jimmy Buffett is perfect for this kind of project.


Beloved singer, songwriter, and beach bum Jimmy Buffett is a serial entrepreneur as well as the world’s leading authority on being old, bronze, and youthfully carefree. And now he’s going to bring that knowledge to his an increasingly breathless public. Buffett is opening his very own retirement community, dubbed Latitude Margaritaville, because he can. Buffett, who has masterfully managed his “cool dad” brand, has partnered with Minto Communities, a housing developer in Florida, on the project, which will create homes for those “55 or better.”

The development will contain around 7,000 units and the whole project will cost something in the vein of one billion dollars. The medium-sized houses will be anywhere from “the very low $200,000s to $350,000,” each. This is all to say that no one will be wasting away in this particular iteration of Margaritaville. 

The announcement, while moderately funny, is actually not a huge surprise. On top of being the exact kind of 71-year-old who just wants to party and chill all day, Buffet has built a branding empire and refined a very specific approach to marketing that seems to work on a group of people that is about to hit retirement. The shoes-off sentiment of his songs resonates and lionizes a highly merchandisable lifestyle. To that end, Buffet has already put his brand on….

Just to name a few things though:

  • Landshark Lager.
  • The Margaritaville Cafe restaurant chain.
  • The Cheeseburger Palace restaurant chain.
  • Margaritaville Casinos in Biloxi, Mississippi and Atlantic City, New Jersey.
  • Margaritaville Tequila
  • The Margaritaville clothing line.
  • The Margaritaville Frozen Concoction Maker, which is a blender.
  • Paradise Key Teas, a line of flavored iced teas.
  • Radio Margaritaville, Buffett’s satellite radio station.
  • Margaritaville Footwear.
  • Margaritaville Cargo, a company that makes frozen drinks and tailgating accessories.
  • Last Mango Stables, a horse racing owners group Buffet co-owns with NFL player Drew Brees.
  • Two dozen studio albums, one of which is called, lest we forget, License to Chill.

Unlike a lot of other businessmen who put their brand name on just about everything, Buffett’s business adventures don’t seem to have diminished the power or draw of his name. While it may sound corny to some, there will likely be more than enough grandparents to fill Latitude Margaritaville and whatever town Buffett creates next (the name of which will presumably be a play on the word “paradise”).