A South Florida developer is dangling soccer’s biggest prize to sell homes. And it’s working.
The FIFA World Cup doesn’t kick off until June, but at one Miami high-rise, it’s already the hottest sales tool in the building. It also doesn’t hurt that seven World Cup matches are scheduled to be held in Miami, giving these homeowners unprecedented access to the once-in-a-lifetime event.
Domus Brickell Park, a 171-unit condo-hotel that just opened at 1611 SW Second Ave. in the heart of Brickell, is handing World Cup tickets to buyers. Purchase a unit, get two seats to the global tournament. No fine print about price points. No minimum spend beyond the cost of the condo itself.
The gambit has paid off. Roughly 30 units have sold since the promotion launched last fall, and only a few remain.
Lorenzo De Santis, vice president of sales for North Development, said the idea came together last September when his team started doing the math on timing. The World Cup was approaching. Their buyer base was nearly 90% Latin American. The connection was obvious.
“We wanted to boost even more sales,” De Santis told The Post. “So what can we do with FIFA World Cup?”
The psychology behind the offer was deliberate. De Santis says buyers started reframing the entire purchase through the lens of the tournament.
“I’m going to go for free to the World Cup because they’re going to give me the tickets. And also I’m not going to spend money on the nights because I’m going to be able to use my apartment. That is not an expense, it’s an investment,” De Santis said, describing how buyers were thinking about the deal.
The result: roughly 55 to 60 tickets have already been distributed to buyers. The promotion remains live but is burning through inventory fast.
“We have given almost 60 tickets to the buyers. And people are still asking for this promotion,” De Santis said.
Two general admission tickets — first or second round — come with each qualifying purchase.
Buyers can request specific matches, and earlier closings improve the odds of landing a preferred game. With Colombia facing Portugal in a second-round Miami match, De Santis says Colombian buyers have been particularly aggressive about securing that specific ticket.
Ticket values have climbed sharply as the tournament nears. What started at roughly $1,500 per seat is now pushing higher for marquee matchups. Two tickets now run anywhere from $3,000 to upward of $6,000 depending on the game.
Buyers become eligible once a contract is signed and the required deposit threshold is cleared.
Domus Brickell Park is the flagship rollout of North Development’s “FLATS” concept — a hybrid model the company describes as “condo-hotel 3.0.” Buyers own their units outright but can drop them into a rental management program that lists the property across more than 100 booking platforms including Marriott Bonvoy and Hyatt.
“We have the two best things of the two worlds — you have your own unit, but operate it as a hotel,” De Santis said.
The 12-story building was designed by Zyscovich with interiors by Urban Robot Associates.
Units run from studios to two-bedrooms, all fully furnished with premium appliances and quartz countertops. A 4,200-square-foot lobby anchors the property alongside a new flagship location for Ludlow Coffee Supply, which transitions from a specialty coffee bar during the day into a full dinner and cocktail concept at night.
The amenity stack includes a rooftop pool deck with cabanas and a hot tub, a fitness center, a steam room, a gourmet market and a building-wide bike-share program. A proprietary Domus App handles mobile check-ins, digital keys and on-demand services.
North Management, a subsidiary of North Development, handles property management in-house.
Studios start at $600,000. One-bedrooms open around $750,000. Two-bedrooms begin near $900,000. The building began closing units in February and is now sitting at roughly 150 sold with closings ongoing.
“Not only were we able to deliver this project on time and on budget, but we also created an asset that combines luxury and convenience for our buyers, making it incredibly appealing to international investors,” Juan Carlos Tassara, co-founder of North Development, said.
De Santis is frank about the broader upside the World Cup represents beyond the ticket gimmick. The tournament’s arrival in Miami means a flood of international visitors, a surge in short-term rental demand and a months-long spotlight on a city that already commands global attention.
“The promotion is still ongoing until the end of the month,” De Santis said. “We only have 20 units left.”
