In our latest instalment of Expert Voices, Jason Payne, CEO and Founder of BRESI, speaks with Cameron Avery, Real Estate Sales Director, for Rocco Forte Private Villas at Verdura Resort, about the vision behind the development and what it means to bring branded residences to Sicily for the first time.
The conversation covers Sicily’s growing appeal to international buyers and the attraction of owning a private villa at Verdura Resort, with both completed villas and off-plan properties available. Cameron explains what Rocco Forte brings to the residences and the advantages of buying into an established, fully operational resort, where hospitality, facilities and services are already in place.
He also explains how the flexible rental management programme gives owners complete control over when and how they use their homes, allowing them to balance personal use with the opportunity to generate rental income.
JP: Cameron, it is good to talk with you today. Could you tell us about yourself, your background, and who is behind the development of the project?
CA: Thanks for having me, Jason. My background has always been in the real estate sector, although prior to moving to Italy, my experience was in commercial real estate, where I held property and asset management roles in Auckland, Sydney and London
Since arriving in Italy in 2015, I have transitioned into the luxury residential real estate market, immersing myself in what I consider to be an incredibly diverse, fascinating and dynamic sector. It is a market that I have developed a genuine passion for and one I feel fortunate to be part of every day. Over the past decade, I have had the privilege of visiting and working with some of Italy’s most iconic and historically significant estates and properties, experiences that have given me more than a few ‘pinch-me’ moments.
Today, I am equally excited to be representing what I believe to be one of Italy’s most compelling residential developments. As Real Estate Sales Director for Rocco Forte Hotels, I am responsible for the sales activity and strategy relating to the brand’s first residential development at Verdura Resort in Sicily.
JP: Could you give our readers an overview of Verdura Resort?
CA: Set along Sicily’s beautiful southwest coast, Verdura Resort brings together contemporary luxury with a strong sense of Sicilian identity. Spanning 230 hectares and boasting an extensive private coastline, it occupies a truly exceptional setting between the UNESCO World Heritage Site of the Valley of the Temples and the charming historic port town of Sciacca.
Situated in one of the island’s most authentic and relatively undiscovered regions, the location is quite simply magical.
The hotel itself offers 203 rooms and suites alongside the exclusive collection of Rocco Forte Private Villas – the first branded residences for Rocco Forte, and the first and only branded residences in Sicily.
The two award-winning 18-hole championship courses designed by Kyle Phillips, both running alongside the coastline, have put Verdura Resort on the map as one of Europe’s leading golf destinations, but there are a host of wider health and fitness amenities too, including tennis and padel courts, basketball, watersports and of course the resort’s beautiful private beach
The 4,000 sqm Irene Forte Spa is also a real highlight, which takes a holistic approach to wellness and offers treatments inspired by local ingredients and Mediterranean traditions. Dining is another important part of the experience, and the resort’s eleven restaurants and bars offer something for every occasion. There’s relaxed beachside dining, through to fine dining, but all have a strong focus on local Sicilian produce and flavours.
JP: What would you say is attracting international visitors and property buyers to Sicily, and how does it compare with other established destinations in the Mediterranean?
CA: Sicily is enjoying a particularly exciting moment right now. The island has always had so much to offer – rich history and culture, incredible food and stunning scenery and coastline – but now, there’s a growing international understanding of what makes it quite so special.
Compared to some of the more established Mediterranean destinations, Sicily still feels a little ‘undiscovered’ in a certain way. There’s an authenticity, charm and strong sense of identity that can be harder to find elsewhere.
From a property perspective, the opportunity is quite unique. Rocco Forte Private Villas at Verdura Resort represent Sicily’s first and only branded residences, giving buyers the opportunity to enter a market that is still very much in its infancy. There is very little else, either on the island or in Italy in general, that offers a comparable proposition or the same combination of lifestyle, quality, service and brand pedigree”
Importantly, buyers are acquiring much more than simply a beautiful home. They are buying into the Rocco Forte brand and the exceptional lifestyle, service and experience that come with it, while also securing a property in a destination with considerable potential for growth.
With tourism continuing to develop and infrastructure investment improving connectivity both with mainland Italy and across Europe, I believe Sicily has a very exciting future ahead.
JP: Branded residences are rare in Italy compared to the rest of Europe. What were the key reasons behind bringing Sicily’s first branded residences to Verdura, and how has the market reaction been?
CA: Verdura Resort felt like a natural choice for Rocco Forte’s first branded residential project. The resort already had many of the ingredients that make branded residences a success – an exceptional location, an established hospitality and service offering, and a base of loyal international clientele that already know and love the brand.
We’ve been able to bring something entirely new to the Sicilian property market and in a way, to the Italian property market too. The opportunity to introduce the island’s first branded residences was one we felt was simply too compelling to pass up, and the market’s response has reinforced that conviction.
The concept has resonated particularly well because of its distinctive proposition: the opportunity to enjoy genuine private ownership while benefiting from the reassurance, consistency and exceptional standards associated with an internationally recognised hospitality brand. It’s a combination that is still relatively rare in the Italian market, and one that we believe holds enormous appeal.
JP: Branded residences bring a lot of extra complexity to luxury real estate development, how have you found the experience?
CA: We are actually quite unique in this respect, as the residences were developed as a later addition to the resort rather than being part of its original development.
Verdura Resort first opened in 2009, with the private residences following more than a decade later, and this has created a significant advantage for buyers. Rather than purchasing into a future vision, as is often the case with branded residential developments where both the residences and wider hotel facilities are still under development, buyers at Verdura have the benefit of seeing and experiencing firsthand exactly what they are buying into.
The resort is already well established, fully operational and has a proven track record.
We believe this is a particularly important point of difference. It gives buyers a much greater level of confidence and reassurance, knowing that the lifestyle, facilities and services they are investing in are already there to be enjoyed, rather than simply promised for the future.
JP: What does the Rocco Forte brand bring to the residences and the wider resort experience, and how does its involvement benefit owners?
CA: I think the biggest things are trust, track-record and pedigree. Our owners are already familiar with the Rocco Forte brand and what that means. They know the level of service and attention to detail they’ll experience. It’s also about the experience itself. Owners have access to everything that makes Verdura Resort such a special place, from the world-class golf courses and Irene Forte Spa to how thoughtfully the wider programme of activities and experiences has been curated.
The resort is constantly evolving, with new experiences and opportunities being introduced, and owners are able to enjoy that as part of their lifestyle.
JP: My understanding is that there are both completed and off-plan Rocco Forte Private Villas available for purchase. Could you tell me more about the options available?
CA: There’s currently a selection of both completed and off-plan villas available. Villas take their inspiration from traditional Sicilian architecture, but with a more contemporary feel. Each offers the best of indoor-outdoor living, with generous open-plan living spaces, landscaped gardens and private swimming pools. And of course, views!
The villas are ideal for families and groups of friends with the full collection comprising three- to seven-bedroom properties, providing a wide range of sizes and layouts.
JP: What services, facilities and privileges can owners expect to enjoy at Verdura Resort?
CA: One of the real advantages of owning at Verdura Resort is that the resort’s facilities are on your doorstep. And with such a variety of amenities available, there really is something for everyone.
The award-winning Irene Forte Spa, eleven restaurants and bars, tennis, padel and pickleball courts, and two championship golf courses are all available for owners enjoyment. Private villa owners can also enjoy a thoughtfully curated programme for all ages, featuring a dedicated kids’ club, seasonal sports academies hosted by leading professionals, and experiences that showcase the rich culture and flavours of Sicily.
A two-year golf membership is included with ownership, along with Rocco Forte Friends privileges, offering exclusive benefits across dining, wellness and hospitality experiences.
JP: How have the residences been designed to balance the privacy of a private home with the wider services and amenities of the resort?
CA: That balance is something we’ve been particularly mindful of throughout the project. The villas have been designed to offer the best of both worlds: the privacy and independence of owning your own home, combined with the ease, five-star service and exceptional amenities of an established resort right on your doorstep.
The villas are designed to feel like real homes, not just places to stay, with generous living spaces, private gardens and swimming pools – everything you’d expect from a property of this calibre. The five-star amenities really are a seamless extension.
JP: Who is buying the residences, and which nationalities and international markets are currently generating the strongest demand?
CA: We’ve seen a real diversity in our buyer profile. Some owners spend as much as six months of the year in their villas, making Verdura very much a primary residence, while others visit for shorter periods and take advantage of the Rocco Forte Rental Management Programme when they aren’t in residence themselves.
One common theme, however, is the importance of family to the ownership proposition. Verdura Resort offers such a wonderful environment for families to come together, spend quality time and create lasting memories. It also has an appeal across generations, with something to offer everyone, from younger children through to adults of all ages.
In terms of buyer demographics, demand has been genuinely international, with interest coming from across the globe. However, our strongest markets to date have been the UK, continental Europe and North America.
JP: Is there a typical buyer profile for the project, and are they purchasing the villas as an investment, as vacation homes or as a primary residence?
CA: There isn’t one typical buyer, but they are generally united by a desire to own a residence in an exceptional location, with the benefits and reassurance of an established luxury hospitality brand behind it. For most, it’s very much a lifestyle investment.
They have a home away from home that they can enjoy whenever they choose, with many also appreciating the opportunity to generate rental income through the resort’s rental management programme when they aren’t in residence themselves.
Increasingly, we’re seeing buyers view their villas as more of a seasonal home, with plans to spend two or more months at a time at the resort, rather than simply coming for a week or two. I think this reflects a broader appeal of the proposition and the opportunity to really immerse themselves in the lifestyle that Verdura Resort offers.
Interestingly, many of our owners already have a long-standing relationship with Verdura Resort and have been returning as guests for years. One owner, for example, had been holidaying at the resort for around 15 years before deciding to purchase one of the villas. I think that says a great deal about the strength of the resort and the emotional connection people develop with the destination.
JP: Could you tell me more about how the rental management programme operates, and what options are available to owners when they are not using the home?
CA: The Rocco Forte Rental Management Programme is fully operated and managed by the resort, with the villas forming part of the hotel’s accommodation inventory. Guests staying in the villas enjoy full access to all the resort’s facilities and services, with each residence maintained and operated to the same exacting standards as the hotel itself.
Where we believe our programme really stands apart is in the flexibility it offers owners. Many branded residential developments either don’t offer a rental programme at all or operate under fairly rigid arrangements. We have taken a different approach, developing a programme that is highly competitive, transparent and easy to understand, while recognising that flexibility is fundamental to the ownership experience.
Owners retain control over how much availability they wish to offer and when, allowing them to plan their own stays around their lifestyle and personal commitments, while making their villa available for rental during periods when they are not in residence. This creates the opportunity to balance personal enjoyment with rental income, without compromising the flexibility that comes with owning a private home.
JP: What ongoing services are available to owners to help manage and maintain their properties, particularly for those who live outside Italy for much of the year?
CA: One of the significant advantages of owning at Verdura Resort is that the villas benefit from year-round management and maintenance by the resort, irrespective of whether owners are in residence or away. This includes the ongoing upkeep of gardens and landscaping, pool maintenance, building maintenance and general property care, ensuring that each villa is consistently maintained to the standards expected of a luxury resort.
For owners who may be based outside of Italy, or spend only certain periods of the year at Verdura, this provides considerable peace of mind. They know that their property is being regularly monitored, maintained and cared for in their absence, rather than having to coordinate and oversee everything themselves from a distance.
Importantly, it also means that when owners return, their villa is ready to enjoy, without the usual concerns associated with leaving a second home unattended for extended periods. It is very much part of the benefit of having an established resort and professional management team looking after your home, allowing owners to enjoy the pleasures of ownership without the day-to-day responsibilities that can often come with it.
JP: How is construction progressing across the development, and what are the next key milestones for buyers looking at the off-plan villas?
CA: Construction of the private villas is progressing well, with 21 now completed. It has been a busy season, with strong interest across the different villa categories. This has been one of the reasons behind our decision to bring forward construction of four of our most premium residences, comprising villas with four to six bedrooms.
The decision to accelerate this programme and commit to construction ahead of securing buyers is a strong reflection of our confidence in the project and, importantly, in the quality and appeal of the product we are bringing to the market. It demonstrates our conviction in the project and our commitment to delivering these exceptional properties.
JP: Finally Cameron, what are your priorities for this next phase of the development, and what would you most like prospective buyers to understand about the opportunity to own a villa at Verdura?
CA: One of the real advantages of purchasing at Verdura is the opportunity to enjoy a genuinely seamless ownership experience”.
Having worked in the Italian luxury property market for over a decade, I have seen firsthand that there is certainly no shortage of international buyers dreaming of owning a home in Italy. However, the reality of purchasing and owning property here can often be quite different from the dream itself.
Once buyers find their ideal property, they can quickly be confronted with a whole host of complexities. These might include complicated ownership structures involving multiple family members, building compliance and planning issues, navigating unfamiliar legal and administrative processes, finding trusted professional advisors, overcoming language barriers and even the practicalities of recruiting and managing household staff.
What should be an exciting and enjoyable experience can quickly become quite daunting, particularly for someone managing everything from afar. I have seen situations where these complexities ultimately become overwhelming and lead buyers to abandon a purchase altogether.
This is where the proposition at Verdura Resort is quite different. Buying into an established branded residential development such as Rocco Forte Private Villas removes many of these complexities, both during the purchasing process and throughout ownership. Buyers benefit from an established resort, a professional management structure and an experienced team overseeing the day-to-day running and maintenance of their property.
Ultimately, owners can enjoy all the benefits of having a home in Italy without having to take on the usual administrative and operational responsibilities that can come with it. They can simply focus on when they want to be at the resort, how they want to enjoy their home and spending time with family and friends.
I genuinely believe this represents the future of premium international residential real estate. Increasingly, buyers are looking for more than just a beautiful property in an exceptional location.
They want a complete ownership proposition that combines lifestyle, service, convenience and, above all, peace of mind.
Rocco Forte Private Villas
For more information and to discuss villa ownership at Verdura Resort with Cameron and his team visit Rocco Forte Private Villas
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