What's Finally Rising Where the Executive Club Used to Stand

For the better part of three years, the lot at 3300 Gulf Shore Boulevard North sat behind a construction fence and did nothing in particular. No cranes. No sales trailer. Just cleared ground where a four story condominium called the Executive Club had stood since 1969, torn down in 2023 and then, by every visible sign, forgotten.

Anyone who bikes the loop to Moorings Beach Park or drives north to Venetian Village passed that fence often enough to wonder what was actually happening behind it. The honest answer is that very little was happening, and the reason took longer to explain than the demolition crew did.

The Gap Nobody Talked About

The site did not sit idle because nobody wanted it. It sat idle because of what it cost to want it. According to Kolter Urban's own announcement, the developer acquired the 3.07 acre parcel for $92.5 million in early 2025, roughly a year and a half after the Executive Club came down. That is the land alone, before a single foundation piling went into the ground.

Divide that number by the 51 residences Kolter Urban plans to build across two towers, and the land cost alone comes to about $1.8 million per unit, before construction, design, or finishes enter the picture. That is the kind of number that explains a slow start better than any zoning delay could. A parcel priced at that level does not change hands quickly, and it does not get built on until the financing, the architecture, and the market all line up at once.

The Timeline, Laid Out

Even Kolter Urban's own timeline slipped. The company's October 2025 release said construction would begin that same month. The groundbreaking celebration did not happen until January 29, 2026, three months later, reported at the time by Gulfshore Business alongside a handful of other Naples projects breaking ground that same week. More than four years, start to finish, from teardown to a targeted delivery of late 2027, for a project that will hold just 51 homes. That pace says something about how carefully a project has to be sequenced on a bay-to-Gulf lot this size, seawall work, foundation engineering, and permitting all stacked in order rather than run in parallel.

What's Actually Going Into the Ground

By this summer, the seawall reconstruction along the property's perimeter was complete and crews had moved into deep foundation work, with BCBE Construction driving pilings ahead of vertical framing later this year. The finished project will be two eight story towers, an east and a west, designed by Naples-based MHK Architecture, holding 51 residences with floor plans expected to range from roughly 2,000 to more than 7,500 square feet, including several full-floor penthouses.

The marina is the detail most Moorings residents will actually notice from the water. It is planned for approximately 16 slips accommodating vessels up to 50 feet, opening onto Doctor's Bay, connected to the broader Moorings Bay system that reaches open water through a single inlet. The City of Naples confirms that Doctors Pass, flanked by boulder jetties, is the only connection between Moorings Bay and the Gulf of Mexico. Every one of those 16 new slips, like every dock already in the neighborhood, will rely on that same narrow inlet to reach open water. The marina adds capacity to the bay. It does not add a second door out of it.

The Other Waterfront Story on the Same Street

Here is what makes this particular stretch of the Moorings worth paying attention to right now. A few blocks from where one buyer wrote a check for $92.5 million just for the dirt, the neighborhood's own shared waterfront access spent nearly two years being rebuilt with money the residents raised themselves.

Hurricane Ian came ashore as a Category 4 storm on September 28, 2022, and its surge tore through Moorings Beach Park, the private, resident-only stretch of sand that the Moorings Property Owners Association has maintained for decades. According to the MPOA's own account of the recovery, nearly four feet of sand buried the parking lot, and damage to the tables, benches, bike racks, landscaping, showers, signage, and the park's Mobility Porch ranged from extensive to total loss. The Association moved through three phases: emergency response in the first weeks, stabilization by that November, and a longer restore-and-renovate phase that ran into 2023 and 2024. Members contributed $178,000 in donations to help fund the work, and by the summer of 2024 the park was fully restored, with a renovated Mobility Porch, new pathways, expanded seating, and new plantings.

The physical rebuild finished in 2024, but the bill did not close there. To replenish what the reserve fund had spent, the MPOA implemented a $500 Beach Park Restoration Assessment on top of its standard $200 annual dues, payable in full or split across the 2024 and 2025 seasons. So while one buyer secured three acres of Gulf Shore Boulevard frontage for $92.5 million, the neighborhood's own communal beach access came back from a storm one $500 assessment at a time.

That is the contrast worth sitting with if you live here. Two very different price tags for two very different kinds of waterfront access, both visible within a few blocks of each other on the same walk to the water.

A Quick FAQ

What was on the 3300 Gulf Shore Boulevard site before construction started? The Executive Club, a four story condominium built in 1969, was demolished in 2023, well before Kolter Urban acquired the land.

When is the new project expected to be finished? Kolter Urban is targeting completion by late 2027, more than four years after the original building came down.

Is Moorings Beach Park fully rebuilt after Hurricane Ian? Yes. The MPOA's own history confirms the physical restoration was complete by the summer of 2024, though a related assessment to rebuild the reserve fund that paid for it continued through 2025.

If you have driven past that fence on Gulf Shore Boulevard and wondered what was finally taking shape, or if you are simply the kind of Moorings resident who likes knowing the story behind the changes on your own street, this is the kind of ground-level detail worth having before the towers ever break the skyline. Danan Delsing tracks these shifts as they happen, not after they are finished. Let's connect if you ever want a closer look at what else is changing along the water here.