Wow, that promo video was horrible. Good luck attracting millennials with that garbage. Seems more like a place you would send your aging parents/grandparents.
I think they know their marketplace. This isn't some gritty district in Brooklyn (NYC), this is Jacksonville, where millennials have tended to occupy suburban gated apartment complexes with names that invoke images of green meadows and waterways. Branding this new in-town neighborhood as having a resort quality is how you appeal to all ages of the Jacksonville residential marketplace. Perhaps that will change over time, but for right now, that's the way it is. I wish them tons of success, and am pleased and impressed that Peter Rummell, at nearly 70, still wants to invest the energy in pulling together a legacy-building project for Jacksonville's core.