brand aspiration
Posted by Shirley Brady on June 23, 2010 09:30 AM

Disney is getting into the luxury residential business. Billed as "a world of access and privilege," its planned Golden Oak resort development at Disney World in Orlando has started selling lots designed to serve as family getaway homes, priced between $1.5 million and $8 million.
The reason, in a still-soft economy? "The affluent market is an area where we haven't offered a lot of product," says Matt Kelly, VP of Disney resort real-estate development, to the Wall Street Journal.
The gated community of 150 lots will offer homes designed by Disney's Imagineering team, although buyers must pay for architects and builders to execute the plans, and adhere to Disney's strict guidelines.
In return, residents will have access to a club house and concierge-arranged VIP access at Disney World, and the largest Four Seasons hotel in North America, which will include an 18-hole golf course. About 50% of the property, which was previously two golf courses, is being set aside for wetlands and conservation areas.
Want to take a peek? Click here for a photo gallery and here to reserve yours, with a $25,000 deposit. As for the Golden Oak logo, can you spot the hidden Mickey Mouse?
The Golden Oak name, meanwhile, isn't new to Disney: it replaced McDonald's at Disney World with a Western-themed fast-food stand using the moniker, which also graces its studio facility in California.