SPOTLIGHT

Nick Cassini

By Daniel J. Bollinger

Nick Cassini, of IMI Worldwide Properties, has more than 12 years of experience leading sales strategy for some of the most well-known developments. Unbeknownst to many, Nick’s background is just as vibrant as his career and the destinations he helps represent. After spending five years of playing professional golf, Nick started with IMI as a sales executive. That was 2006. Since then, he has become a trailblazer at leading the sales strategy for most well-known private communities and destinations.

Today, as a president at IMI, Nick focuses on managing the daily operations of all projects. Maintaining his profound respect for each destination, Nick leads relationships with developers, manages and trains sales executives and directors, and executes the sales and marketing strategy for each project.

IMI Worldwide Properties utilizes a seamlessly integrated and highly-successful process that results in consummate market price and absorption increases. I had a chance to catch up with Nick to discuss all things IMI and his familial ties to some of New York’s most-remembered luminaries.

Since you have been in marketing, what changes have you seen?
The basics remain the same: we have to create vision, brand, value, and awareness for the development. But, the media in which the message is communicated has changed over the years. Technology and accessibility have reshaped most industries, and ours is not exempt. These changes bring great opportunities if we strike a balance with the classic principles of the past and the possibilities in the exposure of the now and future. As people and markets change then, of course, marketing changes. How we approach a market, especially with experiential marketing, needs to be very intuitive.

What new ideas/developments do you see in the luxury real estate market today?
Many of the newer developments are centering on specific experiences, interests, activities, amenities that appeal to key lifestyles. New developments can’t just offer the old set of amenities: tennis, golf, and swim. It’s essential for new developments to include more original programming around health and fitness, as well as unique food and beverage offerings, such as organic farm to table options. There is a lot more activity and wellness incorporated in the luxury real estate market of today.

One trend that I see these days is sustainability and eco-designs that incorporate sustainable energy (wind, solar) and energy efficiency (LEED). Does IMI have any projects with these themes in mind?
Yes, certainly. Responsible development surrounding eco-friendly, sustainable living and preservation are important to most of our clients these days. For example, in our newest Four Seasons Resort offering in Caye Chapel Belize, the developer is very conscious of making all efforts to use as many sustainable and environmentally-friendly options as possible, while still delivering the highest quality of product.

What makes IMI Worldwide Properties unique?
IMI Worldwide Properties specializes in resort destination locations and typically begins the sales process much earlier than an ordinary sales and marketing firm. We’ve done this for a long time and can provide much insight that a developer wants at the forefront of development—before the construction and sales process starts.

How does that translate into your services?
IMI provides a wholly integrated approach to sales. From design through to closing- we can manage every single detail along the way.

Of all the developments IMI Worldwide Properties represents, is there one that you want to call attention to right now?
A unique property, one that I find a privilege to contribute to, is Four Seasons Resort and Residences Caye Chapel, Belize. It’s such a dynamic setting. It’s a private island in the heart of Belize’s largest marine sanctuary, on the edge of the UNESCO World Heritage Belize Barrier Reef. So, it’s rich with natural wonders and, at the same time, it has this spectacular cultural vantage point. It has the historical Maya influence along with Caribbean charm. That creates a very warm, but mysterious vibe.

Out of the properties that you’ve represented, have you lived at any? If so, what about living in those destination(s) stood out the most?
Yes, I have. I’ve lived in Anguilla, Cabo San Lucas, and Sea Island to name a few. I have a home base in Atlanta, GA so it’s easy for me to fly anywhere worldwide, which I do a lot. The common factor that stands out with all of those locations is that each is in a beautiful part of the world. There’s something special about each of these places, and I have been lucky to enjoy those aspects as daily life. There aren’t many bad options in this industry as far as working on location goes!

What’s one of your proudest accomplishments?
Outside of family, looking back, many of my proudest moments involve the sport of golf. One of the most momentous accomplishments was being selected for the 2001 U.S. Walker Cup Team. Representing my country to compete alongside and against some of the world’s best golfers will always remain a pinnacle achievement.

I understand you have some pretty impressive familial ties to New York. Your dad, Hearst columnist Cholly Knickerbocker/Igor Cassini, popularized the term jet-set. Tell us more about your family background.
My father Igor “Ghighi” Cassini lived quite a vibrant life. He did so many things that seem fantastical that it’s hard to believe his stories—but they’re true! He did live in NYC for a while and was a well-known writer using the pen name Cholly Knickerbocker for his column. It’s also true that he coined the term jet-set. My father’s brother, Oleg Cassini, also chose NYC to be his home, where he remained throughout his life. Both he and my dad represented a bygone era. They were so different than anyone I meet or see these days. Their story stems from Russia through Italy and eventually to the United States of America.

For more information on IMI Worldwide Properties and Nick Cassini, visit imiliving.com.