The Pinehills
by Glenn RittThe Pinehills is a major story unto itself. More so, it’s a dramatic reflection of a rapidly changing economy and population that is rewriting the town of Plymouth – and beyond.
Begin with the fact that it is the largest new commercial and residential mixed-use community in all of New England and the second-biggest taxpayer in Plymouth behind Entergy, contributing $7.5 million a year in net local property taxes – and soon to represent $1 billion in assessed tax value.
The town receives revenue not only from The Pinehills, but also individually from its thousands of residences – as well as some companies that own their own property around the Village Green.
Its three world-class golf courses – a fourth is allowed – have had a profound impact on the entire golf economy south of Boston, with Cape Cod courses in particular feeling the sting of this new competition for players.
The 1,100 residences currently occupied at The Pinehills represent only about a third of all planned homes, with the likelihood of even more via acquisition of contiguous land. Meanwhile, 100,000 square feet of commercial space has been developed to date – with a plan for more growth in 2008, featuring a grocery market and more retail space.
To appreciate the potential of The Pinehills, consider the demographics of the South Plymouth area.
In 1990, the population within a 20-mile radius of The Pinehills was 268,502. Today, it is 331,620. It is projected to reach 365,662 by 2016. Household growth is equally impressive. The 93,749 households of 1990 will reach 130,563 by 2016.
These numbers come even as the rest of Massachusetts is facing flat or declining populations.
Beyond the sheer growth of residences is the income they represent, injecting money into the local economy. Median household income in Plymouth County 16 years ago was $41,344; it currently is $66,737 and will reach $73,000 by 2011.
All this is potential good news for The Pinehills, along with the fact that those ages 35 to 54 represent the largest percentage of the local population. They also are the age groups with the highest median household incomes, reaching more than $80,000.
That translates into spending.
Research for The Pinehills, developed by AGS Databases, indicates that the average household in South Plymouth spends about $60,000 on consumer goods, including more than $9,000 on food and beverage, $3,400 on entertainment, $3,000 on household goods and equipment; and $1,600 on gifts.
When it comes to the science of psychographics, this population is described most often as “affluent suburbia,” “upscale America,” and “small-town contentment” with a smattering of “metro fringe.”
This money is why Exits 5 to 7 on Route 3 have spawned giant retail development so rapidly and why Wareham Crossing has opened within miles of The Pinehills at the intersection of Route 28 and Route 25.
Overall, the number of business establishments within a 20-mile radius of The Pinehills is nearly 14,000, employing 104,000, as more people manage to work and live within the region instead of commuting to Boston.
Consider too that as baby boomers retire, the town of Plymouth is rated the fourth most attractive golf retirement region in the nation, behind only Aspen/Vail, Colorado; Kona, Hawaii; and the Austin, Texas, area.
That rating, published by Business Week last winter, relates to more than golf. It includes access to airports, hospitals, arts and culture, and other scenic and recreational facilities – as well as cost of living.
Responding to the demographics
All this is very much in focus for John Judge, president of The Pinehills, who prior to this job spent much of his professional life in public service – an appropriate background for someone helping to create a small town inside a very large one.
It’s easy to lose sight of The Pinehills’ scope. It spans more than 5 square miles; but that can seem pretty tiny among Plymouth’s 103 square miles. Yet, by itself, The Pinehills is bigger than the town of Belmont or city of Somerville.
Ten different home builders are constructing residences ranging in price from the mid $300,000s to $3 million and up, with everything in between. The Village Green represents an eventual 220,000 square feet of retail, with the remaining 1 million square feet serving office and commercial clients – including potential corporate headquarters.
Construction is just beginning for a 13,000-square-foot full-service, fresh-foods grocery store that should attract customers from miles beyond The Pinehills. It will join a racquet and fitness center open to the public, as well as 16 other commercial and retail establishments currently populating the Village Green.
They include a flower shop, wine and spirits shop, TD Banknorth branch, Hollis Insurance Agency, Cozby & Bruno CPA firm, a dermatology practice, café, law office, U.S. post office and even a computer-automated branch of The Cleanist that lets customers retrieve dry cleaning 24 hours a day.
The Pinehills’ retail vision is one counter to the big-box and nationally branded stores right up the highway, said Judge. “One of the things that has been the hallmark of The Pinehills has been how well it has responded to the lifestyle needs of its residents and residents of Plymouth as a whole. The Village Green is critical to that vision. It has to be the center of village life – not only shops and services, but jazz festivals, arts shows, and winter and seasonal events.”
Then there is golf. Nationwide, the golf frenzy brought on by Tiger Woods a decade ago has slowed in recent years, while a glut of courses across Southeast Massachusetts have hurt individual courses throughout the region.
But The Pinehills’ courses – new and impressively designed by the likes of Jack Nicklaus – seemingly have transcended these negative trends. They continue to grow in terms of players and members, with all major tournament dates already booked for 2008.
Who lives at The Pinehills?
Residents at The Pinehills range in age from their 30s and 40s to their 70s, with the average age of a Pinehills resident at about 50. Nearly nine of 10 continue to work full time; many demand home offices to complement their commuter lifestyle. Some find the location perfect because they are sales managers or executives responsible for regional or New England territories and enjoy access to two major airports.
There are many commuters to the metro Boston area, somewhat influenced by the proximity to the Kingston-based transit spur.
Only about two percent of the residences there represent second homes. About one in every 10 buyers comes from Cape Cod, said Judge. About 21 percent of buyers are from out of state (it markets as far as Hawaii). That makes The Pinehills very much an alternative life style for those who already have roots in Massachusetts, observed Judge.
Meanwhile, virtually everyone living at The Pinehills can be assured that at least one view from their home will be facing open space. Overall, 900 of the 3,000 acres there are developable, explained Judge. It’s not just because of the environment. “The 70 percent of open space, including the golf courses, provides the spectacular views that translate into market value,” said Judge.
“The fastest-growing home buying population nationally is single women” said Judge. They represent about 18 percent of all homeowners. “We recognized that early on,” adding that it makes sense given the security, services and access of The Pinehills.
In marketing nationwide, The Pinehills has had the advantage of substantial publicity, receiving a bevy of professional awards from organizations such as the National Association of Home Builders for best master planned community, best landscape design and best smart growth communities, Judge noted.
Dealing with the current housing downturn
“The phrase I hear over and over from buyers is, ‘I wish I hadn’t waited so long,’” said Judge. He hopes that this sense of time – especially among baby boomers – may offset the nationwide housing downturn that has slowed sales during 2007.
The currently completed 1,100 homes represent a pace somewhat ahead of original projections. At the same time, over the last two years, the pace of sales has slowed. Those intent on moving to The Pinehills find themselves stymied because of the time it is taking to sell homes elsewhere, Judge noted.
Through the first three quarters of 2007, about 104 homes have been sold, with a very high percentage of cash sales. This compares with annual sales 100 homes at the same point last year.
The 10 homebuilders at The Pinehills are adjusting construction schedules in response to the slowdown. Spec construction is virtually nonexistent in this market, with 95 percent of all homes within The Pinehills sold prior to occupancy.
“We worked very carefully to begin adjusting the pace of construction two years ago, anticipating the slowdown,” said Judge. “It was the smart thing to do economically. Compared with what we see around us, we are comfortable with pace of sales. We should be back to historic levels as the market comes back.”
On the commercial/retail front
The Pinehills is banking on becoming the anti-big-box location for the entire 20-mile radius around its borders. “We feel very strongly in a more manageable shopping experience, one with diversity and intimacy,” said Judge.
That philosophy is embodied in the relatively unique way the U.S. Post Office is designed with couches and open, indoor access to the adjacent Café Olio. “I can’t tell you the number of times people go from picking up the mail to meeting friends or a colleague for coffee. Again, it all responds to the human dimension,” he said. “It eases people’s ability to interact and enjoy.”
Michael Babini, director of commercial development, adds: “When we talk with prospective retailers, we want to know if they have that same philosophy and mindset of personal service. What can they bring to the Village Green that adds value to that experience? “
He anticipates the arrival soon of casual, semiformal and formal restaurants, as well as a beauty salon, a bookstore and at least one other regional bank. A hotel could also be in the near future – especially if plans become reality for a Hollywood-like studio complex amid some 400 acres of town-owned land nearby.
Developers of the proposed studio have visited The Pinehills several times, Judge reported. “If Plymouth can attract a new industry like that, there are great possibilities for the whole region,” he said. “It will generate the need for housing and services – everything from caterers to tradesmen to executives. In this instance, it would be an industry that doesn’t even exist now, bringing a whole new level of expertise and investment to southern Plymouth.”
That possibility is consistent with The Pinehills’ vision for its own commercially zoned land. Judge envisions modest-sized corporate headquarters and even campuses, where executives and managers can combine work, home and recreation while being close to air and train transit.
Meanwhile, remaining retail development will come mostly with second- and third-story offices for commercial clients. Rents will be competitive, Babini said, although expect some premium due to location. “Because it is new construction with ample parking, it should be a little more expensive than downtown Plymouth,” he said. “It’s a very different environment with a cost associated with that.”
When it comes to retail, the keyword is “independent,” although there may be room for regional – if not national – brands.
Looking ahead
“We are at an exciting time for Plymouth and its growth,” said Judge, and The Pinehills is just one part of this growth. “What the town of Plymouth has been doing over past several years is expanding and growing its tax base. I think the town has done an excellent job managing that growth, and it is continuing to talk daily about how it needs to organize itself and its growth over the next five to 10 years.
“I don’t see any issues that are different from what any town faces as it grows. There always will be a healthy tension between open space and development; about how the commercial tax base can help the residential one; about the impact of growth on schools and traffic,” he added.
“I think Plymouth is well equipped to address those issues.”
Published in Plymouth County Business January 2008
Glenn Ritt Glenn Ritt is editor and co-publisher of Cape Business Publishing LLC. He is the former publisher of Cape Cod Community Newspapers and editor of The Bergen Record in New Jersey. 
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