New price perks make The St. Joe Company’s Watersound Club more tempting for second-home buyers

Edited by ad hoc news Flagship & Bestseller Desk. Reviewed before publication on 06/15/2026 at 6:26 PM ET. Details in the imprint.

The St. Joe Company’s Watersound Club is quietly becoming one of the most important "products" in the real-estate developer’s portfolio, with refreshed membership pricing and a growing slate of Gulf-front amenities aimed squarely at second-home buyers and high-frequency vacationers along Florida’s Scenic Highway 30A. Access to exclusive beach clubs, golf courses and resort pools has turned the private membership into a key complement to JOE’s residential communities such as Watersound Origins and Watersound Camp Creek, effectively bundling lifestyle services with homeownership.

What Watersound Club actually includes

Watersound Club is a private members-only club created and operated by The St. Joe Company that offers access to Camp Creek Golf Club, Shark’s Tooth Golf Course, Watersound Beach Club and a growing list of dining, fitness and resort-style facilities in Northwest Florida. According to the company’s own description, membership gives owners and their guests entry to multiple golf courses, Gulf-front beach club amenities, tennis and sports facilities, pools and curated social programming across JOE’s master-planned communities. The official membership page outlines these core components in detail.

On the golf side, Watersound Club centers on two 18-hole courses: Camp Creek, a Tom Fazio design near Watersound, and Shark’s Tooth, a Greg Norman course on Lake Powell within the Wild Heron community. Camp Creek recently underwent a major renovation adding a large golf practice park, new short-game areas and expanded clubhouse amenities to better serve members and their families. Shark’s Tooth, by contrast, leans into a more traditional wooded-lakeside layout, giving members two distinct playing experiences under one membership umbrella, which JOE positions as a differentiator in a crowded Florida golf market.

Beach access is the second major pillar. Watersound Beach Club sits directly on the Gulf of Mexico with private beach frontage, resort pools, private cabanas, food-and-beverage service and family-friendly spaces for members and their guests. The club effectively solves the "beach access" problem for many inland homeowners in JOE’s communities, allowing them to live slightly off the water while still enjoying a dedicated Gulf-front club. For buyers comparing Panhandle communities, that bundled access can be decisive, especially as public beach access along 30A remains constrained during peak season and parking is limited.

Beyond golf and beach, Watersound Club is expanding into broader lifestyle amenities. Camp Creek’s amenity center now includes a resort-style pool complex, multiple tennis and pickleball courts, a health and wellness facility and casual dining options, positioning the club as a daily-use hub rather than a weekend-only destination. For JOE, this allows the company to market its nearby residential neighborhoods as part of a full-service ecosystem where fitness, social activities and recreation are integrated into a single membership product, blurring the line between traditional country clubs and modern resort communities.

Membership is offered in different categories that generally track with property ownership and usage patterns, from full golf and beach access to more limited social tiers. While specific initiation fees are not listed publicly by the company, local real-estate agents on Florida’s Emerald Coast describe Watersound Club as competitive with other private club options in the region, particularly once the breadth of amenities and the bundled nature with JOE’s communities are factored in. That positioning is deliberate: the club is designed less as a standalone luxury good and more as a value-adding extension of the company’s real-estate product line.

Strategically, Watersound Club helps JOE capture recurring membership dues alongside one-time lot and home sales, adding a services layer to what has historically been a land- and development-heavy business model. As more of the company’s residential communities reach critical mass, the club can scale its membership base without the need for proportional land purchases, giving it an asset-light growth lever relative to large-scale new developments. Management has highlighted club and resort operations as one of three core segments, alongside residential and commercial, underscoring how central offerings like Watersound Club have become to the company’s growth narrative. Recent company communications emphasize this shift toward recurring resort and club revenue.

For property owners and prospective buyers, the club’s evolution means more of JOE’s communities will be marketed with an integrated lifestyle proposition: buy a home in a master-planned neighborhood and tap into a web of beach, golf, fitness and social spaces via a single membership. That bundling could support premium pricing for lots and homes while also encouraging longer stays and higher per-visit spending across the company’s hospitality network, from on-site restaurants to nearby hotels operated under brands such as Margaritaville and Hilton in partnership with third-party operators.

Watersound Club’s rise also gives JOE an intangible benefit: brand stickiness along a stretch of the Florida Panhandle that is seeing healthy competition from independent builders and smaller developers. A homeowner who has already integrated a club membership into their family’s routine of beach days, golf rounds and social events is less likely to switch to a non-JOE community with fewer shared amenities. Over time, that stickiness could support more stable occupancy and resale dynamics inside JOE’s master-planned neighborhoods, an important factor for both residents and the company’s long-term planning.

Within The St. Joe Company’s broader strategy, Watersound Club has emerged as a flagship lifestyle offering that connects the dots between residential development and resort operations in a high-growth Gulf Coast corridor. The St. Joe Company’s shares (ISIN US8033721097) traded on the New York Stock Exchange at $63.72 on 06/13/2026, reflecting investor attention on how well club and resort products like Watersound Club contribute to the company’s recurring revenue stream. NYSE market data for JOE provides the latest trading details.

This article was a.i.-assisted and editorially reviewed. Product information without warranty; prices and availability may change at short notice. Not investment advice and not a buy or sell recommendation. Trading involves risk up to and including the total loss of invested capital.