The Walt Disney Company has officially entered the residential real estate market with the launch of its first planned community, Cotino, located in Rancho Mirage, California. The project, part of a new venture called Storyliving by Disney, offers homes with prices starting at approximately $1.3 million, signaling a significant expansion of the company's brand into lifestyle and housing.
Unlike its theme parks, this community focuses on a subtle integration of the Disney ethos into daily life, targeting a demographic familiar with the brand's origins. The development represents a licensing model, where Disney provides the creative vision while partnering with established homebuilders.
Key Takeaways
- Cotino is the first Storyliving by Disney community, located in Rancho Mirage, California.
- Home prices begin around $1.3 million for a two-bedroom residence.
- The project is a licensing partnership; Disney does not own the land but oversees the community's theme and amenities.
- Residents can join a voluntary 'Artisan Club' for access to exclusive amenities, which requires a $20,000 initiation fee and substantial annual dues.
- A second community, named Asteria, is already planned for North Carolina, with sales expected to begin in 2027.
A New Business Model for a Legacy Brand
The Cotino community is a strategic move for Disney, tapping into the growing market for lifestyle-focused residential developments. The company is leveraging its storytelling expertise to create a unique living environment without owning the underlying real estate. Instead, Disney collaborates with developers and builders, including Shea Homes, Davidson Communities, and Woodbridge Pacific Group for the Cotino project.
Disney's role, executed by its Imagineers, is to craft the overarching narrative and design principles for the community. Each Storyliving location is planned to have its own unique identity rooted in the local culture and landscape.
"We always love to look at where our guests and our fans are. One of the things we really saw was this emerging trend of lifestyle communities, and they’re particularly strong among baby boomers and Gen X," said Claire Bilby, senior vice president of Storyliving by Disney.
A Historical Connection
The choice of Rancho Mirage in the Coachella Valley is not accidental. The area was a personal retreat for Walt Disney himself. This historical tie provides a foundational story for the community, connecting it directly to the company's founder. Reports from the Walt Disney Archives note that the Palm Springs airport was developed in part to accommodate Disney's travel to his second home in the region.
Inside the Homes and Community Design
Prospective buyers will not find homes overtly decorated with famous characters. The design philosophy emphasizes subtle, sophisticated touches. A piece of art in a hallway or a themed throw pillow might hint at the Disney connection, but the primary focus is on modern, high-end living.
The initial phase of construction includes over 300 single-family homes. The long-term plan for Cotino envisions more than 1,900 residential units. These will include a variety of housing types, from condominiums to a dedicated section for residents aged 55 and older, catering to a diverse market.
"This is not a themed home," Bilby explained, emphasizing the goal of creating a place where residents live year-round. "We’ve done nice little soft touches because it’s where [residents] are going to live 365 days a year."
The Exclusive Artisan Club
While the homes are understated, the community's amenities offer a more direct Disney experience. Residents have the option to join the private Artisan Club, which Disney will own and operate directly. Membership provides access to a range of exclusive facilities centered around a large man-made body of water called Cotino Bay.
Club Amenities and Features
- Cotino Bay: A large water feature from Crystal Lagoons for swimming, kayaking, and relaxing on a man-made beach.
- Dining: A table-service restaurant named Architects Fork and an outdoor bar called Plot Twist.
- Wellness and Recreation: A wellness center, outdoor sports courts, and a creative studio for classes and events.
- Themed Spaces: The club includes the Parr House, a life-size recreation of the family home from the film The Incredibles 2, available for member gatherings.
The Cost of Membership
Access to the Artisan Club is a significant investment. All membership tiers require a one-time $20,000 initiation fee.
- Resident Membership: Costs $11,000 in annual dues with a $1,000 annual food and beverage minimum.
- Extended Membership: For those wanting to include more family members like grandparents, dues are $19,000 annually with a $2,000 food and beverage minimum.
Future of Storyliving by Disney
Even as the first residents move into Cotino, Disney is already planning its next chapter. The company has announced a second Storyliving community named Asteria, which will be located near Raleigh, North Carolina.
This second project is being developed in collaboration with DMB Development and is planned to be significantly larger, with proposals for approximately 4,000 residences. The sales process for Asteria is anticipated to launch in 2027.
This expansion indicates that Cotino is not a one-off experiment but the foundation of a new, long-term business division for The Walt Disney Company. By licensing its brand and creative talent, Disney is building a new revenue stream that extends its influence from entertainment and vacations into the very fabric of daily life.
