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The Alexander: Before & After

30A’s East End Touts a Transformed Community

The Alexander perches directly on Scenic Highway 30A, nestled between Alys Beach and Rosemary Beach. Once a mix of terracotta,  green and yellow aesthetic with a red-tile roof, this mixed-use property has enjoyed a significant makeover from its original color elements.

A forward-thinking board of directors collaborated with the architectural design committee (ADC) and a group of positive homeowners to move the building leap years forward. Continued improvements to a luxury caliber have resulted in area recognition and increased market value. I serve on the ADC but stress that fellow committee member Scott Strumlauf is the driving force behind sweeping changes that brought the old building new life. Condominium residence owners agree that we owe him a debt of gratitude for seeing what the building could be.  

Designers achieved that goal. The Alexander board and architectural design committee — headed by Scott, Melanie Turner and me — converted the multi-colored façade of the building to all-white to create clean lines and to complement the adjacent Alys Beach color  scheme. Some locals even refer to The Alexander as “The Alysander” because the pristine building so accurately compliments the Alys Beach white aesthetics. Plus, one can view the Alys Beach butteries (the community’s hallmark entrance columns) from many of The Alexander’s windows. The Alexander boasts 21 residences and seven ground-floor commercial suites, one of which houses Coastal Luxury real estate offices.

Those windows also open up to breathtaking views of sugar sands and emerald waters while the doors open to quick walks to markets,

boutiques, restaurants and, of course, the Gulf. Today, the classic but modernized Alexander stands out prominently on 30A.

Following the exterior transformation, many owners have now completed, or are considering, full interior renovations of their residences.

Extensive transformations were also made to the hallways, lobbies, elevators, signage and landscaping. The Alexander has now gained a well-deserved, positive reputation, resulting in significantly elevated real estate values. Condominium residences at the Alexander are now selling in excess of $1 million dollars.

Poised in a prominent east end location, with unmatched stunning view corridors to both the Gulf, Alys Beach, and Paradise By The
Sea, The Alexander is enveloped by our area’s most high-end coastal communities.

Written by Rita Montgomery
Rita Montgomery has taken exceptional care of 30A homebuyers and investors for over 17 years. Born in Parker, Florida, she has raised five children and currently resides on 30A. Rita has been recognized multiple times for exceptional performance as a top agent in the luxury real estate market and has superb working relationships with buyers and sellers up and down the coast. Contact Rita at 850.819.5749 or Search available properties at

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