The traditional playgrounds of America’s elite — Malibu, Miami, and the Hamptons — are losing their charm. In their place, a surprising contender is emerging: Florida’s Panhandle, playfully dubbed the “Redneck Riviera.”
Celebrities like Taylor Swift, Vince Vaughn, and Addison Rae are increasingly drawn to this scenic stretch along Highway 30A, known for its charming coastal towns, sugar-white beaches, and low-key luxury. Swift even put Destin — a Panhandle gem — on the pop culture map with a shoutout in her song Florida.
The appeal? Privacy, sprawling estates, and zero state income tax. While Miami was once the go-to Florida destination, overcrowding, skyrocketing real estate prices, and constant media attention are pushing stars to seek refuge in lesser-known, more tranquil locations.
Alys Beach, Seaside, and Rosemary Beach are now considered the “Hamptons of the South,” attracting a star-studded list of residents and vacationers including Chris Stapleton, Luke Bryan, Jerry Jones, Jason Aldean, and Megan Moroney. A $24 million oceanfront home recently sold in Alys Beach — the region’s highest price on record — underscoring just how hot the market has become.
The rise of low-key luxury
Beyond the Panhandle, cities like Boca Raton and West Palm Beach are also becoming A-lister favourites. Luxury real estate agents like Aaron Buchbinder and Chris Wands say the shift is driven by a desire for “discretion, comfort, and space.” Boca Raton, for example, offers large private estates in gated communities like Royal Palm Yacht & Country Club, where NFL star Travis Kelce is currently staying in a $20 million mansion.
Unlike Miami, which has become saturated and chaotic post-pandemic, Boca and West Palm Beach offer a quieter, more controlled environment. These towns boast elite amenities — from world-class golf courses to private beach clubs — and still offer easy access to hotspots like Miami and Palm Beach without the frenzy.
Celebrity residents in Boca over the years have included Ariana Grande, Adam Sandler, tennis stars Coco Gauff and Andy Roddick, and even rapper Bhad Bhabie. For many, the combination of Florida’s tax benefits and the privacy of these exclusive communities is too good to pass up.
As Chris Wands puts it, “Gated communities, private beaches, and a slower pace make these destinations ideal for high-net-worth individuals looking to unwind — without the flash.” Whether for a seasonal stay or a long-term move, Florida’s quieter coastlines are quickly becoming the new Hollywood hideouts.