The developers at Langtree at the Lake want you to know: Their tale is not just about a massive, 10-year, $1B mixed-use development with lakefront views. It's about creating an identity for a region.

Lake Norman already has the highest concentration of millionaires in the greater Charlotte region, including a bunch of NASCAR drivers. So arguably, it's been discovered. But there's a branding thing going on here, so we'll bite. Rick, right, and Brad Howard are a father-and-son team whose development vision for the Iredell County side of the lake includes a five-mile lakefront stretch of retail, office, hotel, multifamily, and public access space for fishing, boating, and just plain lakeside enjoyment for anyone and everyone in the greater Charlotte metro. Rick is in charge of Langtree Development Co and Brad holds sway over Langtree Real Estate Group, the brokerage arm of the company.

Phase 1 has just launched, and will include a 300-unit for-rent multifamily development, 50k SF of retail space, three hotels, and 55k SF of office space. Langtree controls 400 acres on Lake Norman and demand for space in the 60-acre Phase 1 has been hotter than a pepper patch. Phase 1 is a JV with Langtree Development Co, RL West Properties, and Dale Investment.