239-214-7535 info@primalucelife.com

Prima Luce kicks off 2019 SWFL season with Broker BBQ

On Wednesday, January 16, 2019, Prima Luce on the Waterfront held an exclusive event for Southwest Florida brokers and real estate agents – our first ever Broker BBQ!

Pop’z BBQ served up pulled pork sandwiches, BBQ shrimp, mac & cheese, baked beans, and potato salad, and in the sales center, the BEX Realty team gave live demonstrations of Prima Luce’s interactive app that allows users to explore different floor plans, see actual waterfront views, and experiment with different finishes and flooring.

Check out the photos from Prima Luce’s first Broker BBQ below!

Prima Luce welcomes BEX Realty as new sales team

Prima Luce welcomes BEX Realty as new sales team

MacFarlane Barney Development is pleased to announce BEX Realty, LLC as the new exclusive brokerage team supporting its newest project, Prima Luce on the Waterfront, located in the historic River District of Downtown Fort Myers, Florida.

“We are proud to partner with Robert MacFarlane and his team on their most recent development, Prima Luce on the Waterfront,” said Michael Karp, CEO of BEX Realty. “Mr. MacFarlane’s rich history of delivering on his commitments to the downtown Fort Myers community made it an easy decision when considering our partnership with MacFarlane Barney Development.”

Leading the Prima Luce Sales team will be Eric Mann, Director of Sales.

“Eric Mann’s 33-year career heading up new construction developments throughout Florida and across multiple countries will add the right leadership and experience to this already impressive project,” Karp continued. “Eric has put together an impressive team of industry veterans to assist potential buyers and educate them on the impressive list of options and amenities at Prima Luce on the Waterfront.”

As MacFarlane Barney Development’s newest construction project along the Caloosahatchee River, the 220-unit twin tower waterfront condominium complex of Prima Luce will be MacFarlane Barney Development CEO Robert MacFarlane’s 5th and 6th towers to rise along the Downtown Fort Myers skyline, following the high-rise communities of Beau Rivage, St. Tropez and Rivera, which were completed between 2004-2006, and, most recently, the redevelopment of a vacant waterfront high-rise hotel into the independent senior living community Campo Felice.

BEX Realty is a Florida based, full-service residential real estate brokerage firm with seven offices across the state of Florida, founded by Zev Freidus in 2005. Specializing in luxury residential properties and waterfront condominiums throughout the state, BEX Realty has distinguished itself by integrating state of the art technology services with the industry’s best agents to provide a higher level of service.

The Prima Luce Sales Center – located at 2631 First Street in Fort Myers, Fla., 33916 – is open Monday through Saturday from 10am to 5pm, and on Sundays from 1-5pm. To learn more about luxury waterfront living in the Historic River District of Downtown Fort Myers, call the Prima Luce Sales Center at 239-214-7535.

View Prima Luce’s custom options tour videos

View Prima Luce’s custom options tour videos


Watch the videos below to being exploring customization options hand-selected by award-winning interior designer Dwayne Bergmann.


Ready to start customizing?

Contact us to schedule an appointment at the Prima Luce Sales Center or to arrange a screen-sharing session via GoToMeeting.


studio | 1 bathroom | 837 sq. ft.


1 bedroom | 1 bathroom | 1,058 sq. ft.


2 bedrooms | 1 bathroom | 1,370 sq. ft.


2 bedrooms | 2 bathrooms | 1,393 sq. ft.


2 bedrooms | 2 bathrooms | 1,484 sq. ft.


3 bedrooms | 2 bathrooms | 1,772 sq. ft.


3 bedrooms | 2.5 bathrooms | 2,207 sq. ft.

Benton & Sons completes seawall construction at Prima Luce

Benton & Sons completes seawall construction at Prima Luce

Benton & Sons Construction Company has officially completed the new seawall at Prima Luce on the Waterfront.

“The completion of the new seawall is very exciting,” said Robert MacFarlane, CEO of MacFarlane Barney Development and Prima Luce, LLC. “It’s exciting, not only within the scope of this particular project, Prima Luce, but for all of Downtown Fort Myers, because it’s a small indication of where this unique community is heading in the future. We’re helping the community that we love, continue to develop for the better – new residences, new businesses, more people, more growth. It’s wonderful.”



Benton & Sons Construction Company – a fourth-generation, Southwest Florida-based family company with over nine decades in the marine and civil construction industry – worked with Hans Wilson & Associates – a Florida-based marine engineering and environmental consulting firm with more than 50 decades of experience – to complete the new seawall. To learn more, visit Benton & Sons Construction Company, Inc. at BentonIndustries.com, and visit Hans Wilson & Associates at HansWilson.com.

The Prima Luce Sales Center is located at 2631 First Street in Fort Myers, and is open Monday through Saturday from 10 a.m. to 5 p.m., and on Sundays from 1 p.m. to 5 p.m. To learn more about waterfront high-rise living in the Historic River District of Downtown Fort Myers, call the Prima Luce Sales Center at (239) 214-7542.


View the gallery below to see the seawall progress from start to finish!


MacFarlane Barney Development co-hosts fundraiser for Women’s Sports Foundation

MacFarlane Barney Development co-hosts fundraiser for Women’s Sports Foundation

On October 17, 2018, Rebekah MacFarlane Barney, Chief Operating Officer of MacFarlane Barney Development and Prima Luce, LLC, co-hosted a fundraiser that helped raise $2.1 million for the Women’s Sports Foundation.

This official VIP viewing party – hosted in the Fort Myers home of home of Dr. Deborah MacFarlane-Antoine, CEO of the Women’s Sports Foundation and the mother of MacFarlane Barney – live-streamed the 39th annual Salute to Women in Sports Awards gala in New York City. NBC2 News Today co-anchor Rachel Pierce acted as emcee for the well-attended event, and Diana Willis, a PACE Center for Girls board member and advocate for young women, was the keynote speaker. Event co-hosts also included Jenna Persons of Strayhorn & Persons, Jeff Barney of Prima Luce, LLC, Christopher Spiro of Spiro & Associates, and Dwayne Bergmann of Dwayne Bergmann Interiors.

The evening featured a live auction hosted by Dwayne Bergmann and Luis Insignares of Luis E. Insignares Attorneys at Law, and included online and text-to-pledge donation opportunities, all of which helped to raise $2.1 million for the Women’s Sports Foundation.

“I’m a life-long athlete, and I was raised by a woman who always inspired and nurtured my love of sports,” said MacFarlane Barney. “I am always so proud to support this wonderful organization and all of the wonderful opportunities it provides for women and girls.”




The awards gala in New York City was hosted by renowned athletes Mary Carillo, Julie Foudy and Jessica Mendoza, who all paid tribute to Billie Jean King, the founder of the Women’s Sports Foundation, and the evening’s honorees were Oksana Masters (Sportswoman of the Year in an Individual Sport), Maddie Rooney (Sportswoman of the Year in a Team Sport), Caster Semenya (Wilma Rudolph Courage Award) and Gail K. Boudreaux (Billie Jean King Leadership Award).

Established in 1974 by top professional tennis player Billie Jean King, the Women’s Sports Foundation helps to create leaders by ensuring girls access to sports. Part of the nonprofit’s mission is shaping public attitudes about women’s sports and athletes, building capacities for organizations that help girls get active, advocating equitable opportunities for women and girls through Title IX, and supporting healthy lifestyles.

Learn more about the Women’s Sports Foundation at WomensSportsFoundation.org.


Watch the video below from NBC2’s Rachel Pierce

Watch the recap video below