239-214-7535 info@primalucelife.com
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




Start customizing your new waterfront condo

Start customizing your new home in Downtown Fort Myers at Prima Luce on the Waterfront!

Prima Luce’s unique customization app allows you to explore seven floor plans and preview pre-set color palettes selected by Dwayne Bergmann of Dwayne Bergmann Interiors, including stylish cabinetry and countertop combinations for your kitchen and bathroom, as well as flooring throughout your residence.

If you’re unable to make it into the Sales Center to use the app in person, we can schedule a computer screen-sharing session via GoToMeeting no matter where you are (as long as you have access to a screen and an internet connection).

Preview some of Dwayne Bergmann’s selections below, and call the sales center at 239-308-4719 to set up an appointment to customize your new waterfront condo.


KITCHEN CABINETS & COUNTERTOPS (3 of 5 selections pictured)


FLOORING (3 of 4 selections pictured with carpet option)


BATHROOM CABINETS, COUNTERTOPS & FLOORING (3 of 3 selections pictured)

But the Prima Luce customization app is just the beginning. The Prima Luce Selection Center will open at Dwayne Bergmann Interiors this month, giving homebuyers the opportunity to fully customize and upgrade every room in their house, from hand-selected countertop and cabinetry combinations to full interior design and home styling services.

“We’re giving Prima Luce buyers the opportunity to fully personalize and upgrade their new homes from floor to ceiling,” explained Dawn Geyser Chalanick, Director of Operations for Prima Luce, LLC, “But we’re also offering a variety of stylish, high-end, pre-selected flooring and fixture combinations at no extra cost.”

If you haven’t already taken advantage of pre-construction pricing, call now to make your reservation and begin customizing your new waterfront condo in the Historic River District of Downtown Fort Myers.






Call the Sales Center at 239-214-7535 or send us a message to schedule an appointment with the Prima Luce condo customization app


Prima Luce, LLC introduces Jeff Barney as Vice President of Business Development

JEFF BARNEY | Vice President of Business Development | Prima Luce, LLC

Prima Luce, LLC has introduced Jeff Barney as Vice President of Business Development.

The newest community from MacFarlane Barney Development in Downtown Fort Myers on the Caloosahatchee River, Prima Luce on the Waterfront is a luxury two-tower high-rise condominium community currently in the pre-sale phase of construction.

“I’m happy to be joining the team and excited to have the opportunity to contribute to the success of Prima Luce on the Waterfront,” Barney says. “Prima Luce will be the first newly constructed community in Downtown Fort Myers for the past decade, and I’m looking forward to helping continue the positive growth and development of our Historic River District.”

In addition to working with the Prima Luce sales team, Barney’s responsibilities will include researching and cultivating future financial and business opportunities for MacFarlane Barney Development as it broadens its scope of regional development, particularly in regard to attainable and affordable housing throughout Southwest Florida.

Originally from Milford, Conn., Barney relocated to Florida in 2008, where he spearheaded marketing efforts and coordinated patient-care activities for a health center in Boynton Beach under the title of Director of Marketing and Admissions.

Upon his move to Fort Myers in 2012, Barney began working with Downtown Fort Myers developer Robert MacFarlane as Director of Marketing and Sales for one of MacFarlane’s master planned golf course communities. A licensed Realtor®, Barney has also worked on Sanibel Island with John Naumann & Associates, representing buyers and sellers of developed and underdeveloped properties.

The most recent position Barney held was Director of Sales for Campo Felice Independent Living, a MacFarlane Barney Development transformation of a vacant Downtown Fort Myers hotel into a senior living community, which was sold to partners in April 2018.

“The working relationship that Jeff has developed with Bob MacFarlane makes him unquestionably qualified for this position,” said Dawn Geyser Chalanick, Director of Operations for Prima Luce, LLC. “As Bob MacFarlane has continued to increase MacFarlane Barney Development’s scope of work and offerings, Jeff has grown with the company, and his real estate experience will help carry Prima Luce to record-breaking sales and more-than-satisfied residents.”

Stop by the Prima Luce sales center to meet Jeff Barney, Prima Luce’s new Vice President of Business Development, or send him an e-mail at jeff@primalucelife.com.

The Prima Luce Sales Center – located at 2631 First Street in Fort Myers, Florida 33916 – is open Monday through Saturday from 10am to 5pm, and on Sundays from 1pm to 5pm.