Picture the scene: you’re having a lazy, late breakfast of world-class pastries, freshly pressed juices, and piping hot shakshuka. Probably too much to eat for a normal breakfast, but today you’re treating yourself. It is a perfect, early-winters’ morning in Dubai—the shining sun and cooling breeze combine to make it an optimum 23°C—and you have a rather pleasant view over a recently finished, lush green golf course, watching birds swoop and dive into the adjacent man-made lagoon. Across the water you can see people setting up the day’s itinerary of outdoor activities to help occupy young kids, including a floating obstacle course, kayaking, what looks to be a friendly Padel tournament, and an outdoor film screening.
Midway through a conversation with the chirpy pastry chef, a silver-haired man in his early 50s walks over wearing a slick, navy-blue gilet and cheerfully joins the conversation. He then asks if the chef received the cake that his wife had made earlier that morning. The chef confirms with a thanks and a smile, before confirming that they are still on for Padel that afternoon. He then turns to you and says: “you really should try this cake. It’s one of the best I’ve tasted. Let me go get you a slice now.” Why not? You’re treating yourself after all.
This kind of suburban bliss situation is not uncommon at The Lake House—a laid back, farm-to-table restaurant located within Dubai’s Discovery Dunes community.
In fact, with The Lake House being the social focal point of this members-only private residential community developed by the Discovery Land Company, it is an everyday occurrence. The cake, by the way, indeed was delicious.
If you haven’t heard of Discovery Dunes—or the Discovery Land Company, for that matter—then don’t feel bad. Not many people have, and it is designed to be that way.
Created to be a series of you-know-if-you-know, luxury living, members-only communities for the ultra-high-net-worth—they each pride themselves on their privacy and exclusivity. Considering that the US-based Discovery Land Company (DLC) currently operates more than 35 communities (or ‘membership clubs’ as it prefers to call them) all in sought-after locations around the world including Canada, Costa Rica, Dominican Republic, Mexico, Portugal, Scotland, and 23 locations across in the United States. They are communities where ‘the 0.5%’ of the world live. Luxury utopias where the ultra rich can live their lives in private, and raise their families with peace of mind away from life’s messy side—the American Dream, if you will.
The fact that DLC has managed to keep things under-the-radar, is an indicator of just how good at it they are.
The Arabian gulf is currently undergoing an incredible upturn in property development, the likes of which haven’t been seen since, well, about 10 years ago—the last time there was a huge upturn in property development in the region. The result of both has established the region’s major cities—Dubai, Doha, Abu Dhabi and Riyadh—as global hubs of architectural marvels and lavish hospitality experiences.
In Dubai alone, real estate transactions and property sales as of November 2024 were recorded at AED625 billion and AED437 billion, respectively. According to Savills’ 2024 Prime Global Cities Index, Dubai, alongside Sydney, is projected to continue to lead the world in prime property value increases, with expected growth ranging from four percent to 9.9%.
And yet, somewhere among all the region’s rapid real estate innovation, Discovery Dunes has managed to do something all too rare: actually offer something new, without the need to rely on promotional razzle-dazzle.
Where Discovery Dunes differs from other upmarket, gated residential developments is that it is essentially Dubai’s (and the region’s) first private members-only residential community. As DLC’s first property in the Middle East, the developer has taken its tried-and-true blueprint of essentially building an exclusive club for homeowners around a luxurious golf club oasis. The community feels remote, and yet, it has access to every conceivable amenity that its wealthy residents could require available at a request.
“Membership is by invitation only, and you must own a property to be invited,” Mike Meldman, Discovery Land Company’s founder, explains of the rules of entry for each individually-branded Discovery Land community. Considering that the properties/plots range from $7 to $50 million, it’s a high bar of entry, but one that Meldman believes has been fundamental in helping create an offering, and community, that is unique.
“It’s a model that has contributed to creating our tight-knit communities, which ultimately brings additional value to our members. We’ve been very successful in creating exclusive communities with amenities and concierge services that cater to an active, family-focused lifestyle. What we are offering is all the best qualities of a five-star resort, paired with the privacy and ease of being at your own home—it’s the perfect balance of creating private members-only community retreats.”
In fact, it has been so successful that billionaires, CEOs, presidents, athletes, and A-list celebrities own multiple homes within DLC’s portfolio. Although, try as we might, the developer is reticent to share any names of its members with us (or even for its own marketing collateral) but after a little digging around, names such as Michael Jordan, the Kardashians, George Clooney, Phil Knight, Tom Brady, Eric Schmidt and Ben Affleck pop-up.
It seems that Discovery Land has managed to successfully convince the ultra wealthy (and famous) to opt away from living and holidaying in Beverly Hills and Mayfair, instead choosing to own their own properties located within remote, lush landscapes with spacious lots, and family-oriented communities instead. Fancy a few weeks skiing at your home in Big Sky, Montana? Sure. Escape the oppressive Middle Eastern summer by taking the family to your place on the Portuguese coast for a few months? Absolutely. Spend some private time with just you and the wife at Taymouth Castle in Scotland? Take my money, already. Each property offers a concierge service that will ensure your house is ready (and fully stocked) ahead of your arrival. It’s like an ultra-luxury timeshare, but it’s only your time you have to ‘share’ with yourself.
Discovery Dunes is located in Dubai South—towards Dubai’s Al Maktoum Airport. Spread over a massive 600-acre desert site, the location was strategically selected due to its proximity to multiple private jet terminals, and the privacy the vast space offers. There are no nearby skyscrapers that use views over the community’s soon-to-be pristine landscape as their selling point, and no external golfers or joggers rubbernecking for a curious peek into the residences’ houses. Unlike some of the more remote DLC community locations in, say, Lake Tahoe or James Island in British Columbia, Canada, the benefit of the Dubai one is that it feels remote, yet it remains only a short trip from one of the world’s glitziest metropolises—even quicker by helicopter.
As Meldman mentioned, in order to become a member of the Discovery Dunes community, there is a buy-in. In the case of a new property such as Dubai, that requires buying a mansion, villa or plot of land. Unlike most other developments in Dubai, where often the properties are often ready-built, ‘cookie-cutter’ designs that prioritise the quantity of villas over the quality of space and community around them. Again, Discovery takes a different approach.
Essentially, after undergoing a scrutinous application process, potential candidates are invited to purchase one of Discovery Dunes properties’ 198 Land Plots. The plots come in three categories ranging from Lifestyle Land Plots (approx. 22,000 sqft) to Signature Land Plots (approx. 50,000 sqft), to Estate Land Plots (approx. 73,000 sqft). From there buyers choose one of the Discovery Land-approved Olson Kundig and Champalimaud Design villa designs—starting at AED2,500 per sqft, which can be further adapted to the owner’s specifications, but not so it infringes with the broader community aesthetic
or privacy.
“There’s a broader trend of affluent families looking to invest in properties that serve as sanctuaries, places where you can truly escape the fast-paced demands of modern life,” says Meldman, “and that’s the core of what we offer.”
Considering that ‘Phase One’ of the property has only been available to purchase since December 2024, the initial reaction has gone as anticipated. Mohammed Alawadhi, Chief Executive of Discovery Land Company Middle East, recently told UAE-based newspaper, The National, that within the first three months, 50 percent of the first phase of plots have already been sold. But there is no rush—the plan is not to sell plots as quickly as possible, it is to ensure that ‘right members’ join in order to enhance the community. Discovery plans to roll out the phases over the next five years, with expectations for the community to generate around $6 billion in total sales.
It is not something that has surprised Meldman. “The Middle East offers exciting opportunities to bring Discovery’s unique vision to a new audience—one that values luxury, exclusivity, and a lifestyle designed around family and connection,” he says. For Meldman, the element of connection cannot be downplayed. Again, in an a-typical approach to real estate in the region, Land Plots at Discovery Dunes only make up 30 percent of the community—the other 80 percent is set aside for common space, open greenery and the golf course.
Like in so many other DLC members clubs, the golf course at Discovery Dunes plays a key role in community building. Running right through the entirety of the site is an international-standard golf course, designed by the acclaimed architect Tom Fazio. However, what makes it different from other golf-centric communities in the city—and region—is that you are only able to play on it if you are a member of the community, rather than just the golf club, effectively making it the region’s first private golf course.
“The golfing experience we provide isn’t traditional,” explains Meldman. “We prioritise a fun and laid back vibe over the dated stuffiness of traditional golf clubs. Which means we offer all the upside that a luxury golf course has to offer, without any of the intimidating downside.”
Meldman explains that the idea came to him when DLC was in its naissance. After a successful career as a broker—and co-founding Casamigos Tequila, alongside George Clooney and Cindy Crawford’s husband Rande Gerber (also a Discovery community member)—he expanded into commercial real estate around the Silicon Valley tech boom, just as properties started to take off.
“I developed my first large-scale property—a ranch in Portola Valley, California—which gave me insight and understanding for integrating built environments into natural landscapes,” he recalls. However it was while trying to teach his young sons how to play golf at the time that he zeroed in on a unique opportunity.
“They liked golf, but hated dressing up, and weren’t keen on the etiquette that typically comes with the sport.” So, he decided to hardbake a community that offered master-planned golf courses, but ones that catered to family experiences rather than purely golf fanatics. “There are no tee times, or handicap restrictions so members feel comfortable bringing their kids. There’s not even a dress code, in fact, playing barefoot is encouraged,” Meldman explains. “Many [golf] pros call our courses ‘home’ because of this energy, and I think we’ll continue to enhance the game in a positive way.”
Beyond golf, Discovery Dunes also offers its members a range of amenities—including an equestrian centre that provides elite training and riding opportunities; a kids’ club that organises daily activities and programs designed to entertain younger family members, and the adventure park includes sports courts, splash pads, and community vegetable gardens. Members can also enjoy a selection of swimming pools for recreation, or fitness; and there are also communal barbeque areas.
Aside from his astute business acumen, and dedication to the grand vision of Discovery Land’s clubs, one thing that anyone who knows Meldman will tell you of his sweet tooth. We are told several times by staff of the boss’s “love of candy,” and it is something that manifests itself across each property in the form of ‘comfort stations’ dotted around the golf courses and community areas. The comfort stations are a calling card of DLC’s properties, each one offering members a drop-in for their fill of a variety of drinks and snacks. But don’t get it wrong, it isn’t the case of a communal jar of Skittles and warm sodas left out on the golf course, the offerings are the kind that would make Willy Wonka blush.
“The Comfort Stations are what I like to call little ‘sanctuaries’—basically mini-restaurants that serve everything from candy bars to foie gras, to warm pretzels, where you can kick-back and soak up every minute of the experience,” explains Meldman. We’re even told that the staff have even undergone specific training in how to best make peanut butter and jelly sandwiches—y’see, serious business.
Which brings us back to The Lake House. Having somehow found the space to squeeze in an additional slice of cake, our time among the 0.5% comes to an end, and we reluctantly make our way to the exit where a Range Rover is waiting to whisk this ‘visitor’ off private property—but not before a quick stop at one of the Comfort Stations. Given the choice of ‘healthy’ or ‘indulgent’ snacks, we opt to fill a bag with gummies, chocolate bars, an orange Capri-Sun and a box of freshly baked cookies—it’s a hodgepodge of sugar-laced, nostalgia-filled warm feelings that will hopefully help prolong the experience of our brief time as a community tourist.
If this is how the ultra-high-net-worth members of Discovery Dunes live, I secretly wonder how they keep so thin. Must be the Padel.