A Jewel in the Crown

For Joan Fleischmann Tobin, Naples has always been a happy place. Since 1946 when her father, Junkie Fleischmann, and mother, Dorette, came to Naples after sailing the seven seas aboard their yacht, Camargo, the west coast of Florida has been part of her life. “Naples at that time was very simple,” reminisces Tobin. “There was almost nothing here but the Old Naples Hotel, and the street itself was made of crushed shells. Although my parents spent time in New York and Europe, Naples offered the low-key lifestyle they were looking for as a kind of antidote to everything else. They didn’t want to be in black tie every night like their friends in Palm Beach, but wanted to walk to the beach and relax.”

Joan Fleischmann Tobin

But relaxing was not exactly in Junkie Fleischmann’s nature. A true Renaissance man, he had a vision for Naples as a wonderful sophisticated community filled with all of his friends from every corner of the globe. “You have to realize my father did a number of things and Naples was just one of them. He was involved in business, government, publishing, produced a number of Broadway plays, and was on the board of The Metropolitan Opera, among others. His interests had no bounds and as a result, he had friends from all over the world, including Hedy Lamar, the English actress Gertrude Lawerence, and her American husband Dick Aldrich, to name a few. In fact, one of my first memories was being taught to finger paint by Getruade Lawerence on the steps of our first cottage. All of these people were also attracted to the relaxed atmosphere in Naples and along with my father, wanted to have everything they liked and wanted there as well.” 

1940s illustration of Tamiami Trail

“The first building my parents bought was the Mercantile Building, the oldest in town, into which they put a store, the Antique Addict, filled with pieces they collected from around the world,” says Joan. And while he continued buying property and land, he brought down a very good decorating firm from New York called Greenwich House South, and then Mark, Fore & Strike. So, you can see, it quickly became a place that people wanted to be and this was the basis for Third Street South. He recruited the things he liked and his friends liked and soon the word spread.” 

Dorette and Junkie Fleischmann

In time, Tobin picked up where her parents left off, stepping in to oversee Third Street South property and its development. Under her dedicated leadership, this historic neighborhood—often thought of as the birthplace of Naples—has blossomed, ensuring that her family’s vision and high standards will continue to shape the area today. She has been an effective representative of her family in Naples. “I have tried to carry their era forward,” she explains. “Because I think there is enormous benefit and happiness in that time period. I think people gravitate to Third Street South because they feel welcomed. We make an enormous effort to make either a room, store, restaurant or any area beautiful. It makes people feel better whether its subliminal or not. I feel it’s incredibly significant.”

Fleischmann Fountain at Third Street South

It’s this kind of attention to detail with a dose of love and a nod to the past that many feel make Naples special. According to Blake Gable, CEO of Barron Collier Companies, a lifetime Naples resident and a personal friend of the Tobin family, there are many factors driving the appeal of the seaside resort. “Naples has historically attracted affluent people who like a relaxed atmosphere. Despite our recent community growth, like many other places in Florida, we still are very relaxed and laid back even though we have expanded our cultural, service, arts and businesses. Naples is also about 80 percent land and water preserves and that makes the hustle and bustle more manageable, but I’m not complaining about any of it. We have the best quality of life anywhere.” Joan Tobin agrees. “The seaside setting here is beautiful and unique and we have become increasingly an international destination for people who want a higher level of cultural activities while still enjoying a low-key atmosphere. Think Porto Ercole in Italy,” she smiles. “Sophistication and ease—a place where everyone is in comfortable clothing, but attractive and the places you go are good! 

We’re sure Junkie Fleischmann and his first-mate, wife Dorette would undoubtably agree. Naples and Third Street South are in very capable hands.