New Luxury Garage Promises Premier Facility, Amenities

Owning a high-end sports car is a flashy sign of success, but these days, the luxury garage it’s parked in might be the real flex.

Demand for upscale vehicle storage has spurred somewhat of a niche market for “car condos.” More than just a parking space, a car condo is an indoor unit in a larger garage you can pay to keep and showcase your automobile. Geared toward car buffs, luxury garages often feature a variety of amenities and communal spaces for hobbyists and collectors to socialize and work on their vehicles.

Just last week, Dallas real estate developer and motorsports aficionado Michael Holigan announced he was building a new luxury garage with 79 car condos in Plano called Maranello.

Holigan told CandysDirt.com he was inspired by a similar operation where he stored his motocross collection. The highlight there was the monthly “cars and coffee” social event.

“Everybody would pull their cars out. We’d tour each other’s garages. We’d talk about cars and motorcycles and business and life. It was a great time. But the other 29 and a half days, it was a ghost town,” Holigan said.

At Maranello, condo owners will be able to drive into the facility to access their air-conditioned garages, which face inward to create a social showroom atmosphere where enthusiasts and collectors can build community 365 days a year. The facility will also include a two-story lounge and a large open-air “Concurso” for car shows and private events.

“You can go to the glass garage doors and leave yours open as much as you want so you can hang out with other people in the community and spend time with your neighbors. That was the impetus for the whole deal,” Holigan said.

The facility will span 200,000 square feet on an 11-acre plot of land on the northeast corner of Ohio Drive and Maple Shade.

“With me, it’s location, location, location. We think we have the premier location for this whether you’re coming from Highland Park or Prosper. We’re right in the center of that whole Dallas Tollway corridor,” Holigan said

Maranello is expected to open in spring of next year. Permitting is underway and construction will likely begin in the next few months. Holigan said there’s some $60 million behind the project.

It’s All About the Amenities

Putting traditional private garages to shame, luxury car storage is about pampering the vehicle and its owner. Holigan’s take on such service will include an on-site service center; a professional photo studio; and on-site paint correction, detailing, window tinting, bodywork, and paint protection film installation.

Each of the condos will be customizable and feature app-controlled air conditioning, full utilities, and a “steel mezzanine with aircraft cables and steel staircases,” Holigan said.

Most units will be 25 feet wide but will range in depth from 40 to 80 feet. Pricing starts at $650 per square foot (so $650,000-$1.3 million per condo). Some, however, come with some major aesthetics and perks.

“If you have a unit that backs up to that concurso, then you have a secondary garage door and a balcony that comes off your mezzanine outside over the concurso,” Holigan said. “Those are $200,000 extra.”

When Maranello opens in 2026, it won’t be the only luxury garage in D-FW. There are currently luxury garages in Lake Dallas and Irving, and a new operation is slated to open in McKinney.

There’s also The Shop Club in northwest Dallas (9100 John W. Carpenter Freeway). Billed as a “country club for gearheads,” the garage offers shared workspaces, a cigar lounge and card room, valet service, lifts and tools for reservation, on-site wash and detailing bays, a driving simulator, a spacious club lounge, private bar, a game room with pinball and other classic arcade games, cigar lockers, dining, and a barbershop.

Dan McKeithen, general manager for The Shop in D-FW (there are also locations in Seattle and Houston) told CandysDirt.com that demand has been outpacing supply in the luxury garage market.

“I think the market could easily support another Shop location,” McKeithen said. “The challenge is just the cost of industrial space that would be utilized.”

The Shop maintains 275 spaces for cars and motorcycle storage in a showcase garage. However, its business model differs somewhat from Maranello’s in that it offers a variety of membership levels and non-member services that are not premised on vehicle storage. Building community is also top of mind.

“What really sets us apart is this desire to build a community across multiple levels and multiple areas of interest. Every car is in here for a different reason. Every member kind of has a different profile as to why they’re here or what this club does for them,” McKeithen said. “I was a member for two and half years before I signed on as a GM. I wanted access to the service bay. I didn’t want to build the cars in my driveway anymore … It’s night and day trying to do that at home.”

The Shop also hosts weekly themed brunches.

“We anchor that event each week with a club. So if we have the Bronco club coming in, then our cars and brunch become Broncos and brunch,” McKeithen said.

The next event will be “Mercedes and Brunch,” which will be held at The Shop Club on Thursday, Feb. 8 from 11 a.m. to 1 p.m.

Texas Transplants With Cash Need To Park Somewhere

North Texas isn’t the worst part of the Lone Star State to launch a luxury garage. Anchored by Dallas, one of the wealthiest cities in the United States, D-FW has been an economic engine, boasting numerous corporate headquarters with plenty of executives earning executive-level pay. More than 68,000 millionaires reside in Dallas, according to a study conducted by Henley & Partners, The Dallas Morning News previously reported.

D-FW has also seen its population swell in recent years, leading all metro areas in numeric growth in 2023, according to U.S. Census data, per NBC 5 DFW. It’s also likely getting its share of wealthy Texas transplants, no doubt some of which are car enthusiasts. A 2024 study by SmartAsset listed Texas second in a ranking of states young, wealthy households are moving to.

It looks like the market is ripe for more luxury vehicle storage, with plenty of folks who have the means and taste for the upscale garage experience.