World Cup Special Report Part I: Life of the Paulista

Luxury, sprawl, futebol, and inflation


Day 1 of our trip takes us to Sao Paulo, one of the most populous cities and the most populous metropolitan area in all of the Americas, with over 20 Million people. Sao Paulo is the business and commerce center of Brazil, and on a busy day it would be hard to distinguish it from New York or London. There are great museums, hipstery neighborhoods, cafes, malls, world renowned restaurants, and a modern subway. Sao Paulo represents the Brazil of the future- modern infrastructure, capitalism, technology, and fast food (in Brazil the Habibs or Bob’s fast food chains). It also represents Brazil of the past- income disparity, congestion, and corruption.

Ultra modern indoor mall in Sao Paulo along Avenida Paulista

When you think of the highest property values in the western hemisphere, what areas come to mind? Perhaps a zip code like 90210 in Beverly Hills, or some high class area of the Upper East Side of Manhattan? You would be correct, and you can add Avenida Paulista in the Jardins section of Sao Paulo to that list. Comprising the adjoining neighborhoods of Jardim Paulista, Jardim América, Jardim Europa, and Jardim Paulistano, Jardins has the priciest real estate in all of Latin America. There are trendy cafes and restaurants, bookstores, supermarkets, and white washed high rise buildings that are dominated by the country’s elite.


A typical luxury high rise apartment buildings in Jardins.

In Sao Paulo, housing prices rose 13.9% in 2013, 15.8% in 2012, 27% in 2011, 24% in 2010, and 21.6% in 2009, according to government stats. This is great for real estate investors in Brazil, but terrible for the emerging Brazilian middle class. Prices in Jardins average about 12,000 Reais (the local Brazilian currency) per square meter, or $476 per square foot, and new apartments may go for more than $1,000 per square foot, according to a recent New York Times report. To put that into perspective, the median price per square foot in Miami Beach is $478, according to Zillow. Sao Paulo is a great cosmopolitan city, but it is no South Beach.

As will be noted in many of our posts, the lack of a true middle class hurts Brazil immensely. How else can you explain favelas like Paraisópolis sitting directly alongside a wealthy neighborhood called Morumbi. Could you imagine being able to throw a stone from South Central LA to Beverly Hills? More than likely you will find middle class neighborhoods. Real estate inflation causes price inflation, which causes a weakening currency, and more real estate inflation, and the cycle continues. The wedge created between the rich and poor leaves no room for upward mobility. We will discuss in future posts how education, better government, and sounder economic policies can potentially solve these problems.


A Helicopter tricked out with Brazilian colors for the World Cup

You think traffic is bad in New York or Los Angeles? According to Brazilian reports, there is a total of 112 miles of traffic congestion on a typical working day in Sao Paulo. Take a minute to ponder that—- and Sao Paulo is the most modern and well planned city in Brazil. Decades of neglect of the country’s infrastructure and corruption from politicians has left the city bereft of enough roads to accommodate the sprawl. This has forced many of the country’s elite to travel to work via helicopter—- you can see them hovering over your head during the working hours. According to a recent Forbes report, graft and corruption is estimated to cost Brazil 2.3% of their overall GDP every year! That equates to over $53 Billion that should go to roads, schools, and other projects that we take for granted in the U.S.


Sao Paulo shop selling items for the World Cups’ first matchup vs. Croatia

Paulistas (nickname for Sao Paulo residents) love their futebol. Brazil’s best player on the current squad- Neymar- is a Paulista, and Sao Paulo has some of the biggest clubs in Brazil including Sao Paulo FC, Corinthians, and Palmeiras.

Street vendor selling plastic horns. The Caxirola- Brazil’s answer to the annoying Vuvuzela horns used in South Africa were banned by FIFA earlier this year.

Sao Paulo shuts down for Brazil’s first matchup with Croatia, in fact all Brazilian matches for “A Copa” have been declared half-days by the Brazilian government. The mayor of Sao Paulo is even talking about declaring a citywide holiday for the next match. Imagine if New York City shutdown for a U.S.-Ghana World Cup first round match?

Sao Paulo is a great international city. We highly recommend you make a jaunt there the next time you plan to make a trip to Rio for Carneval. It is a city that represents the future of Brazil as a major player in the world economy.

Next stop- Rio de Janeiro…

Street futebol in Park Ibarapuera in Sao Paulo
The immense sprawl of Sao Paulo can only be appreciated from high above the city.
Monument to the Sao Palo “Bandeirantes” who were controversial 17th century Brazilian explorers who led expeditions throughout Brazil. This beautiful sculpture was made for the opening of Ibarapuera Park in the 1950's.