HSN makes East Manatee Concession home a film fave

EAST MANATEE -- A $1.6 million home that has been on the market for more than a year is becoming a filming location of choice for HSN.

In January, a video crew from HSN pulled up to the model home at 8317 Lindrick Lane in The Concession, the gated golf community, using it to film footage for products being marketed on the network's television broadcasts and website. The home, built in 2014 by Neal Signature Homes of Lakewood Ranch, is becoming a regular stop for HSN. A network production crew expects to be back within the next few months to compile more footage for HSN's live retail programming.

January's shoot featured products from Joy Mangano, an inventor and entrepreneur known for products such as the Miracle Mop. Mangano was recently portrayed in the Hollywood biopic "Joy" starring Jennifer Lawrence.

The house, dubbed the Dominica II, was picked out by WeScoutLocations, a firm that finds places for filmmakers to stage their productions.

David Berggren, the HSN producer and director who ran the January shoot, said the scouting firm had also targeted homes in Lakewood Ranch to HSN as potential locations, but none were selected for filming. When he saw the Dominica II late last year, he said it fit the bill.

"It doesn't look too Florida-looking," Berggren said. "We don't want to show palm trees and we don't want it to look like a condo."

Built on an acre lot in The Concession, the 3,873-square-foot house gave the production crew space and variety to work with. Its high ceilings and bright interior spaces served as a clean, inviting setting for the promotional video.

Candice McElyea, a public relations professional who observed the January shoot on behalf of Neal Signature, said the HSN crew used every room in the house, including bathrooms and the laundry room.

Mangano's products for the home were placed around the house to show them in context.

"They like to show them in real life locations," McElyea said. "It was neat to see what they look for."

The footage has already appeared on HSN. But more footage from the home is expected to be used on air during the weekend of March 19, Berggren said.

Neal Signature welcomes the publicity. Leisa Weintraub, the company's vice president of marketing, said she has posted photos from the recent shoot on Facebook. She doesn't necessarily expect the notoriety to sell the home, but it can't hurt.

"You get a little bit of mention out of it," she said.

Neal homes have been used for product shoots before. Weintraub said meat seller Boar's Head used a Neal model several years ago for a promotional shoot.

Neal does take a small location fee in return for allowing the Dominica II to be used by HSN.

Commercial film and photo shoots are not uncommon in Manatee County. Monica Luff, the film liaison for the county's film commission, said numerous retailers use local indoor and outdoor backdrops to hawk their wares. Bradenton-based Bealls and Bealls Outlet do much of their photo work locally. Other companies that have done video or still photography here in the past year include Champs Sports, the Blair clothing company, swimwear seller Lilly Pulitzer and Monroe and Main.

Film crews that do their work in public locations, such as on beaches and streets, are required to obtain permits from the county and cities to do their work. Most such permits come at no cost, Luff said.

Indoor and shoots on private property do not require permits.

Mangano sold her company, Ingenious Designs, to HSN's parent company in 1999. She still appears on the network to pitch her products and is considered to be one of HSN's top presenters.

Matt M. Johnson, Herald business reporter, can be reached at 941-745-7027 or on Twitter @MattAtBradenton.

This story was originally published March 13, 2016 at 10:52 PM with the headline "HSN makes East Manatee Concession home a film fave ."