This is a small resort with a total of 26 2-bedroom units (10 gulf front; 16 gulf view). The OP's price for gulf front units at that time of year may be the going rate (given the limited inventory - availability seems to be largely limited to resales through the resort). Resale listings directly through the resort range from $14,000 to $18,000 for what are likely less desirable weeks ($14,000 is weeks 18 and19; $20,000 is week 51). Weeks 1-16 are not available which could indicate high demand for snowbird season. Listed rental rates for a similar week (week 2) is $2,500 although given the limited availability, being able to secure a rental every year probably isn't guaranteed. I don't know anything about the resort, but limited supply may certainly warrant that price point if someone has a desire to own there at that time of year.