Following the Capri Beach marketing campaign that ran from 1959 to 1960 the sub division was renamed to St Andrews By The Sea in 1962. The development by Arron King & Co included a 9 hole golf course with free membership to land buyers and their families.
Other activities at St Andrews By the Sea where:
“Gone Fishin” and not just a ‘wishin’ St Andrews shores abound with big ‘uns.
A surf beach – although no mention is made of swimming.
Running up hills, lazing on the beach and exploring rock pools.
The colour brochure promises More Sun, More Sun, breathtaking views, and made roads to all blocks.
In his 1974 report A landscape assessment of the southern Mornington Peninsula, Victoria George Seddon is scathing in his assessment. Saying “Quite the worst subdivision on the Peninsula, and as bad as any subdivision could be, is that on the grotesquely named St-Andrews-by-the-sea”. He proposes a pedestrian plaza behind the dunes.
By 1967 some properties were being sold in a repossession sale with “Take-over terms. Finance company says sell regardless”.