Thanks for your comments, everyone.. my personal belief is this domain is worth mid xx to high xx, as is, undeveloped.
With over 200k OVT a month for this exact keyword phrase, if this domain belonged to anyone else, that's how I'd appraise it..
Even a keyword optimized minisite should bring this up to low xxx (or more) in short order... fits the ext especially well IMO.
Again, thanks for your comments and appraisals!