Project: Lake Nona – Orlando, FL

• 7,000-acre master planned community that spans 17 square miles in the northeast quadrant of Orlando.
• Home to single & multi-family neighborhoods, world-class education facilities, Lake Nona Medical City, a Sports & Performance District highlighted by USTA’s New Home of American Tennis—the largest tennis facility in the world—diverse work spaces, recreational facilities, retail centers and entertainment venues.

Development Company: Lake Nona Holdings/Tavistock Development

Services: Envisioning, brand development, marketing & advertising services, budget development & management, market research, website development, public relations, and customer journey experience.

Brand Story:  Lake Nona is a community of and for the future. Where it’s not about what has happened, but what is happening. Where better opportunities are being created for generations to come. Where aspirations and realities merge in collaborative innovation, and the only limit is your imagination.  Explore our beautiful neighborhoods, sprawling parks and vast educational opportunities, as well as the impressive hubs for business, technology, sports, wellness, and medicine.

Marketing Challenge: In 2003, when Lake Nona Holdings purchased the assets, The Lake Nona Golf & Country Club was in decline. The former owners had not maintained the facilities and the golf course and clubhouse were in need of major refurbishment. In addition, the club membership was aging and declining, leaving the club without the needed revenue to survive.: After doing market research and hosting focus groups, Lake Nona Golf & Country Club was re-branded as a “family lifestyle club” rather than just a golf club. The marketing team worked closely with the club staff to activate the health & fitness center, water sports on the lake and hosted member and prospect events that better positioned the club for younger families.

In addition, the development and marketing team designed a comprehensive development plan for the remaining 6,000 acres. The team used market research, toured numerous communities across the country, and held envisioning workshops with the internal team and outside consultants to develop the plan that became the future Lake Nona.