The Bridges at Rancho Santa Fe
Project: The Bridges at Rancho Santa Fe
- World-renowned, top 20 golf course in California (Golf Digest)
- Golf Practice facility selected as Top 50 Golf Range (Golf Range Assoc. of America)
- Wellness, spa & pool, tennis & recreation, events, fine & casual dining, and concierge services.
- Equity Golf, National, Young Executive, and Social/Fitness memberships
Client: The Club at The Bridges at Rancho Santa Fe
Services: Envisioning, brand platform development, brand markers & story, conduct on-site experience study, review existing quantitative research, conduct qualitative research with member groups, market/competitive research, develop strategic plan to bring in new, younger members. Outline an internal communication strategy and external messaging via the website and social media platforms.
Brand Story: Breathtaking setting + World class facilities + shared ideals = A connected, vibrant and engaged club experience like no other. People drawn together through a collective appreciation for an exceptional quality of life and a down-to-earth, inclusive attitude.
Woven into the idyllic canyons and crests of Rancho Santa Fe rests a point of arrival, and departure. A distinct, dynamic community within a community. This is The Bridges, a club like no other.
Marketing Challenge: Overcome the existing perception that you must be a resident at The Bridges in order to be a member and that The Club is designed and programmed for members of seniority. Change the tone and feel of the brand voice while keeping the reputation of a sophisticated, elevated, and welcoming atmosphere intact.
With the establishment of the brand platform and communication vernacular, The Bridges has been able to convey an energetic and fun lifestyle which is a true reflection of the lifestyle and connection of kindred spirits found throughout The Club at The Bridges. In turn, this look in to the camaraderie and connection amongst the members has had a positive impact on the number of new memberships in the 45 – 59 age group with young and growing families. After the rebranding, the staff and residents have launched and grown a very successful and engaging presence on both Facebook and Instagram which has created a welcoming and friendly atmosphere and membership sales have increased by 20%.