The Residences at The Chateaux

CHALLENGE:
Prestigious Deer Valley, the birthplace of the private residence club concept, was already home to a highly successful, well-established club. Was there a market for another? And how do you sell “dirt” when the competition is already up and running?

Fortunately, the residence club was designed to be part of an existing condo hotel and whole-ownership condo complex—all would share the name “Chateaux” in some form. The plan was to leverage the brand awareness of the hotel while simultaneously distinguishing the private residence club as an alternate (and for some better) ownership option—a very delicate balance. What's more, the developer needed a large number of pre-construction sales to secure financing. Without photography or anything concrete to show, the advertising message alone had to paint a compelling picture of club living.

SOLUTION:
The marketing materials were designed to play off the prominence of Deer Valley Resort and play up the club's unparalleled location within the resort—in prestigious Silver Lake, a mere 60-second walk to the slopes.

Additionally, because the other “Chateaux” properties were well known for their impeccable service and amenities, DEA crafted a message that assured potential club owners they would enjoy the same level of luxury from an established developer with a reputation of living up to his promises.

RESULTS:
The Residences at The Chateaux achieved high pre-construction sales—and a 50% sell out in its first year. Numerous media publications (The New York Times, Travel +Leisure) have touted The Residences at The Chateaux as a better way to own the coveted Deer Valley lifestyle.