Standing out in a crowded market

Background

Desert Island was a long established golf club in Rancho Mirage, California that was in dire need of an overhaul, modernization and relaunching to the market when it was bought by artist and property developer, Miguel Nelson in 2022.

As a successful entrepreneur, having developed a portfolio of properties in Downtown Los Angeles, marketed as ultra-hip event spaces for private parties, weddings and corporate events, Nelson approached Mystery with a personal vision for how he wanted to upgrade Desert Island, but without the clarity needed to communicate and inspire his operations team and the existing members there; and without a plan of how to market the property externally to potential new guests and members.

Deliverables

Working directly with the new owner, Dan defined a vision for the Desert Island brand through his unique Strategic Brand Positioning process. Dan presented the new brand vision to the operations team to a round of applause, and using this brand vision as the guiding light for creative direction and brand-marketing decision-making, he crafted an identity design to help distinguish the beginning of new era for the club.

Dan also conceived a creative 360 degree marketing plan to relaunch the brand, across all it's functions, including the a new high-end restaurant, a lounge bar, an outdoor casual dining bar, a golf pro-shop, the 18 hole course, a private hire ballroom, and an art gallery.  The plan's goal to raise awareness, drive trial and build loyalty was spread across multiple pillars, including: advertising, digital, social media, influencers, guerilla events and press.

Mystery was subsequently retained to put the plan into practice as an out-sourced fractional chief of marketing and creative director, to design collateral and direct the in-house marketing team.

He wrote and directed the creative execution for the Desert Island website; conceived and art-directed several advertising campaigns; conceived marketing promotions; was creative director across a variety of applications, including social media strategy, local PR and partnerships, brand video production, menu development; online advertising; direct mail and e-blast mailing campaigns.

Strategy Summary

Mystery's brand positioning strategy differentiated Desert Island from the plethora of traditional country clubs in the Coachella Valley as a maverick brand, offering a 'club-life less ordinary' for a more hip demographic of socially sporty locals and visitors. 

The brand vision became the guiding light for the whole organization: inspiring the marketing team, the golf team, the events team and the F&B operators to win multiple best restaurant awards.

Campaigns have raised awareness and driven trial from local residents and incoming visitors from all over the US and Canada. 

Within a single season, membership doubled along with the revenues from the championship golf course tee-times. Within two seasons, Desert Island has become a standard for weddings and private events; and the art gallery has exhibited collections from a range of outstanding modern artists.

If you’re ready to take your brand to the next level, let’s connect.