Launching a Premier Desert Oasis Community

 

Project Overview

 

From 1998 to 2003, Sunrise Company developed Red Rock Country Club, an exceptional 738-acre private country club community nestled near the stunning Red Rock Canyon outside Las Vegas. 

The Development

This comprehensive luxury living experience included:

• A guard-gated community with 1,100 custom single-family residences

• Two 18-hole championship golf courses designed in partnership with Arnold Palmer

• A spacious Main Clubhouse, complete with a sports club, aquatic center and tennis complex 

Marketing Challenge

As a new luxury development in a competitive Las Vegas real estate market, Red Rock Country Club needed a sophisticated marketing approach that would effectively communicate its premium positioning, highlight its world-class amenities, and attract qualified prospective residents to this exclusive desert community.

Strategic Approach

As Account Supervisor at Goswick Communications, I led the comprehensive marketing launch for this prestigious community. Our strategic approach included:

1. Visual Storytelling: I managed a professional photography shoot to capture the dramatic natural beauty of the Red Rock Canyon setting and the exceptional quality of the development.

2. Brand Development: I collaborated on establishing a brand that conveyed the community's premium positioning and ensured all materials aligned with the established brand standards.

3. Print Production Excellence: I supervised the production of premium marketing collateral utilizing specialized techniques including custom die-cuts, foil stamping, and both saddle-stitch and perfect binding. This included careful selection of appropriate paper stocks and specialty print coatings to convey luxury.

4. Targeted Direct Marketing: I managed comprehensive direct mail postcard campaigns designed to reach qualified prospects in strategic markets.

5. Digital Integration: I collaborated with the web development team to ensure consistent messaging and visual identity across the website, incorporating compelling imagery and persuasive content.

Implementation

The project involved meticulous attention to detail throughout the production process:

• Coordinated complex photography shoots to showcase the property's most compelling features

• Managed client feedback and approval processes to ensure alignment with development goals

• Oversaw high-end print production with specialized finishing techniques

• Directed the distribution logistics for all marketing materials

• Ensured seamless integration between print and digital marketing channels

Results

The marketing program successfully positioned Red Rock Country Club as a premier luxury desert community:

• Effective communication of the development's unique value proposition

• Consistent premium brand presentation across all touchpoints

• Successful generation of qualified prospect inquiries

• Support of community sales goals throughout the development period

• Establishment of Red Rock Country Club as a prestigious Las Vegas address

• Red Rock County Club today

Professional Growth

This early-career project provided invaluable experience in luxury real estate marketing and print production expertise. Working on this development expanded my professional capabilities in numerous areas, including specialized printing techniques, premium materials selection, project management, and high-end visual storytelling for luxury communities.