JMC Communities needed to create more than a new resort property. They needed to create a new mythology combining the best of a 100-year history with the promise of a new and luxurious future — on time, to pro forma, and without a franchise flag.
Using StoryJam™ IDEAS defined the characters, setting, and emotional and action dimensions of a new kind of gulf coast resort. The results were a complete “story bible”, new lexicon, design standards and a clear description of what a guest would experience.
Driven by the story, a new brand was designed. The Clearwater Beach Hotel evolved into the Sandpearl Resort. An independent, unique offer of casual Florida elegance focused on the natural beauty of the Gulf of Mexico. With the brand architecture clear, a 14-month process of building the Sandpearl guest experience began, resulting in a finished program that drove architectural design, operational planning, and training across 10 critical points of touch. IDEAS represented the guest’s point of view during the design process, influencing the direction of interior design, operations, and training. IDEAS provided the concepts for numerous guest and employee programs designed to offer the hotel a unique brand.
As part of the guest experience design, IDEAS created the preview center video piece. The video included both original production and stock footage. The highlight of the piece was the creation and shooting of sand sculptures of what the Sandpearl resort would look like when completed.
The condo floors sold out in one single event. The resort opened in fall 2007. It’s only real competitors, The Naples Ritz-Carlton and the Don Cesar Beach Resort, are both mounting aggressive campaigns to try to protect market share. The travel trade has embraced it as the new standard of excellence.
