Sandpearl Resort

The JMC Communities team 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.

And they needed to do it on time, to pro forma and without a franchise flag.

Using StoryJam™, we defined the characters, setting and emotional and action dimensions of a new kind of Gulf Coast resort. 

The results were broad and targeted:

• A complete “story bible” 
• A new lexicon
• New design standards 
• A clear description of what a guest would experience

Next, we designed a new story-driven brand. 

The Clearwater Beach Hotel evolved into the Sandpearl Resort. It’s an independent, unique offer of casual Florida elegance focused on the Gulf of Mexico’s natural beauty. 

Stellar Results for Sandpearl

With the brand architecture clear, we began a 14-month process of building the Sandpearl guest experience. 

This process resulted in a finished program that drove architectural design, operational planning and training across 10 critical touchpoints. 

At IDEAS, we represented the guest’s point of view during the design process. In turn, this influenced the direction of interior design, operations and training. 

We also provided the concepts for numerous guest and employee programs designed to offer the hotel a wholly distinct brand.

As part of the guest experience design, we created the preview center video piece. The video included both original production and stock footage. 

The highlights of the piece were creating and shooting sand sculptures of what the Sandpearl Resort would look like when complete.

Ultimately, the condo floors sold out in one event. The resort opened in fall of 2007. 

Its only real competitors — The Naples Ritz-Carlton and the Don Cesar Beach Resort — have mounted aggressive campaigns to try to protect their market share. 

Meanwhile, the travel trade has embraced the resort as the new standard of excellence.