TR ADITION
BRAND PLATFORM
CREDITS | THANK YOU This Brand Platform is a result of the efforts and inputs of many of the members and staff at Tradition Golf Club in collaboration with Pipeline Agency, Los Angeles. Copyright © 2019 Pipeline Agency
BR AND PL ATFORM O
P UR POSE APPR OACH
In developing the Brand Platform, Pipeline relied upon information provided by the club, in combination with our own research, to assimilate functional brand elements (facts, figures, and data). Further, Pipeline Agency conducted a series of moderated group and individual inter views with a representative cross-section of members and staff (as identified by the club) to collect firsthand perspective with respect to the emotional and aspirational elements of the Tradition Golf Club brand.
USE
M OVERVIEW
This Brand Platform attempts to clearly identif y the club’s unique and differentiating brand at tributes, define brand positioning, and articulate a simple brand stor y so that Tradition Golf Club may bet ter define their overall value proposition, convey a strategic and consistent brand identit y, guide future development of subsequent marketing efforts, and drive increased attraction and retention of members.
The Brand Platform is intended to ser ve as a foundation that informs future marketing ef for ts (print collateral, website, digital media, etc.). While marketing collateral may be derived from the messaging and concepts contained herein, the visual elements and composition included here are not intended to represent literal marketing activations.
BR AND ESSENCE The brand essence is the fundamental qualit y of Tradition Golf Club, representing the hear t and soul of our communit y and reflecting our overall brand equit y. It is expressed as a constant across the entire brand platform.
S ATISFAC TION for THE SO UL A unique sense of contentment inspired by natural beauty, genuine people and golf’s best kept secret.
the fact there is no sign, is a sign...
...However you find your way here, once through the gates you’ll know you’ve arrived.
Here, welcomes seem warmer, farewells feel fonder, and people are genuinely glad to be here, together.
A sense of calm guides the way past vivid colors and lush landscapes to reveal a soul-satisfying communit y that few will ever discover.
When you find yourself here, you realize you’ve found something far more desirable than per fection…
This is a place of uncomplicated sophistication, infused with the authentic charm and character of the legend who built it as a true gathering place for friends. These same customs and values that have shaped our histor y are still present, and guiding our future as well.
You’ve found harmony, achieved through the unique and wonder ful combination of people, nature, and one of golf ’s favorite places.
BR AN D STORY
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AN O A SIS of SPLE ND OR
BR AND M ARKER S In our approach to crafting the brand messaging for existing members, potential new members, and those within our sphere of influence, messaging will be rooted in these brand markers… O4
PA LMER’S iconic LE GA C Y
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A r i ch H I STORY
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UN ITED b y CHA R A C TER
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BO UT IQ U E i n t i m a t e SET T IN G
A DR E A M golf E XPERIE NCE
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AN O A SI S of SPLEN D OR
Tradition is an oasis—a refuge of fertile grounds unexpected in the desert, nourished by flowing springs and protected by the majestic Santa Rosa mountains. A visually stunning alliance of lush verdant greener y and barrages of bursting flowers taunt a sparkling desert canvas, enlivening an environment that is fully experienced...rather than simply appreciated. Warm, steady breezes ser ve up invigorating swirls of anticipation and fulfillment flavored by master fully manicured golfscapes placed here lightly, as if by nature herself. The significance of Tradition extends well beyond what meets the eye —an intangible qualit y that seemingly compels good souls to gather and share time together here, adding to the unique joy created by one of the world’s most naturally breathtaking set tings.
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We are entrusted with something greater than us
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Our history is the story of Tradition
on
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A rich HISTORY
Tradition’s rich histor y is characterized by pioneers and trailblazers who shaped and strengthened this impressively distinct communit y. The original structures from the Hacienda Del Gato ranch ser ve as beautiful reminders of an era when icons like Gable and Hepburn and leaders named Eisenhower and Kennedy spent time here regularly, enjoying what was then an exclusive retreat for in-the -know celebrities and politicians seeking a private sanctuar y from the world at large. It was perhaps inevitable that golf ’s greatest ambassador and visionar y was so inspired by a visit here that he sought to reimagine the ranch as a set ting for one of the game’s most beautiful masterpieces, and his own personal residence. Tradition continues today as a place of storied significance, filled with the hallmarks of the charm and character of yesterday, and at tracting a new era of icons and leaders.
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U N I T ED b y CH AR AC T ER Once you belong to Tradition, you truly belong. This is a place where ever yone feels instantly welcomed and at home. We recognize that being here means we are part of something bigger than any one of us, unifying all of us. We come from diverse backgrounds. We represent a wide range of ages. We work in a variet y of interesting professions. But we all share one thing in common: a sense of gratitude and pride in being part of this communit y. And although we come here from around the world, we share “Midwestern” values—the bond of a person’s word, good manners, mutual respect, and a genuine sense of caring for one another. We’re all here to enjoy a lifest yle that is at once sophisticated and uncomplicated. Status symbols are insignificant at Tradition, except for one —an understated logo representing our connection to this exceptional communit y of members.
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We share a sense of gratitude and pride
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There are no bad stories about Arnold Palmer
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PALMER’S iconic LE GA C Y There’s a reason Arnold Palmer made this place his first—and only —West Coast home. This set ting was the per fect place for The King to create his singular vision of what a golf course can be, and what an ideal way of life should be. Long-time members and staf f have their own stories about when The King was here —the nod, the thumbs-up, the kind words and the sincere compliments. Palmer infused his inherent charm and easy -going elegance to a communit y defined by his unique blend of relaxed refinement and exceptional standards...and shared Tradition with his family and friends who continue to enjoy time here. Palmer’s legacy is fully alive at Tradition. His passion for the game is felt on, and around the golf course. Charm jumps of f the clubhouse halls. And ever y member just seems genuinely happy and for tunate to be here...just like Mr. Palmer did.
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B O UT IQ U E i n t im a t e SET T IN G Tradition is a bespoke membership experience that naturally attracts those who appreciate the best-of-the -best and the finest-of-the -fine, without the need for much complication or pretense. We enjoy an inviting intimacy here —where members wave as they pass by, and take time to pause and say hi. Stories and smiles are the currency exchanged behind the gates of this hidden retreat, close to ever ything yet far from the ever yday. A refined, intimate communit y at once exclusive and welcoming, vibrant and relaxing, Tradition is the rare place that enriches the mind, warms the heart and satisfies the soul. Endless activities and experiences offer the freedom for members to be as active as they choose, enjoying the best life has to offer, surrounded by people who are genuinely glad to be here...and equally glad that you are too.
You don’t want this exp
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his experience to end, and it doesn’t have to
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This land bends and curves beautifully, giving the course lots of drama
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A DR E A M golf E XPERIE NCE
There’s a reason why Tradition is the first—and last—golf course people hope to play when they visit the Coachella Valley: this is an authentic ‘golf club’ with a top-ranked course created by a master at the height of his craft. Arnold Palmer designed a memorable layout that per fectly conspires with the pristine natural surroundings, a manicured course characterized by lightning-fast greens, Augusta White sand bunkers, and breathtaking water features. Not content with mere excellence, Palmer infused his artistr y and charisma through dramatic elevation changes, split greens, secret tee boxes, and other treasures that await discerning golfers— including jaw-droppingly gorgeous vistas and an awe -inspiring connection to nature. Playing here is an occasion that inspires stories and emotions, and instills devotion to this “dream” golf experience. All these elements, and a course maintained to a standard of per fection that impressed even The King, have created an aspirational experience and a unique golf culture —one that attracts players at ever y level who share an appreciation for the game presented at the highest level.
THIS IS WHO WE ARE Our Character Traits G R AT E F U L We are thankful for having achieved the success that brought us here, never taking for granted the exceptional qualit y of the Tradition experience.
RESPE C TFUL We believe ever yone should feel comfortable here, reaching out in the spirit of belonging to new members, guests and all others we encounter.
UNPRETENTIO US We are unassuming yet confident about the qualit y of our club’s golf experience, the caliber of our amenities, and the character of our members and staf f.
WELCOMING We reach out in the spirit of friendship and belonging to new members, guests, staff and all others we encounter.
YO UNG -MINDED We are an energizing, cheer ful and in-the -know communit y fueled by interesting, engaged and active people.
T H I S I S HO W W E TA L K Our Tone Of Voice Principles
Ever yone should feel welcome and comfortable here. We avoid language that asser ts or implies exclusion or elitism.
We are appropriately outgoing, with a friendly and respectful tone. We always assume and operate from a place of good intentions.
We communicate messaging based on our assurance in the qualit y of our golf experience, the caliber of our amenities, and the character of our membership.
Simply by being ourselves, we influence others by pulling them to us with well thought-out messaging that positions our brand as a positive addition to daily life.
We are not afraid to be playful in tone and clever in our expressions. We always assume and operate from a place of best intentions.
TA R G E T A U DI E N CE S
Values: Well-Being / Vitalit y / Connection / Activit y / Involvement
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Composition: Empt y nesters age 40+ earning a comfortable living, nearing or in semi-retirement
We are an affluent sub-segment of the Baby Boomers with a passion to enjoy life to the fullest. We are focused on enhancing our health and well-being through an active lifestyle, cultivating friendships through shared experiences– and we are working longer and living better as a result.
A C TI V E A CH I EV ER S
WHO WE ARE We are enjoying the transition from child rearing to retirement. We are energetic, involved and financially influential. Our net worth is well above average and we are adventurous, healthy and productive. We have a passion for life and a positive self-image, and we are now enjoying life’s luxuries (without being frivolous or pretentious). We prefer experiences over things, especially when they can be enjoyed among our friends and family.
W H AT W E WA N T • Be proactive about our wellness and take persistent measures to remain active and control our physical, spiritual, social and financial health. • Maintain a supportive circle of close, trusted friends. • Participate in an atmosphere where experiences are turnkey. • Develop new and pursue existing interests together. • Ser ve the communit y through volunteering and advocacy.
W H AT W E B E L I E V E Far from old age we are now in a stage of life where we feel good about enjoying some of the fruits of our labors. As we transition into retirement, our investment philosophy is as much about enhancing our health and wellness as our portfolio. Time spent together with friends and family is a big part of our lifest yle, as is giving back through volunteering or advocacy.
W H AT S T O P S U S • Joining a countr y club isn’t a good financial investment • We don’t know any club members / too dif ficult to get in • We are still a few years away from ‘retirement’ • We don’t play golf enough right now to justif y the cost of membership • We have competing priorities for our time (traveling, second home, etc.)
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Values: Qualit y / Tradition / Prestige / Involvement / Development
Composition: Serious golfers age 35+
We reside at least part-time in the greater Coachella Valley area and try to play at least once per week on average. We appreciate both the competitive and social aspects of the game, and will spend within reason for golf lessons, merchandise, and golf destination travel.
GOLF EN THUSI A STS
WHO WE ARE We are passionate about the game of golf, and are looking to up our game. Most of our golf is currently played on higher-end public/resort courses, or at entr y -level clubs, often at the expense of crowded courses and competitive tee times. As enthusiasts, we enjoy the game at another level—the camaraderie, the tradition, the histor y, and all the other nuances. We appreciate an elevated golf experience and the sense of identit y and belonging that club culture af fords.
W H AT W E WA N T • Pursue our passion for the game of golf at an elevated level • Be healthy and active with family and friends • Develop meaningful relationships with fellow golf enthusiasts and professional staf f who share the same passion • Take par t in planned events and activities that will enhance our golf experience
W H AT W E B E L I E V E For golf enthusiasts, it can be difficult to balance time on the course with various work and family time commitments. We enjoy an available golf course with a fast pace of play. But qualit y of life is important to us, and we frequently spend money on experiential categories—dining out, vacations, ar ts and entertainment. We view club membership as a significant financial investment, but one that can be justified in terms of improvement to our overall qualit y of life.
W H AT S T O P S U S • We wouldn’t be able to play of ten enough to justif y the expense • Not sure my spouse or significant other would use the club • We don’t know any members • We should wait for a discount or incentive to join • Misperceptions about joining (sponsorship, residency, price, wait lists, etc.)
T H E M O ST CO M PELLI N G NAT URE AN D G OLF I N TH
IN G UNION OF PE OPLE, N T HE COA CHELL A VA LLE Y
PO SITIONI N G STATEMEN T
S AT I S F A C T I O N FOR THE SOUL
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