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Case Study #1: Bluegreen Club 36™
People travel to have an experience. Part of creating that experience within a resort is creating a theme that draws people in and makes them feel like they are part of a story. Sometimes it means creating an environment that transports people to another place in time. In the case of Bluegreen Club 36, this was the Golden Age of Aviation. The aviation theme was chosen because the resort itself is in the flight path of planes landing at McCarran Airport in Las Vegas. Rather than ignoring the planes flying overhead, we capitalized on it to transport people to the romantic age when commercial air travel was born. And of course, we needed to execute it all keeping budget as a top priority.
The exterior of the resort building itself is not themed, so it was imperative that once the guest arrives at the resort they immediately got a sense of the time period, but also the Bluegreen brand of fun. The guest experience begins in the parking lot with themed parking lot section banners, which use Art Deco design and retro plane graphics to highlight the different areas of the parking lot. When guests arrive t the front desk to check in, they are greeted by staff members wearing Bluegreen-branded captain and flight attendant uniforms. These uniforms were designed by BGCG and included all components from the flight attendant scarves to the airline “wings” nametags. While the guest is interacting with their “flight attendant” they view a branded video loop than runs on flat-screen monitors on the wall behind the front desk. This loop showcases all Bluegreen resorts and lifestyle images that instantly draw people in and put them in the vacation mood. Once they are checked in, they receive a check-in packet. All the materials inside are branded to Bluegreen and the property, and most importantly were upgraded to more environmentally friendly and cost-effective papers and inks.
As guests leave the front desk on the way to their rooms, they pass by original artwork completed by BGCG that features aviation imagery with a historic feel. We used vintage photography and innovative design techniques to create a themed artwork collage that reinforces the aviation theme—and did so far more affordably that purchasing artwork.
The aviation theme was also carried over to the food and beverage operation at the resort. The pool bar and grill needed a name, signage and a menu. We named the bar “Amelia’s” after the famous aviatrix. Original themed signage was created from a logo featuring airline “wings” with a vintage look. Menu items were also given themed names like Jet Fuel, Lost Luggage and Red Eye.
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