Fuel | Case Studies | Seven Falls

Seven Falls

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For a certain pocket of the wealthy, luxury is no longer defined simply by the products they buy, but equally by the experiences they share. Perhaps it has something to do with having too much of a good thing.

However, for many of today’s wealthy elite, luxury and status are defined by the variety and depth of unique lifestyle experiences they acquire, and less by tangible products they accumulate. In fact for many of these people, possessions serve as the conduit for the experiences they seek.

Seven Falls, a new golf and river club between Asheville and Brevard, North Carolina, offers a luxury lifestyle, with amenities today’s luxury consumer expects. This target is highly motivated by unique adventures, from hiking the Canadian Rockies to playing golf at St. Andrew’s.

We worked through a Statement of Brand Assets and Liabilities, similar in many ways to a balance sheet, and discovered that many of Seven Falls’ natural assets were being under-leveraged. Notable was its ability to deliver on an authentic set of lifestyle events comparable to those found in other well-recognized locations around the world.

So, seeking a seamless alignment between product, market, and consumer, we focused on the experiential aspect. Knowing that the audience had a well-rounded set of worldly experiences they could measure Seven Falls against, we created a campaign probing the emotional bond these quietly wealthy consumers have with their favorite possessions.

The result was more than effective. At Seven Falls, 87% of YTD lead generation goals were met after only eight months, while lead to sales conversion rates far exceeded original models. Most importantly, all 125 sites in Phase 1 sold out during the Grand Opening.