IRVINE, CALIFORNIA – Tom Martin, Vice President of Planning and Product
Development and Jann Rowe, Vice President of Marketing for FivePoint came
together at the ULI OC/IE’s Leaders & Managers Program to discuss and share the strategies that drove the creation of Great
Parks Neighborhoods. The theme of their presentation was “The
Sum of the Parks Makes for a Great Whole.” They were speaking of the 2,100-acre
master-planned
community on Irvine Boulevard, adjacent to Irvine’s Great Park.
Organized and led by John Martin of Martin & Associates, the evening
began with introductions and personal insights of his son Tom Martin, stating that
he is a leader with a passion for business, creativity, and great planning and
product design. He described the younger Mr. Martin as visionary and strategic in
his place-making capabilities. He also introduced Jann Rowe, praising her
abilities to manage and direct the massive marketing program that will focus
squarely on the vision, the plan and the key connectivity of each unique community.
According to FivePoint, it is “a holistic mix of residential, commercial,
educational and recreational facilities.”
Tom Martin launched the evening by talking about “the manifesto” for Five
Point, which included a mandate to be different for a reason. He referenced the
outstanding way in which The Irvine Company does what it does, but said it set
a formulaic precedent that continues today. Great Park brings together the old
and the new. That includes the use of heritage trees in landscaping, and
creating neighborhoods that feel like they’ve been there for a long time. The
trees existed on the property and were preserved in tubs for future use. They
will be redistributed in key areas throughout the neighborhoods over time. He
also spoke of their study of the value ratio for integrated development to
determine appropriate products, amenities and niches for retail and services. Their
guide was “what people currently desire in a community” and how it departs from
past development principles.
Mr. Martin spoke in depth of developing connectivity of the neighborhoods that
aim to provide an intimate perspective, thinking about what people want in
their daily environment, such as unique parks. Examples include the Earth Park
and Air Park where natural landmarks become recreational attractions by using
creativity to reinterpret them. Pocket parks, walking connectivity and other
unique aspects of the neighborhoods were discussed, as well. He presented the
OC Great Park video as an example of FivePoint’s personal perspective of its
unique brand.
The video underscores a vision of creating a completely connected plan that
serves as a platform for Southern Californians to come and establish the
character of the region within this environment. It is a game changer in terms
of its long view, and the scope of its development, which includes major venues
such as a soccer stadium, high tech headquarters, and a network of amenities
that bring people together to enjoy all aspects of their lives. The goal is to
offer a place that will tell the California story over the next five decades.
Mr. Martin discussed segmentation that included product, price and
lifestyle. Schools are a big positive for homebuyers and the impressive new
Beacon Park K-8 School has spurred sales of attached product in Beacon Park.
The school is comprehensive in its facilities, including a full-court
gymnasium, fitness lab, dedicated music and science classrooms, and day care
center.
In speaking of FivePoint, Mr. Martin described the company as being “all
about going beyond the commitment.” Building connections, seeing the product in
an emotional way – the public’s perception – and hoping to shape the Southern
California story over the coming decades. Reminded of the magnitude of the
opportunity FivePoint operates consistently on its word: Delivered as Promised.
Jann Rowe continued the Great Parks Neighborhoods story speaking about the far-sighted
scope of the consumer experience. A former art history major in college, and a
long time veteran of the community development industry, Ms. Rowe pointed out
how elements of the consumer experience are strategically programmed to support
the overarching goal of connectivity that will continue throughout the
development of the neighborhoods. Early examples of the long term marketing
plan include tying community themes and experiences from park to park along the
innovative “T”, a walking and biking trail system. Since each neighborhood has
a somewhat distinctive look and feel, the connections between them become
active explorations, and extensions of ones’ own area into another.
The creation of the landmark pedestrian bridge is another distinctive
component that underscores and facilitates connectivity. The iconic 282-foot
bike and pedestrian bridge links the neighborhoods to each other and the Orange
County Great Park. Since it links neighborhoods and amenities, the bridge
becomes an intrinsic element in the overall lifestyle of the community.
Shifting to branding, Ms. Rowe talked about great brands that have created
memorable identity and created brand loyalty with a simple brand mark, such as
VW and Target. The Orange Bike that brands the FivePoint master-planned
community was selected because of its universality, and its message of a
healthy lifestyle, connectivity and a happy outlook. Upon close of escrow, each
household receives a bike at a cost to the developer of approximately $450, but
a great reinforcement of the brand. This marketing method dovetails with the
theme of active, pedestrian and bike friendly planning.
She discussed the visitor experience in depth, beginning with creating an
environment where people pay attention to what is around them. Bringing
visitors to such places as the new Parasol Park Living Room is a strongly experiential
method of marketing. Events held at The Living Room, a new outdoor space
designed for gatherings was the focal point of Parasol Park’s recent opening and
builder fair. It is such a uniquely inviting place that residents from
surrounding neighborhoods felt welcome to come and experience what’s new in the
larger community. Social media is a great tool for driving people to parks and
social programming is essential to supporting the authenticity of the brand. Inclusion
of both buyers and residents is the key to event success, melding the
experience of newcomers with those who already live in the Great Park
Neighborhoods of Beacon Park and Pavilion Park.
The overall marketing strategy was to focus on “HAPPINESS,” Ms. Rowe
explained and referred again to social programming and the creation of “legacy
events,” which are now attended by 40% of the homeowners in the community.
These include creative events such as Friday Night Happenings, with music,
artists, food trucks, beer and wine gardens and attractions that move the crowd
from place to place in the parks. The average cost of these events is $20,000.
Ms. Rowe came up with the Pumpkin Glow event that took place in the Great
Parks Neighborhoods, breaking the Guinness Book record for largest number of
lighted pumpkins in a continuous row, with over 10,000 people attending the 3-hour event. This is a
now a legacy event that has been given to the Home Owner’s Association.
Sharestream is an Airstream® trailer customized as a mobile information
center for use at openings and events that appeal to target markets. It’s an
ideal form of outreach for the community, and offers broad exposure for the
brand. Ms. Rowe hopes to be able to take the Sharestream to the 2017 Huntington Beach US Open Surfing Event as a representation of how the Great Parks Neighborhoods
blend old and new traditions into the community experience, and take an active
role in the Southern California lifestyle.
In summing up the presentation, Ms. Rowe spoke of the team behind the
marketing, and the shared ethos of always listening, encouraging consultants to
talk with each other to invent new ways to authenticate the brand position,
such as using kids’ artwork as a fence wrap. Behind the Great Park Neighborhoods
brand is a strong message of hospitality and connectivity and a desire to
continually keep the doors open to visitors and help them experience the
community first hand and frequently. As the Great Park Neighborhoods continue
to flourish, the FivePoint aim of changing the way Southern California lives
through innovative and enduring new development is well on its way.
A roster of leading
top marketing executives and leaders in community development and homebuilding participate
annually in the ULI INDUSTRY LEADERS & MANAGERS PROGRAM, organized and led
by John Martin of Martin & Associates.
The Urban Land
Institute is a nonprofit education and research institute supported by its
members. Its mission is to provide leadership in the responsible use of land
and in creating and sustaining thriving communities worldwide. Established in
1936, the ULI has more than 40,000 members worldwide representing all aspects
of land use and development disciplines. For more information please visit www.uli.org.