MASTER PlAN WORkBOOk - Hot Springs Village

HOT SPRINGS VILLAGE
Master Plan Workbook
05.27.2014
HOT SPRINGS VILLAGE
Master Plan Workbook
Village Placemaking Team
David Twiggs
ChiefOperatingOffice,AICP,LEED
Stephanie Heffer
DirectorofRecreation&Lifestyle
Dannet Botkin
DirectorofMarketing
Dr. Yang Luo
DirectorofPlacemaking&Design
HOT SPRINGS VILLAGE
Master Plan Workbook
Table of Content
Section I: Business Plan ...............................................................1-3
Section II: Overall Existing Development & Analysis .............. 4-11
Section III: Community Value Projects .....................................12-32
Acknowledgment
Gary Adams, Beverly Ellison, Linda Mayhood, Jason Miller, John Paul
Suette Tadlock, Jason Temple, Doris Truett, Layne Wagner, Lisa Watson, Don Yucuis
GateEnhancement...........................................................................................................................13-17
GrovePark.......................................................................................................................................18-20
CommunityGarden..............................................................................................................................21
VillageCenterDist.(IncludingArtsVillage).....................................................................................22-23
EquestrianCenter..................................................................................................................................24
LagoTrailLoop......................................................................................................................................25
RVPark.................................................................................................................................................26
DeSotoClubComplexMasterPlan...................................................................................................27-29
BalboaBeach...................................................................................................................................30-31
OtherBalboaFacilities..........................................................................................................................32
BicycleFriendlyVillageProposal............................................................................................................32a-b
Section IV: Ultra Local Value Projects ................................. 33-35
Micro-Neighborhood.........................................................................................................................34-35
Section V: Brand and Programming ......................................... 36-44
Branding&ProgrammingProjects...................................................................................................37-41
EXITDocuments..............................................................................................................................42-44
Data Source
Village Placemaking Team
Department of Marketing, Department of Recreation & Club Services, Department of Public Works
HOT SPRINGS VILLAGE
Master Plan Workbook
Section I
Business Plan
Business Plan
Business Transition Model
2
2014 Goal Outline
Goals and Task Outline 2014 5/9/2014
Twiggs Mission Areas
Growth
Monetizing Opportunity
Customer Experience
Placemaking
Accountability
Innovation
Create Conditions for Residential Growth
Build Financial Structures that allow
HSV to Finacially Benefit from Opportunities
Create Systems that Improve
Customer Experience
(Customer= Member, Visitor, Partner, CoWorker)
Create Greater Sense of Belonging
Resident/Visitor Groups Formally Unaddressed
Identify Civic Capital Investment Opportunities
Clear Dessemination of Expectations
Clear Reporting of Indicators
Infrastructure Standards and Maintenance
Increase level of Corporate Sophistication
Allign with Modern Best Practices.
BOARD APPROVED GOALS
*Identify and implement updated overlay and
entitlement processes
*Create conditions for capital investment
*Complete comprehensive analytics and
market studies
*Reenergize non-resident marketing and
participation
*Update marketing plan and website
*Identify and implement a secure visitor entry
process
*Identify and execute new amenity product
*Implement new budget process and achieve
development
2014 budget projections
*Foster greater staff and member participation
in innovative ideas
*Implement new One-Stop Customer Service
Program
*Reinvigorate and grow real estate value
*Implement revised employee evaluation
system
*Promote better efficiency in work flow tracking
and project completion
*Identify and promote an updated HSV
business Model
*Modernize permitting and regulatory review
processes
*Maximize regional participation, improve
economic opportunities and enhance HSV
national reputation
*Enhance existing infrastructure and levels of
*Implement new and transparent budget and
financial, process, including dashboard metrics
*Exand current amenity usage by members,
guests and visitors
*Enhance timely and accurate communication
with members
*Dialogue with land developers/urban planners
to produce an initial commnity development/
reinvention plan
*Foster continued staff development and
training programs
service through timely maintenance and
repair consistent with established budget
priorities
*Develop and execute new information
technology and website upgrade
Twiggs Standing Goals and Critical Path Elements Unprioritized (Internal)
Growth
Core Definition / Catalog (I.H.)
Analytics (I.H.: Acquisition / Staging)
Cred Campaign (Capital Market - RDG)
Replicate Project Interactions (I.H. SWD)
Market CampaignBuilder (ULI / CNU / NTBA / VC)
Building Partnerships
Design Concept (I.H. / DP2 / Per Project/ DK)
Legal Framework / Entitlements (Lvg CCI)
Monetizing Opportunity
Opportunity Identification In:
Fees and Rates
Capital Gains
Tourism Revenue
Assessment Stratagies
Capital Investment Funding
Customer Experience
Inter Departmental Colaboration
Customer Service Problem Identification
Visitor Experience Flow Analysis
Resident Rules Analysis
End User Rules
Placemaking
Amenity Product Development/Improvement
Civic Space Creation
Create Value for Real Estate
Sustainability and Stewardship
Community Programming
Regional Participation and Reputation
Accountability
Process
Reporting
Innovation
Policies
Performance Refocus to Goals
Infrastructure Standards and Maintenance
Technology
Work Flow
Function Clusters
Efficiency Analytics
Innovation
Customer Experience
Gates Procedures and Flow - Gary
Permitting Process Dannet/Beverly
Call Center JP/Linda
Help Desk - Linda
Visitor Experience Flow Analysis - Dannet
Process and Regulatory Review - Dept Heads
Advocate Revision - Launched
Friday Digest Public - Complete
This Week In HSV - Complete
Training Review Customer Service - Layne
Placemaking
Rod & Gun Club - Launched
Basecamp SH/ JR
Equestrian Center - Pro Forma
Community Garden - SH / Ladies Garden Club
Farmer's Market - Launched
Rock Porch Series - Launched
East Gate Project - Phase 1 underway
Desoto Club Renovation - Placemaking Team
Capital Investment - Village Center Planning
Accountability
Revise Employee Evaluation Program - Layne/Linda
Clear Financial Reporting - CFO Hold
Metric Dashboard Development CFO Hold
Facilities Maintenance System - Linda/JT
Innovation - Recommendation Ready
Update Computer Software
Budget Amendment Process Under Initial Trial
Purchases Process Update - Linda
Departmental Function Review - Department Heads/ Pending
Utility Rates
Growth
Brand Position Study - Complete
Overlay Process- 60% Done
Analytics Rpt. - Done
Market Study - Engaged / August
Marketing - OHC Magazine/Brand ID/ Vision Project
Entitlement Process - Outline
Website-Parts are Complete. New Platform on Hold
Hotel Market Study - Complete
Sales Program Planning - Underway
Acquisition Program - Underway
Monetizing Opportunity
Non RE Marketing - Ouachita Sports Trail - Launched
Two Tiered System - FFTF
Amenity Buy-In Fees -FFTF
Transfer Fee Analysis - Done
Utility Rate Study - Jason T.
Remnant Golf Expansion Dannet / JP
Business Plan
2014 Initial Tasks and Focus Areas (Will be adjusted for Status)
3
1
5/9/2014
HOT SPRINGS VILLAGE
Master Plan Workbook
Section II
Overall Existing Development &
Analysis
Property Lot Stock:
34,149
8,627 including commercial
8,575
Total Lots:
TotalDeveloped:
DevelopedResidential:
Community Baseline
Business Breakdown Inside the Gates
Physical Specs:
26,014
Total Acreage:
Total Property Lots:
501.15
472.31
Miles of Roads:
Paved:
Internet:
AT&T
Suddenlink
Energy:
FirstElectric
Entergy
Water Capacity: Currently4MGD,Future6MGD,AverageUsage:2to3MGD,FutureAvailableCapacityapproximately3MGD
Sewer Capacity: MillCreek andCedarCreekWWTP each have: 1MGDTreatmentCapacity,Avg.Usage:0.5MGD,Avg.Available
Capacity:0.5MGD
Amenities:
Population:
14,897
17,076
18,043
Fitness Center:
2013
2012
2011
178,336
165,300
113,063
Tennis Center:
2013
2012
2011
17,761
22,882
23,138
Facility Rentals:
2013
2012
2011
3,454
3,226
3,155
$
$
$
$
453,236,700
23,714,100
25,675,050
502,625,850
$
$
$
$
353,539
142,000.60
80,486.05
576,025
GolfHomesSF
GolfHomesMF
GolfLots
1157
18
1362
2537
$
$
$
$
26,629,250
1,738,250
331,106,050
359,473,550
$
$
$
$
23,015.77
96,569.44
243,102.83
362,688
ViewHomesSF
ViewLots
321
177
498
$
$
$
55,744,850
2,747,100
58,491,950
$
$
$
173,659.97
15,520.34
189,180
13251
Total Households
Avg. Household Size
TotalFamilies
Avg. Family Size
HouseholdswithOwnChildrenUnder18
Livingalone
65YearsorOlder
HouseholdswithOneorMorePerson60Yearsor
Older
7297
1.81
5017
2.13
305
2096
1627
MedianAge
RetirementAverageAge:
EmployedAverageAge:
Male:
Female:
MedianHouseholdIncome:
Race:
Visitors in 2012:
DiamondLakesRegion:
Garland:
Arkansas:
6082
68.3
73.6
51.8
52.1
51.7
$51,502
97.5%White
2,975,084
2,478,332
22,859,763
8,030
45
272
209,400
N/A
969
Real Estate Sales:
Avg. Capacity
400,000
MLS 2/1/14
Homes
Lots
Utility Accounting
Deed Accounting
2013
2012
2011
2010
2009
599
473
439
382
339
685
1714
614
3771
1301
MLS Lots For Sale:
389
2/11/14
Licensed Brokers:
81
152,233
Construction:
$60-$249K
$250-$500K
$500K-$1MM
>$1MM
275
96
15
3
389
New Homes
Permitting Dept
2013
2012
2011
2010
2009
21,260
79
57
54
80
62
Total
Homes Listed
BOR
1284
2187
1053
4153
1640
348
354
370
-
Inside
Outside
Total
6
0
1
2
1
4
6
1
0
0
1
24
0
0
0
0
7
0
1
0
0
0
0
3
2
0
2
0
0
1
0
0
0
1
0
8
0
1
0
1
1
13
1
0
0
2
0
0
1
1
0
0
1
7
0
0
1
3
8
15
1
2
0
0
3
2
0
0
0
4
1
3
3
0
2
1
1
7
6
0
2
2
1
1
1
1
2
0
10
1
2
2
0
8
13
5
2
116
4
1
2
0
0
0
5
2
13
0
1
3
4
12
21
2
2
0
1
27
2
0
0
0
11
1
4
3
0
2
1
4
9
6
2
2
2
2
1
1
1
3
0
18
1
3
2
1
9
26
6
2
116
6
1
2
1
1
0
5
3
93
253
346
Housing Stock:
3,278
Reference: ACS 5-YR 2008-2012
Total Population
Ave Price
1282
167
319
1768
Real Estate Home Ranges:
Visitor Golf Rounds:
2013
2012
2011
Value
920,591,350
LakeHomesSF
LakeHomesMF
LakeLots
Total Units:
Multi-familyFor-Sale:
Single-familyAttachedFor-Sale:
MedianSingle-familyHomeValue: $
AverageSingle-FamilyHomeValue:
MedianGrossRent: $
Amenity Usage Stats:
258,348
300,484
280,125
$
Sales Info:
9GolfCourses
13-CourtTennisFacility
11LakesforBoating,Fishing,Kayaking,SwimmingandPaddleBoarding
3Beaches
2Full-ServiceMarinaswithBoatRentals
30MilesofNatureTrails
8PickleballCourts
Outdoor&IndoorPools
LawnBowling&BocceBall
FitnessCenterwithMassageTherapy
PerformingArtsCenter
DogPark
RVPark
Total Golf Rounds:
2013
2012
2011
4,803
AccountingServices&FinancialAdvisors
Advertising
AnimalShelter
Attorneys/ElderLaw
AutomotiveCareand/orDealers
Banks/CreditUnions
Beauty&PersonalServices
Builders
Carpet&Flooring
Catering
Childcare
Churches
CleaningService
CommercialRealEstate
ComputerServices
EducationalTraining
Dental/Eyecare/Hearing
Florist
Fuel/ServiceStation
Grocers
Heating/Cooling
HomeImprovement
Hospice
SeniorCare
Insurance
Lodging(1motel)
Marinas
MedicalEquipment
MortgageLoans/Lending
Movers
Music
Newspapers/Magazines
PestControl
Pharmacy/Drugstore
Photography
Therapy
Plumbing/Propane/Roofing/MasonryContractor
PostOffice
Printing/Sewing/Embroidery
Radio
RealEstateSales
Restaurants&Beverage
Retail
Schools
ServiceClub/NotProfit
Storage
Telephone/Communications/Cable&Satellite
TitleCompany
Transportation
TravelServices
Utilities
Veterinarian/Grooming
Wine&Spirits
Overall Existing Development & Analysis
Community Baseline
Commerical:
1
47.5%Male
52.5%Female
68.8%
4.2%
28.7%
22.3%
83.3%
-
6108
6804
63.8%Married-CoupleFamily
HSV Total Tax Value: $
County Total Homes:
Total Single-Family Homes:
CountyAvg.SFHome:
Total HSV Homes:
Total HSV Lots:
Total Multi-Family Homes:
Avg.MFHome:
TaxAssessmentTotal:
TaxAssessment(Rural):
SchoolTaxbyDistrict:
Total
Housing Stock by Square Feet:
>1000:
1.0-1.2K:
1.2-1.4K:
1.4-1.6K:
1.6-1.8K:
1.8-2.0K:
2.0-2.2K:
2.2-2.4K:
2.4-2.6K:
2.6-3.0K:
3.0-3.5K:
3.5-4.0K:
4.0-4.5K:
4.5-5.0K:
5.0-6.0K:
6.0-7.0K:
7.0K>:
Total
1,850,936,500
Saline
$
$
$
$
$
3454
256,792
3,377
11,779
75
216,573
1,037,912,300
835,350
1,037,912,300
8,464
Garland
$
$
$
$
3
4021
158,731
N/A
N/A
914
94,823
812,188,850
N/A
812,188,850
5
16
411
449
923
1169
1124
874
720
558
623
337
131
59
23
11
4
2
7434
5
Updated on April 29, 2014
Placemaking & Development
Values/Standards
HSV Placemaking
& Development
Values/Disciplines
•
•
•
•
•
•
•
•
•
•
•
Connection toNature
ConnectiontoArts
OutdoorRecreation/Golf
CreateCommunityUltra-LocalValue
SocialConnectionsand"ThirdPlace"Development
 Noisolation(solitudeisok)
 Designpromotesconnectionsandinteraction
 Regionalismandpartnership
 Localism
Entrepreneurship
LandPreservation
 Density
 Conservationofopenspace
 Wildlifepreserves/Naturalconserve
Self-Realization throughLearning,ExperiencingandService
Agriculture/Sustainability
Individualism
Authenticity
Environmental/Green
HousingDiversity
CulturalDiversity
DiversitywithoutDivision
Walk/Bike/AlternativeVehicle
Standards
•
•
Beauty
High-Quality
Two-tier Project Evaluation System
Overall Existing Development & Analysis
•
•
•
•
•
Tier 1 Project Criteria
• DirectROIandProducesNewGrowth
 ActivatesNonproducingPropertieswithUltraLocalValue
 GeneratesSignificantCommunityValue
Tier 2 Project Criteria
• IndirectROIandEnhancesExistingPropertyValues
 EnhancesExistingFacilities /Amenities
 EnhancesUltraLocalValuetoBuiltoutNeighborhoods
•
Community Value isthevaluethatcreatesimpactsintheentirecommunity.
Project
Site
WoodShop
VAC
•
Ultra-Local Value isthevaluethatislocalized,impactingthevaluesofpropertieswithinvalue
gravityradius.
MetalShop
VAC
EquestrianCenter
EquestrianPark
Note:someprojectscanprovidebothCommunity ValueandUltra-Local Value,forexample,theGrove
Bakery/SandwichShop
VAC
Park.
CommunityGarden/GreenHoses
PowerCut
WineBar
VAC
Restaurants
VAC&DesotoComplex
6
Tier
1
1
1
1
1
1
1
Total
25,782.54
33,453
Built
Total
% of Built
2064
334
667
494
518
1713
1423
34.93%
11.87%
15.06%
10.99%
11.09%
25.86%
31.55%
7,213
21.56%
Overall Existing Development & Analysis
Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Region 7
Residential
Acreage Single Family
Lots
4,469.72
5,909
2,253.02
2,813
2,414.80
4,430
2,303.57
4,495
4,212.93
4,671
4,859.27
6,625
5,269.23
4,510
7
8
Overall Existing Development & Analysis
9
Overall Existing Development & Analysis
10
Overall Existing Development & Analysis
11
Overall Existing Development & Analysis
Village Center Core
Village Center Core
Name
Acrage
1
Road&Right-ofway
21.55
Name
Acrage
SaintJoseph's
13 RegionalMedical 4.77
Center
2
Residential
0.26
14
3
Residential
3.13
15
4
5
6
7
8
Residential
Residential
CooperOwn
CooperOwn
CommonArea
Woodlands
Auditorium
GrovePark
Residential
1.48
0.91
6.49
0.19
6.26
8.50
21
21
3
3
19
19
5
5
4
4
18
18
11
12
10
10
6
6
17
17
10
11
11
7
7
8
8
1
1
22
22
12
12
16
16
15
15
CommonArea
1.33
16
17
18
19
21
FirstAssemblyof
God
CommonArea
Residential
CommonArea
CooperOwn
CommonArea
3.64
8.66
2.16
5.82
5.19
22
CommonArea
1.64
Total Acrage
101.11
5.60
7.19
POA Own
Commission of State Lands
1-yr-or-more Delinquency
Multiple Land Owner
6
10
6
2
Total Residential Lots
64
6.33
Overall Existing Development & Analysis
2
2
13
13
Legend
14
14
Built Single Family & Multi-Family
Village Center Core Segments
Parcel Lines
Cooper Own
±
0
Commission of State Land
1yr-or-more Delinquency
Lake Balboa
37 5
7 50
1,500
Feet
Multiple Lot Owner
POA Own
Source: Esri, DigitalGlobe, GeoEye, i-cubed, USDA, USGS, AEX , Getmapping, Aerogrid, IGN, IGP, swisstopo, and the GIS User
Community
Roads
11-a
HOT SPRINGS VILLAGE
Master Plan Workbook
Section III
Community Value Projects
Gate System - CapSure
•
Itoffersacompletevisitorandresidentdatabaseas
wellasaccuratereporting.
Itisacloudbasedsystemwithremotereal-timeinformationandprogrammingcapabilities.
2. Photo uploadallowstheresidenttostorephotosof
theentirefamilyforsecuritypurposes.Storedphotos
allowsecuritytoprocessresidentsviathehandheld
ifothermeansofaccesscontrolarenotavailable.
Thisisabonusfeature,andnotarequirement.
Entrytoourcommunitycaneasilybestreamlinedbyupgradingourgatesoftwaretoindustrystandards.Barcode
passesallowaccesstopre-qualifiedguestsatANYgateand
freeupouremployeestoperformotherdutieswhilestill
maintainingsecurityandcapturingaccuratevisitordata.
Aftermuchresearchandanalysis,werecommendCapSure,
Inc.,anindustryleader.
CapSure’swebbasedvisitormanagementandaccesscontrolsystemoffersseveraladvantages:
3. Maintaining Visitor lists,whichareusedtoidentify
regularguests,contractors,domestichelp,realtors,
andone-timevisitors.OuruniqueQuickTasksfeatureletsresidentseasilyauthorizevisitorsintheweb
portal.Thismethodalsoreducesvoicetraffictosecurityofficersandmakesiteasierforthemtoaccess
theinformationwhenneeded.
•
It’seasytouse.It’sastand-alonesystemwithaneasily
identifiablelinkforguestregistration.
•
Itwillimprovecustomerservice.Guestsandmembers
havebetteraccessandfasterservicebecauseofimprovedtechnology.Guestswho’sGPSleadsthemtoa
remote,unmannedgatewon’tbestuck.Andourremote
‘callin’systemwillallowtheWestGatetoassistas
needed.
Itwillimprovetrafficflow.Thesoftwarewill
provideaccesstoguestsatallunmanned
gates,reducingoveralltrafficattheWestand
Eastgates.
•
•
Why CapSure?
Ithasprovenqualityandserviceperformance.Their
Gate Enhancement
CurrentcardecalsandmembershipIDcardswillstill
beusedwiththenewsystem,noextracoststoresidents.
•
•
1. Profile management,whichenablesresidentsto
maintaininformationaboutthemselvesandtheir
families,suchasvehicles,children’sschools,and
evenhobbies.Adatabaseorpersonalinformation
canbeset-upforemergencypersonnel,andapet
databasecanhelptoquicklyreturnlostpetstotheir
rightfulowners.Eachresidentcanchoosehowmuch
orhowlittleofthisinformationcanbeviewedby
otherresidents.
Emailabarcodepasswithease
Receiveanemailortextmessagewhenyourvisitor
arrives
•
•
4. Event management,whichenablesresidentsto
buildpartylistsbysimplyselectingentriesfrom
theirvisitorlists.
Overall,CapSurewillprovidebettercustomerserviceto
ourmembersandtheirguests,anditiseasytouse!
Online Guest Entry
Easy Guest Look-up
Visitor Guest Passes
Remote Access via West Gate
Arm System
WeproposetopurchaseandimplementtheCapSuresoftwareandsystemsatallofthegatesthisyear.
OverallCapSure,Inc.willstreamlineoperationsandprovideimprovedcustomerservice.
$190,000-Installationstartingmid-Julyandtakeapprox
12-14weekstocomplete.
On-going annual cost of Capsure: $32,000
Existing Annual Cost (average of the last three years):
$9,100(nodatamanagement)
13
Community Value Project:
Ourcurrentgatesoftwaremakesauthoringaccessdifficult.
Currently,everyrelative,visitor,contractorandparticipant
inacommunityeventmustbemanuallycheckedin,and
memberscallintheirguestsinsteadofusingthedifficult
Chelsealoginsystem…togethertheresultisslowaccess,
longlinesandexcessiveworkforouremployees,especiallyduringeventsandotherhigh-trafficoccasions.
We Recommend CapSure, Inc
Benefits - Online Portal
softwarepackageincludes:regularupdates,RuggedizedMotionComputingTablets,MicrosoftSQL
Server(goodintegrationwithothersoftwaresystems),
remotehosting,notificationsviaphone,emailortext,
databaseexports(leadcapture),reportingandquality
printedbarcodepasses.
Weonlygetonechancetomakeagoodfirstimpression.
ForHotSpringsVillage,thegatesareourinitialfirstcontactpoint,andwewanttomakeitapleasurableexperience.
Whatdoesthatmean?Smilingfaces,helpfulinformation,
andeasyyetsecureingressandegress.
Irrigation
Landscaping(Remove,Prep,Install)
EquipmentandFuel
BoreandEncase4"Casing
2
2
1
40
LS
LS
LS
LF
$2,300.00
$2,900.00
$550.00
$50.00
$4,600.00
$5,800.00
$550.00
$2,000.00
SUBTOTAL
CONTINGENCY10%
$45,450.00
$4,545.00
PROJECT TOTAL
$49,995.00
Gate Enhancement
6
7
8
9
AMOUNT
$23,000.00
$3,000.00
$1,500.00
$3,000.00
$2,000.00
Community Value Project:
EAST GATE SIGN IMPROVEMENTS
PROJECT COST ESTIMATE
NewEastGateSigns,electrical,irrigation,landscaping,lighting,etc.,forbothsides
ITEM
UNIT
NO.
PRICE
DESCRIPTION
QUANTITY UNIT
SignandwallRockWork
2
EA $11,500.00
1
SignMetalLetteringInstalled
2
EA
$1,500.00
2
ElectricalService
1
LS
$1,500.00
3
ElectricalMaterials
2
EA
$1,500.00
4
Lighting
2
EA
$1,000.00
5
14
Gate Enhancement
EAST BYPASS IMPROVEMENTS
PROJECT COST ESTIMATE
NewEastGateBypassLaneandParkingLot
DESCRIPTION
BoundarySurvey
TopographicalSurvey
Clear&Grubb
UtilityRelocates
PlaceClass7CrushedStoneBase
3"HMACPVMT520SY
1.5"HMACPVMT435SY
TrafficControl
GateInstallation
PaintStriping
NewSignage
NewElectrical
EquipmentRental&Fuel
UNIT
QUANTITY UNIT PRICE
AMOUNT
1
LS $2,500.00 $2,500.00
1
LS $2,500.00 $2,500.00
1
LS $1,000.00 $1,000.00
1
LS $1,000.00 $1,000.00
757
CY
$10.00
$7,570.00
85.8
TONS $150.00 $12,870.00
42.9
TONS $150.00
$6,435.00
1
LS $1,000.00 $1,000.00
1
LS $5,000.00 $5,000.00
1
LS $1,000.00 $1,000.00
1
LS $1,000.00 $1,000.00
1
LS $1,000.00 $1,000.00
1
LS $2,500.00 $2,500.00
Community Value Project:
ITEM
NO.
1
2
3
4
5
6
7
8
9
10
11
12
13
SUBTOTAL $45,375.00
CONTINGENCY10% $4,537.50
PROJECT TOTAL $49,912.50
15
Gate Enhancement
Community Value Project:
Garden Club Recommendation
(Not in Current Project)
16
17
Community Value Project:
Gate Enhancement
18
Community Value Project:
Grove Park
19
Community Value Project:
Grove Park
Park Offers Community Gathering Place for Farm-Fresh Foods, Arts &
Crafts
HOTSPRINGSVILLAGE–HotSpringsVillageunveilsGrovePark,acommunitygatheringplaceforGreenMarket,ArtisanMarketandRockPorchmusic
sessions.Farmers’marketsandbuyinglocalhavebecomeincreasinglypopular.
DavidTwiggs,theChiefOperatingOfficerinHotSpringsVillage,sawthisasan
opportunitytogrow.
“Wesupportlocalandwewantedtogivelocalfarmersaniceplacewherethey
couldselltheirhomegrownproduceandbringtheregiontogetherforlocalfarmto-marketshopping,”saidTwiggs.“Italsogivesustheopportunitytoprovidea
placewherepeoplecangettogether,visit,listentomusicandhavefun.”
GroveParkisthelatestdevelopmentinHotSpringsVillage,just20minutes
awayfromHotSpringsandanhour’sdrivefromLittleRock.Situatedinthe
OuachitaMountainfoothills,HotSpringsVillagehassweepingvistas,woodland
settingandsomeofthebestgolfcoursesinthestate.FindoutmoreatDiscoverHotSpringsVillage.org.
Grand Openings
May8th2014-GreenMarket;June22nd2014-Artisan
Market
Operating Time
GreenMarketwillbeheldeveryThursday8a.m.until
12p.m.
ArtisanMarketwillbeheldonSundays(June22,Sept.
17andDec.9)from10a.m.until2p.m.
20
Community Value Project:
“We’reexcitedaboutthepossibilitiesthatGroveParkoffers.It’sawonderful
additiontoouramenitiesandallowsusanothervenueforcommunityevents,”
saysStephanieHeffer,DirectorofLifestyleandCommunityDevelopment. “Althoughthemarketsarenewprograms,we’vealreadyhadlotsofinterest.We’re
lookingforwardtoagreatturnout.”GroveParkhas40spacesforvendors–25
fortruckparkingandanadditional15toaccommodatetentsordisplaysapproximately10’x10’.
Grove Park
GreenMarket,theweeklyfarmers’market,willbeheldonThursdaysfrom8
a.m.tonoonbeginninginearlyMayandcontinuingthroughthegrowingseason.
QuarterlyArtisanMarketswillbeheldonSundaysfrom10a.m.until2p.m.
onJune22,September17andDecember9.Allartsandcraftsmustmeetcertaincriteriaforinclusioninthemarket.Formoreinformation,seethemarket’s
Facebookpage(Artisans-Market-of-HotSprings-Village).MonthlyRockPorch
sessionswillalsobeheldatthestageareainGrovePark.RockPorchsessions
arefreeconcertsfeaturinglocalmusicianslikeBrianMartin,JohnCalvinBrewerBandandothers.
GroveParkislocatedjustoffDeSotoBoulevardneartheWoodlandsAuditorium.Carvedoutoftheforest,theparkfeaturesspacesforvendors,picnictables
andanentertainmentareainawoodlandsetting.BoththeGreenMarketand
ArtisanMarketareopentoanyArkansasvendor.
Community Value Project:
Community Garden
Community Garden Locations
(Logo Concept)
21
Concept of DeSoto Club at Village
Center District
Concepts of the Arts Village at
Village Center District
Community Value Project:
Proposed Components:
ArtsStudios
MetalShop/WoodworkShop
OfficeSpace-POAOfficewithstreet
levelstorefront
Bakery,CoffeeShop,SandwichShop,etc.-3rdPlace
CommunityGarden
CourtyardSpace
Village Center DIST. (Including Arts Village)
Under Development with Boomer Rock
Arts
Village
Concepts
Project Group (Not Funded)
Examples of Arts Village at Village
Center District
22
Community Value Project:
Village Center DIST. (Including Arts Village)
Concepts of the Arts Village at
Village Center District (cont.)
23
Equestrian Center
Community Value Project:
Currently in Pro Forma
Development Stage
24
Community Value Project:
Lago Trail Loop
Proposed Lago Trail Loop
25
Potential New Sites for RV Park
Bathroomfacility
5to10tentsites
AveragedailyrentalatupscaleclassARVPark$47.
•
•
Discussion:
•
RenovateexistingRVParkSite
do L
o
Tes
Sold
a
Placer Ln
n
a
n
Elca
rro
rid
Ln
Dr
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Manzanare
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o
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Ali
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El
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RV Park
Ca
C u r r ent R V P a r k S i t e
n
P r o p o s ed N ew R V P a r k S i t e
P
Fineza
Fin
ez
aL
Blvd
ay
za W
Fine
P r o p o s ed N ew R V P a r k S i t e
oto
D eS
oL
n
l
L
a
aP
l
zP
_
^
Balearic Rd
±
Afrenta Way
Legend
Doblez
Cir
COSL_ Commission of State Land
250
500
Durango Ln
±
0
1,000
Feet
Source: Esri, DigitalGlobe, GeoEye, i-cubed, USDA, USGS, AEX , Getmapping, Aerogrid, IGN, IGP,
1yr-or-more
Delinquency
Multiple Lot Owner
POA Own
swisstopo,
and the
GIS User Community
0
250
500
1,000
Feet
Legend
_
^
E ast G ate
H SV Boundary
Cooper Own
Source: Esri, DigitalGlobe, GeoEye, i-cubed, USDA, USGS, AEX , Getmapping, Aerogrid, IGN, IGP,
Commission
State
LandUser Community 1yr-or-more Delinquency
swisstopo,of
and
the GIS
Multiple Lot Owner
26
Community Value Project:
ir
_
^
edo
Pl
ir C
Ven
c
vo
ad
rW
ay
N ue
Inv
Pvt
Len
o Dr
Dr
Wa
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Cost:
•
Staffestimates$25,000tomakenecessarymodificationstoexistingsite.
Thiswouldnotenlargethefootprintoraddabathroomfacility.However,
itwouldallowforutilityextensionandlevelsitestobetteraccommodate
classARV’s.
•
Startupcostonanewfacilitywoulddependonsitelocationandsizeof
park.
Current Metrics:
•
AnnualRevenue$10,000
•
AnnualExpense$5,500
•
2013parksiteswererented770daysor21%occupancy
New Park or Renovated Park Site for class A RV:
•
15to20leveledconcretepullthroughsites
•
Sewerextensiontoeachsite
•
30and50ampelectricalservicetoeachsite
•
WiFithroughoutpark
•
CableTelevisionhookupsateachsite
Conductsitesearchandrelocatetoanotherlocation
•
n
•
sL
Current Park Site:
•
10pullthroughsites
•
Waterextensionstoall10sites(seasonal)
•
Ratesare$12.50pernightformembersand$18.50pernightforguests
MARKET ANALYSIS
DeSoto Complex Master Plan
Weshouldconsiderseveralmarkets:Residentmembers,Non-Residentmembers,incomingnewmembers(primarilythe
BabyBoomerandGenerationX),tourists,andresortdestinationmarkets.
EXECUTIVE SUMMARY
Current Residents
TheDesotoClub,19thHole/GolfShop,andDesotoPoolareamongtheoldestamenitiesinHotSpringsVillage.With
therecentwaterdamagetothesefacilities,wearepresentedwithanopportunitytorenovateandcreateamasterplan
fortheentireDesotoComplex.
ParticularlywithinaprivatecommunitysuchasHotSpringsVillage,majordecisionswithfinancialimplicationsneedto
takeintoaccounttheneedsandinterestsofresidents.RecentlyweconductedasurveyofourresidentstoweighinonconvertingtheBalboaClubtoamoresocialspace.Thesurveywasadministeredelectronically.
AlthoughoncethrivingHotSpringsVillagefacilities,allthreehavedeclinedinutilizationoverthelasttwodecades.
Ourcurrentsubsidylevelsin2014arebudgetedat$44,000(DesotoClub),$7,500(19thHole),$36,000(DesotoPool)
and$279,170(DesotoGolf).
46%saidtheywouldusetheBalboaClubfrequently.
Thetopservicesdesiredinclude:Sports/entertainmentbar&loungewithpatiodining,coffeebarWi-Filoungebistro.
Accesstocasualmealsforlunchanddinnerweredesiredbysurveyresponders.
54%believedtheBalboaClubrenovationswouldimprovethevalueandmarketabilityoftheVillagesignificantly.
Themajorityofrespondersmatchtheagedemographicofthecurrenttargetmarket:51-70yearsold.
•
Withourshiftinfocusthelastseveralyearstoactiveliving,tourismandresortdestination,wefeelthissolutionwill
benefitnotonlyourcurrentmembers,butthosethataredeliberatingwhethertochooseHotSpringsVillageastheir
homeorvacationdestinationoverthemanychoicesinourcompetingmarkets.
•
•
•
•
HotSpringsVillagewasdesignedtomeetthegolfingandtennisinterestsofourpopulation.TheproposedDesoto
ComplexfocusesonmeetingnewinterestswhicharecriticalinattractingtheBabyBoomerandGenerationXmember.Inordertoinsurethecontinuedgrowthandlong-termviabilityofourcommunity,HotSpringsVillageneedsa
NEWAPPROACHtoVillagelife;thatincludestheamenitiesandrecreationalfacilitiesthataccommodatebothour
currentandfutureresidents.
HotSpringsVillagecurrentlyhasapopulationofapproximately13,000-87%ofwhomareinthe55-81+agedemographic.Evenmorestrikingisthefactthat62%ofthoseresidentsareages65orolder;asthegrowthofourcommunityhasslowed,thatpercentagehasalsogrown.Todayitisimportanttoconsiderthenewresidentsenteringthe
Village…whicharedemanding,diverse,activetrendsetters.Theinterestsofthisgrouparelessongolfandtennis,
andmoreonsocialinteractionswithmulti-facetedopportunities,healthierlifestylesandyouthfulexperiences.AlthoughtheyareeverybitasactiveasthosewhocametotheVillageoverthelast40years,theirlifestylepreferences
arefardifferentfromtheparadigmswehavealwaysheld.
ThecurrentdemographicoftheVillagewasnotonlyinsupportoftheBalboaClubproject,butthesurveyfindingsalso
demonstratethattheincomingBabyBoomerandGenerationXwouldfindamenitiessuchastheBalboaandDesotoClubs
enticingandbeneficial.
Plus,therecentVillageMarketingsurveyrankedsocialeventsamongthetop5mostimportantelementsinaretirement
community.
U.S. Trends & Target Market
Several40+Active-LivingCommunitiesacrosstheU.S.includingRobsonCommunities,DelWeb,TheVillages,Tellico
Village,FairfieldGlade,SunCityGrandandmorewereresearchedtodeterminetheexistence,(andimportance),ofamenitiessuchasthesewithintheiroperations.Acrosstheboardthesecommunitieshadtheservicesandamenitiesproposedin
thisplan.
(Renovation
Concepts)
Community Value Project:
COMPANY PROFILE
DeSoto Club Complex Master Plan
HerearetheimportantfindingsthatholdasimilarrelevancetotheDesotoComplexProject.Resultsarebasedon1,413
totalrespondents….
(Current Condition)
27
•
•
•
•
ORGANIZATION & MANAGEMENT
Current 19th Hole and Golf Shop buildings
LockerRooms
GameRoomwithPingPongandotheractivitiesforyoungermembers
Concessionstandforbasicbeverageandsnackneeds
Re-locatepracticegreentowestsideofclubhousedrive
Re-locatecartstoragebarntosoutheastsideofDesotoClub
Re-purposecurrentcartstoragebarntooutdoorpavilion
•
RevitalizingtheDesotoComplexwillbeundertakeninseveralwell-definedstages.Thiswillminimizethefinancial
riskandconformtothe*HotSpringsVillageStrategicPlan–whichmandatesthatallnewamenitiesbeconsidered,
approvedandintroducedinanorderlymanner.
Operating the Facility
TheDesotoClubneedstobeunderthedirectionandoperationofthePOARecreationandGolfDepartments.Given
themulti-purposenatureofthefacility,nosinglecontractoperatorcanbeexpectedtohavetheresourcestoeffectively
overseemaintenance,foodserviceoperations,hospitalitystaffing,facilityschedulingandsimilaroperationaldemands.Plus,theprominenceoftheGolfDepartmentwithinthecomplexaddsyetanotherdimensionthatsupportsthe
conceptofthisbeingaPOArunfacility.
Wedonotanticipatethatoperatingrevenueswillbelargeenoughtomakethisaself-sustainingamenityintheshortterm;therefore,thePOAwillneedtocontinuetosubsidizethesefacilitybuttonogreaterextentthanhasbeenrequiredinrecentyears.
PRODUCT & SERVICE VISION
HotSpringsVillageisoverduefora‘facelift’–notonlyintheconditionandappearanceofourinfrastructure,butalso
inthewayweembracecurrentmembersandattracttomorrow’sresidents.Aseverystudyandstrategicplanningexercisehasconfirmed,the“Boomers&GenerationX”aswellassomeNon-ResidentMemberswhoarenowenteringthe
retirementphaseoftheirliveswantandrequireadifferentmodelthatmanyofourresidentswereseekingintherecent
past.
Staff’svisionisasfollows,(pendinganarchitecturalrenderingandreviewtoinsurethemostefficientusageofspace
foreachactivity):
Desoto Club
FullServiceGolfShop
•
Coffeebarandloungewithgrill
•
Enlargedoutdoordeckanddiningspace.Thiswillbedesignedtoprovidestunningviewsofthegolfcourseand
newlyconstructedoutdoorpool.
•
Eventspaceforcorporatefunctionsandlargerscalecommunityevents
•
Meetingandofficespace
Desoto Pool
RelocatetopropertybetweenDesotoClubandcurrent19thHole
•
Zeroentryleisurepoolwithdirectaccesstofoodandbeverage
•
Staffedwithattendantsratherthanlifeguardstoreducestaffingcosts
•
Wellappointedfurnishingsandnaturalmaterialstoattractusers
•
•
•
•
FUNDING
InsuranceClaimReimbursements:Estimatedat$750,000(Approximately$200,000hasbeenspenttodateonasbestosabatement andwatercleanupanddemolition.
CurrentBuildingReserve:$700,000DesotoPool
AdditionalBuildingReservefundingin2015
Otherpossibilities:
•
Proposedphasedapproachwithmoniesforphase2in2015and2016
•
SpecialAssessment
•
CorporateSponsorship
•
PhasedBudgeting
•
Donationsandfundraising
Phase I – Desoto Club
PhaseIprovidesforidentifyingandretainingtheprofessionalresourceswhowilldelivertheinitialdesignandcostingforthe
masterplannedcomplex.ConstructionandinteriordesignoftheDesotoClubwillalsooccurinphaseI.
Theselectionofadesignarchitectwillbeundertakeninopen,competitivebiddingwithafocusoncredentials,background
withE.FayJonesworksandstrongexperienceinrestaurantandhospitalitydesign.
Phase II – Desoto Pool and Locker Rooms
PhaseIIwillbegintheconstructionofanewoutdoorpool,alllandscapingandrenovationstotheexisting19thhole/golfshop
andrelocationofthecartstoragefacility.
TIMELINE
IfthePOABoardapprovesPhaseI,itisprojectedthatpreliminarydesigns,costingandgo-forwardproposalswillbecompletedbyAugust31,2014.Shouldthatschedulebemet,andfinalBoardapprovalsontheactualBuild-out/Renovationare
renderedbytheendofthefourthquarter2014,itisestimatedthatPhase1willbecompletedandreadyforbusinessstarting
January1,2016.
PhaseIIwouldbeginlate2016withopeningscheduledforsecondquarter2017.
28
DeSoto Club Complex Master Plan
*StrategicPlanTasks:
2.5.2-Improveeconomicdevelopment/commercialopportunities
3.1.2-MaintainPOAbuildings/managementofmajorconstruction
2.4.1-Developfutureamenityneedsandplanning
•
Community Value Project:
DeSoto Complex Masvter Plan (cont.)
Splashpadwithfeaturesforyoungerchildren
Eliminatedeepwateranddivingboard
Outdoorfireplaceandpavilionspaceforpoolsidediningandevents
Largeeventlawn
Community Value Project:
Currently in Pro Forma
Development Stage
29
DeSoto Club Complex Master Plan
YESTERDAY
In1993,theBalboaBeachopened.Atthattime,thebeachwasapproximately300’X25’,andconsistedofcitypit
gravel.
In1994,thepitgravelwasremovedandreplacedwithamixtureofSandandPeaGravel.
In1998,theBalboaPavilionwasconstructedatacostof$182,988.Thepavilionis8000sqft,andseats300.
In1999,thepeagravelwasremoved,thebeachareawasincreasedto400’X25’,andwhitesandwasinstalled.
TODAY
TheBalboabeachandPavilionareaisahighprofileamenityusedbymanymembers,familymembersandguests
throughouttheyear.Whetherthereforapicnic,familyreunion,neighborhoodgettogether,July4thCelebrationor
swimming,fishingandboating,thisareahasbecomeamajordrawforourcommunity.Unfortunately,ithasbecome
tired,uninvitingandinadequateforthevisionandstorywearetellingournewandprospectivemembers.
Balboa Beach Renovation
In2014,theRecreationDepartmentbudgeted$35,000forbeachimprovements.Wewillaccomplishtheaddedsandy
beacharea,newwatertrampoline,andshadypark,bridgeandtrailextensionthisyear.Asourplansdevelopandthe
Boomerslayoutafundraisingpath,theothercomponentswilltakeshape.Costestimatesarecurrentlybeingobtained
forallelements.
Membersoftheplanningteaminclude:
•
DavidTwiggs-COO
•
StephanieHeffer–DirectorofLifestyleandCommunityDevelopment
•
Dr.YangLuo–DirectorofPlanningandDevelopment
•
MarkSmith–BoomersRock
•
CindiErickson–BoomersRock
•
EdPittman–BoomersRock
•
JoeMoreau–RecreationCommitteeRepresentative
•
JeffHollansworth–BoomersRockvv
Current Balboa Beach Condition
TOMORROW
ThePlacemakingteamalongwithinputfromtheBoomersRockgrouphasputtogetheraplantoenhancethisentire
area.TheBoomersRockgroupapproachedMr.Twiggswithanideaforacommunitybasedproject.Thisproject
wasquicklyembracedbytheirgroup.Theyhaveofferedtohelpwiththedesign,volunteersforphysicallabor,and
orchestrateafundraisinginitiativetopayfortheproject.
New Concepts
Ourteammeetsbi-monthly,andiscurrentlyfinetuningtheconceptualplanandoutliningthegoforwardinitiative.
Asofnow,theelementsoftheplaninclude:
Doublingthesizeofthecurrentsandybeacharea.
Addingaboardwalkthatwillconnectthebeachtothemarinaandrestaurant
CreatealeisureareaforVolleyball,kiteflying,Frisbeeetc.
Createapetfriendlyarea
Expandthebuoysboundaryforswimming
Addafloatingtrampolineintheswimarea
Addafloatingstageanddockforcommunityeventsandconcerts
Createagreenspaceeventandtentlawn
Addadditionalcoveredpicnicpavilionsalongthewatersedge
AddawalkwayfromthePaviliontothelakeandboatlaunch
Addafishingpier
Createashadyparkwithpicnictablesandbenchesinthewoodedareatothenorthofthebeach
AddatrailconnectingthebeachtotheBalboaSpillwayTrailandintersectingtheHernandoTrail
AddabridgeacrosstheBalboaSpillway
Re-facethePavilionwithnaturalstoneandwoodelementsandrepaintsurfacesinaneutralcolorpalette
Community Value Project:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Balboa Beach Renovation
History of Balboa Beach
30
Community Value Project:
Balboa Beach Renovation
Under Development with Boomer Rock
Project Group (Not Funded)
31
Balboa Club House Roof Renovation
DependingonthefutureoftheClubhouse,thedrivit/stuccowillalsoneedrepair.Thebacksideofthebuildinghas
largeholesandvoidswheregolfballshavehitthestructure.
Current Balboa Club House Roof Condition
Balboa
projected
2015
$1,275,000
$ 203,900
$ 10,000
$ 236,000
$ 211,700
$ 107,000
$ 152,000
$ 25,000
$ 40,000
$ 215,000
$ 12,000
$
500
$ 124,000
$2,612,100
Worktobecontracted
workdoneinhouse
worktobedoneinhouse
worktobedoneinhouse
Complete
5%
Cortez
actual
2008
$ 892,000
$
$ 15,000
$ 150,000
$ 145,000
$ 86,100
$ 77,220
$
$ 40,650
$ 103,740
$ 10,000
$
500
$ 50,000
$1,570,210
Comments
Cortezwasdoneinhouse
cortezincludedabove
workdoneinhouse
worktobedoneinhouse
38bunkersrenovated
Other Balboa Facilities
Theclaytileroofleaksextensivelythroughoutthespace.Buildingmaintenancestaffhaspatchedonmanyoccasions,buttheroofneedstobereplaced.Staffisrecommendingreplacementwithacompositionasphaltshingle.
Estimatedcostsare$75,000.Thisestimatecamefromasinglesource,bidswouldbesolicitedifgivengoforward
approval.
Irrigationpartsandlabor
PumpHouse
Architectfees
CartPathsoverlay
Grassingroughs-tees-fairways
Greenconversion
Drainage-culverts
Otherdrainage
Equipmentrental
Bunkers
Landscaping
Permits
Contingency
Balboa
projected
2013
$1,155,000
$ 185,000
$ 10,000
$ 206,850
$ 192,000
$ 97,000
$ 145,000
$ 25,000
$ 40,000
$ 195,000
$ 10,000
$
500
$ 113,000
$2,374,350
Clubhouse not included
Community Value Project:
TheBalboaClubhousewasopenedin1989.Otherthanminorinteriorrenovations,thefacilityhasneverhadan
extensiveexteriorrenovationwhichwouldincludeanewroof,orrepairtodrivitandexteriorstucco.Atthistime,
theupperleveloftheclubhouseisnotoperational.Itisusedprimarilyforstorage,andbasicofficespaceforthe
facilitystaffmembers.
Estimated Cost of Balboa Golf Course
32
PURPOSE:
ToprovideaframeworkthatwillquicklyallowHot
SpringsVillagetoberecognizedasaBicycleFriendly
Villagebyitsresidents,visitorsandwould-beproperty
owners.
HOT SPRINGS VILLAGE CURRENT STATUS:
Cyclistsareaperceptivecrowd.Theycanimmediately
sensewhetheracommunityisfriendlytocyclists.First
off,theywillnotice“bikelanes”–lotsofthem.They
knowrightoffthebatifthecommunityplannersplacea
priorityonthesafetyofcyclistsandpaintedbikelanes
demonstratethiscommitment.Secondly,acyclistwill
noticesignage.Signslike“BicycleFriendlyCommunity”and“YieldtoBikes”,orkioskswithsignsindicating
BikeMapsandBikeTrails.Theseareallindicationsthat
cyclistsarewelcomeinacommunity.
BACKGROUND:
AcrosstheU.S.,theinterestinbicyclingisskyrocketing–
andit’seasytoseewhy.Abikeisatickettohealth,mobility,freedomandfun.Bicyclingisn’tjustawaytogetfrom
oneplacetoanother;it’sanavenuetoabetterlife.And
Itisnoteworthythatthesportofcyclinghas(3)typesof
whencommunitiesgetonboard,greatthingshappen.
cyclists:
States,citiesandtownsacrossAmericaareinvesting
significantsumsofmoneytoprovideinnovativeand
improvedinfrastructuretotakeadvantageofarapidly
growinginterestincycling.
Youdon’thavetolookanyfartherthanLittleRockwhere
anentiredowntownareahasbeenradicallytransformed
throughtheadditionofbikelanes,pavedcyclepathsand
connectingbridges;allowingforover100milesofcontiguouscycling.
Asonewhohaspersonallyexperiencedthe“beforeand
after”transformationofLittleRock,andseenthebenefits
ofthiswholesalemetamorphosis,IhavetosaytheCity
Plannersdefinitelyhavehitthemark.Commercehasliterallysprungupoutofnowheretoaccommodatethelarge
numberofcycliststhatcomeindrovestoexperiencethe
beautyofthismaster-plannedcyclingplayground.
AndLittleRockisingoodcompany.Itseemsthatalmost
everygrowingcityandmasterplannedtownshiphascycling intheircross-hairs.ArecentvisittoTheVillagesof
Floridaclearlydemonstratesthatthisgrowingcommunity
“getsit”whenitcomestoattractingcyclists.Bikelanes
andbikespecificsignagepermeatetheentirecommunity.
Acasualvisitorwouldimmediatelybealertedthatthis
communitycateredtocyclists.Bydoingso,andtakinga
“builditand theywillcome”attitude,TheVillagesnow
1. Roadcyclists–primarilythosethatridenarrow,high
pressuretiresonpavedroads.Averagespeedisusually12-25milesperhourdependingonterrain.
2. MountainBikecyclists–moreruggedbuiltbikeswith
widertirestoaccommodatedirt,gravelandmoreoffroadterrain.
3. Hybridcyclists–muchmorecasualridertypically
owningaheavier,moreup-righthandlebartypebike.
Thistypeofbikecouldbeusedonoroffroadbutis
lessspecializedandridesslowerspeeds.
Havingbeenanavidcyclistsandracer(bothroadandmountain)for25years,Iwasdisappointedtoleaveavibrantcycling communityinPlanoTexassevenyearsago.Andwhile 3.
ourfamilyof(4)havefoundwaystomakecycling“work”,
HotSpringsVillageisnowhereclosetoa“cyclingdestination.”TheencouragingnewsisthatHSVhasthepotentialto
re-inventitselfasaBicycleFriendlyVillageandindoingso,
willimmediatelybegintoattractanewtypeofVillager.This 4.
Villagerhasabikerackontheircar,enjoysbeinginnature,
lovestorideinpackswithothercyclists,andis“rabid”in
tellingalltheirothercyclingfriendsthattheyhavefounda
communitythatcaterstocycling.
In order to effectively compete
with similar
communities,
Hot Springs
Village has
no choice but
to “GO BIG”
in attracting
boomer cyclists.
They have way
too many options
and if they don’t
find it here, we
will never hear
from them again.
Withover450milesofpavedroadsinHotSpringsVillage,
ourcommunityhastheopportunitytobecomeameccafor
roadcyclists.Albeit,manyofourroadshavechallenging
inclines,nonetheless,thereareampleflatterandmore
gentlyslopingroadstomakethislow-trafficcommunity
ahugeattractionforwould-becyclists.Andforthose
thatwouldsaythatcyclingisinsomewayun-safeonour
Villageroadsduetoautomobiletraffic,sufficeittosay
thatHSVisFARsaferthananycitythatmostcyclistshave
beenusedto.Everythingisrelativeofcourse,butHot
SpringsVillage,withitsverylowtrafficcount,makesfor
astarkcontrastfromthetensofthousandsofcarsthattypicalroadcyclistscompetewithonaroutinebasis.
MAKING HSV A BIKE FRIENDLY COMMUNITY:
ThefollowingisbasedoninputfromtheHotSpringsVillage
CyclingClubandisanattempttomakerecommendations
thatwilloptimizeeverydollarspentforthegreatestgain.It 7.
iswellunderstoodthateverydollarinthiscampaignmust
bemaximized.Consequently,thisPlanincorporatesaPhase
IandaPhaseIIapproach.Oncecomplete,therewillbea
muchbetterunderstandingcommunity-wideofthebenefitsof
thisinvestment.
8.
•
Phase I
Further,withalmost30milesofgravelorsemi-paved
naturetrails,theVillagerepresentsahiddentreasurefor
mountainandhybridbikeriders.TheDam-to-Damride
1. At bothEast andWestentrancestotheVillagethereneeds
tobelargededicatedsignageclearlyannouncingthatHot
SpringsVillageisfriendlytocyclists.Recommended
wordingwouldbesimilarto:“BicycleFriendlyVillage”
32-a
Bicycle Friendly Village Proposal
Building a Bicycle Friendly Village
hasanactivebicyclecommunitywithover1,000cyclists
withstructuredgroupridesalmosteverydayoftheweek.
Theyareeverywhere!
2.
subtitle:“acyclistparadise”.
PaintedbikelanesshouldruntheentirelengthofDesoto.
Doing sowillalertallcarsthatbikesarewelcomehere
andtheyneedtobewatchfulforcyclists.Itbecomesa
dualmessageofsortswelcomingcyclistsandsubliminallylettingmotoristsknowthattheywillencounterbikes.
IfavisitorsimplytravelsDesoto,theywillgetavery
clearmessagethatcyclingisapriorityinourVillage.
PaintedbikelanesonPonceDeleonDrive,Balearicand
Minorca.Thesearethemainconnectingstreetsforroad
cycletraffic.Theyalsowillserveasconnectionsfor
cyclistswantingto connecttoour(3)majoroff-roadtrail
systems(Hernando,CedarCreek,DesotoTrail).
PhaseIincorporatesa“GreenRoadRoute”thatwillbeginandendattheBalboaBeach.This10mile(relatively
flatroute)willhavemarkingsateachturnandwillgenerally windnorth-eastward(seeattachedmap).Eachturn
willhaveasmallmarkingsighwithanarrowdesignating
the“GreenRoute”.
5.
AKioskwill
beprominentat
theBalboaBeach
parkingareawith
informationfor
cyclists.Therewill
beinstructionson
howtonavigate
the“GreenRoad
Route”aswellas
informationonoffroadtrails.
6.
Theentire10
mileroute“Green
RoadRoute”will
haveapaintedbike
laneinadditionto
thesmallGreen
routearrowsigns.Thiswillbethefirstof(3)colored
bikeroutesandwillbetheeasiestandflattest.Blueand
YellowrouteswillbeincorporatedinPhaseII.
ThePOAwebsiteneedsanavigationbuttonfor“Cyclists”.InformationaboutourRoadRoutesaswellas
Off-Roadroutesandtheyshouldbeeasilyviewedand
printed.Informationaboutregularlyscheduledrides
couldbepostedthereaswellasaBlogsocyclistscan
stayintouchaboutupcomingeventsandrides.
EachofourOff-Roadtrailsneedstohavesignagethat
says“BikeandHike”.Currently,mostVillagersbelieve
that ouralmost30milesoftrailsareexclusivelyfor
walking.Aclearmessageateachtrail-headandnearby
road(s)leadingtotrail-heads,needstoclearlysay“Bike
andHike”toreinforcethecomprehensiveBiketrailnetworkavailabletocyclists.
Community Value Project:
Bicycle Friendly Village Proposal
fromBalboaBeachtotheDesotoDamLeviisalmost26
milesroundtrip.Anyavidmountainbikeenthusiastwould
beexcitedwiththenaturalsceneryexperiencedalongthis
alreadyconstructedpath.Iknowfirst-handasIrideitroutinely.
Bicycle Friendly Village Proposal (cont.)
1. Uponcompletingthe“GreenRoadRoute”ontheEast
endoftheVillage,therecommendationwouldbefor
(2)additionalmarkedroutes–“BlueRoadRoute”and
“YellowRoadRoute.”The“BlueRoadRoute”would
beginandendfromtheCoronadoFitnessCenterand
wouldincorporatea9milerouteutilizingMonterey
andsouthernVillageroadways.Ihaveattacheda
versionofthisroutethatiscurrentlybeingusedbythe
VillageBikeClubbutitwouldrequireslightmodification tomakeitworkfromtheCoronadoFitness
Center.Thiswouldalsobea“loop”ridelikethe
“GreenRoadRoute.”Allleftandrightturnswould
bemarkedbysmall“Blue”arrowsignsandtheentire
routewouldhaveapaintedbikelanetoindicatethe
route.AKioskwouldbevisibleintheCoronadoparkinglotwithcompletecyclinginformationandmaps.
Regularridetimewouldbepostedsovisitorswould
beabletojoinothercyclistsforgrouprides.
2. A“YellowRoadRide”wouldincorporatemuchofthe
existingDesotopavedrouteandwouldbeginandend
attheDesotoMarina.Thisroutewouldbeapproximately8mileswithslightlymoredifficultelevation.
SUMMARY:
1. AllrecommendedBikeLanesshouldbepaintedwith
cyclistlogos.Theselaneswouldofcoursealsobe
usedbygolfcarts.ThePOAwouldmakethispartof
thejustificationfromacoststandpoint.Allgolfers
willappreciatetheadditionalmarkingsandsafety
providedbyusingtheselanes
2. Inmostinstances,noasphaltwouldberequiredto
makethisplanareality.Shiftingtheexistinglinesto
off-setthebikelanewillberequired,however.
3. ThePOAMarketingDepartmentcouldcomeupwith
aVillageCyclinglogothatcouldconsistentlybeused
whereversignageisusedincludingentrancesigns,
Kiosksigns,andcoloredroadroutemarkings.
4. Themoresignsutilizedthathavecyclemarkingson
them,theclearerthemessagewillbefornewvisitors
that weareaBikeFriendlyVillage.Signsonroads
andsignsatTrail-headsusingthewords“Bike”and
“Cyclists”willreinforcethemessage.Havingour
owntailor-madelogowillenhancethemessageeven
further.
Bicycle Friendly Village Proposal
Phase II
Community Value Project:
•
9. CedarCreekTrailshouldimmediatelybecomeaBike
Identicalturnssignswith“Yellow”markingwould
andHikeTrail.Itiscurrentlyforpedestriansonlyand
guidethecyclistsandtheroutewouldsimilarlyhave
couldwithnomodificationwhatsoever,alsobecome
apaintedbikelaneprovidingcompletenavigationfor
abiketrail.Liketheother“trails”,itwouldprimartheentireloopride.
ilybeforMt.BikesorHybrids.And,aswithallthe
3. AKioskwouldbeprominentintheparkinglotwith
trails,bikingcourtesywouldprevailsothatacyclist
allthesameinformationcateringtocyclinginthe
wouldslowconsiderablywhileapproachingwalkers.
Village.
32-b
HOT SPRINGS VILLAGE
Master Plan Workbook
Section IV
Ultra-Local Value Project
34
Ultra-Local Value Project: Micro-Neighborhood
35
Ultra-Local Value Project: Micro-Neighborhood
HOT SPRINGS VILLAGE
Master Plan Workbook
Section V
Brand & Programming
Market Trends
Concepts of Hot Springs Village New Logo
Bowden’s Market Barometer April / May 2014:
“TheNationalAssociationofREALTORS®(NAR)
recentlypublishedtheresultsofitsannualInvestment
andVacationHomeBuyersSurvey,andwhiletheresultsaren’tastounding,thereareafewsubtleshifts.”
Current 40-yr-old Logo
Thefourkeyfactorsinfluencingthegeographyof
secondhomedemand:
•
Proximitytoprimaryresidence(180-200mile
radius)
•
Availabilityofoutdoorrecreation
•
Goodweatherconditions
•
Repeatvisitation,familiarity(tourism)
Generational Markets
Catalog of Brands
65-74 Age Group:
45-54 Age Group:
1.Mostabletoafforda“familyretreat”
2.Tendstobethemostmotivatedgeneration
•
Familymatriarch/patriarch
•
Hosttochildrenandgrandchildren
3.Hasthetimetoactuallyliveinthesecondhome
4.Lessconcernedwiththerevenue-producinginvestment qualitiesoftheasset
1.Idealsecondhomebuyerbuttheleastequipped
duetofinancesatthislife-stage
55-64 Age Group:
1.Similarinstinctsasthe65-74group,butarefurther
awayfromadecisionpoint
2.Limitedamountoftimeandmoney
3.Desiresafamilyretreat,butlacksthefinancial
security
•
Needstosharethecostsofowning
New Logo Concept 2
Brand & Programing: Branding & Programing Projects
New Logo Concept 1
Summary:
1.Eachsegmentisaviabletargetofitsown
2.Collectivelytheyrepresenta‘userorganism’that
maybeself-financing
•
Approx.50%ofsecondhometransactionsin
2013 wereall-cashpurchases
•
Nielsen/Claritasdata:Incombinationtheaffluentportionsofthesethreeagegroupsrepresent
significantmarketdepth
-2014-estimated7.13millionage-qualifiedhouseholdsnationwidewithincomes
ofatleast$150,000
-2019-Estimatedtogrow25%to8.89
millionhouseholds
37
Sponsorships, Trade Shows, PR, etc.
Regional Sponsorships (betterneighborcampaign):
•
HotSpringsMusicFestival
•
BritishCarNationalMeet
•
OuachitaRod&GunClub
•
OuachitaHighCountry
•
Moretocome…
Trade Shows (co-opwithVacationRentals):
•
MichiganGolfShow
•
ChicagoGolfShow
•
St.LouisGolfShow
•
KansasCityGolfShow
•
OmahaGolfShow
New Websites Launched:
•
OuachitaRodGun.com
•
BasecampAR.com–indevelopment
•
PlayOST.com–indevelopment
CisionPoint National Public Relations Global Media
Intelligence System in partnership with the Bentonville,
Harrison, Little Rock, Hot Springs, Fort Smith, Fayetteville, Crystal Bridges and the Clinton Library
Prospect Visitor Flow
•
•
•
•
•
•
•
•
•
•
•
•
Advertising Mediums
WheretoRetire
LivinginArkansas
MOAA–MilitaryOfficersAssociationofAmerica
OuachitaHighCountryMagazine
HotSpringsGuestGuide
DiamondLakesGuestGuide
ArkansasStateTourGuide
ArkansasMotorcycleGuide
LakeOuachita,DeGray&CatherineMapPublications
VillageVoice
HotSpringsRelocationGuide
RackcardsattheARWelcomeCentersandacross
HotSpringsandLittleRock
VisitorCenter:VisitorGuide,GolfGuide,Dining
FlyerandRecreationGuide
•
•
Mailingtoleads:OuachitaHighCountrywithInsert
and/orWelcomeBook
•
•
Gates:MarketingonthebackofDashpasses,Golf
MapsandVillageMaps
•
KARK Channel 4 TRItheVillage Banner Ad and
Morning Show Appearance
Yellow boxes are the
opportunities to impress or disappoint
38
Brand & Programing: Branding & Programing Projects
2014 Transition Brand Materials
Event Visitor Flow
Rod & Gun Club
Who can join?
Anyone21yearsoldorolderwhoresidesintheOuachita
Region(HotSpringsVillageandsurroundingarea)and/or
aminorwithparentorguardianconsentisinvitedtojoin;
(theparentoradultguardianmustaccompanytheminorif
participatinginaORGevent).Membershipisopentoboth
menandwomen.
Yellow boxes are
the opportunities
to impress or
disappoint
What does it cost and why should I join?
Withyourannualmembershipduesof$25you’llhave
accesstoavarietyofhuntingandfishingtrips,recreationalshootingandotherrelatedactivities.Plus,you’ll
attendmeetings,beinvitedtosocialeventsandmeetnewfriends.
What sporting activities does the Rod & Gun Club have
planned?
ThemissionoftheRod&GunClubistopromotethe
diversehuntingandfishingopportunitiesintheregion.
LookforstriperfishingonLakeOuachita,troutfishingthe
WhiteRiverandduckhuntinginStuttgart.Thetwoevents
thatkickoffthemembershipdriveareaKayakFishing
TournamentinHotSpringsVillageandTrapShootatthe
MountainValleySportsman’sAssociationfacility.
Rod & Gun Club Launched on April 26, 2014
39
Brand & Programing: Branding & Programing Projects
What is the Ouachita Rod & Gun Club?
TheOuachitaRod&GunClubisfocusedonbringingfolks
togethertocelebrateoursportingtradition.Webelievein
goodfun,foodandfellowshipanditdoesn’tmatterifyou’ve
beenhuntingandfishingallofyourlifeorjustwanttomeet
somenewfriends.
TheRod&GunClubwillprovideavenueformembersto
networkandsocialize.Wewillplanandorganizeevents,
promotethesafeandenjoyableuseofoutdoorresources,
and,keepmembersinformedonactivities,organizationsand
laws/regulationsrelatingtooursports.
Basecamp
Ouachita Sports Trail
Grab Your Gear and Get Ready for Our
Next Adventure!
HotSpringsVillageBasecampisyour
launchingpointtooutdooradventure
forpeoplewhowanttogetmovingand
enjoylifeoutside.Surroundedbythe
OuachitaNationalForest,theOuachitaMountainsandnumerouslakesand
rivers,wehaveeasyaccesstosomeof
thebestmountaintrails,wildernessareas
andwaterwaysinthestate.
Brand & Programing: Branding & Programing Projects
Togetherwewilltrynewoutdooradventures,sharenewexperiencesanddevelop
lastingfriendshipsalongtheway.Letus
beyourlocalexpertsforoutdoorsports.
Wecanhelpyoupickoutawildernesstrail,connectyouwithrecreation-specificclubsandvenues,keep
youpostedonareaeventsandrecommendanoutfittertogetyougearedup.Watchforourpop-uptentwith
sportingdemonstrations,outdooractivitiesandcasualget-togetherswithgoodfood,friendsandmusic.
Ouachita High Country Magazine
40
Advertising Mediums for Golf
Business to Business
•
HotSpringsChamberofCommerceWebsite
•
BentonChamberofCommerceWebsite
Golf Advertising
•
ExecutiveGolferMagazine
•
AYMagazine
•
SentinelRecord
•
DemocratGazette
•
ArkansasTimes
•
OklahomaMagazineTravelIssue
•
VariousRadioStations–launchofPlayOST.com
•
RackcardsattheARWelcomeCentersandacross
HotSpringsandLittleRock
Brand & Programing: Branding & Programing Projects
Golf Visitor Flow
Directional Signs
Yellow boxes are
the opportunities
to impress or
disappoint
Signage Project is in development and test phase;
in preperation for community-wide wayfinding.
41
T r e Au e
MARKETPLACE OVERVIEW
e o
Boulder and enver, C amilies (females es ecially) ayetteville, AR oung rofessionals Strategic Positioning Document
Asheville, C The illages at Crest Mountain, C utdoor enthusiasts ashville, T n l encers Coo er Community in T Teleco illage Residents erenbe, A artners (realtors and bankers) avannah Lakes ey Notes Main o ulation boomers age .2 ould like to ut an em hasis on 2
Planned Community Development
WHEN do they need you:
businesses in and around the illage ervices: olice, fire de t ( stations), ambulance ey otes A has down layed the natural living theme sed to be affordable so histication nder delivering rice low cost of living becomes a nice sur rise Brand Positioning:
Hot Springs Village is the category leader in delivering the South’s most diverse and abundant natural
EXIT Marketing | Brand Development
living experience. No community in the region serves outdoor enthusiasts (at all levels) with a bigger or
exitmarketing.net
exitmarketing.net
Five Selling Ingredients
3. Believable: there’s a logical reason why you’re making claim
community features that greatly enhance overall product quality.
community that is surrounded by the most, and the best, outdoor activities/amenities in the region. If this
4. Memorable: has an emotional hook that makes the difference, not only what prospects need but
is the lifestyle you seek, you want to live where your active outdoor options are more abundant and you
Living above and below AR: Texas, Tennessee, Michigan. Colder climates looking for milder winters. Moving from states that are not a long drive (seeing family they left 2. Important: For members of our target audience, it’s appealing to know that you are moving to a
want to live around people who share your love for living active in a beautiful natural setting.
Tangible: it’s real, we trust it because we’ve experienced it, it performed as promised
3. Believable: This will be strengthened over time, but foundational factors include: being nestled at the
foot of the beautiful Ouachita Mountains; having 26,000 acres within the gates, filled with lakes, trails
and outdoor sports; the tremendous potential for continued development within Hot Springs Village that
Ultimately, a DSI is:
The fusion of your name and a #1 specialty in the customer’s mind.
will bring even more activities to the community; the abundance of top-tier outdoor activities, found
“The world’s safest car.” is a #1 specialty.
to bring credibility to the claim.
“Volvo is the world’s safest car.” is a Dominant Selling Idea.
4. Memorable: What makes this position memorable is its promise hits the sweet spot of what our target
lifestyle. audience is looking for- a relaxing, healthy way of life. Nature alone promises relaxation and good
health. Being active in nature adds excitement, fun and a sense of belonging to the overall product benefit.
When the stresses of life (cost of living, big-city congestion, harsh
A place that claims to be the South’s leader for natural living promises the most important lifestyle
weather, overbooked schedules, need for more safety) become
benefits to our audiences, making it deeply memorable.
overwhelming. When retirement opens the door to the opportunity to
WHY are you important:
better natural experience.
Value of Positioning:
People are allowed to live and play among some of the South’s most beautiful, natural amenities. This
delivers a relaxing, comfortable way of life that, through the diverse outdoor activities, also enables a
resident to inject as much adventure, fun and social connecting, as he/she may desire. It’s relaxing,
recharging and rewarding living all blended beautifully.
Key Success Factor:
Our target audiences must be made aware of the dominant selling idea and recognize the value it brings
them. Also, Hot Springs Village leadership, residents, employees and partners must embrace the
community’s brand positioning and reflect it at every major brand touch point. This will grow consumer
trust, build awareness of the positioning, and create brand ambassadors.
outside the gates, all within a day’s trip, among the state’s most beautiful natural forests, lakes, rivers and
mountain ranges. Also, the fact that Arkansas has positioned itself as the Natural State for decades helps
In markets with higher cost of living, looking for more affordable cattered 2. Important: it’s something that matters to your customer
Big city residents looking for a calmer, more relaxing lifestyle. tale Still evolving- Hot Springs Village has a significant amount of
is not too difficult). white A Anti uated Superlative: you’re #1 at something
WHO are your customers: Retirees , 2nd home buyers, families, outdoor enthusiasts nobbish undeveloped land. This provides a unique opportunity to bring new
5.
Mediocre (average acce ted) food, beverage, non ex eriences controlled by 1. Superlative (our #1 claim): The South’s most complete (largest) natural community.
1.
also what they want
Timid specialty that contains all five Selling Ingredients. We call it a #1 specialty because it’s:
diverse list of top tier outdoor activities; all within close proximity.
WHERE are they located:
eo le, A Dominant Selling Idea (DSI) is your motivating difference — exitmarketing.net
the one difference that tips the scale in
exitmarketing.net
Need to work on erasing these (some based on reality, some on perception)-­‐ rings ated community total, manned ,
ealthy unit otential 1. Hot Springs Village is natural living on a greater scale.
2. Hot Springs Village is natural living on the South's greatest scale.
EXITisMarketing
| Brand
Development
3. Hot Springs Village
the South's
largest
natural community.
The one thing that guarantees you a motivating difference is to be considered #1 in a desirable specialty, a
,
Hot Springs Village DSI Ideas:
provides easy access to a full-range of modern comforts.
EXIT Marketing | 1509 South Louisiana, Suite CD | Little Rock, AR 72202 | 501.907.7337 | exitmarketing.net
units, develo ed DOMINANT SELLING IDEA BACKGROUND
EXIT Marketing
| Brand
Offer an authentic, natural living experience in a unique
setting that
also Development
your direction versus all others at the moment of customer’s buying decision.
Natural setting, inside and beyond the gates, surrounds residents with a
,
acres, 2 s uare miles, high density EXIT Marketing | Brand Development
HOW are you different:
miles from Little Rock, 2 miles from ot WHAT is your category:
year old community ducated e endable ver leasing .2 average age ver 2
Marketing Document from EXIT (1)
Adventurous er middle class 2
lies to fiscal res onsibility, family values, environmental stewardshi ) Active ated community lakes lies to rich, engaging cultural traditions) roud ildlife Loyal Retirement 2 ,
Conservative (good if a
Trails (walking vs mountain) endrix illage, Conway AR year olds looking for a second home (2 hour drive radius) (household) Traditional (good if a
Lakes Residents from all over the country easide, L Personality (the feelings) olf iawah Island oliday Island, AR Target income entity (the fa ts) eabrook, C rings Average age Who Are You? airfield lades in T isitors at eer level o ulation of ot November 27, 2013
POSITIONING Who Are You? Austin, Texas Retirees ( rimary target) Hot Springs Village
o ecision akers e
POSITIONING live life on your terms- having time to do the things you love to do.
“In every walk with Nature one receives far more than he seeks.” — John Muir
Hot Springs Village is a place that allows you to truly get away to outdoor
5. Tangible: The diverse and abundant natural surroundings and the passion of residents/employees for
living without giving up modern comforts. This promise is backed by the
outdoor sports and activities will consistently deliver on the brand promise. A secondary but important
amazing natural amenities surrounding the community. Everything to
reinforcement is the cultural traditions of the South that genuinely complement the positioning. Future
enjoy outdoors is within reach. You are at the heart of outdoor living
development will further embrace the positioning and meet the expectations of the brand promise.
Potential Positioning Lines:
Hot Springs Village1. Where living well comes naturally.
2. A natural way of life.
3. Live outside the expected.
4. Living outside the lines.
5. The South’s Natural Choice.
6. Relax. Recharge. Reward.
7. Wilderness Lived Your Way.
while not being too far away from city attractions.
EXIT Marketing | Brand Development
exitmarketing.net
EXIT Marketing | Brand Development
exitmarketing.net
EXIT Marketing | Brand Development
exitmarketing.net
EXIT Marketing | Brand Development
exitmarketing.net
42
Brand & Programing: EXIT Documents
MARKETPLACE OVERVIEW
Hot Springs Village Positioning Chart
Natural Living on a
Greater Scale
Sustainable Living
HOT SPRINGS VILLAGE
Lake Communities
• The Villages at Crest
Mountain, NC
• Serenbe, GA
• Boulder & Denver, CO
• Savannah Lakes, SC
Cultural Metro Area
• Fairfield Bay, AR
• Austin, TX
• Nashville, TN
• Teleco Village, TN
Brand & Programing: EXIT Documents
Golfing Communities
• Fairfield Glades, TN
• Kiawah Island
Ocean Communities
• Seabrook, SC
• Seaside, FL
Marketing Document from EXIT (1) - cont.
43
NATURAL LIVING ON THE SOUTH’S GREATEST SCALE
PLACE YOU THERE
HOT SPRINGS VILLAGE:
INVITE YOU THERE
POSITIONING MOOD BOARD
SHOW YOU AROUND
TOUCHPOINTS
I AM A VILLAGER
emotionally charged natural world photography
type and design elements/motif that transport viewer into natural world
PLACE YOU THERE
give an outdoor hiking style map
at the gate
bring a retail like REI
rockclimbing & bouldering
training facilities
guided tours
john muir-ish nature designed to
engage visitors/residents with
nature in a fresh and beautiful way
create a camping/backpacking
space in HSV
field guide style of illustration paired with
framing the natural world and the village as an
accessible exploration
illustrations both as leading visuals and type embellishments referencing
national park vintage and invitation from a friend into the wild
INVITE YOU THERE
SHOW YOU AROUND
TOUCHPOINTS
I AM A VILLAGER
Marketing Document from EXIT (2)
44
Brand & Programing: EXIT Documents
embellished or antique typefaces
HOT SPRINGS VILLAGE
Master Plan Workbook