To reveal its new brand, Yacht Harbor Club held an on-site party on May 19, 2018. The event served as a forum in which prospective residents were able to interact with current residents and management, upcoming capital improvements were shared, and tours were taken. The event was catered by 3 Sheets, the on-site restaurant, and included free drinks and live music. There was also a raffle drawing with the grand prize being a true Yacht Harbor Club Experience. The winner received two one-hour massage gift cards to the on-site masseuse, a four-hour limo ride to three different wineries, a $250 gift card to 3 Sheets for dinner, and a $50 Uber credit to get home after the full day of wonderful experiences.
In order to generate buzz around the event, Catalyst produced invitations with branded envelopes, a poster, social media ads, email blasts, and an RSVP landing page. To further incentivize the event, current and prospective residents were able to earn raffle tickets by completing an RSVP to the event, taking a tour, referring a friend, or signing or renewing a lease. To show special appreciation, all attendees received a complimentary wine bottle with a custom Yacht Harbor Club label as they left the event.
Catalyst incorporated the new brand into all of the marketing collateral, from street signs and banners to business cards and brochures, and other promotional materials indicating the changes to come. The emails generated 79 leads, with the turnout estimated at a little over 100 attendees. Overall, the event was a great success that proved beneficial to the entire Yacht Harbor Club team.