Thirty-plus years after its inception, Desert Mountain Club has initiated a major marketing campaign to reinforce its position as a premier golf and lifestyle community in the U.S., sharing its “reimagined” amenities with a new generation of prospects.
“This is an unprecedented effort to appeal to the massive 50-plus year-old demographic who is looking for a living experience that simply cannot be offered anywhere else in the country,” said Desert Mountain Club CEO Damon DiOrio.
Dubbed “Reimagined,” the campaign touts Desert Mountain’s family friendly lifestyle and vast amenities, which in addition to world-class golf include horseback riding, a new spa and fitness center, a tennis facility known as “Wimbledon of the West,” multiple fine-dining options and a wide range of other activities. The multifaceted campaign incorporates local television, radio, print, digital and social media buys.
“Every week we encounter visitors who didn’t know we existed; people who seek exactly what we offer – a gorgeous setting in the high desert, amenities that are just minutes from home, world-class health facilities and award-winning schools – all within an exclusive, private enclave that feels like a year-round vacation,” DiOrio said. “This undertaking lets us speak directly to that audience and invite them to experience it for themselves.”
Desert Mountain has “reimagined” the private club experience for the past few years as it invested significantly in upgrading and enhancing its on-site amenities to appeal to a new generation of members. In addition to its six Jack Nicklaus Signature Golf Courses (the world’s largest collection), the Club includes a new remodeled $12 million spa and fitness center; tennis on three surfaces; pickleball and golf croquet among a long list of expanded offerings. The Club will soon undergo a renovation of its original Renegade golf course, a project that Jack Nicklaus kicked off last month to ensure that existing homeowners have pristine views. Bringing on a new executive chef last year to revamp dining at the Club’s nine restaurants, establishing a 15-mile private trail system, acquiring a food truck to cater special events and offering unique experiences such as luxurious camping under clear, starry skies are just a few of the latest benefits to appeal to a new class of club members.
The 15- and 30-second TV spots offer quick glimpses of a day in the life at Desert Mountain: a utopia that combines incredible golf and other sports, expansive desert vistas, fun family activities and a built-in social network, set to an inspirational musical score composed by a local musician. The commercials will air through May 6 on NBC and CBS, as well as specific cable programs. Print ads will appear in the Wall Street Journal.
The agency tapped to develop the Club’s brand and media strategy is Scottsdale-based Peppertree Marketing.