Location: Sonoma County, California
Description: 675-acre private golf club with highly acclaimed Nicklaus golf, a 40,000 square-foot clubhouse, gourmet dining, European-style spa, custom villas and a full-service lodging program.
| Product: 28-night lodging and golf memberships from $550,000 and custom homes from $4-6 million |
Challenges: Real estate sales and lodging memberships were moving slower than anticipated |
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Approach: Re-positioned Mayacama as a “wine country club with a unique vintner program,” moving away from the traditional golf-centered approach. Created and launched an ambassador program with a roster of events for six months. Revamped club website and overview materials to reflect new message.
Results: Lodging Membership sales increased substantially and wine revenues more than tripled |
