Project Details:
The Meadows at Pemberton is an 18-hole, Par 72 golf course set at the foot of the majestic Mount Currie in Pemberton, British Columbia.Â
How Did We Help:
Through a refresh in messaging and content creation across both digital and print, Select Contracts has helped shift the visitor demographics of the golf course by attracting younger audiences and families.
The Brief:
Select Contracts was engaged in 2014 to take on the marketing of The Meadows at Pemberton Golf Course and to provide recommendations for business development. This included improving website functionality, digital and traditional media marketing, and graphic design for onsite, branded elements such as scorecards. Select Contracts also undertook a conceptual redesign of the onsite restaurant, The Black Squirrel.
Our Approach:
The initial scope of work for this project included a Benchmark Study of 5 local competitors, demographic research based on existing customer data and Discovery Sessions with key staff members to better understand the operation of the business. Utilizing this information, we developed a Marketing Strategy, a Promotions and Media Plan and a Brand Strategy and Guidelines. These documents were critical in the ongoing marketing and development of the business.
Our approach to the redesign of The Black Squirrel restaurant was to improve the functionality of the space, increase occupancy and give the space a more modern aesthetic.
The Result:
We were able to attract the desired younger audience and new players to the course through improved marketing for the restaurant, patio, entertainment and events, and the introduction of unique and creative video and photo content by working with local talent. The redesign of the restaurant and consultation for new amenities and attractions on site strengthened the long-term plan for the golf course.