Smarthinking Inc. brought our experience of being fierce brand advocates of Le Parker Meriden in New York City to their newly acquired sister property, The Parker Palm Springs. This California desert resort was once home to Gene Autry and now boasted 140+ guest rooms and villas over 13 acres. Four unique brands were identified: the dining outlets, Mr. Parker's and Norma's; a world-class spa ironically named The Palm Springs Yacht Club; and whimsical guest rooms designed by Jonathan Adler.
Smarthinking Inc. was initially tasked with refreshing the spa experience while the 19-room facility was operational. Changing the course of a brand with loyal clients and guests can be a challenge. We know, we've been there. When rebranding or refreshing an existing brand, you need to take a strategic and measured approach to retain your customer base while simultaneously attracting new ones.
The name, The Palm Springs Yacht Club, evoked a feeling of fun and fancifulness that the materials and brand experience did not provide. After extensive research we evolved the brand standards, giving a new tone of voice and design that commanded attention.
The branded guest journey was woven throughout the facility with details like customized intake and product recommendation cards, the retail selection and the spa menu design.
With PSYC now on course, we pivoted to other aspects of the property. Our brand work then rolled into several guest experience areas where no detail was too small to overlook. One major experience that needed to be addressed was the Parker Palm Springs website. We knew that this magical desert estate needed to be seen to be believed, so we decided that the production of short vignettes would be a game changer. We crafted and conceptualized ideas, art directed during the production and in post-production. The website work still produces rave reviews today, nearly a decade later, which proves our progressive vision was not just a fad.
Of the many unique aspects of the website design, we crafted an exclusive weddings section in which couples could have an interactive experience, tell their engagement story and customize the type of wedding they'd like to have at the famed property. The ability to make a quick connection with potential leads significantly increased the number of wedding inquiries and therefore sales.