Created in the ski boom of the 70s, Mt. Crested Butte was dated and wasn’t competing on the same level as other Colorado ski towns in the area. It was purchased by a private company who wanted not only to improve ski operations, but also change the living experience in the village. This meant new investment in two real estate projects at the base of the mountain. The challenge was that Mt. Crested Butte is hard to get to: at the end of a dead-end road. This was not your average highway ski resort.
Rather than see that as a challenge, I decided to make it an advantage. Appealing to the emotional side of the target market, we created the “Find Your Way” campaign by focusing on the uniqueness and history of the location and the search for a better way of life. After a thorough name generation process, the village was named “Mountaineer Square.” We created the visual identity for the village, as well as the first residential building, The Lodge at Mountaineer Square and the second building “Cimarron”, the resort’s most exclusive residential offering.
The Lodge residences were exclusively sold during a one-day sales event. They sold out in 6 hours
(approximately $80 million dollars worth of inventory); the fastest residential building sold in the history of the county. Through our involvement with Crested Butte Mountain Resort’s marketing team, $140 million in residential units were sold and we helped successfully move the market from $600 per square foot to $1,500 per square foot in 18 months.