Last month, I attended NAHB’s midyear meeting in Miami and had the pleasure of sitting in on a presentation by Daniel Swift, president and CEO of Des Moines-based architecture group BSB Design.
2009 National Sales and Marketing Award: Bridgeland, Cypress, Texas
A profile of 2009 National Sales and Marketing Gold Award Winner Bridgeland, Cypress, Texas
Photo credit: Tarick Foteh, T. Foteh Imagery, LLC, Houston
2009 National Sales and Marketing Award Gold Winner:
Bridgeland, Cypress, Texas / Best Master Planned Community of the Year
Developer: GGP-Bridgeland, Cypress, Texas
Land planners: Glatting Jackson Kercher Anglin Lopez Rinehart, Orlando, Fla.; Vernon Henry & Associates, Houston
Builders: Darling Homes, David Power Homes, David Weekley Homes, Hallmark Desing Homes, Highland Homes, Masterpiece Homes, Meritage Homes, Partners in Building, Perry Homes, Ronny Carroll Custom Homes, Tommy Bailey Custom Homes, Trendmaker Homes, Village Builders and Wilshire Homes
Ad agency: MARC USA, Dallas; Tania Oshman Public Relations, Houston
Number of units: 21,000
Price range per unit: $180,000 to $1 million
Square footage of units: 2,000 to 5,000 square feet
The goal for Bridgeland was simple but audacious: to become one of the preeminent master-planned communities in the nation. It's certain to be among the largest. When complete, the 11,000 acres of land on which Bridgeland sits will be home to an estimated 65,000 residents.
"Right now we are just targeting families with children," says Kriste Klepper, marketing director for developer GGP-Bridgeland. "Eventually we will have product that targets almost every demographic: singles, move-downs, even high-density product."
Prospective buyers will find plans in a wide range of price ranges, styles and densities, from conventional neighborhoods beginning in the $180,000s to custom home designs that cost more than $1 million.
Bridgeland's land planners conducted an extensive environmental study designed to enhance and preserve the landscape. Roadways were constructed to consider sightlines so that meandering lakes and landscaped open space welcome drivers at every turn.
The community has well defined borders, but residents will never find long stretches of fencing with homes backing to busy thoroughfares. And power lines have been buried to enhance the landscape and views of water for residents.
Bridgeland ranked in the Top 10 for closings for master-planned communities in the Houston area for the quarter ending Dec. 31, 2008, according to Metrostudy. Last year, there were 300 sales; they're hoping for 250 this year.
"Once people drive in they love it," Klepper adds. "It's not ever a hard sell."
Intro: The 2009 National Sales and Marketing Award Gold Winners
|Site Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 million|
|Bridgeland, Cypress, Texas | Best Master Planned Community of the Year|
|The Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the Year|
|Ritz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape Design|
|Miraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000|
|Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000|
|Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|The Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|Celebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built Community|
|Giraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage|
|1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print Ads|
|Simonini Builders Corporate Brochure | Best Corporate Brochure|
|MYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000|
|Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White Ad|
|NXT at Windemere by the Lake, Toronto | Best Graphic Continuity|
|Shappell Matchmaker Campaign | Best Internet Marketing Campaign|
|'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad Campaign|
|Additional Gold Award Winners|
|Judges – 2009 National Sales Marketing Award|