Inspired by the legendary music and lifestyle of singer, songwriter, and author Jimmy Buffett, Latitude Margaritaville in Dayton Beach, Fla., promises to deliver the island lifestyle so celebrated in the legendary singer’s lyrics.

Speakers Jessie Santini, senior interior designer, RLPS Architects, and Rob Love, president and CEO, Love & Company Inc., noted that the community, designed for the “55 and better” demographic, stands out as a strong brand.

“It has high value, it’s easily recognizable, and quickly recalled,” Love said during the session, “Make your Marque: Holistic Branding Strategies for Senior Living Communities,” at the 2019 Environments for Aging Conference, April 7-10 in Salt Lake City, Utah. In fact, the community sold its 500th home in 11 months and, within one year, got approval from the zoning board to double in size. “Consumers are looking for memorable experiences,” Love said.

But the community’s bright color palette, beach style furnishing, and cottage-style buildings, among other features, aren’t by accident, the speakers noted. Instead, they illustrate the importance of integrating the branding conversation at the beginning of a project, when the concept and vision are being mapped out. “We should all be working together from the start to create that vision,” Love said.


Oftentimes, however, he noted that brand development begins late in the process, after the design and financial feasibility process have been completed. This process allows for a lot of missed steps, he said, and can lead to a disconnect between a project and what the market can support.

A well-developed branding strategy, on the other hand, can support a holistic concept and vision and help to differentiate a community from its competition. “Too many of our communities are generic,” Love says.

Once that vision has been developed, Santini says it’s important to develop a master plan for design, using design charettes and involving community members and residents to gather input on ideas and help prioritize amenities and aesthetics. “A master plan can provide for a more holistic experience of the community,” she says.