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Creating the look and feel of a new project starts with a vision document.
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DEVELOPMENT VISION DOCUMENT Determining the look and feel of the Ventanas al Valle Community.
Adam Greenfader
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Vision Contents Intro: Goal of Creating a Dynamic Vision
Competition
Key Psychographics
3 Award Winning Community Visions
1. Los Trobadores
2. Fichu
3. Metro-Vista
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Our Goal
In a crowded market area such as the Caguas region, the key to Ventanas al Valle’s success is product differentiation. Our goal is to establish a coherent vision and style for the Ventanas Al Valle project.
AXYON’s core objective is to develop a highly focused product
differentiation strategy ‟ a vision that will set Ventanas al Valle apart from the competing developments in this market.
This vision will be developed in two phases; phase 1
establishing a look, phase 2 building out the detail library.
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Competition
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
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Paseo las Catalinas
Valle Santa Cecilia
Vista del valle
Paseo Gales
Los Pinos
Caminos del Bosque
Vista Real II
Los Prados
There are presently eight (8) walk-up projects in the Caguas market region, as well as another four proposed developments that are in the design and/or planning phase. A typical 3 bedroom / 2bath. walk-up apartments has an average sales price of $147,000 with an average size of 1,300 square feet. Penthouse units in these developments average a sales price of $179,000 with and an average of 1,930 square feet.
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Come from? 60% Caguas Area 25% San Juan 15% Other Age ? 60% 35-45 yrs. 15% 25-30 yrs. Gender? 65% female 45% male
Marital status? 60% single 40% married
Children? 65% yes 35% no
Buying Cycle? 40% Move-Up 60 1st home
Years of impact? 80’s generation and late 70’s
Preferred music? 60% soft rock and & disco some techno/tranz
Clothing Type ? Trendy, Conservative
Era? 15% Hippie 60% Technological 25% Generation X
Key Psychographics
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Vision 1
Old San Juan
Psychographics - Security, “our culture”, Spanish class, an tight knit community, solid, built to last. W.I.F.M. ‟ “Caguas should be the center, many good moments in the Old City, Madre Patria” Key Symbols - El Morro, cobblestone streets, Garitas, bright colors, balconies.
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Oxidized iron detailing Pavers simulating Cobblestone
Apartment: Rustic yet modern window treatments with emphasis on balconies for Views
Building Facades
BUILDING FACADES
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Modern Space design with emphasis on “rustic”. Tiles: Ceramic Tiles with texture Kitchen Cabinets: Light Oak Bathrooms: Spanish style tiles on walls Exterior Doors: pattern molding Windows: cross patterns.
INTERIORS
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Vision 2
THE CITY
Psychographics ‟ modern, a place for top people, “If you can make it there..” W.I.F.M. ‟ “Caguas is the center, I have been to NYC, working for a living, all the luxury of NYC apt. Key Symbols ‟ Central Park, bridges, Yankees, brownstones.
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Main Entrance
“Where the metro and vista come together “
Controlled Accessed Entrance: Simulated bridge before entrance Downtown The Guard and Sales person: The uniforms are emulate NYC police Signage: 1920’s Broadway type. The same style NYC uses
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•Modern Interiors and lots of technology showcase this Metro Vista Apartment •Variations of white colors •Glass & Chrome details •Advanced Intelligent-home •Technology in apartments
BUIDING INTERIORS
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Vision 3
South Beach Psychographics ‟ modern, a place for sexy Latin people, hip, trendy, and fast paced, style is key. W.I.F.M. ‟ “my second home”, looking good is important, south beach is my oasis, I am a trend setter. Key Symbols ‟ art deco, fashion, the beach, pink, neon.
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Main Entrance & Security Guard Houses
The Entrance is a 1920’s retro movie theatre, “Fichu is where your life is full entertainment”. Lots of pastel colors, rounded architecture, and Palm trees The Guard and Sales person: The uniforms are playful Summer attire ‟ white reflective of cabana boys uniform) Signage: Exciting action oriented typography painted brightly Neon.
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Pool area
„Rounded cement elements „around pool area „Gym with full spa facilities „Beach volleyball „Tanning salon, „Fruit bar „Pink flamingo statutes