Master Plans
Creating or re-creating a destination is the beginning of place.
EMC worked on its first master plan in 1984 (Harbor Bay, Alameda) and has been involved in some of the country’s most successful and innovative mixed-use and lifestyle communities ever since. We’ve learned that over the course of marketing a 20-year plan, there is no such thing as autopilot. The brand needs constant monitoring, evaluation, nurturing, redirecting and refreshing.
Client: The Cambay Group
Project: River Islands
Location: Lathrop, California
Description: This 4,905-acre community will bring some 11,000 new homes to the City of Lathrop. After decades of planning and with much anticipation, the community launched its sales effort in 2014 with more than 1,000 visitors on the preview opening weekend. EMC is the branding and marketing agency and is in charge of the merchant builder program.
Client: Catellus
Project: Mueller
Location: Austin, Texas
Description: Some 750 acres of cracked runway and weeds remained when Austin’s airport was relocated. Working in partnership with the City, Catellus created a visionary mixed-use plan that is among the most sustainable in the nation. EMC was hired in 2004 as the marketing consultant and has kept the brand relevant and engaging ever since. This is an example of transformative development that has become a source of pride for the entire city.
Client: UCP
Project: East Garrison
Location: Marina, California
Description: Located on land that was once part of Fort Ord, East Garrison transforms a military base into a mixed-use community. The marketing messaging has two targets: the local area, interested in the newness and value of the community, and a broader area that responds to the allure of Monterey County.
Client: Windemere
Project: Windemere
Location: San Ramon, California
Description: Education became the focus of this 2,300 master-planned community, which included five new public schools in a highly ranked district. And the homebuying public responded. Big time. Windemere was the best selling community in the nation from 2006 until 2008. From the very first planning meeting, EMC directed the branding and marketing efforts.