Award-Winning MPC Nears 30-Year Anniversary as One of the Nation’s Leading Communities
Nearly 30 years into its development as one of the country’s most compelling real estate success stories and as the community that put Las Vegas on the map as a great place to live and raise a family, Summerlin® is getting a new look. The Howard Hughes Corporation, developer of the master-planned community that still ranks as the nation’s #3 best-selling master-planned community three decades after development first began, recently launched an all new multi-media brand campaign that celebrates the special moments that create a beautiful life in Summerlin.
According to Danielle Bisterfeldt, VP-Marketing, Summerlin, while the community’s brand has evolved over the years, its depiction has remained true to a theme of beauty – both natural and manmade.
“From Red Rock Canyon that forms the community’s backdrop to beautifully landscaped parks and trailways, Summerlin has long been known for its abundant beauty. But it’s the people who live here and celebrate life’s little moments every day who truly give the community its significance as a beautiful place to live, recreate, work and raise a family. The new campaign captures many of those magical moments. We are confident it will resonate with not only those who call Summerlin home, but those who appreciate a life of meaning with family and friends.”
Produced by R+P Advertising, a local agency that has long represented Summerlin, the campaign includes broadcast, video, print, digital, outdoor and social media. According to Scott Robertson, Owner and Creative Director, R+P Advertising, the agency initially explored answers to the question – “what does Summerlin stand for – as we sought to develop vignettes with the potential to evoke an uplifting emotional response.
“Summerlin exists to bring people together to share in life’s most memorable moments,” said Robertson. “We believe life isn’t made up of huge, life-altering events, but rather a series of small, interconnected quiet moments that take our breath away. Like watching a sunset, going for bike ride, dining out with friends, taking your kid to a ballgame or just staying at home and doing nothing. Sometimes these tiny moments define us in ways we never quite know. And from this line of thinking was born the new brand tagline: “Be Part of Something Beautiful.”
“It is at once a statement, a call-to-action and an invitation,” said Bisterfeldt. “We hope it drives people to find a deeper connection to each other and to the community as a whole. Everything we do is meant to enrich the lives of residents and visitors. We’re not just in the development business, we aspire to be creators of a beautiful culture driven by connection and belonging. Now get out there and be part of something beautiful, whatever that means to you.”
The master-planned community (MPC) of Summerlin spans 22,500 acres along the Las Vegas valley’s western edge. Home to more than 100,000 residents, the community is synonymous for its exceptional quality of life created by an abundance of amenities to which no other community can compare: 250-plus parks, 150-plus miles of trails, 26 top-rated public, private and charter schools, ten golf courses and Downtown Summerlin®, to name just a few.
The Downtown Summerlin area is home to more than 125 retailers and restaurants, Red Rock Resort, office towers, City National Arena – home of the Vegas Golden Knights National Hockey League practice facility, and Las Vegas Ballpark, a 10,000-capacity baseball stadium and home of the Las Vegas Aviators® that opened to huge community fanfare on April 9. Summerlin is the only community in Southern Nevada with its own downtown.
Summerlin currently offers nearly 180 floorplans in 40 neighborhoods in nine distinct villages. Homes are available in a variety of styles – from single-family homes to townhomes, priced from the $230,000s to more than $1 million. For more information, visit Summerlin.com. For information on all actively selling neighborhoods, visit Summerlin.com.
PHOTO CAPTION: The master-planned community of Summerlin recently launched a new multi-media brand campaign that celebrates the special moments that create a beautiful life in Summerlin.
Developed by The Howard Hughes Corporation, Summerlin began to take shape in 1990 and has ranked in the country’s top 10 best-selling master-planned communities for nearly two decades. Located along the western rim of the Las Vegas valley, Summerlin encompasses 22,500 acres with approximately 6,000 gross acres still remaining to accommodate future growth, including infrastructure, open space and common areas, all within the master plan. The community is currently home to nearly 100,000 residents who enjoy an unparalleled list of amenities. These include more than 250 neighborhood and village parks, more than 150 completed miles of trails, 26 public and private schools, 14 houses of worship, ten golf courses, shopping centers, medical and cultural facilities, business parks and dozens of actively selling floor plans. Homes are available in a variety of styles – from single-family homes to townhomes– priced from the $300,000s to more than $2.5 million. For information on custom homesites in The Ridges please call 702.255.2500. Luxury apartment homes offer monthly rents starting from the $900s.
About The Howard Hughes Corporation®
The Howard Hughes Corporation owns, manages and develops commercial, residential and mixed-use real estate throughout the U.S. Our properties include master planned communities, operating properties, development opportunities and other unique assets spanning 14 states from New York to Hawai‘i. The Howard Hughes Corporation is traded on the New York Stock Exchange as HHC with major offices in New York, Columbia, MD, Dallas, Houston, Las Vegas and Honolulu. For additional information about HHC, visit www.howardhughes.com, or find us on Facebook, Twitter, Instagram, and LinkedIn.
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