/ Lifestyle
  • Qualitative Research
  • Stakeholder Interviews

Informing the Launch of Music and Predictive Health Offerings

The Challenge

A leading Western Luxury Ranch that spans an impressive 250 acres on the Wyoming and Colorado borders was on the precipice of rolling out two highly lucrative offerings for high-net worth guests – a music showcase with country music’s biggest stars and predictive health wellness retreats.

Path Forward

In order to attract the right individuals, we aimed to ground the launch in past and prospective guest conversations, informing the appropriate channels and actionable communication territories.


We first visited the incredible accommodations and untouched land to speak with key stakeholders, aligning our guest conversations with underlying business goals and historical ethos of the brand. We developed 4 emerging personas and 3 communication territories, arming the creative teams with the key strategic building blocks of who they are speaking to, why we are speaking to them and how we will resonate the most with them.