The first Private Residence Club for the outdoorsman, located on the legendary Big Hole River in Southwestern Montana — offering just 34 building sites in a 720-acre development.

The Challenge

Moving forward the frontiers of fractional ownership.

The developer designed this spectacular site to be environmentally friendly, with 690 acres going into a conservation easement.  Two specially designed bridges spanned the Big Hole, gaining the support of local and national environmental organizations.  By the time Star came to the project all the infrastructure was in at a very substantial cost.

A homesite event sale was not successful, and through a consultant, fractions were recommended.  Star was hired to design and implement the fractional program. The market for blue ribbon, Western Montana fishing is national, so a marketing campaign was designed to reach high-income fishermen via numerous small-circulation fishing and outdoor journals.  Award-winning collateral materials were designed to bring reality to the opportunity of ownership on the Big Hole River.

Two residence sizes were designed, 3900 and 2000 square feet respectively, to be sold on a 1/8th and a 1/10th interest basis.  The share sizes were to appeal to families and sportsmen sans families.

The Action

Design a project for fly fishermen, who have a sophisticated psychographic profile; research a truly segmented national market; and formulate a mini-vacation program where the customer pays $750 plus airfare to visit.

The Result

A 34% close on mini-vacation prospects in 2007.