development 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