B r a n d B o o kworking edition

ghTable oƒ Contents

Letter from Kim 4

Introduction 6

Timeline 8

Our History 10

Our Heart 12

Our Purpose 14

Our Guests 16

Our Vision 18

Our Mission 18

Our Mantra 18

Our Branding 20

Proposition 22

Company 22

Product 22

Personality 24

Behaviors 24

Tenets 24

Our Voice 26

Voice Guidelines 28

Our Manifesto 30

ghVision ƒor aa Grand RETREAT

When I first stepped out of the car to tour the property I took my shoes off to feel the grass under my feet. There was such a surge of energy and emotion from within that I knew the land was special. From that point on, the vision came naturally—that the land was a gift meant to share with. It is my hope as we re-open the doors of this historic property, it will stand as a place of relevance– a meeting ground for generations to come and a weaver of lasting memories.

The strength and magic of South Eden comes from each individual and their own personal and emotional connection to the Land. Ever one will see its beauty in a different way. Be it a place for peace; rejuvenation; memories; future planning; entertainment or self-enrichment, the land nurtures the spirit and feeds each soul with the promise of a happy memory and the hopeful return visit to re-live our experiences.

Being on the grounds of South Eden brings me daily inspiration. I hope it will do the same for you.

Thanks for visiting.

Kim Sponaugle, Owner + ProprietorSouth Eden Plantation

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ghINTRODUCTION

Welcome to South Eden Plantation. If you are reading this, you have been carefully selected to help carry forth the South Eden vision and brand. This book will be a useful resource, providing you the tools and knowledge you’ll need to manage and build the South Eden brand. We also hope it will be a welcome source for inspiration and communication while strengthening South Eden Plantation as a whole.

For South Eden guests and our community, we provide a respite, a place of learning, and in a true southern way — a place of celebration. For our staff, partners, and family, we offer the same. During your time with us we expect you’ll find a work balance, learn volumes, and love what you do. And in turn for your hard work and dedication, we will cheerfully honor individual milestones and accomplishments, as well as those of South Eden.

This set of guidelines directs the brand in terms of voice, values, and vision. The accompanying style guide will instruct on the South Eden Plan visual representation (e.g. logos, fonts, color palette). We believe that a strong and well-managed brand will forward South Eden as a meaningful place in the community, and the world it touches.

We are a destination for farm-fresh food, fine dining, local culture, and good company. We will create guest experiences that are restorative, inspired, and unique. If we consistently deliver on these promises, good things will happen.

We’ll start by taking you through a brief history on how South Eden Plantation came to be and where we are going. And know that as you read this, you’re a key part of its success and future.

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ghOur Timeline

1825 Paul Coalson builds Estate Main House, a log cabin with a dogtrot, stood on 750 acres of land.

1835 Addition of 750 Acres of land was made to property

1865 Civil War in America Ends. Most of the southern plantations were burned from Atlanta to Macon.

1896 Purchased from Coalson by Howard, Melville Hanna, founding member of the Standard Oil Trust.

1901 Howard Melville Hanna Sr. re names the property “Melrose” and begins addition plans for main house. The name, and new paint choice for the building, inspired by the roses planted next to the home.

1905 The House was expansion completed substantially by Howard Melville Hanna, Sr. This expansion included the North and South Wings

1923 Howard Melville Hanna Jr continues with property improvements including: Construction of Stables, Milk Barn, Dairy Barn, Chauffeur's Office and Managers House.

1934 The Showboat and the Pool House additions were made to the property.

1953 Property was divided into Melrose and Sinkola Plantations

2009 Purchased by Kimberly Sponaugle and named South Eden Plantation

2014 South Eden Plantation opens for Business as a Grand Plantation Resort

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ghOur HISTORY

The year was 1825, and the 750 acres that now stretches before you was owned by Paul Coalson. The property served as a working cotton plantation and changed hands a few times through the late nineteenth century. Coalson’s legacy is celebrated by the Antebellum “Dogtrot” Main house. He and his wife are respectfully buried on the plantation.

During the late 1800s, Thomasville became known as the “Winter Resort of the South.” In the beginning of this era, Northerners and other visitors came to the area for their health, breathing the pine-scented air as a curative for pulmonary ailments. Visitors were soon joined by friends to enjoy hunting, fishing, and an active social life. Thomasville came to represent the best of Southern hospitality with the lavishness of the resort lifestyle.

In 1923, the wealthy northern industrialist, Howard Melville Hanna, founder of Standard Oil Trust bought the property. Under the Hanna family, the house and grounds were transformed into the grand estate that exists today. The acclaimed architectural firm of Walker and Weeks was commissioned to build many of the newer structures and outbuilding. Both the stable complex and the Pool House were built in the classic Georgian Revival style, characterized by the use of red brick, porticos, and an overall formal stylization.

The Pool House retains its Poseidon-inspired decorative elements and historic charm and the fully heated pool has been recently upgraded to include a restorative salt-water system.

Circa 1934, The Showboat is as much a show stopper today as it was then. It marks the location of the first private screening of Gone with the Wind, shown before its Atlanta premier, due to a connection between Hanna and owner of Metro Media, John Hay Whitney, a friend and neighboring plantation owner.

Respect towards the integrity of the property has been key to the historic and loving renovation of South Eden Plantation. The Plantation now stands, gracefully refreshed, as a Grand Resort offering daily activity, dining and connection to the historical past of the area for new generations to come.

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ghOur HEART

During the summer of 2009, Kim Sponaugle felt something major was about to change in her life. She was headed to the auction of a plantation in Thomasville, Georgia. While en route she shook off her uncomfortable shoes off in the car. A bit excited upon arrival, she sprung from the vehicle, still shoe less. As her bare feet hit the dirt, she was immediately reminded of her childhood in Macon, Georgia and strong connection to the red Georgia clay and the beauty of land rushed her senses.

She slid her uncomfortable shoes back on, and marched towards the auction with her husband by her side. By the end of the day, they were proud plantation owners.

Over the next five years, Kim stirred by a healthy dose of skepticism and doubt from on-watchers, wondered whether they should resell the property, or bravely make it stand for something meaningful. But on a sun-washed Tuesday afternoon in March, with her best horse, Blue, by her side, she ambled near the Main House gardens. As she followed the century old-cobbled paths embellished by moss covered fountains and legacy roses, her vision took on a new dimension. She committed to embark on a powerful journey-- to share the magic of the property. Terrified and certain, Kim dove headlong into creating South Eden Plantation.

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ghOur PURPOSE

Inspired by the natural bounty and beauty of the grounds, South Eden Plantation became rightfully named as a tribute to the paradise of the Land. We know this unique property will celebrate accolades for destination and dining. But our goal is that it also fills a bigger purpose for the individuals who visit.

The 21st century has taught us a great deal about filling our inner void—how important it is—and how the connection between mind, body, and soul correlates to self-awareness, mindfulness, and overall health. And, more than any other time in history, people both accept factors integral to their own well-being AND are actively seeking experiences to help them achieve a happier and healthier lifestyle.

Whether South Eden serves as a catalyst for a positive life-change, inspires a life event, or just becomes a cherished vacation spot for families to reunite, we know this land will be meaningful. The hope is that visitors enjoy not just the niceties, but also connect in a way that leaves them “transformed.” Maybe that means they leave feeling a bit happier, perhaps more open, tolerant, or appreciative- or maybe it’s more.

Locally, South Eden Plantation is equally passionate about the community, in terms of supporting area businesses, purveyors, and opportunity for the community at large. The Plantation will serve the Thomasville and Tallahassee communities in areas of: employment; fun and enriching daily activities; offering resource for farm fresh food; as an entertainment venue; upscale dining; social libations; body and overall wellness; learning; salon/spa services and, of course soulful restoration.

Ultimately, South Eden Plantation’s higher purpose is to bring about “authentic connections”—to the land itself and/or among the guests that gather here. So, as old friends, wedding parties, extended families, or individuals on a solo journey—we want each and every guest — in their own individual way— to leave restored and connected. The land has done this for generations of families before…South Eden Plantation builds again on this purpose with promise.

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ghOur Guests

South Eden Plantation will entertain two types of guests - Local and Travelers.

Each is equally valuable.

Each comes with individual needs and goals. Food. Entertainment. Accommodations. Even “just ice cream” seekers are important.

Each, we hope, will leave with their goal fulfilled, and anticipating their next visit.

After time, we will define and market to more specific guest niche segments. This process will happen organically too, as friends tell friends about their experiences on The Plantation and we learn our guests’ interests better and define important audiences.

All types of guests (and some with seemly endless needs) will frequent South Eden Plantation. With each guest, it’s important to clearly and consistently, communicate our mission, values, and vision BUT most importantly – deliver satisfaction. When we tend to the happiness of our guests, they leave wanting to return, connected to the land.

We hope that with each and every guest we can create the direct correlation in guest satisfaction that inspires them into long-term, loyal visitors – and ultimately, friends.

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Our Vision

Our Mission

Our mantra

South Eden Plantation will be one of the South’s most treasured grand resorts, welcoming guests and visitors with 4-star luxury in the tradition of southern hospitality.

A plantation rich in history, South Eden is a celebration of the best of the old and new south. It is a place where the authentic southern connection between land, family, and tradition inspires each and every guest. For these reasons, South Eden will become a destination for generations to come.

For each and every guest, we create an experience that is restorative, inspired, and uniquely his or her own.

For each and every guest, we create an experience that is restorative, inspired, and uniquely his or her own.

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ghOur Branding

We believe that a strong and well-managed brand will make South Eden as a meaningful place in the community, and the world it touches.

South Eden Plantation is the destination for farm-fresh food, fine dining, local culture, and good company. We will create guest experiences that are

restorative, inspired, and unique.

If we consistently deliver on these promises, good things will happen.

The following pages serve as a set of guidelines to direct the brand in terms of voice, values, and vision. The accompanying style guide further instructs the visual representation (e.g. logos, fonts, color palette) needed to complete the South Eden Plantation brand identity.

These guidelines ensure consistency between any word or single item representing the South Eden Plantation name. Great brands are powerful, but fragile. They are developed with creativity, passion, and vision. But the fourth ingredient, and perhaps the most important, is discipline. That is where brand management – and its support from internal leaders and strategic partners—comes into play.

That is where you, as a representative or Brand Ambassador, can impact the brand. Many studies prove that consistency increases awareness and helps cement the emotional connection to a brand. We want the brand tenets for South Eden Plantation to resonate not just in the minds of a few, but rather the thousands who will touch this brand and share it with the world. In essence, the more single-minded we are, the more powerful the South Eden Plantation brand will be.

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South Eden Proposition

Authentic Connections

Our core brand proposition is that we create and propagate “authentic connections.” This may be a connection between our guests and this beautiful land, or connections among the guests themselves. Even better, an honest connection with oneself.

CompanTruth, Grace, Vision

We expect absolute, forthright honesty from everyone that works on, or with, the property. No exception will be made. With trust in place, we develop strong alliances, quality products and reliable service, and, of course, good friends. Grace is an equally important factor in ensuring that guest and staff experiences are positive and enriching. Angry guests should be met with empathy and understanding and ultimately feel heard and respected—no matter what the situation. New brides shall be comforted and calmed by our hand, not flustered and panicked in the moment. We will make eye-contact and greet guests with smiles and nods of acknowledgement in each passing or exchange. Grace, and graciousness, is inherent in the southern way and will be a closely held value throughout South Eden. South Eden Plantation exists today with strong a clear vision, and strong credit to its visionary leader. Vision, combined with raw ambition is how we created South Eden Plantation. We encourage positive thinking as a way of lifting yourself every-day.

Product

Inspired, Restorative, Personalized

An inspired experience allows a guest to meander through the property finding their own private moments, rejoicing in unique surprises and unexpected delights along the way. It is our job to create this background. The Plantation is our canvas. A restorative stay is also integral to our product offering. With plush bedding, luxury appointments, and enriching programs like Yoga and Pilates, guests can educated, unwind and center themselves in varied ways. We, as South Eden Plantation ambassadors, must strengthen their experience with encouragement, warmth and understanding. A frantic business traveler or angry restaurant patron is treated just like the new bride, with a calm head and gracious hand. The South Eden Plantation experience is also personalized. We anticipate and deliver specific wants and needs-before guests even speak of them. The personalization should start with a direct communication before a guest arrives and conclude with a hand-written thank you card after their stay. And of course, every touch point in between is equally important. All of us as ambassadors of South Eden Plantation, will have the job, and the power, to deliver on needs, solve problems and make guests happy.

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PersonalityCharming, Grounded, Thoughtful

South Eden Plantation is charming; she tells great stories and captivates an audience. Her live oaks dripping with moss and lacing ivy creeping on walls serve to further enchant. She assumes the depth and grandeur of the old south, but lives in the present. She is jovial, bright, and serves only to lift spirits. She is refreshing and attractive. There is no traffic. We walk to enjoy all that is around us. She is also grounded. Grounded in knowing her story, her past, and her traditions. She has a strong sense of self and embraces values that lift the human spirit. She is not aloof, or insincere-ever. She is kind and real. Stress and hurry are not found here. She is thoughtful. She takes the time to get to know you and listens. And at a certain point, when you least expect it, you realize she ‘gets’ you. And though you wonder if you are the only one, you realize she is genuinely nice to everyone who comes to her home.

Behaviors

Speak Truth, Learn, Be Authentic, Smile, Anticipate, BE Genuine, SharE

Speak Truth about what you know; Admit your weaknesses. Learn what you don’t

Be authentic, Always real. Honest

Grow. Learn. Take classes as you can; Enrich each day

Smile. Celebrate the moment. Let your light shine

Anticipate the needs of each and every guest. Anticipate and heal yourself

Center yourself before you encounter others; Greet Genuinely. Welcome graciously

Share Experiences. Tell guests stories; it’s part of southern hospitality

Tenets

Tied to Southern tradition, our voice is real and conversational at all times

Our brand personality is that of a down-to-earth, endearing and charming friend

Our look is elegant and warm, inviting and rich in story-telling.

Our design is clean and organized

Our style of photography is traditional yet fresh and clean.

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ghOurVoice

The South Eden Plantation tone of voice is unique. As a property built in a storied past and being reinvented for the future, honoring the best of both is essential.Like our personality, the South Eden Plantation voice is charming, grounded, and thoughtful. How does this manifest in the real world? We stir conversation with questions from our guests that will require more than a “yes/no” answer.

“What did you enjoy best on your walk this morning Mrs. Johnson?”

We are historic and educational but never stuffy or stoic. Our language will be educational and real in tone, but not stuffy or pretentious. A grounded, more masculine tone in the Velvet Buck menu would be appropriate. A sign or brochure can be factual without fluff. How can voice be thoughtful? It has manners. It engages. It sends thank you notes, acknowledges contributions and remains ever aware of surroundings to be considerate of others. This resonates with guests and social media fans as well. The design of our South Eden Plantation logo is enhanced with visuals and words that reflect our attitude and our tone or “voice.”

The editorial voice is open, optimistic, and engaging.

It seeks to close the gap between reader and guest. So our editorial voice should foster an emotional connection. It must contain life and compel a reaction.We speak conversationally and respectfully. But we balance that with a sense of strength in understanding guest needs, building trust within the organization, and ultimately leading change through all the initiatives South Eden Plantation has planned.

Words we like: Words we don’t like:Community PrivateResort Hotel Fresh OldEclectic SimilarEnriching DepletingBoutique QuaintNew South Old South

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ghVoice Guidelines

Get to the point

In the age of social media and our fast-paced lives, less is more. With the property’s unique, varied, and rich historical assets it would be easy to use an abundance of floral and overly descriptive language. Balance being descriptive, and best serving the communication objective. People will appreciate the simplicity and service inherent in ‘getting to the point’.

Be Personal

Speak the language, of the your reader or guest, while remaining true to the South Eden Plantation brand. Our highest priority is providing superior comfort, care, and service. There’s no way to achieve this without being personal. Any event on South Eden should be well crafted and relevant to its audience. This is also true in media. Consumers today are more aware, and often disengaged, by generic or canned material. To stand out, and be authentic, we must be personal.

Be Gracious

By definition, being gracious is marked by kindness and courtesy. It is a time-tested quality of the old and new south, and an intrinsic quality in The Plantation’s voice. We expect our staff to impart this attribute to optimally serve our guests, and each other. And graciousness should not be limited to the property alone, but anywhere South Eden Plantation is represented; should that be the media, press, social exchanges or any community of which we engage.

GUEST VOICE

Let’s give our guests a voice, too. We should pro-actively embrace real-time communication between place and people. Real people. Let’s celebrate this. Wherever possible, let’s show the real stories of South Eden Plantation. To include but not limited to: previous owners/families, historical society, landmarks, new guests, brides, families, leaders, teachers and artists. There is great fodder (and free social media) in the good stories out there. Experiences. Recipes. Lore. Let’s ask and engage with our guests/fans, and re-tell them for future and recurring guests. The connection will grow with sharing.

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ghOur Manifesto

Win the hearts and minds of each and every guest

Anticipate with joy every guest need, spoken or unspoken

Empower yourself and others to fulfill the

South Eden Plantation brand mission

Keep learning every day, to improve your experience and those around you

Be accountable. Always. Know the guest experience relies in you

Enjoy this sense of place and future-forward development

Make people smile; even better- encourage conversation and connection

Be proud of what you do, for each and every guest, it matters.

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