The Del is a historic landmark and standard of luxury, but it needed to reposition itself in a dynamic light to appeal to the younger affluent demographic. The Del’s collection of luxury suites and private cottages, Beach Village, needed fresh awareness as the most exclusive experience in luxury travel.
We privatized the beach, creating exclusive and exciting programming that breathed new life into how guests experienced The Del’s history of luxury. We strategically seeded the opening with megawatt influencers and created buzz through top-tier national, regional and local media.
In its first season, Del Beach attracted more than 20,000 new guests and created a source of revenue that did not previously exist, becoming a sought-after ambience and tradition that everyone was talking about.