Gateway Canyons // Brand Standards

Brand Standards

KEY PHRASES/WORDS The sentence leading into each word is, “I vacationed at Gateway Canyons and left feeling completely:

2nd Tier Emotive Words:

Awestruck Inspired Embraced Pure Transformed

Tagline: Where Curiosity Comes to Play

Humbled Enlightened Centered Stimulated Enriched Curious Passionate Motivated Alive

BRAND PROMISE/ATTRIBUTES The Innocent: Encompassing a core desire to experience purity The goal to do the right thing The gift of faith and optimism Reflecting the natural human desire toward curiosity, the team unanimously agreed that Gateway Canyons best identifies with the Innocent. As the ideal archetype of the resort, Gateway Canyons is the gateway into a view of our world, a view of our universe and a view into its origins. It is a place for guests to temporarily pause the mass mayhem of their lives and take a deep breath of fresh air, be inspired by a sense of curiosity, pose their most simple questions, appreciate a quiet authenticity and make their own discoveries.

TARGET CUSTOMERS Target Man:

Target Woman:

Entrepreneurial Spirit

Professional

Successful, Professional

Successful

“Manʼs Man”

Financially Independent

Likes to get his feet dirty

Upscale, Sophisticated

Minimum $250,000 annual salary

Works out to look good, but to also feel good

Uses iPhone and other Apple products

Adores upscale art, culture, jewelry

Suits to work, casual on weekend

Enjoys luxury travel

Fit/Athletic

Embodies a town and country attitude

Follows major sports (but not fanatical)

Loves outdoor activities but also “pampering”

Authentic

Confident in mixing designer labels with less expensive brands

Appreciates Technology Enjoys unique travel experiences Confident /Adaptive/Comfortable with themselves Wears: Tods shoes, Maui Jims, Flip-Flops, Expensive Jeans/T-Shirt, North Face, Patagonia, bespoke suits Drives: Luxury automobiles, Mercedes CL 63 AMG, BMW M6, Porsche 911 Turbo, Ferrari 458 Italia Drinks: Scotch, Whiskey, Jack & Coke Plays poker, card games

Drinks Wine, specifically Chardonnay Healthy, into wellness Comfortable – doesnʼt mind getting ʻdirtyʼ Wears: Designer Jeans, Gap or American Apparel T-Shirt, Louis Vuitton or Gucci handbag and belt, Jimmy Choo or Christian Louboutin shoes, Lulu Lemon Yoga Pants Drives: Luxury SUVs (BMW X5, Audi Q7, Lexus, Range Rover)

TARGET CUSTOMERS Overall Generation X and Baby Boomers, although Generation Y should be given high consideration as they move into their mid-30s in two years and their values are quickly evolving.

Avoid young families but play to multi-generational families Exceptional family values Authentic, traditional Seeks adventure and exploration Environmentally friendly

CAPTIVATIONS Attendees were challenged to evaluate current resort offerings and re-configure relevant audiences and activities against seasonal clusters. Gateway was founded out of a passion for intellectual stimulation, adventure and the art of discovery, but success cannot be derived by offering all things to all people. For instance, Gateway is not a heavy snow destination for skiing, snowmobiling and cross country. Yes, the resort can offer it, but the true heavy snow disciple has better choices. Same with golf, etc.

Winter (Market: mostly regional drive) • Romantic Couples • Group Business • Film Festival Attendees • Car Lovers

Spring (Market: NW, NE, Texas, regional drive) • Hearty Outdoor Adventurers • Girlfriend Escapes • Guy Getaways • Families on Spring Break (children over 10 yrs) • Groups – Incentive Trips • Private Special Event Goers

Summer (Market: National, International, European) • Hearty Outdoor Adventurers • Outdoor Enthusiasts (lite) • Families Building Traditions (children over 10 yrs) • Car Lovers • Group Business – Corporate, Association

Fall (Market: National in scope) • Hearty Outdoor Adventurers • Outdoor Enthusiasts (lite) • Girlfriend Escapes • Guy Getaways • Special Events Goers

LOGO

Always black or white, design never varies.

FONTS Headline:

ADOBE GARAMOD PRO REGULAR - CAPS Sub-Headline:

Adobe Garamond Pro Regular - Title Case Body Copy:

Helvetica Regular

COLORS CMYK: 60 / 61 / 75 / 54 RGB: 67 / 58 / 44 PMS Black 2 C hex: #42392b

• Background color on website

CMYK: 40 / 86 / 85 / 64 RGB: 78 / 25 / 16 PMS 4625 C hex: #4d180f

• Secondary color on website

CMYK: 5 / 34 / 89 / 6 RGB: 224 / 164 / 54 PMS 143 C hex: #e0a335

• Roll-over color on website

• Primary pattern block color for brochures, newsletters, ads and banner ads

• Used sparingly on ads and collateral

• Accent color for horizontal rule, social media and contact information • Occassional sub-headline color

PATTERN

SIGNATURE PHOTO

SIGNATURE PHOTOGRAPHY

SIGNATURE PHOTOGRAPHY

PRINT ADS - LEISURE

Half Page

Full Page

PRINT ADS - GROUP

Half Page

Full Page

PRINT ADS - GROUP

Full Spread

PRINT ADS - WEDDING

Half Page

Full Page

For all wedding pieces the horizontal rule above and below title should be biege instead of orange.

PRINT ADS - F & B

Half Page

Full Page

BANNER ADS

728px x 90px

300px x 250px

160px x 600px

EMAIL BLASTS

Template is permanent, content and image may be changed

POWERPOINT TEMPLATE

NEWSLETTERS

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Front Cover

Full bleed image with logo centered at top, contact information in lower left hard corner, Noble House stamp logo in lower right hand corner, titles justified left, large circle that reads, “click here to view newsletter�

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Spread 1

GM Letter over brown pattern box on the left, 3/4 spread full bleed image with transparent box to mimic website for package

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Spread 2

Variable Information

NEWSLETTERS

=

Spread 3

Variable Information / Food & Beverage Package

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Back Cover

Full bleed image with logo, web address, phone number, address, facebook and twitter conact centered at the bottom Package or other information may be inserted on top

BROCHURES

=

Front Cover

Full bleed image with logo centered at top, title between horizontal rules, contact information in lower left hard corner, Noble House stamp logo in lower right hand corner

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Intro / Welcome Spread

Full bleed image with white text directly over image

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Spread Variation 1

Text laid over brown pattern box, extra white text laid over largest image if possible

BROCHURES

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Spread Variation 1

Text laid over brown pattern box, extra white text laid over largest image if possible

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Spread Variation 1

Text laid over brown pattern box, extra white text laid over largest image if possible

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Back Cover

Full bleed image with logo, web address, phone number, address, facebook and twitter conact centered at the bottom.

RACK CARDS

FRONT: Full bleed image with logo in top center, address bottom left hand corner, Noble House logo bottom right hand corner.

BACK: Full bleed brown pattern with orange accents.

VIDEOS Fiber Arts And Quilting

Colorado Off Road ATVs, Rock Climbing, Mountain Biking, Kayaking

Click here to view

Click here to view

Classic Cars, Unique Oldsmobile F88, Muscle Cars

Cessna Plane Air Tours of Western Colorado

Click here to view

Click here to view

VIDEOS Dinosaurs and Fossil Footprints

The American West told by John Hendricks, Founder of the Discovery Channel

Click here to view

Click here to view

Ancient Civilizations and Cultures of the American West in Colorado

Colorado Horseback Riding, Horses at Gateway Canyons Equestrian Stables

Click here to view

Click here to view

BUSINESS CABINET

43200 Hwy 141 Gateway, Colorado 81522

FIRST LAST Title Here

43200 Hwy 141, Gateway, Colorado 81522 Main: 555-568-9431 | Direct: 555-556-1234 Fax: 555-565-2622 flast@gatewaycanyons.com | gatewaycanyons.com

gatewaycanyons.com | 970.931.2458 43200 Hwy 141, Gateway, Colorado 81522

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