SITUATION
The Parkway is a master planned community with miles of nature trails, hundreds of acres of open space, wetland preserves and lakes. It is home to hundreds of native plant and animal species. When this master planned community first opened, and the nature trails and habitat were still under construction, it was difficult to grasp the vision of the community as it would be in maturity. Plus, the Parkway was competing with other master plans that had traditional amenities such as golf courses, community club houses and recreational lakes.

SOLUTION
Barcellona positioned The Parkway as the first environmentally sensitive master planned community in California’s Greater Sacramento Region. Original woodcut illustrations of plants, animals, and architectural elements found within the community were used throughout the advertising. Potential homebuyers with active lifestyles and those with an affinity for the environment were targeted. A comprehensive public relations program complemented the advertising. Community partnerships were formed with local environmental groups and the city recreation department to hold nature walks and fun runs along the trail system.

RESULTS
The Parkway is one of the most successful master planned communities in the Greater Sacramento Area. During its first two years of sales, The Parkway received press coverage in virtually every section of the newspaper. Awareness of and traffic to the community were above expectations. Today, resale value of The Parkway’s homes is high. The nature walks and fun runs continue on its trail system and the events draw a huge audience. The Parkway’s marketing program garnered Barcellona 37 awards from various entities, including the National Association of Home Builders and was the community was named Master Planned Community of the Year by the North State Building Industry Association.