Flatrock Motorclub
A private resort destination for the world’s most serious motorsports enthusiasts
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How do you make a great destination an amazing brand?
Flatrock Motorclub is America’s newest private, Members-only motorclub is a premier destination for motorsport enthusiasts and luxury living. Set on 900 acres atop Tennessee’s Cumberland Plateau, the resort is built around a 3.5-mile FIA Grade 2 Tilke designed racetrack. This undulating track offers challenging corners and thrilling straights, making it one of the most exciting racing circuits in the United States.
Beyond the track, Members enjoy world-class amenities that rival the finest luxury resorts. The private Clubhouse includes two fine dining restaurants, Member’s Lounge, a full fitness center, private Member wine cellar, an infinity-edge pool, and a relaxing spa.
Our opportunity was to help refresh the resort, develop its brand, package its offerings in a compelling way, and distribute this new message around the world.
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While the location had been master planned and the track was already in place, much of the project remained in construction. The developers had focused the majority of their efforts on building out real estate, rather than building the brand and sharing the message.
We began by developing a library video and photography content of the 3.5 mile track and various real estate offerings. We sought to humanize the resort by creating short video vignettes of employees and Members’ interactions with the property.
Once the assets were developed, we built a new website that showcased the track, Membership opportunities, real estate opportunities, fine dining options, various amenities, and future plans. At the same time, we created a post-a-day social media program to grow awareness and print advertising in high net worth print publications, including duPont Registry, Robb Report, Porsche Christophorus, etc.
Our efforts resulted in significant increases in website traffic (over 1,000%) and social media followers (over 400%), demonstrating the effectiveness of our marketing strategies.
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In addition to asset development, the website build, print advertising, and social media efforts, we developed various real estate look books and Member newsletters. In addition to these collateral pieces, we created various event activation strategies with duPont Registry, Cavallino, Cars of 30A, and other luxury brands and events.
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A vast video and photography library, identity system refresh, website development, collateral materials, apparel, marketing automation implementation, and event activation
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Andy Jeffers, Sports & Entertainment Network, videography
Riley King, photography
Hal Whitman, videography
Carson Fletcher, videography
Sydnee Cearlock, photography
Clay Posey, ClearBox Strategies, marketing automation
Communicating the visceral experience of driving at Flatrock Motorclub required weeks of planning, gear, support crew, as well as a vision for capturing the feeling of being at the wheel. All in one minute.
A complete website rebuild expanded the brand to include all its amenities in an approachable way.
Refinement of logo and identity package added a sense of compression.
Placements in duPont Registry and Robb Report showcased both the track and real estate opportunities.
By focusing on the driver and keeping the track out of frame, we created a sense of wonder to make a prospect want to be this Member.
We designed a series of five look books to highlight the various real estate options at the resort.
We developed a quarterly print and digital newsletter that reads like a magazine.
We worked with lulu lemon, Peter Millar and Greyson to develop a line of luxury apparel.