THE CLUB TREASURE ISLAND

The Treasure Island Yacht & Tennis Club Florida had become synonymous with renovation failures and failing, as a whole, its members. Entrepreneur Bill Edwards purchased the property out of bankruptcy and invested $10 million for a multiphase renovation and expansion. Masterpiece’s first successful step in repositioning this brand came in the form of a renaming as “The Club at Treasure Island,” as well as the rebranding with a stately and fitting tagline, “Exclusivity Redefined.” Including a beautiful new, more user-friendly website, advertising, and printed collateral, Masterpiece also initiated aggressive direct mail and email initiatives to influential locals to drive family, single, social, senior, and corporate memberships. Masterpiece’s reimagining and marketing of The Club resulted in a membership increase of 200% to 1000 people. The Club at Treasure Island had become a 5-Star destination offering leisure, dining, and entertainment for members and non-members alike.