By Jeff Goss, CEO/Creative Director
The heir to a 100-acre estate in the heart of Asheville partnered with GDR (Global Development Resources), our client, for an environmentally responsible development design that paid respect to the property and her father, who established the estate in 1937. Her mother was an artist, as were many in her family. The developer created an enclave reflecting the experience of a French countryside village. There was a secret garden, a fly-casting pond, bocce ball court, an observation point for night sky-watching and birding, plus an art community within the community was designed to encourage art (including classes, speakers, and exhibitions) and to dot the landscape with artists with easels.
In approaching the opportunity to connect with the naturalists and artists, The Goss Agency first reviewed an array of competitors to arrive at the determination we would use art and illustration to communicate the experience at Thoms Estate. Not only did it stand out in the array of competing real estate options, but art also expressed the experience and core distinction of the property.
We created “moments” on the property with residents and their guests roaming the property sketching, painting, and documenting what they saw. The property exceeded all goals, with 30 properties under contract in 3 months. Oh yeah, that was about the time the real estate/banking bubble hit, and the rest is history. But we did win 2 silver and one gold Addys.
To see The Goss Agency's full campaign for The Thoms Estate, please click here.