A sophisticated playground for all ages

Design / Website / Digital Marketing

Billed as a “sophisticated playground for all ages,” Carmel Valley Ranch occupies 500 scenic acres in the foothills of the Santa Lucia Mountains, an hour from Silicon Valley in central California’s wine country. 

The forward-thinking luxury resort—which is part of Hyatt’s Unbound collection—features a spa, golf course, tennis courts, saltwater swimming pools and organic restaurant, to name just a few of the high-end amenities on offer. 

A destination unto itself, the Ranch offers visitors an immersive, activity-packed experience that ranks among the best of its kind in Northern California, recognized by Condé Nast Traveler’s prestigious Readers’ Choice Awards, among others

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The Challenge

Carmel Valley Ranch approached us, having recently revamped its brand guide and visual identity. They wanted a new website to capture their marketing assets’ updated look and feel. In doing so, they also hoped to solve some of the problems their previous web strategy presented.

Chief among the goals for the new website was to ensure it could be easily managed and modified from their side. With their previous site, it was difficult for the property to make website updates themselves. Making edits to the site was often costly, time-consuming and frustrating.

Other problems need to be avoided this time around as well. The old site comprised an enormous amount of content spread across dozens of pages, adding another time-consuming layer to keeping everything up to date. The site lacked sufficient accessibility features and suffered from bugs and inconsistencies throughout.

Their digital marketing strategy also invited improvement. Their campaigns focused on a narrow set of keywords targeting primarily local markets, with limited results. The data, too, was limited: analytics were set up to track only a few touchpoints, giving an incomplete picture of user behaviour and ad performance.