The Challenge for koa bay

Overabove deployed our big data-driven approach as well as primary quantitative research to analyze prospective guests for a new resort opportunity built around a man-made surf park. We developed a lookalike profile of the ideal Koa Bay guest based on key demographic and psychographic variables from the database analysis. We used this profile as our guide in developing branding, storytelling and DNA to position the property (and man-made surf parks in general) as emblematic of a new “golden age” of surf – harkening back to the days when surfing was less understood, and when it was embraced by a tribal subculture. We used the growing Treasure Coast region of Florida and the emergence of man-made surf parks to support the story of a “path less traveled,” a departure from today’s highly sponsored, highly commercialized pro-surf environment.

With a brand and story developed that clearly articulate the Koa Bay experience, the property’s developers are in the initial stages of funding, with plans to break ground in 2024.