The Fitzgerald at Grove Park is a collection of 24 luxury condominiums adjacent to The Grove Park Inn resort. This platform helped the project be the best selling luxury real estate project in Western North Carolina during challenging market conditions.

1. 2011 Strategic Platform

2. What We Know About the Market
• Since January 2009, only 13 condos/townhomes in Western N.C. have sold:
– 11 at The Fitzgerald
– 1 at The Cliffs at Walnut Cove (December 2010)
– 1 in Transylvania County (June 2010)
• The table below separates activity within the Asheville city limits from other areas in Buncombe
County.
Total Active 73 102 175
Active Condos/Townhomes 27 17 44
Total Sales 19 15 34
New construction sales 9 2 11
Condos/Townhomes Sold 5 1 6
Pending sales 0 0 0
*As of December 31, 2010
+$1M Listings* Asheville Total
Buncombe
County

3. Marketing: Where We’ve Been & What We’ve Learned
• For the past 18 months, marketing has focused on raising local awareness of The Fitzgerald as a
luxury condominium product adjacent to The Grove Park Inn. Through a combination of advertising
and outreach to local realtors by Beverly-Hanks, we believe we have reached the saturation point in
raising awareness.
• Building on that awareness, we will focus more on the lifestyle afforded to residents of The
Fitzgerald through ownership and membership in the 2011 marketing campaign.
• We know that more than half of the traffic at the sales model is attributed to GPI guests (33%) and
people driving by who see the signage (25%). The next largest segment is from the internet (9%). We
also know that all 11 of the current homeowners had at least one experience at GPI prior to making
an offer; 10 of the homeowners are Community Members.

4. Where We’re Going
2011 Sales Goal: 5 condominiums
• Strategy
– Blur the line between The Fitzgerald & The Grove Park Inn
– Promote how it feels vs. how it looks
– Create a relationship with our potential owners
– Promote the four pillars of our message
• Relationship with The Grove Park Inn (#1 differentiator)
• Best Address in Asheville
• Condos
• Category of One

5. How We’re Getting There
• Continue marketing efforts at GPI
– Kiosks
– Concierge handouts
– Amenity brochures (Club Floor & The Spa)
– STAY Magazine
– Resort TV channel
– Club Floor tour incentive
• Strengthen online presence
– Update website to better promote The Fitzgerald lifestyle available “through ownership &
membership”
– Better utilize social media (blog, Facebook, Twitter, etc.) to increase SEO
– Boost online advertising with Google AdWords and with targeted media used by GPI (WSJ/NYT)
• Increase local ad intercept campaign
– Outdoor boards (permanent & rotary)
– Advertorial and editorial content in newspaper and local lifestyle publications with a focus on
holidays and historically high visitation periods
– Increase outreach to local brokers by working through Beverly-Hanks

6. 2011 Media Flow Chart
Media Closing 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 18 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 Total
Local Media
Asheville Citizen Times
Advertorials
2 Weeks Prior 29 19 3 10 31 3 9 $9,065
Asheville Citizen Times
Main News Ads - 50"4C
1 Week Prior 22 14 12 25 16 22 6 21 17 15 21 $5,665
Fairway Outdoor -
Rotary
1 Week Prior $13,200
Fairway Outdoor -
Permanent 14' x 48'
1 Week Prior $17,000
The Laurel
First of Month
Prior
$11,250
Carolina Home &
Garden
3/8, 8/16 $4,800
Asheville Magazine $0
Beverly-Hanks
Welcome Magazine
$1,350
Media Total 62,330$
Internet
Google Search Marketing 1 Week Prior $42,000
Asheville Citizen Times
Banner Ad
1 Week Prior $3,500
Condo.com 1 Week Prior $140
AOL Cost Per Click &
Leadback Retargeting
$5,000
WSJ.com Geo Targeted
Banners - 300x250
$5,000
NYTimes.com Geo & Demo
Targeted Banners - 300 x
250
$1,500
Internet Total 57,140$
TOTAL $123,491
2010 2011
1,350$
$14,678 $10,793 $13,973 $15,449 $3,170 $3,170$7,294 $5,600 $6,100 $14,103 $17,073 $12,088
4,288$ 4,288$9,788$ 4,288$ 4,288$ 4,288$ 1,670$ 1,670$3,884$ 4,200$ 4,700$ 9,788$
2,500$
New York Florida
Carolinas &
ATL
500$ 500$ 500$
Condo Listing
140$
ATL, Raleigh, Charlotte,
Greensboro, S Florida
2,500$ 2,500$
Real Estate, Business & Lifestyle
Banners; Real Estate Newsletter
Email
2,500$
September October
500$ 500$ 500$ 500$ 500$ 500$ 500$
April May June July August
1,670$3,744$ 4,200$ 4,200$ 3,788$ 3,788$ 3,788$ 3,788$ 3,788$ 3,788$
October
1,670$3,788$
November DecemberJan Feb March April May June July August September
1,500$ 1,500$7,800$ 10,390$ 6,505$ 9,685$ 11,161$3,410$ 1,400$ 1,400$ 4,315$ 7,285$
2010
1,875$ 1,875$ 1,875 1,875$ 1,875$
Spring - FP4C Summer - 2 Page Editorial Fall - FP4C
1,500$
2,400$
1,875$
May - FP4C June - FP4C
July - FP4C & 2
Pg Home Feature
August -
FP4C
September -
FP4C
October - FP4C
2,400$
1,400$ 1,400$ 1,400$ 1,500$
1,295$
2010 Contract - I-240 Permanent Board 2011 Contract
1,400$ 1,400$ 1,400$ 1,400$ 1,400$ 1,400$ 1,400$
One Rotary Board
2,200$ 2,200$ 2,200$ 2,200$ 2,200$ 2,200$
515$ 515$ 1,030$ 1,030$ 1,030$ 515$ 1,030$
1,295$ 3,885$
AUG
1,295$
SEP OCTJUL
1,295$
JAN FEB MAR APR MAY JUN NOV DEC

7. Resort Advertising – 2010
Concierge Handout (front)
Kiosk

8. Resort Advertising – 2011
Concierge Handout (front)
Kiosk

9. Local Outdoor Boards – 2010

10. Local Outdoor Boards – 2011

11. Print & Online Banner Ads – 2010
Print Ad
Dynamic Banner Ad shots

12. Print & Online Banner Ads – 2011
Print Ad Static Banner Ads