Outshining the Competition

Jan Mitchell, Contributing Editor
August 1, 2004
Professional Builder

Builders at St. Johns Forest, a Taylor Woodrow community in Jacksonville, Fla., invited prospects on their interest list to preview their new gated community, St. Johns Forest, via a unique invitation. Dubbed a "Muddy Boots" event to highlight the under-construction conditions, the invitations arrived in a box of shoe polish. The box was printed with the declaration: "After a party like this, everything else will look a little dull."

Morrison Homes, David Weekley Homes, Richard R. Dostie - A Toll Brothers Co., and ICI Homes showcased the 435 acres that will be home to 500 families. Attendees received complimentary shoe shines. Twenty-eight guests reserved home sites during the event.