Virginia Key Beach Park was established in 1945 and was the
premier beach in Miami, Florida for African Americans during
the civil rights era. In 1999, a group of concerned citizens
formed the Virginia Key Beach Park Trust to recognize the
history and legacy of the site.
To develop their new strategic branding. We conducted focus
groups to solicit input from many of Virginia Key Beach Park's
stakeholders. These respondents represented all ages, demographics
and ethnic diversities. From this information base, we were
able to understand how to best communicate Virginia Key Beach
Park's point of differentiation.
The new strategic branding has been received by all stakeholders
with resounding delight.