Davidson Development Inc.: Repositioning campaign
Mark LaneOVERVIEW
Davidson Development Inc. was the primary engine behind the project that came to be known as World Golf Village, an upscale development located between Jacksonville and Saint Augustine, Florida, combining residential, commercial, and recreational zones. The Village's centerpieces were the World Golf Hall of Fame and a course designed by legendary PGA (Professional Golfers' Association) champions Arnold Palmer and Jack Nicklaus, called King & Bear in honor of the two players' respective nicknames. Initial attempts at marketing the area to home buyers took golf purists as their target market, but after several...