Alegria Costa Rica–
The Art of Inspired Living
Located in the Guanacaste region of Costa Rica’s emerald coast, Alegria is a private, luxury resort community complete with full resort services and facilities, a spa and health club, restaurants, art galleries, and boutique retail.
the challenge —In 2004, Tandem was invited to San Juan, Costa Rica, with the owners of what soon would become Alegria Costa Rica. With this visit, we found ourselves embarking on an exploration of the culture of Costa Rica.
As we immersed ourselves in the country's history, culture, and natural beauty, with influences from indigenous traditions, European styles, and modern artistic movements, the potential was apparent. was apparent. The phrase "Pura Vida" originates from Costa Rica, where it's both a saying and a way of life. It is the Costa Ricans who truly embraced and incorporated it into their culture. It signifies a positive outlook on life, appreciating the simple things, and living stress-free.
Tandem was retained to participate in the master planning, brand programming, and real estate visioning to create momentum and drive development of the 6,000+ residential units throughout the Flamingo Guanacaste community.
Together, the team crafted a bold plan to attract the world’s top luxury and resort brands to the master plan. To represent the range and depth of the luxury offering for Alegria, Tandem crafted an international marketing and sales program built around Pura Vida, which evolved from a simple saying into a core part of Costa Rican culture, representing a philosophy of gratitude, simplicity, and a laid-back lifestyle
Working with their local and international sales partners, Tandem curated a series of highly targeted private events, exhibitions, and individual experiences targeted to high-net-worth individuals located in North America and the EU.
Working closely with local brokers, key influencers, and international sales partners, Alegria launched during the rainy season, setting records in Costa Rica for both price per square foot and sales velocity, with 50% sold in the first month.
