Reimagining How Builders Meet Buyers

An abandoned El Toro Marine Base warehouse transformed into a first-of-its-kind brand activation for Pavilion Park’s debut.

The challenge was bold: introduce a new master-planned community and its builder collection in a way the homebuilding industry had never seen. Instead of brochures and renderings, Pavilion Park wanted an immersive, farmer’s market-style event where prospective buyers could genuinely connect with builders — face-to-face, through experiences that felt personal and engaging.

The venue? An abandoned warehouse at the historic El Toro Marine Base. With no water, no utilities, and no built-in infrastructure, we had to build the farmer’s market set from the ground up — complete with market stands. Add to that the coordination of 13 new home collections across seven builders, and the expectation to host more than 2,500 guests in one day, the stakes couldn’t have been higher.

We reimagined the “builder meet-and-greet” into a full-scale brand activation. Partnering with Chapman University’s theatre school, we built a farmer’s market set that brought warmth and charm to the raw warehouse space. To create comfort, we enlisted Big Ass Fans to transform airflow in the cavernous venue. We engaged the growing mom-blogging and local influencer community to spread the word, well before influencer marketing was common practice. And to tie in Pavilion Park’s iconic bike symbol, we designed whimsical bike-shaped cookie treats that delighted guests and created share-worthy moments.

The turnout exceeded expectations, with more than 2,500 attendees filling the space and connecting with builders in meaningful and memorable ways. Builders embraced the concept, seeing their sales pipelines energized by authentic conversations and relationships that began at the event. The “Meet the Builder” activation not only set the tone for Pavilion Park, but also established Great Park Neighborhoods as a community willing to innovate and stand apart in the market.