Evanne Allen  |  evanne.allen@gmail.com  |  704-770-1030

Brand Launch

How it Started

I was living abroad running a travel blog when I was presented with the opportunity to move to Virginia to help open a bed and breakfast in the small town of Culpeper. 

Building the Dream

The business owners purchased a 6 bedroom home situated on 10 acres flanked by a cow pasture. The property boasts a heated pool, a stocked pond, a home movie theater and a massive barn to host weddings and events, everything guests could want for a luxurious stay.

 

After a whirlwind 3-month-long renovation, the B&B opened in May 2015.

Culpeper is a small, rural town in Central Virginia.

Visitors to Culpeper come for hiking, antiques, historic sites and small town charm. 

But they're also looking for craft breweries, local wineries, fine dining and romantic outings.

It’s also a popular wedding destination, but often loses potential events and visitors to nearby Orange and Greene counties which feature similar attractions but better accommodations. 

The Destination
The Insight

Culpeper visitors are looking for nature during the day and luxury at night. Walden Hall is specifically designed to meet that need.

Branding

This insight not only informed the overall guest experience, but the branding of Walden Hall. 

Name and Logo

The green and gold represent the combination of nature and luxury. "Walden" evokes a natural oasis while "Hall" implies grandeur and speaks to the fact that Walden Hall is a gathering place for events and celebrations. 

Voice and Messaging

Consistent descriptions help maintain the brand's image. The following description appears across all digital and print materials.

"Inspired by Thoreau’s Walden, Walden Hall is a luxury Bed and Breakfast and event space nestled in the foothills of the Blue Ridge Mountains. This beautiful home sits on 10 acres of rolling farmland in the tranquil countryside of Reva, Virginia; the perfect setting for a romantic getaway, family gathering or memorable wedding."

Digital Experience

The guest experience begins before they book, and the website is designed to showcase all aspects of a stay. 

Walden Hall's websites and social profiles showcase both luxury and proximity to nature. Photos are always professional quality and copy is consistently aspirational, but approachable. 

Partnerships and Offerings

Strategic partnerships helped raise brand awareness and re-enforce the luxury status of the brand. We worked with high end wedding planners and vendors, established local wineries and breweries, and the best restaurants in the area.

 

Handmade breakfast was supplemented with farm-fresh ingredients and local baked goods (and eggs from the property’s very own chickens).

Weddings & Events

The competition is tough, but Walden Hall carved out a unique niche by offering full weekend packages including wedding party accommodation. The ability to host receptions, ceremonies, rehearsals and welcome parties all on one property allowed our event packages to offer the ultimate luxury: worry-free wedding weekends. 

Results

Walden Hall has received a number of accolades and awards. Here are a few from its first year in operation.

Named a Best B&B and Wedding Venue in Central Virginia by Virginia Living Magazine

Ranked #1 Bed & Breakfast in Culpeper

Published in a variety of media including Virginia Bride and Washingtonian.com