Market Analysis 2022 - 7

UNIQUE ATTRIBUTES AND COMPETITIVE
ADVANTAGES
DEVELOPMENT PLANS FOR COTINO™, A STORYLIVING BY DISNEY™ COMMUNITY, CREATE OPPORTUNITIES FOR BOTH
PREMIUM PRICING AND OUTSIZED MARKET SHARE AND ABSORPTION
The Cotino™ community is anticipated to be the highest quality and most thoughtfully designed and executed community in the Greater Palm Springs Area. Premium
pricing is justified through unique and best-in-class amenity offerings in combination with branding advantages.
► The market in the Greater Palm Springs Area is ready for a new and innovative resort concept:
» Branded communities perform significantly better, in pricing and absorption, than unbranded communities
› Certainty of Execution - As a new concept in the Greater Palm Springs Area, prospective buyers are more likely to be driven by the Disney brand and
act as " first movers " in early stages as opposed to unbranded communities typified by a more traditional " wait and see " attitude regarding a purchase
decision
› Placemaking - Walt Disney Imagineering's ability to design a unique sense of place that is both authentic to the Greater Palm Springs Area and also
incorporates new innovations and creativity
› Service - Highest level of service from one of the most well-respected operators
› Content & Entertainment - Connecting people through unique programming leveraging Disney's history and legacy
» Beach Club (Crystal Lagoon) communities rank highest in preferences among surveyed high-net-worth home buyers when considering a new home
purchase while traditional golf club communities rank fourth.1
› 24-Acre Crystal Lagoon and Beach Club with recreational activities and professionally managed beach park
» Mixed-Use Core communities attract broader buyer segments and absorb more quickly than single-use (low density residential)
› A retail town center and mixed-use core including traditional retail, open-air retail plaza, and a beach club.
» Both the Disney brand and unique product offering would cater to a wider variety of target audiences than the current competition in the Greater Palm
Springs Area
1 https://www.rclco.com/publication/all-i-want-for-christmas-is-a-vacation-home/
DPEP | Cotino™, a Storyliving by Disney™ Community | Rancho Mirage, California
Source: Client; Crystal Lagoons; RCLCO
R1-12149.06 | March 25, 2022 | 7
https://www.rclco.com/publication/all-i-want-for-christmas-is-a-vacation-home/
Market Analysis 2022

Table of Contents for the Digital Edition of Market Analysis 2022
