The vermella social club

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Created & Launched January 2026 | Vermella by Russo Development

A branded resident events program that turned community events into one of Vermella’s strongest marketing and leasing tools.

The Opportunity:

Vermella already offered resident events, but they were treated as a standard amenity, not part of the brand. I saw the chance to turn them into something residents would recognize, talk about, and choose Vermella for, and to give leasing teams a real way to set our communities apart.

The Strategy:

  • Branded the program: Came up with the idea for the Vermella Social Club and built its name, logo, and visual identity, giving every event across the portfolio one recognizable look.

  • Built a program residents look forward to: Curated weekly programming across every community, with more than 50 different types of events in its first year.

  • Partnered with local small businesses: Built a network of small businesses across New Jersey, like Cinnaholic, Café Con Fe, Leila’s Plants, and The Food Truck Ladies, to bring unique, local experiences to residents.

  • Added branded swag and giveaways: Created branded items like cabana towels and tumblers, tied to events and raffles, and added them to welcome bags for first move-ins at new communities.

  • Gave back to the community: Organized Community FoodBank of New Jersey packing events across communities.

  • Made it a marketing channel: Promoted the Social Club through monthly branded event calendars, email, and social, and positioned it as a leasing and retention tool for site teams.

A YEAR OF PROGRAMMING

  • Workshops & Classes: Candle making, tote bag painting and printing, charcuterie making, terrarium building, pumpkin painting, guided meditation, and sound bath sessions

  • Food & Drink: Spring-inspired dinners, summer BBQs, grazing tables, an acai bowl bar, a cookie bar, a macaron bar, a DIY cinnamon roll bar, snow cones, ice cream carts, coffee carts, Music & Mocktails, Sky Bar frozen drinks, and a Harvest Happy Hour

  • Games & Entertainment: Trivia nights, game show nights, jukebox bingo, lawn games, outdoor movie nights, a fall concert series, carnival days, DJs by the pool, and photo booths

  • Pop-Ups & Local Makers: Pop-up markets, a plant shop pop-up, flower bouquet carts, a bloom bar, and a dog treat truck

  • Pets: Puppy Plunge pool day, Canines & Costumes, and pet photo contests

  • Seasonal & Holiday: Valentine’s Day, Super Bowl, Earth Day, Memorial Day and Labor Day pool parties, World Cup watch parties, Halloween, and holiday celebrations

  • Giving Back: Community FoodBank of New Jersey packing parties

  • Branded Giveaways: Vermella Social Club pool towel raffle, tumbler giveaway, and seasonal raffles every month

THE IMPACT

  • 600+ resident events hosted across the portfolio in 2026, the program’s first year

  • 50+ unique event types, from workshops and pop-up markets to pet events and community service

  • 50 to 60+ events a month across 19 communities

  • Events drawing 100 to 300 residents

  • A key differentiator leasing teams use to attract and keep residents

See the full results and campaign examples here: www.annoramarino.com/metrics

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