REAL ESTATE : Irvine Co., Arvida to Share Marketing Tips at BIA Dinner

Two of Orange County’s major land developers--the Irvine Co. and Arvida Corp.--will share some marketing secrets Monday at a dinner meeting of the Orange County Building Industry Assn.

Despite the ongoing building-industry slump, the Irvine Co. is developing a major new resort and residential complex on the coast between Newport Beach and Laguna Beach. Arvida has started work on its newest master-planned community, Talega Valley, in the hills above San Clemente.

One thing that the two companies have in common is access to strong financial backing from their banks and their own corporate coffers. The Irvine Co., of course, is Orange County’s largest landowner and developer. Arvida, which is headquartered in Florida and develops large resort communities there, is developing the posh Coto de Caza community in South Orange County, as well as the 3,500-acre Talega Valley.

The 7 p.m. meeting at the Irvine Marriott will feature marketing specialists for both firms discussing the design, consumer research and planning that they hope will make their pricey projects successful in a sluggish economy.