A complete reinvention of a storied icon. With 100 years of legacy, The Boca Raton has undergone its largest evolution to date. Through strategy, branding, naming, design, digital, content and marketing, we are thrilled to be ushering The Boca Raton into A New Golden Era. Previously named Boca Raton Resort & Club, our first step was to refine the resort naming conventions across property. We brought it back to its original namesake, establishing it as the iconic landmark of South Florida that it is.