We do not prohibit the activity of organized clubs or their members. But while some clubs such as this particular walking club are good for the community and consistent with our brand, some are not and intend to use the name for personal gain, or for purposes that would be divisive or damaging to our community.
We do not want to be in the position of determining which clubs are positive for Nocatee and which clubs are not. Our only requirement is that clubs refrain from using our trademarked name or claiming that an endorsement or affiliation exists. In March of last year, our attorneys sent the leaders of this particular walking club the same letter that is sent to all clubs, businesses and non-profits that are not licensed to use our trademarked names.
Our request in no way affects the ability of the group to organize or walk, but only to remove the NOC affiliation from the name. We were told at that time that the name would be changed, but we have since been notified us that there is no intent to honor our registered trademark. We have made a significant investment in roads, trails and paths in Nocatee and are pleased to see residents walking as a group and enjoying the Nocatee lifestyle.
Our greatest concern continues to be the protection of the community and our brand overall, which sometimes affects well-intentioned clubs or individuals. If the sole objective of this club is to walk as a group, it is welcome in the community, but while honoring the protections we receive under trademark law.
The walking group made the announcement about the name change on social media a few days ago. The co-founders said they had talks with lawyers, and now they want the focus to go back to fitness and building friendships in Nocatee.
