At the beginning of Pepper Bullock's coaching practice, he traveled to his clients, but over time, many of his clients began to come to Serenbe to sit on the front porch or take extended walks. Getting away seems to make it easier to gain perspective or create opportunities. There appears to be power in this bucolic setting to disconnect from the tyranny of the urgent and connect with one's best thinking.

In 2017, Pepper and his wife Gwen visited a vineyard in South Africa named CREATiON (with a small i). They were intrigued by how the lower case i was intriguing and inviting. Bullock reflects on how self-aware leaders can elevate those around them to develop their teams more fully. The small i could be symbolic of higher emotional intelligence and the leader's focus on creating the best in the rest of the organization. The concept of new beginnings for a leader, their creations without a dominant I, led to CREATiON becoming the name of our client experience. The naming of CREATiON gave power to our dream.

Pepper had a long-standing engagement with Learfield, the premier sports marketing service for colleges and universities. Roger Gardner was Learfield's executive vice-president, guiding communications and culture. Roger and Pepper dreamed of working together and creating a client-centered venue to enhance the journey of transformation.

On October 29, 2017, The Power of Place shifted from a dream to a reality. On that Sunday morning, Cheri and Roger Gardner watched a clip featuring Serenbe on Sunday TODAY, with Willie Geist. They decided to 'put a stake in the ground' for CREATiON. With no plan yet, but a vision of what's possible, the Gardner's purchased the double lot at 10603 Serenbe Lane, which became the first of four sites in the 100-acre campus for Destinations at CREATiON and The Academy at CREATiON.