Marketing Project
2
Grizzly Peak Resort
Advertising Sales and Promotions
MRKG 2349
Dr. Lupinacci
Date
Aspen/Snowmass Ski Resort- Grizzly Peak
Background
Colorado is a mountainous state that is located in the western part of the United States. It is well-known for its ski and snowboard resorts during the winter months. It is a great place to learn to either ski or snowboard if you are young or old. Anyone is able to learn these fun but challenging and adventurous sports. A ski resort is a resort developed for skiing and other winter sports. In Europe a ski resort is a town or village in a ski area - a mountainous area, where there are ski trails and supporting services such as hotels and other accommodation, restaurants, equipment rental and a ski lift system. In North America it is more common for ski areas to exist well away from towns, and the term ski resort is used for a destination resort, often purpose-built and self-contained, where skiing is the main activity.
Ski areas have marked paths for skiing known as runs and trails. They usually are made up of one or more chairlifts for moving skiers rapidly to the top of hills, and to interconnect the various trails. On bunny slopes or beginner hills, sometimes rope tows are used to take people up the slope. Gondolas or aerial trams are used for bigger ski areas to transport the skiers longer distances within the ski area.
Most ski areas have resorts that offer lodging options on the actual slopes. They have what is called ski-in and ski-out access. This allows guests to ski right up to their doorstep. Other activities are often associated with ski resorts such as, tubing, sledding, horse-drawn sleds, dog-sledding, ice-skating, indoor or outdoor swimming, and hot tubbing, game rooms, and local forms of entertainment, such as clubs, cinema, and theatres.
Why a ski resort?
A new ski resort would benefit the Snowmass area because its population is continuing to grow and more people are traveling there to ski and snowboard as the years pass. If you were to ask a ski enthusiast what his or her favorite things about ski season are, what would they say? Most likely, they would say something that encompasses the following things, the snow covered mountains, luxurious resorts, and breathtaking views.
Program Goals
There are both long and short-term goals for the new ski resort. They both focus on the resort becoming a place where visitors from near and far travel for the best experience while they shred the slopes. The short -term goals for the new company should be as follows:
1. Open the establishment by Winter 2013.
2. Accommodate at least 1,500 people within the first two weeks of being open.
The long -term goals should be as follows:
1. To create lasting relationships with everyone that comes to stay or visit Grizzly Peak.
2. To exceed the customer’s expectations for a luxury resort and to provide excellent services when trying to accommodate them.
3. Assemble an experienced and effective staff.
4. Keep the employees of the company happy by:
A. Full-time employees- provide sufficient income for them to make a good living off of, give them benefits, free lift tickets and family/friend passes, and discounts on equipment and merchandise in the stores.
B. Part-time employees- allow them to stay in housing if they are seasonal but for a discounted price, free lift tickets and family/friend passes.
5. Maintaining a 90% occupancy rate during the peak periods.
6. Keep the establishment in good condition with renovations as needed.
The Target Audience
1. Residential/local- all ages preferably from 5 years to senior citizens
2. Visitors from out of the state or country- Snowmass is conveniently located 6.4 miles away from the Aspen International Airport.
Campaign Theme and Messages
The campaign theme is- “Come one, come all, family fun for everyone.” This theme lets the potential customers know that it is a great environment for people of all ages. From young to old, there is something for everyone that stays at Grizzly Peak.
The Strategy
1. First, offer great Customer Service to anyone who comes into contact with the resort
2. Grab the Attention of potential visitors/local residents
3. Market to all seasons, let people know we are open year round
4. Last, make sure every customer leaves happy and wanting to return very soon
Campaign Marketing Research and Evaluation Strategy
The charts below indicate information that the resort hopes to achieve. The first shows the ratio of visitors to the resort. Most visitors will come in the winter months but we hope to have a great amount come during the summer months as well. There are various activities that people can still participate in during the summer months.
The second chart indicates a monthly sales plan from what is projected from the first year of being open.
Radio
A certain percentage of the budget is used for local and neighboring state radio stations. The ads introduce Grizzly Peak as a new resort that is family friendly and easily accessible and affordable for all who may want to visit.
TV
Two different TV ads were created that express the fact that Grizzly Peak is going to be a great resort for all ages. One runs nationally and the other is for the local residents of Colorado. They both aired on cable TV stations.
Media Coverage
Grizzly Peak has also been print marketed. Brochures are in local stores and gas stations. Stay two nights, get the third one free coupons are also on the brochures for a limited time.
Websites/Banner Ads
There are various websites created to help spread the word about Grizzly Peak. One main website, www.grizzlypeak.com is the best source for information on staying at the resort. Social media websites that have been made include facebook and twitter. Both have pictures of the resort and are updated daily with the temperature of the mountain and accumulation of snowfall so potential visitors can keep track with what is going on at the resort. Also, the sites have pictures and live streaming video so people can see exactly what one would see actually being at the resort.
Emails/Mailings
On the different websites, one can request more information or contact employees of the resort. Responding via email is a must. Once a visitor stays at the resort, mailings and emails will be sent to them thanking them for their stay and giving them discounts and deals for them to return and refer others to stay as well.
Phone Services
Phone services will also be provided by the business. Anyone who inquires information may call 1-800-747-7325.
Billboards
Along the interstates of Colorado, there are billboards that have a picture of the mountain that the resort is located on along with the title of the resort and a phone number to call and book lodging.
Conclusion
Grizzly Peak hopes to become the number one resort in the nation. With great customer service and capacity to hold a large number of visitors will aid in reaching that goal. Grizzly Peak will market to both winter and summer visitors of the Snowmass/Aspen, Colorado area. The Grizzly Peak Resort has activities occurring year round. The resort will be five stories and contain 500 bedroom units. All of them will be fully-equipped with kitchen facilities. On each floor, there will be vending and ice machines and laundry facilities for the guests to use. Additionally, guests may take advantage of the workout room, indoor/outdoor pools and hot tubs. Conveniently, the front desk will be open 24 hours for anyone that may need assistance at all hours of the day. Last, a store will be located near the lobby for easy access to all visitors. These accommodations will surly ensure a fun and enjoyable time for everyone who chooses to stay at Grizzly Peak.
Budget Plan
|
Start-up |
|
|
Requirements |
|
|
Start-up Expenses |
|
|
Legal |
$10,000 |
|
Stationery etc. |
$800 |
|
Brochures |
$9,000 |
|
Rental Shop Setup |
$85,000 |
|
Property Downpayment |
$65,000 |
|
Lodge Setup |
$55,000 |
|
Store Setup |
$80,000 |
|
Insurance |
$7,000 |
|
Total Start-up Expenses |
$311,800 |
|
Start-up Assets |
|
|
Cash Required |
$19,600 |
|
Other Current Assets |
$0 |
|
Long-term Assets |
$450,000 |
|
Total Assets |
$575,200 |
|
Total Requirements |
$1,109,400 |
Funding sources:
Owner of the Business--------------------------------------------------------------- $900,000
Other partners-------------------------------------------------------------------------- $ 75,500
TOTAL--------------------------------------------------------------------------------- $975,500
Campaign Expenditures:
Strategic Planning, Creative and Production--------------------------------------- $ 63,000
Paid Media TV------------------------------------------------------------------------- $225,000
Paid Media Radio----------------------------------------------------------------------- $ 105,000
Media Relations/Publicity------------------------------------------------------------- $ 50,000
Evaluation-------------------------------------------------------------------------------- $17,200
TOTAL $460,200
References
1. PROMO. Authors: O’Guinn, Allen, Semenik
2. Aspen/Snowmass resort information. http://www.aspensnowmass.com/default.cfm
3. Resort definition.
http://dictionary.reference.com/browse/resort
4. Business Plan Information.
http://www.bplans.com/
Visitors to Resort Skiers Summer Visitors 8.1999999999999993 6.2