vancouver community college diploma (2012 linkbc case competition)
DESCRIPTION
This is the presentation from the VCC diploma team at the 6th Annual LinkBC Case Competition. They were challenged with creating packages for a Coast Hotels & Resorts property drawn at random. The packages had to attract new visitors to the region during the off season.TRANSCRIPT
Introducing the teamVCC Hospitality Management Diploma Program
• Areas of expertise:- Restaurant Operations- Sales and Customer Service- Purchasing Development- Front Desk- Concierge- Multilingual speakers
• Students at Vancouver Community College
Revelstoke, B.C.
Strengths
• Quality of its services
• World-class skiing
• Pet friendly
• Convenience off of trans-Canada highway
Weaknesses
• Remote
• Underrated
• No transportation in and around the city or mountains
Revelstoke, B.C.
Opportunities
• Increase occupancy by creating packages in the shoulder seasons
• Located in between the Selkirk and Monashee Mountains
• Located 3 km away from Revelstoke city.
Threats
• Banff and Lake Louise are well-known established areas
• Not for novice skiers (turning away potential guests)
Target markets• Top Priority Markets (High Revenue/High Spend per Visitor):
- Ontario- California- UK- Australia- Germany- Japan- South Korea
• Emerging Markets with Long-term Potential:- China- India- Mexico
• Nearby Markets (High Volume/Strong Repeat Visitation):- British Columbia- Alberta- Washington State
www.jti.gov.bc/tourismstrategy/documentsMJTI_TourismStrategyReport_FNL.pdf
Package #1Family Outdoor Adventure
Components:• 2 nights staying• Adjoined rooms 4 queen beds• Breakfast• Admission to Sky Trek Adventure Park• Lunch Hillcrest Restaurant• 30 minutes of Therapeutic and Relaxation Massage and pool
Target market:• “Young and old kids” • Regional market, B.C., Alberta, Ontario, Washington, California, Mexico, South
Korea, Australia, Germania and U.K.
www.jti.gov.bc/tourismstrategy/documentsMJTI_TourismStrategyReport_FNL.pdf
Package #1Family Outdoor Adventure
Price components:
• Two nights $260• Two breakfast (4 people) $60• Lunch (4 people) $60• 30 massage package (2 people) $70• Adventure combo package (4 people) $120
-------• Total $570• Profit Margin 12%• Retail $639
Package #2Sky Adventure
Components:• 3 nights larger suit with Jacuzzi• Breakfast• 1 day cats skiing• Tickets lift Revelstoke Mountain
Target Market:• Adrenaline adventure seekers• B.C., Alberta, Australia, Germany, Japan, South Korea
Package #2Sky Adventure
• Price components:
• 3 nights (2 people) $390• Breakfast $60• Cat Ski Pass (1 day) $300• Ski pass (2 days) $290
------• Total $1,040• Profit Margin 15%• Retail $1,199
Package #3Winter Adventure
• Components:
- 2 nights standard room- 2 queen size beds- Breakfast- Admission for a soothing mineral water - Revelstoke Hotsprings and Dogsledding adventure
• Target Markets:• B.C., Alberta, Australia, Germany, Japan, South Korea,
Washington
Package #3Winter Adventure
Price components:
• Two nights $262• Dogsledding (2 people) $259• Hotsprings (2 people) $30
--------• Total $551• Profit Margin 14%• Retail $629
Promoting Plan
• Channels:
- Advertising- Public Relations- Social media- Coast Rewards Loyalty Program- Other Marketing Techniques
• Directors • Coast Ambassadors• Government• Owners (shareholders)• Coast Hotels• Suppliers• Community• Partners• Channels of distribution
Key Stakeholders
Working Preliminary Budget
• Our Marketing department internal labour cost, for a person in charge of promoting and monitoring our packages using social media $5,000
• Magazines $5,000
• Witters of travel and ski magazines (Cost of cleaning the room and free passes to activities by our partners) $ 500
• Loyalty Program $2,000
• Total $12,500
How we are going to measure our success?When and to Whom?
• Amount sold both in revenue and number of packages• Other outlets revenue:
- Rooms division- F&B- Gifted Spirit Boutique and Gifts, Selkirk and Tangier shop- Repose Massage Therapy and Day Spa services
• Occupancy and ADR• YTD• Net Profit• Awareness (PR, increase awareness of social media)• Coast Ambassadors
Concluding Statements
• Target markets play a crucial role in packaging.
• Guests need to feel that they get a value with the package.
• Is an efficient way to increase yield management.
Bibliography
• http://www.revelstokemountainresort.com/• http://www.pc.gc.ca/eng/pn-np/bc/glacier/index.aspx• http://www.nakusphotsprings.com/about.html• http://revelstokedogsledadventures.ca/• http://www.skytrekadventurepark.com/adventure-tower• http://www.hillcresthotel.com/index.html• http://www.tripadvisor.com/Attractions-g181775-Activities-c25-Revelstoke_Kootenay_Rockies
_British_Columbia.html#TtD• http://revelstokecc.bc.ca/• http://www.coasthotels.com/hotels/canada/bc/revelstoke/coast_hillcrest/overview• http://www.tourismvancouver.com/stay/hotel-packages/• http://www.tourismvancouver.com/pdf/research/new_hotels.pdf• http://www.jti.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdf• http://www.tourismvi.ca/research/pdf/2008Exit-Survey-Final-Report.pdf• http://biz.yahoo.com/p/342qpmd.html