Lengthy Chamber six month report

Scope of Work Hot Springs Village Promotions and Marketing Strategy January through June 2011 This scope of work will provide diversification that will open up new and expanding opportunities for both residents and businesses. This plan has been developed in a way to remain fluid and flexible, with quarterly enhancements or changes dependent on market achievement and gain. Please notice this phase of development is January through December 2011. Dependent on the achievement of these goals by the Chamber of Commerce, AP, POA, and other necessary entities, continuation would be initiated. Most of the AP functions have been started or completed. Many of these objectives need further discussion and planning, but are dependent on approval and cooperation of the entities. Strategic Goal 1: Improve potential visitor access to the Village a. A welcome Center needs to be positioned at the West Gate. Appropriate directional signage, easy access, and visibility are necessary. The West Gate is the portal for access for most travelers using navigational equipment, and is the most commonly used. A center needs to be added to the East Gate in the near future, but is not an immediate need. An appropriate Welcome Center would be use of the DeSoto Club. It will have easy access to the Gate, giving the perfect visual introduction to the amenities and views available at the Village. The front entry portal would be a visitor center, using displays of all amenities including golf, tennis, hiking, lakes, farmers market, marinas, performing arts center, event centers, fitness and health centers. Use of this building would also allow for keeping a group of volunteers available for tours and information. Small conferences and retreats can be held in the building, generating potential income. An office would be available for a rotating schedule of real estate agents. Management of the facility would be supervised by the HSV Chamber of Commerce. A data base of all visitors would be maintained by the Chamber, to be used as future reference and contact. A simple dash card would be assigned to all visitors entering the Gate, with a date and time expiration. Law enforcement would be educated on the dash card, and become aware of the entrance of the visitors. This would create an easy access to outside visitors who want to participate in tours and other events. Listings of available businesses, i.e. restaurants, pro shops, etc. along with coupons or specials inviting the visitor to these businesses would be available. A small gift shop could also be located within, selling only Village products. Participation of the Village Woodworkers Club or other volunteers could be a possible source for signage or repair. The Welcome Center can also be used as a central call area for conference/convention/retreat inquiries. Booking arrangements can be made through this facility. There are currently no budget line items for this Center, with no decision on location and availability made. b. A ‘community open house’ featuring real estate open houses, event centers tours, and golf packages needs to be initiated. All visitors would check in at the Welcome Center, be given necessary information (maps, real estate listings) and a gate pass. This would alleviate the ‘mystery’ of the Village, opening the gates to the outsider and potential buyer. With full cooperation of the local real estate agencies, they will have open houses for existing homes, lot sales, and new home sales. They have agreed to heavily participate, with agents and volunteers. Restricted hours of these visitors would be advertised for the West Gate. Dash card and instructions would be assigned at the West Gate Welcome Center, by either the staff or volunteers of the day. Once at the Welcome Center, volunteers and staff would have maps, listings, restaurant directions available to all visitors, along with Village information. Real estate agents have agreed to create maps and listings for available realty sales. The Farmers Market, events centers, and all facilities would be available for tours and information. All businesses within the Village would be notified and asked for participation. This community open house needs to start Memorial Day weekend, continuing on July 4th and Labor Day weekends. Notification of these events would need full cooperation of Gate personnel, law enforcement, real estate agencies, and other facilities. Strategic Goal 2: Create and maintain strategic contacts I. The Governmental Affairs Committee is essential for maintaining the governmental/political contacts, working with the Governor’s office and local office-holders regarding Economic Development, infrastructure, and outside needs for the Village. Part of this relationship needs to be the access of Highway 7 and Highway 5. Improvements need to be made to Highway 7 including road repair, dilapidated abandoned buildings, and trash removal. Code enforcement laws of the County need to be enforced. Another aspect is the continued partnership of the Governor’s office regarding tourism funding that could be used for economic development of the retirement industry. II. Hot Springs CVB and Chamber—these contacts are greatly improving, and a cooperative effort is being made by both parties. Conference bookings and golf packages are already being exchanged, along with co-op advertising efforts for the region. These efforts will continue to increase. Participation already in planning is the St. Patrick’s Day Parade, Sunbelt Conference, Media Golf Tournament, and visitor orientation. III. Arkansas Society of Association Executives—membership has been purchased, and attendance at the monthly meetings will begin. This association represents the non-profit, churches, and civic organizations of the State. Potential conferences and use of the recreation facilities can be marketed at the meetings and conventions. IV. IMG College—The IMG Corporation handles the marketing of all college bowl games and basketball conferences. Hot Springs is hosting the Sunbelt Conference in March, bringing 60,000 visitors to the area. Contact has been made regarding advertising potential and package offers to spectators, along with short term stay options. We have signed a 3 year contract of $5000 for full sponsorship benefits, along with a golf tournament/retreat in July for the coaches, athletic directors, and platinum sponsors. This will be hosted by the AP. V. Invitations will be extended to editors of golf magazines, military contacts, media, and retirement editors for short term stays, tours, and recreational use of the facilities. These need to be offered as FAM tours, extending full service and hospitality. The writer from Where to Retire magazine arrived in November to write an article. Photographers will be here in April for complete photo layout to accompany the write up. VI. Arkansas State Tourism—new information is being offered to this agency regarding Hot Springs Village. Current website information is imperative. Advertising opportunities with this agency is limited and highly expensive, and must be more specialized and specific for our market. VII. Local media—relationships are being established, but must be increased. The POA and Chamber must supply more press releases regarding events and FAM tours. A media golf tournament is being held in May, which will offer great exposure to the market. Weekly "Village’ page appears in the Sentinel Record, along with great coverage from the Voice. New relationships are being established local radio stations. Also more coverage is necessary with the Democrat Gazette Tri-Lakes edition. VIII. Local civic organizations, non-profits, churches, and municipal organizations will be made aware of the Village. Hosting of conferences and retreats for all these entities needs to be promoted and initiated. Strategic Goal 3: Maintain Assets I. DeSoto Pool—this is a great family friendly asset that needs to be repaired and maintained. a. Although the pool is in dire need of care, keeping the pool open and useable during 2011-2012 needs to be a priority. Construction of a new pool in this location or elsewhere needs to happen while this is currently open to keep the amenity available. II. Family Recreation Area—needs to be open and maintained. b. A volunteer could be placed at the facility on weekends or during rental periods to maintain the building and grounds. This building and play center are a great family draw, and needs to be kept open and available to public use, not rented to a business entity. III. Facility signs need to be updated and maintained. Contact can be made to Lanny Mabus, head of the Village Woodworkers Club. They have constructed many signs within the Village, and would likely be interested in designing and constructing new signs. IV. Event and sale signage—this is an eyesore due to lack of restrictions. An application needs to be developed specifying dates to be displayed, size and shape of sign, and purpose. A possible solution would be a charge for the application and signage, with the POA supplying the sign. These signs need to be uniform in size and shape, with placement locations and dates specified and enforced. Signs without application need to be removed immediately by the POA. Yard sale signs can be ordered in mass quantity for an inexpensive price, and then distributed through the POA office along with the application. A fee of $5 could be applied to reimburse the cost of the signs. A Village sticker could be applied to all signs before distribution. V. No chemical spraying of underbrush. Entergy is the current company doing the chemical spraying under the power lines. They would be open for discussion regarding this issue. VI. Continued regular maintenance and capital improvements to amenities to remain up to date, on both the East and West sides. New signage, better access, and updated care need to be a high priority. Removal of old signage, placement of flags and ‘welcome home’ signs would be an added aesthetic improvement. Strategic Goal 4: Promotions and Marketing-Print Media I. Visitor Guides—new design without the advertising, specific to the Village. Will list all amenities and services, with each facility having their own write-up and pictures. A more comprehensive view of the Village, with better high-quality photography. This book should lend the visitor a complete package of information in one publication. These would be available at the Welcome Center, area hotels, outside visitor centers, and via mail and email. The distribution of the guides needs to be more extensive. Have ordered additional 10,000 of local guide for run over. This new visitor guide needs to be produced the end of 2011, distributed in 2012. II. Reunion and Wedding Planner—design and printing of a new guide made available to all residents and potential investors. Information regarding all event facilities, pavilions, family recreation centers, beaches—along with short term rental housing, caterers, entertainment venues, and other necessary businesses for planning purposes. This publication could also be used for conference and convention planning. Destination weddings can pursue the watercraft rentals, fishing, golfing, and natural resource assets of the Village. This would also include a ‘how-to’ planning guide. Cost for 5000 to start is approximately $7500. III. AY Magazine—contracted for quarterly 2011 ½ page ads plus editorial. IV. Arkansas Golf—contracted 1x, half page V. Arkansas State News Insert—Bi-annual, spring and fall. VI. Diamond Lakes Guide—annual publication, contracted ½ page ad. VII. Hot Springs Relocation Guide—annual publication, contracted ½ page ad. VIII. Hot Springs Guest Guide—annual publication available in all hotels and visitor centers. Contracted ½ page ad. IX. Arkansas State Tour Guide—Bi-annual publication. Contracted ½ page ad, spring and fall. X. Where to Retire Magazine—Bi-monthly publication, contracted annual ad. XI. Living in Arkansas Magazine—Annual publication. Contract up in July. XII. Reunions Magazine Planning Workbook—Annual publication, contract ½ page ad. XIII. South Central PGA Magazine—contracted ½ page ad. XIV. On the Go Magazine—6 month contract, alternating months with Life and Home. ½ page ad. XV. Life and Home Magazine—6 month contract, alternating months with On the Go. ½ page ad. XVI. MOAA—running full page ad in September issue, ‘Retirement Lifestyles’ XVII. Continuation of the Advocate publication, but not for marketing purposes. This communiqué needs to be the line of communication to the property owners, not outside sources. The information should be resident-useful only. XVIII. Executive Golf—annual contract. This is a 5 page spread, including interviews, photos, and information on all 8 golf courses. Strategic Goal 5: Promotions and Marketing-Website I. GolfNow.com—site wide top banner, working with John Paul on booking tee times and ads. II. Executive Golf—listing on their website in relation to magazine spread. III. Requested bids from Military.com IV. Analyzing www.hsvpoa.org for content and photography. Needs to have a residents-only password protected area, where day-to-day business is handled. Outside referrals don’t need to see the budgets, work orders, etc. Strategic Goal 6: Promotions and Marketing-Traffic Billboards I. Texas—on I-35 between Dallas and Austin, near Temple. Going into the Del Webb golf community at Sun City. II. Arkansas—3 boards rotating in various locations around Little Rock/Benton areas. Strategic Goal 7: Promotions and Marketing-Radio and TV I. Radio spots bought on a trial basis with Hot Springs station US97 for 2 week time period for Christmas marketing memberships. Results were low. II. Contact made with Little Rock TV stations regarding weather stats. Getting some results, all for free. III. Local cable TV ad running several times daily. Monthly contract Strategic Goal 8: Promotions and Marketing-Collateral I. Small items need to be added to any Welcome or Informational packet that is hand delivered or mailed as a reminder. Pens, golf tees, mouse pads, eyeglass cases, golf towels, t-shirts, visors, hats. Item would be dependent on point of delivery, i.e. Welcome Center, conventions and trade shows, or mail. All items would have Hot Springs Village logo/insignia. Ordered at this point: pens, mouse pads, squirrels, bottle openers, t-shirts, koozies. These are currently being distributed at the Chicago Home Show, Dallas World Golf Show, informational packets, welcome gifts, and walk in visitors. II. Certain items would be made available to current residents to deliver to family and friends for extended marketing, or for referrals of potential investors. These items are being placed in bags along with informational literature to be distributed to residents. III. Every item leaving the Village will have our name on it. IV. A ‘welcome home’ basket for all new full time residents is being developed. Will contain literature, rules and regulations of the Village, moving resource listing, emergency contacts, and a small ‘welcome home’ gift. I would like to start receiving a list of new water accounts effective March 1. A volunteer group has been established for packing of the gifts and for home delivery. V. A resident referral system is being developed to obtain more information for a database of future residents. This will be a contest for the residents, with small gifts for referrals. Strategic Goal 9: Conference and Convention Activities I. Publication of Reunions and Weddings Guide will be used for conference marketing at the Village. All calls coming into the Chamber or other facilities will have the option of sending the Reunion/Wedding Planner. These calls need to be referred to a central call area for specific information and booking. II. Cooperation and partnership with local civic organizations and non-profit associations to attract regional or state conferences to the Village. Speaking engagements at the civic groups meetings are in the process, stating the need for further contact with regional/national organizations. III. Attendance at various trade shows and conferences, including the Chicago Home Show in February; Wisconsin Teachers Association in October; Dallas World Golf Show in March; and Arkansas Hospitality Show in August. Other options would be available, perhaps on a more localized target. This budgeting has been left optional. IV. Golf and tennis tournaments, card clubs, collectors groups, and churches can be marketed and coordinated for conferences and meetings. Fishing tournaments are a viable option, but easier access is necessary for all. Continuation of relationship building and state contacts, along with full cooperation of pro-shop managers and POA personnel is necessary. Achieving the placement of any tournament in the Village would be greatly beneficial. Strategic Goal 10: Aesthetics A partnership with local businesses needs to be established for care and maintenance of their properties and services. Most look outdated and run down. An enhancement program needs to established, perhaps with matching funds between the owner and the POA for façade improvements, or a revolving loan program could be established for short term improvements. This would need to be handled through the ACC or planning board on a partnership program. The loan fund would start with a total of $20,000 being made available to local businesses for improvement/enhancement. A low interest, short term payback. I. Visitor Center that creates a ‘welcome home’ atmosphere. II. More street lights on main roads are needed. III. Welcome signs on all gates. Flags and swoopers are being ordered that will add appeal and a warmer effect on visitors. 30 Hang flags and 20 swoopers will be positioned at the 2 main gates. IV. Improved signage for event facilities or recreation areas. This also reflects back to the signage ordinance that needs to be enforced, and the cooperation of the woodworkers club. V. West Gate entrance road and parking lots need improvements. This includes better paving, signage, gate personnel personality, and décor. VI. Enhancement and growth of RV Park. Further discussion with the Roadrunners Club needed to establish future need and impact. Strategic Goal 11: Maximize Leads and Referrals I. Incentive program for resident referrals—small promotional items for every referral, or a large contest for most referrals during a specified timeline. This needs to be instituted this spring to get maximized exposure for summer visits. II. Immediate and uniform response to all referrals. An informational packet needs to be sent immediately to all referrals and leads, and then distributed to real estate agencies for further contact. A database is being formed of all referrals for future contact. These packets are being compiled by volunteers at the Chamber. III. Database creation for all referrals and leads, with continuing contact via email or direct mail on a 60-90 day turn-around. The referrals would be from walk-in visitors, magazine and advertising leads, email contacts, and website inquiries. IV. Coupons for recreational services can be sent to referrals, useable upon first on-sight visit. Incentive visitation. These would be sent out with informational packets and currently being done at trade shows. V. Suggestion and referral cards in time share and short term rental housing, along with visitor guides and services listings. We will have these printed and distributed. VI. Referral to a website is not acceptable without an informational packet going out. A more personal and hands-on approach needs to be established for better customer service. We need to promote a friendly feeling to our future investors. VII. Visitor Center and COC needs to work more closely with the real estate agencies, providing more information and incentives for visitors. Info packs, maps, and gifts are being compiled. Strategic Goal 12: Events Coordination I. Media Golf Tournament—scheduled May 7. All media factions—TV, radio, and newspaper will be invited. 4 person team. Winner will receive $1000 to be given to their choice of charitable fund. Best of Builders has donated the $1000. Hole sponsors, closest to the pin, longest drive, and hole in one sponsors are also being added. At Granada, and will include breakfast buffet and lunch served on the course at 3 different food stations. Competitive on-air promotion and a live TV remote are planned. Local realtors and Chamber volunteers will be working the event, handing out food, drinks, gifts, and entertainment. II. Community open house—monthly open gate day for visitors and real estate purchasers. Will coordinate with real estate agencies for listings of open houses, maps, and resources. Recreational and event centers open for tours. Complete informational packets, maps, and small gifts will be handed out at the Main Gate. Needs to start end of March, with local promotion. III. 5K Run—in cooperation with recreation department or local runners club. IV. 4th of July—expansion of events in cooperation with COC. BBQ contest, live band at pavilion, golf cart parade. Open gate for community with shuttles running throughout the day and night from Cranford’s parking lot or visitor center. This event is under discussion with Rec Committee, Chamber, and Rotary. V. Strut your Mutt dog walk, ending with a Hair Ball dance. Open to community. Funds would assist humane society. In partnership possibility with Granada. VI. Professional fishing tournament, with open day for residents or kids. Working with Hot Springs CVB to provide invitation to FLW pro fishermen to come to Village for lunch. Pro fisherman Casey Ashley could be on hand for autographs. VII. St. Patrick’s Day Parade, Hot Springs—HSV golf cart Blarney Brigade. This event is in the works, with 27 golf carts participating. VIII. Fall Faire—street vendors, pumpkin contests, scarecrow decorating with drive thru judging. Part of the Farmers Market. IX. IMG Golf—Scheduling for July. Invitation of approximately 50 coaches, athletic directors, and platinum sponsors from the Sunbelt Conference will visit HSV for one day. Will include golf tournament, meetings, tours, and lunch. This is a 3 year contract, with option of hosting NCAA golf tournament in 2013. Strategic Goal 123: Media Objectives Generate reach and build frequency among the various target audiences: Adults 45-60 Group Travel—tour leaders, planners, travel agents, real estate agents Meetings and Conventions—Association executives and planners; Corporate meeting planners; reunion and wedding planners Enhance the fishing industry and amenities More event coordination for tournaments, conferences, reunions Tracking system will need to be developed within the next 12 months for visitors, conventions, lot inventory, and membership sales. However, this is contingent on a Welcome Center and staging area for contact, along with event/accommodation coordination.