Marketing Masters Nicholas Nelson Joy Mikkelson Abigail Weller Tanya Stillwell Stephanie Tebbe...
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Transcript of Marketing Masters Nicholas Nelson Joy Mikkelson Abigail Weller Tanya Stillwell Stephanie Tebbe...
Marketing Masters
Nicholas Nelson
Joy Mikkelson
Abigail Weller
Tanya Stillwell
Stephanie Tebbe
Danielle Wahl
Running Rivers Water Park &
Retreat
•Positioning Statement:• Running River Water Park & Retreat provides children and their families an unforgettable indoor and outdoor swimming adventure. Our water park offers a unique swimming experience by providing a variety of waterslides for all ages, a lazy river, an indoor wave pool, and a spa for the adults.
• Tag Line:• Where water and wild come together
Positioning Statement
• Entertainment:• Multiple waterslides, lazy river, adult and kiddie pools, and a spa.
• Retail:• Retail and shopping plazas and village squares where people can
gather and socialize within a few miles.
• Residential:• Once we create an attractive destination for visitors, there will be
demand for people who want to live there. You can add single-family homes that are wholly-owned by permanent residents or you can add villas and condos that are fractionally-owned and may be placed by the resort.
• Office:• Once we create a place where people can meet, recreate, shop
and find entertainment, wouldn’t it be great to work there?
How retail mix creates desired value offer & shopping experience:
Assortment Plan
• Spa:• Massage beds, whirlpools, & sauna
• Waterpark Indoors:• Kiddie area, 2 kiddie slides, adult area, 5
medium to large slides, lazy river, & hot tubs
• Waterpark Outdoors:• 3 large slides, kiddie area, adult area
• Snack Bar:• Pizza, slushies, hotdogs, pop, chips, & ice cream
West Fargo (2012) • Population: 27,478• Age: 32.6 years (median)• Population between 25-34 years: 18%• Population ages 14 and under: 23%
• Income (2011): $65,103 (median)
• Household makeup: • Family households - 49.3% • With children under 18 years – 29.9%
• Median house/condo value: $154,452• Average rent: $653
Location
Location
Location
Daily Traffic
• Veterans’ Blvd: 11,655
• Interstate 94: 2,690
+ Indoor Lazy River
Store Layout
• Waterpark • Bright lighting• Color palate
• Blues, reds and yellows
• Indoor and Outdoor• Lazy river indoor
• Theme: • Underwater adventure
Store Layout
• Spa• Dimmer lighting• Color palate
• Whites, tans, and other faded palettes
• Relaxing environment• Calm music• Aroma therapeutic and
natural scents
• Modern design
Store Layout
President
Vice President of
Finance
Accounting and
Records
Accounting Team
Vice President of Marketing
Director of Public &
Consumer Relations
Marketing and
Advertising Team
Vice President of
Human Resources
Director of Hiring and Employme
nt
Employee Manageme
nt Team
Director of Operations
Director of Safety
Life Guard and Safety
Team
Director of Park
Maintenance
Pool Maintenanc
e Team
SPA Maintenanc
e Team
Director of Engineerin
g
Engineering Team
Organizational Structure
Pay Levels
President- $250,000
Vice Presidents- $115,000
Managers- $ 75,000
Team Members - $55,000-20,000
Activity Options Days Price
Waterpark Only Monday - Thursday
$18
Waterpark Only Friday - Sunday $20
Spa Only Daily $25
Waterpark & Spa Combo Monday - Thursday
$35
Waterpark & Spa Combo Friday - Sunday $40
Observation Only Daily $10
• High/Low Pricing Strategy
Pricing
• Entrance Restrictions:
• Spa– Must be at least 16 years old
• Observation – Must be the caregiver of a child
• Birthday Party Package: $200
• Includes 15 waterpark passes, reserved poolside
tables, 2 large pizzas, 12 in. cake, 3 pitchers of pop
• Group specials: 12+ individuals fee is only $12
• Seasonal passes: $250 fee & unlimited 3 month access
• Winter Pass: December – February
• Summer Pass: June – August
• Coupons: $5 off general admission
• Rewards Program for loyal customers
• Student Discounts
Price Discounts & Special Offers
• Billboards• Interstate 94 & 29
• Flyers• Hotels, Fargo tourist center,
West Acres• Commercials • Social Media• Facebook
Advertising Communications
• Pulsing Advertising
Schedule
• Use a percentage of future
sales advertising budget
• 8-10% of future sales
• Newspaper coupons
• E-club promotions
• Fargo Chamber coupon
book
Budget Sales Promotions
Advertising Communications
Customer Relationship Management (CRM)
ProgramRewards Program Star Card
1 Star per Visit 10 Stars = One
Free Pass to the Waterpark
• Seasonal Pass• 5 free guest passes and 5 stars towards their
rewards• Also receives 2 stars when the guest uses their pass
• Birthday Party Bookings • Free cake, 2 large pizzas and 3 large pitchers of pop• 15 Additional Stars towards their Star Card
Customer Relationship Management (CRM)
Program
Basic Facilities: Services: Other Features:
On Site Parking Towel Services Café and Spa
Restrooms / Locker Rooms
Lifeguards on Duty Tables and chairs for eating
Lounge Chairs by indoor pools
Special Birthday Party Rooms
Lounge Chairs and umbrellas by outdoor pools
Birthday Party Packages and Party
Favor Options
Both indoor and outdoor sections of
the waterpark
Customer Services
Physical Services offered to guests:
• Pass Purchasing Options • Seasonal Passes• Group Rate/ Birthday Party Rates• Reduced Cost for Observers • Student Discounts
• Accept all major credit cards
Customer Services
Any Questions?