Process & Case Studies

Case Study: Creating the "Sunday Stay Over" Promotion – A Legacy in Lodging

The Challenge

In the lodging and hospitality industry, driving incremental revenue while enhancing the guest experience is always a priority. For mountain destinations, Sunday traffic poses a unique challenge, particularly for weekend visitors from Denver and Colorado Springs, who often face stressful, congested trip back home. The goal was to encourage guests to extend their stay while increasing on-property spending and ensuring a more enjoyable end to their getaway.

The Solution

I developed the "Sunday Stay Over" promotion, a strategy designed to address guest pain points while boosting revenue across multiple departments. This program encouraged weekend visitors to stay an extra night and enjoy the property’s amenities, bypassing the Sunday skier traffic rush. Key components of the campaign included:

  1. Guest-Centric Approach:

    • Positioned the extra-night stay as a stress-free alternative to the frustrations of Sunday traffic, promoting the benefit of a leisurely Monday morning commute.

    • Highlighted perks like extended access to amenities and special offers for Sunday evening activities.

  2. Cross-Department Collaboration:

    • Partnered with food and beverage and equipment rental teams to offer discounted Sunday dining experiences and an extra day for their rental.

    • Worked with operations to ensure the promotion was seamlessly integrated into the guest booking journey.

  3. Strategic Pricing:

    • Designed value-driven Sunday night rates to make the offer enticing while maintaining profitability.

  4. Targeted Marketing Campaigns:

    • Focused messaging on guests from Denver and Colorado Springs, addressing their familiarity with Sunday traffic issues.

    • Promoted the offer through direct email campaigns, digital ads, and at check-in to encourage extended bookings.

The Results

The "Sunday Stay Over" promotion became an immediate success, creating a win-win scenario for both guests and the property:

  • Increased Revenue: Boosted Sunday night occupancy and food and beverage sales.

  • Enhanced Guest Experience: Guests expressed appreciation for the opportunity to extend their stay and avoid the Sunday traffic rush.

  • Sustained Impact: The promotion became a long-term strategy, widely adopted by other properties in the lodging community and still in use more than 20 years later.

Case Study: Unifying Five Properties Under One Cohesive Brand

The Challenge

Five unique properties, each with its own distinct personality and customer base, needed to be brought together under a single brand umbrella while preserving the individuality of each location. The goal was to create a cohesive brand identity that would enhance recognition, build trust, and clarify the value proposition for guests.

The Solution

To achieve this, I developed a brand strategy that balanced unity with individuality. The approach included:

  1. Brand Audit & Research:

    • Conducted a comprehensive audit of each property’s existing branding, target audience, and market positioning.

    • Identified shared values and characteristics across the properties to serve as the foundation for the umbrella brand.

    • Collaborated with stakeholders to understand each property's unique identity and customer journey.

  2. Developing the Umbrella Brand:

    • Created a cohesive visual identity for the overarching brand, including a unified logo, color palette, and typography.

    • Designed brand guidelines to ensure consistency across all marketing materials while leaving room for property-specific customization.

  3. Individual Property Branding:

    • Developed sub-brands for each property that reflected their unique personality while aligning with the umbrella brand.

    • Designed custom logos, tailored color schemes, and specific visual elements for each property such as unique color bands to distinguish them within the unified framework.

  4. Integrated Marketing Campaigns:

    • Launched a campaign to introduce the umbrella brand and highlight the distinct features of each property.

    • Created print and digital materials, including brochures, social media graphics, and website updates, to communicate the new brand structure effectively.

  5. Training & Implementation:

    • Provided training sessions for property teams to ensure consistent application of the brand guidelines.

    • Monitored the rollout to address challenges and make adjustments as needed.

The Results

  • Increased Brand Recognition: The cohesive branding significantly improved guest awareness and trust in the brand, with positive feedback from customers across all properties.

  • Enhanced Marketing Efficiency: Shared branding resources reduced costs and streamlined marketing efforts while maintaining property-specific messaging.

  • Stronger Individual Identities: Each property retained its unique appeal, leading to increased bookings and guest satisfaction.