inn @ vt business plan 2010

The Inn at Virginia Tech and Skelton Conference Center

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Business Plan 2010


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FACT SHEET Name of Hotel: The Inn at Virginia Tech and Skelton Conference Center Type: Managed Address: 901 Prices Fork Road (MC: 0104)

Blacksburg, VA 24061

Telephone: (540) 231-8000 Facsimile: (540) 231-0117 E-mail: [email protected] Web Address: www.innatvirginiatech.com General Manager Name: Gary D. Walton, CHA

GM Telephone: (540) 853-8201

GM Facsimile: (540) 853-8290

GM E-mail: [email protected]

[email protected]

[email protected] Hotel Manager, On Site Name: Gary W. Crizer

HM Telephone: (540) 231-0101

HM Facsimile: (540) 231-0117

HM E-mail: [email protected]

[email protected] Ownership Information: Name of Owning Entity: The Inn at Virginia Tech and Skelton Conference Center

Virginia Tech Principal Correspondent: The Inn at Virginia Tech and Skelton Conference Center -

John Dooley Name of Owner’s Representative/Asset Manager: John Dooley – Virginia Tech Asset Manager Address: 330 Burruss Hall (MC: 0132)

Blacksburg, VA 24061 Asset Manager Telephone: (540) 231-9868 Asset Manager Facsimile: (540) 231-7211 Asset Manager E-mail: [email protected]


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Commitments/Sign-Offs

Insert the name of the person who is responsible for the job outlined and have him/her

sign off on the Business Plan.

Print Name Signature Date

Dir. of Sales/Marketing Teresa Hughes

General Manager Gary D. Walton

Hotel Manager Gary W. Crizer

Owner/Representative John Dooley


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Executive Summary

Summary of Value Drivers’ Strategies/Tactics The 2010 outlook will be much the same as we have experienced in 2009. The effects of

the economy slow down has been felt with significant impact. The enrollment of programs

coming from the University market which is our largest source of group business has also

been greatly affected. In 2009 we will come in approximately 2900 total group rooms

short of our targeted budget. The reason for the shortfall is the cancellations and attrition

in the University market. Since our business is dictated by the economy of Virginia we will

continue to feel the effects of the cut backs during 2010. During 2009 the transient

business has been all over the board. It will be a challenging year for Southwest Virginia.

The University is our driving force representing 80 – 85% of our total business. It is not

certain how the cut backs will continue to impact the conference business that is booked

by state agencies through Continuing and Professional Education. Even though the

University will feel the budget crunch it still remains to be the driver for groups to come to

this part of the state to conduct business. We have had success in positioning The Inn at

Virginia Tech and Skelton Conference Center within this segment. Our positioning within

the corporate, professional trade associations and the corporate negotiated markets has

resulted in our property being the premier place to meet when in southwest Virginia. We

will be aligning with the external reservation partners, Merchant Program to ensure that we

maximize all opportunities for capturing our fair share of the business coming to our area.

The Inn at Virginia Tech and Skelton Conference Center will continue to integrate the

CARE culture and ensure the staff is fully committed to the concept of improving the

quality of their work environment, and providing excellent guest service.


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Situation Analysis The New River Valley growth projections indicate slight population increases in the region

through 2010. (Montgomery County Chamber of Commerce) The state per-diem has increased from $80.00 to $98.00 effective October 1, 2009. The

Holiday Inn completed the first phase of their renovation of 47 rooms, which is now titled

The Collegiate Inn of Blacksburg. The remaining 93 rooms are still flagged as Holiday

Inn. The Collegiate Inn’s original completion date was March, 2008 but they have had

many obstacles that prevented that from happening. The second phase is now on hold.

The Hilton Garden Inn entered the market place in August of 2009 with 137 guest rooms.

This will impact the transient market for us as a full service hotel and for the other limited

service properties in the area. This property has been added to our competitive set which

will be reflected in the Star Report for 2010. This hotel will present a unique challenge to

The Inn at Virginia Tech and Skelton Conference Center because it is branded and its

proximity to the property. With the Hilton Garden Inn offering Hilton Honor points it

will compete with us in the transient and local negotiated markets.

Local catering has been challenging during 2009. We are actively soliciting the local social

catering as well as the local corporate catering with a dedicated sales person.

Development continues at the new complex First & Main Blacksburg. This is a 40 acre

town center development. In addition to retail space there are quality restaurants. This

development is located along South Main Street and is conveniently accessible to US 460,

Route 11 and Interstate 81, all within minutes of The Inn at Virginia Tech and Skelton

Conference Center.

Preston’s restaurant is a premiere eating establishment in the New River Valley located at

The Inn at Virginia Tech and Skelton Conference Center. During 2010 a campaign

continues in the positioning of the restaurant as “more than just a meal”. It’s an

experience.


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Impact on 2009

The Inn at Virginia Tech and Skelton Conference Center has the highest quality product

and service in the marketplace from a full service perspective. The current economic

condition is being impacted by the U.S. economy as well as the Virginia state economy.

The good news is the state travel per diem was increased from $80.00 to $98.00 for

Blacksburg; however, the M&IE per diem will decrease to $46.00 per day. The university

continues to be very supportive of The Inn at Virginia Tech and Skelton Conference

Center in generating room nights, packages, and day meeting packages, as well as

supporting the outlets; especially during lunch. Even though the budget cuts are

occurring, the University will continue to be a key in attracting group business to this part

of the state. The academic and research reputation of the University should play a positive

part in securing the group business that is available. Food and Beverage will continue to be

a focus through the initiative we have in place for Preston’s, as well as soliciting and

growing more catering business not only within the University market but also in the

corporate and social markets locally.


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Hotel Positioning Statement The Inn at Virginia Tech and Skelton Conference Center is located on the campus of

Virginia Tech, which is the largest land grant university in the State of Virginia. The hotel

and conference center was opened July 10, 2005 to support the outreach and educational

goals of the university. Virginia Tech Continuing Education is one of the most important

sources of business for The Inn at Virginia Tech and Skelton Conference Center.

The hotel’s convenient location combined with the 23,705 square feet of meeting and

banquet space position The Inn at Virginia Tech and Skelton Conference Center as the

meeting facility of choice. The Inn at Virginia Tech and Skelton Conference Center is an

IACC accredited meeting facility which allows us to function as a competitor positioning

ourselves to all markets in our geographic area.

The Inn at Virginia Tech and Skelton Conference Center is owned by Virginia Tech and

managed by Hilton Hotels Corporation, affording the facility with unique marketing,

administrative and technological synergies, and business opportunities.

Our strategy is to continue to be the market leader and to be the facility of choice for

conferencing, catering, and transient business. We will maintain this through our

aggressive direct sales effort, effective yield management and unwavering commitment to

service.


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Hotel Assessment

Customer Assessment

Product How will you capitalize/minimize

Strengths:

•••• Located on campus

•••• Alumni support

•••• Continuing Education support

•••• Full service hotel

•••• IACC accredited conference center

•••• CMP,MMP, and DMP Packaging

•••• State of the Art meeting facility with

over 23,000 square feet of conference

space

•••• The largest ballroom in the market

•••• Accessibility to US 460 and I-81

•••• Point of difference in sales efforts

•••• Improve training

•••• Increased communication to drive

attendance for events

•••• The environment it creates

•••• One stop shop

Weaknesses:

•••• No brand identity

•••• No frequent traveler program

•••• Reservations system

•••• No swimming pool

•••• Capitalize on use of Synxis

Reservation System through

participation with the merchant

program through GDS which

enhances our travel agent visibility

exposure to internet booking

channels

External Opportunities:

•••• Increased level of expertise gained

from partnership with HRCC

•••• Increased presence in the community

•••• Joint sales opportunities

•••• Maintain and continue to grow

relationships with fellow hotels,

Chamber of Commerce and local

corporations

Threats:

•••• Potential resistance from community

(package concept)

•••• Reputation as campus only facility

•••• Continue to educate our audience

on the Conference Center concept

•••• Maintain positive working

relationship with local hotels.

•••• Continue to educate the public and

campus audience we are open to the

public as well as the University


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Service Delivery & Attitude

Internal Strengths:

•••• Committed and loyal staff

•••• Strong guest feedback

•••• Increased training and CARE

•••• Properly measure and share results of

guest surveys

Weaknesses:

•••• Student labor force

Implementing Hilton culture without

the branding

•••• Continue to integrate student staff in

hotel operation as a benefit to guest

service

•••• Continue to train all employees on

Hilton culture

External Opportunities:

•••• The relationship with HTM

•••• The ability to revamp the HTM

program for optimal use at IVTSCC

Threats:

•••• Pay level with state workers is not in

line with hospitality industry

•••• Expeditious recruiting

•••• Promote state benefit package

•••• Increased planning and training in

state procedures Team Member Assessment Recruitment:

•••• Maximize the benefits of being a state employee while being managed by Hilton.

I.E. Company transfer opportunities, discounted room rates, training

opportunities. Training:

•••• Maintain all Hilton required training criteria.

•••• Cross train in all areas for better overall understanding of the industry. Recognition:

•••• Maintain all aspects of CARE program.

•••• Maintain ABCD program.

•••• Maintain Employee of the Month program.

•••• Maintain Manager of the Quarter program. Retention:

•••• Create a positive work environment through the CARE philosophy.

•••• Continue to evaluate the wage structure of all current positions.

•••• Focus on State benefits and Hilton benefits combined. Diversity Initiatives Including Internships:

•••• HTM Program does include participation by key hotel management in presenting

to the students.

•••• Take advantage of diversity related trainings or other activities the University

offers.

•••• Continue to develop community partnerships in the New River Valley..


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Revenue Management


2008

Rm

Nights

2008

ADR

2008

RevPAR

2009

Rm

Nights

2009

ADR

2009

RevPAR

2010

Rm

Nights

2010

ADR

2010

RevPar

Rack 11,351 $145.80 $85.00 8,667 $144.00 $75.98 8,156 $138.00 $73.67

Corporate

Negotiated

Local Negotiated 5,939 $86.85 5,422 $91.19 5,065 $89.59

Government 759 $80.76 977 $84.74 780 $82.06

Travel Industry

Discount

Corporate

Marketing

Programs

13 82.08 80 87.68 30 92.00

Other Discounts 3,210 $119.01 4,253 $119.81 3,803 $115.40

Group Tour

Individual

Tour/Wholesale

Company

Meetings &

Incentives

1,258 $116.74 1,449 $106.00 1,197 $114.82

Convention/

Association

12,455 $116.19 9267 $127.83 10,538 $119.92

SMERF 3,558 $113.19 3,272 $115.94 2,702 $116.33


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Pricing Rack Rate Season 1 Var to

LY

Season 2 Var to

LY

Season 3 Var to

LY

Season 4 Var to

LY

LV0 $229.00 $239.00 $10.00

LV1 $189.00 $189.00 $0.00

LV2 $169.00 $189.00 $0.00

LV3 $149.00 $169.00 $0.00

LV4 $139.00 $159.00 $0.00

LV5 $129.00 $149.00 $0.00

LV6 $119.00 $129.00 $0.00

LV7 $109.00 $119.00 $0.00

LV8 $99.00 $99.00 $0.00

No specific ‘seasons’

Fall - Football LV0

Spring - Graduation LV0

Fall – Family Day Weekend LV2

Fall - Graduation LV2

Mid December – Mid February LV7 and LV8


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Sales/Marketing/Catering/Meetings & Conventions

(Recruitment, Training, Recognition, Retention) RECRUITMENT:

SITUATION:

In Blacksburg, the quality of the local labor pool does not provide a Conference Center

savvy recruitment opportunity. There are 12 IACC approved Conference Centers in the

State of Virginia. There are two managed by Benchmark Hospitality (Founders Inn and

Lansdowne Resort), one managed by Marriott (Westfield’s Marriott), one managed by

Doubletree (The Hotel Roanoke & Conference Center), and several managed by

ARAMARK. The only opportunity for quality sales people lies in relocating them to the

Blacksburg area. Lack of attractions for singles and lack of like employment for spouses

make Blacksburg a less than desirable employment location. Virginia Tech, having the

prominent HTM program, does provide a potential resource for recruitment of entry level

positions.

TARGET:

To strive for 0% turnover in sales staff and fill any vacancy that does occur within 45 days

of identification.

PROPOSAL:

At property level, we will continue to partner, cross train and develop conference

consultants to be promotable into a sales manager position.

Position and promote The Inn at Virginia Tech and Skelton Conference Center as a great

place to learn, work and grow.

Have and maintain an “A” list of possible sales candidates from competitive conference

centers and local hotels in the market place.

Maintain open relationships with other Director of Sales for open communications to

share viable candidates that have been interviewed in the past.


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ACTION PLAN:

Action Step Begin Date End Date Person Responsible Progress/Status

Develop and update an “A”

list of possible candidates of

Sales Managers from

competitive Conf. Ctr. In the

market place

Jan. 10 Dec. 10 Teresa Hughes On going

Network with all Dept. Heads

to find internal teammates

for mentoring program


Work with local community

and Virginia Tech to create

intern or apprentice sales

programs


Continue strong relationship

with local Chamber, Hotels,

HSMAI, & MPI chapter for

external network

Jan. 10 Dec. 10 Teresa Hughes/Sales

Staff

On going

Maintain open relationship

with other Director of Sales

for open communication to

share viable candidates



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Training

SITUATION:

Hilton Corporation has customized training courses and Hilton Sales College. Although

we are not a branded product, we will take advantage of all appropriate training programs.

TARGET:

Participate in all Hilton sales training directed by Hilton in 2010 to enhance the

understanding of selling skills.

PROPOSAL:

Complete Hilton sales training and all required on line sales courses.

ACTION PLAN

Action Step Begin

Date

End

Date

Person

Responsible

Progress/Status

Complete all online Sales

Training from Hilton

Jan. 10 Dec. 10 Sales Team On-going

Weekly Meetings with sales team

to really drive the actions needed

to take the business to the next

step

Jan. 10 Dec. 10 Teresa

Hughes

On-going

Participate in Sales calls with

Sales Managers

Jan. 10 Dec. 10 Teresa

Hughes

On-going

Have sales staff participate in

educational programs sponsored

by industry groups and the

University

Jan. 10 Dec. 10 Sales Team On-going


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`Conventions/Associations

Situation

Key Performance Indicator Association Meetings Revenue

Current Measure

Situation Description This market will contribute 8% of our mix

of group sales in 2010. IVTSCC historically

books small association meetings, i.e. Board

Meetings, Training Meetings, etc.

Root Cause IVTSCC isn’t large enough to handle the

annual meetings and the location isn’t

centrally located. Target

Target Description Actualize revenues of $134,306 and 1,300

room nights in 2010; representing 4.5%

revenue growth and room night growth over

budget

Due Date 12/31/10

Expected Revenue Increase $5,726

Expected Cost Savings Proposal

Proposal Description Leverage existing relationships with

association customers for repeat business. Plan

Action Step

Dates (Start,

Complete)

People

Status

Target top 3 association customers of the

Holiday Inn and steal share

1/10 Becky

Walker

On Going

Attend monthly VSAE meetings 1/10 Becky

Walker

On Going

Attend VSAE Fall Market Tradeshow 10/10 Becky

Walker

Not Started

Result

Actual

Actual Cost

Summary


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Virginia Tech/University

Situation

Key Performance Indicator Virginia Tech conference revenues

Current Measure

Situation Description The University Market is budgeted to

produce $1,263,760.00 in revenue in 2010.

Based on the volume of business this

segment produces, the Continuing and

Professional Education portion receives a

special negotiated rate of $119.00 for 2010.

The segment produces a fair amount of state

business with a per diem of $98.00. In

addition to the Continuing and Professional

Education business, the remainder of the

university business books at BAR i.e.

football weekends at $229.00 which

positively impacts the projected $135.26

ADR.

Root Cause The down turned economy coupled with

the continued budget cuts, initiated by

Governor Kaine for the state of Virginia, is

negatively affecting the business level of the

University Market. This trend is projected

to continue through 2010. Target

Target Description To achieve 9,343 room nights with a

revenue of $1,263,760.00.

Due Date 12/31/10

Expected Revenue Increase $214,670


Proposal Description The Sales manager will continue to work

with all Virginia Tech University Faculty

and Staff including Continuing and

Professional Education, to ensure maximum

production from each college. In light of

the current economic situation, each piece

of business will be individually reviewed and

in need times, flexibility will be exercised in

order to maximize our opportunities and

profit.


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Plan

Action Step

Dates (Start,

Complete)

People

Status Research past business that is not

currently booked and solicit all colleges,

departments and centers for new

opportunities

Jan-Dec 2010 Laurie Bond Ongoing

Create a direct mail piece to promote

“green” meetings Jan 2010 Laurie Bond

Conduct a concentrated sales effort on

campus. Jan 2010 Laurie Bond,

Teresa

Hughes, Gary

Crizer

Not Started

Request to be on the agenda of each

college’s monthly staff meetings.

Jan 2010 Laurie Bond Ongoing

Plan a HOST Program Dec 2010 Laurie Bond Not Started

Result

Actual

Actual Cost

Summary


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SMERF

Situation

Key Performance Indicator SMERF Revenues

Current Measure

Situation Description This segment is anticipated to produce

$329,450 in revenue at an average daily rate

of $121.93. The revenue is a $49,897

decrease from 2009’s projections.

Root Cause This market is extremely rate-sensitive. The

Social, Religious, and Fraternal segments

are typically paying with personal funds,

and often search for the lowest rate and

certain amenities that IVTSCC does not

offer (indoor pool, continental breakfast,

etc.). The Military and Educational markets

have experienced budget cuts from the state

and federal governments, allowing them

only to pay per diem and decreasing travel.

Target

Target Description To achieve the 2010 revenue budget of

$329,450.

Due Date 12/31/10

Expected Revenue Increase 5.2% growth in ADR from 2009’s

projection.

Expected Cost Savings

Proposal

Proposal Description To increase bookings within the

Educational, Religious, and Fraternal

segments in this market, and grow the

relationships with the Governmental

avenues that have produced package

programs in the past. We will continue

participating in targeted tradeshows,

Chambers of Commerce, The Roanoke

Valley CVB, and Virginia MPI exposing

potential decision makers to our facility.


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Plan

Action Step

Dates (Start,

Complete)

People

Status

Be aggressive with government business

with per diem plus 50% rates

Jan.-Dec.

2010

Traci Collins Ongoing

Partner with HRCC and RVCVB at trade

shows

Jan.-Dec.

2010


Actively maintain membership in VAMPI

to uncover new business and connect with

meeting planners across the state in

various markets

Jan.-Dec.

2010


Solicit business from on-campus social

organizations for lodging associated with

annual banquets, reunions, Parents’

Weekends, etc.

Jan.-Dec.

2010


Solicit sports teams when schedules are

announced for lodging and meals

Jan.-Dec.

2010


Continue to solicit both past programs

and new business

Jan.-Dec.

2010


Result

Actual

Actual Cost

Summary


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Company Meetings

Situation

Key Performance Indicator Corporate revenues

Current Measure

Situation Description This segment is budgeted to produce 1197

room nights at the average daily rate of

$114.82, generating revenue of $137,439 in

2010, a decrease of $16,158 from 2009’s

projections.

Root Cause The economy has greatly affected this

market. Corporations are not holding as

many meetings as in the past, and are

scaling back the ones they do plan by

including fewer attendees, reducing the

budget, and shortening their stays. We have

experienced several cancellations in 2009

from companies who have been severely

affected by the economy’s downturn.

Target

Target Description To achieve 1197 rooms nights resulting in

the 2010 revenue budget of $137,439.

Due Date 12/31/10

Expected Revenue Increase The ADR is projected to increase 8.3%

from 2009’s projections.


Proposal

Proposal Description We will continue to actively solicit business

from Corporate markets outside of the New

River Valley to increase rates and bring new

conferences to the facility.

Plan

Action Step

Dates (Start,

Complete)

People

Status

Actively maintain membership in VAMPI

to uncover new business and connect with

meeting planners across the state in various

markets

Jan.-Dec.

2010


Call on contacts from previous/lost

bookings

Jan.-Dec.

2010



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Partner with The Hotel Roanoke &

Conference Center to refer business to

each other and make calls as a team

Jan.-Dec.

2010


Solicit the local market and monitor new

companies coming to town via the

Chamber of Commerce and New River

Valley Economic Development Office

Jan.-Dec.

2010


Result

Actual

Actual Cost

Summary


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Rack Market Category

2009 Actual

Room

Nights

2009

Actual

ADR

2010

Fcst.

Room

Nights

2010 Fcst.

ADR

2010

Target

Room

Nights

2010

Target

ADR

Rack 8,667 $144.00 8,156 $138.00 8156 $138.00

SITUATION:

In our fourth year we made considerable stride in developing this market. With additional

hotels that have entered the market place, the hotel has seen nominal displacement as we

are seen as out performing the competitive set. In August, 2009, a Hilton Garden Inn

opened with 137 rooms.

TARGET:

To achieve $1,125,565 in revenues.

PROPOSAL:

Participate in the GDS Merchant program, this will better position our property in the

market place. To build profit and grow revenue through the development of the Front

Office team members to manage internal revenue management systems. Continue to

identify companies with high volume individual business travel. Continue to emphasize

our full service feature to ensure we maintain our market share.

ACTION PLAN

Action Step Begin

Date

End

Date

Person

Responsible

Implement training program for guest

service agents in the proper reservation

sales skills to ensure they are capturing

existing demand and the highest rate

Jan. 10 Dec.10 FOM,DOSs

To ensure the hotel sales strategy is

monitored within the Opera and

Synxis systems

Jan. 10 Dec.10 FOM

Identify local companies who produce

volume transient business; also those

who presently use implants in their

operation

Jan.10 Dec.10 DOS

Monitoring the level of group and LNR

business to ensure we are allowing the

hotel to maximize its revenue goals

during high demand periods

Jan. 10 Dec.10 FOM, DOS


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Local Negotiated

Situation

Key Performance Indicator Local Negotiated Revenue

Current Measure

Situation Description This market will contribute 22% or our mix

of transient sales in 2010. IVTSCC is the

price leader in this category competing with

all limited service hotels with lower rates

that include breakfast.

Root Cause Current economic challenges and no

frequent travel program, i.e. Hilton Honors.

Target

Target Description Actualize revenues of $453,785

Due Date 12/31/10

Expected Revenue Increase


Proposal

Proposal Description Leverage existing relationships with local

customers for continued business. Maintain

current local negotiated rates to show

understanding to the challenging economic

times.

Plan

Action Step

Dates (Start,

Complete)

People

Status

Target top 5 local negotiated customers of

the Hilton Garden Inn

1/10-3/10 Teresa

Hughes

Not Started

Leverage technology tools such as

Hotelligence

1/10-12/10 Teresa

Hughes &

Mike

Armstrong

Not Started

Result

Actual

Actual Cost

Summary


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Other Discount Category SRP 2008 YTD

Actual

Room

Nights

2008

Actual

ADR

2009

Fcst.

Room

Nights

YE

2009 Fcst.

ADR

2010

Target

Room

Nights

2010 Target

ADR

AAA

&

AARP

3210 $119.01 4253 $119.81 3803 $115.40

SITUATION:

AAA/AARP

Most of leisure business comes from the local market or from those driving in from a 3-4

hour radius. Many of these guests are Virginia Tech friends, family, and alumni. This

category could struggle due to the current state of the economy.

Our closest competitors are the nationally-branded local hotels: Holiday Inn, Hawthorne

Suites, Hilton Garden Inn, Hampton Inn, and Courtyard by Marriott. Many leisure

travelers are enticed by these hotels’ frequent traveler programs. While we are the business hub for Virginia Tech, we also support many rural communities.

Blacksburg is the crossroads for Southwest Virginia, conveniently located to I-81 not far

from I-77. TARGET:

Achieve 3,803 room nights resulting in $438,885 in revenue. Have a stronger presence on

popular online booking engines such as Travelocity, Priceline, and Orbitz. PROPOSAL:

Participate in the Merchant program. We will explore ways to market the facility to new

areas (i.e. inbound visitor’s centers, CVB’s). We will also continue to generate an electronic

newsletter to Virginia Tech parents that will focus on promoting IVTSCC during need

periods.

ACTION PLAN

Action Step Begin

Date

End

Date

Person

Responsible

Establish new and maintain

current relationship with

consortia’s and Travel Agents to

enhance production

Jan. 10 Dec. 10 Teresa Hughes


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Catering Sales

2010

Catering

Marketing

Plan

Contents

Specific Components Comments

Catering

Sales

The Inn at Virginia Tech and Skelton

Conference Center is the facility of choice for

Virginia Tech events. We solicit outside

catering business to drive revenue and

increase community awareness. The catering

manager will participate in a HOST program

in 2009 to nurture some key accounts.

Customer

Loyalty

Our evaluation scores remain very strong.

Our efforts will be to keep the scores growing,

and be the best, most consistent product in

the area.

Own the

Group

Market

We are the premier venue in the New River

Valley. We will continue to own the market

for higher end local and University events.

Revenue We will be as accurate as possible in

forecasting. Our team goal is to not exceed

or fall below 3% of the forecasted revenue.


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Catering

Situation

Key Performance Indicator Local Catering Revenues

Current Measure

Situation Description When the hotel first opened, there was the

sense within the community that it was for

University events only, or that it was way

too exclusive for local events. Many local

companies, associations and potential

social clients are still hesitant to consider

the Inn for special events.

Root Cause Public perception and lack of local

exposure. Target

Target Description Grow local catering revenue by 10% over

last year.

Due Date 12/31/10

Expected Revenue Increase


Proposal Description Change public perception about the

attainability of events at the Inn. Get more

exposure in local organizations and within

the local event planning community. Plan

Action Step

Dates (Start,

Complete)

People

Status

Develop New Streamlined Catering

Menus

Jan ’10 -

Mar ‘10

F&B

Dir/DOC

Not Started

Participate in Local Bridal Showcase

Distribute Brochures to Local Vendors

Feb ’10 DOC Not Started

Direct Marketing to Local Associations

and Civic Organizations

Jan ’10 -

Jun ‘10

DOC Not Started

Host a Networking Event for Local Event

Vendors

Mar ’10 -

Mar ‘10

DOC Not Started

Result

Actual

Actual Cost

Summary


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Meetings & Conventions

2010 M & C

Marketing

Plan

Contents

Specific Components Comments

Meetings &

Conventions

Day Meetings is critical to the financial

success of The Conference Center. A

Conference Planner will have the

responsibility of selling Day Meetings. Our

efforts will be in follow up and turning

business definite as quickly as possible.

Customer

Loyalty

Our evaluation scores are very strong. Our

efforts will be to keep the lead over the

competitor.

Own the

Group Market

No facility around can compare to the

product and service we have. We provide

the best planning process, pre-cons and on-

site visibility.

Revenue Our goal is to be as accurate as possible in

forecasting. Our team goal is to not exceed

or fall below 3% of the forecasted revenue.

Brand

Management

Our planners are deployed by market and

work closely with their counterparts in the

Sales department. Our planners will

continue to build and nurture strong

relationships with our key accounts along

with their salesperson.


28

Meeting & Convention Services

SITUATION:

The Inn at Virginia Tech and Skelton Conference Center has positioned itself as the

meeting facility of choice in Southwest Virginia. The education of the conference center

concept continues to be top priority.

TARGET:

To successfully position the CMP, MMP, and DMP programs to all market segments.

PROPOSAL:

To educate meeting planners to the benefits of the one stop shop package concept and the

environment that is established in a conference center facility.

ACTION PLAN

Action Step Begin

Date

End

Date

Person Responsible

Participate/Conduct HOST program Dec 10 Dec 10 Sales /Conference

Planning

Benchmark packaging component and

menu pricing

Jan 10 Dec 10 Sales/Conference

Planning

Presentation of resumes to internal

and external customers

Jan 10 Dec 10 Conference Planning

Conduct pre-convention and post

convention meetings

Jan 10 Dec 10 Conference Planning


29

MEDIA PLAN

Publication Segment Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Comme

Food & Beverage

Entertainment

Musica Viva

Brochure Preston’s $200 $200 Done

NRV Magazine

Preston’s/New

Years $3,286 $456 $456 $456 $456 $456 $456

Preston'

material

VT University

Directory Preston’s $675 $675 Placed

NRV Current-

Roanoke Times

Preston’s/New

Years $2,500

Thanksg

Needed

Collegiate Times

Preston’s

Valentines $150 $150 Valentin

Meetings and

Conferences

IACC Directory

Meetings &

Conf. $200 $200 Listing

Virginia Business

Meetings &

Conf. $7,358 $3,679 $3,679

Hotels a

Virginia

Centers

VSAE Directory

09-10

Meetings &

Conf. $500 Split wit

VSAE Newsletter

(6)

Meetings &

Conf. $3,375 $375 $375 $375 $375 $375 End of J

Inn at Virginia

Tech/ Misc

Virginia Travel

Guide

Inn at VT Co-

Op $750 $750 Co-Op w

Montgomery

Chamber Flyer (6) Misc. $750 Use as n


30

Roanoke

Chamber Flyer

(2) Misc. $450 Use as n

Yellow Book $315 $21 $21 $21 $21 $21 $21 $21 $21 $21 $21 $21 $21

Community

Phone Book Inn $1,465 $1,465

RVCVB Meeting

Planners Guide Inn $3,100

City Magazine Inn $2,200 $550 $550 $550

New Yea

Day, Ne

ISP Marketing Rooms $7,500 $1,875 $1,875 $1,875 $1,875 Placed

16 Blocks Inn/Preston’s $6,750 $450 $450 $450 $450 $450 $450 $450 $450 $450 $450 $450 $450 Placed fo

Virginia Logos $1,600 $1,600

Memberships

Roanoke Valley

Hospitality Assoc. Membership $100 $100

Roanoke Valley

Chamber Membership $878 $878

Montgomery Co.

Chamber of

Commerce Membership $1,118 $559

VSAE Membership $550 $275

HSMAI Membership $325 $325

Invest for Success

(MCCC) Membership $3,700 $3,700

Pulaski Co.

Chamber of

Commerce Membership $420 $420

Trade Shows

VSAE Fall

Marketplace Trade Show $500 $500


31

Public Relations/Promotions Schedule & Plan

Activity/Purpose Start Date

Consider

customary

lead times

Launch

Date

Responsibility

Who is

responsible for

this initiative?

Budget

Amount to

be spent on

promotion?

Status

Update as

appropriate

Valentine’s Package 12/09 2/10 DOS, F&B

Director, FOM

Ad Cost

Easter Buffet 2/10 4/10 DOS, F&B

Director

Ad Cost

Mother’s Day Buffet 2/10 5/10 DOS, F&B

Director

Ad Cost

VT Spring

Graduation Buffet

3/10 5/10 DOS, F&B

Director

Ad Cost

VT Parents Day

Buffet

9/10 10/10 DOS, F&B

Director

Ad Cost

Holiday Brunch 9/10 12/10 DOS, F&B

Director

Ad Cost

Thanksgiving Buffet 9/10 11/10 DOS, F&B

Director

Ad Cost

Holiday Rate 9/10 10/10 DOS, FOM Ad Cost

VT Fall Graduation

Buffet

10/10 12/10 DOS, F&B

Director

Ad Cost

New Years Eve

Package Promo

9/10 12/10 DOS, F&B

Director, FOM

Ad Cost


32

Travel Activity

Event

Domestic/

International

Dates GM attending?

(Y/N)

Location Activity Cost per

Activity

Total

Cost

HSMAI-

Affordable

Meetings

Domestic Sep 10 No Washington, DC HHC Exhibit

Customer Event

Other Travel w/

RVCVB/Becky Walker-

HRCC

Co-op

with

HRCC

VSAE Fall

Marketplac

e

Tradeshow

Domestic Oct. 10

No Richmond, VA HHC Exhibit

Customer Event

Other Travel w/

RVCVB- Becky

Walker/HRCC

Co-op

with

HRCC

$700.00

SGMP Domestic May 10 No Denver, CO HRCC/IVTSCC Co-op

with

HRCC

Richmond Domestic 6 times

per

year

Becky Walker Maintain relationships Appointments $300.00


33

Sales Deployment 2010

Name Title Market Segment Reports To

Teresa Hughes Director of Sales IBT GM

Laurie Bond Sales Manager VT University,

Education

component of

SMERF

DOS

Traci Collins Sales Manager Corporate, SMERF,

VT Administration

DOS

Conference Planning Deployment 2010


Bob Muse Director of

Conference

Planning

VT University

Administration,

Corporate, SMERF

GM

Bianca Norton Conference

Planning Manager

VT University, Day

Meetings,

Corporate, SMERF

Director of

Conference

Planning

Leland Shelton Conference

Planning Manager

VT University Director of

Conference

Planning

Catering Deployment 2010


Courtney Rakes Director of Catering Events Only/Sales

Bookings, Social,

Weddings, etc.

DOS


34

COMPETITOR PROFILE Fill in a page for each key competitor (use the copy/paste command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotel’s

potential for each account (if it’s not a desired piece of business for your hotel simply enter

zeros). A. Vital Statistics

Competitor Hotel Name The Hotel Roanoke & Conference Center

Address 110 Shenandoah Ave. Roanoke, VA 24016

Local Phone Number 540-985-5900

Toll Free Number 866-594-4722

Year Open 1995

Total Rooms 332

Names of F&B Outlets Regency Room, Pine Room Pub, In-Room Dining

Meeting Space (sf) 63,000 sq. ft. B. Key Personnel

General Manager Name Gary Walton

Director of Sales Name Sandra Holt C. Financial

Owner Name Virginia Tech

Lender (if known)

Operator/Mgmt. Co. Hilton

Economic Health (check one)

X

Good-stable

Financial challenges D. Competitor’s Strengths/Challenges

Advantages you have over this competitor

(and how are you going to take advantage of

them)

Located on Virginia Tech Campus

Complimentary Wireless Internet

Capable of Hosting Campus Wide

Conferences - most Convenient

Complimentary Day Parking

Advantages this competitor has over you (and

how are you going to mitigate them)

Spa

Pool/Whirlpool

35 Meeting Rooms

Frequent Traveler Program

Recent Guest Room Renovation

Planned Ballroom Renovation for ‘10

Airport Access

Downtown Location


35

Other Comments:

The Hotel Roanoke & Conference Center is a strong competitor for us because they

are the only other full service hotel and conference center in Southwest Virginia. But,

they are also a sister property, which gives both of us the potential to capture a greater

market share due to the flexibility of placing business at either location.

Additionally, we both fall into the ‘unique venue’ category. The Hotel Roanoke &

Conference Center is an icon for the Roanoke Valley and The Inn at Virginia Tech

and Skelton Conference Center is an icon for Virginia Polytechnic Institute and State

University. The Inn at Virginia Tech has become a ‘destination’ property for

University Alumni This Competitor’s Top 5 Accounts/Annual Volume/Rate (both weekday &

weekend)

ACCOUNT

NAME

Competitor’s Current Business

2009

Rooms

2009

ADR

2009

Revenue

1 Wellpoint 468 $131 $61,308

2 Accenture 415 $137 $56,855

3 Carilion 644 $135 $86,940

4 Wachovia 456 $129 $58,824

5 Norfolk Southern 1,345 $111 $149,295


36

COMPETITOR PROFILE

Fill in a page for each key competitor (use the copy/past command to add competitors).

List the top 5 accounts for this specific competitor and what you see as your hotel’s


zeros).

Vital Statistics

Competitor Hotel

Name

Holiday Inn University/Collegiate Inn

Address 900 Prices Fork Rd.

Local Phone Number (540) 552-7001

Toll Free Number 800-HOLIDAY

Year Open 1975

Total Rooms 146 (99 HI rooms and 47 Collegiate Inn rooms, which have

been renovated)

Names of F&B Outlets Latitudes International Restaurant; Attitudes Bar and Grille

Meeting Space (sf) 5,200 sf flexible meeting space

Key Personnel

General Manager Name Ken Rogers

Director of Sales Name Jessica Townshend

Financial

Owner Name Kirk Johnson and Shivon Dosky

Lender (if known)

Operator/Mgmt Co. Newport Hospitality Group, Williamsburg, VA

Economic Health

(Check One)

X

Good/Stable

Financial Challenges (Slow to pay their bills)


37

Advantages You Have

Over This Competitor

(and how are you

going to take

advantage of them)

*Skilled Conference Team—IVTSCC has a skilled team of

meeting planners and conference technicians. The Holiday Inn

uses their banquet servers for all functions. *Strong Sales Department—IVTSCC, supported by HRCC, has

a sales team with years of experience. Plus our Assistant GM has

been the Director of Sales at HRCC *Facility and Amenities—We are a new facility with state-of-the-

art technology. The HI has added wireless internet to an old

property—has a lot of cold spots. The equipment is old at the

HI. The conference center attracts business that no other local hotel

can accommodate. The technology attracts university business as well as corporate. The Pete Dye Signature Golf Course holds attraction for

corporate and leisure guests. *Name Recognition—Being Virginia Tech’s hotel provides us

instant recognition. *Starbucks and lobby lounge—The Starbucks is a key attraction.

The lounge off the lobby is appealing to all guest types.

The HI has a small free coffee service in lobby (on most days)

and a bar that has a reputation to be a young bar— open after 4

pm Mon- Sat. No Sunday hours. *Business Center--open to conferee attendees. HI has no

business center. *Handicapped Accessible—being a new property, The Inn is

handicapped accessible offering 9 standard handicap accessible

rooms plus one executive suite. HI does not have an elevator

which is limiting for wheelchair guests. It does have at least 3

handicapped accessible rooms that were done in a recent

remodeling. *Managed by Holiday Inn until 2012—competitor has changed

flags several times and has lost identity in the community. Is

under going renovation to be come condos.


38

Advantages This

Competitor Has Over

You (and how are you

going to mitigate

them)

The new owners are Mr. Kirk Johnson and Mr. Shivon Dosky

with CIBHM, LLC. Once all 146 units have sold and been

transformed, the name will change from The Holiday Inn to

The Collegiate Inn. William Carey with Newport Hospitality

Group is the lender for the project.

*Outdoor and Indoor Pool, Courtyard (recently renovated)—

We offer our guests use of the War Memorial Gym’s pool. We

have the Great Lawn which can be used for a lot of nice outdoor

events. *In House Guest Laundry—We offer dry cleaning and laundry

service as a same day send out service. *Name Recognition—Holiday Inn is a strong family brand that

really matches the community. IVTSCC has to establish itself as

a public hotel and not an education center for the private sector. *Guest Rewards Program Priority Club--We do not have a

guest rewards program.

*Complimentary Parking

*Central Reservations 24/7 and online

*No challenge using cell phones on property

Other Comments:

What strategies, renovation or repositioning efforts are underway at this competitor. Be

specific both weekday and weekend, and by market segment.

The HI has an inexperienced sales team. The property has completed three years as a Holiday Inn. They are part of a strong

reservations system which is proving to be a tremendous resource for the transient market.

They continue to rank in the top three in Hotelligence. While they have a strong transient

market established through booking engines, they are viewed as a poor lodging and

meeting choice among local corporations and corporate meeting planners. There is a

strong dislike of the Holiday Inn University in the community. This follows four years of

poor management and inconsistent service and a poor flag choice for the community—Four

Points.


39

Currently, 47 rooms have been renovated and converted to The Collegiate Inn product.

The renovation of the remaining rooms has been put on hold until the economy

strengthens. They do have a strong weekend business—primarily due to their stable wedding history.

However, with IVTSCC capable of handling weddings, we are likely to reduce their share.

We have a much higher wedding block rate than the HI which is offering $82 on a fairly

consistent basis. Maximum seating capacity at the HI for banquets is 220 persons. The HI has a strong sports team business that was cultivated by the former DOS traveling

south to secure team lodging from major universities in SC & NC.

The transient market is growing at IVTSCC. We have companies willing to do business

with us at a higher rate than our competitors are charging. As long as we have availability,

the hotel will continue to draw corporations. We need to be sure the front desk clerks are

well-trained in making reservations for our volume accounts. and we need to have

availability for the transient corporate market. We certainly need to demonstrate rate

parity through the major booking engines such as Orbitz, Priceline and Travelocity. In

addition, we need to be sure that we accurately reflect our availability on the web page for

The Inn. We need a better positioning in major search engines. This can be done by selecting the

right “key” words which pull the search.


40

This Competitor’s Top 5 Accounts/Annual Volume/Rate (both weekday and weekend)

ACCOUNT

NAME


2009 Rooms 2009

ADR

2009

Revenue

1 Virginia Tech 2000 $80 $160,000

2 Corporate

Research

Center

250 $80 $20,000

3 ATK 175 $80 $14,000

4 Radford

Arsenal

50 $80 $4,000

5 Celanese 150 $80 $12,000

6 Moog 150 $75 $11,250


41

Competitor Profile

Fill in a page for each key competitor (use the copy/past command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotel’s

potential for each account (if it’s not a desired piece of business for your hotel simply

enter zeros). A. Vital Statistics

Competitor Hotel Name Hilton Garden Inn

Address 900 Plantation Rd.


Toll Free Number (877) STAY HGI

Year Open August 2009

Total Rooms 137 rooms no suites

Names of F&B Outlets The Great American Grill

Meeting Space (sf) 1 meeting room that can be divided into 2

equal size rooms. 1280 total sq footage B. Key Personnel

General Manager Name Jeremy Allen

Director of Sales Name Nancy Creed C. Financial

Owner Name BSE/AH Blacksburg Hotel, LLC

Lender (if known) Not Known

Operator/Mgmt Co. Crestline

Economic Health (Check one)

X Good/Stable

Financial Challenges D. Competitor’s Strengths/Challenges

Advantages you have over this

competitor (and how are you going to

take advantage of them)

Full Service Hotel and Conference

Center – IVTSCC is an IACC conference

center with 23,705 sq feet of meeting

space to include an 8,832 sq foot

ballroom. IVTSCC offers breakfast,

lunch, dinner, room service and a lounge

open in the morning for the day. The

Hilton Garden Inn only offers breakfast,

dinner and only evening room service and

lounge hours. HGI has limited meeting

space and limited technical capabilities.

Dedicated sales, catering, and conference

staff – We have a team of skilled


42

professionals to book and execute

functions, while HGA has only one (1)

sales manager and no conference

technicians.

Advantages this competitor has over you

(and how are you going to mitigate them)

Indoor pool and hot tub- we offer guests

passes for on-campus pool and

recreational facilities

Complimentary parking

Other Comments:

What strategies, renovation or repositioning efforts are underway at this competitor.

Be specific: both weekday and weekend and by market segment.

The HGI is brand new and been open less than 2 months. They have a strong GM

and DOS who are familiar with the hotel business in the area.

HGI is hoping for a considerable amount of transient business from these companies.

IVTSCC also receives a steady volume of business from these companies, especially for

their VIP guests.

This Competitor’s Top 5 Accounts/Annual Volume/Rate (both weekday &

weekend)

ACCOUNT NAME Competitor’s Current

Business targeted for 2010, there is

less than 2 months history to date.

Room

2009

ADR

2009

Revenue

1 Virginia Tech 1200 $98 $117,600

2 ATK /Radford Arsenal 600 $98 $58,800

3 Moog 240 $89 $21,360

4 Danaher Motion 240 $83 $19,920

5 Volvo 240 $85 $20,400


43

Competitor Profile Fill in a page for each key competitor (use the copy/past command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotel’s

potential for each account (if it’s not a desired piece of business for your hotel simply

enter zeros). A. Vital Statistics

Competitor Hotel Name Hampton Inn

Address 380 Arbor Drive, Christiansburg, VA


Toll Free Number (800) HAMPTON

Year Open 2000

Total Rooms 119 Rooms (54 dbls, 46 kings, 11 king

studios, 4 exec suites, 4 honeymoon

suites)

Names of F&B Outlets Not on-site, Outback will deliver to guests

Meeting Space (sf) 1 meeting room approx 900 sf (can be

subdivided) B. Key Personnel

General Manager Name Cary Hoge

Director of Sales Name Tara Ogle C. Financial

Owner Name Quality Oil Company

Lender (if known) Self-Financed

Operator/Mgmt Co. Quality Oil Company


X Good/Stable


Advantages you have over this

competitor (and how are you going to

take advantage of them)

-Abundant Meeting Space w/catering

possibilities

-Full Service Hotel

-Location to campus & downtown

-Internet kiosks in conference center



Changed to chafer breakfast options.

-HHonors

-Complimentary parking

-100% satisfaction gtd w/no questions

asked

-Breakfast included in rate


44

Other Comments:


specific: both weekday and weekend, and by market segment. The ownership has

recently replaced the GM, AGM and Director of Sales. The property turned a small

meeting room into a business center. No renovations are scheduled.

This Competitor’s Top 5 Accounts/Annual Volume/Rate (both weekday and

weekend)

ACCOUNT

NAME


2009

Rooms

2009

ADR

2009

Revenue

1 Danaher 2400 $80 $192,000

2 VT Related (parents) &

VT Transient

2000 $110/$8

0

$190,000

3 Corning 1450 $85 $123,250

4 ATK 1240 $80 $99,200

5 Radford Arsenal 700 $80 $56,000

6 Moog 700 $89 $62,300

7 Stellar One 660 $95 $62,700

8 Volvo Trucks (North

America)

650 $85 $55,250


45

Competitor Profile Fill in a page for each key competitor (use the copy/past command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotel’s


zeros). A. Vital Statistics

Competitor Hotel Name Comfort Inn (Blacksburg)

Address 370 S. Main Street, Blacksburg


Toll Free Number Choice Hotels central reservations

Year Open 1990

Total Rooms 80 (including 1 suite)

Names of F&B Outlets Continental Breakfast Only

Meeting Space (sf) 1 room, approx. 500 sq. ft. B. Key Personnel

General Manager Name Lynne Laidlaw, CHA

Director of Sales Name Chris Berry C. Financial

Owner Name Park Real Estate- Blacksburg

Lender (if known)

Operator/Mgmt Co. Cascade Lodging LLC


X Good/Stable




them)

-Full service

-Located on VT campus

-Capable of hosting large

conferences/programs

-IACC approved conference center

-Wireless internet in all rooms and

conference center



-Across from Montgomery Regional

Hospital and near Christiansburg

businesses

- Frequent traveler program (Choice

Privilege)

- Outdoor pool- we offer guests passes for

on-campus pool and recreational facilities


46

Free Continental Breakfast- very limited

and not hot, however. We should promote

our extensive buffet to guests.

Other Comments:


specific: both weekday and weekend and by market segment.

Chris Berry is now the DOS, taking over for Chris Alcorn. They are planning a cosmetic

renovation to tentatively begin in December 2009 for rooms, hallways, and lobby. They

are the CRC’s preferred hotel, and receive business from construction workers as well.

This Competitor’s Top 5 Accounts/Annual Volume/Rate (both weekday &

weekend)

ACCOUNT NAME Competitor’s Current Business

2009

Rooms

2009

ADR

2009

Revenue

1 CRC

2 Corning

3 VCOM

4 Southern Air

5 Montgomery

Regional Hospital


47

Competitor Profile

Fill in a page for each key competitor (use the copy/past command to add competitors).

List the top 5 accounts for this specific competitor and what you see as your hotel’s


zeros).

Vital Statistics

Competitor Hotel

Name

Hawthorn Suites

Address 1020 Plantation Rd.



Year Open 2000

Total Rooms 94: 74 individual suites, all nonsmoking

Names of F&B Outlets Continental Breakfast Only

Meeting Space (sf) 1 meeting room approximately 770 sq. ft. (divisible)

Key Personnel

General Manager Name Chris McClanahan

Sales Manager Penny Golden

Financial

Owner Name Dennis Dowdy

Lender (if known) Unknown

Operator/Mgmt Co. Blacksburg Hospitality Group

Economic Health

(Check One)

X Good/Stable

Financial Challenges

Competitor’s Strengths/Challenges

Advantages You Have

Over This Competitor

(and how are you

going to take

advantage of them)

-Location- Closer to VT and Downtown

-Capable of hosting Conferences/Programs

-Full Service Property

-Banquet facilities

-Hilton Bedding

-Dual Sinks and Vanities

-Fitness center with free weights and machines

-Business Center


48

Advantages This

Competitor Has Over

You (and how are you

going to mitigate them)

-Indoor Pool

-Complimentary Breakfast

- Complimentary Snacks in the Afternoon

-Complimentary Parking

-Mini Kitchen in all Rooms

-Frequent Traveler Program -Wyndham’s

-All Suites Property- Currently adding VIP Suite

-Laundry Facilities on-Site

-Complimentary Fax and Copy Services for Guests

-Recently Renovated Rooms and Lobby Other Comments:

The Hawthorne Suites has positioned itself in the market as a middle tier, limited service

property. It is very well-received in the community because of its amenities, flat-screen

televisions, suites and good reputation. They are not aggressive with pricing, especially with

local negotiated accounts. The Assistant General Manager, Penny Golden, also performs

the sales duties.

This Competitor’s Top 5 Accounts/Annual Volume/Rate (both weekday and weekend)

ACCOUNT

NAME


2009 Rooms 2009

ADR

2009

Revenue

1 Wolverine

2 Corning

3 Moog

4 Corporate Research Center

5 Virginia Tech

Sales Manager was not comfortable providing specifics about her top clients. Was only

able to confirm the accounts themselves.


49

Competitor Profile

Fill in a page for each key competitor (use the copy/paste command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotel’s


zeros). E. Vital Statistics

Competitor Hotel Name Courtyard by Marriott

Address 105 South Park Dr., Blacksburg, VA 24060



Year Open October 2007

Total Rooms 96 which includes 3 suites and 5 spa kings

Names of F&B Outlets Courtyard Café for breakfast and dinner

Meeting Space (sf) 1 meeting room with 650 sq ft. F. Key Personnel

General Manager Name Tom Norman

Director of Sales Name Lauren Collins

G. Financial

Owner Name Virginia Blacksburg LLC.

Lender (if known)

Operator/Mgmt. Co. Eastern Motor Inns

Economic Health (check one)

X

Good/ Stable

H. Competitor’s Strengths/Challenges



them)

-Located on Virginia Tech

Campus/adjacent to 9 hole golf course

-IACC Conference Center offering

23,705 sq. ft. of both conference space

and the largest ballroom in the area

which can be also used for banquets and

social events.

-Business Center

-Starbucks Coffee

-Strong seasoned sales department, the

Courtyard has one sales manager and a

team specialist

-Complimentary wireless internet

-Full Service


50

-Complimentary Shuttle- they are located

by a bus stop

- Larger restaurant and separate bar area,

also open for lunch

Advantages this competitor has over you (and

how are you going to mitigate them)

-Brand recognition

-Central reservations 24/7 and online

-Indoor Pool/whirlpool- we offer guests

passes for on-campus pool and

recreational facilities

-Complimentary parking

-Newer Property

-Frequent Traveler Program -

(Marriott Rewards)

-Complimentary morning coffee in the

lobby

-Market- available 24/7. Salads and

sandwiches are made daily and are

available for purchase. Similar to a

convenience store with candy bars,

microwaveable meals, drinks, medicine,

etc.

- Laundry facilities on-site- we offer same-

day dry cleaning.

- Outdoor Courtyard area

Other Comments:

Business resulting from First and Main Shopping Center has slowed since last fall when they opened.

Lauren Collins is the new DOS at the Marriott, coming from the Holiday Inn as the Reservations

Manager. Her knowledge of the market and price points can be an advantage for the Marriott.

This Competitor’s Top 5 Accounts/Annual Volume/Rate (both weekday & weekend)

ACCOUNT

NAME


2009

Rooms

2009

ADR

2009

Revenue

1 Draper Aden

2 Moog

3 CRC

4 Celanese

inn @ vt business plan 2010

Documents

conference business

southwest virginia

economy of virginia

skelton conference center

asset manager telephone

asset manager email

asset manager facsimile

total business