Let us Show you the True Meaning of LifeA Chris Weigl Endeavor

Coming to a Conservatory Near You

Summer 2009

At Tree huggers you get all the comforts and amenities, a luxury hotel provides without the luxury price.

Come for the view, stay for the memories. Here youre not just a guest youre a part of the new green community.

We pride ourselves on being eco-friendly. Everything you see here at Tree huggers is biodegradable from the hybrid limousine that picks you up at the airport to the Martini glass youll be sipping on a warm, summers night. At Tree huggers our passion is your satisfaction.

With over 121 rooms and 60 private bungalows, you get to choose the place that will make your stay a whole new experience.

At Tree huggers Resort & Spa its our mission to provide you with the best possible rooms, service, and fun. If theres anything we can do to make your stay more enjoyable, please feel free to call us or visit our website.

Come and see the wondrous new experience thats waiting for you, at Tree huggers we give dreaming a whole new meaning!

Feel free to try any of our three hybrid plans:

Come with us as we show you everything Milwaukee has to offer. Guided tours, plus our extended stay plan ensure that youll experience Milwaukee the right way. Spend 4 days and 3 nights and youll spend each day in a different room in this all-inclusive offer, which starts at $699.

Take the self-guided tour and see what you really want to see, whether its the art museum or the theatre, well make sure you see what you want when you want. You can do all this and more plus spend a day in each type of our four different rooms available (5 days, 4 nights starting at $499.)

Take to the high seas and enjoy the magnificence of the Lake Michigan with our adventure plan. Youll enjoy 3 days, 2 nights of unforgettable deep sea fishing, scuba diving, paragliding and much, much more. Your choice of any three activities starting at $299, add 2 nights in our classic bungalows for only $199 more per night.

What is Tree Huggers?Tree Huggers is an eco-friendly restaurant, bar and hotel, because sometimes its better to just sleep it off.We are the ultimate getaway from any location.Were the reason youre here in the first place.We represent everything you could possibly need. If we dont have it, its because you dont need it.

What do You need?

Food, Shelter & Love

Anyone who tells you otherwiseis at best misleading you and atworst stealing your soul.

Tree Huggers______________________________Room Spec. Sheet

600-950 sq. ft./one bedroom bungalows $499-$849/Night

1025-1400 sq. ft./two bedroom bungalows$819-1299/NightAll Inclusive packagesStarting at: $999/NightPackages include:-24 hour day care-Free food and drinks at Tree Huggers Restaurant-Access to the Oasis Salon & Spa

The Oasis Spa

Combining Eastern and Modern Medicine

Spa Facilities

Seven Private Treatment Rooms (Vichy Shower, Facial Room, Nail Room, CLUB ON THE PARK SUITE)

Whirlpools

Dry Saunas

Wet Saunas

Cold Plunge Pools

360 Body Showers

Massage Rooms

Relaxation Rooms with Library

Spacious Locker Rooms with Dressing and Grooming Facilities

Additional Facilities

Swimming Pool ( 20mx8m)

Aerobics Studio with Body Sonic Flooring System Poolside Lounge

Spa PackagesSpa PackagesTotal Experience

The Total Experience is a unique treatment which combines techniques and products to meet the particular needs of each individual's skin and body conditions based on a personalized consultation. 5 hoursPersonal Stretch Lesson Light Meal at Poolside Club On The Park MassageCustomized Facial with Eye Care

Fitness2 hours 20 minutes Personal Stretch Lesson Post Exercise Massage

Aesthetic2 hours 40 minutes Anti-Aging or Whitening FacialBust TreatmentHead Therapy

Relaxation

2 hours 30 minutes Calming Body Scrub Anti-Stress Thermal WrapBody Massage with Mineral Balm Face Lifting Massage

Tranquility3 hours for 1 Aromatherapy MassageAnti-Aging Facial with Eye CareCustomized Facial with Eye Care

Point of View2 hours for 2 Customized Facial and Head Therapy for HerUltimate Relaxation for him

Floating Oasis3 hours for 2 Club On The Park MassageCustomized Facial

Bespoke Experience2 hours for 1 3 hours for 1

Massage, Aroma Therapy & Salon ServicesMassage & Aroma Therapy

Club on the Park MassageRefine Energize Rebalance 90 minutes

AromatherapyCalm Relieve stress Generate a sense of well being 60 minutes 90 minutes

ShiatsuEnergize Stimulate circulation Rebalance 60 minutes 90 minutes

ReflexologyStimulate circulation and drainage De-stress Improve natural healing power 40 minutes

Head TherapyImprove blood flow Relieve fatigue Firms facial skin 40 minutes

HydrovichyImprove circulation Warm up Enhance well being and vitality 30 minutes 60 minutes

Ultimate RelaxationCombination of Aromatherapy Massage and Mens Facial 100 minutes

Salon Services

Essential Manicure 60 minutes Essential Pedicure 70 minutes Express Manicure 45 minutes

Men's Manicure 45 minutes

Men's Pedicure 45 minutes Paraffin Treatment Application 15 minutes

Our restaurant provides a level of quality and service that few can achieve and can never be replicated.

Our bar has everything you could possibly want to drink and an atmosphere that cannot be found anywhere else.

Our hotel provides you with a means to encompass your wants, desires, and needs.

Mission Statement:

At Tree Huggers we believe that the comfort and care of our guests isnt just a goal, but a responsibility.

We vow to provide our guests with the best possible facilities and services that will fulfill not merely the needs and wants of our guests, but their dreams and aspirations as well.

To experience the zen and nirvana of Tree Huggers is to fulfill every need, want and desire imaginable. This isnt simply a goal we wish to attain: but a fact verified by our very existence.

The Tree Huggers SolutionEverywhere you look in the world there are problems.

Most problems are perpetuated by continued thought which leads to anxiety and stress.

The country that has the least amount of stressed citizens is the same country that gives its workers the most vacation time of any country on Earth.

The correlation between reduced stress and improved morale is so simple that it is impossible to ignore.

Tree Huggers gives you the opportunity you need to get ahead of your problems and thus relax the impact that bad things have on your life.

At Tree Huggers we relax your body so you can relax your mind.

The Tree Huggers Business PlanOur business plan is simple: To give our guests what they want.Whatever that is and in whatever form it takes.

Since every person is different, everyones stay at Tree Huggers is different. Before coming to Tree Huggers, each guest will fill out a simple questionnaire that will be analyzed by world-renowned doctors and psychiatrists to determine exactly what kind of experience will be the most fulfilling for each guest.If by the end of your trip your not satisfied then well pick up your bill. Its that simple. We want what you want and since our needs are one in the same, our staff feels the same way as our guests.

The Tree Huggers ConceptTree Huggers is a green hotel/property concept. It offers a comfortable, upscale ambience, replete with its signature trees, parks and water. The menu for Tree Huggers Restaurant features original variations of American favorites with a tantalizing array of seasoned steaks, prime rib, roasted caramel chicken, hot gourmet sandwiches and hearty salads. Beverages include an impressive wine list, microbrew beers, and festive cocktails.

Tree Huggers Restaurant, will be located in The Tree Huggers' Corporate Complex right next to the Retzer Nature Center off of Madison street. This location is the perfect spot for a eco-friendly business, surrounded by a 335 acre conservatory complete with 800 nature trails, a planetarium, and nature center. Tree Huggers Hotel & Spa is a 181 room luxury hotel. Our Restaurant and bar will bring in enough business to support what I affectionately call my "trio concept." The idea behind this is that with a restaurant that serves great food and features great service, with a bar that is truly one of a kind and a hotel that can not only accommodate, but attract local and national guests, Tree Huggers may start as a business but will, in the end become a landmark.

Throw in our 24 hour daycare center that doesn't simply focus on keeping kids occupied, but getting them involved in activities they will truly enjoy such as hiking, fishing, and canoeing I have a recipe for success where the only question lies in it's brilliant execution and the truly remarkable harmony created by the ambience we're surrounded by.

Tree Huggers OwnershipTree Huggers LP,is projected as a Limited Partnership, but may switch the preferred structureto a stock "C" Corporation or Limited Liability Corporation "LLC", for purposes of investment structuring. The number of investors could vary, based on various interpretations of guidelines given by the sec.

OPERATING PARTNERS

Chief Executive Officer and President, with 40% ownership.General Managing Partner, with 24% ownership.Vice Managing Partner for Dining Room and Human Resource Operations, with 9% ownership.Vice Managing Partner for Beverageand Entertainment, with 9% ownership.Vice Managing Partner for Kitchen and Catering Operations, with 9% ownership.

INVESTMENT PARTNERS

Limited Partner Group One, with 14% ownership.Limited Partner Group Two, with 14% ownership.

Selling The Marketing Plan

A good salesman is someone who can tell you to go to hell in such a way that you actually look forward to the trip.

-Dr. Howard Wolfson

The Four Rules of MarketingChance favors the prepared mind.

The only hazardous action is inaction.

Imply everything, but promise nothing.

Hope for the best, be prepared for the worst.

Marketing PlanMacro-analysisWhen looking at demographics nationwide and when we break down those numbers into their respective states, a trend emerges. Californias population constitutes 12.2 percent of the U.S. total population. Nevada has been the fastest growing state in the nation each of the past sixteen years. The top five fastest growing states also include Arizona (2.8%), Florida (2.1%), Texas (1.9%), and Georgia (1.8%.)

What do these five states have in common? An emerging latino population. In fact, unmarried Hispanic women aged 25-40 with at least one child is the fastest growing demographic in the nation (23.6% in 2008.) If these statistics continue this trend African-Americans and Latinos will account for 58.2% of the total U.S. population by 2020. This is important because historically we have targeted marketing campaigns toward the general population while counting African-Americans and Latinos as separate groups.

This will have to be refigured if whites become the minority in 2020 as is expected by most analysts. The new general population figure would be representative of African-Americans (making up about 32% of the total population.) Whites would make up about 30 percent of the population, Hispanics would make up about 26% and, Asian-Americans would make up about 18 percent.

Marketing PlanMacro-Analysis (Contd)All of this is very important because depending on the business the macro-demographics of your business usually cover at least a 25 mile radius from your location.

Here in Wisconsin, we have seen a rise in the Hispanic population that is disproportionate when compared with other urban areas in the midwest.

Thus, this requires further analysis and more strategic planning if I am to reach out to all necessary demographics and consistently maintain a high REVPAR, which is essential to the health of my business.

Marketing Time FrameTree Huggers operates from May 1st October 1st, therefore we are a seasonal company; because we are a seasonal company it would probably be unwise to advertise year round. We would have an advertising calendar year that would start on December 27th and run until April 30th.

Our ad campaign would start on December 27th because December 26th is the second biggest shopping day of the year and the price for ad space would be unreasonably high. We are starting our ad campaign at the end of December because were closed from October 2nd April 30th. Our start date also has to do with the spending patterns of ordinary Americans.

From Thanksgiving through Christmas, most people will be doing Christmas shopping and not thinking of where to go for a great getaway in May. Some people may not think that way, but because we are a family-oriented business these people, in most instances would not fit the clientele that we are trying to attract and thus would not be a part of our demographics.

Marketing Budget:$100,000

Target Demographic:

Women 38-45 = 65% of spending

Men 25-37 = 17.5% of spending

Women 25-37 = 17.5% of spending

Total = 100% of spending/$100,000

Spending (dollar amounts)

Women 38-45 = $65,000

Men 25-37 = $17,500

Women 25-37 = $17,500

Total = $100,000

Business ExpansionIf we were to expand or at the other end of the spectrum, if business was slow, I might consider advertising a little later into the season (maybe mid-June.) This would be a close to last resort because I want to maximize my buying power in our peak advertising season.

In a study done by Scarborough research in March of 2006, they found that most people (about 82%) plan their summer trips between the months of January and March. This would be our peak time. We would run advertisements at double the rate in which we would in December and April because the opportunity cost is much better.

In a separate study done at the end of 2007, Scarborough research found that the majority of purchasing for family vacations was done by women 25-50. Women with children between the ages of 25-50 would be our broad target demographic.

Spending (Advertising)Outdoor BillboardsWomen 38-45Men 25-37Women 25-37Bus/TransitFull Wrap5 @ 2000--$10,000--MobileBillboards-1 @ 6,300/wk--4 weeks--$25,200-Digital---Poster---

RadioWomen 38-45Men 25-37Women 25-3796.5 WKLH---

102.9 WHQG4 60 second ads-4 30 second ads6am 10am3pm-7pm4 @ $375/60 seconds4 @$100/30 seconds$1500$400

98.3 WJMR---

TelevisionWomen 38-45Men25-37Women25-37NBC2 30 second ads--Prime Time2 weeks @ $24,000/wk$48,000

CBS---ABC--1 15 second ads4-5p.m.1 week @ $10,000/wk$10,000InternetWomen 38-45Men 25-37Women 25-37Doubleclick---

Google/Yahoo---

TimeWarner ---(AOL) MSN4 @ .0024--MAX = $4,900$4,900Total Spending$100,000

Prime DemographicOur prime demographic would be married women with children aged 38-45 because research from Scarborough, Arbitron and Nielson indicates that women between these ages would be the most interested in taking a vacation and staying at a full-service property.

Our secondary demographic would be men and women aged 25-37. Now Ive introduced men into the mix, which makes this marketing plan much different than that of my prime demographic. With men that are between the ages of 25-37 there are a lot of things to take into consideration and very little overlaps with my demographic data on women.

Research from the U.S. census bureau indicates that of men aged 25-37, 42% are married. 19% are divorced, and the remaining 19% are either unmarried or widowed. With married men you have to be careful how you market to them because this isnt a decision that they have to consider its usually a decision that has to be made collectively with a spouse. This means that any follow-up information (like a web site) would have to be tailored to both demographics.

The 38% of men who are either divorced or single tend to make spur of the moment decisions, in other words men are much more impulsive than women. A study done by DSI research in Madison found that 81% of purchases made by men were impulse buys. This was a relatively small sampling (about 128 people) but the results are still representative of this demographic because all members of the study were pre-screened. This is an important point because if they randomly chose men to do this study you may have individuals who are not representative of the demographic as a whole; you may only be getting a partial match.

Secondary DemographicThe way that advertising for men differs from women is actually pretty basic. In this past years Super Bowl ad campaign, advertisers found that men rated ads that were humorous much higher than those that were not (almost twice as high, in fact.) This is not the case with women, however. Women rated ads that had style and substance above those that were simply humorous. This isnt to say one side is smarter than the other; they just have different reactions to things. In order to reach both demographics it would seem most practical to run ads that are stylish, substantive, with traces of humor in between. The humor cant be so overwhelming that we risk losing a part of our demographic (women.) We also need to make sure that men arent bored by the style and substance aspects of the ad. So how does one do this?

Thats a question that advertising firms are paid to answer, thats why we hire consultants, they study social behavior almost as closely as a sociologist. It would be both unproductive and ineffective for me to try and tackle the aspects of the ads myself as I am not an expert in human behavior. Management is about finding someone else to do your job. We call this delegating, when delegating the rule of thumb I always use is delegate to someone who can do the task better than you. Im good at some things, but not all things and its important to recognize that. When making a decision on advertising and consulting firms you want to make sure that whoever you hire has the requisite knowledge to do what you expect of them. This is where communication becomes so critical to the process.

Communication & DemographicsCommunication means having a marketing plan that clearly articulates the needs and wants of your client base while putting the necessary data into broad categories so it is possible to expand upon this demographic and reach the widest audience possible. When communicating with your ad representatives its important to have a team that can achieve the following goals. First, strategic planning, you need to know how to approach your audience and the language that is most effective in reaching them. Second, tactical operations, this may sound odd but its not. Tactical operations cover how your business operates in a permanent campaign. The permanent campaign is the idea that you are constantly selling your business regardless of who, what, or where you are. This is something politicians do very well, but they learned this tactic from businesses. Constantly selling yourself and your brand name helps retain customer loyalty and can even lead to attracting new customers through word-of-mouth. Now, third, and probably most importantly you need a DMB (Direct Media Buyer.)

A Direct Media Buyer goes out and finds the most effective means to advertise and get the most bang for your buck. Most media when its purchased is bundled, meaning the Direct Media Buyer worked out an agreement where you get all major forms of media in one capacity or another just at different volumes. This is also the most effective way to advertise because you maximize your buying power by placing emphasis on the most important advertising medium, while not ignoring the potential that other outlets can give you.

ContingenciesThere are certain contingencies that one must be prepared to deal with when it comes to implementing a marketing plan, I call these things variables because in math you usually have a constant and a variable. Our constant would be 18-25 year old men and women, as well as 25-50 year old women. The variables would include things that can affect the prime and secondary demographics. For instance, the rate of teen pregnancies in the last ten years has gone up by a steady 3.8% per year according to the U.S. Department of Management and Budget. This means that women are going to be having children earlier in their lives and might be in need of a vacation before 25. This particular study identified teenage pregnancies as women who gave birth before attaining the age of eighteen. This means that by the time they are 25 their children will be seven years or older.

Scarborough research found that only 1 in every 12 women under 25 planned on taking a vacation that would cost more than $1,000. In the same study, the same women identified a trip of five or more days as a vacation, which would mean that they are only planning on spending less than $200 a day on their vacation. This could prove to be a waste of money if I decided to target that extra 18-25 demographic but then again, it might not, its a tough call. In my judgment it would not be wise to spend a sizable portion of my advertising budget on women under the age of 25.

Contingencies (Contd)There are other contingencies that would be wise to take account of, such as living conditions (this could be indicative of non-discretionary income.) Youd also take into account the likes and dislikes of an audience, which would help with the strategic planning.

The last thing youd want to take into consideration would be how far your audience is willing to travel. This would help with local media and national media buying or to be more precise, how to effectively differentiate between the two.

ConclusionAlthough it may be simpler to just go after the entire market. Demographics, market segmentation, and statistics associated with these two areas have shown that over time, strategic planning pays off in a big way.

In this particular situation it would probably be easiest to hire an outside media firm to buy my media bundled for a one-time only, lump sum price. Different mediums have become more diversified and thus it has become difficult to buy a direct medium.

Media bundling certainly seems like the most cost-effective solution for most hospitality businesses and after four months of research, Ive concluded that would be the best route for me to pursue as well.