welcome new owners · marketing company with cendyn. moved digital marketing initiatives to dana...

WELCOME NEW OWNERS

Deborah and Jim Blair

• Padgett’s

Dianne and Chris Capilongo

• Graves’

Deborah Gates

• Anderson’s

The Houff Family

• Padgett’s

Heather and Brian Hughes

• Graves’

Catherine Wargny

• Graves’

Year in Review – 2017

Performance Review

Maintenance and Engineering

Update

Sales and Marketing

Real Estate Update

Questions & Answers

Lunch – Elements 1010

Association Meetings

AGENDA

YEAR IN REVIEW

2017 HIGHLIGHTS

Ownership Transition –

March 1, 2017

• Leadership changes

Changed online booking engine

with TravelClick.

Changed transactional

and email marketing

company with Cendyn.

Moved digital marketing

initiatives to DANA

Communications

• Branding, Search and

online advertising

• Website content

optimization and hosting

Changed Social Media

management to Horseshoe

Media.

Transitioned use of EZRooms

Revenue Management program from

former ownership to

Kingsmill Resort.

YEAR IN REVIEW

• Down 1,295

• Decrease of -1.9%

Room Nights

• Up $2.69

• Increase of 1.7%

ADR

• $4.4M Total Payout

• Increase of .7%

Owner Rental Income

YEAR IN REVIEW

Membership Update

• Reinstated Social Membership

• Added 245 New Memberships

Guest Satisfaction

• Maintain Guest Satisfaction through transitional period.

Service

• Maintain service levels through transitional period.

YEAR IN REVIEW

Unifocus – For Guests

• 2017 – 89.9

• 2016 – 90.9

• 2015 – 87.8

Unifocus – For Groups

• 2017 – 97.3

• 2016 – 98.2

TripAdvisor

• 2017 – 4.5

• 2016 – 4.43

AAA

• Retained 4 Diamond Rating

YEAR IN REVIEW

YEAR IN REVIEW

$750,000.00 INVESTMENT

CONDO ASSOCIATION TOPICS

Striping the parking lot enabled us to gain 8 total spots in Padgett’s Ordinary.

Landscaping looks fantastic.


Sliding Glass Doors Today


Osprey Proofing Today


Satellite Dishes Today


MOVING FORWARD

Better Product

• Food & Beverage

• Golf Courses

• HVAC & Fire Panel System Replacement

• Pettus House & Padgett’s Houses 400 & 402

Better Financial Performance

Continued Improvement in

Guest Satisfaction

Relationship with our partners

MOVING FORWARD

PETTUS HOUSE RENOVATION

How did we do?

FINANCIAL REVIEW 2017 Occupancy and Average Daily Rate (ADR) / By Calendar Year

2015 2016 2017 VARIANCE TO 2016

TRANSIENT ROOMS

50,712 52,287 50,430 -1,857 -3.6%

GROUP ROOMS

24,407 25,907 26,378 471 1.82%

TOTAL PAID ROOMS

75,119 78,194 76,808 -1,386 -1.77%

TOTAL REVENUE

11,524,759.00 $12,062,241.00 $12,055,015.00 $(7,226.00) -0.06%

AVERAGE DAILY RATE

$153.42 $154.26 $156.95 $2.69 1.74%

GROUP LEISURE

Social

Individual

Family

SMERF

Association

Corporate

Where did the business come from?

GROUP AND LEISURE ROOM NIGHTS

0

10,000

20,000

30,000

40,000

50,000

2014 2015 2016 2017

21,385.00 24,407.00 25,907.00 26,378.00

49,186.00 50,712.00 52,287.00 50,430.00

Group Leisure

Comparison by Type

REVENUE BY TYPE Total Property

2012 2013 2014 2015 2016

One Bedroom Condo

$23,456

$28,327

$28,891

$33,841

$34,504

12.5% 20.8% 1.9% 17.1% 2.0%

Two Bedroom Condo

$44,970

$49,279

$50,451

$57,861

$61,176

15.4% 9.6% 2.3% 14.7% 5.7%

Three Bedroom Condo

$60,030

$66,891

$68,649

$78,271

$83,002

14.6% 11.4% 2.6% 14.0% 6.0%

2017

$34,089

-0.6%

$60,365

-1.3%

$80,588

-2.9%

BY ORDINARY – ONE BEDROOM One Bedroom

2012 2013 2014 2015 2016

Padgett’s $19,850 $26,584 $24,503 $31,831 $30,521

Pelham's $25,243 $29,107 $30,577 $33,270 $31,235

Grave’s - - - - -

Pettus $25,514 $30,461 $30,993 $29,712 $36,579

Richmond’s $27,793 $25,963 $35,013 $40,728 $41,066

Anderson’s $36,912 $38,237 $41,564 $41,847 $45,072

2017

$30,622

$33,324

-

$31,880

$39,739

$48,363

BY ORDINARY – TWO BEDROOM Two Bedroom

2012 2013 2014 2015 2016

Padgett’s $41,143 $46,293 $45,426 $54,834 $54,307

Pelham's $45,513 $49,374 $50,527 $53,153 $58,362

Grave’s $43,965 $49,113 $52,988 $59,950 $62,441

Pettus $44,277 $47,154 $54,365 $55,034 $61,972

Richmond’s $50,124 $54,969 $56,341 $64,174 $69,443

Anderson’s $50,294 $57,064 $61,150 $65,133 $69,043

2017

$55,269

$55,597

$58,748

$57,457

$69,583

$73,217

BY ORDINARY – THREE BEDROOM

Three Bedroom

2012 2013 2014 2015 2016

Padgett’s $56,813 $63,941 $61,144 $72,987 $72,861

Pelham's $62,679 $66,119 $67,658 $72,384 $78,516

Grave’s $57,207 $64,868 $68,017 $79,040 $81,244

Pettus $58,515 $64,527 $68,244 $76,120 $84,055

Richmond’s $77,436 $80,642 $81,832 $85,621 $103,198

Anderson’s $67,707 $80,670 $87,406 $92,507 $98,214

2017

$72,498

$74,585

$76,589

$82,270

$101,852

$91,280

ALLOCATION OF RESERVATIONS


Room Type Bed Type Location Guest

Preferences

Room to

Assign

How do we assign rooms?

The unit with the lowest points at the time of assignment is given the

reservation.


POINT SYSTEM

Based on Actual Room Revenue

Weighs Room Revenue YTD

not occupancy

Comp stays are not assigned

points

Owner and Owner Guest

stays are assigned points tied to the “lost

opportunity” specific to the date of stay.

COMPLIMENTARY OVERNIGHT STAYS


Why do we comp rooms?

Promotional Group Market

Related Guest

Compensation Other

Since there is no room revenue associated with complimentary overnight stays, no points are assigned.


Each unit obligated to provide not more than six (6) comp nights per

room, per year.

2,448 Comp Nights per year based on 408 rooms

2,051 Comp Nights were authorized in 2017

2.2% of total occupied rooms

COMPLIMENTARY OVERNIGHT STAYS O

WN

ER C

ON

DO

S • 347 Total Rooms

• 85% of Inventory

• 2,082 Obligated Comp Nights

• 939 Comp Nights in 2017

• 2.7 Comp Nights per room KIN

GSM

ILL

CO

ND

OS • 61 Total Rooms

• 15% of Inventory

• 366 Obligated Comp Nights

• 1,112 Comps Nights in 2017

• 18.2 Comp Nights per room

MAXIMIZE YOUR INVESTMENT


SPRING BREAK KINGSMILL CHAMPIONSHIP

SUMMER TIME HOWL-O-SCREAM

CHRISTMAS TOWN


SHOULDER SEASONS

PEAK SEASONS

SHA

RED

REV

ENU

ES

SHA

RED

REV

ENU

ES

ROUTINE MAINTENANCE CALLS

MAINTENANCE CALLS INCLUDE

Guest Service

calls of less than 30 minutes

each

Materials of $10.00

or less

HVAC filter changes (4 times per

year)

Requests including plumbing, electrical,

appliances, etc.


One Bedroom Unit

• $300.00

Two Bedroom Unit

• $450.00

Three Bedroom Unit

• $600.00

$50.00 PER HOUR FOR ELECTRICAL AND HVAC


PREVENTATIVE MAINTENANCE

Caulk / grout tub and

shower areas Touch up paint

Appliance operations

Washer/dryer

Batteries in flashlights,

remotes, and safes

Plumbing HVAC work Check /

replace bulbs

Tighten all furniture,

fixtures and hardware

Pest Control


Dryer Vent Cleaning

Chimney Cleaning

Cost:

$123.50

2017 – 2018 PM Cycle Additions


One Bedroom Unit

• $404.59

Two Bedroom Unit

• $527.68

Three Bedroom Unit

• $649.77


• 1,2,3, 5-13,18-20,22,28,31 COMPLETED

• 14-17 COMPLETED IN

FEBRUARY

• 23,24,25,27,29 COMPLETED IN

MARCH

• 4,26,30,32,34,35 COMPLETED IN

APRIL


Average One Bedroom

• Revenue: $34,089.00

• Routine Maint.: $300.00

• Prevent. Maint.: $404.59

• Total Maint.: $704.59

Average Two Bedroom

• Revenue: $60,365.00



• Total Maint.: $977.68

Average Three Bedroom

• Revenue: $80,588.00



• Total Maint.: $1,249.77

AVERAGE MAINTENANCE COSTS

CONDO IMPROVEMENT

• 10 YRS

• 55 UNITS

• SHOWER PANS

• DOORS

• HVAC

• 15 YRS

• 37 UNITS

• 15 YRS

• 31 UNITS

KITCHEN APPLIANCE

SETS

WASHER AND

DRYER SETS

WATER HEATERS

OTHER

CONDO IMPROVEMENT

2017 HIGHLIGHTS

2017 HIGHLIGHTS • Group rooms were highest since 2008

• Transient rooms achieved all time highs in: Jan, Feb - Oct, Nov & Dec

• July transient rooms down (-1,072)

Rooms

• Sent 2,608,445 emails achieving a Good 15.5% open rate and an Excellent 20% click rate

Email Marketing

• Added video to booking engine. Revenue was up +0.5% to $6.4 M

Booking Engine

2017 HIGHLIGHTS • Craig Farrin - Director of Sales

• Michelle Lotts - Director of Event Management

• Elizabeth Grimes - Digital Marketing Manager

• Grant Kelly - Group Sales Manager

Staff

• Guest Rooms, Jet Skis, Golf Course Photos Videos

• Kingsmill content picked up by media outlets for online, print and TV placements

Public Relations

2017 HIGHLIGHTS

https://www.nbcwashington.com/

2017 CHAMPION LEXI THOMPSON

2017 HIGHLIGHTS

2018 Kingsmill Championship May 17 – 20

2017 HIGHLIGHTS

2012 2013 2014 2015 2016 2017 2018B % Chg 12’-18’

Tran Rm 43,112 47,776 49,186 50,712 52,287 50,430 52,184 + 21.0%

Tran ADR 149.23 160.09 170.64 172.71 173.73 178.41 181.95 + 22.0%

Tran Rev 6,433,656 7,648,663 8,393,929 8,758,470 9,083,821 8,997,216 9,494,879 + 47.5%

Grp Rm 23,555 22,657 21,385 24,407 25,907 26,378 26,450 + 12.3%

Grp ADR 106.42 107.31 108.21 113.34 114.97 115.92 112.82 + 6.0%

Grp Rev 2,506,806 2,431,348 2,314,158 2,766,289 2,978,528 3,057,738 2,984,089 + 19.0%

Total Rm 66,667 70,433 70,571 75,119 78,194 76,808 78,634 + 18.0%

Total ADR 134.05 143.11 151.73 153.42 154.26 156.95 158.70 + 18.3%

Total Rev 8,940,462 10,080,011 10,708,087 11,524,759 12,062,349 12,055,015 12,479,215 + 39.5%

From 2011: 59,348 total rooms at $7.9 M + 32.5% Rooms; + 57.7% Revenue

ROOM REVENUE TREND

GROUP ROOMS

2012 2013 2014 2015 2016 2017

Association 2,645 4,262 3,509 4,179 5,227 3,421

Corporate 10,715 10,939 11,817 12,877 12,911 13,931

Government 3,510 2,005 491 1,036 1,824 1,289

S.M.E.R.F. 5,129 4,133 4,221 5,006 5,049 6,592

Wedding 1,556 1,318 1,347 1,309 896 1,143

Total Group 23,555 22,657 21,385 24,407 25,907 26,378

2018 ENVIRONMENTAL SCAN

Williamsburg Lodge

Marriott’s Autograph Collection

Marriott Rewards and

National Sales

Williamsburg Inn

5 Star Rating

The Cavalier

March 2018.

Marriott Autograph Collection

The Hilton Main

60,000 square feet of IACC

space

Keswick Hall

Closed until Spring 2019

James City County

5,916 time share rooms

Usage is 27% of total up from 10% in 2007

STR REPORT – COMP SET 2010 2011 2012 2013 2014 2015 2016 2017

YOY % CHG

Occupancy

Kingsmill 39.8 38.6 43.2 45.6 44.5 49.4 53.3 52.7 -1.1%

Williamsburg 41.2 40.9 43.2 43.5 43.4 46.4 47.6 49.0 +2.9%

Comp Set 52.0 52.4 54.2 56.4 56.2 58.6 60.3 58.2 -2.7%

Rev Par

Kingsmill 66.81 67.79 76.65 84.48 85.60 97.48 104.50 105.57 +1.0%

Williamsburg 38.93 35.00 36.95 39.08 39.81 48.16 56.35

58.34

+2.9%

Comp Set 103.80 109.56 114.53 126.17 130.68 136.88 138.82 138.66 +0.3%

Rev Par Chg

KM vs Set -1.9 -3.5 +7.1 +2.8 -2.0 +7.1 +2.7% +0.7%

Comp set: Lansdowne, Hyatt Chesapeake, Hershey, Pinehurst, Homestead

2018 MARKETING GOALS

Create fresh content for

Kingsmill and Williamsburg.

Grow our Database.

Create interest to drive ADR in

season and occupancy in off season.

Increase booking lead

time.

Increase conversion.

2018 FOCUS SA

LES

AN

D

MA

RK

ETIN

G

Engage media to share our brand and story.

Attract prospects through SEO and keyword search.

Simplify website navigation.

Make it easier to book rooms from a mobile device.

Promote ‘Kingsmill.com’ as our primary marketing tool.

Engage social media for purpose of sharing their story.

Track and measure use of resort packages.

Use digital marketing to reach existing and new audiences with targeted offers.

2018 CALENDAR CONTENT

1ST QUARTER

• January Kingsmill’s Bright Future

• February The Club at Kingsmill

• March 7 Ways to Get In Shape

2ND QUARTER

• April Williamsburg is FORE Golf Lovers

• May Game. Set. Match - Kingsmill Tennis

• June Jet Ski The James

3RD QUARTER

• July Live the Kingsmill Lifestyle

• August Family Reunions and Special Occasions

• September Digital Detox

4TH QUARTER

• October One Perfect Weekend – Alone from Kids

• November Kingsmill by the Numbers

• December 7 Things that Make Kingsmill Special at Christmas

Advertising $ 808,000 + 3.1% o Online $657,000

o Radio $121,000

o Print $ 13,000

Fees & Production $ 127,000 + 17.6%

Public Relations $ 69,000 + 0.0%

Sales Related Events $ 57,000 + 6.7%

Website $ 31,000 - 29.0%

Email & Direct Mail $ 26,000 - 21.0%

Brochures $ 26,000 - 0.2%

Total Overall Expense $ 1,979,263 + 0.7%

2018 SALES & MARKETING BUDGET

Kingsmill Realty 2017 Performance

• Kingsmill Realty produced $49,000,000 in total sales volume within Kingsmill.

• Our nearest competitor produced $11,000,000 within Kingsmill.

Condo Sales

• 2016: 14 total sales – average price: $169,433

• Kingsmill Realty was involved in 8/14 transactions

• 2017: 8 total sales – average price: $ 276,625

• Kingsmill Realty was involved in 6/8 transactions

Currently on the Market

• 8 Resort Condo’s actively on the market

REAL ESTATE PERFORMANCE

Burwell’s Bluff is a new development

located in a pocket of land in between holes 16, 17, and 18 of the

River Course. Burwell’s Bluff provides some of the last river view Real

Estate that Kingsmill has to offer.

In 2018 we will break ground on a brand

new townhome product between holes 2 & 9 of the

River Course. These will include a first floor

master bedroom, 2-car garage, and

include a wonderful golf course view.

NEW DEVELOPMENT

ASSOCIATION MEETINGS

Archer Room

CCCA Breakout

Randolph Room

Padgett’s Breakout

Colston Room

Pelham’s Breakout

welcome new owners · marketing company with cendyn. moved digital marketing initiatives to dana...

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