You are the director of sales and marketing for Dew Point Resort and Conference Center, a large resort located in a popular tourist town. Dew Point Resort and Conference Center has 300 guest rooms as well as ample meeting spaces and ballrooms. The resort also holds five swimming pools, three water slides, a spa and wellness center, fitness center and over a dozen food and beverage outlets.
Rates at Dew Point range from $500-$2000/night depending on room type and season. Guests also pay $49/night for valet parking or $29/night for self-parking. The water slides and swimming pools are open to all guests and shaded cabanas are available to rent for an additional fee of $300/day.
Several times a year, the hotel is at full occupancy due to corporate clients using the conference center for meetings and using room blocks for attendees. This leaves most of the property’s amenities vacant.
The general manager wants to begin marketing Dew Point Resort and Conference Center as a tourist attraction. The general manager wants to draw tourists staying at other properties to come to Dew Point Resort and Conference Center for activities rather than for lodging.
The general manager wants you to create day passes for tourists and locals to use for “daycations.” The day passes will give tourists and locals an opportunity to enjoy Dew Point Resort and Conference Center’S amenities without being a resort guest. The general manager wants you to create a day pass, determine what all is included, set the price and also create an upgraded day pass that includes bonus products or services.
In addition, the general manager wants you to determine the best communication channels to use in order to reach tourists within the city and how to market the Dew Point Resort and Conference Center day passes as a daycation destination.
