PRIMARY GOALS

To provide a study that will determine the marketability of a proposed or existing hotel. The study will be supported by customer survey feedback, an analysis of supply and demand factors in the area, a competitive analysis of existing and future developments, and a preliminary market positioning strategy.

The study will contain the following information:

1. Demand Analysis. Existing and potential sources of hotel users will be identified and quantified to determine hotel demand in each of the following market segments:

• individual business travel, both foreign and domestic
• local corporate meetings and seminars
• state, regional and national association meetings and conventions
• individual vacation and leisure travel
• travel agent bookings

Further, existing and potential Convention Center users will be identified and quantified to determine hotel room night demand, where applicable.

2. Competitive Analysis. A detailed competitive survey will be conducted on existing and proposed hotels. This survey will include the following information: occupancy, average rate (when available), market segmentation, size and description of facilities, mid-week vs. weekend occupancies (where applicable), amount of occupancy derived from Convention Center business, and strengths and weaknesses of each facility.

3. Customer Analysis. Interviews will be conducted with key, decision-making meeting planners and individuals in each of the above mentioned market segments. Meeting planners will be asked to discuss the services, facilities, amenities, and ambiance desired in a new facility. Further, they will be asked how extensively they would utilize the facility they describe.

4. Preliminary Marketing Position and Strategy. Based on the above analysis of information, a preliminary marketing strategy will be offered. The recommendations will include: target market segments that will yield the highest return on time invested; proper utilization of Convention Center business; methods to distinguish the facility from existing competition; and suggested positioning in the marketplace.