Our new client, the hotel’s owner, was waiting for us as we walked into the lobby for the first time. He appeared tired and frustrated. He said, “Please help me get back my successful hotel.”
His 235 unit, full service hotel had had its economic rug pulled out from underneath.
This two story property was built on a site selected for its proximity to a large GM manufacturing plant. As a result, our client had enjoyed two decades of profitable RevPAR.
Each week a small army of suppliers, trainers, dealers, vendors, and corporate managers descended on this hotel. Unfortunately, when General Motors closed the plant and laid off 3500 employees, everything changed.
Occupancy, traditionally in the 80s dove down into the 30s. Function space, traditionally vibrant with meetings and events sat under used.
The densely wooded surroundings, once a feature, were now an overnight sales obstacle. Prospects and locals could simply not see the hotel from the main road.
For years, large directional signage was not necessary. Why? The legion of regular, repeat guests knew exactly where the hotel was.
Unfortunately, over the years, the local government imposed several commercial signage regulations. When new signage became urgent, the property had nothing to “grandfather in”.
Due to their success, the hotel infrequently responded to sales leads, group requests or RFPs provided by their national franchisor’s sales team. As a result, these opportunities just stopped coming.
Direct sales to…