Jumer's Casino Rock Island - Rock Island, IL
Situation
Courtesy of JumersCRI.com
Prior to the riverboat casino opening in downtown Rock Island, Illinois, the adjacent two blocks on the riverfront was 80% abandoned and many store fronts were closed and boarded up. This area was the least desirable location of the four cities along the Mississippi River making up the Quad Cities. On the Illinois side was Rock Island and Moline. On the Iowa side was Davenport and Bettendorf.
Our Research
Our research supported the idea that a substantial downtown redevelopment project and a safer environment were required to insure the success of the new riverboat casino project.
Our Strategy
Following a major clean up of this area, including improved street lighting for visitors to feel safe, we created a series of festivals and special events. These were used to increase visitation, businesses and residents. We joined with the local merchants and created what is still today known as THE DISTRICT.
Results
Hundreds of thousands of visitors came to The Rock Island District the first year. This helped spur a $70 million downtown redevelopment over the next three years. Today, their building occupancy is over 90%. This “Growing Business Together” strategy has become an industry model for cooperative private and government partnership. The Casino Rock Island project flourished after the first year of operation increasing its market penetration by three times.
Hawks Cay Resort - THE FLORIDA KEYS
Situation
Courtesy of AllGetaways.com
A 250 room resort located in Marathon, Florida Keys suffering from low occupancy and on the verge of developing major expansion. The challenge was to increase occupancy and ADR while launching a dynamic real estate development along the fringe waterfront areas.
Our Research
The resort had many attractive leisure and group attributes, but needed a “marketing hook” and a “top-down” internal infusion of guest service programming. There was no International sales effort and a weak group meeting market segment.
Our Strategy
We took Hawks Cay's “swim with the dolphins” existing attraction and transformed it into an innovative corporate training program “Learn with the Dolphins”. This exciting metaphor focused on the positive re-enforcement of company employee behaviors through goal setting and reward mechanisms. We also launched an International sales effort in conjunction with the existing Key West efforts.
Results
This approached was embraced by management, staff and guests alike. The resort expanded over several hundred units and was featured in the world-wide “Successful Meetings” magazine as the most innovative corporate retreat training program of the year.
The Enchantment Resort - Sedona, AZ
Situation
Courtesy of EnchantmentResort.com
This beautiful Arizona resort was known for its serine location among the red rocks of Sedona situation at the mouth of the Boynton Canyon. New ownership was committed to rejuvenate this unique product and elevate it to a world-class destination resort.
Our Research
The cultural link between the Yavapai Native American tribe and the location of the resort at the mouth of the Boynton Canyon (the birthplace of the Yavapai tribe) proved to be of great significance to visiting guests.
Our Strategy
We believed it was essential to provide the visiting guests with the most exceptional guest experience in the world. Nestled among the vermillion cliffs of the “birthplace of the Yavapai Indians” was a five-star potential resort experience. We helped to integrate the management and staff focus on this cultural experience.
Results
Within two years, the Enchantment Resort was recognized as the number one resort destination in the State of Arizona and its multi-million dollar Miiama Spa the best spa in the world.
THE COVE – PORT CANAVERAL, FL
Situation
Courtesy of PortCanaveral.com
The Diamond Royale casino ship was opening in the Port of Canaveral with a target audience in Orlando — a one-hour drive west.
Our Research
It was obvious, the local restaurants, fishing charters, night clubs and excursion vessels were not united as a destination.
Our Strategy
Engage the local businesses on the waterfront, combine the individual advertising budgets and launch "The Cove," an exciting waterfront entertainment destination targeting the land-based Orlando metro areas.
Results
The Cove was a huge success with hundreds of thousands of visitors every year. Additional restaurant and night club venues opened. The Diamond Royale was a huge particular success for the Iowa-based owners.