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Spanish Peaks Resort Retreat from the Ordinary!. Brian Dolan Rob Salaki Frank J. Bruno Chris Joyce Erin Flanagan. History. Founded in 2002 Private Golf/Ski Community Old Indian Crow legend Abraham Lincoln. Situation Analysis. Second/Third Home Social Appeal for “Montana” Untamed west
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Spanish Peaks ResortRetreat from the Ordinary! Brian Dolan Rob SalakiFrank J. Bruno Chris Joyce Erin Flanagan
History • Founded in 2002 • Private Golf/Ski Community • Old Indian Crow legend • Abraham Lincoln
Situation Analysis • Second/Third Home • Social Appeal for “Montana” • Untamed west • Escape from Busy life to serenity • “Get Away”
Prospect • Who: Philip Vanderwall • Where: From Connecticut • Why: (same as in Situation Analysis) • How: Informed through Direct Mail
Why Spanish Peaks? • Last undeveloped western ski market • First Entry, unspoiled Montana • Heritage – Yellowstone National Park • Hotness, great appeal • Remote but not removed
Marketing Mix • Product • Price • Place • Promotion
Promotional PlanAdvertising • Use New and Current Ads • Magazines • Wall Street Journal • Painted Posters • “Built-out” ski areas
Sales Promotion • General Motives • GMC Celebrity Pro-Am Golf Tournament Bottom Line Attraction + Awareness = Advancement
Past/Present July 2004 80 members Clubhouse Completion $37 mil. Infrastructure Improvements Summer 2004 Future Spring 2006 296 members Lodge Completion Marketing Objective