HARBORVIEW CENTER 2002-2003 MARKETING PLAN
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Harborview Center
2002/2003
Marketing Plan
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Managing Facilities Worldwide
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HARBORVIEW CENTER
2002-2003
MARKETING PLAN
OVERVIEW
During the next fiscal year, Global Spectrum's marketing and sales efforts for Harborview
Center will focus on the growth of event bookings in specific markets proven to be a good match
for the facility's space and services. This year, again, we will focus on creating a long term one
on one rapport with potential customers. Relationship selling will allow the sales staff to better
qualify the potential customer needs to get new business and nurture our established repeat
business base. Continued strong relationships between clients and the Harborview Center staff
will create more lucrative revenues. Entering our 2002/2003 fiscal year, the markets showing the
highest growth potentials are as follows:
. Associations
Associations with an educational or product information base that hold multiple day
events. The focus will be on both national and state Associations.
. Corporate
This market is growing on a national and local level after September 11. Meeting
planners are finding the willingness to travel and the function budget levels rising. This
is the most diversified market in that corporations hold many different types of functions
to include: tradeshow, seminars, employee and board meetings, conferences and social
events.
. Religious
Most religious conferences require a large amount of space for general sessions with
breakout rooms. Religious conventions often require exhibit space.
. Consumer and Public Shows
This market is the fastest growing market at the Harborview Center due to strong
relationships with current clients, resulting in repeat business and new shows through
word of mouth.
. Social
The local community and Tampa Bay businesses are increasingly made aware of the
quality of our services and space potential. Food and beverage has proven to be a major
source of income for the facility with an increase in the number of social functions and
fundraising events.
. Non-profit
We are committed to support the local community by assisting non-profit organizations
with fundraising efforts by offering reduced rates for meeting space and equipment rental.
We are counting on the facility's exposure during these events to generate top dollar
business out of the "low revenue" events.
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Number of Events:
Fiscal 97-98 Fiscal 98-99 Fiscal 99-00 Fiscal 00-01 Fiscal 01-02
Conventions, Conferences,
COIporate Meetings ]59 32% 214 34% 221 35% ]80 30% ]96 31%
Consumer/Public Shows 43 9% 63 10% 72 11% 91 15% 104 17%
Civic Meetings 51 10% 81 13% 80 12% 62 10% 64 10%
Social Functions 165 33% 214 34% 222 35% 142 24% ]47 23%
City, Parks & Rec 69 14% 13 2% 20 3% 75 13% 68 1]%
City Departments 10 2% 45 7% 27 4% 48 8% 51 8%
TOTALS 497 100% 630 100% 642 100% 598 100% 630 100%
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GROWTH STRATEGIES
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In order to increase the number of bookings in all markets, we will reinforce our efforts in the
following areas:
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. Industry convention participation
. Advertising in targeted industry magazines and other means of advertising
. Relationship with hotel partners, Chambers of Commerce, local organizations
. Partnerships and co-sponsorships of special events, fund-raisers
. Promotional efforts
INDUSTRY EVENTS
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The Harborview Center's sales team will be attending a series of key industry trade shows and
conferences to network and bring in new business to the facility.
List of show in this year's budget:
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3/03
6/03
7/03
8/03
10/03
11/03
12/03
Corporate Travel World
Springtime in the Park
Meeting World Corporation
ASAE
Quest Corporation
Quest Corporation (Association)
IAEM
New York, NY
Washington, DC
New York, NY
Honolulu, HI
Minneapolis, MN
Washington, DC
Orlando, FL
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We will attend some of the shows in partnership with the St. Petersburg/Clearwater Convention
and Visitors Bureau in order to maximize our marketing dollars.
Total travel budget:
Total membership:
$15,000
$ 4,500
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ADVERTISING
Studies show that the modern meeting planners are directing their search for meeting sites to the
web. The Harborview Center has developed a dedicated website to fulfill their information
needs. The Harborview Center is listed with the Meeting South Magazine website, offering
meeting planners hot dates and hot rates.
Magazine and directory adds for 2002/2003:
. Tampa Bay Chamber of Commerce
. Convention South Magazine
St. Petersburg/Clearwater Section
Annual Directory
Tradeshow venues
National Association of Consumer Show
Annual Connection to Their Website
Florida Society of Association Executives Resource Magazine
Convention Issue - annual Meeting
Directory
. Tampa Bay Business Journal Book of Lists
. Guide to Facilities
. Meeting South Magazine
. Meeting Guide To The South
. St. Petersburg/Tampa Special Issue
. Southern Association of Executives Managers
Total Advertising Budget: $15,000
Incentive (Global Spectrum) $ 9,000
Harborview Center advertises with St. Petersburg/Clearwater Convention and Visitors Bureau in
their Meeting Planner Resource Book. This organization is refers business leads to the
Harborview Center and conducts site inspections of the facility throughout the year in order to
include The Harborview Center in city wide events.
Total cost to The Harborview Center $ 0.00
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FOOD AND BEVERAGE ADVERTISING EFFORTS
The Harborview Center has become a popular spot for hosting wedding receptions. We are
looking to bring the number of wedding receptions to 25 from 17 in the 2002/2003 fiscal year.
The Clearwater Room is the most requested room and our brides book their weddings from three
months to twelve months out.
We will be advertising in the following publications:
. The Knot Wedding Pages
. The Perfect Wedding Guide
. The Tampa Tribune
. The St. Petersburg Times
. weddinglocations.com
$ 2,400
$ 2,400
$ 250
$ 500
$1,333
Total $6,883
MARKETING TOOLS AND STRATEGIES
. Postcard mailings
. Promotional video
. Trade shows
. The Purchase of mailing lists from various organizations
. Rack brochures
. Market letter
. Flyers
. Golf tournaments for networking
. Client lunches
. Sponsorship of offsite coffee breaks
. Gift bags to neighboring hotels
. Participation in chamber events
. Participation in Convention and Visitor Bureau events
. Participation in community events
. Sponsorship of fund-raisers
. Memberships to networking organizations
NEW MARKETING TOOLS
. Info Vision display
. News satellite on top of building
Channel 10 will mention the Harborview Center when broadcasting from this site
. The sale of advertising space on street side marquis
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ECONOMIC IMPACT
We are projecting that the increasing number of out of town groups will generate an economic
impact of $6,000,000 for the City of Clearwater.
REVENUE PROJECTIONS
We are expecting our business to grow over the next year due to the recovery of the economy
after September 11. Meeting planners are more willing to travel and anticipate their function
budgets to increase.
As the number of events increases, along with attendance, The Harborview Center will be
exposed to a larger number of potential clients.
MARKETING BUDGET
. Advertising: Global Spectrum $15,000; Boston Concessions Group $ 6,883
. Promotions $ 6,000
. Printing $ 3,000
. Travel $15,000
. Training, Seminars, Conferences $ 6,500
. All Memberships $ 4,500
Total $56,883
Global Spectrum (incentive) $ 9,000
Total $65,883
CONCLUSION
The sales team at the Harborview Center, through marketing efforts and client relations, will
work to make the Harborview Center the facility of choice in all markets. We are dedicated to
making the coming year the most successful year ever.