november 19, 2011 - kingsmill resort · •2011 business review •2012 marketing plan ... • the...

November 19, 2011

• 2011 Business Review

• 2012 Marketing Plan

• Kingsmill Master Plan-Phase I Update

• Kingsmill’s 2011 AAA Rating

• Proposed Room Refurbishment Schedule

• Green Initiatives

• Q and A

• Lunch

• Association Meetings

This has been a year of many challenges:

Crazy weather

Uncertain Economy

Government Shutdowns

Consumer Confidence Crashes

Destination Travel Declines

Announced 10 Master Plan in July

Have begun Phase I of the Plan

Guest Service Results remained high

New Equipment purchased and installed

Added Jet Skies and Pontoon Rentals

Named Top Ten Golf Course in Virginia by

Golf Week Magazine

The Team has stablized

• 30 years specializing in the travel industry

• integrated resources from goal setting to measurement

• 125 staff members throughout the U.S.

website development and maintenance mobile

engagement

brand campaigns

social media

digital targeting

promotion

eCRM

• strategic planning in an integrated marketplace

• reaching guests throughout the travel planning cycle

• Richard Keurajian – VP Sales & Marketing • Bally’s Hotels

• Doral Resort – Miami

• Lansdowne Resort, VA

• Resort at Squaw Creek, CA

• The Woodlands, TX

• IACC Conference Centers • AT&T Conference Center, NJ

• Dolce Hotels & Conference Centers, NY

• Merrill Lynch Conference Center, NJ

• Crystal Springs Resort, Greater NY area

• Hyatt Hotels & Resorts, Princeton, NJ

• Wyndham Hotels & Resorts, Princeton, NJ

• Kingsmill Resort, VA

• Karen Garrett • Corporate, Regional Association, Key Accounts

• Tim Stacer • Corporate, VA State Association

• Tony Nichols • Corporate, Golf, SMERF

• Chris Kelley • Government, Local Corporate

• Kimberly Harrelson • Corporate, DC Association

• Open Sales Position • Corporate – NY, NJ, PA

• Claudia Rinaldi • Marketing Manager

• 8.4% increase in occupancy to 46.9%

• 16.3% increase in transient rooms to 43,012 room nights

• 31.6% increase in group rooms to 27,885

• Pre-book 15,000 group rooms for 2013 by the end of 2012

• Increase Facebook fans from 1,400 to 3,000

Integrate Marketing Agencies and Disciplines • Effective communication • Idea sharing and best practices • Measure results in team environment

Improve Measurement of Marketing Initiatives • Integrate media, eCRM, public relations, packaging, promotions, dining and special events • Track ROI through CTA, booking codes, landing pages, database, Public Relations

Optimize Kingsmill Resort Website • Develop content relevant to search, social media and link building. • Optimize promotions, ecommerce, RFP, RFI for vacation planning, groups and events.

Grow Social Media Presence, Fan Base and Activity • Create time sensitive and relevant posts to Facebook and Twitter • Offer value based promotions to increase “friend referrals”

Improve Database Management • eCRM • Segmentation • Leisure & Group

Launch New Pool, Marina Restaurant and Events Lawn • Align initiatives with timelines for vacation planners • Project updates, promotions and launch through eCRM, Social Media, PR,

offline/online media

Establish Sales Standards and Expectations • Productivity metrics • Expectations per territories, trends and needs of our business.

Transient • Commercial Retail (BAR) • Package

• Golf • Family • Spa • Couples • Holiday • Specialty

• Food and Wine • Cooking Classes • Chef Table

• Online Travel • Qualified Discounts • Local Negotiated • Government

Group

• Association

• Corporate

• Government

• SMERF

• Social

• Military

• Education

• Religious

• Fraternal

• Catering

Segment % of Mix Family 25%

Couples 12%

Golf 16%

Tennis 1%

Weddings 2%

Meetings 19%

Holiday 4%

Local 3%

Annuals 3%

Paid Search 11%

Ad Serving/Research 4%

100%

Online Audience Ad Networks

TripAdvisor

TravelZoo

Kayak/Sidestep

The Knot

Cvent

Starcite

MeetingsFocus

EliteMeetings

Mcmag

Offline Better Homes & Gardens Southern Living Virginia Living Washington Post CBS Outdoor AAA World Richmond Magazine Golf Magazine Golf Styles Virginia Golf Vacations Virginia Golfer Virginia Bride Meetings & Conventions Pharmaceutical Executive Meetings South Washington Business Journal Daily Press, VA Gazette Style Weekly Richmond

• Association Meetings • Annual

• Regional

• Board

• Committee

• Continuing Medical Education

• Law Firm Retreats

• Zone Meetings

• Team Building & Incentive

• Sales Meetings

• Marketing Meetings

• Product/Retail Meetings

• Foundation Board Meetings

• Education Conferences

• Leadership Development

• Plan of Action Meetings

• Associate Training

• Government Programs

• Religious Retreats

• Golf events, outings, getaways

• Virginia Society of Association Executives • Association Executives of North Carolina • Meeting Professionals International • Financial Insurance Conference Planner • Elite Meetings • MEET – Affordable meetings • M&C Showcase • DC, NJ and PA Golf Shows • Dulles Bridal Show

• Daily Business Review

• Weekly Sales Meeting

• Weekly Revenue Meeting

• Weekly One on One

• Weekly Pace and Productivity

• Weekly STR Report

• Site Inspections

• Business Travel

• FAM Trips

• SMART Plans

• Shopper Service

• Reader Boards

• Monthly Review • P&L

• STR Report

• Backlog and Pace

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

Q1 Q2 Q3 Q4 Total

2011

2012

• News, Updates, Announcements

• Travel Planning • Press and Media Visit

• Partnering with VTC

• Promotional & Special Event

• Special Interest Stories

• Supports Media Plan

• Marina Restaurant

• Resort Pools

• Cottages on the James

The Property’s Diamond Rating is Based on the Following Three Criteria:

Exterior & Public Areas

Guest Rooms

Guest Room Baths

Each Area is Rated Separately &

Each Area Accounts for One Third of the Total Score

The Rating of our Guestrooms and Guestroom Baths equates to 66% of the Total Score

Guest Room Score – 33%

Guest Room Bath Score – 33%

The Guestrooms Evaluated for the Property Rating Are Our “Standard” Guestrooms with Double Beds

Suites Are NOT Scored.

While “taken into consideration” in total property evaluation they are not used in Scoring our Standard Guest Room

Our qualifying Standard Guestrooms are:

The Side Bedrooms in Pelham’s Ordinary and Padgett’s Ordinary that have 2 beds

These Rooms are evaluated strictly as “lockouts”,

or as a Stand Alone Guest Room

Areas receiving a “5” Rating:

• General Curb Appeal

• Landscaping

• Main Entrance

• Decorative Enhancements

• Lobby

• Shops

• Business Center

• Meeting Rooms

• Exercise Room

• Spa

• Recreational Facilities

Areas receiving a “4” Rating:

• Building Design

• Parking

• General Décor

• Floor & Wall Coverings

• Illumination

• Signage

• Furniture

• Food & Beverage Facilities

• Swimming Pool

• Public Restrooms

• Indoor Plants/Flowers

Areas receiving a “3” Rating:

• Exterior (Room) Corridors

• Landscaping (Relating to Exterior Corridors)

Comments:

“Public buildings have impressive architecture but some guest room buildings are dated in style, lack design elements, and some have more simple landscaping”

“No elevators at guest room buildings”

Exterior & Public Areas Rating - 4.1

Additional .1 for Overall Impression

Additional .1 for Comfort/Design and Layout

Additional .1 for Condition

Additional .1 for Cleanliness

Total Score – 4.5

Sub-Rating Score “4”

Areas Receiving a “5” Rating:

• Ventilation

• Umbrella

• In-room Menu / Personalized Services

Areas Receiving a “4” Rating:

• General Décor/Style

• Wall Coverings & Ceilings

• Bed & Bedding

• Clothes Storage & Additional Storage

• Illumination

• Telephone, Internet, Other Electronics

• Television Type / Placement

• Guest Information

• Iron / Board

• Robes

Areas Receiving a “3” Rating:

• Free Floor Space

• Floor Coverings

• Wall hangings / Decorative Enhancements

• Window Coverings

• Furniture

• Work Space / Writing Surface

• Ice Bucket

• Coffee Maker

Areas Receiving a “2” Rating: • Seating

• Full Length Mirror

• Refrigerator / Mini Bar

Comments:

“Some double/double rooms have 1 armchair at desk only. Crowded between end of bed so lacks comfortable seating and movement”

“Padded vinyl ice bucket lacking upscale design. No refrigerator in hotel rooms. Coffee supplies not of luxury quality.”

“Some of the hotel rooms have limited free floor space & crowded room arrangement”

Guestroom Rating - 3.4

Additional .1 for Condition

Additional .1 for Cleanliness

Total Guestroom Score - 3.6

Sub-Rating “4”

Areas Receiving a “5” Rating:

• Makeup Mirror

Areas Receiving a “4” Rating:

• Sink

• Shower Fixtures

• Cabinetry

• Towels

• Soap / Amenities

• Facial Tissues

• Decorative Enhancements

• Telephone

• Hair Dryer

Areas Receiving a “3” Rating:

• General Décor / Style

• Free Floor Space

• Floor Coverings & Wall Coverings

• Ceilings

• Tub

• Shower Curtain / Door

• Vanity Size / Location

• Available Counter Space

• Mirror

• Other Fixtures

• Illumination

Comments:

“Limited free floor space, overall décor is attractive but

more casual than upscale. Lacking upscale equipment

such as granite & marble”

“Shower surround of average quality but does show

custom work & inlays”

“Mirror, Lighting & fixtures of average quality”

“Pedestal sink & pre-fab small table provide

limited shelf space”

Guestroom Bath Rating - 3.2

Additional .1 for Condition

Additional .1 for Cleanliness

Total Guestroom Score - 3.4

Sub-Rating “3”

Exterior & Public Areas - 4.5

Guestrooms – 3.6

Guestroom Baths – 3.4

Total Property Rating 3.8

Maintains a “4” Diamond Rating

The New Amenities and the Upgrades Will Further Strengthen the Exterior & Public Areas Score

However

An Ongoing Investment in Our Guestrooms and Baths is

Equally Important To Strengthen Our Score

In Late November 2007, a Multi Year Capital Plan Outlining The Projected Upgrades for the Rental Properties through 2014

was sent to all the Condo Owners

It Was Enclosed in the Packets Containing the

2008 – 2010 Rental Agreement and Was Specifically Referenced in the Cover Letter

This Plan was again Reviewed

in the January 2008 Condo Owner’s Meeting

YR

One Bedroom

Suite

Two Bedroom

Suite

Three Bedroom

Suite

Major Items To Replace

2007 4 0 0 0

2008 5 $4,825 $7,900 $10,300 Flat Screens, Beds, Make-Up Mirrors &

Washer/Dryers

2009 6 $9,235 $13,155 $16,620 Carpet & Soft Goods

2010 7 0 0 0

2011 8 0 0 0

2012 9 0 0 0

2013 10 $16,610 $22,355 $27,970 Carpet, Paint, All Furniture

YR One

Bedroom Suite

Two Bedroom

Suite

Three Bedroom

Suite Items

2007 4 0 0 0

2008 5 0 0 0

2009 6 $5,640 $8,060 $10,990 Flat Screen TV’s, Mounts,

Armoires, Carpet & Make-up Mirrors

2010 7 0 0 0

2011 8 0 0 0

• 2012 Bath Tub Resurfacing, Ice Buckets, Furniture “Medic”, Coffee Makers,

Sheer repairs

• 2013 Soft Goods, Upholstered Furniture, Washer & Dryers, Sheers, Mattresses

• 2014 None

• 2015 Case Goods, Carpet, Paint, Wall Hangings/Art

The Items listed in the Proposed Plan For 2012 Are Essentially

Misc. Furnishings and Non Standard Repairs.

These Will be Billed Separately as Any Standard Expense,

and Will Be Billed When the Work Has Been Completed.

Tub Resurfacing est. $115 to $350/tub

Sheer Repairs $60 to $120

Furniture Repairs $120 to $500

Misc. Furnishings – Ice Buckets, Coffee Brewers etc. $140 to $360

Scope and Payment Schedule will be completed and sent out by

Mid-March 2012 with Itemized Costs and Design

Authorization To Proceed With the Furniture Purchase

Will Be Required By May 1, 2012

Install to begin in January 2013 with Expected Completion

By End Of February 2013

Proposed 2015 Capital Plan will be presented at 2013 Annual Meeting

• Bachelor’s Degree in Applied Physics from Purdue University • Minor in Earth & Atmospheric Science

• Two Years working at an Environmental Consulting Firm

• Last 5 years working for Xanterra at Crater Lake N.P.

• Won 2006 NPS Environmental Achievement Award • Speaker at the Oregon Sustainability Board Conference • Member of the Crater Lake Fire Department

MATT FOLZ

“ecologix” at Xanterra

Parks & Resorts

• Death Valley Solar Project

• Yellowstone LEED Certified Buildings

• Green suites at Zion

DEATH VALLEY

SOLAR

YELLOWSTONE LEED BUILDING

• Kingsmill is unique • Not in a National or State Park

• One of the few properties Xanterra owns

• Rooms individually owned

• Environmental Initiatives Only Happen with the joint support of:

• The Resort Team • The Condo Owners

Will partner with the Corporate EHS to implement

environmental projects throughout the property

• Install laundry Ozone system

• Install pool ozone system for chemical reductions

• Energy efficient lighting conversions

• Recycling expansion across Resort

• Green Cuisine program

• Green pool heating

GREEN INITIATIVES FOR

KINGSMILL CONDO UNITS

• Propose we begin to work towards a “Green Suite” concept for guest rooms

• Learn from what has been done at other Xanterra and competitive properties

• Incorporate these ideas at Kingsmill to save energy and money for both the Condo Owners and the Resort and improve sustainability

• Stay competitive in the market relative to Green demands of our group and leisure guests

Zion N.P. Western Cabins

GREEN SUITE

CONCEPT EXAMPLE

Energy: • Lighting: All CFLs, super T-8s, and an LED task lamp • HVAC: Energy Eye HVAC control • Occupancy sensor • Key card system shuts off electricity when guest leaves room • 100 percent wind powered room • 15-kW Solar PV system • Educational materials on transit options available to guests

Water: • Low flow faucets and showerheads • Dual flush toilet • 3-Stage Carbon Filter at Vanity Basin • Linen Reuse program • Water bottle ban

Air quality: • Low VOC emitting carpet, paints, adhesives, sealants • Non-smoking room • Nontoxic cleaners used in rooms (all Green Seal certified) • No pesticides used in room

Waste: • Bulk dispensing of amenities/products • All Natural Biodegradable Soap, Lotion, Shampoo and Body Wash • In-room recycling

Materials: • Bamboo flooring in entry way • 80 percent recycled carpet (100 percent climate neutral) • Tissue and toilet paper made from recycled materials • Low VOC materials that are Green Label Certified. • Cradle-to-Cradle take-back program

Guest experience: • Organic bamboo linens (sheets, towels, pillows, comforters) • Complimentary organic fair trade coffee • Eco-friendly, sustainably produced soaps, shampoos, and lotions (non-animal tested, non-toxic Natural products)

Education and Outreach: • Sustainability report in room • Signage to interpret various measures

and sustainably harvested materials

ENVIRONMENTAL STATUS OF

CURRENT GUEST ROOMS AT

KINGSMILL

• Linen Re-Use Program in place

• Some Energy Star Rated Appliances

• Ecolab Cleaning Products used

Overall though, lots of opportunity remaining

• Switch to bulk amenities in guest rooms • Custom designed and labeled products for Kingsmill

• December/January conversion planned

• Add Sustainability Reports In-Rooms

BULK DISPENSING

Bulk Dispensers

• Eliminates waste created from individually packaged amenities

• All Natural Biodegradable Soap, Lotion, Shampoo & Body

Hotels that have transitioned to bulk dispensers

Ritz Carlton Hilton

Plaza Resorts Fairmont Magnolia Vail Cascade Limelight in Aspen Timbers Club

• Guest room lighting conversions for higher efficiency

• Solid waste reduction by adding recycling in guest rooms

• Establish higher efficiency water heater and HVAC replacement standards moving ahead

Install 100% Compact Fluorescent Bulbs • 75% greater efficiency • Last 13x longer • Saves $ on maintenance and

replacement

Install LED Nightlight Application • Guests use bath lights as nightlights

ENERGY CONSERVATION

FROM LIGHTING RETROFITS

Cost for retrofit offset by annual energy savings

SOLID WASTE REDUCTION

In-Room Recycling

• Less Trash = Less Trash Pick-Ups = $ Savings

• Possible comingled trash containers

• Possible dumpster vs. cans with reduced trash

• We will work with condo property managers to find best solution

• Occupancy Sensors (PTAC Controls)

• Key card activated systems

• Green renovations (use of green materials)

Install Automatic PTAC Controls and Occupancy Sensors.

Predicted to save

25% to 40% of energy

consumption in guest

rooms.

Radio

Frequency

Controlled

Programmed

Minimum and Maximum

Temperature Set Points

Install Automatic Keycard Lighting Controls.

Predicted to save

10% to 15% of energy

consumption in guest

rooms.

Radio

Frequency

Controlled Used with Existing

Keycard

GREEN RENOVATIONS

Follow Sustainable Design Guidelines for future renovations

1. We have a great opportunity to take what we have learned at other properties and incorporate them at Kingsmill to conserve resources

2. Several of the technologies used in the green suite concept will also save time and you money

IN CONCLUSION…

• Lunch in the Bray Dining Room

• Association meetings

1:30 Conference Center…Randolph Room

2:00 Padgett’s I II, III…Colston Room

2:00 Pelham’s…Archer Room

Happy Holidays

Yr One Bed

Suite Two Bed

Suite Three Bed

Suite Items

2007 4

2008 5

2009 6 $5,640 $8,060 $10,990 Flat Screen TV’s, Mounts, Armoires, Make-

Up Mirrors & Carpet

2010 7

2011 8

2012 9 $1,600* $2,200* $2,800* Bath Tub Resurfacing, Ice Buckets, Furniture

“Medic”, Coffee Makers, Sheer Repairs

2013 10 $6,500 $7,750 $9,000 Soft Goods – Upholstered Furniture,

Washer & Dryers, Sheers & Beds

2014 11

2015 12 $17,500 $26,000 $35,000 Carpet, Paint, Case Goods

& Wall Hangings/Art

YR One Bedroom Suite

Original Revised

2007 4 0 0

2008 5 $4,825 0

2009 6 $9,235 $5,640

2010 7 0 0

2011 8 0 0

2012 9 0 $1,600*

2013 10 $16,620 $6,500

2014 11 N/A 0

2015 12 N/A $17,500

Total $30,680 $31,240*

YR Two Bedroom Suite

Original Revised

2007 4 0 0

2008 5 $7,900 0

2009 6 $13,155 $8,060

2010 7 0 0

2011 8 0 0

2012 9 0 $2,200*

2013 10 $22,355 $7,750

2014 11 N/A 0

2015 12 N/A $26,000

Total $43,410 $44,010*

YR Three Bedroom Suite

Original Revised

2007 4 0 0

2008 5 $10,300 0

2009 6 $16,620 $10,990

2010 7 0 0

2011 8 0 0

2012 9 0 $2,800*

2013 10 $27,970 $9,000

2014 11 N/A 0

2015 12 N/A $35,000

Total $54,890 $57,790*