vancouver community college degree (2012 linkbc case competition)
DESCRIPTION
This is the presentation from the VCC degree team at the 6th Annual LinkBC Case Competition. They were challenged with creating packages for a Coast Hotels & Resorts property drawn at random. The packages had to attract new visitors to the region during the off season.TRANSCRIPT
Packaging Tsawwassen
Vancouver Community College DegreeAnnette Lee, Kimberley Lennox, Richard Funk & Tiffani Mai
Coast Tsawwassen Inn
• “Facing the sea”• 90 rooms• 3.5 Star Hotel• 5 minutes away from ferry terminal
Coast Tsawwassen Inn
• Ferries• Paintball• Point Roberts – US border• Boundary Bay Regional Park• George C. Reifel Bird Sanctuary
Coast Tsawwassen Inn
19%
63%
11%
6%
1%Occupancy
US MarketsBCAlbertaOntarioQuebec
Key & Target Markets
Natural History
• Admission to either: • Qway-Aathia’s Museum • George C. Reifel Migratory Bird
Sanctuary• Shuttle to & from hotel
Cost $109 Rate $129Profit $20 (15.5%)
Couples Retreat
• Winery tours & tastings• Wellbrook Winery• Westham Wines
• Prix fixe dinner for 2• Wine pairing of choice• Gift basket
Cost $244Rate $299Profit $55 (18%)
Coast to Coast
• Accommodation at Coast Tsawwassen Inn & Coast Victoria Harbourside• Shuttle service between
hotels & BC Ferries terminals• $200 restaurant credit
Cost $288Rate $349Profit $61 (9.5%)
Themed Getaways
Cost $ 69 - $129Rate $109 - $189Profit $40 - $70
Key Stakeholders
Local Stakeholders• Coast Hotels (Victoria Harbourside)• BC Ferries • Tsawwassen Paintball• Tsawwassen Srings Driving Range• Wellbrook/Westham Wineries
Broader Stakeholders• BC Tourism• Chamber of Commerce of Tsawwassen
Distribution
Families:• Mom Blogs• Pinterest/Instagram• Radio advertisements
Seniors:• BCAA- Westworld Magazine• Trip Advisor• Anderson Vacation
Thank you to Coast Hotels, HOST 2012, Mentors & Judges
References• Photos
– Senior – http://www.examiner.com/article/seniors-who-exercise-live-longer-happier-and-healthier-lives-according-to-a-new-study
– Family - http://www.gpb.org/todays-families-the-wonder-of-toddlers– Wellbrook Winery - http://wellbrookwinery.com/site/gallery.html– Tsawwassen Background - http://www.tsawwasseninn.com/photo-gallery/page/3– Coast Tsawwassen Inn Bacnground - http://tsawwassenrealestate.ca/about-tsawwassen-real-estate/– BC Ferries - http://www.bcferries.com/– BC Ferries Logo - http://www.softlandings.com/what-you-need-to-know/travel-transit/travel-and-transit/– Coast Harbourside Hotel & Marina–
http://www.coasthotels.com/hotels/canada/bc/victoria/coast_victoria/photogallery– Coast Bastion Inn - http://www.coasthotels.com/hotels/canada/bc/nanaimo/coast_bastion/photogallery– Qway-Aathia's Native Art Gallery -
http://www.aboriginalcanada.gc.ca/abdt/apps/vats2.nsf/vAllCompaniesByID/ACCR128.html?OpenDocument&lang=en&caller=3
– Humming Bird (Reifel Bird Sanctuary) - http://www.reifelbirdsanctuary.com/thesite.html– Polarbear Swim - http://www.insidevancouver.ca/2011/12/28/dive-into-2012-vancouver-polar-bear-
swim-january-1/– Driving Range – http://www.meadowoaksgolf.com/images/Img5.png– Pintrest Logo – http://www.pintrest.com– Instagram Logo - http://beblogalicious.com/2012/09/blogalicious-is-on-instagram-and-socialcam-by-
brothatech/instagram-logo/
References• Secondary Research
– Delta Tourism Strategy Report - http://www.corp.delta.bc.ca/assets/HRCP/PDF/delta_tourism_strategy_report.pdf
– Tourism BC’s Five Year Strategy - http://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdf
– Pintrest Quote - http://mommarkettrends.com– Weekend Package
• http://www.corp.delta.bc.ca/EN/main/residents/recreation_and_parks_services/147/sdrc.html#schedule
• http://www.tsawwassenpaintball.ca/ • http://golf.tsawwassensprings.ca/golf/driving-range/ • http://www.vancouversun.com/life/Tsawwassen+32nd+annual+polar+bear+swim+draws/5936315/
story.html
– Coast to Coast• http://www.coasthotels.com/hotels/canada/bc/victoria/coast_victoria/packages_and_specials/sail
_and_stay
• http://www.bcferries.com – Couples Retreat
• http://wellbrookwinery.com/ • http://www.westhamislandwinery.com/purchase.html
– Natural History• http://www.reifelbirdsanctuary.com/