Best Practices in the Best Practices in the SMERF Market SMERF Market Presented by the Stanford SMERF TeamPresented by the Stanford SMERF Team

Ani Shahbaz - Hilton Woodland HillsAni Shahbaz - Hilton Woodland HillsMickey Kruse – Doubletree Suites by Hilton PhoenixMickey Kruse – Doubletree Suites by Hilton Phoenix

Sarah Thurman – Hilton Santa ClaraSarah Thurman – Hilton Santa ClaraLeslie Bauman – Hilton Washington Dulles AirportLeslie Bauman – Hilton Washington Dulles Airport

Crystal Douglas - Hilton CharlotteCrystal Douglas - Hilton CharlotteHeather Campbell – San Diego Marriott Gaslamp QuarterHeather Campbell – San Diego Marriott Gaslamp Quarter

April 2012April 2012

Effective strategies in gaining Effective strategies in gaining SMERF market shareSMERF market share

Involvement in industry events, networking, and hotel promotion (ABC, MPI, Bridal Involvement in industry events, networking, and hotel promotion (ABC, MPI, Bridal

Bazaars, Convention & Visitors Bureaus)Bazaars, Convention & Visitors Bureaus)

Maintaining strong relationships with venues and referral sources throughout the Maintaining strong relationships with venues and referral sources throughout the yearyear

Contact reunion planning companies Contact reunion planning companies

Blitzes to local churches, fraternal organizations, universitiesBlitzes to local churches, fraternal organizations, universities

E-blastsE-blasts

Responding to all leads within 24 hoursResponding to all leads within 24 hours

Contact National SMERF Managers for solicitation lists and opportunities to partner on Contact National SMERF Managers for solicitation lists and opportunities to partner on blitzesblitzes

Bi Annual Hotel Showcases/Client Reception – invite current vendors and future Bi Annual Hotel Showcases/Client Reception – invite current vendors and future potential clients you have been solicitingpotential clients you have been soliciting

Best Practices Best Practices For For social room blocks, we do sales calls to the surrounding area temples, , we do sales calls to the surrounding area temples,

churches, restaurants (that have private party space) and country clubs churches, restaurants (that have private party space) and country clubs and offer the event coordinators a 5% or 10% referral fee for and offer the event coordinators a 5% or 10% referral fee for recommending our hotel. Since some of these businesses and venues can recommending our hotel. Since some of these businesses and venues can not accept cash, we give them gift cards from stores like Target. not accept cash, we give them gift cards from stores like Target.

For the For the education market, we distribute flyers with special concessions and limited time offers and head to the campus mail rooms. Some schools have mail boxes for all of their clubs and organizations and leave flyers in these boxes every two months. We also have presence at trade shows and attend Grad Fest to meet with the graduating students and their families to discuss any Graduation parties and offer a special discounted Graduate room rate for their friends and family that will be attending.

For the fraternities and sororities we offer special concessions and a 5% we offer special concessions and a 5% rebate off the total revenue generated. Since these groups are always rebate off the total revenue generated. Since these groups are always looking to raise money for their clubs, it’s a great incentive.  looking to raise money for their clubs, it’s a great incentive.  

We use Google to find We use Google to find Church Retreats in the area and use Knowland in the area and use Knowland Reports for solicitations. Reports for solicitations.

Offer a complimentary Hospitality suite for reunions, weddings, Offer a complimentary Hospitality suite for reunions, weddings, etc. with an overnight room minimum.  etc. with an overnight room minimum. 

We have a referral flyer that we use with our Zoo, Botanical We have a referral flyer that we use with our Zoo, Botanical Gardens and the Shrine for any room and/or rehearsal events that Gardens and the Shrine for any room and/or rehearsal events that they refer to us.they refer to us.

We offer complimentary valet parking to guests who are hosting We offer complimentary valet parking to guests who are hosting their their holiday parties with us. with us.

““Christmas In July” to promote holiday parties and events. Clients Christmas In July” to promote holiday parties and events. Clients loved it!loved it!

Best PracticesBest Practices

SPORTS SPORTS Sarah Thurman, Hilton Santa Clara

SPORTSSPORTS Prospect: Prospect: All Universities (both local & not).All Universities (both local & not). See what teams they played on their website.See what teams they played on their website. Get team schedules.Get team schedules. Search online to see if the area hotels offer deals for them Search online to see if the area hotels offer deals for them

that we don’t.that we don’t. See who their staff is & try to get to know them.See who their staff is & try to get to know them.

Local Sports Fields & FacilitiesLocal Sports Fields & Facilities:: They advertise on their websites what groups have been They advertise on their websites what groups have been

there.there. Contact those groups for future bookings.Contact those groups for future bookings. Get to know their staff & go visit them to develop a Get to know their staff & go visit them to develop a

relationship.relationship.

Perks:Perks: Team Care Pack – We give this complimentary to all teams Team Care Pack – We give this complimentary to all teams

staying with us. It is a cooler with water bottles & snacks.staying with us. It is a cooler with water bottles & snacks. Complimentary room for Coach.Complimentary room for Coach. Complimentary Hospitality Suite, stocked with water & Complimentary Hospitality Suite, stocked with water &

cookies. The team can meet in this room before their game. cookies. The team can meet in this room before their game. Complimentary use of a TV/VCR. Complimentary use of a TV/VCR. Customized menus for the team.Customized menus for the team.

SPORTSSPORTS

Santa Clara is the future home of the San Francisco 49ers & possibly the Raiders!

This is something that all of the teams are excited to hear!

-Send a card to all of the coaching staff & coordinators (both local & visiting teams) with a picture of the sales team drinking cocktails that are

their “Team Colors.”

We are cheering them on and are their fans! This will get us on their radar!

IDEAS …

MORE IDEAS…

-Have their “Team Song” playing over speakers as they are checking in.

-If we know the dates that a team is coming to play at an area university, send a note card with the game date highlighted & let them know that their “Fans” (i.e. our hotel) would like to host them.

-Talk about them on our Facebook & Twitter accounts. Root them on in advance and say “Congrats!” for winning a game.

-Upon arrival or during a site tour, have drinks or cookies that are their team colors awaiting them.

-Invite the Coach to come back & stay at the hotel on his own time and offer a complimentary room to enjoy with his family.

-Have a specialty drink in the bar that is named after them during their stay.

STAND APART STAND APART

Stand apart so that they Stand apart so that they don’t even don’t even listenlisten to any other hotel’s offers. to any other hotel’s offers.

Be aware of the variety of local sporting events taking place in your area, such as golf, soccer, and softball tournaments, marathons, cheer competitions and more.

Check Websites such as:

www.eventful.com

www.active.com

MILITARY MILITARY Leslie Bauman, Hilton DullesLeslie Bauman, Hilton Dulles

Membership in organizations such as the RFN Membership in organizations such as the RFN

(Reunion Friendly Network) and YMRC, which give (Reunion Friendly Network) and YMRC, which give access to hundreds of plannersaccess to hundreds of planners

Outside sales calls to Local VFW groups – they Outside sales calls to Local VFW groups – they can advertise on website and on bulletin boardcan advertise on website and on bulletin board

Sending emails to planners on Memorial Day and Sending emails to planners on Memorial Day and Veteran’s Day to thank them for their service, Veteran’s Day to thank them for their service, and offer your service to them.and offer your service to them.

Customize your collateral and

proposals to the reunion planner, and highlight why

your hotel would be a great fit for their

reunion!

The Hilton Washington Dulles The Hilton Washington Dulles HotelHotel

Presents this Proposal to:Presents this Proposal to:

The Vietnam Helicopter CrewMember Association

Leslie Bauman, Sales Manager13869 Park Center Road, Herndon, VA

Direct:703-834-1991Fax: 703-478-9286

Leslie.Bauman@dulleshilton.com www.washingtondulles.hilton.com

You served our nation with You served our nation with Honor. Honor.

Please give us the Honor Please give us the Honor of serving you at your next of serving you at your next

reunion! reunion!

Leslie BaumanLeslie BaumanThe Hilton Washington Dulles HotelThe Hilton Washington Dulles Hotel

703-834-1991 (phone)703-834-1991 (phone)

Leslie.Bauman@dulleshilton.comLeslie.Bauman@dulleshilton.com www.washingtondulles.hilton.comwww.washingtondulles.hilton.com

Military Reunion ProspectingMilitary Reunion Prospecting

http://www.allmilitaryreunions.org/military.htm#top http://www.military.com/Resources/ReunionList http://www.militaryreunionplanners.com/ http://www.militaryconnections.com/

reunions_main.cfm http://www.militaryspot.com/resources/reunions/ http://www.thereunionbrat.com/ http://www.reunionfriendly.com/ http://barnacle-bills-ship-store.com/reunions.htm http://www.yourmilitaryreunions.com/

EDUCATION EDUCATION Ani Shahbaz, Hilton Woodland

Hills

Flyers are distributed every other month to

local university mailrooms to solicit group business

from faculty, staff, student organizations,

and athletics.

Sent via Constant Contact to

Fraternities and Sororities to promote

hotel and regional meetings/events.

WEDDINGS WEDDINGS Heather Campbell, SD Marriott Heather Campbell, SD Marriott

GaslampGaslamp

Wedding blocks for family and friends are a great way to capture weekend business and incremental hotel revenue, even if you are not hosting the reception or ceremony!

Secure the business– Get them to the hotel, invite for drinks and appetizers– Create rapport and CONGRATULATE them!– Spend time asking questions and listening (use our Signature Sales

Training!)

Promote your outlets!– Do they have rehearsal dinner plans yet?– Will they be gathering for cocktails before the rehearsal dinner?– Farewell brunch the morning after?

Highlight Logical & Emotional Benefits of your Hotel– Custom weblink – ease of booking!– Location – On-site Sales and CS contacts to assist – Superb service– Pre-post nights available to make it a vacation for their guests– Activities in the area

Offer custom packages & value adds– Value add and “FREE” and “COMP” are attractive to the bride & groom– Gift bag distribution at check-in– Custom Wedding Package offered

Reserve 10 rooms or more for your family & friends and receive:  

- One complimentary suite upgrade

- One complimentary valet parked car

- Complimentary Breakfast for Two in our restaurant, Soleil @k or via Room Service.Book your Rehearsal Dinner,

Reception or Sunday Brunch with us and receive

15% off your menu

(excluding alcoholic beverages).

Also enjoy complimentary valet parking for your event.

660 K Street | San Diego | CA | 92101

P 619.446.6037www.sandiegogaslamphotel.com

Celebrate in Style at the Marriott Gaslamp Quarter

Sample Wedding Collateral

FAQ’s for Brides & GroomsFAQ’s for Brides & Grooms……Not your average meeting planner!Not your average meeting planner!

Thank you for considering the Marrriott Gaslamp Quarter as your preferred hotel for you and your wedding guests! We are delighted to welcome you and your guests as you celebrate this memorable occasion. We are at your service to answer any

questions or concerns. Below are frequently asked questions and answers regarding wedding blocks.Why do I need to sign a contract?

A contract guarantees the discounted rate until your cut-off date (typically 3-4 weeks prior to your wedding) for the blocked number of rooms for you and your guests, regardless of the occupancy and rates of the hotel as it gets closer to your wedding.

Am I responsible if my guests cancel their reservation?You are held responsible for 90% of the rooms that you contract.

For example, if you contract 20 rooms for one night, your guests must reserve and use 18 rooms (90%) for one night. If your guests only reserve and use 15 rooms, rather than the contracted number of 20 rooms, than you are responsible for those 3

rooms that did not book. We would charge you the room and tax for those 3 rooms.In order to avoid additional charges, we highly recommend that you do not over contract for the number of rooms you project

you will need. We can add more rooms to your block based on availability at the time of request. Why do you need my credit card?

In order to guarantee the rooms at your contracted rate, we require that you complete our Credit Card Authorization form, and provide a clear copy of the credit card and the cardholder’s ID. The credit card provided will NOT be charged; it is for a

guarantee only. In the event that you completely cancel your room block, or end up in attrition, we would notify you in advance and use this card as a method of payment.

WHEN and HOW will my guests be able to start making their reservations? Upon receipt of the signed contract and completed credit card authorization form, we will add your wedding block into the

Marriott Reservation system. This typically takes 3- 4 days. Guests can book their reservation by calling our main reservations line: 1-888-800-8118 and asking by name for your Wedding

Block, (i.e. “Smith-Anderson Wedding”).We can also create a customized weblink for you to add to your wedding website that will direct them to our website, with your

discounted rate already entered.What if my block fills up and I need more rooms?

We check the number of reservations booked in your block every few weeks. If the block does fill up, we can add more rooms based on hotel availability at the time of the request. The additional rooms will not be added to your contract, and you will not

be responsible for them.Questions?

Contact Heather Campbell - Sales Manager 619-446-6019 heather.campbell@gaslampmarriott.com

RELIGOUS RELIGOUS Ani Shahbaz, Hilton Woodland HillsAni Shahbaz, Hilton Woodland Hills

Promote referral program at local temples, churches, and mosques

-Do they host retreats? -What other events do they plan?

Sales Blitzes

Utilize Google searches and Knowland Group

Constant Contact is a Constant Contact is a great tool to send email great tool to send email

blasts. blasts.

This was sent to RCMA This was sent to RCMA members from the list members from the list of members in their of members in their

book.book.

Additional SMERF business to capture

Milestone Birthdays Holiday parties Bachelor/Bachelorette parties Golf, spa weekends Anniversaries

REMEMBER, SMERF business can always result in additional

pull through revenue for our hotels and outlets!

Thank you, and Happy Selling!Thank you, and Happy Selling!