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Collaborating with Conferences
By Kevin Reading and Merrill
MarkerMay 31, 2015
Overview
• Where we were• Establishment of a Hospitality Services
Department• Building the right Conference Service
Team• Establishing Partnerships•Campus Connections•External• Hospitality Marketing• Where we are now
Where we were: Summer 2010
Housing Revenue $-
$0.43
$0.85
$1.28
$1.70
$2.13
$1.66
$1.39
$1.11 200820092010
Bed Nights0
9000
18000
27000
36000
45000
3545433870
28210
200820092010
In Millions
Establishment of Hospitality Services
• Establishing of Hospitality Services within Auxiliary Services
• Conference Services (Student Affairs)• USD Catering (Business Services)• La Gran Terraza Restaurant (Business Services)
• Hiring New Positions• Director of Hospitality Services• Catering Sales Coordinator*
- USD Catering- La Gran Terraza Restaurant
Why Hospitality Services
By combining Conference Services and Catering we are able to make business decision based on the overall value of a program to the University as opposed to individual departments. This applies beyond Conference Services and Catering.
Goal of Hospitality Services:
• Drive Revenue unrelated to Students
Building the Right Team: Conference Services
• Build a Sales Focused Team•“One stop” experience for the guest•Sales through service
• Management•Director of Conference Services (FT)•Operations Manager (FT)•Office Manager (Dining Manager Summer Only)
• Student Staff (Seasonal)•20-25 Staff•Specific Job responsibility•Housing•Dining•Billing•Meeting
Establishing Partnerships: Campus Connections
• Partner with non-sales people•Attend trade shows/conferences together•Assist with staffing trade show booths•Offer to host a pre-planning meeting•Assist with Campus Tours
• Assist Independent Venues in Selling Space•Understand their needs•Respect the efforts they have made•Initiate the concept of compromise•Everyone gives a little
•Offer Sales and Marketing Support
Establishing Partnerships: Campus Connections
• Offer centralized billing•Convenient for clients•Convenient for campus
• Work with central scheduling to relocate internal programs freeing up conference space
• Become known on campus•Volunteer for Committees and Special Projects•Ensure campus knows the overall value of Conference Services•Impacts more than housing and dining
•Do favors where you can
Establishing Partnerships: Campus Connections
• Enlist the aid of non-traditional partners•Public Safety•Facilities•The Immaculata
Establishing Partnerships: Campus Connections
• Specific Department Connections• Athletics• Professional and Continuing Education
• Partner to develop programs with an educational component
• KIPJ – Prior to 2012 space at the KIPJ was not available to Conference Services in 2014 an additional $24,753 was generated in facility fees.
Establishing Partnerships: External
• US Sports Camps/Nike•Act as liaison between client and campus•Act as liaison between client and outside facilities•Set goals as partners and assist each in getting to those goals• Since 2012 went from (1) Sport to (10) • 569% percent increase in participants (170 to 870)
• Additional Partnership Opportunities•Developed an incentive to drive bed nights•Volunteering at a conference
Hospitality Marketing
• Weekly Conference Marketing Meeting•Discuss new sales leads•Discuss current and new marketing opportunities
• Annual Hospitality Fair•Introduce campus to services•Campus Offerings•Off Campus Partners
• Unique Venues• Print Advertising•Targeted for specific market segments•Religious•Sports Camps
Hospitality Marketing
• Tradeshows (reverse)•Rejuvenate (Religious)•Collaborate (Corporate)•SYTA (Student Youth Travel Assn)
• Developed a web-site separate from the University
• Maintain a social media presence• Participate in meeting planning and other
industry associations• Join the local CVB/Tourism Board
Where we are: Summer 2014
Connected Revenue for other USD Departments
2011 2013 2014
Dining Services $ 529,381
$ 795,324 $ 918,777
Catering $ 122,634
$ 409,915 $ 423,242
Sub Total $652,015
$ 1,205,239 $1,342,019
Athletics $ 69,410 $ 80,594
Parking $ 30,695 $ 16,657
Room Rental $ 26,875 $ 38,903
Public Safety $ 9,071 $ 7,978
Trams $ 2,604 $ 1,838
Sub Total $ 74,503 $ 138,655 $ 145,970
Total Revenue $726,518
$ 1,343,894 $ 1,487,989
Where we are: Summer 2014
Housing Rev... $-
$0.45
$0.90
$1.35
$1.80
$2.25
$1.29
$1.58
$1.79
201220132014
Bed Nights0
12000
24000
36000
48000
60000
35413
40934
46007
201220132014
In Millions
Q&A Session