Streamsong Resort & Spa
Challenge
Streamsong® Resort is a 228-room contemporary golf resort with three golf courses located in a remote area of Central Florida. While Florida has the highest density of golf courses in the US, most are unremarkable. Streamsong has achieved an unprecedented rise to national fame in 18 months – to a sell-out crowd.
Solution
After two false starts by other travel and hospitality marketing firms, Daniels + Roberts was engaged at the pre-opening phase as AOR for Streamsong Resort beginning in 2012. We initiated an extensive secondary study of all available research and industry assumptions on golfers and golf destinations. Data was acquired from NGF, scholarly articles provided by Library of Congress, publishers, media outlets, retailer studies, etc. Based on findings, we developed a brand campaign that best positioned the resort to our top segment “Alpha” golfers. Print, digital, mobile, public relations and promotions were all components of the integrated campaign. Using these prospects, we fielded a conjoint style study of 2000 participants. Additionally, we overlaid behavioral and attitudinal data from our proprietary databases in order to identify and understand their behavior, choice attributes and motivations. Within the same study we tested extensive imagery, messaging and graphic composition. Crucial to the exercise was fully understanding messaging that would motivate guests to travel 1.5 hours from the nearest airport location to the property. Also critical was determining drive times from local market DMAs which could be a minimum of 3 hours. We geo-demographically mined for target prospects utilizing the BEHAVIORAL, ATTITUDINAL and DEMOGRAPHIC attributes that were defined in Stage 1 of the segmentation. To ascertain positive golf course ratings, key influencers were well represented within our primary target segment while public relations maintained an ongoing dialogue with these KOLs. Proprietary micro-marketing strategies were utilized in the media selection to assure highest impressions within the critical segments. Indices below 200 were determined as ineffective and discarded. Unique programs were designed and initiated for the transient group, golf group and corporate group segments addressing their particular needs. These included choice attributes and subsequent messaging as defined in the research phase. While a brand identity and promise are consistent across all segments, messaging varies. SKILL SETS USED Golf enthusiasts study Conjoint-style analysis Competitive analysis Strategic planning Brand development Brand positioning Message testing Brand identity Integrated outreach Online Offline Group sales support Photography Results analytics Program optimization We continually optimized based on geocoding, RevPOR, Occupancy, and ADR to provide ownership with the best possible solutions to drive and optimize revenue.
Results
Streamsong Resort is an asset of Mosaic Co. (NYSE: MOS). Mosaic Co. has chosen not to independently identify the revenues from this asset as these are presented as other income within corporate annual and financial statements. As such, D+R cannot disclose financial information as that would be considered a breach of our fiduciary responsibility.
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