plan b marketing: tom horsch
TRANSCRIPT
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Opportunities in Tourism Related Businesses
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Business Experience related to Damascus, Virginia
Trail Town USA
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
What Kind of Business?
• Evaluate Your Assets
• Look at Underserved Markets
• Combine Businesses
• Partner with Other Business and Agencies
• Accept Risk
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Evaluate Your Assets
• The Virginia Creeper Trail
• It’s the Geography!– 1600 feet descent from the NC State Line to
Damascus– Through the National Forest along the
mountain streams– Easiest most beautiful bike ride in the world
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Look at Underserved Markets:Bike Rental & Shuttle Companies in
Damascus• The bike shuttle/bike
rental business first started in 1991. Prior to this, there were no bike shuttle/rental businesses to serve the tourist population coming to the Creeper Trail.
2004 brought a new look to Adventure Damascus
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Creeper Trail Cottages
• Creeper Trail Cottages were opened in 2000 to serve as vacation rental units. Prior to this, only a small handful of B&B’s existed for lodging. This significantly impacted the establishment of the “family vacation” market in Damascus.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Creeper Trail Hostel
• Creeper Trail Hostel was opened in 2004 to serve as lodging for Scout Groups, Church Groups and Family Groups who wanted affordable lodging one notch above primitive camping.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
“ain't nothin’ fancy”
• For $150 per night , this barn converted to bunk-house can sleep up to 40 people. It has kitchen facilities and a great swimming hole too! Marketing of this facility was done via internet web site only, at a cost of $100. The Hostel has been booked every weekend, March through mid-November by groups using the trails in Damascus.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Combine Businesses:Bike Shuttle & Rental Business
= Retail Store Sales
• Bike rental business drives the retail business.
• Canoe Livery customers need camping.
Bikers being unloaded at Whitetop Station
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Partnerships, Affiliations, Cooperation
Form relationships with other businesses– Guide Service Needs Lodging Service– Guide Service Needs Help Marketing– Guide Service Needs Food for Clients– Scouts Need Activities – Canoe Livery– Hostels/Campground Needs Scouts– Scouts Need Campgrounds– Scouts Tell Other Scouts!
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Another Outfitter in Damascus?
• SunDog Outfitter was opened in 2003 to serve the outdoor gear buying crowd. In combination with Mt Rogers Outfitters, Damascus has become a destination for those shopping for outdoor gear.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
RISK!!!
“It's not because things are difficult that we dare not venture. It's because we dare not venture that they are difficult.
”
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
The Damascus Old Mill Inn & Conference Center
• In 2002 an old historic mill was restored and converted into a lodging, dining and conference facility. The Old Mill allowed Damascus to attract meetings and special entertainment venues that we were unable to accommodate before.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Business Has Risks!
• In 2008 The Old Mill restaurant was closed and room occupancy at the Inn was reduced to zero.
• It’s been empty ever since
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Recommended Reading
• “The E-Myth Revisited” – Michael Gerber
– Three parts to a business person• Entrepreneur• Technician• Manager
– Balance all three within your organization
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
Enjoy the Ride!
www.PlanBmkting.com