The Retreat at Lake Blackshear
If we build it, will they come?
This was the question that the management company that was chosen to run the facility posed to us. Concerns relating to the viability of the location led to the request for a marketing plan.
The State of Georgia was constructing a 15,000 square foot conference facility at Lake Blackshear. The original plans called for a facility that catered to tourists that visited the picturesque Lake. Although construction had already begun, a marketing assessment had not been prepared. Therefore, the nature of the customer base and profit potential was unknown.
Through a series of interviews, we discovered three distinct customer segments, each of which required a different set of amenities. The corporate customer segment was found to be underserved in the market, and therefore chosen as the primary target audience for the facility.
Based on our recommendation, the State of GA revamped their plans for the facility. All new amenities were put in place that appealed to business attendees (internet, computers, etc). In addition a menu was planned that catered to their business clients.
Marketing achieved a 60% trial among target corporations. As a result, The Retreat at Lake Blackshear became profitable within first 6 months, booking in excess of $600,000.