The document summarizes a proposal to address low revenue and occupancy at the Coast Victoria Harbourside Hotel & Marina during the off-season from October to March. It identifies key target markets like multi-generational families and baby boomers and proposes customized packages combining accommodation and activities. Sample packages include a family package focusing on family-friendly activities and entertainment, an H-3 tour of local attractions, and an out-all-night package including transportation and a night club. It recommends promoting the packages through existing partnerships, websites and social media with an initial advertising budget. The proposal aims to create stronger tourism clusters and drive profits during the off-season.

1. Douglas College
AJAC
Aiden Jerry Alizon Colleen

2. Your 15 Minutes With Us…
Backdrop
Problem Definition
Problem Justification
Package Solutions
Recommendations

3. Coast Victoria Harbourside Hotel & Marina

4. The Problem…
Low revenue & occupancy
season (October-March)
The Solution…
Customize the marketing mix through packaging
Create stronger tourism clusters
Drives profit

5. VISITOR VOLUME 2010 (OVERNIGHT)
4% 1%
4%
British Columbia
19% Other Canada
United States
Asia/Pacific
53%
Europe
Other Overseas
19%
VOLUME (15.7M)
http://www.jtst.gov.bc.ca/research/IndustryPerformance/pdfs/tourism_indicators/Value_of_Tourism_in_Britis
h_Columbia_2012.pdf

6. Getting to Victoria…

7. Target Markets
Multi-Gen Travel
-Married couples & families
-3 or more generations
-Large Groups
-Hassle-free travel
Baby boomers ( Ages 48-66)
-Value shifters
-Worker-Bees
-Independent Doers
Generation Y
-Disposable Income
-Wants to go out on weekends
-Free time

8. The Family Package ($799 for family of 6)
Accommodation
-Choice of room categories
-Comfort Rooms ($99-109/room)
Entertainment & Activities
-Royal BC Museum & IMAX attraction pass ($80)
-Big Bus Tour ($29)
-Dinner Voucher for Old Spaghetti factory or similar
restaurant. ($30)

9. H-3 Tour ($274 for 2 adults)
Including…
3 days 2 nights
Hippo Tours
Hatley Park National Historic Site
Habitat Cafe
Pricing:
Hippo Tours: $33-38
Hartley Park Admission: $5
Habitat Café: 20% discount

10. Out-all-Night ($548 for 2 adults)
Transportation:
-Round Trip Limo between hotel and Butchart Garden
-Cab to Hush
Accommodation:
- Comfort Rooms ($109/night)
Entertainment & Activities:
-Hush Bar/Night Club (Free)
-Butchart Gardens ($90/person)
- 5 Star Limousine($150 round trip)
-Blue Crab Bar&Grill (10% discount)

11. Tourism Clusters
Pacific
Coach
Lines
Hatley Park Hush
National Night
Historic Site
Club
Victoria Hippo
Clipper Tours
Butchart Big Bus
Gardens Tours

12. Promotion
BC magazine
Pre-existing partnerships
In-house websites
Social Media:

13. Preliminary Budget
-Advertising in BC magazine:
Half page:$2000
-Social Media:
Free
-Coast hotel website:
Free

14. Concluding Statement:
Key markets identified
Transportation issues addressed
Multiple channels used
Competitive pricing

15. References
http://www.jtst.gov.bc.ca/research/IndustryPer
formance/pdfs/tourism_indicators/Value_of_T
ourism_in_British_Columbia_2012.pdf
www.hushnightclub.ca
www.butchartgardens.com
www.Coasthotels.com
www.5starlimo.ca
www.chemistryconsulting.ca
www.tourismvictoria.com

16. Thank You
Sponsors!