Unformatted text preview: CASE STUDY: Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace has attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. “But, give the industry in the nearby towns, very little year-round competition, and our close proximity to Portland,” Carol said, “I couldn’t understand why seasonality had to hit Seagull Terrace so hard!” So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol’s plan, then, involved a seasonal promotional gimmick—to be implemented from late winter to late spring— that would attract the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests who had...
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This note was uploaded on 07/29/2011 for the course BUS 444 taught by Professor Lynn during the Spring '11 term at Keuka.
- Spring '11