Daniels + Roberts was engaged as AOR for Streamsong® Resort beginning at its pre-opening phase. We initiated extensive secondary research 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. Utilizing this data repository we developed a proprietary cluster segmentation of golf participants in the U.S. This allowed us to identify OUR primary prospects to a total universe of 900,000 out of a field of 26 million golf enthusiasts.
Using these prospects we a fielded a proprietary conjoint style study of 2000 participants to identify and understand their behavior, choice attributes and motivations while testing extensive imagery, messaging and graphic composition. Crucial to the exercise was fully understanding that messaging would motivate guests to travel 1.5 hours from the nearest airport.
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.
We geographically mined for these individuals 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.
Unique programs were designed and initiated for the transient, 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.
We continue to optimize based on geocoding, RevPOR, Occupancy, ADR to provide ownership with the best possible solutions to drive and optimize revenue.
After 18 months of resort operation and three years since the clubhouse and courses opened, Streamsong is now rated in the top 100 greatest golf courses in the U.S. by Golf Digest among multitudes of other accolades including Best in Florida. Success has driven the need for 2 more golf courses to be considered with one already under construction.
Very likely, this is one of the best applications of our “scientific method” with obvious results.
For a deeper dive into research, findings and strategy along with how it can be applied to your destination. Call us @ 8004880066