Peter Yesawich, MMGY
Marlene Colucci, AHLA
Jan Freitag, STR
Shift In Focus
The content of the Owners Investment Conference was designed to be similar to other hospitality conferences, but at a rate that was more affordable to the owners. Topics included healthcare reform, how to get access to lenders, understanding franchise agreements, top industry trends, and legal action being taken at a national level on behalf of the hospitality industry.
What’s In A Name?
To underscore the unique and fresh approach of this conference for Choice Owners, the decision was made to re-name the conference as well. Besides calling it the Choice Hotel Owners Investment Conference, which elevated it to top industry events, the theme of the conference ‘Invest in Yourself, Invest in Each Other” became an annual theme for all CHOC events. This approach helped to communicate the value of CHOC throughout the year, as well as provide visibility to the new event to those not yet having attended.
In order to attract attendees on short lead time, a venue had to be found that was not only a destination, but lower than typical rates, good air lift, and proximity to a major airport. In just four weeks a venue that fit the bill, The Arizona Grand, was identified, a site survey handled, and contract underway.
Pre-event Marketing Builds Engagement
Actio produced a series of newsy emails as well as video invitation from the excutives, featuring the location, new product, ways to earn points toward expenses and lodging, as well as educational topics, and Keynote presentation. As the discount pricing deadline approached, emails with a timeliness message drove attendance up 30% in three days.