On Dec. 16 a group of nearly 30 gathered for the City Advertising and Promotion Commission workshop to discuss group sales strategy and how the CAPC, lodging and attractions’ industries can work together better.
CAPC Executive Director Mike Maloney told the group the primary focus of the CAPC is to bring visitors to Eureka Springs. Part of the strategy is for Sales Director Karen Pryor to attend trade shows “to sell our unique destination. Karen has touched thousands of hands.”
“But can we do it better?” he asked. “We’re always looking to improve.”He said the CAPC’s goal would be to pass along leads to lodging properties “at lightspeed.”
Maloney identified a strong potential for new business as the small meetings’ market. He said there is a plethora of meetings along the I-49 corridor and in Springfield and Joplin, but cited a survey that revealed most people living in Washington and Benton Counties have never been to Eureka Springs. “If you’re mining for diamonds, look in your own backyard.”
Jack Moyer, general manager of the Crescent and Basin Park Hotels, commented he liked the new direction Maloney described, but was disappointed in the number of qualified leads the CAPC had delivered his office last year. He maintained it is unclear who is supposed to do what at the CAPC regarding group travel, adding that the lead system is so broken, the Chamber of Commerce had to step in.
“Who is executing the group sales strategy? Your team did not deliver,” Moyer declared.He said he expects the CAPC to be a qualified lead generator.
Maloney said he instituted a Key Performance Indicator system during the year to keep track of how effective they are. “Today we are here because we see problems also, and we’re here to correct them. Our goal is to be dynamic in our conversations. We value your criticism and we learn from it.”
Kent Butler, marketing and public relations director for the Great Passion Play and a Chamber boardmember, said the Chamber system works well for him, and he was ready for the Chamber to work with the CAPC. He mentioned lodgings’ and attractions’ staff should also evaluate their part in the process.
Maloney responded he wanted to work with Butler to put the system into place by the end of the year.
Randy Wolfinbarger, manager of the Inn of the Ozarks, pointed out there are new convention and meeting facilities popping up all over the state.
“The selling point is Eureka Springs,” Maloney commented.
Charles Ragsdell, chair of the CAPC, mentioned they are also focusing on midweek travelers. Moyer responded, “Then you as a commission must demand that of your staff,” and added the CAPC does not have enough staff to do all the things it should be doing. “I have a sales team of six,” Moyer said. “You have one.”
Ragsdell told Moyer all the CAPC wanted to know was if a lead actually came to town. “We want to know if our leads are worth our effort.”
Moyer responded that if the CAPC sends him a monthly list of leads, his staff will check off leads that worked out.
Joe Gunnels, group tour operator, noted the group tour conversation has many levels, and bringing visitors here is one thing, accommodating them is another. Eureka Springs is difficult for bus drivers, for example. He observed the conversation at the meeting had been productive, and he would share his information with the CAPC. He speculated lodging properties might not think to share information with the CAPC, but they would if there were a routine and process in place.
He said Pryor’s job is to sell Eureka Springs, not book rooms. “Maybe Karen needs help,” he said.