Silver Bear Lodge
Strategy and Implementation Summary
Silver Bear Lodge will aggressively market to both winter and summer visitors of the Bear Valley Resort area. The Bear Valley Resort has activities occuring year round. During the winter there is skiing but in the summer months, the resort has hot-air balloon trips, white water adventures, day hikes into Bear Valley, and other recreational activities that take advantage of valley’s spectacular beauty.
There are only thirteen lodges and inns in the Bear Valley Resort. These facilities represent only 580 room units of the total of 4,000 room units in the resort area. The majority of room units in the area are condos.
Our customers are looking for a different lodging experience that cannot be found in any of the area’s condo complexes or hotels. We will offer our customers a comfortable, congenial environment that will assure return visits to the Silver Bear Lodge.
The lodge will cost a little more but we will offer our customers all the services they need to make their stay memorable. We will offer a food shop that will be able to take special orders daily. There will be a ski rental shop where customers can outfit themselves and purchase ski passes. Each evening, guests can gather in the lodge’s main room where there is a large fireplace, drinks and light music.
5.1 Competitive Edge
The competitive edge of Silver Bear Lodge is the service, first and foremost. Marty Snyderman and Luke Roth, co-owners of the Silver Bear Lodge, have over twenty years experience in managing ski lodging facilities.
Marty is the manager-owner of the Crest Lake Inn. He has owned the inn for ten years.
Luke recently was the manager of the Village Resort Hotel. He held that position for the last five years. Before this position, Luke was the manager of The Ridge, a 60 unit condo complex in Silver Lake Village.
Another significant advantage for the Silver Bear Lodge is its location. Being located in the recently opened Crest Canyon area, Silver Bear Lodge is uniquely positioned to be centrally located to both Crest Lake Village (.5 miles) and the Bear Valley Resort ski area (.5 miles).
5.2 Sales Strategy
The Silver Bear Lodge’s sales strategy is to harness the existing Bear Valley Resort booking system that has been critical to the success of all of the area’s lodges and inns. Room rates for the lodge will range from $150 – $250 per night in peak season. In the off season prices will range from $100 to $175 per night.
5.2.1 Sales Forecast
The following is the sales forecast for three years.
|Year 1||Year 2||Year 3|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Subtotal Direct Cost of Sales||$83,200||$101,000||$128,000|
5.3 Marketing Strategy
The Bear Valley Resort area has its own website and advertising/promotion program that promotes the area’s lodging. Currently, 70% of the area’s visitors use the website to identify lodging and service options.
The Silver Bear Lodge is positioned as a new upscale facility that is focused on the high-income visitors to Bear Valley Resort. The area’s lodges and inns receive approximately 80% of their guests from the Bear Valley Resort booking system. Since the total number of room units are few with the area’s lodges and inns, these lodging units fill up quickly.
In addition, the Silver Bear Lodge will be highlighted in a promotional piece for Bear Valley Resort in the December issue of Ski Magazine.