The Art of Packaging
by Mike Daly

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Although I'm using L'Auberge du Lac as an example, you'll be able to use this general planning advice for any resort that you feel will be attractive to your clients, based upon what we set out to accomplish - namely, to bring 100 golfers to the resort under a Pro-Am golf theme. What at first might seem complicated can turn out to be rather simple and easy to execute. Here's how.

Understanding that resort hotels prefer group business during midweek, you can package a two-night, three-day Pro-Am golf date, arriving Sunday and departing Tuesday. Included in it would be a golf tournament, promoted and sponsored by your local golf courses, for two days - where the goal is to have 25 teams of four golfers each, thus 100 participants in the tournament. Each foursome would have its own golf pro from a local golf club in the area, with three local amateurs as that club's team.

By working with the resort's director of sales and its golf pro, you'll find that they understand what's necessary and will create a package and event for you to market. You simply add your profit, and the result is a package that is beneficial for everyone involved. Keep in mind that golfers are not price-sensitive as much as they are event/destination hungry - they want a great golfing experience that's a good value. You'll discover that this customer base provides a lucrative opportunity for you.

Here are basic components of such a package: two nights' hotel accommodations, a welcome cocktail party, two rounds of golf, one lunch buffet on the course, one breakfast, one awards dinner banquet, and awards (presented for the winning team, the drive that's closest to the pin, and the longest drive). Using the following approximate values, you can build your own package price:

• $80 per person for food and beverage times two people equals $160
• $120 per person for golf times two equals $240
• $120 for the room times two nights equals $240

This totals $320 per person based on double occupancy for the basic package.

If you were to offer the golf pro a discounted rate of $100, you'd want to comp the remaining $220 for him by spreading it among the others in his foursome, which would be $73 apiece. That makes the total cost per person $393. Add to that a nice profit of $55, and you'll have your package rate of $448 ppdo.

Simply call 50 golf pros and public and private golf courses and gated golf communities with the goal of having 25 commit to the offer. They will know at least three amateurs who will want to be included. With 75 full-paying participants at $55 profit per participant, you'd earn nearly $4,125!

If you negotiated a one-room comp with the resort for every 20 participants, you'd be able to add the value of five comps equaling $120 times two times five - giving you another $1,200 in profit. Should your golf travelers decide to bring a spouse, friend, or family member along, that would only increase the number of packages you could sell.

What about those people who don't golf? Good question. The key is not to "unbundle" what you've packaged, so substitute a spa service each day in place of golf for the non-golfer. That's why working with a resort that has activities such as golf and a spa allow you to retain your packaging with integrity - and protect your profit.

You can use this same model not just for golf and spas, but also for other niches that are attractive to a wide audience of potential customers. Simply work with a respected professional who is an expert in that destination or experience.

As with most things in life, practice makes perfect. So, in order to become a champion, you must fearlessly approach the art of packaging for profit by practicing and perfecting your game.

Mike Daly is president of Vacation Planning Party, a unique sales solution which prequalifies customers with similar interests and manages customer cruise and vacation events, setting the stage for you to close sales. You can email him at info@CSICreativeSolutions.com.

(Credits: Mike Daly; Thomas Wanhoff; stock photos)