Mr. Manduke has come from Mammoth Mountain Ski Area to share his plan as the new Chief Marketing Officer in branding Mammoth Mountain. What follows are brief statements made by Noah Manduke at the March 27, 2007 Mammoth Lakes Chamber of Commerce Luncheon.
* Growth will come from driving the mid-week visitor, the destination traveler, not the Southern California weekend warrior. The luxury market strategy is focused on luxury meaning that as the visitor, you are asked for nothing.
* The process of branding will occur in 3 steps: Define, Dramatize and Deliver.
* DEFINE: There are focus groups being conducted to get a feel of Mammoth from locals and visitors alike. By early summer, it is expected that MMSA can answer the questions “Who is Mammoth?”.
* As resorts become more homogenized, it is more important to identify what makes Mammoth different from other ski resorts. If everything is the same, the consumer will go to the cheapest option.
* DRAMATIZE: Over the summer, there will be a visual system development and alignment work using the brand. This will be the bells and whistles that will publicize the definition.
* DELIVER: How do we interact with customers and deliver the Mammoth experience? It’s about how we make people feel when they come here.
* This branding will rely on cooperation from local businesses to present a consistent and pleasant experience. Each business must figure out how to implement the brand into their own daily routine to deliver a memorable experience to the visitor.
* One little known fact is that the household income of the Mammoth visitor is 50% higher than that of Aspen/Vail. The affluent market is not being served and that is what Starwood is here to provide.
* The airport, again, is a major factor and once operational, will enable the Mammoth story to be told to a much wider audience.
3/15/2007 Update at Coldwell Banker Mammoth sales office
Tallus Sales and Construction Update
- Construction: Phase I (completed Summer 07) - 4 homes completed; 5 in final stages of construction. Phase 2 - 10 homes - construction in 2008.
- Sales: Prospect and owners who have stayed at the project are very enthusiastic, lead generation is growing steadily, Destination Club Properties is no longer involved.
Tallus Owner Testimonials
First and foremost, WOW. I have been going to Mammoth since the 1969 season. My stay last weekend is the best I have ever experienced and we are so happy about Tallus we cannot put into words. - Scott and Ann Ramser, Newport Beach, CA
Gail and I vacation all over the world an dsince coming to Tallus we have fallen in love with Mammoth! We never expected our second home to include an indoor swimming pool, a fitness center, concierge, and private transportation in a Mercedes coach. They even do our shopping at Von’s! - Sam Seerlig, Malibu, CA
It is comforting to know that we, our children and our grandchildren now have a terrific place to call “home” at Mammoth Lakes: TALLUS. What is there not to love about Tallus? - John and Barbara Gay, Kenwood, CA
My family owns several large vacation homes and I can say without a doubt that Tallus is the best of all. - Sean Hecht, Santa Barbara, CA
Fractional Ownership Benefits
- Owners get a great home for less
- Usage plans meet the needs of Most second home owners (avg. second home usage is <30 days/year)
- Includes high-end services and amenities
- Removes the excessive burden of maintaining and repairing a second home
- Exchange vacations with other high end properties
- Hassle-free
Fractional Facts and Trends
- Fractional ownership is the fastest growing segment of resort real estate; today there are over 200 projects in the US.
- In 2003 sales were $530M, in 2005 they exceeded $2B.
- The town of Vail requires new multi-family developments to include a fractional component.
- Resort communities realize that there is a significant economic benefit from fractional ownership; more visits by affluent families that spend more money vacationing.
- Fractional owners have expressed over a 95% customer satisfaction rate.
Tallus Ownership Options
- Whole ownership with unlimited usage of a home for $4,770,000 with free HOA fees for 3 years (a $250,000 value)
- 1/6 Ownership with 5 guaranteed weeks of usage plus unlimited space available usage of a home for $795,000.
- NEW LIMITED OPTION: 1/12 ownership with approximately 1 month of usage for a price in the $300,000’s. More information to follow. Only one home will be sold in 1/12 (only 12 shares available when released - mailto:stacie@ownmammoth.com for reservation information).
Members of the Mammoth Lakes Chamber of Commerce met today for a presentation by Ruth Harrell with the Town of Mammoth Lakes on a Community Training Program.
Partners include Mammoth Lakes Chamber of Commerce as lead, Town of Mammoth Lakes, Mammoth Mountain Ski Area, Cerro Coso Community College, Mammoth Lakes Library, and Mammoth Rotary.
The goal is to offer a training program focused on educating new employees of local business on the following:
- History Module - To be taught by long time locals with interesting stories to share and recommended reading lists included so that employees can be informed of the history and origination of the area.
- Town Tour - To be conducted of the restaurant and retail districts as well as musems so that employees can provide information and directions to visitors.
- Guest Services Module - Potentially to be through Mammoth University in conjunction with their guest services training program. There is presentation being made to the committee to decide this.
- Community Cares Module - Led by Stuart Brown, Community Relations Manager for Town of Mammoth Lakes and includes environmental concerns, safety, cooperation and more.
Kick off of the program is expected between June and October 2007. It’s designed for business owners and managers first then to front line employees to provide more thorough customer service. You can even become an “Ambassador of Mammoth Lakes” after attending the course if you would like to volunteer to lead classes or tours.
The group is looking for volunteers who can contribute in the 4 areas noted above. For more information, contact the Mammoth Lakes Chamber of Commerce.