The GM of a 5 star venue needed to develop a stronger market presence to maintain market share and increase it year on year. It sought to break into new market space to expand its current offering to a completely new customer base that would complement its current offering in the corporate, events and weddings sectors. It approached Market Accents to assist in developing a private members club.
We first developed a concept paper in order to clarify the opportunity and the investment. We carried out research to understand the pricing and logistics. We then expanded the concept into that of an exclusive members’ club, catering to a local base of high net worth individuals. A calendar of exclusive events would generate revenue and make use of the House during low periods in the venue’s calendar. This would set it apart from its competition which were mostly solely targetting the professional market.
Market Accents developed the business case and drove its implementation, helping to launch the club, liaise with all the communications (online and offline) and develop the programme of events until a dedicated team was in place.
Market Accents continued to oversee the implementation and work with the membership team to market the club.
Our Success: The club was launched in 2008 and it is still going strong, having since expanded to cater for a wider range of interests, leisure activities. It now also includes a business focus. The club concept, and leisure and business programme has been an award winner in many years and is highly considered within the firm’s overall proposition.