1. Best Practices in the SMERF Market
Presented by the Stanford SMERF Team
Ani Shahbaz - Hilton Woodland Hills
Mickey Kruse – Doubletree Suites by Hilton Phoenix
Sarah Thurman – Hilton Santa Clara
Leslie Bauman – Hilton Washington Dulles Airport
Crystal Douglas - Hilton Charlotte
Heather Campbell – San Diego Marriott Gaslamp Quarter
April 2012

2. Effective strategies in gaining SMERF market share
Involvement in industry events, networking, and hotel promotion (ABC, MPI, Bridal Bazaars, Convention & Visitors Bureaus)
Maintaining strong relationships with venues and referral sources throughout the year
Contact reunion planning companies
Blitzes to local churches, fraternal organizations, universities
E-blasts
Responding to all leads within 24 hours
Contact National SMERF Managers for solicitation lists and opportunities to partner on blitzes
Bi Annual Hotel Showcases/Client Reception – invite current vendors and future potential clients you have been soliciting

3. Best Practices
For social room blocks, we do sales calls to the surrounding area temples, churches, restaurants (that have private party space) and country clubs and offer the event coordinators a 5% or 10% referral fee for recommending our hotel. Since some of these businesses and venues can not accept cash, we give them gift cards from stores like Target.
For the education market, we distribute flyers with special concessions and limited time offers and head to the campus mail rooms. Some schools have mail boxes for all of their clubs and organizations and leave flyers in these boxes every two months. We also have presence at trade shows and attend Grad Fest to meet with the graduating students and their families to discuss any Graduation parties and offer a special discounted Graduate room rate for their friends and family that will be attending.
For the fraternities and sororities we offer special concessions and a 5% rebate off the total revenue generated. Since these groups are always looking to raise money for their clubs, it’s a great incentive.  
We use Google to find Church Retreats in the area and use Knowland Reports for solicitations.

4. Best Practices
Offer a complimentary Hospitality suite for reunions, weddings, etc. with an overnight room minimum. 
We have a referral flyer that we use with our Zoo, Botanical Gardens and the Shrine for any room and/or rehearsal events that they refer to us.
We offer complimentary valet parking to guests who are hosting their holiday parties with us.
“Christmas In July” to promote holiday parties and events. Clients loved it!

5. SPORTS Sarah Thurman, Hilton Santa Clara

6. SPORTS Prospect: All Universities (both local & not).
See what teams they played on their website.
Get team schedules.
Search online to see if the area hotels offer deals for them that we don’t.
See who their staff is & try to get to know them.
Local Sports Fields & Facilities:
They advertise on their websites what groups have been there.
Contact those groups for future bookings.
Get to know their staff & go visit them to develop a relationship.

7. SPORTS
Perks:
Team Care Pack – We give this complimentary to all teams staying with us. It is a cooler with water bottles & snacks.
Complimentary room for Coach.
Complimentary Hospitality Suite, stocked with water & cookies. The team can meet in this room before their game.
Complimentary use of a TV/VCR.
Customized menus for the team.

8. This is something that all of the teams are excited to hear!
Santa Clara is the future home of the San Francisco 49ers & possibly the Raiders!
This is something that all of the teams are excited to hear!
-Send a card to all of the coaching staff & coordinators (both local & visiting teams) with a picture of the sales team drinking cocktails that are their “Team Colors.”
We are cheering them on and are their fans! This will get us on their radar!
IDEAS …

9. MORE IDEAS…
-Have their “Team Song” playing over speakers as they are checking in.
-If we know the dates that a team is coming to play at an area university, send a note card with the game date highlighted & let them know that their “Fans” (i.e. our hotel) would like to host them.
-Talk about them on our Facebook & Twitter accounts.
Root them on in advance and say “Congrats!” for winning a game.
-Upon arrival or during a site tour, have drinks or cookies that are their team colors awaiting them.
-Invite the Coach to come back & stay at the hotel on his own time and offer a complimentary room to enjoy with his family.
-Have a specialty drink in the bar that is named after them during their stay.

10. STAND APART
Stand apart so that they don’t even listen to any other hotel’s offers.

11. Be aware of the variety of local sporting events taking place in your area, such as golf, soccer, and softball tournaments, marathons, cheer competitions and more.
Check Websites such as:

12. MILITARY Leslie Bauman, Hilton Dulles
Membership in organizations such as the RFN
(Reunion Friendly Network) and YMRC, which give access to hundreds of planners
Outside sales calls to Local VFW groups – they can advertise on website and on bulletin board
Sending s to planners on Memorial Day and Veteran’s Day to thank them for their service, and offer your service to them.

13. Customize your collateral and proposals to the reunion planner,
and highlight why your hotel would be a great fit for their reunion!

14. The Hilton Washington Dulles Hotel Presents this Proposal to:
The Vietnam Helicopter Crew
Member Association
Leslie Bauman, Sales Manager
13869 Park Center Road, Herndon, VA
Direct:
Fax:

15. You served our nation with Honor
You served our nation with Honor. Please give us the Honor of serving you at your next reunion!
Leslie Bauman
The Hilton Washington Dulles Hotel
(phone)

16. Military Reunion Prospecting

17. EDUCATION Ani Shahbaz, Hilton Woodland Hills
Flyers are distributed every other month to local university mailrooms to solicit group business from faculty, staff, student organizations, and athletics.

18. Sent via Constant Contact to Fraternities and Sororities to promote hotel and regional meetings/events.

19. WEDDINGS Heather Campbell, SD Marriott Gaslamp
Wedding blocks for family and friends are a great way to capture weekend business and incremental hotel revenue, even if you are not hosting the reception or ceremony!
Secure the business
Get them to the hotel, invite for drinks and appetizers
Create rapport and CONGRATULATE them!
Spend time asking questions and listening (use our Signature Sales Training!)
Promote your outlets!
Do they have rehearsal dinner plans yet?
Will they be gathering for cocktails before the rehearsal dinner?
Farewell brunch the morning after?

20. Highlight Logical & Emotional Benefits of your Hotel
Custom weblink – ease of booking!
Location
On-site Sales and CS contacts to assist
Superb service
Pre-post nights available to make it a vacation for their guests
Activities in the area
Offer custom packages & value adds
Value add and “FREE” and “COMP” are attractive to the bride & groom
Gift bag distribution at check-in
Custom Wedding Package offered

21. Celebrate in Style at the Marriott Gaslamp Quarter
Reserve 10 rooms or more for your
family & friends and receive:  
- One complimentary suite upgrade
- One complimentary valet parked car
- Complimentary Breakfast for Two in our
restaurant, or via Room Service.
Book your Rehearsal Dinner, Reception or Sunday Brunch with us and receive
15% off your menu
(excluding alcoholic beverages).
Also enjoy complimentary valet parking for your event.
660 K Street | San Diego | CA | 92101 P

22. Sample Wedding Collateral

23. FAQ’s for Brides & Grooms …Not your average meeting planner!
Thank you for considering the Marrriott Gaslamp Quarter as your preferred hotel for you and your wedding guests! We are delighted to welcome you and your guests as you celebrate this memorable occasion. We are at your service to answer any questions or concerns. Below are frequently asked questions and answers regarding wedding blocks.
Why do I need to sign a contract?
A contract guarantees the discounted rate until your cut-off date (typically 3-4 weeks prior to your wedding) for the blocked number of rooms for you and your guests, regardless of the occupancy and rates of the hotel as it gets closer to your wedding.
Am I responsible if my guests cancel their reservation?
You are held responsible for 90% of the rooms that you contract.
For example, if you contract 20 rooms for one night, your guests must reserve and use 18 rooms (90%) for one night. If your guests only reserve and use 15 rooms, rather than the contracted number of 20 rooms, than you are responsible for those 3 rooms that did not book. We would charge you the room and tax for those 3 rooms.
In order to avoid additional charges, we highly recommend that you do not over contract for the number of rooms you project you will need. We can add more rooms to your block based on availability at the time of request.
Why do you need my credit card?
In order to guarantee the rooms at your contracted rate, we require that you complete our Credit Card Authorization form, and provide a clear copy of the credit card and the cardholder’s ID. The credit card provided will NOT be charged; it is for a guarantee only. In the event that you completely cancel your room block, or end up in attrition, we would notify you in advance and use this card as a method of payment.
WHEN and HOW will my guests be able to start making their reservations?
Upon receipt of the signed contract and completed credit card authorization form, we will add your wedding block into the Marriott Reservation system. This typically takes 3- 4 days.
Guests can book their reservation by calling our main reservations line: and asking by name for your Wedding Block, (i.e. “Smith-Anderson Wedding”).
We can also create a customized weblink for you to add to your wedding website that will direct them to our website, with your discounted rate already entered.
What if my block fills up and I need more rooms?
We check the number of reservations booked in your block every few weeks. If the block does fill up, we can add more rooms based on hotel availability at the time of the request. The additional rooms will not be added to your contract, and you will not be responsible for them.
Questions?
Contact Heather Campbell - Sales Manager

24. RELIGOUS Ani Shahbaz, Hilton Woodland Hills
Promote referral program at local temples, churches, and mosques
-Do they host retreats?
-What other events do they plan?
Sales Blitzes
Utilize Google searches and Knowland Group

25. Constant Contact is a great tool to send email blasts
Constant Contact is a great tool to send blasts. This was sent to RCMA members from the list of members in their book.

26. Additional SMERF business to capture
Milestone Birthdays
Holiday parties
Bachelor/Bachelorette parties
Golf, spa weekends
Anniversaries
REMEMBER, SMERF business can always result in additional
pull through revenue for our hotels and outlets!

27. Thank you, and Happy Selling!