member profile
(CONTINUED FROM PAGE 14)
ment, the resort uses its own Web site
to post job openings and help facilitate
online applications.
Marketing Methods
As part of the overall marketing strategy,
Bonneville puts a major focus on communicating with past as well as potential
customers. Social media outlets like
Facebook, Twitter and YouTube are utilized, along with newsletters and e-mail
blasts. At least 8,000 people are on their
e-mail list and their open rate ratio is
high. “Two out of three actually open
these e-mail messages,” Mathany says.
The traditional avenues of periodicals, local newspapers and radio also
FAST
FACTS
One of the spa’s
successful marketing
initiatives is its e-mail
blast which is sent
out to at least 8,000
prospects and clients.
“Two out of three
actually open these
e-mail messages,”
Mathany says.
prove valuable. Having a presence at the
region’s summer activities such as
hosting a beer garden event—a nod to
its local breweries, one of the region’s
most popular products—is another of its
marketing strategy. Establishing spa
memberships is a marketing tool projected for the future.
“We have a lot of things planned for
2012,” Mathany says. “We’re always
looking to upgrade our marketing and
advertising.”
A major investment the spa made
recently was implementing the software
system ResortSuite, which was created
specifically for the hospitality industry. It
is used in the management of all aspects
of the business, including bookings and
menu engineering. The information is
useful in increasing profitability by
showing individual preferences, allowing the staff to steer the client to
additional purchases.
Expansion Plans
Expansion is never-ending at Bonneville.
A separate new day facility is being
planned at the current location, catering
to clients who don’t stay at the hotel. It
will be designed to accommodate families with children, offering more
entertainment value. There will also be
banquet space for up to 200 guests.
The spa recently purchased a nearby
sister property, Carson Mineral Hot
Springs Resort, that is being renovated
and scheduled for opening next year.
With this acquisition, Bonneville boasts
the only two hot springs resorts in the
scenic Columbia River Gorge. ■
ABOUT THE SPA
Spa type: Luxury resort
Open date: October 2002
Space in square footage: 12,000
Software used: ResortSuite
Signature treatment: The Optimizer, an
80-minute facial that uses collagen, elastin,
wild rose and hops to create anti-aging
results
Products Used: Yon-Ka Paris, Kerstin
Florian
Guest ratio (women to men): 60
percent women; 40 percent men
Contact details:
Bonneville Hot Springs Resort & Spa
1252 East Cascade Drive
North Bonneville, Washington 98369
Phone: 1.509.427.9720
Web site: bonnevilleresort.com
16 PULSE
■
December 2011