Hotel Marketing Plan
DFW Hotel & Casino Marketing Plan
August 2010
Final Draft
Executive Summary DFW Hotel & Casino is a start-up resort that will offer gambling, restaurants, accommodations, and live entertainment to North Texas residents and out-of-state visitors. The casino market in Texas has been underserved due to prohibitive legal regulations that are now being relaxed. Presently, most Texas residents choosing to gamble must travel to adjoining states. Up to now, this has been a prosperous situation for business owners in neighboring states at the expense of North Texas entrepreneurs. The DFW Hotel & Casino will enable local investors to capitalize on the enormous gambling market in North Texas, while providing great opportunity for sustainable growth into future periods. Gambling has evolved into a recreational activity and has been successfully integrated with the travel and hospitality sectors in other states. The DFW Hotel & Casino will provide an indigenous entrance into this growing market. The potential to broaden services into related markets in subsequent stages is significant. DFW Hotel & Casino stands to gain a large portion of the North Texas market by developing a desired service that maximizes its appeal to local residents. The targeted market will no longer need to commute three to four hours to neighboring states. The resort Web site will incorporate disintermediation, allowing DFW Hotel & Casino to maximize profit margins, while developing younger tech savvy customers, which will sustain growth going forward. The resort will also sponsor a number of local events to develop good working relationships with local business and community leaders. The target market is currently estimated at 100,000 participants, who will spend approximately $2,400,000.00 annually. The primary target market is older couples with resources to spend and who enjoy travelling. Younger families and singles with an excess of discretionary income will be targeted as a
August 2010
Final Draft
Executive Summary DFW Hotel & Casino is a start-up resort that will offer gambling, restaurants, accommodations, and live entertainment to North Texas residents and out-of-state visitors. The casino market in Texas has been underserved due to prohibitive legal regulations that are now being relaxed. Presently, most Texas residents choosing to gamble must travel to adjoining states. Up to now, this has been a prosperous situation for business owners in neighboring states at the expense of North Texas entrepreneurs. The DFW Hotel & Casino will enable local investors to capitalize on the enormous gambling market in North Texas, while providing great opportunity for sustainable growth into future periods. Gambling has evolved into a recreational activity and has been successfully integrated with the travel and hospitality sectors in other states. The DFW Hotel & Casino will provide an indigenous entrance into this growing market. The potential to broaden services into related markets in subsequent stages is significant. DFW Hotel & Casino stands to gain a large portion of the North Texas market by developing a desired service that maximizes its appeal to local residents. The targeted market will no longer need to commute three to four hours to neighboring states. The resort Web site will incorporate disintermediation, allowing DFW Hotel & Casino to maximize profit margins, while developing younger tech savvy customers, which will sustain growth going forward. The resort will also sponsor a number of local events to develop good working relationships with local business and community leaders. The target market is currently estimated at 100,000 participants, who will spend approximately $2,400,000.00 annually. The primary target market is older couples with resources to spend and who enjoy travelling. Younger families and singles with an excess of discretionary income will be targeted as a