Page 337 - NRH FY20 Approved Budget

DEPARTMENT / DIVISION FUND
PARKS & RECREATION – GROUP SALES AQUATIC PARK
PROGRAM NAME
GROUP SALES PROGRAM
DESCRIPTION / MISSION
The Group Sales Division of NRH2O Family Water Park is responsible for group and birthday activities, including the marketing
and promoting of these events. More specifically, the division handles consignment tickets and coordinating large corporate and
group outings, ensuring guests an enjoyable experience. This division experiences a high level of guest contact through
answering inbound park phone calls, organizing and executing group events and giving tours. The group sales team is responsible
for ensuring that guests have all the information they need for birthday parties, as well as booking the parties. They work directly
with the birthday party team to ensure satisfaction. They also handle distributing surveys to all birthday parties, groups, and secret
shoppers that visit the park. The information derived from these surveys is vital to future park development and also is a helpful
tool for measuring guest service scores. The surveys also provide information, such as guest demographics, which are useful in
future marketing endeavors.

GOALS
• To provide the best marketing data for future spending trends by tracking the most effective way to reach groups via survey
responses. (Financial Stability)
• To provide a positive experience through increased guest service to ensure return visits at good value to the consumer.
(Preserve Positive City Image)
• To provide accurate information with regard to all park programming, pricing and services through phone calls, print media,
publications and responses to emails. (Preserve Positive City Image)
• To hire and train team members to work autonomously, with the ability to make decisions that best serve the guest. (Financial
Stability)
• To utilize online reservation programs and Centaman’s group sales features to enhance guest service and increase bookings.
(Financial Stability)

OBJECTIVES
• Monitor budget weekly to ensure proper allocation and efficient expenditures of funds.
• Increase the number of groups and birthdays that book outings by four percent using new marketing and advertising strategies
as well as referrals.
• Increase the average number of dollars spent by each group or birthday by three percent by creating awareness of all
programming.
• Increase the number of corporate events and exclusives by scheduling ten presentation sales calls at companies with an
employee count of over 250.
• Increase the number of groups and birthdays by four percent by utilizing online booking opportunities.
• Increase the number of consignment accounts by two percent by utilizing the e.Agent module.
2017-18 2018-19 2019-20
PERFORMANCE MEASURES ACTUAL REVISED ESTIMATED
Goal: Financial Stability
# Of sales calls placed 300 450 450
# Of new bookings (Exclusive) 1 3 3
# Of retained bookings (Exclusive) 30 28 28
Total # of tickets sold 73,176 85,000 85,000
Total # of advertising pieces 1,500 2,000 2,000
Total # of bookings (All Categories) 2,248 3,100 3,100
Cost of labor $13,052.00 $5,000.00 $5,000.00
Amount of advertising dollars spent $1,914.00 $2,100.00 $2,100.00
Cost of advertising spent per total bookings $0.85 $0.67 $0.67
Cost of labor per booking $5.81 $1.61 $1.61
Average dollars spent by each booking $392.58 $354.84 $354.84
Increased revenue 0.00% 24.00% 24.00%
Increased number of bookings 0 112 112
Increased number of ticket sales 0 3,000 3,000
Park Survey (average score) 9.50% 9.50% 9.50%
Total revenue for department $882,513.24 $1,100,000.00 $1,100,000.00
Goal: Positive City Image
# Of guest surveys 250 1,000 1,000

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