Sales & Marketing Services / Success Stories

Creation of a Sales and Marketing Infrastructure John W. Engeman Theater, Northport, NY

Project
HVS Sales and Marketing Services, in order to keep relevant and active during the recessionary times (when we've witnessed a decrease in marketing spend by hotels) – decided to reach out to other "hospitality venues" in addition to hotels, in order to keep active and share best practices. So in 2010, one of Leora’s more interesting projects was a retainer with a Broadway Equity Theater – the John W. Engeman Theater in Northport, Long Island.

The theater, beginning its fourth year in operation, was a hidden gem in the community and needed a tremendous boost to position it as a premier regional Broadway Equity theater - through a coordinated sales and marketing effort...

The HVS Assignment
Through mutual colleagues in the worlds of marketing and hotel sales, Leora was introduced to the Engeman Theater with the hopes of helping them establish a formalized sales and marketing infrastructure. After nearly a year’s worth of retainer – so much more was realized.

Results
HVS Sales & Marketing Services immediately identified the parallel between a theater and a hotel – both entities which evoke entertainment and hospitality, with the need to attract a new guest, deliver an extremely positive experience, and have that patron leave only wanting to return. So initially, an assessment of current activities was conducted, and then HVS determined the appropriate hierarchy for implementing and carefully integrating a new team of sales and marketing communications professionals into the existing team of theater staff. Job descriptions were formalized, as was a personnel manual, reward and recognition program, bi-weekly operations meetings and weekly group sales meetings. Awareness of the theater in the region boomed through a better defined advertising program, publicity effort and cohesive sales initiative.

The owners are reaping the benefits of the team and programs that were implemented and plan to bring HVS Sales & Marketing Services back to continue to enhance its sales and marketing strategies in the next year...