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WESTGATE RESORTS BY JUDY KENNINGER ALL ABOUT THE Experience Over the past few years, Westgate Resorts has developed new marketing strategies, adopted cutting-edge technology in its sales centers, and tried various lead-generation methods. But what’s made the biggest difference in growing its considerable owner base hasn’t been sales and marketing. “Although we constantly evolve our social media and marketing offers, what has impacted our value per guest and other metrics is delivering a higher level of experience,” says Mark Waltrip, Westgate’s chief operating officer. “We’ve had tremendous success with the amenities we offer — the restaurants, the retail outlets, the spas — all of which are discounted heavily to owners. It just enhances the value proposition of being a Westgate owner.” How successful are these amenities? Consider this: Built at a cost of US$15 million, the Ship Wreck Island Water Park, which opened in June 2015 at Westgate Town Center in Kissimmee, Florida, has already paid for itself — sales increased by US$1 million per week after the park opened. Other amenities, such as the Serenity Spa at Westgate Park City Resort and Spa in Park City, Utah, consistently outrank similar facilities at properties such as the nearby Waldorf Astoria Park City. “What we’ve learned is that tourists are looking for a unique experience, and they’re also looking for a unique value proposition,” Waltrip says. “We don’t nickel and dime our owners; instead we deliver a great experience that’s unique to the destination. That formula is working very well for us.” WESTGATE PARK CITY RESORT AND SPA, PARK CITY, UTAH Affordable Amusements The sales center at Westgate Town Center, on the second floor of the main building, features a large wall of windows. To capitalize on the view, Westgate built the water park on the second floor of a structure facing those windows, meaning prospective owners are greeted by the sight of a huge pirate ship. As they consider buying, they’re looking out at guests cavorting in the water park. “We recognized that guests were looking for more affordable options during their stays,” Waltrip says. “Theme-park tickets have escalated to the point that 24
JANUARY – MARCH 2017 VACATION INDUSTRY REVIEW RESORTDEVELOPER.COM WESTGATE TOWN CENTER, KISSIMMEE, FLORIDA guests can no longer afford to attend more than a few days in a week.” Owners at Westgate Town Center and adjacent Westgate Vacation Villas and Westgate Towers receive free admission to the water park, while renters are charged US$20. “Our owners pay a small portion of their HOA fee toward maintaining the water park, and they love receiving free admission,” says Waltrip. Westgate Resorts’ hot dog stand at the Cocoa Beach Pier in Florida. Fresh Dining Concepts Westgate has created its own dining concepts such as the awardwinning Edge Steakhouse in Park City, Utah, and at Westgate Las Vegas Resort & Casino; Fresco Italiano and Silk Road Asian Bistro, also in Las Vegas; and Drafts Sports Bar & Grill at Westgate Town Center and other locations. “A restaurant is a very important part of the guest experience,” Waltrip explains. “We don’t want to lose a $20,000 sale because of a bad experience with a $10 hamburger.” When creating restaurants, Waltrip maintains that you have to be the best in that space. “We have a wide variety of restaurants ranging from fine dining to quick-serve, but regardless of what space we are 25
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