Tourism and Hospitality Marketing
the Alabama Outdoor Adventure (AOA) Center
The Alabama Outdoor Adventure Center began operations seven years ago. It offers boating services, horseback riding, and mountain bike rental services at the Horseshoe Bend Military National Park in the Tallapoosa region, East Alabama. The owners expect to expand the scope of their recreational activities as well as the size of their facility to enable them meet changing client needs and the ever-rising customer demand.
Since its inception, the center has contributed positively to the Dadeville community, operating as a competitive outdoor recreation facility and focused, at the same time, on ensuring that its customers are kept satisfied. This business plan focuses primarily on the center's operational aspect. It defines AOA Center as a combination of two complementary functions - a recreation and sales center on one hand, and a customer-care facility devoted to ensuring that all persons are accorded equal opportunities to enjoy the beauty of nature. This undertaking presents a strategic plan for both components, and outlines a strategic direction that the center could take to increase its market share.
AOA has always had an edge over its competitors particularly because, unlike many other recreational centers, it offers multiple, complementary outdoor adventures; and for this, it has drawn the attention of both customers and critics. In the same spirit of customer satisfaction, AOA owners have noted the increasing number of persons with disabilities visiting the Horseshoe Bend National Park and have identified this as a promising business opportunity. On average, approximately 5% of people visiting the park annually have some form of mobility disability. Such persons have, for years, been limited to boat-riding at the Canyon, because at present, that is the only activity that has been adapted to suit their mobility needs. Can you imagine how frustrating it is to engage in the same activity over and over, with no clue what the rugged terrains and hilly mountains on the other side of the Horseshoe have to offer?
AOA understands that its success depends on how well it can transform ideas into real-life solutions for its clients. In this regard, the owners undertake to include a paratransit road tour service to the center's adventure list, where persons with disabilities will enjoy a road tour across the three-mile nature trail in vehicles designed to suit both their mobility and adventure needs. The paratransit road tour service, discussed in detail in the plan, presents every indication that if properly-executed, it is capable of yielding a 30% increase in revenues over FY2015. This plan is meant to solicit funds for the implementation of the same. The program is not only necessary, but also enthusiastic, and we believe that with a dedicated staff, volunteers with a vision, and the necessary financial resources, it could be a successful benchmark for disability-appreciation in America.
Introduction
The adventure travel market has, and continues to undergo rapid growth, accompanied by an enormous availability and variability of adventure recreational products. The center targets adventure-seeking travelers with active lifestyles, and the owners view this as a promising opportunity, particularly because of the increased emphasis on healthy and active living.
The Center is co-owned by Sherry and Eddie Green. Mr. Green acts as president, and Mrs. Green as his vice. They both have first-hand experience in communication and management, and a combined fifteen years of professional education.
Apart from its innovative and experienced leadership, the AOA center enjoys a number of other strengths, including being strategically located between the towns of Dadeville and New Site, both of which offer political, demographic, and economic environments favorable for outdoor adventure programs. Further, in just two years of operation, the AOA center has managed to build a strong reputation for itself, particularly in regard to customer service. The owners reckon that in a budding industry such as this, where success is based on customer perceptions more than it is in reality, client satisfaction is key.
Product Description
From the very onset, AOA Center has been developed through the transformation of hypothetical ideas into real-life solutions capable of meeting the changing needs of clients. It all began in 2005 when Sherry Green, then a postgraduate student at Auburn University, undertook a project for a marketing class, where she developed a marketing and operation strategy for a venture that would provide mountain bikes on a rental basis to adventure-seeking travelers on tour at the Horseshoe Bend National Park. Her husband, Eddie, saw this as a promising idea and immediately acted on it, transforming it into a real venture. Seven years down the line, what began as a local bike-rental venture with five Mountain bikes and a computer in a one-roomed office has transformed into a nationally-advertised outdoor recreational center with tour equipment, high-quality...
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