Land conservancy seeks to radically change (pivot) revenue model to sustain 1,600 acres of wildlife sanctuary in Texas.
Problem
Vacation rental platforms (AirBnB etc) have become a double edged sword for rural vacation venues. On one side, they make it much easier to reach interested renters. On the other, access to renters has led to an explosion in ranch property listings. Ranch owners now have the ability to price their properties at breakeven rates (mortgage + cleaning + expenses) and essentially have a paid for ranch getaway. This makes short term pricing strategies for venues next to impossible, as the market is priced at breakeven.
In addition, occupancy rates in urban areas are supported by midweek business travel and averages ~55%. However, rural listings typically only see weekend vacation renters leading to occupancy rates of ~28%.
To cover the high costs associated with the managing 1,600 acres of wildlife sanctuary, a strategy was needed to increase occupancy rates while simultaneously increasing the amount of money each guest spent during their visit.
Strategies For Increasing Occupancy & Revenue
Agritourism
Build new attractions centered around biodynamic farming to draw from neighboring tourist activities.
Programed Retreats
Make hosting 4-5 day retreats a turnkey full service offering with added services and products.
Sustaining Membership
Once a person visits, they almost always return.
10% visitor conversion equals ~$60k in additional recurring revenue & a loyal group of volunteers.
Key Performance Indicators
%
Rental Occupancy
#
Weekly Visitors
$
Per Visitor
Deliverables
Pitch Packet / Investor Summary
Competitive pitch made to three oversight boards.
Unanimously awarded project.
Oversight Board Reporting
Quarterly financial progress Reports.
Weekly Status Updates.
Complete Rebrand
New logo, brand guide, new website, & messaging.
Media & Outreach
Created unique content for social media and website.
Technology Roadmap & Implementation
Full technology stack selection and integration.
Saved ~$900/month compared to original tech selection.
New Map & Trails
GPS mapping for pinpoint accuracy.
Hosted on trail apps for increased traffic.
Governance Model
& Project Management
Unique process to capture project ideas from members /onsite-team and track them to complete.
Review – Plan Project – Vote – Manage – Close
Financial Analysis &
Forecasting
Initial due diligence and annual financial analysis and forecasting.
Infrastructure Planning
Infrastructure planning to support new revenue streams.
Program Sales &
Pricing Strategy
Simplified retreat sales process by simplifying pricing and creating packaged deals.
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