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“Making the Most of What you Have”. 37 th Annual Arkansas Governor’s Conference on Tourism Partners Luncheon March 7, 2011 . “Making The Most of What You Have”. R. Byron Carlock President and CEO CNL Lifestyle Company LLC. CNL Lifestyle Properties, Inc. - PowerPoint PPT Presentation
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“Making the Most of What you Have”37th Annual Arkansas Governor’s Conference on Tourism
Partners Luncheon March 7, 2011
“Making The Most of What You Have”
R. Byron CarlockPresident and CEO
CNL Lifestyle Company LLC
.
CNL Lifestyle Properties, Inc.
Launched in April 2004 as CNL Income PropertiesNon-traded real estate investment trust (REIT)Preeminent landlord of experiential real estate$2.7 Billion in Total AssetsPortfolio of 151 ski, golf, attractions, marinas, senior living & additional properties
Our Portfolio of Lifestyle Properties
33 Operators/Managers32+2 Geographies10 Sectors
Accessible Drive-To Locations
97% of properties are within a 3 hour drive to major metro areas
=
Ideal for “staycations”
Property Sector Timeline38 years / 6 down cycles
29 years / 4 down cycles
28 years / 4 down cycles
48 years / 7 down cycles
31 years / 5 down cycles
ALL34 years / 5 down cycles
‘72
‘81
‘82
‘62
‘79
‘79
‘61 Berlin Crisis& Bay of Pigs
’70 Vietnam War
‘75 Nixon Resignation& Oil Embargo
‘80 High Inflation
‘82 Savingsand Loan Crisis
‘91 Persian Gulf War
‘01 AccountingScandals & 9/11
‘08 Sub-Prime Crisis
Economic Cycles
Ski & Mountain Lifestyle
Golf
Attractions
Marinas
Additional Lifestyle
Properties
Vacation Time Around the WorldAverage vacation days per year
42Italy
37France
35Germany
34Brazil
28United Kingdom
26Canada
25Korea
25Japan
13United States
Realignment of Priorities + Time =
A Realignment of Priorities
Increase of leisure and lifestyle activities Pursuit of passions
ECHO BOOMERS
77MILLION
GENXERS
50MILLION
BABYBOOMERS
77MILLION
Marketplace Demographics2010 percentage of population by age group
An Incoming Wave of 203 Million
AGE
RETIREMENT BEGINS
PERC
ENT
OF
U.S
. PO
PULA
TIO
N
• Account for 36% of the workforce3
• Spending $400 billion/year4
• By 2015, will spend $2.4 trillion/year4
• Entering peak earning and spending years2
• Head 46% of households with children2
• Account for 22% of workforce3
• More than 22% earn $100,000 or more annually2
By 2015, will hold:1
• 83% of nations net worth• 53% of disposable income• 54% of consumer spending• Average household income of $94,400
Demographics & PsychographicsThe Demand “Drivers”
GEN XERSBABY BOOMERS46 64
ECHO BOOMERS77 97
”Encountering Anguish & Anxiety Across America” TIME magazine October 7, 2010
Topic ABest days are behind usKids won’t live as wellChina in driver’s seat
PoliticsDemocrats: don’t know what they stand forRepublicans: know exactly what they stand for Washington is broken
Most Passionate on: Financial community and effect on economy
Constant state of warEvery 1 mention of Afghanistan there’s 25 for China
Economy trumped terrorism
What Americans Are Thinking
Recent Wharton Psychology StudyTime matters more than money even when you live below the poverty line
“New Normals” Staycations over vacationsCutting back on small things
What Americans Are Doing
LA Times: Super rich are opening wallets wider at theme parksReuters: Winnebago quarterly profit tops Wall Street view –Class A category "New Normal” CNBC: Luxury sector rebounding as wealthy replenish their wardrobesUSA Today: Nation’s wealthiest 5% account for 37% of consumer spending; its OK to splurge WSJ: Safe to look rich again; new luxury is deeply appropriate
What Mass Affluent Americans Are Doing
Experiences Over Products
Fighting Frugal Fatigue 11/19/2009 The Boston
Globe
Frugality Falling Out Of Fashion?
10/19/2009 The Washington Post
Frugal Fatigue? Some Are Splurging A Little
05/06/2009 The Associated Press
In Recession, Americans Doing More, Buying Less
01/03/10 New York Times
Study: Experiences Make Us Happier Than Possessions
02/10/09 CNNHealth.com
Experiences Bring More Joy Than Possessions Do
02/09/09 US News & World Report
FRUGAL FATIGUEEXPERIENTIAL PURCHASES &
Family often encompasses three generationsParental guilt: both working in 60% of households
Kids in the driver’s seat Grandparents pick up the tab
Looking for kid enrichmentLooking for adult relaxation
What’s The “Perfect” Getaway?
Start with value proposition then capture luxury dollars upon arrival with up-sell opportunities
Social media is driving traffic: SMERF (Social, Military, Educational, Religious and Fraternal groups)
Fear is entering consumer decisions: flying, going abroad, economic/political environment, security/body scanners
Authenticity is the answer: “Consumers want a way out of their bad mood; only cure is authenticity”
Moods and Trends in Leisure & Lifestyle
10 Attributes of Authenticity of the Connected Generation’s Consumer Cravings
1. Shine the spotlight: Extreme personalization, marketing has a new face2. Raise my pulse: Adventure is the new social currency3. Make loose connections: Redefine the meaning of family4. Give me brand candy: Everyday objects get sharp intuitive design5. Sift through the clutter: Editors and filters gain new prominence6. Keep it underground: Rejection of push ads; rise of peer-to-peer networks7. Build it together: Connected; exploring creativity & influencing change8. Bring it to life: Orchestrating everyday activities--a sense of theater9. Go inward: Spiritual hunger, modern media find common ground10. Give back: Redefining volunteerism & community contributions
USAToday: Women, young adults are active ‘social animals’
“Attributes of Authenticity”:
Experience: Consumers want to get out there and test personal limits. They want to feel alive and shake up a stale routine
Transparency: Connected generation knows how to get full disclosure. The push model of marketing will no longer work
Reinvention: X and Y generations demand what’s new, better, faster and more efficient. If it doesn’t work they will find what does
Connection: The new market runs on cooperation. The hottest sites on the Internet like Facebook, eBay and Craigslist connect people
Expression: People are searching for new ways to define and express themselves
5 Essential Criteria Underlying All Cravings
Retail Market Examples
Whole FoodsFocus on specialty food with a story and locally grown produce; defied the recession with authenticity
TOMS shoesSocially conscientious retailer
Toms of Maine All natural and branding around their state
Las VegasFrom family focus in 90s, back to adult focus
CNL Lifestyle Properties Case Study
Historic, Iconic, Irreplaceable
Luxury hotel
Fine dining/Affordable dining
Golf/Fishing/Hiking/Camping
Skiing/Zip-Lining
The Omni Mount Washington Resort
Regional/State Authentic: Food/Wellness/Hospitality
The Southern BBQ Trail
California Mud Baths
Haycation
Hot Springs Bath House Row
Regional/State Authentic:Music/Arts & Crafts/Literature
Chicago Blues FestivalKing Biscuit Blues FestivalSpoleto Festival
The Literary Trail of Greater BostonMidnight in Garden of Good and EvilGrisham Trail
DollywoodSilver Dollar City
Regional/State Authentic: History/Geography
The Appalachian Trail
Maine Huts & Trails
Regional/State Authentic: Sports/Adventure
Robert Trent Jones Alabama Golf Trail
Sugarloaf Sugar Shack
Texas River Tubing
Q&A