Packages in ActionJoanna Bulmer – Swinton Park

Planning

• What are your objectives?• Increase number of sales• Increase sales at particular time of year, week, day• Increase frequency of customer visits• Increase spend per visit

• Put yourself in the mind of the customer - What will they want?• Type of Customer, Likely Interests• Purpose of visit• Season, Time of day• Cost/Value Perceptions

Swinton Park

Swinton Park - Objectives

• Encourage non resident guests

• Encourage guests to use more facilities at Swinton Park

• Encourage guests to visit more often

• Encourage guests to spend more when they visit

‘Celebrate Yorkshire’ - Sunday Lunch Tasting Menu & Wine Flight• Quality and taste benefits of

local and seasonal produce to upsell more expensive menu• Upsell opportunity of flight of

specially selected wines to complement dishes in the menu, to increase spend per guest• Secondary benefits of food cost

savings in selling a set menu.

Afternoon Indulgence

• Choice from selected Spa Treatments with Cream Tea

• £65 (perceived saving £10)

Plus• 20% saving when upgrading to

full afternoon tea encourages upsell

Cook and Chill Package

• Combines Mid-Week Half Day Cookery Course with 50 Minute Spa Treatment• Priced at £135 (£10 saving)

• Spa treatment can be taken by course attendee or partner, encouraging partner to visit too

Plus• Also a Partner’s Lunch at Cookery

School to upsell

Falconry Photography Days

• Attract a niche market to your product• New angle for sales• Package with lunch at Swinton

Park to gain lunchtime food spend – good perceived value at £85• Bring new market into Swinton

Park

Temple To Turret

• Offer guests the opportunity to experience both accommodation opportunities at Swinton Park• one night at Bivouac• one night at Swinton Park

• Encourage an extra nights’ stay and dining

• Build awareness of Bivouac

Swinton Bivouac

Swinton Bivouac - Objectives

• Encourage use of Bivouac as local venue for activities• Quieter times – Midweek, Winter

• Encourage regular visits

• Package activity with food to attract non residents – appeal to local interests, good perceived value

• Upsell opportunity with drink sales

In Stitches – Knitting Club

• Combine Knitting Tuition with Tea & Cake, or Wine & Cheese/Meat platter in evening• Encourage low season, mid-

week business• Encourage repeat business• Alternate afternoon and evening

sessions to suit working/non working• Upsell drinks

Game for a Pie

• Promote Quiz Night with Swinton Estate venison pie • Build on appeal of• Local, Seasonal, Quality Food

• Encourage low season, mid- week and evening sales• Encourage regular visits• Upsell drink sales

Marketing

• In venue – leaflets on tables• Website with supporting SEO• Free events listing websites• Leaflets in local non-competitive destinations, TICs, local shops and

services (doctor, vet, dentist – captive audience!)• Local media – parish and village newsletters• Social media• Emails to contacts – previous guests, other complementary

businesses

A Picture’s Worth a Thousand Words

• Include engaging images• Show benefit• The amusing, unusual and unexpected get published

• Keep copy brief - communicate key benefits and key facts

• Include guest endorsements if you have them• Link to TripAdvisor online• Transcribe into leaflets