Mr. Rosenberger

Sales & Marketing

Spring Cleaning: 5 Simple Steps to Cut Costs and Attract More Families

By Matthew Rosenberger, Consultant & Publisher, ABC Travel Guides for Kids

My daughters enjoy playing soccer and I enjoy coaching them. My oldest daughter not only scores goals but she is a goalkeeper as well, she understands the game and is a leader. My younger daughter scores goals too, understands how the game is played, and plays to win. As a soccer coach my job is to prepare my daughters, and the rest of the team, for the spring soccer season so when they step on to the field, win or lose, they are able to compete. In putting together my “game plan” for our first practice, just weeks away, I decided to highlight my 5 simple steps to becoming a great goalkeeper. While working on the practice plan it was clear to me that the principles were also applicable to the work I do in the hospitality industry so I decided to modify them so I could share them HotelExecutive.com.

1. Understand How the Game is Played

Most goalies don’t start out in the position they grow into it. Gaining experience in different positions on the field helps a player to understand the different responsibilities of each player on the team. It is no surprise that the ending point for many goalkeepers is coach or manager. The experience gained in playing different positions on the field prepared them to become a coach or manager. There are countless stories in our industry of individuals who have started their career in the hospitality industry at the lowest levels and ended up in high-level management or front office positions. Understanding the different jobs and responsibilities in a hotel enables relationships to form and respect to be won. To cut costs and trim the fat you must understand how the game is played much like the goalkeeper does as the field general and a team leader. On the soccer field it’s not all about height or ability to punt a ball, its about athleticism, instincts and positioning. In the hospitality industry it’s not all about college and advanced degrees, it’s about experience in the trenches and learning the role of each tool in the toolbox. Understanding how the game is played, and valuing and respecting your employees will save you money and attract more families to your property.

2. Talk, Talk, Talk

Soccer goalies must never forget to constantly talk to their teammates. They see the field better than any other player on the team. They often understand the game better than any other player on the team does. They must constantly communicate with their teammates - which opponents to mark and make sure each player is in the right position. If their teammates don’t mark the right opponent the opponent will be in a position to score. Great goalies encourage their teammates, they don’t yell at them they teach them. It is this communication that allows a team to become successful. Players must understand that the goalie is the field general with one goal in mind, how can we win this game. Fundamentals are the key, mark the right player, be aggressive and win your ball, don’t be caught out of position, and anticipate and know where my teammates are at every time. The only way to achieve these goals (no pun intended) is to talk to each other. The same is said within a hotel. It’s all about fundamentals. The front office must talk to the back office. The sales team must coordinate with the marketing team. The food and beverage department must be on the same page with the direction of upper management and market trends. The concierge must talk to the marketing team. Failing to talk to each other results in wrong decisions that will cost your property money.

3. Know the Angles

A good goalie knows how to cover all the angles; it is a prerequisite for the job. The closer the opponent is to the goal the harder it is for them to score. Practice and preparation will ensure that a goalie anticipates and cuts off a goal scorers angles making it harder for them to score on a breakaway. Just like a goalie would never stand on the goal line and watch the action, you must take action and cut off the angles. In a breakaway situation a goalie will often rush toward the opposing player to appear bigger and take away the angle. To cut costs and save money you must know all the angles. What are the trends in the industry? How can we anticipate future market changes? What can we do to protect our bottom line? If you lie down too quickly (just like a goalie who makes this mistake) it’s going to be too late and your opponent will score. Don’t get caught here, your opponent may be very skillful too, it’s all about who makes the first move, and the proper reaction to that move. When the goalie dives to make a play saving stop the team is in a position to win. Diving at the wrong time and the wrong angle might result in a loss. Know all the angles and improve your chances of making the stop.

4. Quick Reflexes

Some people are born with quick reflexes but most people have to work hard to gain the skills necessary to become a great goalkeeper with quick reflexes. Great athletic ability and good leadership characteristics, without good reflexes, are not enough. Great soccer goalies work very hard on their reflexes, they understand that having quick reflexes is the key to their success. There are many activities goalkeepers can do to improve their reflexes besides playing soccer year round. Of course the speed and smaller field size of indoor soccer is very helpful. As are some squash, racquetball, and basketball. But good reflexes are also tied directly into good instincts which means studying how the game is played. The key here is to know your opponent, study the film and watch what they are doing. Watch their games as a spectator; learn to anticipate their moves so your mind tells your body what to do in anticipation of their move. This is probably the most important of the 5 keys for your property to implement a program that will cut costs and attract more families to your property. It means spending the time to learn about what other properties are doing to attract families. What family packages are in place, what amenities are they distributing to their guests? What menus are they offering families? Do they have a kids club programs and where do the advertise it? What alliances have they formed with kid friendly partners? Do your homework here and learn how to anticipate what their next step will be and you will be prepared to counter their actions with your own. If you want your share of the lucrative family travel market you have to work hard to understand what families want by gauging what other properties are doing and how they are doing it.

5. Read Your Opponents

Goalies know that most players look at the spot or direction where they are going to try to shoot. Lesser skilled players often shoot the ball directly at the goalie making the goalies job easier. The most skillful players are not so helpful and will not let their eyes give away their intentions. So goalies must learn to read body language and watch the feet of their opponent very closely for an indication for the direction of the shot. Understanding that the direction of a player’s foot is usually the direction that he/she will shoot is the key to making the stop. Today there is so much information available on the Internet that knowing what your opponent is doing is not so difficult. In fact, not only can you readily access this information on their website or press releases, you can actually read what their guests think about them since many people post reviews on a number of industry related websites.

Consider an opportunity that I believe is out there and just waiting for the right property to take initiative and make the first move. Not too long ago Las Vegas tried to bill itself as family destination. The timing was wrong and it did not work and so the idea was abandoned. Today’s climate is different, and I strongly believe the time is now for a Vegas property to reexamine that decision and take another close look at demographics and the state of the industry in general.

I believe there is enormous opportunity for a properly marketed family resort to have lots of success in the Vegas market. There is a large segment of the population that wants to visit Las Vegas with their family and there is currently no venue in Vegas for them. The time is now for a property to capitalize on this market, take initiative, and make a decision that will attract the a large segment of the lucrative family travel market. Whether it’s a Great Wolf Lodge type property, a Disney or Nickelodeon type property or an “outside-of-the-box” true family loving entrepreneur, I wonder who will make the first move here - before this amazing opportunity is gone?

Matthew G. Rosenberger is a family travel consultant and publisher who works with hotels that want to be recognized as the most family friendly in their region. He is publisher of ABC City Guides for Kids, an all-in-one alphabet book, activity guide and souvenir. The books are customized by hotels and resorts to feature their images, logo and address on the book's front and back covers. Mr. Rosenberger also promotes his selection of family friendly hotels at his website and family travel related assignments through his "We Love Kids" and "TOP FIVE" pick selections. Mr. Rosenberger can be contacted at 215-242-4011 or mgr@kidstravelguides.com Extended Bio...

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