TM: How does 5757 Palm make initial contact with prospects? Is this more of a push or pull program?
AC: Well, we reach out to our past guests and then also people who have opted in to our eClub through our Web site, as well as people who have opted in to hear from us through auxiliary lists, which may be contests that we've run with different magazines where people have said, "Yes, it's OK to e-mail me special offers." So it's more of a pull program. Our promotional e-mails are doing two things: ... We're driving short-term revenue, and we're building [loyalty]. ... We're giving them a little bit of a taste of Wild Dunes when we send these messages. And it's based on seasonality, and it's based on who we are and the type of experience that you can get at Wild Dunes.
TM: What's the 5757 Palms process, from data capture to customer touchpoint?
AC: On our end, we set up the business rules such that the content that goes into the e-mail is first and foremost based on the folio. So if someone has stayed here, it's pulling information on what that person has already done and shown a proclivity for. And then, secondly, it pulls from eClub. So if someone has opted in to hear more about golf at Wild Dunes through our eClub, then it'll pull golf. And then, thirdly, through the type of auxiliary list. So, for example, if we ran a contest with LINKS Magazine, then we know that those people already show a propensity for golf. So we push golf messaging to them that way. ...
TM: How did Wild Dunes let consumers know about the 5757 Palms program?
AC: We sent to our entire database, and we've sent three [e-mails] now. We're sending them every other month, in addition to separate e-mail communications. ... We announced it by saying, "Hey, we're going to start to give you a lot more than just special offers. You're going to get a little taste of Wild Dunes." So it was more of a soft launch, in that it was an evolution of something that we were already doing.