Marcum Proposal

MIAMI UNIVERSITY

Retail Marketing Strategy The Marcum: Fallto2020 The front door exploring Miami A proposal to refresh The Marcum and enhance it’s operational footprint on campus as the gateway to exploring Miami.

Introduction: Since its establishment in 1981, The Marcum has continued to grow and adapt to the ever-changing hospitality industry and the dynamics of Miami’s campus. The goal and future of The Marcum focuses on its opportunity to be the gateway for exploration at Miami. Pulling The Marcum out of the quiet corner of campus and bringing it to the forefront will serve to enhance the overall Miami experience for all who visit.

Everything that Miami’s campus has to offer should start and end with The Marcum.

The Marcum will become the doorstep for customers to feel the rich beauty and tradition found at Miami by enjoying a fluid transition from campus to their hotel or meeting experience. Through select facility improvements, enhanced marketing strategies, and sound financial planning, this new vision for the The Marcum can be achieved.

Facility Improvement Proposal: The climate of the hotel industry along with guests’ expectations have changed dramatically since The Marcum was last renovated in 2012. Through extensive benchmarking shown in Figure 1 at the end of this document, the following is a breakdown of the key facility enhancements that will make The Marcum highly competitive in the Oxford and Southwest Ohio hotel and conferencing market.

Preliminary steps have been taken, with PFD and Robert Bell’s team, to outline the financial commitment required for each of these improvement key areas. PFD estimators will be available in January 2021 to begin a review of estimated cost expectations, by facility area, for this refresh project.

The overall look and feel of the refresh is to bring the beauty of Miami’s campus inside. Brightening up the internal space and furnishings that bring nature indoors will assist the guest in feeling more a part of the campus community.

Conversely, highlighting outdoor experiences on campus will contribute to the Miami campus connection. Wayfinding and a welcoming entrance with ambient outdoor lighting will begin to solidify the Miami experience at its doorstep.

Current photos of the lobby, patio and 124/126 2

Benchmark | The Lobby: The current lobby consists of furnishings repurposed from several different facilities which convey a non consistent first impression for guests. A refresh would create an inviting, comfortable lobby space by updating the furnishings, adding a market of convenience items, and creating

conversation spaces that foster collaboration and a welcoming experience.

Additionally, by adding a front desk kiosk, the guest’s first impression would be a technologically innovative and fluid experience.

Themes: social hubs, lobby market, kiosk check in

Benchmark | The Patio & Outdoor Areas: The patio is an opportunity to greatly enhance the guest’s entrance and impression of The Marcum from the parking lot, and to extend marketability of The Marcum’s spaces to event planners. Patio refresh enhancements would include

fire features, comfortable seating options, and better lighting options. Hotel guests could enjoy their morning coffee next to the fire and conference attendees could enjoy a meeting break complete with a change of scenery and fresh air year-round.

Themes: ambient lighting, relaxation + social hubs, outdoor activities

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Benchmark | Meetings and Technology: The Marcum’s meeting rooms provide a good selection of room sizes and configurations, but are lacking in atmosphere and technology in order to be competitive with similar options in the region. Lighting and environmental refresh will enhance the meeting experience and bring The Marcum up to date in the conferencing industry. Brightening up the existing windows will allow the light and beauty of campus to flow into each meeting space by

once again, supporting The Marcum as the gateway to campus. An additional opportunity to convert rooms 124 and 126 into an executive boardroom that would provide a collaborative, yet private space for the smaller meeting audience. The modernization of The Marcum would create flexibility among various meeting styles and set it apart from its competitors.

Themes: state of the art technology, natural lighting, en suite executive meeting space

Benchmark | Guest Rooms: The current hotel room accommodations limit The Marcum’s flexibility to serve more diverse target segments. To better accommodate the transient guests and athletic groups that come to campus, the recommendation is to reconfigure a portion of the guest rooms to provide two double beds rather than the large inventory of king bed

accommodations currently available. Previous lost business has been attributed to the lack of flexibility that king accommodations provide. Updating the furnishings and new bedding is well past the industry standards for refresh.

Themes: reconfiguration with two beds, new mattresses & Miami artwork and textiles for an in room refresh

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Strategic Planning & Marketing Outlook: In addition to facility improvements, the Event Services team conducted a thorough SWOT analysis, found in Figure 2 at the end of this document, to identify a clear direction for the strategic plan to expand business.

Strategies include greater targeted marketing to key audience segments, easing the customer journey both online and onsite, and creating a Love & Honor driven experience for all guests.

It will be imperative to reinvent the meeting experience with a hybrid meeting format, services and amenities for the future of post pandemic meetings and conferences. Preliminary exploration into state of the art platforms for hybrid meeting packages is being conducted as an option for the Miami Event Services internal and external customers.

Internal Customers:

External Customers:

• Miami First.

A multi-layered awareness campaign will serve to bring

A Miami First plan would urge every department to

The Marcum to the forefront of campus for external

see the The Marcum and Event Services as their initial

customers. This campaign will include:

resource for all hotel and meeting needs. The proposal includes an Event Services plan to request

•

facility’s location on campus

that all internal Miami departments give Event Services the first right of refusal on all hotel, meeting and/or conference event needs which would include

•

resources (Small Market Meetings newsletters,

effective solutions for internal Miami departments

Midwest Meetings Magazine, etc.)

and strengthen the Miami brand through an all-

•

•

members will be crucial to The Marcum’s success as the doorway to Miami. With several new deans, administrators, and staff across campus, the strategic plan includes highlights of what The Marcum and Event Services team can offer each department

Highlighting The Marcum’s flexibility for all events including single or multi day conferences, retreats/

A large-scale awareness campaign, to reintroduce

meetings or special events

The Marcum to the Miami faculty and staff START HERE AT THE MARCUM

Strategic and targeted marketing to regional meeting planners through existing print media and digital

The Marcum. This approach would provide cost

inclusive experience for guests.

Integrated wayfinding to ease navigation to the

•

Reintroducing The Marcum as a one-stop shop wedding venue with an updated virtual storefront on the Knot and increased marketing to regional customers/ planners

within their amended budget constraints. A strong Marcum partnership with all Miami’s academic divisions will reinforce the doorway to all that Miami has to offer.

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Figure 1: Hotel Industry Research Fall Hotel / Location

Marcum Current

Ideas for Future Consideration

Purdue Union Club Hotel

Oxford: Hampton Inn

Notre Dame Morris Inn

The Statler at Cornell

Georgetown and Confere

Room Capacity/Features

55 rooms: 4 King suites w/DQ sofa bed, 4 DQ suites, 5 standard DQ's, 4 single king ADA, 38 standard sinlge kings. Desks, comfortable chair with ottoman, pillowtop mattresses, 3 levels of pillow density, 42" TV, full range of cable channels, Miami U art

*add wall mounted or furniture style additonal sleeping spaces to increase capacity of current footprint. *update rooms with "Miami" touches like a logo bolster pillow maybe a Love & Honor piece on bedside wall *adding smaller pieces to connect with university

182 rooms; Standard Full Doubles, Single Kings(Deluxe*, Executive*, Suite*, Bay Suite) *include sleeper sofa, Purdu U bolster pillows and art

74 rooms - mix of single kings, DQ's and king rooms with sofa bed, glass showers, refrigerators, microwaves, inroom safe, desk, lap desk

132 guest room (mix of single kings/DQ's) / 18 suites * pet Friendly w/ Fee. Notre Dame throw and colors, formal, traditional feel, bath robes, glass showers, in-room safes

146 guest ro MCC- no exa ADA, King S Suites.

Common Space

Lobby

Front desk area along back wall, mix of tables and upholstered furniture. Low lighting, built-in breakfast and morning beverage service, existing built-in bar area, retail corner featuring Miami clothing and gift items

* open area to allow for additional seating relatively small check in area Upholstered seating clusters, small arrangements. Enhance the Miami bookstore with two terminals (no self check tables, fireplace, large table for offerings to include sundry items. Refresh furniture to in option obvious) work/dining - 12 seats a more modern look. *add suspended lodge-like fireplace replacing wall between stairwell and central lobby, opening area and modernizing seating around it. Include a 8-10 person work table *redesign the check in desk so the desk attendants have a clear view of the bookstore, market and sundry items. Staff member can assist (keep eyes) without leaving their station .

Conceirge desk, gift shop, living room style lobby with fireplace.

153 rooms: mix of standard single kings and double queens, deluxe (with view) single kings and double queens, junior suites. Complimentary bottled water and bath robes, desks, in-room safes, iHome with charging station, Cornell U thow on each bed, pillowtop mattresses, campus photos on walls, touches of red in some lamps/room accessories Clusters of upholstered seating, welllit, planters, welcoming space for mingling/relaxing

Business Center

Small desk with older PC/printer

*update to a kiosk station with printing capabilities. *remove completely and allow printing services for guests.

Yes, 24 hour

Hotel guest key access to business kiosks off lobby - PC's, printers assisted by front desk attendants

Yes. Three c

Benchmark Area

Subcategory

Outdoor Area Courtyard with 'parking lot' lighting, gazebo, access to formal gardens, adjacent hiking trails

Technology

24-hour business center with PC's and printers

*introduce seating for private gatherings with bar area outdoor courtyard with overhead Shopping plaza with seating area not that remains flexible for functions *add permanent lights related to hotel "cover" to a portion of courtyard to allow for use in all types of weather *introduce a fire and water feature visible to a maximum number of guests *develop "campus, resort, or compound" concept with Formal Gardens, Greenhouse, play area(bocce or other yard game, Gazebo with hillside seating options for functions, trail system(make it feel like our own) *invest in mircrophone, phone and video equipmment Boardroom to enhance video conferencing for hybrid meeting options. *mobile "teaching" or presentation stations that can easily be utilized by speaker that includes laptop options for an additonal fee. *Install tech screens outside each meeting room door to show who has room reserved. *Add screens to hallway, lobby area with meeting space information. *Need to be able to accommodate future model of conferences and meetings with virtual platforms (room darkening blinds with automation)

Meeting Room

Ceiling-mounted projectors, 3 levels of full overhead lighting, 3 levels of can lighting, spotlights for podiums, upgraded audio (check date of upgrade)

Hotel Room

iHome alarm clock with iPhone and iPad charger built in, *introduce QR codes in elevators and in hotel rooms media hub on TV, complimentary WiFi throughout property (with wall decals) to share cleaning procedures and manuals *chat with front desk or management via apps for contactless assistance *In-room tablets to replace guest directory. *Add touchless guest options such as mobile keys, text communications. * I like the idea of in-room tablets - use them to promote book store and other Miami focused areas - dining locations and hours, ability to book sessions with rec center interns, GET to order food from campus locations, etc.

Lobby/Outdo Complimentary WiFi, 60" ceiling-mounted TV with campus or Area cable access and ability to stream content from front desk access point, monitor with facility event information and ability to display ads/announcements

refers to one but not pictured on website

*bring the TV viewing down to a comfortable level in both lobby and introduce in outdoor covered area

Complimentary WiFi

Wind Family Terrace - open air Terrace restaurant, nearby Botanical patio with umbrella tables, fire pit, Gardens, golf course, swimming areas food and beverage services at the falls available.

2 main rooms. Ceiling mounted 16,000 sqft. meeting space with stateprojectors and screens. of-the-art executive education center, Podiums, microphones. Website ballroom also talks about working with the Confernce Center.

Televison, Free wi-fi, hair dryer, coffee maker, mini fridge. ADA rooms have remote controlled window treatments. 48" TV

Complimentary WiFI, 43" LCD TV,

Televisions, background music

Complimentary WiFi

Figure 2: SWOT Analysis Strengths

Weaknesses

Opportunities

Threats

Customer Care

Organizational Structure

New Academic Leadership

Covid and Travel

Location

Outdated Lobby

Miami First Policy

University Budgets

Regionality

Patio

Modern Wellness Programs

Spooky Nook - 2022

Secluded Setting

Beds

Van Wagner Marketing

Turning Back On

Facility

Lack of Loyalty Program

Hybrid Events/Virtual

Image Impact of Isolation

Adaptability

Lack of Double Rooms

Covid Kits

Hybrid Events

Conference Space

Lack of Restaurant/Bar

Spooky Nook

Facility Refresh Needed

Campus Resources

Lack of Hot Breakfast

Facility Upgrades

Miami only real draw to Oxford

Connection with OVB

Conference Space

Lack of local competion

Active Support of Local Economy

Wayfinding

A/V Updated 2017

External Security Accessibility Event Noise A/V for Virtual

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The Marcum Conclusion: The Marcum has continually evolved since it first opened its doors. Its mission originated with exclusively serving internal Miami customers. The business model expanded over the years to include external guests, social and conference business. With the current format as an isolation wing for those affected by the pandemic, now more than ever, it will be time for Marcum to evolve and grow out of this in a positive way.

A renovation has not been done at The Marcum since 2012. A refresh that brings The Marcum to the doorsteps of campus and is tied to the scope of the University’s goals and outlook for the future is especially timely. Using both internal and external benchmarking methods, reviewing industry trends and establishing phased strategies, this proposal outlines a path for Marcum to step out of the quiet corner of campus and become the front doorstep to exploring Miami.