|
GUIDING
PRINCIPLES
I. Seaside Heights needs to become and be
recognized as an outstanding, welcoming, hospitable
place to live and to visit- a town with a true sense
of community that enjoys sharing that sense.
II. We are all in this together and will either
succeed together or fall.
III. We must start with the great resources and
exceptional potential that we have and build a
strong foundation for revitalization from there.
IV. Everyone involved with the town; residents,
borough employees, business owners, employees,
visitors will be assisted in developing a deep sense
of pride in Seaside Heights.
V. A sensitivity to how everything done or said
in Seaside Heights contributes to a cumulative image
outside the community will be developed.
VI. Quality is the by-word; quality of life,
quality work, quality of experience. Seaside Heights
is measured against every other experience whether
it be Disney world or Home Depot and we must equal
or exceed those experiences.
VII. The creative development of sponsorship,
partnerships, relationships, and cooperative
efforts will optimize the available promotional
resources.
GOALS
GOAL 1: Recognize the greatest return possible with
available resources; financial, people, natural, and
capital.
Rationale:
There is a limited budget and a small number of busy
people available to surmount a significant
challenge. Every resource must be utilized as
effectively as possible. Each must be multiplied
through creative cooperative efforts. Many
opportunities will come through professional and
personal relationships.
GOAL 2: Instill in everyone involved with the
community a sense of cooperation, pride and
commitment, to be part of the revitalization of the
community, and respect for the needs and involvement
of each member and aspect of the community.
Rationale:
Efforts to build Seaside Heights will succeed as a
result of everyone working towards the same end
rather than wasting energy and resources
unconstructively. Business owners and residents need
to understand and appreciate the contribution each
makes to the overall success of the community and be
sensitive to each other's needs.
GOAL 3: Improve the total product that people
experience as a visit to Seaside Heights
Rationale:
People recall total experiences. A slight negative
can seriously color a person’s
perception of an experience. Marketing is most
effective when the product is consistent with the
marketing message.
GOAL 4: Build residents’
pride in their community.
Rationale:
People need to feel good about where they live. The
feelings of the residents towards their community
are reflected in subtle ways to guests and color
their experience of the community.
GOAL 5:
Maintain a consistent, credible, positive Image
for Seaside Heights in the media
Rationale:
The
benefits of advertising and promotion can be undone
by poor press. Example; coverage of the Bamboo at
nearly the same time as the various upheavals in the
Police Department would be taken in combination as a
part of the community’s image. Relationships of
trust and credibility with the media help in
defusing adverse situations.
GOAL 6:
Increase guest per-capita
expenditures.
Rationale:
There already is a base of guests who regularly
visit Seaside Heights. We will increase the number
of guests and visits. But we also need to increase
how much they spend, not prices, when they are in
Seaside Heights. This includes incremental increases
in the length of their visits, even if by only an
hour.
GOAL 7:
Offer Seaside Heights as a multi-faceted destination
by incorporating surrounding recreational
opportunities.
Rationale:
People seek a collection of experiences on their
days off and vacations. We need to offer as many
reasons to chose Seaside Heights over other
destinations as possible. Better to have them base
their recreation here while spending some of their
money elsewhere, than loose all of the revenue from
them.
GOAL 8: Support the sale and rentals
of properties and rooms
Rationale:
Desirable new home buyers, vacation guest, and
tenants add to the quality of the experience for
others and contribute to the economy and community
themselves. Healthy property values also improve
ratables. Happy tenants are also good source of
word-of-mouth promotion.
GOAL 9: Build the market across the bridge and
next door.
Rationale:
A
recent survey indicates that the year-round
residence of more than 12 percent of our guests is
in nearby Ocean County. This is a year-round source
of business. In addition, these residents have
visitors throughout the year. And many seasonal
homes whose owners’ permanent address may show as
elsewhere are in Ocean County.
GOAL 10:
Increase penetration in existing markets.
Rationale:
These are areas that show a tendency to provide
greater proportions of Seaside Heights guest. Where
guests are so concentrated, there is also the
opportunity to build on word-of mouth.
GOAL 11: Utilize existing special events more
effectively to increase revenues, enhance Seaside
Heights' image, and overall marketing goals.
Rationale:
Events draw guests. They provide entertainment for
guests, generate their own promotions, and are
usually self-supporting. There is tremendous
potential within special events to stretch the
borough promotion budget. There is also the
potential for an impact on peoples' perceptions of
Seaside Heights, both positive and negative.
GOAL 12: Establish new special events, to increase
revenues, enhance Seaside Heights image and support
overall marketing goals.
Rationale:
With more clearly defined purposes, new events that
support these purposes are needed. As with existing
events, there is tremendous opportunity for
stretching the borough’s
budget and promotion through special events.
©2003 Redpath & Associates, LLC
all rights reserved, reproduction without permission
prohibited
| 
