Marketing A Hotel: Relaunching The Crown (04:06)
Scarborough is a seaside town on the coast of North Yorkshire, Britain. The Crown Hotel was built in 1850 and became a popular destination for wealthy vacationers. In 2000, Scarborough faced many problems including issues at the hotel due to lack of upkeep.
A New Start (07:08)
The Crown Hotel was bought by Richard Frank, a British businessman with big ideas to restore the hotel to its former glory. He wanted to repair the original glass ceiling in the rotunda area, but was unable to do so. Richard Frank also owns the Hotel Ambassador.
The New Features (04:53)
Richard Frank worked with contractors and designers to restore the cafe bar. General Manager Peter Kirby tried to get a local celebrity for the grand reopening. Richard Frank decided to build a swimming pool and gym at the hotel.
The Technology (02:09)
When Richard Frank took over The Crown he acquired an old computer system. He gave his brother, David Frank the job of sorting the antiquated equipment out. Potential customers can take a virtual tour of the hotel.
The People (03:42)
When Richard Frank purchased The Crown Hotel, he also inherited its workforce. Helen Taylor states that the workforce was fragmented and things were getting overlooked. Staff was expected to be multi-skilled, and the receptionists were expected to market the hotel.
Finding a Market (03:38)
Richard Frank states that the hotel's biggest problem was finding enough customers to fill every room. He wanted his place to have the best conference rooms in town. He explains how he was inspired to cut room prices by a trip to Florida.
One Year Later (01:09)
The swimming pool and gym took a lot longer to set up than what Richard Frank had first forecasted. Plans to develop the fourth floor have been put on hold. There have been long running problems getting the computer software they need.
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