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“We brought everything up to date,” says Billy Franklin, senior vice
president of sales and marketing. “I was just talking to an owner of
three units in The Cottages, who said they look even nicer than when
they were new in 2000.”
Winter Coats, Designer Shoes, Vacation Homes?
Inventory is limited in the Cottages and the Townes, but marketing
continues for the Estates, with units being built as current inventory is
sold, Franklin says.
To sell the new Estates units, King’s Creek Plantation hit upon a
novel idea: Open a showroom close to prospective owners’ homes,
where invited guests could relax in comfort to view a presentation.
“We’re going to them, versus having them come to us,” Jones explains.
Woodbridge, Virginia, was the logical place to put such a show-
room, Jones says. Only 15 miles from Washington, D.C., the nearby
Potomac Mills shopping mall draws shoppers from the affluent towns
of northern Virginia and those that ring the nation’s capital. In addition
to more than 200 stores, the sprawling indoor complex features an
IMAX movie theater and 25 restaurants, making it an entertainment
and leisure destination.
“It’s an easier commute to walk up to the mall, rather than drive the
distance to the resort,” Franklin notes. Open since May, the 3,500-
square-foot (325 square meters) showroom met its operating budget in
the very first month, Jones says. “It’s been extremely successful so far,
and looking past the initial setup, we see a very bright future for it.”
Kit is Key
Interval International’s Sales Tool Kit is an essential part of the showroom
operation, Franklin says of the product provided by the developer’s
exchange affiliate. “Without it, it would have been much more difficult to
sell units,” he says, considering that the prop-
erty itself is not immediately available to tour.
Large flat-panel touch-screen televisions
project Interval’s multitasking app, which con-
tains photos and videos, resort descriptions, a
map showing actual exchanges, member tes-
timonials, and more. The all-new, customiz-
able Workspace function allows sales staff to
corral presentations, press releases, and
other compelling components in one place.
“The kit is very user-friendly,” Franklin
says. “It is really key to our presentations in
the showroom.”
“We know that the sales process is most
successful when prospects are engaged, and
this technology does just that,” says Bryan Ten
Broek, Interval senior vice president of resort
sales and marketing for the U.S., Canada, and
the Caribbean. “STK allows the salesperson to
show — not just tell — prospects how
exchange works, and reactions from King’s
Creek and other resort clients confirm this.”
Surprisingly, there is no walk-in traffic at the Potomac Mills show-
room. “We give presentations at scheduled times by invitation only,
and we attract our buyers from permission-based leads,” Franklin
explains. Prospects fill out contact cards or register their information
on iPads at trade shows, cooking demonstrations, and other popular
venues, then are contacted by the resort’s appointment-setters. King’s
Creek Plantation also employs direct mail, Internet marketing, and
mini-vacations, among other tools. The resort is featured as a source
of accommodations on the websites of nearby tourist attractions;
many guests subsequently become owners. “We use every avenue out
there,” Jones reports.
More to Explore
King’s Creek Plantation’s location at the center of Virginia’s Historic
Triangle has always been a strong draw. “We’re next to Busch Gardens
Williamsburg and Water Country USA, 45 minutes from Virginia Beach,
and a few hours away from Washington, D.C.,” Franklin says.
“Because of our location, we have a lot of young families that tour.”
Vacationers young and old are interested in having more options in
the way they vacation, and with that in mind, the resort launched
points-based Club Explore. “This is a program that Interval custom-
designed for King’s Creek Plantation,” Jones explains. Rolled out in
2012, it has been a tremendous hit, he says. New buyers are offered
Club Explore exclusively, and owners of existing units also have the
opportunity to join, he adds.
With Club Explore Points, owners can upgrade locations, unit
sizes, or seasons. They become Interval Gold
®
members, which enti-
tles them to benefits such as ShortStay Exchange
®
, Interval Options
®
,
a concierge service, and other perks.
“Club Explore is an excellent product because it offers more flexi-
bility,” Franklin says. “Some of our owners come back every year. They
used to get one week, but now they can come back several times. And
if they come off-peak, they can get an upgrade.”
Club Explore, Jones says, “has proved itself to us.”
Next Move?
With a new sales center up and running, and an enticing points-
based product to sell, you would think that Jones and Franklin have
their hands full. But, “We have been working in secrecy on our next
project,” Jones says. “We are so excited
about this.”
While he steadfastly refuses to divulge
what shape it might take — or even to drop
any tantalizing hints — the project scheduled
to be made public at the beginning of 2016
will be a game-changer, he predicts. “We’re
really psyched,” Franklin confirms.” It has
been so carefully guarded that “not even the
sales force knows.”
Meantime, King’s Creek Plantation contin-
ues to leverage its gracious property and stellar
location, serving up a history-rich setting and
high-end experience to owners and guests,
and enticing new prospects to become a part
of its exclusive vacation community.
See page 2 for currency conversions.
Catherine Lackner, based in Miami, Florida, writes
for newspapers, magazines, and various media,
and has been covering the vacation ownership
industry for 10 years.
Developer:
King’s Creek Plantation LLC
Location:
Williamsburg, Virginia
Product:
Deeded timeshare with floating
weeks, Club Explore points program
Units:
The Cottages: 110 three-bedroom
detached homes
The Townes: 116 two-bedrooms
The Estates: 36 four-bedroom detached homes
Price:
From US$5,900 to US$54,900
Website:
kingscreekplantation.com
Social Media:
facebook.com/kingscreekplantation
twitter.com/Kings_Creek
plus.google.com/110735283800550512847/about
youtube.com/user/KingsCreekPlantation
King’s Creek Plantation
fast
facts
AN INTERVAL INTERNATIONAL PREMIER RESORT
27