Barry J. Parrish
Achievements
MARKETING STRATEGY / PLANNING
- American Airlines co-op: Developed strategic alliance combining resources of American Airlines, Aston Hotels & Resorts and Condo Resorts International to create “Condo in Paradise,” a wholesale marketing and promotional campaign that became American’s international AAloha Condo program for Hawaii vacations.
- AFM Hospitality Corp: Created multi-country barter advertising program for four brands with 30 hotels and restaurants in the USA, Canada and Indonesia to supplement cash expenditures.
- Thomson/Apple Vacations: Established and coordinated four distinct strategic phases of the marketing program, each of which utilized a distinct medium to accomplish its goal. The new strategy helped the company sell more vacations in one summer than in all three previous summers combined!
- Howard Johnson International: Created the industry’s most unique barter program, doubling marketing/advertising budget to $30 million.
BRAND MANAGEMENT
- Always Best Care: Consumer marketing programs led sales increase for senior care franchise system from $9.56 million in 2010 to more than $104.5 million in 2015, growing company to become one of the largest senior care brands in the USA .
- BlueWater Resort & Casino: Ended erosion of bottom line profit slide through VIP promotions and expanded, targeted advertising and promotions; instilled sense of pride and “ownership” among team members, launched employee recognition programs, loyalty programs, initiated committee approach to meeting employee questions and concerns.
- BlueWater Resort & Casino: Initiated brand positioning efforts, guest services upgrades, VIP recognition events, new website development, ticket sales/services for 2,000-seat amphitheatre, new top-line monthly P&L reporting, expanded casino promotions, consolidation of resort and casino divisions.
- Aston Hotels & Resorts: Rebranding often requires developing a theme which sets the company apart from its competition, is easily recognizable and memorable, is uniquely its own and not copyable by competitors. The theme created became the most recognizable among travel agents in the company’s 40+ year history, according to Questex research.
MARKETING COMMUNICATIONS
- Reno & Lake Tahoe: Utilized marketing research to uncover consumer motivations, revamp total marketing communications program and launch new award-winning advertising campaign – engineering a dramatic repositioning and leading to the best increases in brand history.
- American Airlines co-op: Conceived and implemented a cooperative program combining resources of multiple units of established brand, negotiated with and attained media placement primarily on a trade-for-rooms basis, accounting for 80 percent of program funding. Package sales for participating locations increased from 26 percent to 600 percent versus the previous year.
- Aston Hotels & Resorts: Created promotional theme for a Hawaiian hotel/resort brand that was used in advertising and promotional efforts for more than 25 years
- Personal (Barry J Parrish): Honored with more than 100 awards for marketing, advertising and public relations excellence, encompassing both traditional (television, radio, print, direct mail, outdoor, collateral) and digital media (website development, email marketing, search engine optimization, electronic newsletters, video blasts, podcasts and more).
CORPORATE COMMUNICATIONS / PUBLIC RELATIONS
- Turning Stone Resort & Casino: Launched marketing program for only regularly scheduled PGA Tour event held on Native American soil, generating annual attendance of up to 30,000 persons and over $300,000 for participating charities.
- Always Best Care: Led team efforts that raised $50,000 for three consecutive years in support of the Walks to End Alzheimer’s.
- The Queen Mary: Developed marketing and communications program that successfully positioned the RMS Queen Mary docked in Long Beach Harbor to serve as a business destination for meetings and conferences, broadly expanding its base from strictly a tourist destination.
- Always Best Care: Created ABC PR Journal, an award-winning website that allowed more than 100 franchised offices to launch and implement their own individualized weekly public relations and promotional email marketing campaigns at no cost to the offices.
SALES PROMOTION
- Cunard Cruise Lines: Developed the most successful, most imitated and award-winning family marketing and promotional program in the mid-level hotel category – Kids Go HoJo.
- Howard Johnson International.: Created frequent guest program named by Tom Parsons of BestFares magazine on NBC-TV’s Today show as “the best deal in the travel industry today.”
- BlueWater Resort & Casino: Customer appreciation promotions drove 50% increase in slots revenue for Arizona casino resort.
- Sunterra Resorts: Developed member benefits program vacation ownership families, forging programs with American, Delta and US Airways, Stardust Casino, American West Steamship Company and others.
- Turning Stone Resort & Casino: Introduced marketing program for Skaná, the Spa at Turning Stone; public relations efforts earned recognition in Condé Nast Traveler’s “Hot List” and as one of Spa Magazine’s “Best New Spas.”
PROCESS / PROJECT MANAGEMENT
- Aston Hotels & Resorts: Developed a combined cash/barter program to increase national magazine schedules while reducing cash expenditures by 47.5 percent, maintaining all previously scheduled advertising and expanding to critical new publications despite funding cutbacks.
- BlueWater Resort & Casino: Developed divisional consolidation plan for Arizona resort to eliminate duplication and reduce payroll costs by $400,000.
- BlueWater Resort & Casino: Initiated brand positioning efforts, guest services upgrades, VIP recognition events, new website development, ticket sales/services for 2,000-seat amphitheatre, new top-line monthly P&L reporting, expanded casino promotions, consolidated resort and casino divisions to eliminate more than $400,000 annually in excess costs.
- Turning Stone Resort & Casino: Introduced new reservations portal with TravelClick and entry to GDS; supervised creation of five new websites; initiated first email newsletters and online marketing campaigns; increased email database from 40,000 to 250,000 in less than one year.
INTEGRATED MARKETING
- Turning Stone Resort & Casino: Launched major casino resort’s first destination marketing/branding campaign – resulting in 253% increase in travel agent recognition of an “outstanding vacation experience” (source: Questex Media Research).
- Sunterra Resorts: Created international branding program, developed consistent global brand standards and transitioned multiple outlets to a unified brand strategy.
- Colgate-Palmolive International: Developed joint consumer/professional/educational marketing campaigns, working with subsidiary directors, Ministries of Health, Ministries of Education and national dental associations in 22 countries throughout Europe and Africa.
BRAND POSITIONING
- Firstours (Carlson Travel Group): Created a “quality by association” approach to negate past difficulties, and move from a “low price” to “value” positioning. Resulting sales and marketing campaign generated a total dollar volume increase of 165 percent!
- Always Best Care Senior Services: Utilized market and consumer research to establish viable and meaningful positioning for brand launching its first national consumer marketing program; resultant campaign earned more than 20 awards for marketing, advertising and public relations excellence.
- Howard Johnson International: Led repositioning efforts for leading hotel brand, resulting in return to pre-eminence, addition of more than 100 new franchised locations, and upward mobility to become one of top ten brands in the USA.
DIRECT SALES & SALES LEADERSHIP
- Reno & Lake Tahoe (RSCVA): Led sales team and developed marketing support to win 15-year development agreement for national championship venue with Professional Bowlers Association and Women’s PBA, resulting in more than 100,000 annual visitors to Reno/Tahoe area.
- AFM Hospitality Corp: Led technology sales group in selling the hospitality industry’s largest high-speed Internet deal, valued at more than $2 billion.
- Turning Stone Resort & Casino: Supervised corporate, tour & travel, education, association and military group sales for major casino resort, responsible for $25 million in group room nights.
- BlueWater Resort & Casino: Led sales team for bus tours, travel agent and F&B sales as part of running all operations for 400-employee, $40 million casino resort in Arizona.
- Grey Advertising, others: Led new business sales activities for major advertising agencies, winning accounts from such clients as American Express, Apple Vacations, Chicago Mercantile Exchange, Aston Hotels & Resorts, Littelfuse, Carlson Travel Group, Cunard Cruise Lines, Hitachi, First Family of Travel, Hawaiian Holidays, many others.
- AFM Hospitality Corp: Supervised two Vice Presidents/Sales for room sales, restaurants and catering for 20 hotels in Wisconsin, Minnesota, Iowa, Idaho, Oregon, Washington and British Columbia.
MANAGEMENT, LEADERSHIP & TEAM BUILDING
- Most importantly, I’m a team builder as well as a team leader. For example, people I have hired and/or supervised have risen to such positions (among others) as …
- Executive Vice President for La Quinta Hotels
- Vice President, Events for Realogy (parent company of Century 21, Coldwell Banker, Better Homes & Gardens Real Estate, others)
- Vice President, Brand Strategy, MGM Grand Resorts
- Vice President, Sales & Marketing, Univision
- Vice President, Advertising & Broadcast, Estee Lauder
- Vice President, Account Supervisor, Grey Advertising
- Vice President Marketing & Advertising, Coldwell Banker
- Vice President, Management Supervisor, Saatchi & Saatchi Advertising
- Vice President, Sales & Marketing, The Warwick Hotel Seattle
- Vice President Marketing, Knights Inns
- Vice President of Operations, Century 21
- Vice President, Sales & Marketing, Clise Properties – Hotel Division
Franchise Revenue Growth:
$9 million to $104 million in 5 years
Million