Effective marketing is essential in all phases of a hotel's life cycle and particularly in start up and turnaround situations. Effective marketing is measured by the growth of profitability. Proper positioning is the initial step in development or assuming management of an existing hotel. Following extensive research and a thorough evaluation of the market plan, volume, occupancy, and revenue goals are established that are ambitious and realistic. Horizon provides expertise and support using specific marketing programs to include competitive analysis, supply/demand analysis, selective sell guidelines, guestroom inventory control and yield management. The annual marketing plan includes sales actions monitored and updated on a quarterly basis by interaction between corporate staff and hotel management. Vital to the marketing plan is correct forecasting of revenues and budget allocations consistent with hotel objectives. Variances of significant degree are reported on a monthly basis to senior management and ownership. Our sales thrust is aimed at increasing revenues through increased market penetration at the highest possible yield. Standard sales programs include emphasis on client contact by hotel personnel and our corporate sales office. Activity is monitored by reporting systems for sales calls, bookings, entertainment and file control. Our national direct sales effort has presence in the travel industry market arena to include wholesalers, retails and tour operators. We attend major industry sales events to connect with major clients and our counterparts. Group contracts are established with major corporations, government agencies and specific producers. Our methodology includes national files, group history, lost business reports, and development of support features such as advertising, rack brochures, and other collateral.