1. Marketing
Target Market
Demographics
• Female and male, predominantly female
• Late 20s to late 60s
o Future growth in the millennials
• Low-mid to high income
Wild Mountain Lotus has the potential to attract both males and females, but will
most likely attract a larger percentage of females or couples where the female is the
dominant influence in the decision making process. Accommodations and amenities
will target both genders. Many of the retreats and spa services offered will
predominantly appeal to female interests and spending habits. Specific retreats
however will be tailored to attract more male clientele, such as yoga, wellness, and
ski or mountain biking vacation packages.
Marketing will focus on targeting individuals in their late 20s to late 60s. Those in
the baby boomer generation who are active and focused on preventative measures
of physical and mental well-being would be interested in a spirit mind and body
resort. The yoga industry has also grown dramatically because of a larger interest
from the millennial group along with growth in Gen Y. While the 18-24 group does
not have as much disposable income as older age groups for a higher-end vacation,
this market provides potential for future growth and relationship building.
Income target will be low/mid-high income households, most likely singles, couples
without children, or retired.
Geographics
• Denver/Boulder
• Other high-population Colorado areas
• Major Texas cities
The predominant market will be geographic locations where individuals already
consider Crested Butte as a potential vacation destination and have heard of the
Crested Butte area. This includes the Denver/Boulder area, higher density Colorado
areas such as the front range and Grand Junction area, along with major Texas
cities. As the business grows, marketing can expand to other major cities that have
similar demographics and psychographics of the target market.

2. Psychographics
• Active
• Health-conscious
• Goal oriented vacationers
• Eco-minded
• Outdoor oriented
The target market will be active, health-conscious singles or couples that are
seeking an alternative vacation with goals of self-discovery and rejuvenation.
Individuals will be interested or want to learn dance, yoga, or other physical
activities that help them grow spiritually. Individuals in the target market will be
adventurous and want to experience the outdoor activities Crested Butte has to
offer. Psychographics include thinkers, innovators, achievers, and experiencers.
Other similar qualities of the target market are eco-minded, spiritual, open-minded,
and alternative.
Specific retreats will be tailored to varying target markets but will predominately
target active individuals who want to travel to an area offering outdoor activities. The
psychographic, demographic, and geographic qualities of those that will be attracted
to the Wild Mountain Lotus will be used to direct marketing and advertising
activities. This means choosing magazines, websites, and marketing campaigns that
are directed to these specific target markets.
Buyer Behavior
• High involvement
• High effort
• Infrequent
The decision making process of customers of the Wild Mountain Lotus will be high-
involvement and high-effort. Since there is high monetary and time risk involved
with vacation options consumers will seek high levels of information before making
their decisions as to where to spend their money. This will include providing a rich
website to interact with the consumer, as well as public relations and marketing
efforts. This also involves being conscious of contact points where consumers create
impressions and exceeding expectations as to what the resort has to offer so
consumers will return or tell their friends about the resort. This will require constant
communication with consumers before, during, and after purchase.

3. Place/Distribution
Since the Wild Mountain Lotus Resort is based on rest, relaxation, and rejuvenation,
placement and location will be emphasized in order to maximize these effects.
Hours of operation will be all day every day during busy seasons and more limited
during late April and early May when there are less tourists. It will be accessible
enough to the town of Crested Butte so guests can enjoy Crested Butte’s amenities
but secluded enough to make the resort feel like a destination in itself.
Price
As compared with other lodging options in and around Crested Butte pricing will be
above market. While it may be more expensive, Wild Mountain Lotus offers more
value to the consumer by providing a retreat experience. As compared with other
retreats that offer wellness services and specified dance and yoga retreats, the price
will be at market. Discounts will be offered when vacation packages are booked with
retreats. Specials will run during slower seasons as well, when there aren’t as many
outdoor activities.
Promotion
Advertising
• Gunnison/Crested Butte tourist related websites
• Dance, yoga, wellness, and travel related websites
• Dance, yoga, and wellness related events in the geographic target market
• Publications that reach the geographic target market
Advertisements will be placed on websites read by those thinking about coming to
Crested Butte such as the Gunnison-Crested Butte tourism association website and
other Crested Butte lodging related sites. However, as the retreats might attract
consumers that might not otherwise consider visiting Crested Butte, websites related
to dance, yoga, wellness, and travel will be beneficial advertising options.
Advertising will also be done at dance, yoga, and wellness related events in the
target geographic area. This includes sponsorship, flyers, brochures, or booths. As
the budget allows, advertisements could also be placed in dance, yoga and wellness
publications that circulate in the geographic area of the target markets. Other
internet related marketing could be employed such as application advertising on
smartphones and Facebook advertising to those with common interests.
Publicity
Articles will be submitted to local newspapers about the company and how locals
can participate in dance and yoga retreats, as well as spa services. On a broader
scale, Wild Mountain Lotus will host and participate in events to benefit non-profits
in the Colorado area that are arts and wellness related. General articles will be

4. frequently submitted to Colorado papers on different kinds of dance, yoga, wellness
methods, etc. to increase general awareness. It will also be helpful to develop
relationships with travel writers and bloggers. Social media will also be used to
extensively build awareness.
Personal Selling
Personal selling will continue on a routine basis. Relationships will be formed with
the Chamber of Commerce and other tourism related business that can provide
referrals. Personal selling will also play a part when advertising or participating in
yoga, dance, and wellness related events in the target market area.
Sales Promotion
Promotions will take place during the slower seasons to encourage more business.
More focused dance, yoga, and meditation retreats can take place during this time
since there is less outdoor activity taking place. Discounts will be offered to repeat
customers to encourage further brand loyalty and referral discounts will be given to
encourage word of mouth sales.
Other Market Opportunities
Market Penetration
Market penetration will include focus on potential tourists that already know about
Crested Butte in the Denver/Boulder area, larger towns on the Western Slope, and
targeted areas in larger metropolitan Texas. Market penetration will continue
geographically as the resort reaches a larger audience. Market penetration will also
focus on markets that are already consumers of a healthy, conscious and active
lifestyle.
Market Development
A broader offering of retreats and amenities will be offered to men to further
develop this potential market. As the millennial generation gains a larger amount of
disposable income, different appeals will need to be made to communicate the value
of a spiritually based vacation. As the company develops different retreats can be
targeted to appeal to specific ethnic groups. A sustainable and locally minded
restaurant can also be developed as the resort grows which will further enhance the
experience, while drawing visitors already in the Crested Butte area that might not
otherwise have heard of the resort.

5. Product Development
As time develops, weddings and major events will be held at the Resort as space
allows. A larger menu of wellness services could be added as the demand grows. A
restaurant, as stated above, will also allow for further product development.
Diversification
As the green and sustainable movement is growing, there is opportunity for the
resort to expand its services and retreats to a more sustainable education focus, for
the more eco-minded traveler and consumer. This could include workshops for
sustainable living in mountain atmospheres, as well as workshops in sustainable
building if the resort expands.
If the dance and performing arts aspect of the resort is popular, there is opportunity
to grow into a performing arts center, focusing on festivals and concerts with
diverse focus.
Competition
Direct
Direct competition includes any lodging operations in the Gunnison/Crested Butte
area. More boutique inns/bed and breakfast operations pose as the biggest
competition while more inexpensive standard hotels move further away from the
intended target market. Direct competition in the Crested Butte area includes:
• The Ruby Bed and Breakfast
-Six high-end boutique rooms
-Located in town of Crested Butte
-Offers high-end pet services
-Ruby Heart Sustainability Program
-Percentage of profits go to charities
-Breakfasts using local ingredients
-Offset electrical needs through Gunnison Green Power Program
-Organize and promote VolunTourism projects
-Compost
-Rated #1 Colorado Bed and Breakfast by Trip Advisor
-Rates range from $149-$349 per night
• Purple Mountain Lodge
-Five rooms
-Massage room with steam shower
-Gourmet breakfast
-Outdoor hot tub
-Bike cleaning and repair station
Rates range from $174-$269 per night

6. • The Elizabeth Anne Bed and Breakfast
-Six bedroom Victorian style bed and breakfast
-Pet friendly
-Prices range up to $225 per night
Considering the resort is a unique destination in itself, people may choose to come
to the Crested Butte area and stay at the resort because specific retreats are being
offered. Because of this, there is also direct competition from similar retreat based
resorts across the country. Direct competition in this sector includes:
• Earthdance
-Located in Western Massachusetts
-Nonprofit dance retreat center with a main focus on improvisational
dance
-Meeting space, sauna, meditation and massage rooms
-Canvas tent cabins
-Dormitory style lodging
-Provide three meals per day
-Rates are highly variable
• Kalani Oceanside Retreat
-Located in Hawaii
-Five dance studios
-Offer hulu, aerial, and ecstatic dance, fire spinning, fitness camps,
music festivals
-Edu-vacations
-Accommodations include lofts, campsites, lodge rooms, bungalows,
cottages, etc.
-Pool, Jacuzzi, sauna, activity rooms
-Three meals per day at an extra cost ranging from $13-$24 per meal
-Other classes include yoga, arts, and moving meditation forms
-Vacation packages related to enjoy Hawaiian adventure
-Wide variety of bodywork
-Workshop and retreat prices range from $1000-$3000 per retreat
• Anamaya
-Yoga and detox retreat center and health resort
-Located in Montezuma, Costa Rica
-Massage and spa services
-Organic food with vegan, raw, and gluten free options
-Creative arts circus retreats
-Costa Rican adventure packages
-Surf camp and yoga retreats
-Retreat prices range from $1000-$3000 per retreat
• Big Sky Yoga Retreats
-Located in Big Sky Montana

7. -Featuring cowgirl yoga with horseback riding, yoga and ski vacations,
yoga and hiking
-Lodge style accommodations
-Prices ranging from $1200-$3000 per retreat
Indirect
More indirect competition comes from any resort or vacation option. While most
wellness and retreat based resorts are located in warmer climates, Wild Mountain
Lotus is based in a mountain town. These other resorts have advantage if the
audience prefers a more tropical climate as opposed to an adventurous mountain
vacation/ski vacation.
Competitive Advantages
Direct
• Holistic tailored vacation packages
• Caters to a highly specific market interested in dance, yoga, and wellness
• Offers specialized destination services that customers travel specifically to
experience
• Further removed from the town of Crested Butte, offering tranquility and
better access to nature
• High-end hospitality and services
• Offers high mountain amenities such as hiking, mountain biking, skiing, small
town charm
Indirect
• Location – in the Rocky Mountains
• Tailored vacation packages specific to the Crested Butte area that include
skiing, cross country skiing, snowshoeing, guided tours, hiking, mountain
biking, horseback riding
• High-end hospitality and services
• Niche retreats offered in a mountain setting