ARDA speakers: over deliver and over promise

The president of the American Resort Development Association (ARDA) as well as other speakers suggested participants “over promise and over deliver” at the organization’s annual meeting.

ARDA President Howard Nussbaum suggested that at the opening session of the meeting held at the Venetian Hotel in Las Vegas.

He cited examples such as Lexus, Fedex, Starbucks and Apple. Companies such as Lexus treat customers as guests in their own home. One dealer even offers a spa where customers regularly say: “Let’s meet at the Lexus dealership for our spa day.”

“Without an over promise, you don’t exist,” suggested keynote speaker Rick Barrera. He used Apple’s iPod product as screaming out to “stop and take notice.”

He called it maximum exaggeration by driving real engagement by customers from a variety of angles.

Other examples he cited include Hummer’s “Like Nothing Else” and JetBlue’s “You’re Spoiled for Life.”

By: Frances Kiradjian