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<br />l, <br />j. <br /> <br />EXECUTIVE SUMMARY <br /> <br />n-2 <br /> <br />The likely primary target market for the Hotel and Conference Center from a segmentation <br /> <br />standpoint is the group meeting segment, as a result ofa substantial array of Fortune 1000 corporations <br /> <br />in the greater Houston area and more specifically along the Houston Ship Channel and within the two <br /> <br />major business parks located in La Porte. <br /> <br />The other two significant target markets should be approximately equally balanced in their <br /> <br />contribution to occupancy of the hotel. These consist of the commercial transient segment and the <br /> <br />leisure segment. The commercial segment will be attracted primarily from the major businesses in the <br /> <br />two business parks in La Porte, and secondarily from the eastern/southeastern sector of Houston <br /> <br />extending from the Houston Hobby Airport to Galveston Bay. The lack of a first class, full-service <br /> <br />hotel in this sector of the metropolitan area away from the Hobby Airport provides a situation where <br /> <br />the proposed hotel will be able to capture a substantial portion of the existing and projected <br /> <br />commercial demand, especially that which is location sensitive to the eastern edge of the market sector. <br /> <br />The leisure segment should consist of a combination of weekend get -away vacations, golf <br /> <br />outings and other social demand related to family reunions, weddings, bar mitzvah, etc. <br /> <br />The anticipated primary market for the Conference Center is determined by the reach of the <br /> <br />marketing programs aimed at the various potential user groups and the overall scope and nature of the <br /> <br />recommended facilities at the Center. For corporate demand, the primary market area is expected to <br /> <br />be the greater Houston metropolitan area, with an emphasis on the eastern and southeastern sectors of <br />