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National Sales "Convention' ' ___---, Sets $505 Million Goal for Year

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National Sales Vol. 7, No.9 November 1980 National Sales "Convention'_'________ -----, Sets $505 Million Goal For Year Some 175 marketing department Sunday with the first scheduled func­ wall rolled back to reveal "conven­ personnel whooped, hollered and tion being breakfast on Monday tion hall" in the adjacent ballroom. snake danced their way through the morning. They had been cautioned to As a Dixieland band played, the sales first day of this year's annual sales stay together in the room for some force moved into the room which was meeting. "announcements" that were to be divided into three sections ... for The two-day session, held at the made at 9 a.m. the Eastern, Central and Western re­ Marriott hotel in Sharonville, Ohio, At that instant, Gordon's voice gions. On the tables were straw hats near Cincinnati, took the form of a boomed into the room over the public and signs identifying the districts and political convention, complete with address system welcoming the dele­ regions. straw hats, badges, signs, a red, white gates to the convention as one entire Gordon gaveled the convention °to and blue bunting-bedecked "conven­ tion hall," and a band that swung in­ to "Happy Days Are Here Again" at every opportunity. The spirit-lifting fun comple­ mented the very serious side of the meeting, a determined effort to in­ crease Amtrak's business during the current fiscal year. Jack Gordon, assistant vice presi­ dent, transportation sales, and chair­ man of the convention, threw out a challenge to the assembled "dele­ gates," namely a goal of $505 million in sales, a hefty increase of $124 million, or 32.5 percent, from last year. The theme of the convention, "All For One in '81," was emphasized Tom McGinley, district manager, Washington, responds to the $505 million sales goal during the two days in a dramatic ar­ challenge. ray of visual and audio presentations. In greeting the sales people, Gor­ don said, "We are a team of profes­ sional marketing people with the combined capabilities of doing great things. That's why the national sales meeting theme is so appropriate. The year ahead is full of challenges that will put us to the ultimate test. "I know we will meet those chal­ lenges head-on because our ambition is unparalleled and the potential for achievement is overwhelming." Most of the procedures of the meeting, as well as its form, were well-kept secrets beforehand. The Clark Tyler, Bill Norman and Amtrak President Boyd react to the hoopla that ended the first sales people arrived at the hotel on day's "convention" session. Jerry Sheehan, director, national sales, leads the cheers. order and the serious side of the meet­ ment's 1981 plans for market plan­ pulling . moving ahead. " ing began. ning and analysis; reservations; mar­ The second day was spent by dele­ In his keynote address, Gordon keting services requirements; adver­ gates attending a series of "cau­ told the convention, "The 'All For tising and sales promotions; and sales cuses," or workshops, that dealt with One' theme reinforces Amtrak's cor­ programs. specific areas of the marketing de­ porate commitment from now on. Other speakers on the first day in­ partment. "For you to fully appreciate this, cluded Clark Tyler, vice president, The large convention bloc was split you must understand that your ener­ passenger services and communica­ into six smaller groups and each spent gies are being supported and reinforc­ tions, and Bill Norman, vice presi­ nearly an hour at each caucus meeting ed by every level at Amtrak. Not by dent, marketing. before moving on to the next one. just some departments, but by all de­ Both enthusiastically reinforced the The six workshops dealt with ad­ partments. " department's plans for the year and vertising and sales promotion; agency Gordon pointed out that meeting strongly urged the sales force to and tour sales; route marketing; cen­ the sales goals would help make Am­ meet-and even surpass-the $505 tral reservations bureaus; interna­ trak 44 percent self-sufficient by the million goal for the year. tional, government, military, mail end of fiscal year 1982 and attain its Amtrak President Alan Boyd and express, commercial, interline goal of a 50 percent revenue-to-ex­ spoke at Monday night's dinner. and intermodal sales; and the Official pense ratio by the end of fiscal year "The future of Amtrak rests with Railway Guide's upcoming new for­ 1985. you, the people who make up the mat that will include city-to-city "I say that with a conviction in the marketing department," he said. "I listings much like those in the Official quality and importance of our pro­ feel very good because you are all Airline Guide. duct," he stressed. confident, competent, know what Workshop leaders included Tim The afternoon was devoted to pres­ you are doing and have pride and a Cronin, Joan Wheatley, Bob Gall, entation of the convention "plat­ belief in who we are. " Ira Silverman, Tim Aufmuth, Bob forms" by Gordon and Kathy Hartz, Continuing, Boyd said, "I like the Smith, Hubert Hanrahan, Phil Held, director, sales programs. These con­ idea of all of Amtrak pulling together Bob Hagopian and Joyce Greene. sisted of an overview of the depart- in '81. Amtrak is made up of people During the sales session, partie i- (Left) Convention Chairman Gordon gavels the meeting to order. (Below) Amtrak's new line of merchandise-available for purchase-was introduced during a fashion show. (Above) John Anderson, now district sales manager, New Orleans, studies the new Official Railway Guide. (Below) An ice cream break . and a cone from President Boyd. Left to right are Joe Pollard and Bill Sprick, Minneapolis; and Russ Settell, Los Angeles. (Right) Bob Gall leads one of the "caucuses. " pants were introduced to several new "tools" that will be available to aid their sales efforts. An updated version of the former "Welcome Aboard" brochure will be available in January. A new travel poster is also available, one that al­ lows local sales messages to be in­ cluded in its design. A corporate standards manual, de­ tailing proper use of the company logo and other identification, is being distributed to each district sales of­ fice. Included is a set of 80 color slides for use in local sales presenta­ tions. These will be updated on a reg­ ular basis. Top sales and eRO winners pose with their bosses. Left to right, top row, are Ken Kar­ Also introduced was a new market­ chinski, Bob Hagopian, Roy Nyquist, Reg Bell, Bill Norman, Bill Smith, Jack Gordon and ing department newsletter that will be Jerry Sheehan, Bottom Row, left to right, are Gunther Settele, Bob Kujula, John Ander­ issued monthly. son, Bill Keim and Ron Rhodes. Backing the sales effort, too, will papers, magazines and the travel Also announced, at a special fash­ be an expanded advertising program trade press. Amtrak commercials will ion show, was a series of items that concentrating on spot announce­ now be seen on such programs as the are being made available for sale to ments on network television pro­ Tonight Show, Good Morning the public through Amtrak's new grams. These, in turn, will be backed America and all three network news merchandising programs. up with heavy use of radio, news- shows. Sales contest winners for both fis­ cal years 1979 and 1980 were an­ Mills Elected Board Chairman nounced at Tuesday's luncheon, at which Roger Staubach, former Dallas James R. Mills, of San Diego, was from San Diego State University. He Cowboy quarterback, was the fea­ elected chairman of Amtrak's board also did studies at the University of tured speaker. of directors at the London. Top sales districts for 1979 were board's regular Robert G. Dunlop, a member of Orlando, in the Eastern region; monthly meeting Amtrak's board of directors since Ju­ Houston, in the Central; and San on September 24. ly 1974, resigned from that post as of Francisco, in the Western. The tro­ Mills was first September 30. phies were accepted by Ron Rhodes, nominated to Am­ A long-time president of the Sun John Anderson and Bob Kujula, the trak 's board by Company, Dunlop was nominated respective district sales managers. President Jimmy for his seat on the board, in July The top region was the Eastern Carter in October 1974, by then President Richard M. with Bill Smith, regional sales direc­ 1977 and is current- James R. Mills Nixon. His four year term expired in tor, receiving the trophy. Los An­ ly serving a term that will expire in July 1978 but he continued to serve geles' Reservations Office Manager July 1982. pending his replacement. Roy Nyquist accepted the award for Prior to his nomination to Am­ President Jimmy Carter recently the top CRO. trak's board, Mills had been an active nominated William T. Cahill, former District winners for 1980 included supporter of improved rail service in governor of New Jersey, to replace Boston, in the Eastern region; Hous­ California. Dunlop. The President also nom­ ton, again, in the Central; and Los He was elected to public office in inated W. Howard Fort, an attorney Angeles, in the Western. The awards 1960 as a California State Assem­ from Akron, Ohio, to fill the vacancy were accepted by Bill Keim, Ander­ blyman. In 1966, he was elected to the created by the departure of former son and Gunther Settele, district sales State Senate and, since 1971, has Board Chairman Harry Edwards. managers. Top region was the served as President pro tempore of Also renominated was Charles Luna, Western, with Reg Bell, regional sales the Senate and as chairman of the vice chairman of the board.
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