LEDGERLANDMARK RESORT

Volume 341 January 2021

How do we rate? out of What does the general public consider when they are unfamiliar with a / resort. 4.2 5 An easy way to determine whether or not a property has the features you're looking for is by checking its website and the ratings and reviews available online. These ratings TripAdvisor can tell you a lot about the quality and amenities of the hotel / resort. Based on the Official vs. Unofficial Star Ratings opinion of The first thing to understand about star ratings is that there are official and unofficial 1890 people star ratings. Any hotel can say that it is a five-star hotel or a three-star hotel. But unless you are sure that the star rating is official, take it with a grain of salt. The original star- rating system was started by Forbes Travel Guide in the 1950s. Since then, several dif- ferent evaluating bodies have assigned stars, so it's important to check who the evalua- tor is and what its system entails. For instance, in the U.S., Forbes is still one of the leading star-assigning bodies, as is AAA. 4.5 out of 5 AAA's Diamond Rating System comprises two distinct components. The Approval Requirements are uncompromising, mandatory standards, while Diamond designation Google is based on specific criteria measured during an on-site visit. The extensiveness of Based on 858 reviews. services, amenities, and décor provided, as well as standards for cleanliness, comfort and hospitality are measured. The Landmark has consistently been awarded Three Diamonds by AAA. Online Ratings and Reviews There are a variety of on-line sites that provide crowd-sourced ratings and reviews. TripAdvisor, Google, Facebook and Trivago are among the most popular sites. Tripadvisor, the “world’s largest travel site,” accounts for 25% of all hotel reviews from 4.7 out of 5 the top 10 sites. It offers online reservations and bookings for transportation, lodging, travel experiences, and restaurants. TripAdvisor has a bubble rating system from one - five, and every guest that submits a review can rate a property accordingly. Facebook These bubble ratings directly influence quality scores. As you might expect, more positive reviews mean an improvement in overall ranking. As of mid-December we are Based on the opinion of rated 4.2 out of 5 on TripAdvisor, based on 1,880 reviews. A more detailed look at the 173 people activity for TripAdvisor can be found in a summary on page 3. continued on page 2 Volume 341 LEDGER January 2021

How do we rate? continued from page 1

Google and Facebook It’s no surprise that Google and Facebook are also at the top of the list. Google has a massive audience - with many people using Google search daily - which increases the chance for them to view our resort and our Google business listing (which can help 4.4 out of 5 generate leads and direct prospects to our website). Our Google rating for the resort is Same rating as and - 4.5 out of 5 stars, based on 853 reviews. Our Facebook rating is 4.7 ouf of 5 stars, both owned by . 205 reviews. based on 173 reviews. Others Again, the list of online travel companies is substantial. And they all have different rating systems. Based on 205 reviews, our Expedia / Orbitz / Travelocity rating is 4.4 / 5 (“Excellent”). On .com our rating is 9.0 / 10 (“Superb”), based on 143 reviews. On Yelp, we are rated 3 / 5, based on 55 reviews. Others that we don’t regularly track: n Hotwire n Booking.com n TripIt n Wikitravel n Angie’s List n Wander n oyster.com RCI and II Many Landmark Resort owners participate in the Resorts Condominiums International (RCI) and/or the Interval International (II) exchange programs. Both RCI and II have recognition programs based on guest input on post-visit comment cards. We have recently learned that the Landmark has regained the RCI Silver Crown recognition for 2021, and was very close to earning the highest RCI recognition - the Gold Crown. The resort is an II “Select Resort.” We monitor a variety of ratings and reviews to assess guest satisfaction with the Landmark Resort. This information tells us what we are doing well, and identifies areas in need of improvement.We strive for continuous improvement in our service and quality, and look to have that reflected in the reviews and ratings provided by our guests.

Jill K. Anderson Chair, Ratings and Awards Committee Secretary, Rental Management Company

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Importance of Reviews TripAdvisor Review Breakdown by Rating I’m pretty certain most people read reviews before making a smart decision. In the hospitality industry, guest reviews are so important that it’s a matter of life or death. A positive review can make you and a negative …well you get the picture...... 57% ...... 20% So what can resort/hotel operators do to get positive feedback and create a great ...... 11% online presence? We start by asking happy customers to post a review, using tools from TripAdvisor (Reputation Pro) and messages in the Check-in brochure and on our ...... 7% in-house TV channel. Once our guests have posted a review, we look to respond in a ...... 5% timely manner. Jeff Larson, Director of Marketing & Sales, responds to the majority of the posted reviews, thanking the guests for their comments and offering additional information when necessary. Sandy Hoffman, Front Desk Manager, responds to reviews on Hotel.com. And Tristan Guger, Food & Beverage Manager, will respond to Google Review some of the reviews aimed at the restaurant. Breakdown by Rating Why is responding to guest reviews important? According to a research by TripAdvisor: n 87% of travelers agree that a good response from the hotel management to a bad ...... 64% review improves their impression of the hotel...... 28% ...... 5% n 77% of travelers said that regular responses (to online reviews) from management would make them believe that the hotel/resort cares more about their guests...... 1% ...... 2% n 62% of those who were surveyed said that they are more likely to book a hotel that responds to review compared to a relatively similar hotel that does not respond to reviews. With online reviews playing a bigger role in the decision-making process when travelers for lodging, it is extremely important to manage our online reputation better by responding to reviews. 9 out of 10

Based on 2 reviews. Yes, two.

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Wednesday Night Special

The Carrington Pub & Grill started their Wednesday night Japanese cuisine - Hokkaido Sunset special - this past week. Featured on the menu: Dragon Roll ..... $12 Tempura Shrimp, Avocado, Fresh Cucumber, Sushi Rice and Nori, Sambal Mayonnaise Shoyu Ramen Bowl ...... $19 Slow-braised Pork Shoulder, Smoked Pork Belly, Roasted Shiitake Mushrooms, Fresh Napa Cabbage, Bamboo Shoots, Sweet Corn and Green Onions The Carrington’s regular hours are 4 - 9pm Wednesday - Saturday nights. The Japanese cuisine is offered on Wednesday nights. Hope you can stop in and give it a try. Shoyu Ramen Bowl

Thursday Night Special

The Thursday Night Special is Buy One, Get One (BOGO). Buy one entree at the regular price, and get the second entree free. This is offered as a dine-in only. Drinks and tip are not included. Started December 3rd.

All-American Burger Shrimp Florentine

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TripAdvisor - A Review of 2020 Metrics

TripAdvisor is the #1 website for posting reviews. The resort has a business listing, and promotes stays on the TripAdvisor website.

REPUTATION INSIGHTS Reviews Average Rating Mgmt Response Rate 194 4.2 97%

Your reviews are a reflection of your recent performance 52.67% vs Competitor Average 63% vs Competitor Average Competitor Average: 33%

MARKET POSITION Ranking Unique Visits 4 of 6 22,326

How often are travelers viewing your TripAdvisor listing? Egg Harbor 5115% vs Competitor Average

CLICK ACTIVITY Direct Referral Clicks Special Offer Clicks Phone Calls 4,038 231 101

How often are travelers clicking on these exclusive features? 5564% vs Competitor Average 5541% vs Competitor Average 5538% vs Competitor Average

PHOTOS & AMENITIES Photo Engagement Rate Average Photo Views Photo Uploads 19% 1.5 278 How engaging is your listing on TripAdvisor? 5 Competitor Average: 21% 550 vs Competitor Average 55188% vs Competitor Average

DEMAND TRENDS Visitor Sources Booking Lead Time Length of Stay 61 days 2.6 days Learn more about travelers viewing your listing 5 5.3 days vs Competitor Average 50.0 days vs Competitor Average

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Sandy Hoffmann FOR SALE andy Hoffman is the Front Desk S A one-bedroom condo suite. Manager at the resort. She has been with This lovely one-of-a-kind gem is the Landmark for 15 years - with her located on the ground level work anniversary this month. She is of the Flagship building. responsible for the Front Desk staff, and With a secluded and private wood the smooth operation of the reservation view only steps away from the system, as well as checking guests in F5 exit door. and out. This unit is beautifully designed with a Sandy enjoys meeting people, and serene nautical theme. delights in seeing the satisfied guests that If interested in a tour or have she and her staff come in contact with questions, please contact Natalia daily. There are always plenty of at 612-479-3234 or email at: challenges with discovering what a guest [email protected] may need and being able to help make their stay a more positive experience. Turning a dissatisfied guest into a long-term, repeat customer is what she believes to be among her greatest accomplishments. And part of the mission for her and her staff. RECENT REVIEW

Sandy lives in Sturgeon Bay with her husband Tom. She is an 8-year cancer survivor. We booked a stay over the winter Tom and Sandy have a cabin in Michigan’s Upper Peninsula, and enjoy visiting there for a little getaway during the for snowmobiling, snowshoeing, and relaxing. off season in Door County and took Sandy plans to retire in the next 2-3 years. She is sad to see the relationships built with advantage of the more affordable many long-time owners fade away as they sell their units. Looking ahead to retirement rates. We were very happy with that is what she will miss most. our room and the resort overall. Sandy can be reached at: We enjoyed the beautiful views [email protected] from the lobby and our hotel room. 920-868-5159 The hotel also implemented new rules due to COVID precautions. - 645kaitlynr via TripAdvisor

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Web Dashboard - A Review of 2020

The Landmark Resort maintains a robust website. Today, more people find us on the web than any other means.

WEBSITE STATISTICS FOR 2020

Jan Feb Mar Apr May June 10,384 10,279 7,522 3,931 8,886 23,146 Visits 9,605 9,641 6,990 3,668 8,457 22,273 Absolute Unique Visitors 38,280 36,869 24,247 11,324 28,728 88,560 Pageviews 2.85 2.78 2.54 2.3 2.54 2.81 Average Pageviews 00:02:36 00:02:37 00:02:11 00:01:41 00:02:12 00:02:41 Time on Site 80.6% 81% 81.5% 83.1% 82.8% 81.2% New Visits

July Aug Sept Oct Nov Dec 22,813 19,951 14,688 9,623 4,540 5,598 Visits 21,421 18,795 13,527 8,802 4,123 5,189 Absolute Unique Visitors 84,239 71,914 50,797 33,591 15,384 18,698 Pageviews 1.54 2.35 2.31 2.32 2.37 2.3 Average Pageviews 00:01:55 00:01:53 00:02:00 00:02:04 00:02:04 00:01:58 Time on Site 81.2% 74.6% 74.7% 74.5% 75.4% 76.5% New Visits

WEBSITE ANALYSIS FOR 2020

n Website traffic typically follows a seasonal pattern, and this year was very different. n The COVID-19 pandemic made for wild swings in web traffic: April, 2020 was down 59.23% versus 2019, while June, 2020 was up 43.65% versus the same month in 2019. n Pageviews was down 4.05% for 2020 (502,631 vs 523,850) n The average pages per session was down 5.33% (2.5 vs 2.64) n The average time on the site was down 4.91% (00:02:10 vs 00:02:17) n Interesting to note that when totalling the entire year: website traffic was down by only 1.19%. n The pandemic has exposed our website to erratic behavior and an unprecedented year - with very few conclusions to be drawn from the statistical data that was collected in the calendar year 2020. n To take the 2020 numbers versus the 2019 data - and use it to infer trends - would most definitely lead to misleading and inaccurate conclusions. Volume 341 LEDGER January 2021

Recent & Random TripAdvisor Reviews Let’s celebrate the new year, as well as a few Overall Rating & Factors recent events in the lives of our staff. Overall Rating ...... 4.2 Kristy Atkinson, Housekeeping, gave Rooms ...... 4.2 Sleep Quality ...... 4.1 birth to a baby girl on November 27, 2020. Service ...... 4.1 Her name is Brynley Rose. Baby and mom are doing well. Location ...... 4.5 Cleanliness ...... 4.2 Michael Bleck, Server at the Carrington Value ...... 4.2 Pub & Grill, celebrates his four year work anniversary this month.

Sandra Greenfeldt, Front Desk Reservationist, has retired. Expedia Reviews Overall Rating & Factors Sandra had 28 years of service with the resort. Overall Rating ...... 4.5 William “Bill” Hanson, Electrician in our Maintenance Department, Cleanliness ...... 4.5 marks his four year work anniversary. Staff & Service ...... 4.4 Amenities ...... 4.4 Sandy Hoffmann, Front Desk Manager, observes Property Condition .... 4.3 her 15 year work anniversary.

Karen Korn, Staff Accountant,

observes her two year anniversary at the resort this month. Board Meetings 2021 Rick Rogers, Executive Coordinator of Operations, and his wife Jen February 6, 2021 welcomed a baby girl into their lives on December 16, 2020. March 27, 2021 They named her Lucy. April 30, 2021 May 1, 2021 | Spring Clean-up May 2, 2021 | Annual Meeting

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Nominating Committee Candidate Form

The Nominating Committee of the Landmark Owners Association is seeking applications for additional Nominating Committee members for the 2018 elections. Please note serving on this committee will entail in-person meetings at the Landmark Resort and/or telephone conferences in order to recommend a slate of candidates to the Board of Directors.

Please fill in the following questionnaire if you are interested and willing to serve on the Landmark Resort Nominating Committee.

NAME: ______ADDRESS: ______CITY / STATE / ZIP: ______TELEPHONE: ______COMMITTEE REQUEST: NOMINATING ______OTHER ______UNIT(S) OWNED: ______

List past or present positions that you feel would qualify you as a candidate for the Landmark Board of Directors.

How do you feel your participation would benefit the Landmark Resort?

List any specific issue(s) you would most like to discuss at Board meetings?

Please send the above information by February 1, 2021 to Landmark Resort, 4929 Landmark Dr., Egg Harbor, WI 54209, Attn: Wendy Beilfuss or by e-mail to [email protected]. Volume 341 LEDGER January 2021

Owners Board of Directors / Advisors Candidate Form

The Landmark Resort Nominating Committee is seeking owners who are willing to have their names placed in nomination at the annual owners meeting. Please note these positions are time consuming, yet extremely important. Board meetings will require your attendance about once a month.

Please fill in the following questionnaire if you are interested and willing to serve on the Landmark Board of Directors, either as a Director or Advisor (check one) and return to Wendy Beilfuss.

NAME: ______ADDRESS: ______CITY / STATE / ZIP: ______TELEPHONE: ______POSITION OF INTEREST: DIRECTOR ______ADVISOR ______UNIT(S) OWNED: ______

List past or present positions that you feel would qualify you as a candidate for the Landmark Board of Directors.

How do you feel your participation would benefit the Landmark Resort?

List any specific issue(s) you would most like to discuss at Board meetings?

Please send the above information by February 15, 2021 to Landmark Resort, 4929 Landmark Dr., Egg Harbor, WI 54209, Attn: Wendy Beilfuss or by e-mail to [email protected]. Volume 341 LEDGER January 2021

Constant Contact - A Look Back at 2020 The Landmark Resort utilizes Constant Contact for database management and sending emails (to owners, guests, prospects).

AVERAGE OPEN RATE 55%

NUMBER OF CAMPAIGNS 56 AVERAGE CLICK-THROUGH RATE 25%

2020 Landmark Resort Open Rate 2020 Landmark Resort Click Rate 548,276 versus previous 12 months ... +7%5 versus previous 12 months ... +8%5 versus industry average ...... +8%5 versus industry average ...... +1%5 TOTAL EMAILS SENT

THE RESORT’S CONTACT LIST GREW BY 13%. That's 3,282 more people!

TOP PERFORMERS FOR 2020 BIGGEST FANS These people opened our emails the most. Landmark Resort | April 2020 Ledger Newsletter Sent April 8, 2020 | 82% Click-through rate

Landmark Resort | July 2020 Ledger Sent July 10, 2020 | 81% Click-through rate [email protected] Landmark Resort | September 2020 Ledger [email protected] Sent September 9, 2020 | 79% Click-through rate [email protected] [email protected] [email protected] Volume 341 LEDGER January 2021

Group Sales Login In December, we booked the following groups: Owners Secure Section

of Website GROUP NAME DATE(S) OF EVENT

USER NAME: Coleson / Maurina Wedding Wauwatosa, WI 7/30-8/01/21 Catto-Henshaw Family Reunion Pulaski, WI 8/11-8/15/21 landmark Kopshinsky / Vetta Wedding Brookfield, WI 8/13-8/15/21 PASSWORD: Parr Anniversary Milan, IL 8/20-8/22/21 Resort#1_Owner Oneida Golf & Country Club Green Bay, WI 8/31-9/01/21 Kring / Juedes Wedding Fitchburg, WI 9/23-9/25/21 Kaldunski / Larsen Wedding West Allis, WI 9/24-9/26/21 Go to the resort’s website: Street / Buss Wedding Darlington, WI 12/03-12/05/21 www.thelandmarkresort.com Marrero / Spoerl Wedding DePere, WI 6/03-6/05/22 Click on the Owner Login (bottom right-hand corner of page) Salva / Shinn Wedding Kenosha, WI 6/03-6/05/22

Maintenance Request

If you find anything in your unit that is in need Swimming Pool Closure of repair, please fill out a Maintenance Request Form. The resort’s indoor swimming pool will be closed Sunday, January 24, 2021 - Friday, January 29, These forms can found at the Front Desk. 2021. The closure is for the annual maintenance and Once filled out, you may submit the form cleaning to the swimming pool and whirlpool in the via email, mail, or return the form Pilot House building. Due to COVID, there will be no to the Front Desk. Appropriate staff alternate swimming pool available to us. will address the issue.

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