VISION

Provide quantifiable value to the Vacation Rental Managers and Supplier members by becoming the predominant voice to and for the Vacation Rental Industry in the next 2 years, which will lead to increased membership of 10% or more per year for the next 5 years through membership retention and acquisition. (Note: This would be approx 1135 members and 265,000 vacation properties represented in 2014.)

MISSION

VRMA advances the Vacation Rental Industry by providing invaluable educational and networking opportunities, promoting the value of the Vacation Rental experience and speaking as the authoritative voice to foster professionalism and growth in the industry.


- Education

OBJECTIVES

1. Continue to host 2 regional spring conferences and 1 annual fall conference for 2009. Evaluate the efficacy of each conference based upon attendance which should increase by 10% over the previous year, by net income which should increase at least 10% over the previous year and by the percentage of positive responses by attendees (average scores must be 4 and above). The evaluation of each conference will determine if they will be continued and/or changed in 2010.
2. Continue to offer 2 certificated educational classes (Marketing I & Marketing II) at the annual fall conference. Classes must draw at least 100 attendees each and generate at least $10,000 – 12,000 net revenue to be continued.
3. Continue to mail out quarterly newsletter to members. Include mailings to all conference attendees for the past 3 years, to all past members and to all current members. Include the newsletter information in the resource section of the member website. Explore ways to decrease cost of newsletter by using different paper, changing format, bidding out print job, utilizing bulk mailing.
4. Rebuild member website to include educational resources, interactive blog, survey tools and member listings by March 1, 2009. Post educational information on the website at an average of one per week for a total of 30+- by the end of 2009.
5. Teach members how to better present their companies to the media through public relations and press releases by May 1, 2009.
6. Develop executive track of educational courses designed for owners and upper management.

STRATEGIES

1. Produce a quality conference without changing the current format of conference planning for 2009. Engage professional speakers and educators to increase the interest in and attendance of conferences. Analyze the results to determine if 2010 should be organized differently.
2. Due to financial constraints, do not increase development or components of certificated educational program. Research options of certification vs. accreditation vs. designation spending no more than $2000.
3. Maintain quality of newsletter at a lower expense.
4. Purchase an updated software program to manage the member website. Utilize member intelligence to maximize the site’s usability.
5. Hire a PR firm to assist VRMA in educating members in this area.
6. Poll board members and other upper management and owners to determine areas of interest for executive track of educational courses.

PLANS

1. Produce interesting and educational conferences with dynamic speakers at a cost that is affordable to members and income producing to VRMA. Announce spring seminars and annual fall conference with dates and locations each year at the annual fall conference. Announce the theme with a general outline for spring seminars at least 3 months in advance of each seminar. Announce the theme with a general outline for the annual conference at least 6 months in advance of the conference.
2. Develop 2 strong Certificated Educational Sessions in Marketing that are taught by marketing professionals.
3. Find a less expensive paper, consider different formatting, bid out job to different printers, explore changing format and mail using a bulk mail permit to reduce costs of sending quarterly newsletter.
4. Purchase Your Membership Software, integrating all features to produce a member-friendly website. Utilize member talent to develop components.
5. Hire Y-Partnership to educate members on PR best practices and to provide White Papers accessed by members on the new member website.
6. Create at least 3 executive-level courses for the annual conference in fall of 2009.


- Networking Opportunities

OBJECTIVES

1. Continue to host 2 regional spring conferences and 1 annual fall conference for 2009. Evaluate the efficacy of each conference for networking based upon the number of new connections made as well as the number of past connections that are revisited as reported by attendees. Value of networking at conferences, seminars and certificated classes will be closely monitored to determine a baseline for success.
2. Add an Internet forum/list serve component to the member website to allow positive interaction and flow of information between members regarding issues that are of importance to them. Interactive component of member website will be available for use by June 30, 2009.
3. Develop White Papers on governmental and legislative issues that affect the vacation rental industry that can be posted on the member website to assist members when dealing with these issues in their own regions. Develop and post white papers by May 1, 2009.
4. Develop membership retention and growth projects that will increase membership by 15% by the end of 2009. Increased membership leads to increased networking opportunities.

STRATEGIES

1. Produce a quality conference without changing the current format and methodology of conference planning for 2009. Analyze the results to determine if this is a realistic networking opportunity or if it can be improved.
2. Purchase an updated software program for member website that includes a blog component. Assign the task of reviewing, overseeing and managing all blog posts and posting to site.
3. Serve as a support resource to members contending with legislative issues in their regions while insuring VRMA is free from legal liability for information shared.
4. Increase contact to current members, past members and never-before members utilizing knock-your-socks off literature and marketing tools.

PLANS

1. Create specific functions at conferences to encourage networking. Show recognition to many groups of members with VIP, Member 5 years, Founding Member, etc stickers for name badges. Have cheerleading sessions to recognize members who have accomplished the smallest and greatest feats.
2. Utilize blog and social networking features of new member website to increase ability of members to communicate, share ideas, learn from one another. Assign the task of reviewing, overseeing and managing all blog posts and posting to site.
3. Post White Papers on governmental issues on new member website for access for all paid members. Appoint a Governmental Issues Committee to review the governmental and legislative challenges nationwide and to determine what information will be posted. Hire an attorney to review to insure that VRMA cannot be help legally liable for any information shared.
4. Contact past, current and never-before members with mailings, emails and personal phone calls. Maintain referral bonus to current members. Hire Member Services Consultant (Rick Fisher) to manage member growth and retention.


- Promote the Value of the Vacation Rental Experience and Speak as the Authoritative Voice of the Industry

OBJECTIVES

1. Hire a PR firm that specializes in the tourism industry to assist in promotion of the professionally managed vacation rental home by March 1, 2009. Pay for PR services through a voluntary $3 per unit managed fee to VRM members and approx $500 fee to supplier members in 2009. Consider adjusting membership rates for 2010 to include mandatory fees based upon company size based upon the success of the program in the first 6-9 months.
2. Hire a professional marketer to find sponsors for VRMA and to assist in developing membership by March 1, 2009, on a 6-month trial basis. Compensation is on the contingency that it will be paid by 2 sponsors with a minimum of $50,000 in sponsorship who are retained by the marketer.
3. Research the Living Large on Vacation reality TV show with the assistance of a professional marketer. Determine if it is a project to move forward with, in what time frame and how to pay for it by August 31, 2009.
4. Hire a PR firm to promote the benefits of professionally managed vacation rentals through press releases and consumer website by March 1, 2009. The goal is to have at least one article, news story, notice, mention or other public recognition of the professionally managed vacation rental industry per week (approx 40 by year’s end). Pay for PR services through a voluntary $3 per unit managed fee to VRM members and approx $500 fee to supplier members in 2009.
5. Consider adjusting membership rates for 2010 to include mandatory fees based upon company size based upon the success of the program in the first 6-9 months.

STRATEGIES

1. Utilize the services of a PR firm that specializes in the tourism industry to assist in promotion of the professionally managed vacation rental home.
2. Utilize the expertise of a professional marketer to assist with PR firm in increasing the national recognition of the professionally managed vacation rental.
3. Research the Living Large on Vacation reality TV show with the assistance of a professional marketer.
4. Hire a PR firm to promote the benefits of professionally managed vacation rentals through press releases and consumer website, DVH.
5. Develop task force chaired by a board member and including members at large to review and propose new membership rate structure to executive committee.

PLANS

1. Hire Y-Partnership to develop and implement a media strategy, assist in PR and to develop the DVH consumer website. Require Y-Partnership to present at all 3 2009 conferences to assist in explaining the new PR project.
2. Hire Member Services Consultant (Rick Fisher) to obtain 2 sponsors for VRMA by August 1, 2009 and to assist in membership development.
3. Hire Rick Fisher to demonstrate the efficacy of the Living Large on Vacation reality TV show. A contingency of hiring him is that his compensation is to be paid by sponsors.
4. Hire Y-Partnership to develop and implement a strategy to promote the benefits of professionally managed vacation rentals. The level of work to be determined upon buy-in from membership.
5. Develop and announce to all members and prospective members new membership rate structure by August 1, 2009.


- Streamline the Operations of VRMA

OBJECTIVES

1. Develop a management staff transition plan that includes job descriptions and wages. Determine which projects will be shopped out and which stay in house and if the new management staff will be contracted labor or employees. Create committee by April 1, 2009 (spring eastern conference). Present preliminary management transition plan by May 1, 2009 (spring western conference). Finalize management transition plan by November 1, 2009 (annual fall conference). Begin the process of searching for new management on or before January 1, 2010.
2. Develop a chain of command for directing and managing the actions and work of the current management staff and contracted workers by utilizing the current management contract as a guideline by July 1, 2009.
3. Analyze all financial accounts, income and expenditures of VRMA to determine how to decrease expenses and increase income at a level that financial reserves are not necessary for day-to-day operations by September 1, 2009.
4. Start the Strategic Planning process for 2010 at the annual fall conference and complete by December 31, 2009.
5. Hire a law firm to rewrite the Bylaws to reflect current law and better serve current membership by March 27, 2009. Review and board approve new Bylaws by April 15, 2009. Submit new Bylaws for review and comment period by membership on May 1, 2009 with deadline for member comments of August 1, 2009. Final revisions and approval by board to be completed by August 15, 2009. Vote of the membership at the annual meeting at the fall conference.

STRATEGIES

1. Board members will consult with professionals, read books and become educated on current acceptable and appropriate expectations for management staff of a non-profit organization.
2. Appoint a committee to handle management relations and transition.
3. Cut all costs that are not absolutely necessary. Increase income. Insure that all entries in QuickBooks accounting program are accurate and correctly coded. Insure that all income and expense items have been approved and are appropriate.
4. Monitor the current strategic plan on a monthly basis, so that the next one is less complex to put into place. Adjust objectives, strategies and plans as needed.
5. Insure all members’ needs and voices are recognized while adhering to current law. Make sure the bylaws allow for checks and balances and do not create an insular organization.

PLANS

1. Create Management Relations committee of board members and members at large.
2. Management Relations committee will oversee all communications and work activities of the management team. Create a trusting and transparent working relationship between management and board members.
3. Hire a professional accounting firm to oversea the budgeting process and review the books once a month. Acquire VRMA credit cards for use by management staff, president and treasurer for legitimate VRMA expenditures. Monitor, analyze and revise cash flow on a monthly basis.
4. Strategic Planning Committee will ask for monthly progress reports from each committee. Add members to the committee to oversee all other committees. Assist committees in staying focused and on task or adjusting timelines as needed. Each member of the Strategic Planning Committee will oversee no more than 2 committees’ work.
5. Review and comment on revised Bylaws, get vote of membership and install new bylaws. Develop calendar of deadline dates as prescribed by Strategic Plan and Bylaws.