From strategic development through to implementation, CADENCE STRATEGIES delivers results in the  form of executable business plans, increased visitation and enhanced brand focus and market awareness.
TOURISM WHISTLER is the destination marketing organization responsible for the marketing of North America's No. 1 mountain resort. As President and C.E.O., Suzanne Denbak was responsible for the leadership and strategic direction of this $12 million organization.

STRATEGIC PLANNING

  • Recommended strategy to Board of Directors; achieved consensus on direction and implemented
    strategies to grow visitation.
  • Developed relationships with government, First Nations and the leisure and business travel industry to ensure continued growth in visitation
  • Liaised with municipal, provincial and federal governments on a variety of issues including 2010 Olympics and access issues
  • Quantified the value of the tourism economy in Whistler
  • Managed a portfolio of markets for Whistler ensuring appropriate risk management by geography,
    season and source of business
  • Instituted disciplined monthly financial forecasting and market campaign tracking
  • Conducted overhead reviews and best practices benchmarking
  • Conducted review of Board governance for Tourism Whistler
  • Realigned organization structure to support strategic direction and mission
  • Introduced new performance management systems 

 MARKETING & SALES/BRAND MANAGEMENT

  • Designed/executed market research programs for Whistler to ascertain unique brand attributes
  • Recommended target markets and product development opportunities
  • Developed advertising and promotional programs for Whistler to promote year round visitation
  • Led team sales missions into international target markets
  • Established relationships with the media and all travel distribution channels (airlines, tour operators, travel agency chains) globally

 NEW PRODUCT DEVELOPMENT

  • Collaborated with in-resort partners on the development of a year round events strategy for Whistler
  • Developed a governance model for management of events in Whistler
  • Led the development of a Welcome Strategy for Whistler visitors
  • Provided strategic direction to producers of: World Ski and Snowboard Festival and
    World Cup/World Championship organizers
  • Developed and launched a variety of festivals and events to grow year round visitation

“The power of the brand is growing in today’s marketplace. More and more consumers look to a brand to give  them assurance before they purchase. Identifying your competitive advantage and appropriate market  positioning and  creating  a brand that will resonate with your target markets has never been more  important.”

 - Suzanne Denbak, Principal Cadence  Strategies