1. Resort & Second-Home Markets Course
CHAPTER FIVE

2. In This Section Overcoming bad publicity
Formulating disaster preparation and recovery plans

3. The Dream Vacation
Clients’ vacation or second-home properties may be in areas vulnerable to environmental and natural disasters
“Dream vacation” feelings are very influenced by emotion-laden events and media coverage

4. Activate Your Network Galvanizing your local network for action
Take the lead in bringing the group together to form a recovery coalition
Elected volunteers have their hands full dealing with the immediate situation and will welcome the support of a coalition of community stakeholders

5. Handling Bad Publicity Rules of Thumb
Provide prompt, honest, factual information
Do not speculate on things you do not know
Avoid rehashing old problems or dwelling on past events
Focus on what is happening now
NEVER respond with “no comment”

6. Case Study Ski industry representatives took a proactive approach
Environmental charter
Institutionalizes partnerships between the industry and government agencies

7. Skill Builder Tip Tips for Crisis Communications
Before: Develop a communication plan; try to identify potential crises and plan responses.
During: Gather the facts; activate your team or network; give the media as much information as possible; protect the integrity and reputation of the area and your firm.
After: Perform an act of goodwill during or immediately after a crisis; declare an end to the crisis.

8. Creating Positive PR Clip and send local newspaper articles
Get involved
Create a newsletter
Create a blog
Post updated photos on your Web site
Announce an “end” to a crisis
Volunteer
Act of goodwill

9. Creating Positive PR Charity and fundraiser event prizes
Relationships with hospitality and travel schools
Donation in lieu of a closing gift
Create press releases
Sponsor local market research and share with your network and community groups
Ask for feedback and opinions from clients

10. “Stuff Happens” Every region experiences damage and disruption
Doesn’t need not be widespread to cause disruption
Develop fast or slow
Maintain continuity for your business
Provide information to help property owners prepare for, survive, and recover

11. Business Continuity Staying in business after a disaster
Making call chain
Compiling emergency contacts
Backing up data files
Inventorying assets
Compiling a contact list
Assessing insurance coverage
Establishing an alternate business location
Keeping hard copies of important papers

12. Re-Opening for Business
Secure the premises
Contact the insurance company
Inspected for damage
Restore electricity, gas, phone, water
Make temporary repairs
Clean up
Keep track of extra expenses

13. Prepare and Prevent Provide information about natural events and. . .
Utility connections
Evacuation routes
Emergency contacts
Warnings
Structural features
Emergency kits
Fire prevention
Expert information

14. When a Property is Vacant
Lessen the possibility of vandalism or damage
Deadbolt locks and a security system
Snow removal and lawn care even when the property is vacant
Discontinue mail and newspaper delivery, remove advertising flyers
Inform local law enforcement
Schedule routine preventative maintenance
Develop a “leaving routine”
Remove anything that could do damage

15. What to Expect
FEMA programs apply after the state declares an emergency, followed by a presidential declaration
Federal disaster assistance does not cover vacation or second homes
The Red Cross focuses on meeting acute emergency needs - - shelter, food, medical attention, and basic human needs

16. Insurance Readiness
Understand insurable risks and policy coverage needed and available
Don’t assume a basic insurance policy covers everything
Cost of insurance in resort areas with a history of natural disasters is a significant financial consideration

17. What Happens to the Real Estate Market?
Temporary halt in closings until cleaned up and repaired
Buyer may back out of contract, and receive a refund of earnest money if the property is damaged or destroyed
Buyer may choose to go through with the purchase when the property is restored at the seller’s expense

18. What Happens to the Real Estate Market?
Sellers, cannot cancel a contract if the property to which they planned to move is damaged or destroyed, unless contract contingency
Buyers must continue mortgage payments
Business “boomlet”