Stony Point Center

Problem: Stony Point Center (SPC) is an open space where guests from all backgrounds come for wellness, spiritual and social justice retreats.

As with other retreat and conference centers, indeed, the entire hospitality and travel industry, SPC struggled to bring in revenue during the COVID pandemic. Guest groups no longer able to host large gatherings at SPC canceled bookings causing further financial hardship. Eight months into the pandemic, the center's owner, the Presbyterian Church (USA), made deep cost-cutting measures to operate the center at a reduced capacity. A communication strategy focusing on Stony Point Center's transition was needed. The strategy goal - nurture long-standing client relationships and generate interest in returning to SPC, but with smaller group numbers of 10 - 25 guests at a time.

Consumer Insight:  Stony Point Centers' guest groups were nonprofit groups, wellness facilitators and organizations, higher education and, of course, religious organizations. This diverse clientele brought large groups (100 -300 participants) year after year. They relished Stony Point Center's radical hospitality and were made to feel like they were a part of a beloved community, intent on doing the hard work to repair the world. Many guest groups worried about the future of SPC and their ability to host retreats and conferences during COVID.

Solution: A communications strategy was created to stay in close contact with guest groups during COVID. Part of the communications strategy was to continue development of a new website to help clients stay connected with SPC, but digitally. The result was a beautifully redesigned website.

In addition to helping clients connect virtually, SPC salespeople worked to refund deposits and brainstormed with clients how they might safely visit SPC for individual respite during COVID or with smaller groups. It would need to communicate the center's difficult change in focus but at the same time exude a sense of hopefulness for the center's transition and future with its' clients. The new website beautifully showcases what areas of the campus are still open to small groups to host retreats of 10 -20 people. It also helps clients envision what gatherings will be like in a COVID era with safety protocols in place.