February 18, 2011 — For all the good ARDA (American Resort Developments Association) does for the Timeshare industry there is, under the current leadership of Howard C. Nusbaum, one inescapable failure of the association that is absolutely inexcusable and has cost millions of dollars in lost sales revenue.
In a nutshell, Nusbaum, the very well paid leader of a staff of about 30 ‘beltway-types’, has failed miserably during his approximate 10-year reign to harness the power of and capitalize on the information era to respond, answer, address, challenge or correct the negative press that is published nationwide on a daily, weekly or monthly basis!
And ARDA has a “Communications Committee”, too, that “guides ARDA’s public relations efforts”; aka: an image shaper; a field concerned with maintaining a public image for any ‘entity’ and/or to generate positive publicity for their client and enhance their reputation…
Yet, over the past 10 years, week in and week out, while local, regional or national news sources publish negative ‘press’ that is accessed by millions, ARDA (Nusbaum and his ‘committee’) have sat back on their laurels and pretty much ignored the vast majority of those so-called ‘reports’.
However, you can bet your last dollar that visitors to our sales centers are reading headlines such as “Police Issue Warning against Shady Timeshare Dealers” or “Police investigate alleged timeshare scam”, etc. Yet those juicy eye catching headlines (all across the nation) go largely unchallenged by ARDA.
Perhaps part of the problem is that Nusbaum, a RRP (Registered Resort Professional) never sold a week in his life and either doesn’t get it or simply could care less.
Whatever the cause, the next ARDA Pres needs to have a TS sales background or at least a working knowledge of it, and support those in the trenches who actually bring in the billions of dollars in annual revenue that ultimately pays for Nusbaum’s (or the next Pres’) mid-six-figure lifestyle.
Email Scoop: firstname.lastname@example.org
©2011 Inside The Gate