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 The study of a remote desert resort which doubled its reservations in less than a year by tapping the internet market.
 Panamint Springs Resort, in Death Valley National Park, had difficulty attracting new customers, despite its authentic desert charm. The Park's other two resorts are much larger, and dominate many of the area's official accomodations lists. Contributing to the problem is the remote location of Panamint Springs Resort, where their phone and fax connections rely upon unpredictable and costly cellular connections. They needed a miracle and they needed it fast.  We felt a website was the best answer to the Resort's advertising problem. A website could reach potential customers around the world at a low cost, but it would need a good domain name. The decision was made to purchase the name "www.deathvalley.com" from a domain "squatter" who had already recognized its value and snatched it up years earlier. We felt this domain name was well worth the cost, and we expected that many visitors would come across this site even without the help of a search engine-- all they needed to do was type "deathvalley" in their browsers and...voila!  We decided to take advantage of the "deathvalley.com" branding, rather than the resort's actual but relatively unknown name. The site offers itself as the "definitive guide to Death Valley." Among its many features the site offers information and online reservations for one very special resort in Death Valley-- you guessed it-- Pamamint Springs Resort. To preserve the at-home feel of the resort, we licensed the resort's proprietor our custom Webmaker 2.0™ software . With our application, this self-proclaimed computer illiterate now offers his own take of local events and easily self-publishes his stories on the website.  In under a year, Panamint Springs Resort has doubled its reservations. They are booked solid many months of the year, and are planning an expansion. An added benefit is the recently developed online gift shop, which has already seen encouraging business.
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