Ms. Hamilton is the current sales and marketing director at Frenchman’s Reef Resort
What an opportunity for a dynamic champion of the territory to make a significant economic difference in the Virgin Islands by expanding the tourism economy. Lisa has had a distinguished career in the hospitality business for the last 20 years. She started by making beds at the Montauk Yacht Club on Long Island. Her next stop was the Virgin Islands because a friend convinced her in 1991 to vacation with her. She fell in love with the islands and got a job at Frenchman’s Reef Resort. She rose through the ranks and became their sales and marketing director – what a success story!
For the past years she has been very active in the Virgin Island Hotel Association as a member of their board of directors and spent the last four years serving as the chairwoman of their marketing committee. Her “fingerprints” are all over their current marketing plan to gain national awareness of the vacation opportunities in the Virgin Islands. The Hotel Association’s public relations firm, Fareed, Zapala and Koepke, hired bikini-clad models to bounce beach balls on the cold streets of New York.
Last Wednesday morning, they were outside of “The Today Show” when the camera focused in on the crowd. The “Today Show” mentioned the campaign during their show confirming the results of a stealth campaign that supports awareness of vacation opportunities in the Virgin Islands. The campaign is to also hit the streets of Chicago, Washington, D.C. and Atlanta. The Big Beach Ball “stealth” marketing campaign offers viewers a $100 resort credit if they book at the listed hotels on St. Thomas and St. Croix.
Lisa sees the Internet as a critical marketing tool for the Hotel Association and they will be allocating 60 to 70 percent of its budget towards Internet marketing. Ms. Hamilton said, “Customers are making their buying decisions online,” ( With the results of our blog site, we have confirmed to Lisa that they are hitting a bulls-eye with this strategy. I will do my best to have Ms. Hamilton as a guest writer regarding the vision/mission that she will be bringing to the Hotel Association.)
Lisa also understands the effect of synergy on affiliate hotel associations and is a supporter of joining forces with the St. Croix Hotel Association to form strategic alliances with them to maximize both of their association marketing plans. The results of these types of alliances will greatly benefit the real estate opportunities for both sellers and buyers.
Those of you involved in the promoting the benefits and paradise experience of the Virgin Islands will give Lisa a standing ovation as she steps into the leadership role of this very important association. We look forward to engaging her in a dialogue as to her views on how to expand the tourist experience in this magical, tropical playground. Until next time…your Caribbean lifestyle and real estate reporter remains on duty.
