VICE PRESIDENT | SALES, MARKETING & ENTERTAINMENT

Oneida Indian Nation’s Turning Stone Resort & Casino complex • Verona, NY
July, 2006 to March, 2008

Led award-winning sales, consumer and casino marketing, entertainment, public relations and Internet marketing teams for complex of four hotels (with two AAA 4-diamond award winners), event center and showroom, destination spa, five golf courses (including a PGA Tour tournament course), 120,000 sq ft casino (more than 2,400 machines, 87 table games, 32 poker tables), 21 restaurants, nightclub and more than 100,000 sq ft of meeting/conference space; departments supervised totaled more than 200 employees

• Launched resort’s first destination marketing/branding campaign, led agency selection and supervision, uniquely targeted casino visitors by zip code cross indexed with vacation, golf and spa travel patterns; travel agent marketing resulted in 253% increase in recognition of an “outstanding vacation experience” (Questex research)
• Negotiated with AAA and created branding theme which positioned Turning Stone as “one of AAA’s top 20 diamond award winning resorts in North America”
• Led sales team (hotel, meetings, groups, tours) selling more than 50,000 room nights annually
• Revamped branding, advertising, collateral and other materials for resort, casino, hotels, spas, golf courses and restaurants; created/edited quarterly newsmagazine
• Introduced new reservations portal with TravelClick and entry to GDS; supervised creation of five new websites; initiated first email newsletters and online marketing campaigns; increased email database from 40,000 to 250,000 in less than one year
• Supervised special events team developing monthly traffic-building promotions, including major events and festivals such as Chinese New Year, Cinco de Mayo, Feast of San Gennaro, many others
• Launched marketing program for the first PGA Tour event (the $6 million Turning Stone Resort Championship) held on Native American soil, attracting first-year attendance of nearly 50,000
• Responsible for Casino Marketing and VIP Player events and tournaments, including Kentucky Derby, NASCAR, Super Bowl, Lightening Poker, many others
• Managed entertainment and showroom facilities, operations, booking and personnel; venues nominated as Casino of the Year by Country Music Association; hosted more than 150 concerts and performances annually (Mariah Carey, Black Eyed Peas, Tony Bennett, Tim McGraw, Bill Maher, Carrie Underwood, et al)
• Created and edited quarterly glossy newsmagazine, Turning Stone Spirit
• Introduced marketing program for Skaná, the Spa at Turning Stone; public relations efforts earned recognition in Condé Nast Traveler’s “Hot List” and as one of Spa Magazine’s “Best New Spas”
• Ran in-house advertising agency (creative, media and production teams) for local markets; supervised selection and operations of outside advertising and public relations agencies for national markets
• Honored with 24 awards for marketing, branding, advertising and communications excellence in one year, including television and print advertising, websites, Internet marketing, direct mail, brochures and others

Professional refereences:

“Barry combines both a strategic mindset with creative acumen in tackling difficult business challenges. He excels at ensuring marketing and communications are integrated within an orgamization’s management model for optimum success.”
           Gary Grates, formerly President, Edelman Change (public relations)
           (currently principal, W2O Group)

“Barry Parrish is a highly aware, analytical marketing professional who put me through my paces in each and every presentation. His scrutiny and foresight pushed me to come up with innovative measuring tools for the investments he made to build a marketing program using our media. Although it was a challenge to find effective ways to show return, it was was a pleasure to work with someone who really understood how to effectively build, implement & measure a strong campaign.”
         Kimberly Ziegler , Associate Publisher , Questex Media Group
         (Luxury Travel Advisor, Travel Agent and other industry magazines)

“Barry is a truly gifted marketing professional.  He is extremely goal oriented, and has limitless energy and focus. Even though the demands of directing multiple departments (Sales, Marketing and Entertainment) were many, he was always accessable, open, thoroughly professional, and communicative. Our business demanded an extremely fast pace. When led by Barry, our department also became a tremendously progressive and exciting place to work. His leadership helped develop people and encouraged team members to exceed their own expectations.”
         Debra Becker , formerly Advertising Manager, Turning Stone Resort & Casino
         (currently Director of Print Buying, Raymour & Flanagan)