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THE WESTMORLAND GAZETTE, November 5, 1999 Web site has already paid for itself "Without doubt this is the way business is going to be done in future,"says Rothay Garden Hotel managing director Chris Carss of the internet. Last February, the 26 bedroom Grasmere hotel 'went live' - and the Web site has already paid for itself. "Our total development cost was £1,250," revealed Mr. Carss. "We could have spent less, but I think you get what you pay for. Our outlay was recovered within six weeks on line." The domain name of grasmere.com was chosen with care, to ensure potential customers would find the Web site, and it now attracts 120 'hits' per week. "The nice thing about the internet is, it's attracting a new type of clientele," explained Mr. Carss, now in his tenth season at Les Routiers Hotel of the Year Rothay Garden. E-clients tend to be affluent, busy professional people from further afield such as London, who can afford to book longer stays - which bucks the Lake District's growing 'short break' trend. Alongside the internet, Mr. Carss said his "main marketing tool" is his computerised database of 6,000 past guests. In January, April and July, a mail shot is sent to 2,000 of those names. In October, every past customer is mailed. "Direct mailing is our most effective method of marketing," said Mr. Carss, who is a great believer in packaging special offers, such as Christmas shopping in the Lakes, or rambling breaks. "October looked a little average, to say the least, but through mailings we've rescued the month, and it's now been our best month ever," he said. Since Easter, mail shots have produced £44,000 revenue for Rothay Garden, at a cost of just £1,500.
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