Credit union survival in vacation hotspots

<p>WEST PALM BEACH, Fla. – From the balmy beaches of Hawaii and Key West to enjoying jazz in New Orleans or gazing at the lights on the Las Vegas Strip, when it comes to working in a credit union in these areas it is all about attitude. Naturally they face some of the same challenges as any other credit union -growth, a search for their brand identity and providing the best service to members- while contending with other unique factors like streets closing. “Our main headquarters is located in the Superdome convention area,” said New Orleans-based Riverland Credit Union Marketing Vice President Charmaine Bocage. “So we are accustomed to streets being blocked off for crowds, parades, Mardi Gras and the like. With the Superbowl this year there was heightened security and the parking area was also closed off. It just makes it a little more difficult to get to the office so we try to let members and staff know which streets will be closed and different routes to take-but we are used to it and more importantly so are our members.” The “taking life as it comes” attitude seems to be a common thread among people working in these vacation hotspots even in a town that runs 24 hours a day like Vegas. “This is a fascinating town,” said WestStar Credit Union Marketing Vice President Keryn Marlatt. “We are used to seeing hotels going out of business literally overnight and that can mean 3,000 to 4,000 employees (our members) that are out of work. So we make sure we have programs in place to help them out.” Serving the gaming industry, there are unique challenges in staffing since the credit union must accommodate not only four different shifts and peak times but also convention foot traffic. Competition is also a big factor in Las Vegas but Marlatt views it as a marketer’s dream. “I love the creative freedom here,” said Marlatt. “We can pretty much try anything with our campaigns. People here are not easily offended.” For Keys Federal Credit Union Marketing Director Pam Neuendorf the best part of working in her slice of paradise is the sense of community. “We’re in a small town and we really get to know all our members and are a big part of the community,” said Neuendorf. Keys FCU President/CEO John Dolan-Heitlinger even helps promotes tourism. With every e-mail he signs off with “Please come visit the beautiful Florida Keys eventually your tips become. our shares.” [email protected]</p>