Main Street Travel
Company: Main Street Travel / Carlson Wagonlit Travel
Company Division/Group: Associate Division
Company Description: With 900 independently owned/operated US franchise locations, Carlson Wagonlit Travel Associates is one of the world's largest travel agency networks, with $2.3+ billion in annual sales. In 2003 for the 7th year running it was named top travel business franchise by Entrepreneur's Franchise 500 and 3rd top franchise organization overall for the 3rd year running by Franchise Times.
Nomination Category: Company, Office & Product Awards Categories
Nomination Sub Category: Best Franchisee
Nomination Title: Carlson Wagonlit Travel/Main Street Travel
Tell the story about what this nominated company achieved in 2003 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
As the economy began rebounding in 2003, the travel agency industry still faced
many relentless challenges: security threats, war, SARS and a sluggish economy
hindered both leisure and corporate travel sales. Online competition grew stronger
in an environment without airline commissions (formerly an agency income staple).
Travel agency locations declined in 2003, although Carlson Wagonlit Travel (CWT) was part of the only travel franchise network that grew, thanks to CWT’s most
valuable assets: our successful, engaged members. One in particular stands out
for 2003: Fort Worth, TX-based Main Street Travel (MST), an 18-year-old agency that prospered thanks to owner creativity, collaborative spirit and smart, hard work. From its inception in 1986 through 2001, MST grew on average of more than 25% per year; despite challenges since 9/11, it is now rebounding.With nine retail locations, 34 full-time employees and $20 million in annual sales,
MST’s owners, Vince Ashwill and Terry Denton, are highly respected among CWT franchisees for:
• Creative, aggressive marketing campaigns, including invention of
unique “Vacation Center” concept to compete for leisure business at large
corporations;
• Proactive, volunteer-based leadership in CWT’s network, including a
key role in developing and launching corporate sales seminar for other franchisees;
• Commitment to CWT’s partner suppliers and directional selling, leading
to “top producer” commendations from four key travel suppliers;
• Dedication to customer service and community, achieved through
strategic partnerships and strong community relationships.
• Achieving dramatic corporate sales growth due to 2003 initiatives.MST’s 2003 highlights:
• Won CWT’s highest honor, 2003 Golden Legacy Award, recognizing franchisee
best exemplifying Carlson Companies founder Curt Carlson's entrepreneurial spirit,
integrity and highest quality standards, for sales results, strong use of CWT’s
programs, community service dedication, and industry leadership. (See link
below.)• Won CWT’s 2003 Regional Marketing Award for creative partnership with KFWR-FM (Fort Worth). (See link below.)
• Pioneered “Vacation Center” concept to earn leisure travel business of
corporations that use competing agencies for corporate bookings. Demonstrated
the benefits of fulfilling vacation and business travel by separate means. By the
end of 2003 Main Street Travel had sold “Vacation Center” – and its leisure travel
services – to Radio Shack, BP Amoco and Hewlett-Packard among others.• Achieved “Top Producer” commendations from four major tour operators
(rewarded with higher commission levels, co-op advertising dollars to support
marketing initiatives, and stronger relationships with partner suppliers at CWT
network level).• Implemented new corporate account selling system and created new full-time
director of corporate sales position; resulted in 20% increase in corporate client
base in 2003. January 2004 corporate sales were up 50% over January 2003.• Partnered with CWT’s Education & Training department to create “Developing
Corporate Business” seminar, taking key volunteer role in building network’s
overall corporate sales. Newly-taped franchise recruitment video prominently
features Denton emphasizing his collaborative approach to success. (See link
below.)• Partnered with Junior Achievement for third consecutive year on annual Trinity
Invitational Golf Tournament, which in 2003 raised more than $100,000 to teach
young people free enterprise principles.
List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: List each link on a separate line, begin each link with http://, and enclose each link in square brackets; for example, [http://www.website.com]:
News Release: Fort Worth Travel Agency Owners Honored with Carlson Wagonlit Travel Golden Legacy Award:
http://www.carlsontravel.com/static/node49_033612.aspNews Release: Fort Worth Carlson Wagonlit Travel Associates Win “Above and
Beyond” Marketing Award:
http://www.carlsontravel.com/wwwroot/BusinessAwards/Denton_Wins.pdfLetter to MST Owner Terry Denton from CWT Education & Training Manager
Regarding Creation of “Developing Corporate Business” Seminar:
http://www.carlsontravel.com/wwwroot/BusinessAwards/PRLetter.jpg
Provide a brief (up to 100 words) biography about the leader of this nominated company:
When Terry Denton and Vince Ashwill founded Main Street Travel in 1986, it had
only two full-time employees (Denton and his wife, Teresa, Ashwill's sister); the
two operated from a card table and solicited clients door-to-door. They became a
Carlson Wagonlit Travel franchisee in 1989; today Main Street Travel has grown to
nine locations in Texas with annual sales of about $24 million and such corporate
clients as Radio Shack and Hewlett-Packard. The agency specializes in
missionary travel, a sector close to Denton's heart: He holds a Doctor of Ministries
degree from Southwestern Baptist Theological Seminary in Fort Worth.