The economic tsunami of 2009 dramatically changed the consumer mindset about leisure spending and time. This had a direct effect on the timeshare industry and MVCI’s legacy business model which required them to rethink everything (quickly). While economics were at the epicenter of this leisure consumer change, MVCI also recognized that FUD (fear, uncertainty and doubt) would also have to be addressed in the new business solution. Through a combination of math (analysis & modeling) and intuition (changing messaging & marketing channels), MVCI mitigated the downturn by stabilizing response rates and better managing acquisition costs.