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536-key all-suite group-oriented resort with 60,000-square feet of indoor public space, 40,000 square feet of outdoor public space, a 20,000-square foot spa and fitness facility and four food and beverage facilities. Its room’s segmentation was 55% group business, 30% individual leisure, and 15% individual business travel. The property was owned by a New York based life insurance company. Guest experience hampered by “tired” furnishings, poor curb appeal and poor sense of arrival. The resort had substandard recreational amenities compared to the resort market at large. Significant amounts of deferred maintenance existed. The property had an ambiguous guest and market perception of what market segments the resort served – and why.
Duties Included:Asset Management: Responsible for recommending and implementing all financial, strategic, risk management and operating decisions for the ownership entity. Activities included negotiating management contract with first-tier management company, reviewing/analyzing annual operating and capital budgets, assessing sales and marketing goals and measurement activities. Effectively managed the relationship between the managing agent and the ownership entity. Operations/Management: Devised and implemented a repositioning strategy to restore market share and profitability. Assessed strengths and weaknesses of all primary and secondary competitors. Qualified and quantified customer preferences for resort product by facility type, amenities offered and services required. Determined optimal segmentation, assessed future room night demand and potential room rate. Assessed potential demand for secondary and tertiary revenues centers. Development/Management: Managed master redevelopment program including RFP processes for architecture, design, construction, procurement and project management. Conceived and developed an eight-acre water-based recreational amenity with fully dedicated stand-alone childcare facility and program. Facility/program earned Family Circle magazine and Good Housekeeping magazine awards as a “top 10” resort program for children in the domestic United States. Re-cut entire site as to vehicular and pedestrian access and circulation; renovated all soft and hard scaping. Built-out existing storage spaces into an additional 9,000 square feet of meeting space; developed small conference center facilities and upgraded all meeting space, lighting, audiovisual, electrical and HVAC systems. Realigned hotel lobby entrances to improve sense of arrival and utilized public access way to create grand, palm tree-lined entryway. Re-cut guest circulation in public space areas. Renovated all guestrooms and all public space. |