PHASE 1: RESORT CONCEPT/ 2,3,4 and 5

HTM3543 – Resort Development and Management

RESORT DEVELOPMENT PLAN

PHASE 1: RESORT CONCEPT

[Reference Chapters 1, 3 and 4 to complete this section]

Remember…resort vacations and business meetings are not returnable—they represent an

investment in time and emotion that can’t be replaced. As resort owners and managers, we

have a professional obligation to disclose all of the relevant details about our property so that

guests can make a fair judgment as to whether their expectations are going to be met through

your resort.

Part 1: Resort Concept
is the most critical piece of your resort development plan because here

is where you are shaping a product and/or service to the needs of a specific target market. To

be successful, it’s important to think things through—make sure your resort offerings are

creative, but logical for the audience you have selected. With a solid concept in place, the rest

of your report will be able to flow smoothly and reinforce your exciting ideas.

A.
Resort Theme

1. Resort Type — Describe the type of resort you are developing (spa, seaside,

fishing, ski, mega resort, urban, casino…or another type not listed here)

2. Seasonality – Explain whether your resort is operational in winter, summer or

both and why that makes sense

B.
Resort Name/Image

1. Resort Name – How did you come up with the name? Does it have any symbolic

meaning? Why is it a good choice for your resort theme and audience? What

impression do you want the name to convey (fun, sophistication, romance,

exotic, rustic, family, etc.)

2. Resort Image – Paint a picture of the overall image you want your resort to

project to your audience. Beyond your name, how will you make sure this image

comes across?

C. Resort Location

Provide a general overview of the area in which your resort will be developed:

1. Physical Location – City, state, country

2. Justification for This Location (climate? remoteness? suitable landscape/terrain?

nearby attractions? accessibility? any other reasons?D. Target Market
(Potential Guests)

Identify your potential customers and explain why this market segment is a good fit

for your resort concept in terms of:

1. Geographics

2. Demographics

3. Socio-economic

4. Psychographics

5. Behavior Patterns

6. Consumption Patterns

7. Consumer Predispositions

E. Competitive Analysis

1. Key Competitors – Who are they and where are they located?

2. Competitor Comparison – Select at least one key competitor and analyze their

strengths and weaknesses in terms of:

Facilities Services/amenities Packages/price levels Any overlooked opportunities that you can capitalize on

F. Key Differentiators

Based on the competitor comparison you made above, explain what will set you

apart from your competition in terms of facilities, services and packages/pricing.

What will draw your audience to YOUR resort—and away from you nearest

competitors?RESORT DEVELOPMENT PLAN PROJECT

OUTLINE
Phase 1.
Resort ConceptA. Resort ThemeB. Resort Name/ImageC. Resort LocationD. Target MarketE. Competitive AnalysisF. Key DifferentiatorsPhase 2.
Space Design
A. Resort Layout (diagram)
B. Layout Justification
C. Environmental Considerations
D. ADA Considerations
Phase 3.
Resort Offerings
A. Accommodations
B. Food/Beverage/Entertainment
Outlets
C. Recreational Facilities
D. Meeting and Banquet Space
E. Retail Space
F. Modes of Transportation
G.
Special Amenities
Phase 4.
Human Resource Management
A. Organizational Chart
B. Sample Job Description
C. Hiring Process
D. Salary/Incentives/Benefits
Phase 5.
Operations Management
A. Front-of-the-House Operations
B. Heart-of-the-House Operations