Delight European travelers with a fresh look!

Published July 1, 2009

by Margit Whitlock, AIA
Principal
Architectural Concepts, Inc.

International travelers heading for America this summer. Maulesh Patel, General Manager of PSA Hospitality Corp. NYC wrote: “The short term effects of rapid weakness in USD will be beneficial. It will make United States an attractive travel destination for ever frugal international customer. A sustained weak dollar will transfer in higher occupancies all across the board. Cities like New York will entice more than ever number of international travelers.” Best be prepared with a plan to freshen up your resorts to meet the demand.

When everything was booming you did not have the time to think clearly and plan properly. Consequently many resort properties have been reactionary with their renovation projects instead of proactive by developing a process and master planning the desired outcome. Vacationing is on the rise and that means timing is everything, so while there is still a lull in occupancy, get busy. Guests and owners want to buy and stay where they feel they have invested and received value. Because labor and materials are lower in cost, take advantage of our soft economy by creating more value at your property. Keeping your standards high both in ambiance and maintenance will keep your owners confident and happy; happy owners pay their maintenance fees.

Getting started is often the biggest hurdle. Spend some time with key players in your organization and make a commitment to strengthening your market position. The effort you put into the process will have long term effects on the property. Your renovation strategy and long range plan should be reviewed quarterly to stay on track and as new issues arise, you will be able to assess the situation more effectively and add them to the Master Plan. My experience with existing resorts has made a believer out of me that organized and deliberate attention to the resorts ambiance and maintenance proves wise in the long run for attracting and developing the right owners and guests.

OUTLINE FOR THE RENOVATION PROCESS

• Prepare a “Needs Assessment”. This requires data collection from surveys, guest comment cards, HOA meetings, housekeeping, maintenance and management. This will not be a simple document and will need to be developed in sections by area. Focus on the “Guest Experience” not just the obvious to-do items. Pay close attention to the path of travel, review how the guest arrives and moves through the resort to reach their unit. What is that experience like? Is the property consistent in delivering the Brand promise? The interior of the unit is not the full spectrum of the guest experience.
  
• Engage the services of the proper design professionals: i.e., Landscape Architects, Architects, Interior Designers, Graphic Designers and Engineers. Create a team to work on analyzing the “Needs Assessment” and prioritizing the scope of work.
  
• Create a “Phasing Document” that can be reasonably accomplished within a desired time frame – hence a “Project Schedule”. Be aware of approval processes and lead-times. We always advise to start the planning process 12 months before the first deliverable result is expected. Leave yourself plenty of time. A rushed job seldom comes together properly.
  
• Create pricing documents (by phase) so your “Project Budgets” are in line with your annual budgeting and plan ahead for capital improvement projects that work within your project schedule. In any preliminary budget you must carry a 10% contingency line item for the unforeseen. Renovation projects are often blindsided by what is uncovered during the construction process.
  
• Finally create an “Implementation Plan” encompassing the documents highlighted above including a “Responsibility Chart”. There needs to be one leader to manage the entire process. This can be an in-house project manager like the Facilities Director or the General Manager. If the expertise or time commitment is not available then out source it. We suggest the Architect if the project includes multi-disciplines or the Interior Designer if the projects are finishes, soft and hard goods only.