Of late, our agency has been involved in several new property developments. All are coming along quite successfully and appear to be on track to meet their launch dates.
To put it bluntly, the process of initiating a new property is not for the faint of heart. Far from it. It takes an excruciating toll from all those involved in the process. Many have asked me if there is a formula for success, to which I reply with a simple-yet-pervasive, three-part answer.
1. Vision
It starts with a vision from the developer – what they hope to deliver to the marketplace. For a hotel/resort this includes the market segment and target audience; competitive rationale; and independent or branded flag (and which flag). Core to a vision are the elements that will differentiate the property, helping it successfully launch into what will likely be an already crowded market.
Each project needs an elevator speech – that is, a means of describing the project’s vision in ten seconds or less. Coming from the advertising stream, I often aim for six words or less. Think of it like a game of broken telephone; if the message takes longer than ten seconds to convey, the meaning is much more likely to get lost in subsequent reiterations.
Vision expressed this way, creates a unique positioning and helps keep everyone working towards a common goal. An example of an elevator speech from a current project: “Entertainment and luxury together.” When in doubt, keep it simple.
2. Site
A property cannot exist in thin air! As in all real estate transactions, location is critical. This not only means the macro-location (city/region), but drilling down to the specific micro-location (city block/neighborhood). Both macro and micro issues will have a bearing not only on revenue streams, but the entire context of the property’s product delivery and brand positioning.
Site planning requires a good ‘lay of the land’, ideally with a solid local knowledge component. I have looked at properties that are trying to set pricing based upon a downtown competitive set when they are situated far outside the city core. I have also experienced hotels that claim water views that have them only if you crane your neck out over a balcony. Banking on geographic fabrications is a recipe for disaster.
If the property is to be flagged, the location of all current branded properties needs to be identified. Multiple properties that feed from the same reservations system will lead to cannibalization of rooms and unwanted price competition. What’s worse, as the newest member of a chain, you will be the beneficiary of all the forthcoming loyalty redemptions – business that is not overly profitable.
3. Finances
Generally, if you have a clear vision and a site that can justify the green light, finding financing will be a lot easier. Salesmanship will still be required and there are never any guarantees. Getting financial backing is the last hurdle and the ultimate validation of your vision for a specific property.
Apart from a fiscally prudent proposal, a lender is going to want to see your commitment to the success of the venture. Put yourself in the lender’s shoes and ask the question, “Why should I invest in your idea/property?” With confidence, your response should reflect how your vision, properly translated into reality, will generate the required ROI to meet the lenders standards, and then go beyond the initial expectations once operations are running smoothly.
Now that we have cleared the nadir left by the Great Recession, the worldwide hotel investment prognosis is looking to be rather positive. It’s time for your bold ideas, visions and sound planning to see the light of day!
About the author
Larry Mogelonsky (larry@lma.net) is the president and founder of LMA Communications Inc. (www.lma.ca), an award-winning, full service communications agency focused on the hospitality industry (est. 1991). Larry is also the developer of Inn at a Glance hospitality software. As a recognized expert in marketing services, his experience encompasses Four Seasons Hotels & Resorts and Preferred Hotels & Resorts, as well as numerous independent properties throughout North America, Europe and Asia. Larry is a registered professional engineer, and received his MBA from McMaster University. He’s also an associate of G7 Hospitality, a member of Cayuga Hospitality Advisors and Laguna Strategic Advisors. Larry’s latest anthology book entitled “Llamas Rule” and his first book “Are You an Ostrich or a Llama?” are available at Amazon and Barnes & Noble.
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