SITE PLANNING WITH THE
HEART OF AN INNKEEPER BY TODD WYNNE-PARRY
O
ne true absolute in the world of outdoor hospitality is there is zero consistency from site to site. The variables are many and these idiosyncrasies have a major impact on overall site planning. Therefore, each new development’s site planning requires a “re-invention of the wheel”. To make this re-invention process a little less daunting, we advise clients to focus on three major areas of concern: revenue generation, guest experience and service provision. In a nutshell, we want to make sure we are maximizing the revenue generation of the site, providing the best possible guest experience all while setting up the operator with a design to successfully deliver the services required. This approach comes from the heart
of an innkeeper which is applicable whether you are setting up your house for an AirBnB rental or developing a five-star wellness resort.
REVENUE GENERATION Each site has the potential to generate some level of revenue. The task for the site planner, as Michelangelo would say, is to release this revenue potential from the site. Going through the traditional revenue lines of a hospitality enterprise (rooms, food & beverage, minor operating departments, etc.) provides an initial guide this task. Obviously, you need to have a strong understanding of who your guest will be. Knowing the percentage of couples, families, corporate and social groups should be the foundation for these design decisions. In the
case of rooms, the site should be designed with areas for romantic couples, active families, and social groups. Ideally the site would have opposite ends or areas oriented towards those specific demand segments. Perhaps a more serene area for couples, a more interactive area for families, or contained cul-de-sacs for groups. If there is an area of the site that has water frontage or vistas, these rooms will fill first and command a higher room rate. The amount of accommodation units here should be maximized. In zones that perhaps have fewer aesthetic qualities, guest will pay more for generous private space, such as suites, two-bedrooms, or a larger outdoor gathering space. Given the rooms department provides most of your profit, it makes sense to start with this area first.
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