business plan.doc

Operation Strategies7. 7.1 Refurbishmentv Lobby refurbishment According to the background document, the lobby currently is fairly large with different sections to it, with adequate space for a concierge desk and guest service if needed. It is not cosy but practical. Tea and coffee can be ordered all day from the pub. The front desk was redecorated 7 years ago, which is poor condition currently. Therefore the new refurbishment program will firstly focus on lobby which including front desks, concierge, reception and guest service areas. It is important to impress the guest at the first impression. The target market of the hotel will be both business travellers and people for leisures. So the refurbishment program for lobby will focus on the theme that showing countryside, which includes relaxed and wild atmosphere. The main entrance of the hotel will be designed as a green themed gate. The area of short time car parking will be in stand of green plant area, the main entrance will appear in small brushwood and with hedge around. A green carpet will lead our guests from main entrance to the reception. The reception will be wrapped up with green branch, which includes the front desk and the back wall. The reception is located at the middle of the lobby and face to the main entrance, left side of reception is next to the Shearers Pub, two rows of win wooden casks are placed at both sides of Shearer pub entrance. The adequate space at other side of reception will be used with a new shoal water pond，and three small fountains should be setup in the water with both classic and countryside music playing during the day. Waiting area will all around the water pond, sofas and tables will be provided, menu of coffee and tea should be set on tables all the time. Plastic flowers and grapes will be set on the wall of lobby. All lights will be changed as warm light fulfilled the lobby, it in order to stand for sunshine during afternoon in the lobby. After the lobby program done, it will be cosy and still practical. It seems not like a star hotel in guests first impressions, but it will be a fantastic countryside themed hotel in country. All costs of lobby refurbishment program will be budgeted and forecasted in cost control strategies part. v Guest room refurbishment According to background document, there are 125 double and 125twin bedded rooms that can be sold either as single or double occupancy, all with private bathrooms. Room style is decorative and standard, and they are varying. 125 guest rooms have been upgrading during the past 5 years, which are poor condition. So firstly, the room types should be upgraded. Most of double rooms and twin bedded rooms are not necessary to change, but new suites have to be setup. There are 250 guests room in total in the hotel, the list of new room types are 100 standard rooms, 100 deluxe rooms, 40 executive rooms and 10 suites, which include 8 standard suites, 1 executive suite and 1 specialty suite. All beds have to be changed to new ones. In standard rooms and deluxe rooms, double size beds and twin beds will be still remained, which is 50 for each type of rooms. King size beds will be setup into all executive rooms and suites. All standard rooms and deluxe rooms should be refurbished as the leisure theme that should be similar as the theme in lobby, and theme decorative should be fixed. All guest rooms still have private bathrooms, but all facilities should be changed to new ones. For both leisure and business people target market, there will be bathroom telephone, separated bath and shower stall and hair dryer inside. For standard rooms, new flat screen television with satellite channels should be added in. adult programs will be added into satellite channels, and that that will be locked for charged. New DVD players will be purchased and setup into all rooms as well. For deluxe rooms, more office and telecom functions will be added in. voice mail, desk, and cordless telephone with international direct dialing and outlet adaptors will be set for both deluxe rooms and executive rooms. More dining functions will be reset in both executive rooms and suites. Room dining includes coffee maker, mine bar, 24 hours room service and bottled water purchased from local provider. 24 hours room service includes twice daily housekeeping, nightly turn down service, wake-up service and free local newspaper delivery. All suites will locate at the top of the building. Mini business center will be setup in suites, computers, fax, copy and printer will be in those rooms. Lastly, the air condition system will be reinstalled into all rooms in the building, and this setup program should start at the begging of all refurbishment program. After then, we are going to purchase facilities what we will need as I mentioned above and install them into rooms. Room rate pricing and rooms refurbishment costing are in yield management and cost control management parts. v Food and beverage department refurbishment In food and beverage department, there are currently two parts are included; they are the shearers Pub and the Happy Miner Restaurant. The shearers pub has two entrances, one of them next to the lobby and the other one from the main street. According to the background document, the area is in poor decorative order, but has lots of potential due to its large size and variety of alcoves. The menu is limited, and it is a pub style bar with dark wood furniture, laid back atmosphere and small windows that let in little daylight. The refurbishment program will still focus on the theme changing in the shearers pub. As mentioned in background document, variety of alcoves could be used for intimacy, so they will be refurbished as some intimacy rooms and space with the green theme. All facilities in the pub are in poor condition currently, so all facilities in the pub should be changed or upgraded. The main dominant hue has to be changed to warm tones. The bar should still follow the warm tones and countryside theme for leisure. Most of facilities such as the bar, tables and chairs still should be wood furniture with warm tones, not dark, and more tables and chairs will be purchased due to the large space in the pub. More green elements will be poured into the pub atmosphere. Small windows will be rebuild as bigger ones with blinds on so that the pub can receive enough sunshine during daily and control the daylight in the pub more flexible. The night street view will come through the window into the pub during the dinner time as well. The happy miner restaurant was given a slight facelift 4 years ago, which is average condition. So there will be no big refurbishment in this restaurant, but big cleaning should be needed, which include carpet, tables and chairs and all other facilities, so after all refurbishment and purchasing program done, we are going to employ a outside cleaning team for our fixed cleaning work for the restaurant in future. More tables and chairs need to be purchased in order to make more seats. 140 seats are currently the restaurant has, but after more segment promotion to local during the summer season, that could not be enough. Due to the same reason, the kitchen might be expanded and new kitchen tools might be purchased in., which will be discussed with chef group after the restaurant refurbishment done. v Leisure and other facilities refurbishment The currently leisure facilities are poor, according to the background document, there is a large garden at the rear of the hotel with a medium sized swimming pool, which might be the only leisure facilities so far in the hotel. The medium sized swimming pool is not that necessary to be replaced, but the large garden could be applied to expand and redesign. Especially open-air spa and massage will be designed and set in the large garden next to the swimming poor. All new spa and massage facilities or tools will be purchased. For the open-air facilities, some temporary cover and large umbrellas will be needed. The cover for swimming pool as well as massage is needed in order to save evaporating water when it is not in using. It could be winter or after midnight. For business facilities, there are no conference facilities or business services at the hotel presently and there are considerable un-utilised building available for lease in conjunction to the currently used hotel property. So it is not necessary it make it for lease anymore if the hotel has not enough proper business facilities currently. A large business center and conference room will be designed in theses un-utilised available buildings. All business facilities like computers, printers, copy/fax and proper desk and chairs need to be purchased. Refurbishment program for business center and conference room also need to repainting the building and change to modern business styles. The wall of meeting room will be white and tend to warm, some digital equipments will be installed in the room, such as electronic white broad and screen, which is used for business presentation. Mural and fresco also will be needed around the wall of conference center. Car parking is currently for 120 cars and the hotel has enough land to extend this facility, so we will try to extend this land to 180- 220 cars parking space. Then set sign at car parking to notice that there is currently car parking in a council parking building for free. 7.2. Management Strategyv Human resource and motivation theory Staffing is one of most important parts in operating strategies. Currently the hotel has 60 employees, and head chef and reservations clerk are missing. There is no staff in conference department as well. There is no doubt that a new hiring process should be started. Firstly, a new commission will be contracted for each staff, which will be a long term staff position provided from the hotel, and contracted with agency that provides local staff hiring. Casuals are not acceptable in the hotel. Staff training program will be held during the first two months when the hotel under new management, which the refurbishment will be processed during the same time. Leadership, teambuilding and motivation course will be held once per month during future hotel operating. v Revenue (yield) management According to the background document, there are 11local hotels in total. Before the first quarter start, forecasting and budgeting work should be finished in one to two weeks, after first quarter of hotel operation; the competitor set should be done. During the first quarter operation, a contemporary issues research and discussion meeting about high and low demand period will be taken place; especially the meeting will be about local contemporary issues and pricing decision making for next quarter according to the forecasting and sales mix of first quarter, and also about how to get local supports in different departments of the hotel, and then, food and beverage and room rate pricing process will start. v Food and beverage management New head chef will be in kitchen and new menu style will be decided by new chef group and F&B manager meeting, which is based on getting local support, suiting