Feasibility Study & Presentation on "Edna Resort & Spa," a full service resort located in Edna Valley in San Luis Obispo Wine Country

1. Becky Long, Maddie Kuber,
and Emma Maltbaek

2. Meritage Resort & Spa in Napa

3. Introduction
Edna Resort & Spa is a full service
boutique hotel that encompasses the
growing wine industry in Edna Valley.

4. Property Specifics
25 total rooms on property
Standard rooms
Suites
ADR: $520
Full Service Spa
Locally Sourced Restaurant
Luxury Pool & Hot Tubs

5. The Destination
SLO Wine Country includes the Edna
Valley and Arroyo Grande Valley
Edna Resort & Spa will be located in the
heart of Edna Valley

6. The Destination
Close proximity to SLO County
Regional Airport

8. Target Market
Chinese middle class tourists
traveling California coastline SF → LA
Baby Boomers
Age 65 and older
Small meetings
Intimate gatherings
Social events (weddings, graduations)

9. Analysis of Relevant Trends
Social
Wine tasting events (large & small)
Environmental
Sustainable design & practices
SIP Certification
Economic
$1.8 billion to state and local economy
from SLO wine industries

10. Tourism Growth Forecasts
Activity
SLO County produces $1 billion in
recreational activities linked to tourism
resort packages or individual purchase
Destination
High demand for full service resort and spa
Increase in job supply

11. Issues and Drawbacks
California drought
Independent boutique hotel
intimate & unique
Chain name
PRO: attract guests that are faithful
to a brand
CON: royalties and franchise fees

12. Thank you!

13. References
"12 Baby Boomer Retirement Trends - US News." US News RSS. N.p., 22 July 2014. Web. 29 May 2015.
<http://money.usnews.com/money/blogs/on-retirement/2014/07/22/12-baby-boomer-retirement-trends>.
"Climate Prediction Center - Expert Assessments: United States Seasonal Drought Outlook Summary." Climate Prediction Center - Expert
Assessments: United States Seasonal Drought Outlook Summary. N.p., n.d. Web. 01 June 2015.
<http://www.cpc.ncep.noaa.gov/products/expert_assessment/sdo_summary.html>.
“Edna Valley Visitor Guide” California Highway One Discovery Route. WINE COAST
COUNTRY, n.d. Web. 17 May 2015.
"Find Hotels in San Luis Obispo, California." San Luis Obispo Vacations Spots & Hotels. City
of San Luis Obispo, Inc, n.d. Web. 15 May 2015.
"Fiscal Year." Congress A to Z (2012) Visit SLO County, n.d. Web. Retrieved 30 May 2015.
"Latest Local News from San Luis Obispo, CA | The Tribune." Latest Local News from San Luis Obispo, CA | The Tribune. N.p., n.d. Web. 30
May 2015. <http://www.sanluisobispo.com/2014/07/28/3171479/new-hotel-development-slo-county.html>.
Lynem, Julie. "Latest Local News from San Luis Obispo, CA | The Tribune." Latest Local News from San Luis Obispo, CA. N.p., n.d. Web. 30
May 2015.
<http://www.sanluisobispo.com/2011/10/22/1806931/tourism-holds-strong-in-slo-county.html>
Martin, H. (2013, May 24) Chinese tourists’ spending in the U.S. takes off. Retrieved May 17.