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CASE STUDY: ALQUERÍA DE MORAYMA

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Agricultural Youngsters Oriented Ultimate Training Handbook (AGRI-YOUTH) Leonardo da Vinci - 2013-1-TR1-LEO05-47516

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MODULE 4
CASE STUDY I
CASE STUDY I
ALQUERÍA DE MORAYMA
ALQUERÍA DE MORAYMA: ORGANIC FARMING, BIODIVERSITY,
AUTHENTIC ACCOMODATION AND RESTAURANT IN THE
HEART OF THE ALPUJARRAS
(THE LAST MOORISH REDUCT IN THE SOUTH OF SPAIN)
MODULE 4
CASE STUDY I – Alqueria de Morayma
HISTORY AND FARM DESCRIPTION
The «Alquería»,was an ancient farm surrounded by 40 hectares of organically
cultivated vineyards and woodland; almond, fig, olive and fruit trees, providing
refreshing cool and shade in the hot summers of the south of Spain.
It is located in the Alpujarra, the (south side of Sierra Nevada, Andalusia, Spain),
the very last region occupied by the Moorish in Spain.
Within the grounds there are the home farm buildings and stables, an hermitage,
the winery / museum and a multi-use function room.
The Apart-Hotel comprises 23 units (some self-catering) . All furnishings, fabrics,
paintings and decoration are different in each one – antiques, ceramics and local
textiles predominate. All accommodation offers mountain views.
It has also a Restaurant with two dining rooms: one large with an open fireplace,
bar and sunny terrace with mountain views; the other more formal and intimate.
The menu offers traditional Spanish dishes with local specialties.
MODULE 4
CASE STUDY I – Alqueria de Morayma
HISTORY AND FARM DESCRIPTION
History:
In the early 90’s, Mariano Cruz, decided to develop the first real agritourism project
in Granada. He acquired an abandoned farm and started his project in three
phases:
1º Stage: recuperation of the buildings for accommodation (hotel) and restaurant.
Key point: special emphasis in traditional arquitecture and furnishing, fabrics,
paintings and decoration are different in every unit – antiques, ceramics and local
textiles predominate. At the same time started the recuperation of the trees.
2º Stage: construction of complementary spaces: horse stables for people riding
their own horses, library, birds stables, multiactivity room (courses, yoga …),
swimming pool.
3º Going beyond farming: the winery and olive press. All wines produced on the
farm are organic. Olive oil and St John’s Wort (hypericum) oil are produced, figs
and almonds are also harvested annually. As well as demonstrating current
production methods there is also a museum dedicated to the conservation of
traditional methods.
MODULE 4
CASE STUDY I – Alqueria de Morayma
DATA & FIGURES OVERVIEW
PROPERTY EXTENT
40 Hectares
10 wood
30 cultivations
AGRICULTURAL PRODUCTS
Olive trees, figs, almond trees, vineyards and variery
of fruit trees.
FOOD PRODUCTS
Olive Oil, wine, almonds, figs and fruits.
NON-FOOD PRODUCTS
Hot water from solar panels.
MODULE 4
CASE STUDY I – Alqueria de Morayma
6
ACTIVITIES
Agriculture (organic CAAE certification)
Accomodation
RESTAURANT
Agritourism
Holistic courses and therapies
Trekking
Museum
ACCOMMODATIONS
4 double rooms
12 double rooms with coutryard
1 triple room
3 double with kitchen and coutryard
3 apartmentsfor 4 people with kitchen
COMMERCIALISATION
Wine
Olive oil and St John’s Wort (hypericum)
DATA & FIGURES OVERVIEW
MODULE 4
CASE STUDY I – Alqueria de Morayma
Ad

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CASE STUDY: ALQUERÍA DE MORAYMA

  • 1. MODULE 4 CASE STUDY I CASE STUDY I ALQUERÍA DE MORAYMA
  • 2. ALQUERÍA DE MORAYMA: ORGANIC FARMING, BIODIVERSITY, AUTHENTIC ACCOMODATION AND RESTAURANT IN THE HEART OF THE ALPUJARRAS (THE LAST MOORISH REDUCT IN THE SOUTH OF SPAIN) MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 3. HISTORY AND FARM DESCRIPTION The «Alquería»,was an ancient farm surrounded by 40 hectares of organically cultivated vineyards and woodland; almond, fig, olive and fruit trees, providing refreshing cool and shade in the hot summers of the south of Spain. It is located in the Alpujarra, the (south side of Sierra Nevada, Andalusia, Spain), the very last region occupied by the Moorish in Spain. Within the grounds there are the home farm buildings and stables, an hermitage, the winery / museum and a multi-use function room. The Apart-Hotel comprises 23 units (some self-catering) . All furnishings, fabrics, paintings and decoration are different in each one – antiques, ceramics and local textiles predominate. All accommodation offers mountain views. It has also a Restaurant with two dining rooms: one large with an open fireplace, bar and sunny terrace with mountain views; the other more formal and intimate. The menu offers traditional Spanish dishes with local specialties. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 4. HISTORY AND FARM DESCRIPTION History: In the early 90’s, Mariano Cruz, decided to develop the first real agritourism project in Granada. He acquired an abandoned farm and started his project in three phases: 1º Stage: recuperation of the buildings for accommodation (hotel) and restaurant. Key point: special emphasis in traditional arquitecture and furnishing, fabrics, paintings and decoration are different in every unit – antiques, ceramics and local textiles predominate. At the same time started the recuperation of the trees. 2º Stage: construction of complementary spaces: horse stables for people riding their own horses, library, birds stables, multiactivity room (courses, yoga …), swimming pool. 3º Going beyond farming: the winery and olive press. All wines produced on the farm are organic. Olive oil and St John’s Wort (hypericum) oil are produced, figs and almonds are also harvested annually. As well as demonstrating current production methods there is also a museum dedicated to the conservation of traditional methods. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 5. DATA & FIGURES OVERVIEW PROPERTY EXTENT 40 Hectares 10 wood 30 cultivations AGRICULTURAL PRODUCTS Olive trees, figs, almond trees, vineyards and variery of fruit trees. FOOD PRODUCTS Olive Oil, wine, almonds, figs and fruits. NON-FOOD PRODUCTS Hot water from solar panels. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 6. 6 ACTIVITIES Agriculture (organic CAAE certification) Accomodation RESTAURANT Agritourism Holistic courses and therapies Trekking Museum ACCOMMODATIONS 4 double rooms 12 double rooms with coutryard 1 triple room 3 double with kitchen and coutryard 3 apartmentsfor 4 people with kitchen COMMERCIALISATION Wine Olive oil and St John’s Wort (hypericum) DATA & FIGURES OVERVIEW MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 7. PROCESS GRAPHIC REPRESENTATION MARKETING & COMMERCIALISATION ADMINISTRATION ORGANIC FARMING, WINE AND OLIVE OIL PRODUCTION DIDACTIC VISITS HOLISTIS ACTIVITIES HOTEL RESTAURANT KEY PROCESSES SUPPORT PROCESSES MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 8. KEY PROCESS DESCRIPTION: ACCOMODATION AND RESTAURANT Process Description Competence Description Level Maintainance and management of the houses, rooms, and common spaces (partially outsourced) To be able to maintain and manage the buildings 2 Maintainance and management of gardens and swimingpool To be able to maintain and manage the gardens around the hotel and the swimming pool 2 Restaurant management and choice of traditional menus To be able to manage the restaurant and choose season organic ingredients for traditional menu 3 Customer reception and needs satisfation To be able to receive guests and manage their staying at agritourism 3 Management of hotel and restaurant reservations To be able to control and manage all the reservations, either from individuals, groups and touroperators 4 MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 9. Process Description Competence Description Level Knowledge on basic organic farming laws and certification procedures To be able to respect the procedures for organic farming certification 2 Seasonal works (tilling, digging, weeding, mowing-cutting) To be able to perform sustainable mechanical operations according to the organic procedures 2 Enrichment with organic fertilizers without use of synthetic chemicals To be able to perform a rational fertilization for planned cultivations 2 Harvest and transportation of olives, almonds, figs and herbs To be able to organise and perform harvest and transport to the farm storage and conditioning centre 2 KEY PROCESS DESCRIPTION: FARMING, PROCESSING AND VISITS MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 10. Process Description Competence Description Level Organisation of Holistic Activities To be able to programme different activities and to prepare the instalations for them. 1 Guided visits to the farm and the museum To be able to manage guided visits and didactic programs of learning for groups 2 Wine production To be able to assume all the steps in wine production and maturation 3 Oil production by cold pressing and bottling olive oil To be able to perform cold pressing and bottling olive oil 3 KEY PROCESS DESCRIPTION: FARMING, PROCESSING AND VISITS MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 11. Process Description Competence Description Level Hotel bookkeeping and administration (completely outsourced) To be able to manage bookkeeping and hotel administration 1 Farm bookkeeping and administration (partially outsourced) To be able to manage bookkeeping and farm administration 2 Human Resources (pay slips in outsourcing) Selection and management of human resources, monthly payslips, etc.. 2 Restaurant management To be able to manage the stock control, purchases, accountig, etc. 3 Organic certification procedures (linked to external control) To be able to manage the organic certification procedures 3 SUPPORT PROCESS DESCRIPTION: ADMINISTRATION MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 12. SUPPORT PROCESS DESCRIPTION: MARKETING & COMMERCIALISATION Process Description Competence Description Level Marketing of organic farming products To be able to lead the marketing of the organic farming products 3 Management supervision and commercial organisation of buying goods and selling products To be able to supervise and manage the commercial organisation of the establishment. 4 General marketing of restaurant, hotel, and holistic activities To be able to design an overall strategy for placing in the market the variety of things offered. 4 Commercialisation on-line (hotel) To be able to control all the on-line commercial channels. 4 MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 13. CORPORATE FLOWCHART Owner (Organise Holistic Activities) Organic Certification (outsourced) Hotel + Restaurant Manager Bussiness Consulting (outsourced) Farm Manager Winery Manager Farming seasonal workers Olive oil Production seasonal workers Reception and bar tender Chef and assitants Chambermaids MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 14. INNOVATION & SWOT ANALYSIS KIND OF INNOVATION STRENGTHS & OPPORTUNITIES WEAKS & THREATS Alquería de Morayma was the first agrotoursim project in Andaluosia. Offering a wide range of holistic activities and therapies they cover the touristic low seasons, and maintain a good occupatiion level for the hotel. Instalations adapted for a very wide range of demand (small and large groups, weddings, kids, horse riding trips, therapies, etc.) The accesibility is difficult, not public transportation available and a long and sinuous road. Sinergies between the museum and the retailing of wine with the hotel. As the place is isolated, it is difficult to find good and qualified seasonal workers MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 16. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 17. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 18. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 19. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 20. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 21. MODULE 4 CASE STUDY I – Alqueria de Morayma
  • 22. MODULE 4 CASE STUDY I – Alqueria de Morayma https://www.youtube.com/watch?v=EY-HwVEv_eA
  • 23. MODULE 4 CASE STUDY I – Alqueria de Morayma https://www.youtube.com/watch?v=qIxbWLMxtZw
  • 24. MODULE 4 CASE STUDY I – Alqueria de Morayma https://www.youtube.com/watch?v=SbTellDlN7M