The document outlines a business plan for Calatrasi's Roots Wine & Golf Resort in Valle Fondi, Sicily, which aims to integrate wine tourism with golf tourism through a luxury resort that includes a hotel, restaurant, wellness center, golf course, and residential properties. Key market trends indicate a growing interest in wine and food tourism, supported by a robust demand for high-quality accommodations and experiences. The resort seeks to capitalize on Sicily's rich viticultural heritage and tourism potential by offering unique wine-related and golfing experiences to attract affluent visitors.

1. BUSINESS PLAN Calatrasi’s Roots Wine & Golf Resort - Sicily Tutors: Giorgio Bianchi Angelo Grosso R&D hospitality Students: Chiara Cesareo Leda Cormanni Giulia Giobbio Sara Masera Vladimir Medin Dario Uscidda

2. Introduction The focus of this work is a Wine and Golf Resort Project located in the municipality of Valle Fondi, near Palermo, Sicily, Italy. The idea comes from the Calatrasi Group, a big Sicilian wine company with a tradition lasting over a century. The Calatrasi’s intent is to realize an high-level resort located near the wine producing areas and able to create a network connected to the wine and food productions and golf-tourism. The elements composing the resort are the hotel with the restaurant, the banquet centre and the wellness centre, an 18 holes golf-course, a luxury residential units, a “wine village” with a wine and food bar, a boutique winery and a seminar room.

3. Index THE MARKET BENCHMARKS TREND DESTINATION OVERVIEW THE PRODUCT PRODUCT CONCEPT THE RESORT THE “WINE VILLAGE” THE GOLF COURT AND THE RESIDENTIAL OTHER DESTINATIONS BUSINESS ANALYSIS BUSINESS IDEA

4. THE MARKET

5. Renault Winery Resort and Golf

6. Tenuta delle Ripalte Nel Parco Nazionale dell’Arcipelago Toscano

7. Devonvale Golf and wine Estate

8. South Coast Winery Resort and SPA

9. Herederos del Marques de Riscal

10. Golf courts are frequently paired with wine Cellar’s brand is frequently utilized for the resort’s brand (Marques de Riscal, Renault winery, …) The theme of the wine is paired with a high quality food Locations sorrounded by nature Spa and wine tours Capacity of rooms around 50 plus estate in the surroundings Different possibilities of of sport activities Gift and wine shop Production of wine from their own vineyards Conferences centre ,banqueting and wedding location Benchmarks common points

11. Trend of wine market Wine and food tourism represents a growing phenomenon Wine tourists are growing and they start asking for products and services that are in line with experiential tourism Wine tourism represents a paradigm of new trends : -It is positioned in a growing market segment ( short break ) -It develops needs -It always proposes new destinations In Italy wine is one of the most important attractor in the destination. Impact: 30% on touristic development, 67% of Italian municipalities base their development on wine and food, quality of wine is one of the point of strength for their destination Source: “Il sole 24 ore”

12. Demand trend At the demand side, Italian wine and food are at the second place as purpose of trip in our country, and at the first place for foreigners tourists satisfaction Cellars tours: 3,5 millions of visitors (1 million in the day of “cantine aperte”) Today wine tourism cash flow: 2,5 billions euros, projection of growth: 8% in terms of presence and 10% in terms of incoming Wine: third activities for foreigners tourists in Italy, involves a medium-high target that likes wine, environment, art and gastronomy 5% of the incoming of cellars has been given to support wine tourism. Hospitality, welcoming structure, events, workshops and seminars

13. Target profile Wine tourism is a subset of food tourism It is important that a profile of the consumer is developed Researches and theories about wine consumers take into consideration demographic and psychographic profiles together with tourists motivation Wine tourists tend to be of higher involvement levels than typical wine consumers (Christiansen)

14. Real estate in wine tourism market There are more than 200 out of 1.071 cellars that have created hospitality facilities in order to develop the destination The demand for vineyard estate is growing, the prices are rising up. 2007 statistics say that the price of these estates are higher in Montalcino, Bolzano and Trento In the area of Barolo an estate of maximum 200 square metres with a bit of land costs from 250.000 to 500.000. In the small territory in which they cultivate Nebbiolo grapes 1 hectare of vineyard cost up to 700.000 euro People from England and Northern Europe are always more interested in investing in real estate in Italy where for the high level market prices are stable

15. Wine production overview For years the Sicilian wine has been used to "cut" less intense wines, but today the wine of Sicily has reached a level of excellence in the production of wine both national and international In Sicily the lands cultivated to produce the best wine are: 65% in the hills, 30% in the plains and 5% in the mountains Sicily can rely on production of its wines on a heritage of almost 150 000 hectares of vineyards, 77% white grape, 23% grape vine red Among the Sicilian table wines, in addition to the famous Nero d'Avola, there are the Bianco d’ Alcamo, produced in Palermo and Trapani, the Eloro both white and red, the Contessa Entellina the Nivolelli Delia, the Etna, the Faro, Menfi, Monreale, the Santa Margherita di Belice and Sciacca

16. Sicilian wines produced with local white grape, cultivates qualities such as Carricante, Cataratto, Grecanico, Grillo, Inzolia, also known by the unusual names of Ansonica, the Malvasia delle Lipari, Moscato Bianco, Zibibbo and Moscato d'Alessandria Today, the Sicilian wine has a turnover of hundreds of millions of euros. Sicilian wines are the pride of the eruption in the agro-food of Sicily, and the island compete with Puglia for the primacy among all the major production regions of South of Italy Sicilian wine is the result of a production quality guaranteed. Sicily is also famous for the production of sweet wines, Marsala, Malvasia delle Lipari, Moscato di Noto, Passito di Pantelleria and Zibibbo Wine production overview

17. Possente vini,Azienda Agricola Panda Donna Fugata,Lucente Vini, Cantine Rallo, Cantine Pellegrino Vini Gennaro,Spadafora,Abbazia Santa Anastasia,tenuta Rapitalà Gigliotto Tenute Cantine Barone Gandolfo Avide Vinicola Cantine Settesoli, Feudo Arancio, Planeta Cellar overview In the area we are interest in there is an high cellar concentration. The culture of wine is important in all the island, in particular in this area.

18. Real estate in golf tourism market Real estate is very important to reposition Italy in the high position on tourism hospitality and golf is able to reduce seasonality, attract international customers The house on the green is appreciated from golfers that in Italy are growing from 5% to 7% but also for the people that wants a first house in a safe environment. Even if we are facing a crisis period in this sector they have not seen a decrease and the business link to real estate in golf structures is five time bigger than investment on golf fields. 17 thousands new housing have generated 18,8 billions of euro.

19. 5 golf courts: in Catania, Siracusa, two in Palermo and one in Trapani Accommodations, 5 stars resort: Golf club le Madonie, Palermo, available from 2008 3 floors main building, covering an area of about 4.000 square meters, adjoining to the 14 terraced buildings on the close hill slope and overlooking the courses 32 villas distributed along the golf course, facing the beautiful gulf of Cefalù. The buildings are of handmade local rock and finished with windows and doors with wooden shutters Golf overview

20. Golf Club Kempinski Opening? Sciacca Golf Resort Sol Melia Opening 2011 Golf Club Pantelleria Golf Club Villa Airoldi Le Madonie Golf Resort Golf Club Il Picciolo Macome Bianco Golf Resort Opening 2012 Donna Fugata Golf Resort NH HOTELS Taormina Golf Resort Opening 2012 Verdura Golf resort Rocco Forte Golf overview Carlentini Golf Resort Opening 2011

21. MICHELIN GUIDE Taormina: 2 restaurants with michelin star and one “Promise” Licata: 1 restaurant with michelin star Ragusa: 2 restaurants with the star Anyway in our area there are many restaurants suggested by the Michelin guide even though they don’t have the star GAMBERO ROSSO GUIDE Palermo (Villafrati): 1 restaurant that deserves the “two forks” Palermo: 6 restaurant deserve “ a fork” Palermo: 1 wine bar that deserves “two shrimps” Castelbuono: 1 wine bar that deserves “two shrimps” Restaurants overview

22. After the analysis conducted we can deduct that wine and golf tourists are: High-level clients They experiment different things They have similar psychological and demographic profiles 30-50 Years old, Well educated High income Sophisticated They like itineraries They look for high-standard products Destination appeal Synergies between wine and golf tourism market

23. Palermo Trapani Agrigento Corleone Castelvetrano Sciacca Vallefondi Ginestra San Cipirello Sicily: Destination overview ATTRACTIONS AND FACILITIES Campofiorito Palermo Trapani Agrigento Corleone Castelvetrano Sciacca

24. Sedotta e abbandonata, 1964 Location: Sciacca Il Gattopardo, 1963 Locations: Palermo, Donnafugata, Piana degli Albanesi Il giorno della civetta, 1968 Location: Palermo Il Padrino, 1972 Mainly location: Corleone Cinema locations …

25. Rich in natural and cultural claims of the passage of different ethnicities Archaeological sites Tower clock of 1939 Ancient churches CAMPOFIORITO S Landscape Many places to exploit W wrong altitude for playing golf Far from Palermo airport O No competitors Location awareness T No touristic area - Corleone

26. Alto Belice Corleonese Historical presence of Monreale, built around the XIII century around the famous cathedral, built in 1174 by King William II of Sicily The founding of the other centers of the area is generally due to the creation of agricultural and rural villages within the great feud Monreale. Ginestra and Contrada Valle Fondi O To exploit the opportunity of being between others destinations T Unknown destination S Natural environment W No brand VALLI FONDI GINESTRA (MONREALE) S Near to the sea airport The closest location to Palermo W 500m on the sea O Sea Build the golf court Exploit the position to the Poma lake T Recognised as Monreale

27. The heart of our project It hosts the cellar T own of 5,016 inhabitants in the province of Palermo San Cipirello SAN CIPIRELLO S Cellar Archaeological site W Altitude O Easily achievable from both airports T Unknown destination

28. Wine producers Location accessible and at the same time quite and relaxing Natural environment and beautiful sea Weather conditions and atmosphere good especially for playing golf Sicily as a destination has a very powerful brand awareness all over the world and in particular our area because: It is situated in the heart of Sicily It is frequently the set for many films Corleone is very well known Calatrasi is a very well known cellar Presence of an international market (Palermo and Trapani are very close to the airports) Italian (Sicilian) food and beverage Market key factors

29. Ginestra: golf players, sea-food lovers, sport lovers, young San Cipirello: wine lovers, business travellers, people interested in archaeology sites Contrada Valle Fondi: art lovers, all tourists that visit the other location that can overnight in the resort Campofiorito: horses and polo’s lovers, gourmets, sports people, novice golfers, family Potential demand for each area

30. THE PRODUCT

31. Product concept The wine & golf resort structure will be divided into 4 parts: The resort with the hotel with 50 rooms, the “Vinacria” restaurant, the banqueting area and the Wellness area with an open pool and pool bar The “wine village” that will focus on the more commercial aspect of wine with the wine & food bar “VINtAGE”, the farmer shop and a seminar room The golf court with the club house with a restaurant inside. All managed by an external society The residential area with 120 two roomed flat of 55 sqm, 105 small villas of 110 sqm and 45 villas of 150 sqm, spread around the golf area

32. The resort THE HOTEL: 4/5 stars with 50 rooms We have decided a specific name with his layout for each typology of room, starting from the name of the chromatic scale of wine for the Deluxe as Rosso Aranciato, Rosso Granato, Rosso Rubino , the Calatrasi’s wine for the Junior Suite as Terre di Ginestra, Accademia del Sole, La Piazza and some adjectives used to identify wines for Suites ( Eterea, Armonica, Aromatica and Vinosa ). Types of room Rooms sqm Standard 20 800 Superior 15 675 Deluxe 5 250 Junior suite 6 360 Suite 4 260 Total room s 50 2345 Reception 150 Others 300

33. “ VINACRIA” RESTAURANT: Dimension: 150 covers Cuisine: mainly Sicilian and Mediterranean cuisine, but also international cuisine. A la carte menu Target: resort’s guests but also external clients Layout: vineyards wall painted, bordeaux chairs, stone columns The resort Restaurant room 1 195 sqm Kitchen 1 190 sqm Distribution areas 1 100 sqm

34. BANQUET CENTRE: Dimension: up to 300 delegates/guest. Modular spaces Usage: meetings and conferences, high class weddings and celebrations, wine seminaries and forums, courses, meetings, conventions The kitchen will be in common with “Vinacria” restaurant The resort Banqueting room 1 400 sqm Seminar room and cooking lessons kitchen 1 100 sqm

35. WELLNESS AREA: Wine therapy 7 cabins with unique decoration and equipped with gradual lighting system and individual sound equipment 2 sauna 2 Turkish bath Relax area with water beds and view on the nature Chromo therapy Treatments Masseur on request 2 indoor pools with cervical fountain 2 Jacuzzi The resort SPA without outside pool 500 sqm

36. The resort There is a circular pool in the middle of the internal area and all the cabins around. The atmosphere will be focused on wine, grapes and their colors. In the second pool there will be a water circuit with different areas to relax. In a more detached area there will be the another relax space in which the guests could terminate wellness path with a glass of orange juice and some fruit. The outdoor swimming pool with bar will be located next to the Wine Spa and near the hotel gardens.

37. “ VINtAGE” WINE AND FOOD BAR: Dimension: 50 covers Internal and open air areas Smaller, niche restaurant with local cuisine Target: wine lovers and couples FARMER SHOP: Little farmer and wine shop where tourists can buy local art and craft products and wine & food (0 km) Clients will be served by man weared typical Sicilian clothes The “wine village” Wine and food bar 200 sqm Farmer shop 100 sqm

38. GOLF: 18 holes Club house with independent food and beverage management Golf courses for different level players Equipment for rent Seasonal tournament RESIDENTIAL: 260 villas spread in the property. Typology and dimension: 120 two roomed flat of 55 sqm 105 small villas of 110 sqm 45 villas of 150 sqm The golf court and the residential

39. VALLE FONDI: Here will be located the “Calatrasi’s Roots Wine & Golf Resort” CAMPOFIORITO: Resort with a concept connected with the nature Focus on wine production Horse riding activities, polo field, sport centre, practice golf field, wine shop GINESTRA: Addressed mainly to locals Training and golf courses University of wine, small restaurant, wine shop, water sport SAN CIPIRELLO: Smaller capacity for short-stay guests Cellar, wine bar, small congress room, wine shop Location

40. BUSINESS ANALYSIS

41. The hotel will be closed on January and February. High season: March, April, May, September ,October (150 days). Medium season: June, July, August, November, December (150 days). Opening years: 2013 Business highlights resort ROOMS AVERAGE ROOM FREQUENCY VAT (10%) BREAKFAST ARR Standard 120 1,9 109,1 9,5 99,6 Superior 156 2,2 141,8 11 130,8 Deluxe 170 2,3 154,5 11,5 143 Junior suite 230 2 209,1 10 199,1 Suite 260 3 236,4 15 221,4

42. 2015 Business highlights resort € 412.052 MICE&BANQUETING TURNOVER € 691.376 SPA TURNOVER € 255.928 WINE&FOOD BAR TURNOVER BREAKFAST TURNOVER € 830.011 VINACRIA TURNOVER ROOM REVENUE € 145,52 AVERAGE ROOM RATE 69% OCCUPANCY € 1.497.668 € 128.005

43. 2015 Business highlights resort € 1.854.727 TOTAL FIXED COST 28,39% € 877.367 GOP TOTAL VARIABLE COST

44. Business highlights resort € 12.395.641 EXIT VALUE (IN 2021) 20% RENT VALUE (ON TOTAL REVENUE) € 1.372.930 RESORT NPV € 763.008 RENT (2015) € 8.024.160 HOTEL BUILDING COST

45. Business highlights residential FROM 2012 TO 2016 SELLING TIMING € 3.795.000 SALES COSTS € 75.900.000 GROSS REVENUE OF SALES 24.900 sqm RESIDENTIAL AREA € 7.140.000 NPV € 31.207.000 NET CASH FLOW € 40.898.000 RESIDENTIAL BUILDING COSTS

46. Business highlights golf € 162.000 RENT (2015) € 4.665.000 MEMBERS AND PLAYERS REVENUE 45% STABILIZED OCCUPANCY € 2.321.000 F&B CLUB HOUSE REVENUE € 9.450 GOLF CART REVENUE € 16.745.000 TOTAL GOLF COURT REVENUE 45 TOTAL PLAYERS PER DAY 80% EXPENSES (ON TOTAL REVENUE) € 1.750 SUBSCRIPTION 250 STABILIZED MEMBERS € 50 GREEN FEE 300 DAYS OPENING DAYS

47. Business highlights summary 29.480 sqm TOTAL AREA € 48.922.410 TOTAL INVESTMENTS € 8.813.000 TOTAL NPV

48. Business idea The main profit comes from the residential part and the banqueting activity The golf court is a kind of infrastructure useful create demand, to increase the sales of the residential area and to reduce seasonality The residential area is helpful in order to increase the number of customers also for the resort activities and increase the value of both the area and the whole project The project offers a big variety of activities and a lot of competitive advantages The product mix is focused on two strong pull factors: wine and golf, that enable us to attract different targets of customers The length of the opening days is due to the favorable Sicilian weather conditions The area is easily reachable The size and the product mix make the hotel project feasible under the financial point of view

49. Chin - chin!