Winning Portfolio Project-Art Institute of Pittsburg

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PURA VIDA RESORT COSTA RICA.Playa del Coco. GuanAcaste. Costa Rica
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Portfolio(
David(Hubbard(

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Table of Contents(
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1.0 Executive Summary 1
1.1 Mission Statement 1
1.2 Personal Experience 2
1.3 The Guests 3
1.4 Guest Expectations 4
1.5 Our Solution: The Uniqueness that is the PVR-CR Concept 5
1.6 The Future of Pura Vida Resorts Costa Rica-PVR-CR 5
2.0 Statement of Purpose 7
2.1 Purpose 7
2.2 Corporate Structure and Leadership 7
2.3 Products and Services 7
2.4 Why Pura Vida Resorts Costa Rica? 8
3.0 Description of the Business and Products Sold 9
3.1 Business Goals and Objectives 9
3.2 History of the Business 10
3.3 Key Company Principles 10
3.4 Products Sold 11
3.5 Guest Rooms Description 11
3.6 Recreational Areas Description 11
3.7 Restaurant Description 12
3.8 Menu 13
3.9 Wine Menu 14
3.10 Signature Cocktail 15
3.11 Keys to Success 16
4.0 Description of Service and Operational Plans 17
4.1 Services Offered 17
4.2 Service Style 18
4.2.1 Service Style: Specific Needs By Menu Item 19
4.3 Table Top Items 20
4.4 Operational Plans 21
4.5 Rooms Division Manual 22

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4.5.1 Source of Reservations 22
4.5.2 Information To Obtain From Guests 22
4.5.3 Information Flow 23
4.5.4 Check-In of Guests 24
4.5.5 Posting Procedures 25
4.5.6 Check-Out of Guests 25
4.5.7 Customer Complaints 26
4.5.8 Quality Standards 27
4.5.9 Cleaning of Floors 27
4.5.10 Guest Room Cleaning Procedure 28
4.5.11 Guest Bathroom Cleaning Procedure 31
4.5.12 Lobby Cleaning Procedure 32
4.5.13 Public Restroom Cleaning Procedure 33
4.5.14 Miscellaneous Public Areas Cleaning Procedure 34
4.6 Maintenance 35
4.6.1 Departmental Duties 35
4.6.2 Maintenance Department Staffing 35
4.6.3 Maintenance Department Information Flow/Work Orders 36
4.6.4 Maintenance Department Routine Tasks 37
4.6.5 Maintenance Department Primary Subcontracted Services 37
4.6.6 Maintenance Department Information Flow/Work Orders 36
4.7 Laundry 38
4.7.1 Laundry Department Capacity 38
4.7.2 Laundry Department Routine Tasks 40
4.8 Tour Desk 41
4.9 Spa/Fitness 42
4.10 Bell Staff 42
4.11Security 44
5.0 Marketing Plan 45
5.1 Marketing Analysis Overview 45
5.2 PEST Analysis 46
5.3 SWOT Analysis 48
5.3.1 Strengths 48
5.3.2 Weaknesses 50
5.3.3 Opportunities 51
5.3.4 Threats 52

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5.4 Primary Marketing Research 53
5.4.1 Preliminary Survey: Findings & Conclusions 53
5.4.2 Preliminary Survey: The Survey 55
5.4.3 Secondary Research 59
5.4.4 Secondary Source: Caturgua, Chamber of Tourism 60
5.4.5 Secondary Source: World Travel & Tourism Council 61
5.4.6 Secondary Source: Int’l. Hotel & Restaurant Association 61
6.0 Comparative Analysis 63
7.0 Goals 66
7.1 Goal 1 66
7.2 Goal 2 66
7.3 Goal 3 67
8.0 Strategy 68
8.1 Strategy 1 68
8.2 Strategy 2 68
8.3 Strategy 3 69
9.0 Promotional Activities 70
9.1 Web Site/Internet 70
9.2 Print Media 70
9.3 Public Relations 71
9.4 Trade Shows/Industry Events 71
9.5 Special Packages/Weekend “Get-A-Way’s” 71
9.6 Pricing Strategy 72
10.0 Forecasting Plan 73
10.1 Forecasting Calculations-One Month Sampling 73
10.2 Budgeting Model 74
11.0 Controls 75
11.1 Implementation Milestones 75
11.2 Contingency Plan 77
11.3 Personal Selling Evaluations 78
11.4 Method of Evaluation for Promotional Activities 79

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11.5 Method of Evaluation for Product, Price, Place 80
11.6 Estimated Intervals for Evaluation 80
11.7 Special Area to Monitor During First Year 81
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12.0 Branding and Company Identification 83
12.1 Company Name 83
12.2 Origin and Meaning of Company Name 83
12.3 Website 83
12.5 Vision Statement 84
12.6 Logo 84
12.7 Business Cards 86
13.0 Standardized Lists of Items-Rooms Division 87
13.1 King Suite with Living Area 87
13.2 Single King 88
13.3 Double-Double 89
13.4 Standardized List of Items for All Room Types 90
13.5 Furnishings and Amenities Examples 92
13.6 Rooms Division Staffing 94
13.7 Costing and Pricing 98
13.7.1 King Suite with Living Area Itemized Cost 98
13.7.2 Single King Itemized Cost 100
13.7.3 Double-Double Itemized Cost 102
13.7.4 Room Furnishings and Amenities Budget Summary 103
13.7.5 Room Rates 106
13.7.6 Group Sales Room Strategy 108
13.7.7 Comp Room Policy 109
13.7.8 Sales Promotion Package 109
13.7.9 Rooms Revenue Management 111
14.0 Food & Beverage Division Standardized Recipes 113
14.1 Food & Beverage Division Costing and Sales Analysis 116
14.2 Beverage Recipe Costing 117
14.3 Beverage Pricing Analysis 119
14.4 Beverage Ingredients List 120
14.5 Beverage and Bar Service Equipment List 121

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14.5.1 Glassware, Stirrers, Napkins, Miscellaneous 121
14.5.2 Bar Equipment and Small Wares 121
15.0 Purchasing Plan 123
15.1 Opening Purchase Order-Cap-Ex-Furniture And Furnishings
-Rooms Division 124
15.2 Opening Purchase Order-Personal Use Items-Rooms Division 125
15.3 Opening Purchase Order-Cap-Ex-Office and Technology
-Rooms Division 126
15.4 Opening Purchase Order-Cap-Ex-Kitchen Equipment-F&B Division 127
15.5 Opening Purchase Order-Service Equipment-F&B Division 128
15.6 Opening Purchase Order-Opening Food Order-F&B Division 129
15.7 Opening Purchase Order-Opening Beer, Wine, Liquor-F&B
Division 130
15.8 Opening Purchase Order-Consolidated Totals 131
16.0 Financial Statements 132
16.1 Operating Budget for January-December 2015 132
16.2 Room Revenue Forecast Summary 133
16.2.1 Room Revenue Forecast-January 2015 134
16.2.2 Room Revenue Forecast-February 2015 135
16.2.3 Room Revenue Forecast-March 2015 136
16.2.4 Room Revenue Forecast-April 2015 137
16.2.5 Room Revenue Forecast-May 2015 138
16.2.6 Room Revenue Forecast-June 2015 139
16.2.7 Room Revenue Forecast-July 2015 140
16.2.8 Room Revenue Forecast-August 2015 141
16.2.9 Room Revenue Forecast-September 2015 142
16.2.10 Room Revenue Forecast-October 2015 143
16.2.11 Room Revenue Forecast-November 2015 144
16.2.12 Room Revenue Forecast-December 2015 145
16.3 Food and Beverage Revenue Forecast Summary 146
16.4 Owners Equity Statement Period Ending Dec. 31, 2015 146
16.5 Balance Sheet Period Ending Dec. 31, 2015 147
16.6 Statement of Cash Flows Period Ending Dec. 31, 2015 148

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17.0 Control Procedures 149
17.1 Cost Control Procedures 149
17.1.1 Ordering Controls 149
17.1.2 Receiving Controls 149
17.1.3 Storage Controls 149
17.1.4 Issuing Controls 149
17.1.5 Production Controls 150
17.1.6 Labor Controls 150
17.1.7 Food Cost Controls 151
17.1.8 Employee Meal Controls 151
17.2 Complimentary Items Controls 152
17.3 Financial Controls 154
17.4 Inventory Control and Storeroom Management 155
18.0 Organizational Chart 157
18.1Key Positions 157
18.2Job Descriptions 159
18.2.1 Restaurant Manager 159
18.2.2 Dining Room Manager 160
18.2.3 Maître d’hôtel 161
18.2.4 Head Server (Chef de Rang) 162
18.2.5 Server 163
18.2.6 Busser 164
18.2.7 Beverage Manager 165
18.2.8 Head Bartender 166
18.2.9 Bartender/Pool Bartender 167
18.2.10 Director of Sales and Conference Services 168
18.2.11 Director of Housekeeping 169
18.2.12 Executive Housekeeper 170
18.2.13 Guest Room Attendant 172
18.2.14 Housekeeping Aide/Laundry 173
18.3 Labor Needs-Sample One Week Schedule. F&B 174
18.4 Labor Needs-Sample Staffing Guide, F&B 175
18.5 Housekeeping Guest Room Attendant Daily Report 176
18.6 Housekeeping Supervisor Daily Report/Schedule 177

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19.0 Employee Handbook 178
19.1Management Philosophy 179
19.2Code of Ethics 180
20.0 Managers Legal Handbook 182
20.1 Selecting an Attorney 183
20.1.1 Hospitality Lawyers Practicing in Costa Rica 184
20.1.2 Hospitality Lawyers Practicing in Texas 185
20.2 Form of Organization for Hotel and Restaurant Business 187
20.3 Overview of Special Considerations for Business and Real Estate
Ownership in Costa Rica 188
20.3.1 Legal System 188
20.3.2 Contracts 188
20.3.3 Real Estate Registry 188
20.3.4 Notaries 189
20.3.5 Beachfront/Shoreline Property 189
20.3.6 Typical Documentation Required for Real Estate/Business
Transactions 189
20.4 Liquor Licensing 190
20.5 Immigration 190
20.5.1 Pensionado Program 190
20.5.2 Rentisita Program 190
20.5.3 Inversionista Program 191
20.5.4 Immediate Relative Residency 191
20.6 Employment Forms Database 192
20.6.1 Pre-Employment 192
20.6.2 Hiring 192
20.6.3 First 90-Days (probationary Period) 193
20.6.4 Annually 193
20.6.5 On-going/As Required 193
20.7 Application for Employment Form 194
20.8 Job Description Form 198
20.9 Employee Self Evaluation Form 200
20.10 Performance Report Form 201
20.11 Personnel Change Notice Form (PCN) 203
20.12 Record of Disciplinary Action Form 205
20.13 Policy for Safekeeping of Guests Valuables 207

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20.13.1 Guest Notification 207
20.13.2 Hours of Operation-Instructions 207
20.13.3 Notice of Limited Liability 208
20.14 Procedure for Evicting a Guest 209
20.15 Crisis Management Plan 211
20.15.1 Front Desk 211
20.15.2 All Employees 213
20.16 Group Contract Negotiations and Guidelines 214
21.0 Customer Service Overview 216
21.1 Customer Service Guide & Code of Conduct 217
21.2 A Brief History of Etiquette, Courtesy, and Manners 218
21.3 Our Philosophy of Hospitality Etiquette 219
21.4 Networking and Interoffice Communication 221
21.4.1 External Networking 223
21.5 Dress Code 223
21.5.1 Front of House 225
21.5.2 Front of House/Back of House 227
21.5.3 Cleaning and Pressing Standards 228
21.5.4 Clothing/Attire Not Permitted 229
21.6 Dining Room Etiquette 230
21.6.1 General Guidelines for Greeting Guests 232
21.6.2 Proper Etiquette for the Business Professional:
Checklist While Dining Out 235
21.7 Consumption of Alcohol 236
21.7.1 General Guidelines While Working Events 236
21.7.2 General Guidelines While Attending Events 238
21.7.3 Gift Giving and Receiving 239
21.7.4 Guidelines for Gift Giving to Customers 239
21.7.5 Guidelines for Gift Receiving from Customers 239
21.8 International Service and Table Etiquette Reference
Table 241

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22.0 Training Overview 249
22.1 Training Manual 250
22.2 Greeting the Guest Training 252
22.3 Role Playing Scenario: Greeting Guest at Car 255
22.4 Role Playing Scenario: Luggage Assistance 258
22.5 Role Playing Scenario: Parking Assistance 259
22.6 Role Playing Scenario: Escorting Guest to Front Desk 260
22.7 POS and PMS System Training 262
22.8 Problems and Solutions Training 263
22.9 Behavioral Objectives Chart 266
22.10 Training Performance Appraisal 267
22.11 Channel of Communication 268
23.0 Facility Design Overview 269
23.1 Food and Beverage Facility 269
23.2 Oscar’s Casa Arbol Restaurant 269
23.3 Pool Bar 269
23.4Room Service 270
23.5Banquets and Special Events 270
23.6 Restaurant Space Analysis 270
23.6.1 Receiving Area 270
23.6.2 Trash Dumpster/Recycling Bins 271
23.6.3 Storage 271
23.6.4 Office 272
23.6.5 Pre-Preparation (Cold) 272
23.6.6 Final Preparation (Hot) 272
23.6.7 Server/Pick-Up 273
23.6.8 Dining Room (Ground Level) 273
23.6.9 Dining Room (Elevated) 273
23.6.10 Bar 273
23.6.11 Wine Storage 274
23.6.12 Ware washing 274
23.6.13 Rest Rooms 274
23.6.14 Locker Rooms/Rest Rooms (Employees) 275
23.6.15 Customer Entry/Foyer 275
23.6.16 Parking Lot 275
23.6.17 Mechanical Closet 276

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23.6.18 Special Design Features/Future Embellishment 276
23.7 Oscar’s Casa Arbol Restaurant Floor Plan 277
23.7.1 Floor Plan Key 278
23.8 Equipment Needs 279
23.8.1 Kitchen 279
23.8.2 Technology 281
23.8.3 Utility Sources 281
23.8.4 Finishes 282
24.0 Specialization of Business Plan: Conference Services 286
24.1 Overview of Meeting Elements Offered 286
24.2 Overview of Food and Beverage Services Offered 287
24.3 Meeting Planners Timeline 287
24.4 Sample Event Schedule for Awards Dinner 291
25.0 Specialization of Business Plan: Catering Services 292
25.2 Preferred Menu 293
25.3 Preferred Event Location: Playa Blanca 294
25.4 Sample Layout of Special Event on Playa Blanca 295
25.5 Décor Elements 296
25.6 Catering Equipment 296
25.7 Staffing Plan 300
26.0 Appendix 1: Personal Artifacts 302
26.1 Resume 302
26.2 Letter of Recommendation: Dwight Carmichael 303
26.3 Letter of Recommendation: Steven Elsea 304
26.4 Letter of Recommendation: Kevin Jost 305
27.0 Appendix 2: Internship Portfolio 306
27.1 Reflective Statement 309
27.2 Application 312
27.3 Acceptance Letter 314
27.4 Proposed Activities and Learning Objectives 316
27.5 Description of Hotel 317
27.6 Key Staff of Hotel 318

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27.7 My Position, Responsibilities, and Expectations 319
27.8 Week One Journal and Visual Documentation 320
27.9 Week Two Journal and Visual Documentation 323
27.10 Week Three Journal and Visual Documentation 326
27.11 Week Four Journal and Visual Documentation 329
27.12 Week Five Journal and Visual Documentation 334
27.13 Week Six Journal and Visual Documentation 337
27.14 Week Seven Journal and Visual Documentation 344
27.15 Week Eight Journal and Visual Documentation 346
27.16 Week Nine Journal and Visual Documentation 348
27.17 Week Ten Journal and Visual Documentation 350
27.18 Weekly Time Sheet Week One 352
27.19 Weekly Time Sheet Week Two 353
27.20 Weekly Time Sheet Week Three 354
27.21 Weekly Time Sheet Week Four 355
27.22 Weekly Time Sheet Week Five 356
27.23 Weekly Time Sheet Week Six 357
27.24 Weekly Time Sheet Week Seven 358
27.25 Weekly Time Sheet Week Eight 359
27.26 Weekly Time Sheet Week Nine 360
27.27 Weekly Time Sheet Week Ten 361
27.28 Weekly Time Sheet Week Eleven 362
27.29 Cumulative Time Log 363
27.30 Internship Employer Evaluation 364
28.0 Appendix 3: Miscellaneous Documents & Forms 365
28.1 BEO Form 365
28.2 Kitchen Steward Training Checklist & Training Evaluation 366
28.3 Cook Training Checklist & Training Evaluation 368
28.4 Club Attendant / Food & Beverage Server Training Checklist &
Training Evaluation 370
28.5 Hotel Daily Statistics / Bulletin 372
28.6 Guest Room Attendant Evaluation Form 373
28.7 Housekeeping Assignment Short Report Form 374
28.8 Guest Room Attendant Communication Form 375
28.9 Front Desk Checklist AM Shift 376

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28.10 Front Desk Checklist PM Shift 377
28.11 Night Audit Tasks 378
28.12 Night Audit Pack Contents Order IDPMS 379
29.0 Appendix 4: Business Card 380
30.0 Appendix 5: Works Cited 381

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1.0(Executive(Summary(
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1.1(Mission(Statement(
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Pure!Sophistication.!Pure!Bliss.!Pure!Fun.!Pure!Luxury(
Pura!Vida!!
! ! This!and!more!awaits!you!at!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco,!Central!
America’s!most!unique!all=inclusive,!adults=only!resort.!By!offering!levels!of!luxury,!
amenities,!and!personalized!services!within!an!exotic!enclave!of!natural!beauty,!rich!with!
cultural!traditions,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!brings!the!premium!all=
inclusive!concept!to!the!boutique!hotel!experience.!Our!discriminating!guests!arrive!with!
high=expectations!and!depart!with!memories!that!will!last!a!lifetime.!!
This!is!the!essence!of!Costa!Rican!life.!!
It!is!called!“Pura!Vida”!or!“Pure!Life”!
! In!a!land!like!no!other,!there!exists!a!hotel!like!no!other.!Escape!to!Pura!Vida!Resort!
Costa!Rica!@!Playa!del!Coco!today!and!change!your!perception!of!relaxation.!Change!your!
life.!!
Experience!Pura!Vida!!
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1.2(Personal(Experience!
! With!over!30!years!of!mid=management!and!executive!level!leadership!
experience,!David!Hubbard!has!traveled!throughout!North!and!Central!America!as!well!as!
destinations!in!Europe!and!the!Caribbean.!!Combining!his!project!management!of!large!and!
culturally!diverse!teams!with!his!experience!in!business!accounting!and!knowledge!of!
Generally!Accepted!Accounting!Principles!with!his!BA!in!Hotel!and!Restaurant!
Management,!Mr.!Hubbard!brings!a!unique!skillset,!enthusiasm,!and!energy!to!Pura!Vida!
Resort!Costa!Rica!@!Playas!del!Coco.!As!a!property!owner!in!Costa!Rica!since!2007,!Mr.!
Hubbard!has!dreamed!of!one=day!opening!his!own!hotel!in!his!beloved!adopted!country.!!
! Having!spent!many!years!and!long=hours!researching!the!Costa!Rican!market,!
logging!tens!of!thousands!of!kilometers!driving!from!Coast=to=Coast,!and!identifying!the!
changing!demographics!and!customer!expectations,!his!exhaustive!efforts!and!that!of!his!
Costa!Rican!business!partner!and!accomplished!Chef,!Oscar!Orellana!Hubbard,!have!
resulted!in!the!development!of!most!unique!all=inclusive!boutique!concept,!Pura!Vida!
Resort!Costa!Rica!@!Playa!del!Coco,!the!first!in!a!family!of!similar!styled!high=end!
properties.!
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1.3(The(Guests(
! The!target!demographic!for!guests!of!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!
are!predominantly!US!citizens!that!are!vacationing!in!Costa!Rica!for!the!first!time.!Our!
guests!are!singles,!couples,!and!small!groups!traveling!without!children!and!between!35=65!
years!old.!Group!business!includes!corporate!groups!seeking!a!unique!and!secure!
destination!for!an!executive!retreat!or!incentive.!In!data!supported!by!the!Costa!Rica!
National!Institute!for!Tourism!(ICT),!54%!of!tourists!visiting!Costa!Rica!are!from!the!US!
with!59%!visiting!for!the!first!time!(“Tourism”).!!Other!data!from!the!ICT!suggest!that!the!
“average!tourist!is!highly!educated!with!at!least!a!university!degree!or!post!graduate!
degree!(82%)!with!70%!visiting!for!the!purpose!of!vacation,!break,!or!pleasure.!A!separate!
report!issued!by!the!ICT!in!2014!reported!that!over!“2.4!million!tourists!visited!Costa!Rica!
in!2013,!and!increase!of!3.6!percent!over!the!prior!year!and!a!record”!(“Tourists”).!
! For!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco,!the!continued!growth!in!tourism!
and!the!demographics!of!the!majority!of!Costa!Rican!travelers!fits!perfectly!within!the!PVR=
CR!All=Inclusive!concept!including!the!active!lifestyle!that!our!model!guests!leads.!
! In!addition,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!attracts!business!and!
incentive!travel!groups!by!offering!small!group!meeting!packages!with!state=of=the=art!
conference!services.!
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1.4(Guest(Expectations(
! Our!guests!desire!to!experience!the!natural!beauty!and!diverse!activities!that!Costa!
Rica!offers!while!being!immersed!in!a!care=free!and!relaxed!atmosphere,!steeped!in!the!
culture!of!the!country!and!with!a!wide=range!of!premium!amenities!at!their!disposal,!guests!
of!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!are!looking!for!“big=resort!amenities”!
without!the!crowds,!kids,!and!impersonal!service!that!is!typically!found!in!mega=all=
inclusive!properties.!!Our!guests!are!as!adventurous!as!they!are!sophisticated!and!expect!to!
be!as!close!to!the!beach,!volcanoes,!hiking,!rafting,!sailing,!and!bird!watching!as!they!are!to!
a!gourmet!meal,!a!premium!cocktail,!a!hammock!with!a!sunset!view,!and!a!spa!treatment!fit!
for!royalty.!!!
! A!survey!of!responses!from!executives!representing!some!of!the!biggest!names!in!
all=inclusive!resorts!including!Sandals!Resorts!International!and!Palace!Resorts!reveals!that!
guests!to!these!properties!hold!some!of!the!same!expectations!as!guests!to!Pura!Vida!
Resort!Costa!Rica!@!Playa!del!Coco.!According!to!Frank!Maduro!with!Palace!Resorts,!guests!
are!seeking!“…entry!accommodations!that!are!just!as!luxurious!as!the!upgraded!levels”,!a!
“carefree!vacation”,!and!!“are!willing!to!spend!a!little!more!quality”!(“Changing”).!!Our!
guests,!like!those!described!by!Gordon!Stewart!of!Sandals!Resorts!International!are!a!
“…pickier!all=inclusive!client”!that!among!other!things!desires!gourmet!dining…luxury!
features…and!exceptional!service”.!
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1.5(Our(Solution:(The(uniqueness(that(is(the(PVRJCR(Concept(
! The!success!of!the!PVR=CR!Concept!is!a!result!of!matching!the!needs!of!our!target!
guests!with!amenities!and!service!that!exceeds!expectations.!Pura!Vida!Resort!Costa!Rica!@!
Playa!del!Coco!is!totally!unique!in!that!it!combines!the!outward!look!and!feel!of!a!
traditional!Costa!Rican!Inn!with!features!and!amenities!that!exceed!those!of!high=end!
international!brands!such!as!Hyatt,!RIU,!Paradisis,!and!Hilton.!!Whether!inside!one!of!
luxuriously!appointed!suites!or!outside!soaking!up!the!Costa!Rican!sun!while!sipping!our!
signature!cocktail!next!to!a!crystal!clear!pool,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!
is!the!only!independently=owned!all=inclusive!resort!in!Central!America,!and!the!number!
one!choice!for!those!seeking!a!balance!between!pure!nature!and!pure!luxury.!Between!pure!
indulgence!and!pure!adrenaline.!It’s!the!“pure!life”.!It’s(Pura(Vida!!
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1.6((The(Future(of(Pura(Vida(Resorts(Costa(Rica(
! With!the!expected!growth!and!success!of!Pura!Vida!Resort!Costa!Rica!@!Playa!del!
Coco,!Pura!Vida!Resorts!Costa!Rica’s!future!plans!include!the!addition!of!two!additional!
properties,!tentatively!named!Pura!Vida!Resort!Costa!Rica!@!Manzanillo!and!Pura!Vida!
Resort!Costa!Rica!@!Drake!Bay.!Projected!opening!of!these!properties!are!within!3=5!years!
of!the!opening!of!the!Playa!del!Coco!property!for!Manzanillo!and!5=7!years!for!Drake!Bay.!
! At!present!and!throughout!the!time!frame!of!our!planned!expansion,!each!of!these!
areas!are!relatively!untapped!and!offer!tremendous!opportunities!for!exporting!the!unique!
PVR=CR!brand!to!areas!rich!in!beauty!and!yet!totally!different!in!terms!of!flora!and!fauna!
and!culture.!All!PVR=CR!properties!will!be!linked!through!our!proprietary!POS!and!
Reservation!System,!feature!similar!menu’s!and!amenities,!and!complete!vacation!planning!

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with!multi=property!incentives!and!packages.!
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2.0(Statement(of(Purpose((
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2.1(Purpose(
! The!purpose!of!this!business!plan!is!to!serve!as!a!financial!proposal!for!a!primary!
lending!institution!seeking!to!invest!in!a!hotel!concept!unlike!any!other!in!Central!America.!
As!the!only!all=inclusive!hotel!in!Costa!Rica!under!100!rooms!and!the!only!adult’s!only!hotel!
in!the!country,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!not!only!fills!a!special!niche!
high!in!demand,!it!is!the!niche.!!
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2.2(Corporate(Structure(and(Leadership(
Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!a!wholly=owned!subsidiary!of!Pura!
Vida!Resorts!International,!LLC,!a!Limited!Liability!Corporation!headquartered!in!Playas!
del!Coco,!Guanacaste,!Costa!Rica!and!owned!by!David!Hubbard,!Chief!Financial!Officer!and!
Oscar!Orellana!Hubbard,!President.!!
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2.3(Products(and(Services(
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!‘s!operates!as!a!65=room!adults=only,!
all=inclusive!hotel!with!a!wide=range!of!upscale!amenities!and!on=property!services!and!
facilities.!In!addition!to!lodging,!the!resort!operates!a!125=seat!restaurant!and!a!full=service!
spa/fitness!center!with!the!spa!and!fitness!center!accessible!to!the!public!through!exclusive!
memberships!or!day=passes.!Rooms!are!appointed!with!upscale!bedding!and!linens,!
designer=brand!toiletries,!indoor!and!outdoor!showers,!premium!all=inclusive!bar,!and!
spacious!balconies!or!lanais.!For!the!business!traveler!and!small!group!incentive!segment,!
Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!offer!a!conference!facility!suitable!for!

!
!
8!
meetings!of!up!to!200!persons!with!state=of=the=art!audiovisual!technology.!
!
2.4(Why(Pura(Vida(Resorts(Costa(Rica?(
! Being!a!one=of=a=kind!resort!in!a!country!where!tourism!now!outpaces!coffee=
production!and!where!inbound!travelers!during!the!high=season!is!close!to!that!of!the!
entire!population!of!the!Province!of!Guanacaste,!the!home!of!Pura!Vida!Resorts!Costa!Rica!
flagship!resort,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!without!question!the!PVR=
CR’s!strongest!reason!for!success.!!
! But!this!formula!was!not!created!overnight!by!newcomers!in!the!marketplace.!
Rather,!two!professionals!with!over!sixty=years!of!combined!hospitality!experience,!
including!a!Master!Chef!born!in!Costa!Rica!and!a!Costa!Rican!landowner!and!expat!from!the!
US,!who’s!sole!purpose!is!to!deliver!outstanding!quality!and!service!while!having!as!much!
fun!as!their!valued!guests.!Pura!Vida!Resorts!Costa!Rica!has!a!winning!formula!based!on!
best!practices!experienced!by!it’s!owners!and!gleaned!through!extensive!research!and!
testing,!It!is!a!concept!unlike!any!other!in!a!destination!unlike!any!other,!designed!for!
guests!seeking!an!experience!unlike!any!other.!!
! !
!
!

!
!
9!
3.0(Description(of(Business(and(Products(Sold((
(
3.1(Business(Goals(and(Objectives(
! The!goals!and!objectives!for!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!for!the!
first!five!years!of!operation!are!to!firmly!establish!the!Pura!Vida!Resorts!Brand!and!obtain!a!
level!of!profitability!that!will!provide!the!impetus!to!expand!to!two!additional!properties!in!
years!eight!through!twelve.!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!seeks!to:!
Establish!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!as!the!first!all=
inclusive,!adult’s!only!boutique!hotel!in!Costa!Rica.!
Establish!a!local!customer!base!for!our!on=site!restaurant,!spa/fitness!center,!
conference!facility,!and!special!events.!
Consistently!deliver!beyond!our!guests’!expectations!through!execution!of!
high!customer!service!and!quality!control!standards.!
Maintain!customer!service!scores!of!90%+!
Develop!a!state=of=the=art!reservation!web!site!with!multi=media!elements!
including!live!video!streaming!of!cameras!positioned!on=property.!
Adhere!to!aggressive!revenue!management!that!maximizes!ADR!and!
revenues!during!the!high!season!to!more!than!offset!the!traditional!low!
season.!
Actively!market!small!business!and!incentive!travel!for!off=peak!season!to!
maximize!occupancy!levels!during!traditional!low!season.!
Annually!increase!revenues!and!occupancy!levels!
Develop!attractive!packages!combining!tours,!spa!treatments,!and!other!
attractive!services!to!drive!bookings.!

!
!
10!
Operate!as!an!“Eco=Chic”!property!that!provides!modern!luxuries!within!a!
sustainable!concept!that!limits!the!demand!for!natural!resources.!
Provide!support!to!the!local!community!through!charitable!giving!and!in=
kind!contributions.!
Actively!participate!in!industry!and!community!organizations!
3.2(History(of(the(Business(
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!open!in!2016!on!a!site!that!now!
houses!the!Hotel!Villa!Flores!in!Playas!del!Coco,!Costa!Rica.!The!current!property!consists!
of!28!single!rooms,!a!restaurant!space!with!seating!for!60,!a!lobby!area,!a!swimming!pool,!
and!1!acre!of!landscaped!or!open!ground.!The!remodeling!of!the!existing!hotel!will!include!
complete!renovation!of!the!existing!rooms!(with!some!rooms!converted!to!suites),!the!
addition!of!45!new!suites,!addition!of!a!spa/fitness!facility,!addition!of!a!2500!sq.!ft.!
meeting!facility,!and!upgrading!of!the!existing!lobby!and!pool!areas.!!!
(
3.3(Key(Company(Principals(
! The!key!company!principals!of!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!are:!
Outstanding(Customer(Service(
Exceptional(Cuisine(
Adherence(to(a(conservative(financial(philosophy(in(keeping(with(
Generally(Accepted(Accounting(Principals.(
(
(
(

!
!
11!
3.4(Products(Sold(
! The!primary!products!sold!by!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!are!
hotel!rooms!and!food!and!beverage.!As!an!all=inclusive!property!food!and!beverage!for!
guests!will!be!included!in!the!room=rate.!Additional!products!sold!include:!
Select(Reserve(Wines(and(Liquors(
Food(and(Beverage(for(Special(Events,(Meetings,(and(Banquets(
Gym(Memberships(for(nonJhotel(guests((
Meeting(Space(Rental(
Promotional(Products(
(
3.5(Guest(Rooms(Description(
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!feature!three!room!types:!King!
Suite! with! Living! Area,! Single! King,! and! a! Double=Double.! Rooms! will! feature! luxurious!
bedding,! linens,! walk=in! showers,! spa=quality! toiletries,! ample! storage,! desk/work! area,!
living!area!(suites!only),!in=room!coffee!maker,!safe,!and!a!private!balcony!or!lanai.!
!
3.6(Recreational(Areas(Descriptions(
! ! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!offers!a!number!of!on=site!recreational!
areas!including:!
Pool(with(SwimJUp(Bar(and(Hot(Tub(
Sand(Volleyball(
Croquet(
Fitness(Area(with(FreeJWeights,(PreCor(Weight(and(Cardio(Machines(

!
!
12!
3.7(Restaurant(Description(
! Pura! Vida! Resort! Costa! Rica! @! Playa! del! Coco! operates! a! full=service! restaurant,!
“Oscar’s( Casa( Arbol( Restaurant”!featuring!traditional!Costa!Rican,!Latin!American,!and!
American!Favorites!as!well!as!Chef!Oscar’s!own!Costa!Rican!Fusion!delicacies.!An!emphasis!
on!fresh!fish!and!locally!grown!produce!enhances!the!flavor!of!each!menu!item.!The!menu!
includes! an! impeccable! wine! list,! traditional! cocktails,! and! our! Signature! Cocktail,! the!
Flaming!Banana!Colada.!
(
(
(
(
(
(

!
!
13!
3.8(Menu(
Cover(
Menu(
STARTERS
Yaquitas Rellenas
Lightly breaded and fried mashed Yucca and
Cheese balls
Empanada Trio
Empanadas de pino, Empanadas de Pollo,
empanadas de jamon y queso
Arepas
Venezuelan Cheese and Bacon Corncakes
Pacific Prawn Cocktail
Fresh Pacific Coast prawns, chilled and
served with pineapple cilantro salsa
Tilapia Ceviche
Ecuadorean Quinoa & Vegetable
Soup
del Coco Cheese Soup
An exotic blend of specialty costa rica
cheeses and secret spices
Causa Rellena con Pollo
Incan Yellow Potato and Chicken Salad
Macadamia Nut Salad
Lima Bean Salad
LATIN AMERICAN
Specialties
Andean Feast
Pachamanca En Olla
Clay Pit Roasted Lamb,
Chicekn, Beef, and Vegetables
Serves 8
Caruso s Catch
Fresh fish from our coast,
grilled to perfection over
caruso s open fire pit
Red Snapper (Peru)
Swordfish (Brasil)
Sea bass (Ecuador)
Tilapia (Peru)
served with Chinese
Peruvian Fried Rice, rice,
grilled vegetables, and Pan de
Papa
Tacu Tacu
Peruvian Sabana Steak
Served With Fried Egg, Rice &
Bean Pancake, Fried Plantain
Anticuchos de Pollo
Grilled chicken Skewers
Served with Chinces Peruvian
Fried Rice, Grilled Corn Cob,
and Pan de Papa
American
Favorites
Medallions of Beef
Dry aged seasoned filet
mignon medallions grilled
over Caruso s open fire pit
American Buffalo Chops
Imported from the north
american plains, lightly
seasoned with local spices
and grilled to perfection
American Favorites served
with Roasted Purple
Potatoes, Vegetable medley,
and Pan de Papa
COSTA RICAN
Specialties
Wood Speared Mahi Mahi
Mahi filets lightly seasoned,
sauted in terriaki & honey &
garnished with fresh costa
pineapple
Caribbean Prawn
Skewers
Jumbo prawns from the
other coast skewed and
served three ways: Cocunut
crusted, Lemon Sauted, Wood
Grilled
DESSERTS
Picarones
Pumpkin and Sweet Potato
Doughnits in Syrup
Helado de Lucuma
South American Fruit Ice Cream- An
Andean Treat!
Café con Leche
Flan
Arroz con Leche
WINE TASTING
MENU
Pacific Prawn Cocktail with Pineapple Cilantro
Salsa
&
Puerto Viejo Sauvignon Blanc 2010, Chile
Succulent jumbo prawns dabbled with our sweet
pineapple cilantro salsa recall cool ocean breezes
with a Latin American twist making this Chilean wine
with its intense nose of gooseberry and fresh apple
a refreshing pair.
Assorted Spanish Cheeses
&
Protocolo Blanco 2004, Spain
From Spain we are proud to bring together a truly
delectable assortment of Arzua-Ulloa, San Simon,
and Mahon Cheeses in combination with the crisp ,
elegant, and tasty fruit profile wine that can only
come from this unique blend of Spanish Airen and
Macabeo grapes.
Grilled Ahi Tuna Bite
&
Freemark Abbey Merlot 2009, Napa
The intense grilled flavor of Caruso s Open Fire
Grilling is concentrated in these bite-size morsels
of sweet Ahi Tuna forming a perfect bridge to the
spice sweet oak , black cherry, and dark plum notes
of the deeply smooth red.
Steak and Chorizo Empanadas
&
Finca La Linda Malbec 2009, Argentina
These Latin American treats filled with a spicy blend
of Spanish Chorizo and Juicy Skirt Steak are
enhanced by the unique aromas of morello cherries
and a hint of oak as this 100% Malbec Varietal
comes to life.
Tres Leches Cake
&
Simonsig Kaapse Vonkel Brut Rose 2007, South
Africa
A marriage made in dessert heaven!
Traditional Latin American Tres Leches Cake is
topped with fresh blueberries creating the perfect
bridge to this crisp, light fruit intensity derived
from the blending of two classics red varietals.
BEVERAGES
Chicah Morada
Purple Fruit Drink
Bottled Water
Iced Tea
Fruit Smoothie
COCKTAILS BEER
Pina Colada 3,500c
Strawberry Daiquiri 3,500c
Mango Daiquiri 3,500c
Banana Daiquiri 3,500c
Pineapple Daiquiri 3,500c
Top Shelf Margarita 6,000c
LavaRita 6,000c
Jalepeno Infused Tequila & Lime
Pineapple/Mango Margarita 6,000c
Mango & Pineapple Infused Tequila
Margarita (Traditional Lime) 3,500c
Blue Hawaiian 3,500c
Cubra Libra 3,500c
Mojito 3,500c
Flaming Banana Colada
Signature Cocktail
8,000c
Imperial 2,000c
Imperial Light 2,000c
Pilsoner 2,000c
Sol 2,000c
Heineken 2,500c
OSCAR S CASA ARBOL RESTAURANT

!
!
14!
3.9(Wine(Menu(
Cover((
((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((Wine(Menu
RED
BONARDA
Finca La Linda Bonarda
Argentina 2008
CABERNET
SAUVIGNON
Freemark Abbey Cabernet Sauvignon
Napa Valley 2008
Stags Leap Cabernet Sauvignon
Napa Valley 2008
Puerto Viejo Toro de Piedra Carmenere
Cabernet Sauvignon
Chile 2009
Penfolds Thomas Hyland Cabernet
Sauvignon
Australia 2007
Kanonkop Cabernet Sauvignon
South Africa 2008
CABERNET FRANC
Chateau St Jean Cabernet Franc Estate
Sonoma Valley 2007
Wolffer Estate Cab Franc
Long Island, New York 2008
CARMENERE
Puerto Viejo Casa Santiago Carmenere
Chile 2010
DORNFELDER
Siegrist Dornfelder-Dry
Germany 2008
MALBEC
Luigi Bosca Gala 4 Cabernet Franc-Malbec
Argentina 2009
Finca La Linda Malbec
Argentina 2009
MERLOT
Freemark Abbey Merlot
Napa Valley 2009
Laboure-Roi 2010 Merlot
France 2010
Puerto Viejo Casa Santiago Merlot
Chile 2010
CAYUGA WHITE
Swedish Hills Cayuga White
Finger Lakes, New York 2010
CHARDONNAY
Freemark Abbey Chardonnay
Napa Valley 2010
Chateau St Jean Reserve Chardonnay
napa Valley 2008
Wolffer Estate Perle Chardonnay
Willamette Valley Chardonnay
Oregon 2008
Labroure-Roi Chassagne Montrachet Blanc
France 2007
Bodegas Castano Chardonnay
Spain 2009
Botalcura Grand Reserva Chardonnay
Chile 2005
Botalcura Reserve Chardonnay Viognier
Chile 2006
Finca La Linda Corte Reservado Chardonnay
Viognier, Argentina 2009
Seppelt Drumborg Vineyard Chardonnay
Australia 2007
Irurtia Chardonnay Viognier
Uruguay 2009
GEWURZTRAMINER
Luigi Bosca Gewurztraminer-Selecion de
Granos Nobles, Argentina 2010
GRENACHE BLANC
Porcupine Ridge Viognier Grenache Blanc
South Africa 2010
MELODY
Goose Watch Melody
Stags Leap Rose Amparo Napa Valley
Napa Valley 2010
Wolffer Estate Grandiose Rose
Lake Crest Lemberger Rose
Washington 2009
Willamette Valley Dry Rose
Oregon 2010
Cave de Rasteau Cotes Du Rhone Rose
France 2007
Falesco Vitiano Rosato
Italy 2005
Blees Ferber Ice Wine
Germany 2007
Bodegas Castano Dominio Espinal
Rosado
Spain 2009
Quinta de Cabriz Dao Colheita
Seleccionada
Portugal 2008
Puerto Viejo Rose
Chile 2010
Penfolds Great Grandfather Port NV
Australia
Finca La Linda Rose Malbec
Argentina 2011
Simonsig Vin de Liza Sauvignon Blanc-
Semillon, South Africa 2009
Irurtia Grappa Gewurztraminer
Uruguay 2009
Chandon Brut Classic
California
Swedish Hill Bland de Blanc
Finger Lakes, New York
Domaine Ste. Michelle Luxe
Columbia Valley, Washington 2005
Tualatin Frizzante Semi Sparkling Muscat
Oregon 2010
Champagne Louis Roederer Cristal
France 2004
Bellavista Franciacorta Cuvee Brut
Sparkling
Italy 2001
Von Buhl Riesling Sekt Brut
Germany 2009
Codorniu Pinot Noir Cava
Spain 2010
Quinta da Lixa Espumante Bruto
Isla Negra Brut Chilean Sparkling Wine
Chile
Seppelt Salinger Chardonnay Pinot Noir
Australia 2002
Luigi Bosca Brut Nature
Argentina
Simonsig Kaapse Vonkel Brut Rose
South Africa 2009
Irurtia Champagne Brut
Uruguay
NEBBIOLO
Botalcura Nebbiolo
Chile 2005
PIGNOLO
Jermann De Silvio Pigna Colusse
Italy 2005
PINOTAGE
Kanonkop Pinotage
South Africa 2009
PINOT NOIR
Chateau St Jean Pinot Noir
Sonoma Valley 2009
Willamette Valley Pinot Noir
Oregon 2008
Labroure-Roi Chassagne Montrachet
France 2009
Louis Jadot Close de Vougeot Grand Cru
France 2004
Dr. Hinkel Pinot Noir-Semi Dry
Germany 2008
Hans Lang Spatburgunder Pinot Noir Dry
Germany 2008
PORT
Fonseca Vintage Port
Portugal 2003
RED FOX
Goose Watch Red Fox
SYRAH/SHIRAZ
Lake Crest Syrah
Washington 2008
Puerto Viejo Syrah
Chile 2009
Penfolds Bin 2 Shiraz Mourvedre
Australia 2007
Penfolds 2006 Grange Shiraz
Australia 2006
TANNAT
Irurtia Tannat
Uruguay 2009
TEMPRANILLO
Dominio De Eguren Sierra Cantabria
Coleccion Privada , Spain 2005
Cave de Rasteau Cotes Du Rhone Reserve
(Grenache/Cinsault/Carignan)
France 2007
Chateau Cantelys Rouge Pessac-Leognan
France 2008 (Cabernet/Merlot)
Cave de Rasteau Cotes Du Rhone Villages
Rouge (Grenache Noir/Syrah/Mourvedre)
France 2007
Barone Ricasoli Chianti Classico
(Sangiovese, Cabernet Sauvignon, Merlot)
Italy 2006
Bodegas Castano Dominio Espinal Tinto
Monastrell/Syrah
Spain 2008
Swedish Hill 2007 Optimus
ICE WINE
Lake Crest Ice Wine
Washington 2009
RED RED
SAUVIGNON BLANC
Freemark Abbey Sauvignon Blanc
Napa Valley 2009
Lake Crest Sauvignon Blanc
Washington 2006
Chateau Olivier Blanc
France 2008
Puerto Viejo Sauvignon Blanc
Chile 2010
SEMILLON
Boekenhoutskloof Semillon
South Africa 2009
PINOT BLANC
Vin d Alsace Grand Cru Hengst
France 2008
Cave de Turckheim Pinot Blanc
(Pinot Blanc/Auxerrois)
France 2008
Cave de Turckheim Edelzwicker
(Pinot Blanc/Sylvaner)
France 2008
PINOT GRIS/GRIGIO
halk Hill North Slope Pinot Gris
Healdsburg, California 2008
Vin d Alsace Grand Cru Hengst Pinot Gris
France 2008
Seppelt Drumborg Vineyard Pinot Gris
Australia 2008
Jermann De Silvio Pinot Grigio
Italy 2008
RIESLING
Freemark Abbey Edelwein Gold-
Late Harvest Riesling
Napa Valley 2009
Jermann Di Silvio Afix Riesling
Italy 2008
Von Buhl Forester Jesuitengarten Riesling
Spatlese, Germany 2010
Pfeffingen Dry Riesling, Pfalz
Germany 2009
Leyda Valley Neblina Riesling
Chile 2009
RIESLING
Penfolds Eden Valley Bin 51 Riesling
Australia 2008
TORRONTES
Finca La Linda Torrontes
Argentina 2011
TRAMINER
AROMATICO
Jermann De Silvio Traminer Aromatico
Italy 2008
TROCKEN
Pfeffingen Scheurebe Trocken
Germany 2010
UNIQUE VARIETALS
& BLENDS
Puerto Viejo Sauvignon Blanc Semillon
Chile 2010
Chateau Cantelys Blanc Pessac-Leognan
(Sauvignon Blanc/Semillon)
France 2008
Jermann De Silvio Blau & Blau
(Franconia/Pinot Nero)
Italy 2006
Dominio De Eguren Protocolo White
(Airen, Macabeo)
Spain 2004
Monsenhor Branco White Blanco Weib
(Loureiro/Trajadura)
Portugal 2010
Lake Crest Harvest Jubilee
(PINOT BLANC, SAUVIGNON BLANC,
SEMILLON)
Washington 2010
UNIQUE
VARIETALS &
BLENDS
WHITE WHITE WHITE
OSCAR S CASA ARBOL RESTAURANT
100 LIFESTYLE WAY
PLAYAS DEL COCO, GUANACASTE
COSTA RICA
214.907.5825
SPARKLING ROSE &
DESSERT

!
!
15!
3.10(Signature(Cocktail(
! The!signature!cocktail!for!my!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!be!
the!Flaming!Banana!Colada.!The!Flaming!Banana!Colada!will!be!a!rum=based!blended!drink!
using!fresh!Costa!Rican!pineapple!juice,!coconut,!and!banana.!By!combining!the!freshest!
locally!grown!ingredients!with!a!unique!presentation,!this!signature!cocktail!will!meet!the!
needs!of!my!guests!who!expect!something!tropical!and!memorable.!!There!are!many!twists!
and!variations!of!the!Pina!Colada,!but!I!wanted!to!create!something!that!also!paid!respect!to!
Costa!Rica’s!volcanic!landscape.!!
! The!Flaming!Banana!Colada!will!be!prepared!essentially!the!same!way!as!a!
traditional!Pina!Colada,!but!will!use!Banana!Liqueur!in!place!of!Cream!of!Coconut.!Once!
blended!and!poured!into!a!hurricane!glass,!a!½!banana!will!be!inserted!as!garnish!and!the!
glass!is!then!topped!off!with!fresh!shredded!coconut.!Bacardi!151!is!poured!down!the!
banana!and!over!the!coconut!and!set!on!fire.!
! This!cocktail!has!been!concocted!by!combining!recipes!for!a!Toasted!Coconut!
Colada,!a!Banana!Colada,!and!from!researching!various!flaming!drinks.!!
(

!
!
16!
(
3.11(Keys(to(Success(
! Pura!Vida!Resort!Costa!Rica!@!Playas!del!Coco!will!be!competitive!due!to!its!unique!
positioning!as!the(only(allJinclusive(adult’s(only(boutique(hotel(in(Costa(Rica.!Other!
hotels!within!the!vicinity!of!Playas!del!Coco!lack!the!amenities!of!the!hotel!and!the!allure!of!
the!all=inclusive!model!with!the!majority!being!smaller!bare=bones!“cabinas”!style!hotels.!
The!closest!hotels!with!similar!amenities!and!guest!room!appointments!are!significantly!
larger!resort!properties!and!are!a!minimum!of!a!one=hour!drive!from!Playas!del!Coco.!!
! ! Pura!Vida!Resort!Costa!Rica!@!Playas!del!Coco!also!features!the!only!
dedicated!meeting!facility!in!the!region!making!it!an!attractive!feature!for!inbound!business!
and!incentive!travellers!as!well!as!a!special!events!venue!for!local!events,!weddings,!and!
meetings.!
!
!
Adults(Only(
(
AllJInclusive(
(
HighJEnd(Furnishings(
(
StateJofJtheJArt(Fitness(Center(
(
FullJService(Spa(
(
Fully(Furnished(Meeting(Facilities(
(
Award(Winning(Chef(
(
Crystal(Clear(Pool(with(SwimJUp(Bar(
Luxury(Linens(
(
FlatJScreen(LED(TV’s((
(
Complimentary(WiJFi(
(
Airport(Transfer(Shuttle(
(
Live(Entertainment(
(
Private(Balcony’s(and(Lanai’s(
(
Lush(Landscaped(Grounds(
(
Tour(Desk(
(
Special(Event(and(Wedding(Planning(
(

!
!
17!
4.0(Description(of(Service(and(Operational(Plans(
4.1.(Services(Offered(
! The!primary!services!provided!by!Pura!Vida!Resort!Costa!Rica!@!Playas!del!Coco!
include:!
Restaurant(Service(provided(by(Oscar’s!Casa!Arbol!Restaurant((
Room(Service(
Event(Banquet(Service(
Bar(Service((Pool(Side)((
Spa(and(Fitness(Service(
Tour(Service(
Special(Event(Planning(Service(
( Food(&(Beverage!services!offered!by!the!hotel!are!most!significant!as!these!services!
encompass!a!wide=range!of!service!options!provided!through!four!primary!outlets:!a!full!
service!restaurant,!room!service,!function!space,!and!poolside.!!All!food!and!beverage!is!
prepared!from!a!centralized!kitchen!facility.!!
! Spa(and(Fitness(Services!will!be!subcontracted!to!local!masseuses!that!specialize!
in!a!range!of!popular!treatments!and!techniques!and!that!may!be!scheduled!within!a!½!
day’s!notice.!The!Fitness(Center!will!be!unattended!with!the!option!available!for!one=on=
one!training!through!a!pre=arranged!appointment!with!a!subcontracted!and!preferred!
trainer.!The!hotel!may!offer!various!complimentary!classes!such!as!Yoga!and!Spinning!
during!high=occupancy!periods.(
! Tours!are!offered!through!a!partnership!with!our!principal!local!tour!company,!Tico!
Tours!based!in!nearby!Hermosa!Beach.!Information!and!reservations!are!booked!through!

!
!
18!
the!front!desk!with!free=pick!up!at!the!hotel.!
4.2.(Services(Style(
! “Oscar’s(Casa(Arbol(Restaurant”!presents!an!upscale!but!decidedly!casual!
atmosphere!with!an!emphasis!on!presentation!and!environment.!Oscar’s!uses!American!
Service!providing!Chef!Oscar!the!flexibility!to!develop!creative(plating(designs!while!
maintaining!a!level!of!quality!control!that!would!not!be!possible!with!other!forms!of!
service.!Quality!control!is!especially!critical!considering!the!unique!layout!of!the!dining!
area.!!
! By!design,!“Oscar’s(Casa(Arbol(Restaurant”!features!an!elevated!seating!area!
accessible!by!a!suspension!bridge!and!circular!staircase.!All!food!is!plated!in!the!kitchen!
and!hand!carried!to!the!tables!as!the!layout!is!impractical!for!using!services!carts.
! Further!consideration!is!given!to!the!training!of!local!staff.!American(Service!is!the!
most!common!form!of!service!in!Costa!Rica.!It!is!also!easier!to!recruit!and!train!staff!to!
provide!this!form!of!service!than!lesser=known!and!more!complicated!forms.!!
!
!
(
(
(
(
(
(
(
(

!
!
19!
4.2.1(Service(Style:(Specific(Needs(By(Menu(Item(
(
(
(
Menu%Item Smoked%Bean%Mini%Tacos
Condiments Salsa,%Sour%Cream
Service%Style Dishes%needed Utensils%needed
Table%side%
equipment
Condiments%
served%with
Serving%Pieces%B
FOH
Serving%UtensilsB
FOH
American
Platter,with,(4),Tacos,
w/lettuce,garnish Fork,,knife,,spoon none
Monkey,Dish,for,
Sour,Cream,,
Monkey,Dish,for,
Salsa none none
Menu%Item Del%Coco%Cheese%Soup
Condiments Salt%&%Pepper
Table%side%
equipment
Condiments%
served%with
Serving%Pieces%B
FOH
Serving%UtensilsB
FOH
American Soup,Bowl,,salad,plate Soup,spoon none
Individual,
Shakers none none
Menu%Item Wood%Speared%Mahi%Mahi
Condiments none
Table%side%
equipment
Condiments%
served%with
Serving%Pieces%B
FOH
Serving%UtensilsB
FOH
American
Dinner,Plate,with,(3),
Wood,Skewers,of,Mahi,
Mahi,,Rice,,and,Grilled,
Vegetables Fork,,knife,,spoon none
Individual,
Shakers none none
Specific%Needs%By%Menu%Item
Specific%Needs%By%Menu%Item
Menu%Item Red%Snapper
Condiments none
Table%side%
equipment
Condiments%
served%with
Serving%Pieces%B
FOH
Serving%UtensilsB
FOH
American
Dinner,Plate,with,Red,
Snapper,Filet,,Rice,,
Grilled,Vegetables Fork,,knife,,spoon none
Individual,
Shakers none none
Menu%Item Café%con%Leche%Flan
Condiments none
Table%side%
equipment
Condiments%
served%with
Serving%Pieces%B
FOH
Serving%UtensilsB
FOH
American
Dessert,Plate,with,
serving,of,Flan Dessert,Fork none none none none
Menu%Item Arroz%con%Leche
Condiments none
Table%side%
equipment
Condiments%
served%with
Serving%Pieces%B
FOH
Serving%UtensilsB
FOH
American
Sundae,Dish,with,Arroz,
con,Leche,with,
Cinnamon,Stick,Garnish,,
Salad,Plate Coffee,Spoon none none none none

!
!
20!
4.3.(Table(Top(Items(
! “Oscar’s(Casa(Arbol(Restaurant”!provides!a!unique!contrast!between!that!of!a!
natural!jungle!atmosphere!with!the!elegant!of!exceptional!dinnerware,!stemware,!and!table!
linens.!!
!
(
(
(
(
(
(
(
(
(
(
(
Table(Top(Items:(Flatware( Table(Top(Items:(Dinnerware( Table(Top(Items:(Dinnerware(
Table(Top(Items:(Linens(
Table(Top(Items:(Misc.(
Table(Top(Items:(Misc.(Table(Top(Items:(Glassware(

!
!
21!
4.4(Operational(Plans(
! Pura!Vida!Resort!Costa!Rica!@!Playas!del!Coco!operates!as!a!single!corporate!entity!
with!three!primary!cost=centers:!!
Rooms(and(Services(
Food(&(Beverage(
Conference/Special(Events(
! Each!cost=center!is!managed!by!a!department!head!with!a!dedicated!staff!that!is!
cross=trained!in!at!least!one!other!department.!This!is!by!design!in!order!to!improve!
customer!service!and!growth!opportunities!for!the!employees.!
!
!

!
!
22!
4.5(Rooms(Division(Manual(
4.5.1(Source(of(Reservations(
75%!Leisure!travelers!booked!through!hotels!website!or!toll=free!number!
20%!Meetings/Incentive/Conference/Event!(MICE)!booked!through!Sales!
Department!
>5%!Walk=in’s!with!no!advance!reservation!through!referral!of!local!tour!
operators!and!other!businesses!
4.5.2(Information(to(Obtain(from(Guests((
! All!guest!reservations!are!entered!into!the!hotels!Property(Management(System!
regardless!of!how!they!are!received.!In!the!event!of!a!power!failure!or!“crash”!of!the!PMS,!a!
manual!reservation!form!will!be!completed!for!each!reservation!and!filed!until!such!time!
that!the!information!can!be!input!into!the!PMS.!!
! As!a!safeguard!to!managing!room!inventory!and!assisting!guests!in!making!a!
reservation!while!the!PMS!is!down,!the!Front!Office!Manager!will!run!two!reports!twice!
daily:!Room!Inventory!Report!and!Projected!Occupancy!Report.!These!reports!will!allow!
the!hotel!to!tentatively!confirm!a!reservation!immediately!without!having!to!turn!the!guest!
away.!!!
! At!the!time!a!reservation!is!made,!the!following!data!should!be!collected!from!the!
guest:!
Full!name!
Complete!address!including!country!of!origin!
Passport!or!VISA!number!
Type!of!room!required!

!
!
23!
Confirmed!Rate!
Arrival!date!and!time;!Departure!date!and!time!
! Airline/Flight!Number;!Cruise!Line/Port;!Rental!Car!Agency!
Form!of!Payment!
Special!requests!if!any!
Purpose!of!trip/group!affiliation!if!any!
Referral!source;!how!they!heard!about!the!hotel!
Inquire!as!to!any!assistance!with!ground!transfers,!tours,!or!
recommendations!they!may!need!or!have!planned! !
(
4.5.3(Information(Flow((
! Once!the!reservation!is!confirmed,!the!room!inventory!will!be!automatically!
updated!in!the!PMS!and!all!department!managers!will!have!access!to!the!Room!Inventory!
Report.!
Pura!Vida!Resort!Costa!Rica!@!Playas!del!Coco!requires!a!minimum!one=night!deposit!be!
paid!at!the!time!the!reservation!is!made.!All!reservations!are!considered!guaranteed.!With!
the!majority!of!hotel!guests!being!leisure!travelers!a!very!low!percentage!(2%=5%)!of!no!
shows!is!to!be!expected.!For!group!reservations!(MICE),!it!will!be!the!responsibility!of!the!
Director!of!Sales!&!Conference!Services!to!coordinate!room!blocks!with!the!Front!Office!
Manager!and!more!importantly!enforce!a!strict!attrition!policy!for!group!reservations.!
(
(
(
(

!
!
24!
4.5.4(CheckJIn(of(Guests(
! 85%+!of!guests!registered!at!Pura!Vida!Resort!Costa!Rica!@!Playas!del!Coco!come!
from!advanced!reservations!with!15%!or!less!being!walk=in’s!(including!referrals!or!
“walks”!from!other!properties).!With!the!exception!of!group!check=in’s!all!guest!
registration!will!take!place!at!the!hotels!front!desk.!Most!group!check=in’s!will!take!place!in!
the!hotel!conference!space!and!will!be!arranged!and!coordinated!in!advance!by!the!
Director!of!Conference!Services.!
! Upon!arrival,!each!guest!will!be!greeted!warmly!and!luggage!assistance,!if!needed,!
will!be!provided.!The!following!information!is!to!be!collected!from!each!guest!prior!to!the!
issuance!of!room!keys:!
Verify!name!of!reservation!
Verify!ID!including!Passport/VISA!
Have!guest!verify!information!on!reservation!form*!including:!
! Room!rate,!check=in!date,!check=out!date,!contact!information,!
emergency!contact!information!
! Credit!Card!information!
! Cancellation!Policy!
Car!information!if!parking!at!hotel!
Review!of!Hotel!Amenities/Policies/Hours!of!operation!for!pool,!health!club,!
bar,!restaurant,!room!service.!
!!*Guest!reservation!information!will!include!a!time=stamped!confirmation!with!fax!or!email!
receipt!from!hotel!to!guest.!
(

!
!
25!
4.5.5(Posting(Procedures(
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!uses!a!PMS!that!links!the!front!desk,!
restaurant/bar,!gift!shop,!and!Conference!Services.!Managers!for!each!area!post!charges!at!
the!time!they!occur!from!terminals!located!in!each!departments.!This!point!of!sale!
approach!allows!for!immediate!posting!thereby!providing!the!Front!Office!Manager,!Guest!
Services!Representatives,!and!the!General!Manager!access!to!current!financial!data.!
! In!the!event!of!a!power!failure!or!crash!of!the!PMS,!manual!bills!including!credit!card!
imprint!machines!will!be!used!in!all!departments!with!the!charge!slips!delivered!to!the!
Front!Office!Manager!or!Guest!Services!Representative!for!inputting!into!the!PMS!when!it!
becomes!available.!
(
4.5.6(CheckJOut(of(Guests((
( A!copy!of!each!guest’s!bills!is!placed!under!their!door!the!night!before!checkout.!All!
Checkouts’!will!take!place!at!the!front!desk,!as!Pura!Vida!Resort!Costa!Rica!@!Playa!del!
Coco!does!not!offer!in=room,!electronic!checkout.!
! During!Checkout,!the!Guest!Services!Representative!shall!verify!if!the!guest!received!
their!bill!(during!the!night)!and!if!they!have!any!questions.!If!there!are!issues,!the!front!
desk!agent!will!seek!to!resolve!them!in!a!friendly,!courteous!manner.!
! The!guest!will!be!asked!if!they!wish!to!use!the!same!credit!card!presented!at!check=
in!to!settle!their!bill!and!the!final!payment!will!then!be!processed.!The!guest!will!then!
receive!a!copy!of!their!bill!showing!the!zero!balance!(payment!applied)!and!will!be!asked!to!
complete!a!Guest(Comment(Card!which!will!entitle!them!to!a!discount!on!a!future!
reservation.!

!
!
26!
! Prior!to!departure!it!is!important!to!solicit!an!opinion!from!the!guests!as!to!their!
stay!as!well!as!to!inquire!if!they!are!planning!a!future!trip!and!would!like!to!make!another!
reservation.!(This!is!also!a!good!time!to!verify!that!the!hotel!has!the!guests!correct!contact!
information,!specifically!their!email)!
! As!a!final!step,!assistance!with!luggage,!ground!transportation,!and!directions!will!
be!offered.!
!
4.5.7(Customer(Complaints((
( In!general!terms,!customer!complaints!are!handled!in!a!professional!and!calm!
manner!and!in!a!way!that!promotes!a!genuine!belief!in!the!guests!that!their!issue!is!very!
important!to!the!hotel.!Basic!guidelines!for!resolving!customer!complaints!are!as!follows:!
Listen!to!the!guest!
Remain!calm!
Determine!precisely!what!the!issue!is!(this!may!be!more!difficult!if!the!guest!
is!emotional!or!upset)!
Suggest!a!corrective!action!and!apologize!for!the!inconvenience!
! The!Front!Office!Manager!and!or!Manager!On!Duty!will!have!pre=
determined!latitude!with!issues!involving!credits,!allowing!them!to!
make!decisions!unilaterally!without!GM!approval.!
! If!necessary,!the!Front!Office!Manager!and!or!Manager!On!Duty!will!
involve!the!GM!either!to!approve!a!special!credit,!as!a!PR!move,!or!
both.!
(

!
!
27!
4.5.8(Quality(Standards((
! The!quality!standards!for!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!reflect!our!
goal!of!exceeding!the!expectations!of!our!guests.!The!majority!of!our!guests!are!vacation!
travelers!who!will!spend!a!typical!day!at!the!beach!or!enjoying!any!number!of!outdoor!
activities.!!The!climate!and!environment!in!the!coastal!regions!of!Costa!Rica!creates!some!
special!cleaning!needs!that!will!require!attention!including!tracking!in!of!sand,!musty!odors!
from!humidity!and!dampness,!and!insects.!Extra!effort!will!be!made!when!sweeping!and!
mopping!(all!rooms!are!tiled)!and!deodorizing!rooms.!
(
4.5.9(Cleaning(of(Floors(
Two!all!weather!doormats!will!be!placed!at!the!entry!of!each!room.!One!
exterior,!one!interior.!Mats!will!be!swept!daily.!
Heavily!soiled!or!wet!mats!will!be!replaced.!
Floors!will!be!cleared!of!any!linens!or!personal!effects!(care!and!discretion!
will!be!exercised!with!all!personal!belongings)!and!furniture!will!be!re=
positioned!to!allow!sweeping!and!mopping!of!corners!and!hard!to!reach!
areas.!
Floors!will!be!swept!with!special!attention!given!to!areas!where!insects!may!
collect!such!as!the!corners!of!patios!and!balconies!and!the!bottom!channel!of!
sliding!doors.!
Floors!(including!patio/balcony)!will!be!mopped!thoroughly!using!cold!water!
Green!Seal!Certified!cleaner.!!
Clean/dry!doormats!will!be!repositioned!upon!exiting!the!room.!Mats!will!be!

!
!
28!
centered!left!to!right!with!the!door!and!with!the!! Pura!Vida!Resort!Costa!Rica!
@!Playa!del!Coco!logo!readable!when!facing!the!door.!
! (Note:!Once!per!year,!floors!will!be!deep!cleaned.!All!furniture!will!be!
removed!and!floors!will!stripped,!re=sealed,!polished!and!waxed.)!
(
4.5.10(Guest(Room(Cleaning(Procedure!
Important!Steps!to!Remember!
If#there#is#a#“Do#Not#Disturb#Sign”#on#the#door#and#it#is#past#checkout#time,#contact#the#front#desk#to#
verify#if#the#guest#has#checked#out#or#if#a#stay#over,#call#the#room#and#verify#if#the#guest#requires#service#
and#at#what#time#you#may#have#access#to#the#room.#
If#you#have#reason#to#believe#that#the#guest#may#be#in#distress,#contact#hotel#security#immediately.#
!
!Knock!on!door!to!verify!that!room!is!unoccupied!or!if!occupied!that!guest!requires!
! service!
!
!If!the!guest!is!present!and!will!remain!in!room!during!cleaning,!notify!your!
! supervisor!prior!to!beginning.!(This!is!an!important!safety!step!that!MUST!be!followed)!
!
!Prop!open!door!with!door!wedge!
!
!Position!cart!in!front!door!with!service!side!facing!into!room!
!
!Remove!vacuum!cleaner!and!place!in!room!
!
!Turn=off!TV,!radio!if!left!on!by!guest!
!
!Turn!on!all!lights!and!verify!that!all!are!working.!Make!note!of!and!or!replace!burnt!!
! bulbs!that!are!accessible.!Contact!maintenance!for!assistance!if!necessary!
!
!Open!drapes!and!sliding!glass!door!to!balcony/terrace!
!
!Turn!on!ceiling!fan!!
!
!Remove!all!trash!from!room,!empty!wastebasket!into!bag!on!cart!
!
!Inspect!TV,!alarm!clock/radio,!sliding!door,!furniture,!and!general!appearance!of!room!
! for!noticeable!damage.!If!necessary,!report!damage!to!supervisor!
!
!Inspect!bathroom!sink,!sink!faucet,!toilet,!and!shower!faucet!for!leaks,!damage!
!

!
!
29!
!Inspect!shower!door!for!damage!
!
!Spray!inside!of!shower!with!Clean!Shower!
!
!Spray!toilet!with!toilet!cleaner!
!
(Proceed!to!clean!room!as!follows.!See!Bathroom!Cleaning!Procedures!for!detailed!steps!to!a!sparking!
clean!bathroom!for!our!guests)!
!
!Organize!patio!furniture!
!
!Wipe!down!patio!furniture;!remove!any!trash,!empty!ashtrays!
!
!Sweep!patio;!pay!close!attention!to!corners!where!insects!accumulate!
!
!Wipe!down!sliding!glass!door!
!
!Dust!furniture!
!
!Wipe!down!phone,!alarm!clock,!TV,!replace!remote!control!on!nightstand!
!
!Dust!inside!of!desk!and!dresser!drawers!(if!a!check=out!room)!
!
!Organize!refreshment!area,!remove!any!used!cups,!coffee!packs,!and!replenish!as
! needed!
!
!Empty!ice!bucket,!wipe!down!and!place!new!disposable!liner!
!
!Inspect!closet!for!missing!hangers;!replace!iron!&!ironing!board!in!closet!
!
!Wipe!down!luggage!rack!and!store!in!closet!
!
!Wipe!down!sliding!glass!door!
!
!Remove!comforter!from!duvet;!place!duvet!over!side!chair!
!
!Remove!bed!linens!and!mattress!pad!and!place!with!comforter!in!soiled!laundry!bag!in!
! hallway!
!
!Remove!fresh!linens!from!cart!
!
!Place!new!mattress!pad!on!bed!
!
!Place!fitted!bottom!sheet!on!bed!
!
!Place!2!top!sheets!on!bed!and!using!hospital!corners,!make!bed!

!
!
30!
!Place!pillows!in!clean!pillowcases!and!fluff!and!position!
!
!Insert!clean!comforter!into!duvet!and!place!on!bed!
!
!Place!two!flowers!on!pillows!
(Proceed!to!Bathroom!Cleaning)!

!
!
31!
4.5.11(Guest(Bathroom(Cleaning(Procedure(
!Remove!used!linen!to!cart!
! Exception:!if!a!stay!over!room,!only!replace!linen!guest!has!left!on!floor.!This!is!pursuant!to!Pura!
! Vida!Resort!Costa!Rica!@!Playas!del!Coco’s!energy!savings!plan.!
!
!Flush!toilet!
!
!Place!bathmat!in!shower!enclosure!
!
!Wipe!down!walls,!use!hand!shower!to!rinse!walls!
!
!Wipe!down!walls!and!faucet!
!
!Wipe!down!glass!doors!and!door!handle!
!
!Use!toilet!brush!to!clean!inside!of!toilet!
!
!Wipe!down!exterior!of!toilet!
!
!Replenish!toilet!paper!if!less!than!¼!full!
!
!Wipe!down!sink!and!faucet!
!
!Wipe!down!mirror!!
!
!Remove!to!trash!any!used!amenity!items.!(Note:!if!shampoo,!conditioner,!body!wash,!and!lotion!
! are!more!than!50%!full,!leave!in!room,!but!arrange!with!new!full!bottles!for!each)!
!
!Replace!face!soap!bar!if!used.!Follow!50%!rule!for!bath!bar.!
!
!Replace!wastebasket!liner!
!
!Replenish!bath!linens!!
!
!Sweep!Floor!
!
!Mop!Floor!
!
!Final!visual!inspection!!!
!
!Turn!off!lights!and!exit!room!!

!
!
32!
4.5.12(Lobby(Cleaning(Procedure(
!Empty!wastebaskets!
!
!Wipe!down!reception!desk!
!
!Dust!lobby!furniture!
!
!Water!plants!
!
!Organize/straighten!tour!brochures!rack!
!
!Clean!/!wipe!down!water!dispenser/replenish!cup!holder!
!
!Wipe!down!monitor!and!keyboard!for!courtesy!computer!station!
!
!Sweep!floor!
!
!Mop!floor!(remember!to!place!“Wet!Floor”!sign)!
!
!Wipe!down!glass!entry!door!
!
!Sweep!exterior!entry!area!
!
!Mop!tiled!portion!of!exterior!entryway!
!
!

!
!
33!
4.5.13(Public(Restroom(Cleaning(Procedure(!
!Place!“Wet!Floor”!sign!in!front!of!doorway!
!Flush!each!toilet!
!
!Pour!toilet!cleaner!into!each!toilet!
!
!Spray!sinks!with!cleaner/disinfectant!
!
!Remove!all!trash!to!receptacle!on!cart!
!
!Wipe!down!mirror!
!
!Wipe!down!walls!of!stalls!
!
!Spray!exterior!of!toilets!with!cleaner!
!
!Clean!inside!of!toilet!bowls!
!
!Wipe!down!exterior!of!toilets!
!
!Wipe!down!sinks!and!faucets!
!
!Inspect!toilet!paper/replace!if!less!than!¼!full!
!
!Replenish!soap!dispensers!
!
!Replenish!paper!towel!dispenser!
!
!Sweep!floors!
!
!Mop!floors!
!
!Spray!deodorizer/exit!room!

!
!
34!
4.5.14(Miscellaneous(Public(Areas(Cleaning(Procedure(!
!
The!procedure!for!cleaning!the!sidewalks/breezeways!between!rooms:!
!
!Pick!up!any!large!leaves!or!branches!that!accumulated!overnight!and!place!in!!
!!!! Compost!area!
!
!Remove!trash!along!walkways!
!
!Empty!trashcans!and!place!new!liners!!
!
!Inspect!exterior!lighting!(sensor!lights!will!need!to!be!turned!on!manually)!
!
!Wipe!down!planters!
!
!Wipe!down!exterior!furniture!and!reposition!
!
!Place!“Wet!Floor”!signs!at!each!end!of!corridor/walk!
!
!Sweep!tiled!hallways!(all!are!exterior)!
!
!Mop!tiled!hallways!(all!are!exterior)!
!
!Connect!water!hose!to!exterior!supply!and!spray!down!sidewalks!
!
!
(
(
!
(
(

!
!
35!
4.6(Maintenance((
4.6.1(Departmental(Responsibilities(
! The!Maintenance!Department!at!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!
be!responsible!for!the!mechanical,!cosmetic,!and!overall!upkeep!of!the!hotels!physical!plant!
as!well!as!the!maintaining!and!repair!of!equipment!and!fixtures.(
! In!addition,!the!Maintenance!Department!will!manage!mechanical!services!in!the!
conference!area!of!the!hotel.!This!will!include!the!installation!of!temporary!power!for!food!
and!beverage!stations,!outside!audiovisual,!entertainment,!and!other!needs!upon!request.!!
! The!Maintenance!Department!will!also!be!responsible!for!maintaining!the!sound!
and!lighting!systems!installed!in!the!conference!space.!
(
4.6.2(Maintenance(Department(Staffing(
! ! The!Maintenance!Department!at!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!
supervised!by!the!Maintenance!Supervisor.!The!Maintenance!Supervisor!reports!to!the!
Director!of!Housekeeping.!!
! ! The!Maintenance!Supervisor!will!supervise!four!full=time!maintenance!employees!in!
addition!to!various!subcontractors.!A!call=list!will!be!maintained!for!part=time!help!during!
extensive!projects.!A!typical!daily!schedule!will!be!as!follows:!
(
(
(
(
(

!
!
36!
Typical(Daily(Schedule(
AM!Shift:! 06:00!am!–!03:00!pm! Maintenance!Supervisor!
! ! ! ! ! ! ! Engineer!1!
! ! ! 08:00!am!–!05:00!pm! Engineer!2!
PM!Shift:! 03:00!pm!=!12:00!am!! Engineer!3!
Overnight! 10:00!pm!=!07:00!am!! Engineer!4#
(
4.6.3(Maintenance(Department(Information(Flow/Work(Orders(
! The!Maintenance!Department’s!tasks!will!be!received!from!the!following!sources:!!
1)!Automated!Service!Requests!via!HotSOS(System!!
2)!Completed!Housekeeping!“Maintenance!Work!Request!Form”!
3)!Event!Orders!from!Food!&!Beverage!or!Conference!Services!!
4)!Daily!Visual!Inspection!by!Maintenance!!
!
!
!
!
(
(
(
(
(
Incident(Reporting(Using(HotSOS(

!
!
37!
4.6.4(Maintenance(Department(Routine(Tasks!
!
Respond!to!Maintenance!Work!Request!Forms!for!Guest!Rooms!with!priority!for!!!“OOO”!!!!
!!!!!Rooms!
!
!Daily!Maintenance!Inspection!of!hotel!grounds!
!
!Daily!Maintenance!Inspection!and!routine!servicing!of!major!mechanical!systems!! !!
! !!(HVAC,!plumbing,!electrical,!interior/exterior!lighting,!roofing,!sidewalks,!security!! !
! !!fencing/gate)!
!
!Daily!inspection!and!routine!servicing!of!Food!&!Beverage!equipment!
!
!Daily!inspection!and!routine!servicing!of!Laundry!Department!equipment!
!
!Touch=up!painting!of!high!traffic!areas=!interior/exterior!
!
!Replacing!burnt!lamps!in!all!areas!of!hotel!
!
!Spot!treatment!of!tile!and!carpet!
!
!Ordering!of!supplies/tools!and!maintaining!accurate!inventories!for!all!
!
!Managing!warranties!and!repairs!on!major!appliances!and!systems!
!
!Coordinating!annual!inspection!of!elevators!with!designated!contractor!
!
!Overseeing!major!projects!in!conjunction!with!outside!contractors!such!as!re=! !
!!!!!!!painting,!roofing,!flooring,!landscaping,!and!other!repairs!
(
4.6.5(Maintenance(Department(Primary(Subcontracted(Services(
Plumbing!Contractor!
Electrical!Contractor!
HVAC!Contractor!
Landscape!Contractor!
Pool!Maintenance!Contractor!
Roofing!Contractor!
Electronic!Systems!Contractor!(Conference!sound!&!lighting)! ! ! !

!
!
38!
4.7(Laundry(Department(
! The!Laundry!Department!at!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!
responsible!for!collecting,!sorting,!washing,!drying,!folding,!and!storing!of!all!guest!room,!
spa,!pool,!fitness!center,!and!Food!and!Beverage!linens.!
(
4.7.1(Laundry(Department(Staffing(
! The!Laundry!Department!is!managed!by!the!Executive!Housekeeper!who!reports!
directly!to!the!Director!of!Housekeeping.!Laundry!Attendants!work!with!Guest!Room!
Attendants!and!other!staff!as!assigned!in!moving!the!soiled!linens!to!the!laundry!room.!!
! The!Executive!Housekeeper!will!supervise!two!full=time!Laundry!Attendants!and!a!
call=list!will!be!maintained!for!part=time!help!during!heavy!occupancy!periods.!A!typical!
daily!schedule!will!be!as!follows:!
Typical(Daily(Schedule!
AM!Shift:! 07:00!am!–!05:00!pm! Executive!Housekeeper!
! ! ! ! ! ! ! Laundry!Attendant!(Laundry!Utility/Folding)!
! ! ! ! ! ! ! Laundry!Attendant!(Laundry!Wash!&!Folding)! !
PM!Shift:! 1:00!pm!=!06:00!pm! ! Laundry!Attendant!(Part=Time)!
(
4.7.2(Laundry(Department(Capacity(
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!features!sixty=five!(65)!rooms!with!a!
total!of!sixty!(60)!King!Beds,!twenty!(20)!Double!Bed’s,!and!seventy=one!(71)!Bathrooms!
(including!Public!Spaces).!Using!formulas!provided!in!“Professional!Management!of!
Housekeeping!Operations”!by!Jones,!the!Laundry!Department!manages!the!following!

!
!
39!
capacity:!
Bed(Linen(
(60)!King!Beds! ! 120!Sheets! ! 2.20!lbs.!each!! 264!lbs.!total!
(20)!Double!Beds! ! 40!Sheets! ! 1.45!lbs.!each!! !!58!lbs.!total!
Pillowcases! ! ! 140!Pillowcases! !!.25!lbs.!each! ! !!35!lbs.!total!
Total!Linen!Weight# ! ! ! ! ! ! ! (((((357(lbs.!
Bath(Linen!
(4)!Bath!Towels!per!room! (65)Baths! ! .714!lbs.!each!! !47!lbs.!total!
(4)!Hand!Towels!per!room! (65)Baths! ! .231!lbs.!each!! !15!lbs.!total!!
(4)!Wash!Cloths!per!room! (65)!Baths! ! .053!lbs.!each!! 3.5!lbs.!total!
(2)!Bathmat!per!Suite! (15)!Baths! ! .437!lbs.!each!! 6.5!lbs.!total!
(1)!Bathmat!per!room! (55)!Baths! ! .437!lbs.!each!! !24!lbs.!total!
Total!Bath!Linen!Weight# ! ! ! ! ! ! !!!!!96(lbs.!
Grand(Total(Linen(Weight:(453(lbs.(
! Based!on!this!capacity,!the!Laundry!Department!operates!(2)!50lb!washers!and!(3)!
100lb!dryers!for!guest!room!linens!and!an!(1)!additional!washer!and!(1)!additional!dryer!
for!all!other!linen.!All#linen#is#handBfolded.#
! To!facilitate!the!transporting,!sorting!and!folding!of!linen,!Pura!Vida!Resort!Costa!
Rica!@!Playa!del!Coco!uses!the!following!additional!equipment:!
(4)!Convertible!mobile!carts!
(5)!Laundry!Hampers!
(1)!Soak!Sink!
(1)!Folding!Table!

!
!
40!
(1)!“Extra!Hand”!Sheet!Folder!
(
4.7.2(Laundry(Department(Routine(Tasks(
!Collect!soiled!laundry!bags!from!guest!room!floors!in!coordination!with!GRA’s!! and!!
!!!!!!Housekeeping!Department!
!
!Sort!soiled!linen!by!type!(sheets,!pillowcases,!large!towels,!small!towels,!etc.!
!
!Separate!severely!soiled!or!stained!linen!for!soaking!
!
!Wash!linens!
!
!Dry!linens!
!
!Sort!dried!linens!for!folding!
!
!Fold!linens!
!
!Store=re=stock!line!shelves!
!
!Collect!guest!laundry!(from!Housekeeping)!and!banquet!linens!and!send!to!
! outside!contractor;!return!guest!laundry!to!Housekeeping!for!delivery!and!
! banquet!linens!to!storage!!

!
!
41!
4.8(Tour(Desk(
! The!Tour!Desk!is!a!significant!department!at!Pura!Vida!Resort!Costa!Rica!@!Playa!
del!Coco!considering!the!hotel!is!a!vacation!destination!property.!The!tour!desk!is!staffed!
seven!days!a!week!from!7:00!am!–!8:00!pm.!Front!Desk!staff!is!trained!to!assist!guests!with!
tour!and!other!reservations!and!information!during!other!times.!
! The!primary!responsibilities!of!the!Tour!Desk!Manager!are:!
Make!recommendations!and!reservations!for!tours!and!attractions!
Arrange!regional!flight!reservations!and!information!
Arrange!ground!transportation!
Arrange!special!requests!for!guests!
AM!Shift:! 07:00!am!–!02:00!pm! Manager!1!
PM!Shift:! 01:00!pm!=!08:00!pm!! Manager!2!

!
!
42!
4.9(Spa/Fitness(
! The!Spa!and!Fitness!Department!is!managed!by!the!Spa!and!Fitness!Director.!Spa!
Services!are!available!by!appointment!seven!days!a!week!from!7:00!am!–!7:00!pm.!The!
Fitness!Facility!is!open!24/7.!The!primary!responsibilities!of!the!Spa!and!Fitness!Director!
are:!
Recommend/Arrange!for!Spa!Services!
Arrange!Personal!Fitness!Instruction!
Arrange!Resort!Activities!
AM!Shift:! 07:00!am!–!05:00!pm! Spa!and!Fitness!Director!
(
4.10(Bell(Staff!
! The!Bell!Staff!at!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!welcome!guest!upon!
arrival,!assist!them!with!unloading!their!luggage,!and!moving!luggage!to!and!from!guest!
rooms.!!The!Bell!Staff!assists!Housekeeping!and!Maintenance!by!keeping!the!hotel!entrance!
orderly.!Bell!staff!makes!special!deliveries!to!guest!rooms!as!needed!and!provide!directions!
and!assistance!with!ground!transportation.!Guests#are#responsible#for#parking#their#own#
cars.#There#is#no#valet#parking.#
!
The!primary!responsibilities!of!the!Bell!Staff!are:!
Greet!guest!upon!arrival!&!departure!
Assist!guests!with!unloading!of!luggage,!storage!of!luggage,!and!transport!to!
guest!room!

!
!
43!
Provide!guest!with!orientation!of!hotel!amenities!while!walking!to!the!room!
Provide!in=room!orientation!to!guest!
Inquire!if!guest!has!any!special!needs!or!questions!
Remind!guest!of!restaurant!and!bar!hours!and!any!special!events!
Remove!luggage!from!guest!rooms!during!check=out!
Assist!guests!with!ground!transportation!arrangements!
Answer!questions!about!area!attractions!(assist!Concierge)!and!provide!
directions!
Deliver!special!deliveries,!mail!or!other!items!to!guest!rooms!
AM!Shift:! 06:00!am!–!03:00!pm! Bellman!1!
PM!Shift:! 11:00!am!–!08:00!pm! Bellman!2!
!
!

!
!
44!
4.11(Security(Department!
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!subcontracts!armed!security!for!the!
protection!of!the!hotels!assets!and!guests.!Guards!report!to!the!Director!of!Security.!Based!
on!the!size!of!the!property,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!has!one!armed!
guard!on!duty!(24)!hours!a!day!with!supplemental!security!called!in!for!special!functions.!
! In!addition!to!armed!guards,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!takes!the!
following!additional!steps!as!part!of!our!comprehensive!security!plan:!
Train!all!employees!on!basic!safety!procedures!
Train!employees!on!CPR!and!basic!first!aide!
Train!employees!on!theft!prevention!procedures!
Provide!Serv=Safe!Training!for!all!food!service!and!bar!staff!
Require!all!staff!to!enter!and!exit!through!designated!employee!entrance!
Require!all!employees!to!wear!name!badges!
Utilize!Key=control!program!
Provide!gated!perimeter!with!electronic!lock!around!property!
Provide!electronic!key!card!entry!system!for!all!guest!rooms!
Provide!all!guest!rooms!with!deadbolt!locks!and!locking!device!
Provide!Emergency!Phone!Numbers!List!in!each!guest!room!and!prominently!
posted!in!all!departments!
Provide!photo=sensor!exterior!lighting!along!all!outdoor!paths!
Provide!Adequate!lighting!for!all!exterior!function!areas!and!parking!lots!
Provide!battery!powered!emergency!lights!in!corridors!and!hallways!
Provide!back=up!generator!power!during!outages!

!
!
45!
5.0(Marketing(Plan((
5.1.(Market(Analysis(Overview(
! Tourism!is!the!engine!that!powers!the!hotel!industry!in!Costa!Rica!with!more!than!
700,000!American!citizens!alone!visiting!the!country!annually!and!between!30,000!and!
50,000!retiring!Americans!making!Costa!Rica!their!home!(“U.S.”).!!In!addition,!“Costa!Rica!
attracts!nearly!two!million!tourists!per!year,!bringing!in!some!US$1.6!billion!with!them”.!
Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!located!in!the!Province!of!Guanacaste,!the!
location!of!some!of!the!country’s!most!visited!tourist!attractions!and!home!to!extensive!
commercial!infrastructure!developments.!!!
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!situated!close!enough!to!new!major!
private!and!public!works!projects!yet!isolated!enough!to!maintain!a!rustic!and!traditional!
Costa!Rican!feel.!In!2012!the!regional!airport!in!Liberia,!the!provincial!capital!of!
Guanacaste,!was!expanded!and!elevated!to!International!status!with!the!new!terminal!
housing!28!check=in!counters!with!a!per=hour!capacity!of!1,500!passengers!(“New”).!In!
addition!to!the!airport,!a!major!new!highway!linking!the!nations!capital!of!San!Jose!to!the!
Pacific!Coastal!Region!has!opened!as!has!a!new!marina!and!multiple!resort!hotels!in!the!
Gulf!of!Papagayo!region.!
! With!the!nearest!international!brand!hotels!an!hours!drive!or!more!from!Playas!del!
Coco,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!truly!stands!out!as!the!most!exclusive!
and!luxurious!hotel!in!town,!and!the!only!one!catering!exclusively!to!adults!and!those!
seeking!the!benefits!and!carefree!lifestyle!offered!by!an!all=inclusive!concept.!!
! !
!

!
!
46!
5.2.(PEST(Analysis(
! Based!on!data!from!the!U.S.!Department!of!State!and!Cyborlink,!Costa!Rica!offers!a!
strong!economic!and!politically!stable!environment!for!operating!a!hotel!and!restaurant!
business.!This!can!be!seen!in!the!many!successful!independently!owned!hotels!throughout!
the!country!as!well!as!the!success!of!major!brands!that!have!entered!the!market!in!recent!
years.!Marriott,!Hilton,!Riu,!Four!Seasons,!and!Barcelo!are!among!major!brands!capitalizing!
on!the!growing!tourism!market.!
! From!a!social!perspective!the!overwhelmingly!Catholic!society!is!very!welcoming!to!
visitors!and!expats!from!around!the!world!including!a!high=level!of!tolerance!for!those!that!
do!not!speak!the!native!Spanish!language.!Technologically,!the!country!is!not!as!stable!and!
advanced!as!the!U.S.!but!tourist!zones!and!most!rural!towns!have!public!utilities!including!
cable!television!and!basic!electrical!service.!Electrical!service,!as!noted!in!the!chart!above!
can!be!intermittent!during!bad!inclement!weather,!most!notably!during!the!rainy!season.!

!
!
47!
Internet!is!available!in!major!hotels!and!local!Internet!cafes!but!like!electrical!service!can!
be!intermittent.!This!can!have!a!negative!effect!on!hotel!POS!systems!and!guest!access!to!
Wi=Fi.!
!

!
!
48!
5.3(SWOT(Analysis(
! The!following!analysis!details!the!strengths,!weaknesses,!opportunities,!and!threats!
Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco.!The!owners!and!executive!management!
team!of!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!believes!that!our!combination!of!
skills!and!drive!to!be!successful!will!allow!the!hotel!to!capitalize!on!opportunities!as!they!
develop!in!the!changing!Costa!Rican!tourism!market.!!
! Furthermore,!our!active!participation!in!local,!regional,!and!industry!organizations!
combined!with!our!involvement!in!the!community!will!enhance!our!efforts!at!protecting!
against!possible!threats!and!promoting!the!goodwill!of!our!establishment.!
!
5.3.1(Strengths(
(
! Innovative(Concept:!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!the!
only!adults=only,!all=inclusive!resort!in!Playa!del!Coco!and!as!such!is!in!a!
unique!position!to!capitalize!on!the!growing!attraction!of!the!region.!The!
resorts!upscale!features!combined!with!the!small!“fishing!village”!
atmosphere!of!Playa!del!Coco!are!a!welcome!retreat!from!the!larger!resorts!
in!the!over=built!traditional!tourist!zones.!
! Transportation/Access:!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!
only!30!minutes!from!the!recently!expanded!Daniel!Oduber!International!
Airport!in!Liberia!and!a!scenic!4!½!hour!drive!from!the!capital!of!San!Jose.!
This!puts!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!within!easy!reach!of!
our!targeted!market!segments:!!
o Tourists!!
o Costa!Rican!business/special!events!

!
!
49!
! Fitness(&(Spa:!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!be!the!only!
hotel!within!50km!to!host!a!full=service!fitness!facility!offering!membership!
to!the!general!public!and!one!of!only!two!full=service!spa’s!operating!in!Playa!
del!Coco.!
! ! PACIFICO#BEACH#CLUB#nearby#recently#announced#a#special#summer#brunch##
# # and#happy#hour#program.#Pura#Vida#Resort#Costa#Rica#@#Playa#del#Coco#will##
# # develop#a#similar#program#in#response#with#local#entertainment#added.### #
! Meeting(Facilities:!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!the!only!
hotel!in!Playa!del!Coco!with!dedicated!and!modern!meeting!and!conference!
facilities!and!the!only!hotel!within!50km!to!provide!built=in,!state=of=the=art!
audiovisual!technology.!
! Food(&(Beverage(Outlets(&(Services:!With!the!introduction!of!Oscar’s#Casa#
Arbol#Restaurant,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!features!a!
one=of=a=kind!dining!experience!for!guests!and!locals.!The!same!innovation!
and!expertise!that!goes!into!the!restaurant!menu!is!also!extended!to!the!F&B!
service!offered!to!meeting!planners!and!guests!ordering!from!the!24=hour!
room!service!menu.!
! Experienced(Staff:!The!ownership!and!executive!management!team!
combines!the!experience!of!a!diverse!group!of!industry!professionals!skilled!
in!the!principal!areas!of!hotel!management,!restaurant!management,!event!
management,!sales!and!marketing,!and!tour!operations.!All!executive!staff!
and!key!management!are!bi=lingual!and!have!a!minimum!of!10!years!industry!
experience!in!Costa!Rica.!!!

!
!
50!
5.3.2(Weaknesses(
! StartJUp(Status:!As!a!new!concept!with!significant!capital!outlays,!Pura!Vida!
Resort!Costa!Rica!@!Playa!del!Coco!is!more!susceptible!to!unexpected!
downturns!in!the!tourism!market!than!more!established!hotels!in!the!area.!!
! Scope(of(Project:!As!the!most!ambitious!resort!and!recreational!complex!in!
Playa!del!Coco,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!is!dependent!on!
the!Costa!Rican!governments!continued!infrastructure!investments!in!roads!
and!other!capital!works!projects!in!Guanacaste.!
! Ownership:(This!is!the!first!hotel!to!be!owned!and!operated!by!David!
Hubbard!and!Oscar!Orellana!Hubbard.!While!a!promising!and!experienced!
team!has!been!assembled,!it!remains!to!be!seen!if!the!chemistry!and!
personalities!will!coalesce!into!a!successful!organization.!
! Scarcity(of(skilled(labor:(The!most!experienced!workers!are!in!lower!level!
positions!and!the!majority!of!all!others!live!in!the!major!tourist!zones!(an!
hour!away!on!average)!or!the!capital!(3!hours!by!bus).!
! #
#
((

!
!
51!
5.3.3#Opportunities#
! Growing(business(market(near(Liberia:!The!expansion!of!the!Daniel!
Oduber!International!Airport!is!spurring!a!growth!in!new!businesses!
headquarters!in!the!area,!creating!an!ideal!market!for!Pura!Vida!Resort!Costa!
Rica!@!Playa!del!Coco!meeting!and!conference!facilities!as!well!as!increased!
and!stable!sales!for!Oscar’s(Casa(Arbol(Restaurant.!
! Regional(“GetJAway”(Packages(for(tourist(and(small(meeting(groups:!A!
targeted!marketing!strategy!combining!regional!air!travel!with!rooms,!
conference!facilities,!Spa,!and!F&B!services!for!one!price!will!attract!
customers!during!low!occupancy!periods.!
! Industry(Involvement:!Membership!in!local,!regional,!national,!and!
international!industry!organizations!and!participation!in!local!events!and!
tradeshows!adds!to!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco’s!visibility!
and!creates!important!networking!relationships!and!business!growth.!
! Pura#Vida#Resort#Costa#Rica#@#Playa#del#Coco#Management#has#identified#
# EXPOTOUR#has#the#most#significant#regional#trade#show#for#promoting#the#
# hotel.#
(
(
(
(
(
(

!
!
52!
5.3.4!Threats#
! Future(Competition:!As!a!newcomer!in!the!upscale!resort!market!for!the!
Playa!del!Coco/Liberia!area!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!
should!enjoy!a!number!of!years!with!relatively!little,!comparable!
competition.!Continued!growth!in!the!area!and!the!success!of!Pura!Vida!
Resort!Costa!Rica!@!Playa!del!Coco!could!work!against!it!as!new!competing!
concepts!open!in!the!area.!!
! Brand(Competition:!As!a!privately!owned!resort,!Pura!Vida!Resort!Costa!
Rica!@!Playa!del!Coco!business!could!be!significantly!damaged!should!a!
recognized!brand!such!as!Hilton!or!Marriott!open!in!the!area.!These!major!
brands!pose!a!major!threat!as!they!are!often!able!to!provide!below!market!
rates!do!to!their!purchasing!power!and!economies!of!scale.!
! Economy:!Unforeseen!events!effecting!tourism!into!Costa!Rica!and!Central!
America!including!the!instability!of!less!stable!Central!American!
governments!pose!a!threat!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!as!
tourism!is!Costa!Rica’s!number!one!industry.((
Infrastructure#Improvements:#The#growing#demand#for#new#electrical,#
telephone,#water#and#sewer#infrastructure#resulting#from#the#regions#rapid#
growth#may#exceed#the#governments#ability#to#properly#fund#these#projects.#As#
financial#pressure#on#developers#increases,#the#amount#of#available#capital#
from#them#for#these#projects#could#evaporate,#leaving#a#cashBstrapped#
government#in#an#impossible#situation.#
!

!
!
53!
5.4(Primary(Marketing(Research((
(
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!has!completed!a!“test=run”!of!a!new!
customer!survey!that!will!become!an!ongoing!element!of!our!marketing!strategy.!Those!
selected!for!the!survey!comprise!a!group!of!travelers!likely!to!vacation!in!a!tropical!
destination!and!who!also!met!certain!other!criteria.!As!guest!histories!are!developed!and!
our!brand!becomes!established,!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!update!
and!revise!these!surveys!and!will!make!them!available!in!both!print!and!electronic!form.!!
!
5.4.1(Preliminary(Survey:(Findings(&(Conclusions(
(
• Basic(Criteria(
! The!majority!of!those!I!surveyed!selected!location!as!more!important!over
! price!or!brand!when!selecting!a!hotel!for!vacation.!The!majority!also!
! preferred!independently!owned!hotels!with!full=service!restaurants!and!bars!
! over!recognized!brands.!The!respondents!were!evenly!split!between!those!
! who!like!medium!sized!resorts!with!200=500!rooms!and!those!preferring!
! smaller!establishments!with!50!or!less!rooms.!
• Amenities(
! The!majority!of!those!I!surveyed!rated!the!onsite!service!of!a!spa,!fitness!
! center,!and!pool!as!important!amenities!they!look!for!in!a!vacation!hotel.!(It!
! should!be!noted!that!those!taking!the!survey!were!told!to!base!their!choices!
! on!an!international!summer!or!tropical!destination).!
• Services(
! Parking!was!not!a!major!concern,!as!the!majority!of!respondents!do!not!!
! rent!cars!when!traveling!internationally.!Not!surprisingly,!the!majority!of!

!
!
54!
! respondents!preferred!the!following!basic!services!onsite:!
! bellman/luggage!assistance,!tour/concierge!services,!Internet,!TV,!and!
! in=room!coffee.!!They!were!split!on!the!need!for!a!mini=bar!and!had!no!
! use!for!On=Demand!movies!!and!games.!Respondents!do!not!use!meeting!
! facilities!or!require!a!desk!or!work!!area!(only!non=business!travelers!were!
! surveyed)!
! About(My(Trips(
! This!section!asked!about!trip!duration,!size!of!group,!room!preference,!
! floor!preference,!ground!transportation!and!tour!decisions.!!!
! ! The!average!vacation!duration!for!those!surveyed!was!5=7!days!and!on!!
! ! average!there!are!two!to!a!party.!!The!respondents!take!about!the!same!!
! ! number!of!guided!tours!as!they!do!exploration!on!their!own.!
! ! In!terms!of!room!preference,!the!majority!prefers!ocean!view!rooms!! !
! ! on!the!!second!floor!or!higher!and!with!a!king!bed.!
! About(Me(
! In!this!section!I!found!that!the!group!was!equally!split!between!those!! that!
! were!under!50!years!old!and!those!over!50!years!old.!The!majority!work!full=
! time,!make!under!$75k!annually,!and!take!between!1!and!3!trips!per!year.! (
!

!
!
55!
(
5.4.2(Preliminary(Survey:(The(Survey(
(
The!complete!text!of!the!preliminary!customer!survey:!
(
Optional#
Name:! !!!___________________________________________!
Address!1:!! !______________________________!
Address!2:!! !______________________________!
City:! !______________________________!
State:! !______________________________Zip/Postal!Code______________!
Country:! !______________________________!
(
Basic(Criteria(
1.!When!selecting!a!hotel!for!vacation,!I!am!more!likely!to!make!my!decision!based!on:!
! a)!Price!
! b)!Location!!
! c)!Brand!
!
2.!When!selecting!a!hotel!for!vacation,!I!prefer:!
! a)!Independent/locally!owned!or!operated!hotels!
! b)!National/International!brands!!
!
3.!When!selecting!a!hotel!for!vacation,!I!prefer:!
! a)!Large!full=service!properties!with!500!or!more!rooms!
! b)!Medium!size!full=service!properties!with!200=500!rooms!
! c)!Small!full!service!properties!with!200!rooms!or!less!
! d)!Other!properties!with!50!or!less!rooms!
!
4.!When!selecting!a!hotel!for!vacation,!I!prefer!a!hotel!with:!
! a)!Onsite!full=service!restaurant!
! b)!Complimentary!breakfast!/!limited!food!service!onsite!
! c)!Restaurants!nearby!
! d)!Kitchenettes(
(
Amenities!
Tell#us#your#preference#for#the#following#amenities:!
5.!Restaurant!!
! a)!Very!Important!
! b)!Important!!
! c)!Somewhat!important!
! d)!Not!important!
!
6.!Bar!(alcohol!service)!
! b)!Important!!
! d)!Not!important!
!
!

!
!
56!
7.!Room=Service!
! b)!Important!!
! d)!Not!important!
!
8.!Spa!Treatments!
! b)!Important!!
! d)!Not!important!
!
9.!Fitness!Facility!
! b)!Important!!
! d)!Not!important!
!
10.!Swimming!Pool!
! b)!Important!!
! d)!Not!important!
!
11.!Meeting!Facilities!
! b)!Important!!
! d)!Not!important!
Services(
Tell#us#your#preference#for#the#following#services:!
12.!Valet!Parking!
! b)!Important!!
! d)!Not!important!
!
13.!Self=Parking!
! b)!Important!!
! d)!Not!important!
!
14.!Bellman/Luggage!Assistance!
! b)!Important!!
! d)!Not!important!
!
!

!
!
57!
15.!Concierge/Tour!Service!
! b)!Important!!
! d)!Not!important!
!
16.!In=room!Telephone!!
! b)!Important!!
! d)!Not!important!
17.!In=room!Internet!Access!!
! b)!Important!!
! d)!Not!important!
!
18.!In=room!Television!!
! b)!Important!!
! d)!Not!important!
!
19.!In=room!On=Demand!Movies/Games!!
! b)!Important!!
! d)!Not!important!
!
20.!In=room!Mini=Bar!
! b)!Important!!
! d)!Not!important!
!
21.!In=room!Coffee!Maker!
! b)!Important!!
! d)!Not!important!
!
22.!In=room!Desk/Work!Space!
! b)!Important!!
! d)!Not!important!
(

!
!
58!
About(My(Trips(
Please#describe#your#typical#vacation#by#selecting#from#the#choices#below!
23.!A!typical!vacation!for!me!is:!
! a)!Weekend!
! b)!3=5!days!!
! c)!5=7!days!
! d)!7!or!more!days!
!
24.!The!number!of!people!in!my!party:!
! a)!1!
! b)!2!!
! c)!3!
! d)!4!or!more!
!
25.!I!travel!with!children:!
! a)!Yes!
! b)!No!!
! c)!Sometimes!
! d)!Never!
!
26.!I!prefer!a!room!with!the!following!bed!type:!
! a)!King!
! b)!Queen!!
! c)!Full!
! d)!Double/Double!
!
27.!I!prefer!a!room!with!the!following!view:!
! a)!Ocean!view!
! b)!Mountain/Jungle!
! c)!Interior/Courtyard!
! d)!Doesn’t!Matter!
!
28.!I!prefer!a!room!that!is!located!on!the!following!floor:!
! a)!Ground/Low!Level!
! b)!Second!Story/Mid!Level!
! c)!High!Level!
! d)!Doesn’t!Matter!
29.!When!traveling!internationally,!I!typically:!
! a)!Rent!a!car!!
! b)!Hire!a!local!driver!(dedicated)!
! c)!Use!Taxi’s!
! d)!Walk,!bike,!other!
! !
30.!When!traveling!internationally,!I!prefer:!
! a)!Guided!tours!!
! b)!Exploring!on!my!own!
! c)!Both!
! d)!Neither,!I!stay!on!property!
(
(

!
!
59!
About(Me(
Tell#us#a#little#about#yourself!
31.!Age!
! a)!21=30!
! b)!31=40!!
! c)!41=50!
! d)!50+!
!
32.!Annual!Income!
! a)!100k+!
! b)!75k=100k!!
! c)!50k=75k!
! d)!25k=50k!
!
32.!Employment!
! a)!Full=time!
! b)!Part=time!!
! c)!Retired!
! d)!Student/Not!working!
!
32.!Education!
! a)!Graduate!Degree!
! b)!Undergraduate!Degree!!
! c)!Some!College!
! d)!High=School!Graduate!
!
33.!Number!of!vacations!per!year!
! a)!1=2!
! b)!2=3!
! c)!3=4!
! d)!4!or!more!
(
5.4.3(Secondary(Research(
(
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!utilize!a!number!of!secondary!
research! vehicles! to! further! strengthen! our! understanding! of! the! marketplace! and!
competition.! Some! of! the! organizations! that! will! supply! us! with! critical! data! are!
organizations! for! which! we! will! become! active! members,! such! as! Caturgua,! Chamber! of!
Tourism!Guanacaste!and!the!International!Hotel!&!Restaurant!Association.!Others!such!as!
the!World!Travel!&!Tourism!Council!(WTTC)!provide!information!for!purchase!without!a!
membership!requirement.!

!
!
60!
5.4.4(Secondary(Source:(Caturgua,(Chamber(of(Tourism(Guanacaste!
(
! This!is!the!principal!regional!organization!for!those!in!the!hospitality!and!tourism!
business!with!the!stated!mission!to!“…assure!inhabitants,!the!business!sector!and!tourists!
that!Guanacaste!is!one!of!the!best!places!for!living,!visiting!and!doing!business”!(Caturgua).!
The!Chamber!also!has!the!stated!goal!of!having!“…an!important!network!of!contacts…of!all!
types!of!companies…that!represents!the!interests!of!the!entire!tourism!sector.!!
! Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!will!join!Caturgua!as!it!represents!the!
area!where!the!hotel!will!be!located.!The!Chamber!issues!two!monthly!bulletins!to!affiliate!
subscribers.! One! is! about! infrastructure! improvements! and! projects! and! the! other! is! a!
marketing!bulletin!that!includes!“…news!about!affiliates!and!about!the!several!marketing!
tools!that!we!can!offer!you”.!Primary!data!obtained!through!Caturgua!is!a!follows:!! !
• News!that!Costa!Rica!ranked!5th!in!Environmental!Development!Index,!an!
instrument! applied! to! 149! countries! to! measure! performance! in! relevant!
matters! related! to! the! environment,! pollution,! water! resources,! renewable!
resources,!biodiversity,!habitat!and!climate!change.!This!is!an!important!fact!
that!can!be!used!in!marketing!and!reinforcement!of!green!initiatives.!
(
(
(
(
(
(
(
(
(
(
(
(
(

!
!
61!
5.4.5(Secondary(Source:(World(Travel(&(Tourism(Council((WTTC)(
! !
! The!World!Travel!&!Tourism!Council!(WTTC)!“…is!the!forum!for!business!leaders!in!
the! Travel! &! Tourism! industry”(Our).! With! representatives! from! all! over! the! world! the!
WTTC!represents!tourism!businesses!employing!over!“…235!million!people!and!generating!
over! 9%! of! world! GDP”.! There! is! an! enormous! amount! of! data! and! statistical! research!
conducted!by!the!WTTC!including!position!papers!like!one!released!last!month!in!the!midst!
of!the!affects!of!the!volcanic!ash!catastrophe.!This!type!of!information!is!especially!useful!
when!operating!in!regions!of!the!world!where!volcanic!activity!is!common!such!as!Costa!
Rica.!
(
5.4.6(Secondary(Source:(International(Hotel(&(Restaurant(Association(
! The!International!Hotel!&!Restaurant!Association!is!the!“!only!global!business!
organization!representing!the!hospitality!industry!worldwide…estimated!to!comprise!
Membership!by(Market(Segment!

!
!
62!
300,000!hotels!and!8!million!restaurants,!employ!60!million!people!and!contribute!950!
billion!USD!annually!to!the!global!economy”(“IH&RA”).!
Through!newsletters,!articles,!and!industry!updates!the!IHRA!generates!a!wealth!of!
information!that!can!be!used!for!secondary!research!across!a!broad!sector!of!the!industry.!
Recent!news!includes!new!hotel!openings!throughout!the!world!by!various!brands;!the!
pros!and!con’s!of!self=service!kiosks;!and!how!to!get!the!most!out!of!online/video!
marketing.!!

!
!
63!
6.0(Comparative(Analysis!
(
! A!comprehensive!comparative!analysis!was!conducted!comparing!Pura!Vida!Resort!
Costa!Rica!@!Playa!del!Coco!with!that!of!competing!hotels.!The!comparison!focused!on!the!
following:!!
1. Distance(from(Pura(Vida(Resort(Costa(Rica(@(Playa(del(Coco(
2. Location((OceanJfront,(OceanJview,(Jungle/Mountain(View,(InJTown(View)(
3. Number(of(rooms(
4. Room(types(
5. Room(rates(
6. Restaurant(Style(
7. (Restaurant(Hours(of(Operation(
8. Availability(of(optional(services/amenities:(Pool,(Jacuzzi,(Spa(Services,(Fitness(
Center,(Meeting(Space,(Tour(Desk,(Airport(Shuttle(Service,(WiFi,(
Cable/Satellite(TV(
! As!the!chart!on!the!following!page!indicates,!there!are!multiple!hotels!within!
walking!distance!of!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco!of!which!only!one,!Café!
de!Playa!is!a!formidable!threat!due!to!its!prime!ocean=front!location.!Café!de!Playa!however!
can!be!considered!a!restaurant!with!hotel!rooms!(a!total!of!5)!and!not!a!hotel!with!a!
restaurant.!!!
! The!other!hotels!nearby!include!the!eight!room!Laura’s!House!B&B!and!the!Coco!
Beach!Hotel.!Of!these!two,!Coco!Beach!Hotel!is!closer!in!quality!but!its!in=town!location!
(located!on!the!typically!congested!main!road!in!the!center!of!town)!lacks!the!type!of!
seclusion!envisioned!for!Pura!Vida!Resort!Costa!Rica!@!Playa!del!Coco.!

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