V. Relate to Class
This resort relates closely to everything we have discussed so far in class. The first example of how the Chateau Elan Winery & Resort relates to what has been discussed in class is how they use their golf course. “Golf courses can serve many purposes. Because of their attractiveness to growing numbers of people, they may help the marketing effort in selling a resort.” (Mill, 192) The resort does in fact use their golf course as a marketing tool. As soon as you enter their website, right on the homepage there is an advertisement to join their ‘preferred player program’ which gives you the ability to schedule tee times in advance, also you receive discounts on food and beverage and several other discounts that the average golfer would fancy.
The second example of how this resort relates to what has been discussed in class is their extensive list of activities. They offer something for everyone and most are non-competitive and ensure a good time. “The activity should be fun, it is something the guest chooses to do, and the guest should receive some benefit from it. If these conditions are not adhered to, the guest will not fully enjoy the activity and their stay will be less enjoyable than it could be.” (Mill, 326)
The third example of how the Chateau Elan Winery & Resort relates to what has been discussed in class is the fact that the have a very high end spa. Health and relaxation are becoming a huge part of our culture and the ability to offer it on the premises is crucial. “Having a spa at a resort seems to have economic advantages for the property. Resort General Managers indicate that the spa enhances the following aspects of their business: room rate by 57%, the perceived value for money by 70%, occupancy by 73%, length of stay by 43%, marketing advantage by 97%, revenue per occupied room by 83%, and number of people per occupied room by 21%” (Mill, 397)
Our fourth example is related to tennis and golf. The resort uses different pricing for members/resort guests as non members. This is a good idea as members have the same benefits as guests, but non members do not. The text states “dealing with two market segments-residents and resort guests can be problematic. This situation can be handled as it is with golf-by giving residents priority scheduling and setting different fee stucture for each.” (Mill, 299)
Our final example relates to having a wide range of activities so that all guests can be entertained. We feel that Chateau Elan does this very well and has an almost unlimited array of amenities and activities. This coincides with this quote from the text “the resort of the twenty-first century will have numerous amenities and offer something for everyone, especially opportunities to do things that guests cannot or would not do at home.” (Mill, 428).
