Do you know what you want to be? Some years ago, while we were meeting with a large and prestigious international hotel chain, we were surprised to find, even they were confused about the differences between hotels and resorts.   At the time, we were programming a project which had all the makings of a resort, but they seemed to think the differences were purely semantic and not substantive. While it’s true that there can be a vast difference between a hotel and a resort, the terms may be mistakenly used interchangeably.

In our opinion, the word “Resort” is one of the most misused words in our industry.  To present themselves in a better light, many hotels have miraculously become resorts overnight, simply by changing their name! The buyer is smarter than that! Even more so today. Although they may not know with words, they know, and demonstrate their knowledge with their pocketbooks.

In an attempt to clarify the issues, we present the following graphic to explain what we believe are differences between hotels and resorts.  You will see the differences are not only semantic, but also physical,  experiential, and economically qualitative and quantitative.  Perhaps we can help you decide what you want to be?

At the far end of the spectrum are those who bolt headlong into risky attraction ventures without giving any thought to how many people will come or how much they will spend.  Those bold and brave souls often believe and may even say,…to abtain the full article please click here.

In addition, a true master plan looks at all aspects of a problem through time. It states today’s existing conditions, including problems, issues, wants and needs, and at the other end of the time spectrum it points a direction by stating what can and should be tomorrow’s vision. It then fills in a series of steps over time, called “phases”, depicting future conditions which are consistent with that stated vision.

Each set of criteria is graphically shown on a drawing, diagram, or other written document, so that a team can participate in the creation, review, and production of the projects vision. 

Michael Lee Design has a great understanding of all the criteria necessary to produce master planning for the various attractions including, Theme Parks, Waterparks, Museums, Cultural Centers, Learning Facilities, and Resorts. If you have any questions regarding a Master Plan for your attraction project please contact Michael Lee Design.

Below is a simple diagram explaining the evolution of “Story”

Our process accounts for the experience factor, and begins with an understanding of the “story”.  More accurately it is a story, within a story, within a story. Some people call it vision, some call it theme, or background or reason d’être. In our business, it is simply called story.  It is not until you know and understand the story, including the underpinning history and underlying motivations that you can understand what to do physically, politically, financially, and so on. All of which gives you vision. There is an Asian saying which might be appropriate for the future of any project: 

“Vision without action is a daydream.

Action without vision is a nightmare!”

We see developments continually that have grown in haphazard ways, without much vision for the future, sometimes only with great faith. We also see people with vision but without means for action. We are always asked, “What is the potential?”  Our answer depends on both the means of action, and the vision so that the daydream can become reality without being a nightmare! Our action may seem peculiar to some, because we build the vision first, nearly simultaneously with the means of action. It’s like two people walking in the dark with only one flashlight between them. One is responsible for the vision, the other for the means of action.  One shines the light so the other can take a step forward, then passes the light to the other, who in turn does the same, and thus they progress. What is the means of action? It is the economics, the “numbers”, resources and returns, the money. What is the vision? It is in the experience, the “spirit”, or the “story”.  We build one and then the other going back and forth in what many think is an undisciplined process. Each relies upon the other. We test the vision with numbers, and we test the numbers with vision. 

“One of the most productive and cost effective techniques for evaluating the market and economic potential of a proposed public attraction project is the ATTRACTION CHARRETTE. It is normally a two-day brainstorming session, and its purpose is to fully explore the entertainment/exhibition/recreation/attendance potential of a development opportunity. In addition, a charrette also establishes preliminary financial and investment criteria by which the proposed project’s viability can be evaluated. The result of the charrette is a multi-disciplined overview of the project – its objectives, its themes and attraction/exhibition/presentation elements, its target audience, its location and market area. The charrette is a front-end tool to assist the client in assessing development opportunities; establishing rough order of magnitude development parameters including annual attendance and project sizing requirements; and identifying a rational investment target based on estimated operating revenues and expenses.”

You may abtain the full explanation document here.

As for BamaJam, well, what a success! The producer of the event Ronnie Gilley expected to see around 30 to 40 thousand people attend the 3 day event. After the 3 day event it was estimated that over 200,000 people attended, WOW! Very exciting for all those involved and who will reap the benefits of such an event. Here is an article about the success of the event.