Playa Dorada Beach & Resort

Playa Dorada Beach & Resort

PD resort was formed in the early 1990s Consisted of Housing development and Hotel property with amenities Development of resort was done in 6 stages
First units were built in 1993 By 2006, 4 stages were completed and sold out In 2007, 150 villa units were under construction Final stage of 125 villa units

Main revenue came from the sale of villas

Other Facilities
127-unit oceanfront hotel An Olympic-size swimming pool An 18-hole golf course A marina with 112 boat slips 23 tennis courts Several food and beverages facilities

Industry Overview
US lodging industry witnessed remarkable growth during mid 1990s where operating margin increased from 25% to 27.3% Amenities along with lodging attracted tourism both domestic and internationally The industry moved out of the effect of economic downturn by 2003 People bought their second homes with various amenities and added facilities so that they dont have to move out of home Also renting of homes to vacationers became a common practice

Vacationers @ Playa Dorada

Average length of stay at PD ranged between 4 to 26 days with a mean of 9.2 days Average stay
First time visitors 7.1 days Repeat visitors 11.7 days

Guests engaged in 4.2 activities per day on an average in PD resort Main activity
First-time visitors Beach Swimming Repeat Visitors Golf (29.2%), Tennis (26.6%)

Tennis Play
Presently houses 23 courts
Four hard and four clay courts were built in 1993and updated in 1999 One hard and eight clay courts were developed in the year 2000 Six clay courts were added in January 2004

Pricing Structure
Category Guests Students (18 and under) Tennis Rental Pricing $20 per hour for the first 2 hrs. $10 for each additional hrs. $10 per hour for the first 2 hrs. $5 for each additional hrs. $10 per hour

Ball Machine Rental (includes court fee)

Lighted Courts (for evening play) Tennis Plans

$70 per hour

$40 per hour (available at all times except during March and April)

4-day Plan $130 7-day Plan $230

Recommendation
2 Hard Courts to Clay Court Conversion in staggered manner

Innovative Solutions

3 Dunlop Fort Clay Courts

New Courts Pricing Modulation with extended evening hours per day

Increased per court/ per hour charges

Differential Pricing

Recommendation (contd.)
For Clay court: Singles charges for students to $15/hr

Daily Happy Hours for 2 hrs for Students during MAYOCT for $12/hrs @Singles & $15/2 hrs @Doubles

For Clay court: Singles charges for guests to $25/hr

Same Pricing Structure for hard courts

For clay court: Doubles charges $30/ 2 hours for guests and $20 / 2 hours for students