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 don’t 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

Pres

ently

hou

ses

23 c

ourt

sFour 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 StructureCategory Pricing

Guests $20 per hour for the first 2 hrs. $10 for each additional hrs.

Students(18 and under)

$10 per hour for the first 2 hrs. $5 for each additional hrs.

Tennis Rental $10 per hour

Ball Machine Rental(includes court fee)

$70 per hour

Lighted Courts(for evening play)

$40 per hour

Tennis Plans

4-day Plan7-day Plan

(available at all times except during March and April)

$130$230

Beach Tennis

Har-Tru Court

ClayTech Court

Recommendation

Pricing Modulation

with extended evening hours

per day

New Courts

Innovative Solutions

Increased per court/

per hour

charges

Differential

Pricing

2 Hard Courts to Clay Court Conversion in staggered manner

3 Dunlop Fort Clay Courts

Microsoft Office Excel Worksheet

Recommendation (contd.)

For Clay court: Singles

charges for students to

$15/hr

For Clay court: Singles

charges for guests to $25/hr

For clay court: Doubles charges $30/ 2 hours for

guests and $20 / 2 hours for students

Same Pricing Structure for hard courts

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

Premium Pricing• Only one price

for Singles/ Doubles $35/ hr for both students and guests

Flat Pricing• No discount

after initial 2 hours