Keeping the Older Resort Fit

by Suzanne Downey
VP Business Development
Creative Design Concepts, Inc.

With the growth of new resorts, new brands, acquisitions and new exchange programs, older resorts sometimes struggle to keep up with the competition. The older resorts, like me as an older boomer, need to put forth a little extra effort to keep healthy and fit.

That having been said, let’s first talk about the great benefits that older resorts have going for them.

Resorts that were either purpose built or conversions when timeshare was just starting to become popular often have some of the most desirable locations. Many are right on the beach, in ski areas, located on golf courses or situated in other interesting and desirable areas. These may be cities such as San Francisco and Lake Tahoe.

Many of the older resorts we have visited are nearly or completely sold out. A significant number of the owners return to their home resort year after year for the same week and have developed a sense of community with the other owners. They are on a first name basis with all of the staff, giving the resort more of a family feeling. Additionally some exchange guests prefer this intimate atmosphere over the often less personal feel of new and larger resorts.

Larger units with more square footage are another benefit that typifies older properties. Often older resorts will have units the size of large condos, with multiple floors, walk in closets and large patios.

Even with all the benefits that older resorts have, it will not be enough, over time, to keep resort ratings high and owners coming back to these locations. Just like that old Mercedes which could become a classic, but will become just be another run down old car if not properly maintained. Older resorts will have to address a number of issues in both their units and public spaces. This does not mean just a cosmetic spiff up.

We cannot deny that the new purpose built resorts offer amenities that were not available when older properties were built or converted. Many have spas, large fitness centers, water parks, concierge services and more. Not to mention the new electronics; they have wireless Internet, flat panel televisions and DVDs to name only a few.

Older resorts, often because of budget constraints, renovate only as needed. Our firm has been involved with many resort renovations and feels it is very important to have a comprehensive Master Design Plan; even it needs to be implemented over a few years. This will insure that the reserve dollars are spent wisely. So let’s review some of the more important renovation issues endemic to older properties that certainly will need to be addressed, starting with the units.

KITCHENS AND BATHROOMS
The most important elements in units are the kitchens and bathrooms. Owners and exchange guests can forgive a lot, but old, dingy unappealing kitchens and bathrooms are not one of them. Guests want clean and workable kitchens and clean neat bathrooms. Though one of the more costly categories in a renovation, and a time consuming process, it will become a must for the future success of your resort.

Resorts will need to do the following:
• Replace old appliances
• Replace worn fixtures - Faucets, Sinks, Water closets, Bath/Shower tubs
• Add decorative mirrors and light fixtures
• Install granite countertops if the budget allows
Granite is now as affordable as any solid surface materials
If granite is not in the budget there are new laminate products on the market that look like stone and will update the feel of these areas
• Any vinyl flooring should be upgraded to tile

AUDIO VISUAL
Most homes now have entertainment centers. Owners and exchange guests expect the same on their vacations. Some of the elements they will expect are:
• Larger flat panel televisions
• Televisions in all bedrooms
• DVD/CD players

WALLCOVERING AND PAINTING
Old wall coverings are one of the major visual effects that will date a unit. If your brand standards require the use of wall covering in some areas, try to select neutral vinyls that will not become outdated within a few years and always specify a commercial grade product.

Painting is an easy and inexpensive way to make your units look fresh and clean. Use accent walls in living rooms and bedrooms to add interest to the unit. If budget permits remove popcorn ceilings and retexture with a knockdown finish.

LIGHTING
Lighting is also very important in both units and public spaces. Lighting affects the way you feel about a space. Dark, dingy units and corridors are a turn-off to owners and exchange guests. Many of the properties we have renovated had poor lighting throughout. For instance, where there is only room for one nightstand in the bedroom, add a wall sconce on the other side to give more reading light. Add a floor lamp behind a sectional sofa to give more light or add a light kit to the ceiling fan. Another way to add light to dark units is by the use of sheers in the window treatment. When closed they let in the light but still provide a sense of privacy. If there is fluorescent lighting in the corridors add incandescent wall sconces. This will create more light, adding interest to the long straight spaces and give them a more inviting feel.

FURNISHINGS
As I mentioned, and cannot stress enough, our firm believes that it is imperative for resorts to have a design plan before beginning a renovation, even if it will need to be implemented over several years. When selecting your carpet, case goods, soft goods, upholstered items and window coverings make sure that along with the residential feel they will meet the commercial quality standards to withstand the use and abuse they most certainly will receive. Do a little research on the products before beginning. At the end of the day it will be a cost per mile event. Quality never goes out of style.

Along with bringing the units up to current standards, there are items that should be addressed for the property in general. It is important for owners and guests to be impressed with the resort upon arrival. Painting the exterior will give the buildings a fresh, clean feel just like it does in the units. The look of the exterior will also be enhanced be upgrading the landscaping and keeping it well maintained. If budget allows, explore the idea of upgrading the Porte Cochere to create a more inviting sense of arrival.

Invest in a water feature at the entrance to bring a sense of tranquility to the space.

There are also a few amenities that can be added to the public spaces to help bring the resort up to current expectations. If the property does not have the ability and/or budget to become completely wireless, look for some way to add a wi-fi area and a small business center. At the very least have a few computers available to your owners and guests. Everyone wants to check their e-mail. A small fitness center is also a great amenity. The total gym concept does not take up much space. Add to that a few free weights and exercise balls.

Now that all your reserve money and more has been allocated, resort managers will have to sell all these wonderful upgrades to the Board of Directors and ultimately the owners. This is often challenging and not an easy thing to do. Management companies and resort personnel will need to convince their owners that all these changes are ultimately in their best interest. Hire an interior design firm that specializes in timeshare design. They can help define what needs to be done and where the dollars will be best spent now and in the future. They can also provide renderings, color boards and other visual materials for presentation to management, Board of Directors and the Owners. Another good idea is to install a model unit. That way everyone can view how the refurbished unit will look before committing to a renovation of the entire property.

In the near future it will not be a question of “IF” older resorts are going to embrace these improvements, only a question of “WHEN”. Management companies, resort management personnel and the Boards of Directors need to start discussing as a team how to bring this about. The interior design firm brings the expertise to the team and will help guide the direction of the entire project. They will interact with the other professional elements that will be needed. This will ensure the smooth and least disruptive (to both guests and management) way to accomplish the renovation that will keep your older resort healthy. So now this boomer is off to the gym with new resolve to keep myself as fit and in shape as an older resort should be.