The True Cost of Waiting
“A year from now you will wish you had started today.” Karen Lamb
So, you’ve decided it’s time to renovate, build or rebuild all or part of your tourism destination to capitalise on the growing number of tourist flocking to your region.
You’ve met with an architect, the plans are drawn up, you’re feeling excited! It’s all going to happen, and business is going to boom. But then everything slowly grinds to a halt. The reasons vary. You or a key member of staff gets ill, or suddenly business is booming and you don’t have the time to focus on any new projects.
All too often though it’s the reverse. It’s often because business has gone quiet and cash flow has dried up. You’re struggling to fill your rooms, so have taken to slashing prices in a hope of generating some revenue but now the quality of clientele you’re attracting is damaging your brand image. Your dining area, cellar door or conference facility is so tired and dated that attracting customers is becoming more and more difficult. Your standards start to drop, staff start to leave and even more customers shy away. It is a downward spiral.
At the end of the day, the very reason you approached an architect and drew up those plans was to create something better. To breathe new life into your destination and making it a place that you can feel proud of and that customers will want to spend time at.
Customers will pay more for a refurbished room that is comfortable, clean and well-appointed. An inviting dining area, well-designed conference facility or personalised cellar door will make visitors feel welcome, encourage them to stay longer and hopefully, buy a little more than they had planned. Great design will better reflect your brand image and will ultimately make your venue a destination of choice amongst the key target market you want to attract.
While the initial costs of your project may seem high, or even downright extravagant, it’s important to remember that your competitors are not standing still. Smart operators are meeting the changing needs of the tourist market head on; adapting their offer to suit current trends and meeting, if not exceeding, customer expectations. They understand the need to invest to remain current and relevant; and that their venue is the crux of that investment. The best marketing, the flashiest website or the quirkiest offer will be wasted if the customer experience doesn’t live up to expectations from the moment they arrive until the moment they leave.
“By changing nothing, nothing changes.” Tony Robbins
When money is a significant factor in reaching a go / no go decision, it’s important to remember that you have choice. You can break your project down into manageable chunks that create minimal impact on the business and that will deliver value quickly in the short term; creating the cash flow for the next phase in your project.
As the tourism destination experts, Studio S2 understand the sector like no other. Through years of experience working in Australia’s tourist mecca – Queensland – we know what it takes to create destinations that engage not only customers, but also staff and the broader community alike.
It’s through this experience that we can work with you to tailor an approach that minimises the impact on your business through smart planning, expediting council approval and efficient process management from start to finish.
Remember, on average, it can take between 12 to 18 months from start to finish on simpler projects and up to 5 years or more on larger projects. How well is your business going to be doing then? If you think it’s struggling now, it’s not going to get better without some serious intervention from you.