Case Study

Resort & Spa

The Fire

  • A prominent $60MM Resort & Spa located in North Carolina with a formal 5-star restaurant and casual dining BBQ/sports bar was experiencing diminishing margins.
  • The fine dining restaurant was under-utilized due to public perceptions of cost, access and menu.
  • The BBQ/sports bar had limited service, poor sports bar appeal (no tap beer, as an example) and an unclear marketing message.

The Rescue

  • As Interim CEO/GM, worked with both the Hotel Manager and Executive Chef to assess local competitive, culinary and perception issues in the effort to increase foot traffic.
  • Assessed BBQ/sports bar’s mixed messaging, failed management initiatives, and F&B mix.
  • Repositioned fine dining restaurant to improve customer appeal.
  • Hosted multiple wine & dinner events to reaffirm public accessibility.

The Result

  • Fine dining patronage improved along with reducing perceptions of “snootiness”.
  • BBQ/sports bar revenue increased 50% with improvements and the addition of weekend entertainment.
  • Improved satisfaction among patrons and culinary, leadership and staff.