Thunderbird Golf Resort - Poro Point. A New Shining Star in the Philippines (2008)

In early 2008, Republic of the Philippines’ President Gloria Macapagal Arroyo formally opened the first phase of the Thunderbird Resort – Poro Point leisure and tourism complex located in San Fernando, La Union, Philippines.  This new resort, complete with a 9-hole golf course, entertainment and  casino, is intended to put La Union on the world map of major tourist destinations. 

While pledging to invest $100 million over a 25-year period, Thunderbird has also contributed $10 million for the upgrade of the San Fernando Airport, which will enable it to accommodate larger aircraft like Airbus 320 and Boeing 737’s.   

Strategically positioned in the Poro Point Special Economic and Freeport Zone, Thunderbird Resorts - Poro Point is home of The Cliffs Golf Course & Beach Club and Fiesta Casino.  It is part of the Philippine government’s plan for San Fernando, La Union, to be developed into a tourism attraction that can compete with Phuket and Bali. Home of the Voice of America (VOA) and a former US military station, Poro Point’s close proximity to other Asian countries and territories like Malaysia, Thailand, Vietnam, Taiwan, Macau, Canton, Hong Kong, and Japan makes it an ideal destination for commercial service to the Asian market.

Prior to their ventures into the Philippines, Thunderbird Hotels & Resorts has been the leading gaming and integrated resort company in Central America.  In just a decade, they have made great strides in successfully developing new business opportunities while experiencing substantial growth:

• Established dynamic, themed, and integrated resort venues anchored by a total of 24 gaming and casino businesses in eight countries: Peru, Panama, Nicaragua, Guatemala, Costa Rica, India, Poland and the Philippines.
• Collectively, Thunderbird Resorts offers 3,800 slot machines, and 1,300 table positions.
• Market share leader in Peru, Panama, Costa Rica, Nicaragua, and Guatemala.
• The Fiesta Casino at the El Panama Hotel is now one of the largest revenue producing casinos in Latin America.
• Two operations have been opened in the Philippines which will serve as a platform to the entire Southeast Asian market (Thunderbird Resorts – Rizal & Thunderbird Resorts – Poro Point).
• Successful development of non-gaming entertainment businesses. Eight bars collectively serve over 10,000 beverages per day.  The first restaurant within the company serves 15,000 meals a month. The Performing Arts division has produced dancing and musical shows drawing worldwide talent.
• There are over 4,500 international employees within Thunderbird Resorts subsidiaries and affiliate companies.
• Thunderbird Resorts manage over US $125 million in gaming revenues.
• Currently, there are two hotels and resorts under construction with a pipeline of over $85 million global projects.

 

I had the pleasure of spending a couple weeks at the Poro Point property as they prepared for their Grand Opening in May 2008.   Below are a few questions I had for them as they went through their first full month of operations:

-        [BH] What are the venues at Poro Point?

[Thunderbird]  Thunderbird Resorts - Poro Point features a world-class casino, a 36-room luxury hotel, a par 36 9-hole Golf Course, watersports and fine-dining and restaurant, bar and entertainment facilities.

-        [BH] The Poro Point property is a 5 hour drive from Manila.  Where is the property expected guests coming from? 

[Thunderbird]  Most of the current guests are locals in the Northern provinces of the Philippines.  With its growing visibility, there have been a number of Manila-based clients who are being drawn to the resort to experience this new destination.  Upon the opening of the San Fernando Airport in August, foreign guests are expected to come from the Asia Pacific region - namely Taiwan, China, Japan, Korea, Malaysia, Singapore, Vietnam and Thailand.

-        [BH] Golf is a part of the Poro Point property in La Union, Philippines.  This is the first Thunderbird property with Golf.  Have there been any unique challenges implementing golf into the group? 

[Thunderbird]  Thunderbird Resorts partnered up with International Management Group (IMG) as the golf course design consultants, in order to provide expert golf course design and offer the most unique golf experience for its members; on the other hand, Sta. Elena Properties, the leading provider of golf services and facilities in the country, has also been contracted for the maintenance of the golf course, in order to set benchmarks on providing the most aesthetically pleasing fairway.

-         [BH] Along with the new golf facilities comes a unique need to source a golf solution.   Have there been any challenges in finding appropriate Golf & Membership software?

[Thunderbird]  It’s nothing but the best for Thunderbird Resorts, as we have invested in the Concept Software System, a leading supplier of systems for golf and leisure facilities. Our current software supports the golf component of the company, and later down the line, can support our spa and other leisure services.

-        [BH] IT Plays an important role in the success of a multinational organization. What has been the resorts experience in sourcing PMS and POS Solutions in the Philippines?

[Thunderbird]  As far as IT is concerned, we never encountered great challenges in sourcing PMS and POS Solutions since the Micros & Opera systems have already been in place in our other properties in Latin America. When we ventured to the Philippines, the first thing that we did was to check if Micros had a presence in this country. Luckily they have already established their niche here - that made things easier for us.

-        [BH] Has the Property's remote location had an impact on finding qualified IT & Managerial Staffing?

[Thunderbird] In a way yes, but when we hire people in IT, they first need to meet the minimum requirements, and then they undergo a rigorous training to acquire the needed skill and expertise. The training is anchored on prescribed company policies and procedures.

I appreciate the time the management team at Thunderbird Resort – Poro Point gave to me during the course of recent months.

KUAM-TV Guam discusses Golf Club Management Systems

IT강국으로 알려진 한국에서 스파 경영은 아직도 운영 효율성과 수익성이 과제다.

from Spa Life Korea

July/August 2009

IT강국으로 알려진 한국에서 스파 경영은 아직도 운영 효율성과 수익성이 과제다. 적절한 소프트웨어 솔루션을 선택해 사용하면 시간과, 비용 면에서 놀라운 효과를 볼 수 있다고 한다. 스파 경영관리 프로그램 개발 27년 베테랑으로 세계 50여 국가에서 프로젝트를 수행한 Bill Healey 컨셉소프트웨어 기술책임자를 만나 IT와 스파 경영 효율화에 관해 대화를 나누었다.

RM模式下的果岭收入 - Revenue Management in Golf

RM模式下的果岭收入 【引言】 收入管理（Revenue Management，简称RM）是通过对数据库中打球预定的定价管理，实现高尔夫场所利益最大化的一种商业工具。20世纪80年代，为了应对低价竞争和不断上升的运行成本，国际航空业已经开始使用这种管理模式。后来，住宿和汽车租赁行业也开始采纳这种管理模式。通过使用科技，RM可成功管理并提高果岭费用的收入。 在高尔夫中应用RM就是在适当的时间、以适当的价格向适当的高尔夫球手出售打球时间。它可以提供与球手支付能力和意愿相匹配的打球时间。RM也可以降低由于不当定价或球场利润出现非预期衰退所产生的不利影响。 打球时间与外部系统相融合可以大量增加收入，比如旅游网站（航空线、旅游局）、社会网络（Twitter和Facebook）以及短信等都可以有效地提醒高尔夫球手打球时间的相关事项。 多数高尔夫球场所认为每周打球时间的需求各不相同。有时，打球时间供不应求，有时又一般，甚至需求非常低。 通过球场数据分析，高尔夫管理可以设定价格策略，分级别管理需求。需求旺盛时，提高价格，使供需相适应。大多数情况下，周末和早晨打球比较多。需求变少时，可以降低价格，鼓励高尔夫球手在周内或下午打球。这样不仅能保证旺季的高收益率，而且能够增加淡季的打球率。 RM定价案例 在本案例分析中，有些数据进行了比例缩减。总结如下： 高尔夫球手分类 · 会员 · 度假游客 · 当地游客 季节分类 · 旺季   5月1日——9月30日 · 淡季   10月1日——4月30日 时间段 · 周末早晨 （旺季） · 周末下午 （旺季） · 周内早晨 （旺季） · 周内下午 （旺季） · 周末早晨 （淡季） · 周末下午 （淡季） · 周内早晨 （淡季） · 周内下午 （淡季） 会员+度假游客  球场的主要收入来源 大多数高尔夫球场针对终身会员是不收取果岭费的，对会员收取固定低价（不附加任何限制）。在大多数情况下，应用收入管理需要在会员享受的优惠条件上做文章，简单的普通定价表如下所示： 日期段 时间段 定价 提前预定时间 没有限制 没有限制 免费（或低价） 90天高级预定时间 与会员不同的是，度假游客一般都有最长的提前打球预定时间。因为高尔夫也和公司或私人旅游预定一样，需要提前几个月预定。 度假游客通常都有能力并愿意在旅游旺季时支付知名球会高价果岭费，比如周末早晨和节假日。然而旅行球手通常会选择最好的天气和最适宜的条件出行。因此，高尔夫管理有望在旺季周末对度假游客收取较高费用。 如下表所示，度假高尔夫球手在旺季周末早晨需支付180美元；淡季周内早晨，只需支付65美元。这就会促使一些预算意识较强的旅行者改变计划，选择在淡季出行。使定价有所区分就能保证在高价的旺季游客不断，在淡季也有可持续发展率和收益能力。这样高尔夫场所的收益就会不断增加。 季节 时间段 价格 提前预定时间 旺季 周末早晨 $180 9个月 旺季 周末下午 $150 9个月 旺季 周内早晨 $120 9个月 旺季 周内下午 $90 9个月 淡季 周末早晨 $110 9个月 淡季 周末下午 $75 9个月 淡季 周内早晨 $65 9个月 淡季 周内下午 $50 9个月 “通过分析适当的球场需求数据，高尔夫管理可以设定价格策略。分级别管理需求。需求旺盛时，提高价格，使供需相适应。” 通常对度假游客的限制是：他们必须预定高尔夫场所的注册酒店。取消住宿预定将一并取消打球时间的预定。 当地游客  填补球场最后的空白 当地游客通常不愿意支付高果岭费，也不会在酒店住宿或者享用高级食品和饮料。但是，可以鼓励他们支付少量果岭费用（填充最后一分钟的空白），以加强球场的利润。 如下表所示，当地游客可以提前三周以度假游客的果岭价格预定打球时间。例如，度假游客和当地游客都可以在旺季周末的早晨预定180美元的打球时间。度假游客有提前9个月的预定时间，但是当地游客只有提前三周的预定时间。另外，度假游客还在住宿区预定了住宿房间。（当地游客可以通过在住宿区预定房间升级为度假游客）。 在这个案例中，如果当地游客不能提前2天预定打球时间，就会有一个价格分段。提供这种折扣主要是为了填充场所中短期打球的空白。 为了在高峰期的周末早晨预定打球时间，当地游客可以进行如下三项选择： · 以度假游客的身份提前9个月预定全价票（180美元） · 提前三周预定全价票（180美元）（无需预定住宿） · 提前2天预定打折票（120美元） 这样，当地游客就可以填补空白。 季节 日时间段 价格 提前预定时间 旺季 周末早晨 $180 3天 旺季 周末早晨 $120 2天 旺季 周末下午 $150 3天 旺季 周末下午 $95 2天 旺季 周内早晨 $120 3天 旺季 周内早晨 $75 2天 旺季 周内下午 $90 3天 旺季 周内下午 $70 2天 淡季 周末早晨 $110 2天 淡季 周末早晨 $70 2天 淡季 周末下午 $75 2天 淡季 周末下午 $65 2天 淡季 周内早晨 $75 2天 淡季 周内早晨 $50 2天 淡季 周内下午 $50 2天 淡季 周内下午 $40 2天 忠诚的当地高尔夫球手为球场一天的空缺时间、或者未来一到两天的剩余打球时间提供了机会。这种方案实现了球场利益的最大化。可以通过发邮件、Twitter 、Facebook或者发短信的方法通知注册球手空余时间果岭费用的打折信息。 收入管理确实增加了果岭费用率的复杂程度，他要求在执行计划之前，进行详细的调查和计划。 其他收入管理方法 果岭费定价体系的建立，应当考虑到以下因素： · 为两个、三个或者四个球员提供折扣价。以全价为180美元为例，如果球手同时预定，球场可能给第二个、第三个、第四个球手分别提供170美元、150美元和120美元的价格。或者单人180美元，两人350美元，三人500美元，四人620美元。这样就能鼓励球手们集体预定。 · 取消费用是增加收益的另一种方法。它还可以用于新的预定。该计划将提供取消费用的多个级别。例如： ----  打球时间的4周内取消预定，30%的取消费用 ----  2周内取消，50%的取消费用 ----  2周以后取消，100%的取消费用 取消费用的目的是保护场所收益，预防高尔夫球手临时改变计划。场所给他们提供了方便的提前预定和确认时间，随着打球时间不断临近，球场卖出高价票的可能性也在不断减小。 以上的例子是运用RM模式发展的一个举例。也许不只有三种高尔夫球手分类，而且对于这些分类，也不是只有一种打折率。 收入管理确实增加了果岭费用率的复杂程度，他要求在执行计划之前，进行详细的调查和计划。但是行业研究表明，精心设计的RM模式至少增加了公司2%的收入。（文/Bill Healey） Bill Healey从事高尔夫娱乐系统市场，具有世界范围内的高尔夫球场顾问经验。他除了给亚洲高尔夫商讯供稿外，还是拉斯维加斯游戏娱乐技术杂志的编辑。