Right Time, Right Place, Right Idea
Timing for The Florida Everglades Resort (FER) is unique and advantageous. In the current recovery from the worldwide recessionary economy, it is anticipated that the construction costs will be significantly reduced until a full recovery is made. In addition, once the resort is opened in early 2013 the economic environment is anticipated to be extremely favorable.
As 2009 drew to a close, Smith Travel Research issued a forecast calling for the U.S. hotel industry’s rates, revenue, and occupancy to begin a recovery in 2011 with a robust environment blossoming in 2012.
The initial market focus of the Florida Everglades Resort will be the 84 million tourists that visit Florida Annually. 15% of Florida visitors originate outside the United States. Nature-based tourism currently accounts for approximately 5% of the total, or roughly 4 million eco-tourists per year. The combined market spends an estimated $200 – $300 per-person, per-day. This translates into a current total market value of $400 – $600 million.
The Resort will be surrounded by the Everglades which already attracts over 1.2 million visitors per year. The Park is an international icon with little to no visitor services and accommodations. Florida Everglades Resort is on 15 acres leased from the Seminole Tribe. It took years to negotiate and agree to terms. However, because this unusual arrangement has come to fruition, it ensures that the FER will have a monopoly in this unique setting being the only high-end accommodations within proximity to the wonders of nature in the Everglades for years to come.
The close proximity (60 minutes) to Miami International Airport (the third busiest U.S. airport in international arrivals and ranked 15th in total passengers) is a significant advantage. However, combine that with the busy airports of Fort Lauderdale (45 minutes), West Palm Beach (90 minutes) as well as 
Orlando (2.5 hours) and the airlift available to serve the property is unmatched south of New York’s five airports.
Market Segments
The major market segments that will be targeted will be:
40% Groups & Meetings
45% Leisure
15% Tour & Travel
Many federal, state and local governmental entities, as well as enlightened businesses and corporations, have mandated that when planning meetings, conferences and conventions one of the deciding factors must be the host facility’s environmental impact. They demand eco-friendly accommodations and facilities. FER will be LEED certified platinum with a zero carbon footprint.
Various subsets of the targeted market segments outlined above will be targeted and eagerly pursued. These include families, destination weddings, groups, meetings, incentives as well as nature-based tourism and special interest market segments focused on wildlife, botany, fishing, hiking, biking, photography, and Native American culture, to name only a few.
Packaging
FER will feature a number of prepackaged and food and beverage included packages designed specifically for individual market segments. These packages will include modified American and full American meal plans as well as intensive, unique education programs such as:
Seminole Tribe History and Heritage
Everglades Flora, Fauna and Environment
Everglades Past, Present and Future
National Audubon Society Certified Courses and CurriculumJohn Autobahn’s Technique, Style and Impact
Fashioning Artificial Flies, Lures and Bates for Big Bass
Marketing/Advertising/Promotional Tools
The marketing budget will be leveraged to produce the widest possible impact in both domestic and international markets.
The two most significant marketing tools for Florida Everglades Resort will be electronic media (online, social media, mobile media, twitter, face book, niche websites, kayak, Expedia, Hot Wire, Travel Advisor, Travelocity, etc.) and Public Relations. While some traditional media will be utilized, the vast majority of the marketing hard dollar budget will be in these two areas. Public Relations will take the form of travel writer, travel influencer, travel agent, travel consortia familiarization trips, cooperative promotions with green suppliers and products, eco-publication feature articles in National Geographic, Autobahn, Birding and similar nature publications.
