Introduction
Lowland Heights Roadhouse will serve as a temporary lodging facility, restaurant, bar, and RV Park. The long-term objective is to provide a unique experience, utilizing personal service, the historic Roadhouse buildings, its unique location, and one of the most picturesque parts of South Central Weststate. We intend to be more that a great RV Park, hotel, restaurant, and bar. We will create an atmosphere of luxurious luxury that exceeds Dusty Corners’ standard. The internet will help us increase our visibility and introduce the Greenhorn Valley year-round to people who are not familiar with it. This will allow us maintain a higher than average occupancy and profit.
Localization
The Lowland Heights Roadhouse, located in South Central Weststate near the northern end of Greenhorn Valley, is surrounded on both sides by the Ombligo de Dios mountains range to the east and the Lost Pony Hills to the west. The Roadhouse can be found on Route 173, a major thoroughfare, approximately 52 miles north from Silver Gulch and 47 mi southwest of Friday Falls.
The Company
Lowland Heights Roadhouse is an established Motel and RV Park, and has been in operation for the last forty-four years as Thirsty Creek Lodge and The Lodge at Lowland Heights. After we took possession of the property and established ourselves for a few months, we added an additional restaurant to keep it open to hunters, tourists, and locals. The past four owners had only owned the property for two to three years each, the business has not been operated to its fullest capacity and was run down. We plan to add a coin-operated laundry service (washing, drying and folding), as well as a four-bay self-serve carwash next spring.
The Lowland Heights Roadhouse was a dba for Golden Cholla Enterprises LLC. This Weststate Corporation is owned by Tory Britts with the assistance of her husband Gisli.
Britts and Njerdginsyn will operate the Roadhouse as a hunting resort during the months of September to December. It will be open as a vacation resort from January to August the rest of the year. The lodge will remain open year-round, seven days a week, and 24 hours per day.
Our Services
Built in 1954, the Lowland Heights Roadhouse originally opened its doors. Each of our rooms is equipped with two double beds or a queen bed, and rooms with a second bedroom or kitchenette are available. There is a full-service restaurant and bar, as well as eight RV sites with hookups. Next spring we will have full-service coin operated laundry facilities that wash, dry, fold, and dry. We also have a four bay self-serve carwash. The Roadhouse has an on-site front desk. We plan to add 10 additional motel units next spring, and have already done a lot of work on the buildings.
We plan to extend our services to Dusty Corners residents and other nearby cities as the Roadhouse grows through peak season. The large dance floor area is ideal for formal or informal gatherings (e.g. Wedding receptions, club meetings and Christmas parties are all possible. ).
The Market
Lowland Heights Roadhouse’s target market strategy is based on becoming a destination choice for the people in the Greenhorn Valley who are looking for a place to relax or recharge. Our target market is families who are looking for a vacation place, couples, families reunions, hunters, or drop-in customers. Our setting and facility is a natural for people or families to visit, what with the Greenhorn Valley having so many outdoor things to do. It is projected that the unit rental will increase by 30% annually. The only downside is that there isn’t any laundromat/car wash within 50-miles.
Weekly sales have increased at the restaurant as there is only one Mexican restaurant within 20 miles. This projection does not reflect any significant increase in marketing or exposure. It is however based upon the general average rise in tourism.
The three largest customer segments we serve are tourists, hunters, and local patrons. This area is famous for its deer and elk hunting.
For a small annual fee, subscribers to Web services can be exposed to international customers. We also have a website
http//www.lodgeatlowlandheights.com
. Roadhouse would love to see a 10% increase annually in customers.
Financial ConsiderationsGolden Cholla Enterprises LLC dba the Lowland Heights Roadhouse will be acquired via a Small Business Administration (SBA) loan with the buyers supplying 20% down. As you can see in the Startup table, we assume the initial capital start up. We will also cover operating expenses.
The Financial Plan chapter below presents an estimate of the average monthly fixed cost, which includes mortgage payment and operating expenses. The monthly earnings will be affected by the peak and off-season. On-season revenues will make up the difference in the first year. As Lowland Heights Roadhouse gains market share among local patrons, we expect that off-season revenue will be enough for Lowland Heights Roadhouse’s first year to break even.
1.1 Objectives
For the first three years, the Lowland Heights Roadhouse’s goal was:
- Open Lowland Heights Roadhouse “turnkey operation” with existing bookings from the owners and new bookings at an uncreased rental price after possession.
- Exceeding the expectations of our customers in hunting and vacationing accommodation.
- Each month, maintain a 90% occupancy level.
- A team of experienced professionals.
- To increase the number clients by 10% per year.
- Increase market exposure with Internet technology and direct advertisement.
- Through incentives and increased exposure on the Internet, we hope to increase off-season occupancy by 30% the first year.
- To increase off-season rental, expand into other property uses (cater party, receptions etc. ).
1.2 Keys to Success
These are the primary keys to Lowland Heights Roadhouse’s success.
- You will create a first-class facility with great attention to detail.
- Make sure that each guest feels important.
- Provide quality meals.
- Keep your guests coming back to you for repeat bookings and referrals.
1.3 Mission
Lowland Heights Roadhouse seeks to be the most preferred choice for temporary lodging in Prickly Pear County by increasing its exposure via the Internet (with multiple network links) and introducing the region to market segments who have not yet discovered this year round hunter’s dream. We aim to be more then a Roadhouse. We will create a setting that offers conveniences and experiences beyond what is available in Dusty Corners.
The Roadhouse guests will have every need met to ensure his/her comfort. Catered meals and chilled wine are available for special occasions. For an additional charge, catered meals and chilled wine can be arranged. Guests will be able to return to the Roadhouse on weekends to find a fine restaurant to eat before they go to bed.
The Lowland Heights Roadhouse will become established during peak season. We plan to extend our services to Dusty Corners residents and nearby cities during the off-season. The large dining area can convert into a large area, ideal for formal or informal gatherings (i.e. Wedding receptions, family reunions and Christmas parties are all possible. There are many other possibilities for outdoor events, thanks to its proximity to the mountains. The Roadhouse is able to host a catered event inside. It will make guests’ events easy. The owners intend to ensure that every guest receives the best service, attention to detail, and delicious food.