Four Seasons Punta Mita

Four Seasons Punta Mita

In 2006, Strategic Hotels and Resorts, following a referral from KSL Resorts contacted Rick Hill regarding its portfolio of luxury hotels and resorts. Rick had previously consulted KSL on its Doral Country Club, La Costa Resort, and Hotel Del Coronado properties.
 
Rick was engaged by Strategic to evaluate a portfolio of their flagship properties including Ritz Carlton, Intercontinental, and Fairmont hotels. Major projects studied included the St. Francis Hotel in Union Square in San Francisco, Ritz Carlton Half Moon Bay, and Lowes Santa Monica Beach.
At the conclusion of the study, a second phase assignment was entered into where a detailed retail strategy was created for the 280 room Four Seasons Resort located on the Pacific Ocean in Punta Mita, Mexico.
 
Rick’s Punta Mita research found that 32% of the resort’s visitors traveled to the location by private jet and typically stayed 7 days at an average daily rate of $1,060 per room. The resort was highly popular with wealthy families from Mexico and South America resulting in 1.5 rooms per resort party. Non room expenditures for spa services, dining, and recreational activities were equal to expenditures for hotel rooms. Further research on vacation expenditures as a percent of household income projected annual incomes for the average Punta Mita visitor to be well above $1,000,000 a year and most likely above $2,000,000. The research concluded that resort guests would spend at a prolific level given the opportunity to find unique products not found in major department stores and luxury retailers.
 
A plan was then crafted to create 7 resort owned luxury shops within the property. Rick created the conceptual merchandising strategy for each shop, hired Gensler in Santa Monica to complete the store design, and assembled a team of merchandisers and buyers. The 7 shops are successfully operating today, generating sales in excess of $1,000 a square foot.