Editor's note: The following story appears in the May 27 Town of Paradise Valley Independent. Post comments by hitting reply in the upper right-hand corner. Comments will be posted in an upcoming issue of the Town of Paradise Valley Independent.
Visions of Success:
Montelucia primed to boost occupancy
By Zach Colick
Independent Newspapers
In what has been a tough go for all industries in today’s economic climate, the local resort industry has seen occupancy rates dip to averages not seen in quite some time and tourism experts looking for new ways to entice travelers to, well, travel.
Paradise Valley’s newest resort — InterContinental Montelucia Resort and Spa — has been able to weather the storm, depending on who you talk to.
The 293-room resort, known for its Spanish and Moroccan architecture, has recently experienced a steady growth in popularity and room bookings, according to Valeriano Antonioli, Montelucia’s managing director.
Montelucia, 4949 E. Lincoln Drive, had a 75 percent occupancy rate in March and a 62 percent occupancy rate in April, much to Mr. Antonioli’s surprise as he expected lower numbers, he said.
The months of March and April also saw multiple days where the resort was sold out.
“I’m proud that Montelucia has been able to achieve the vision of creating great moments in time for all our guests,” he said. “I’m also proud we managed to stay successful, despite the down economy, and achieve remarkable occupancy rates.”
As a resort operator without experience running during the Valley’s hot, quiet summer months, Mr. Antonioli said he doesn’t know what to expect through September, but hopes deals will entice locals to vacation in Paradise Valley this summer with a “stay-cation.”
“I wish many people from Arizona will take this opportunity to come and visit the InterContinental Montelucia and see with their eyes what we have accomplished,” Mr. Antonioli said.
Town Manager Jim Bacon has commended what Montelucia has been able to accomplish during its first six months in operation, saying he has every reason to believe resort officials are doing everything they can to attract a diverse clientele for the resort and community’s financial benefit.
For Paradise Valley’s sake, Mr. Bacon said any success Montelucia has this calendar year is extra icing on the cake. Sales and bed tax figures generated from Montelucia into the town’s pocketbook are a financial boon since the resort was not online at this time last year, according to Mr. Bacon.
“Any money made is a great investment for the town. We’re glad the resort opened and that their strategy appears to be successful in getting high occupancy rates,” he said, noting resort operators should be commended for offering attractive room rates to help fill rooms.
“It’s a really big task to bring a new resort online. A huge undertaking. Our approach to Montelucia is to be supportive.”
The resort has two presidential suites — one of its first guests was President Barack Obama, who paid the Valley a visit in February to discuss the troubled foreclosure market, something Montelucia has been dealing with, too.
“You cannot plan that from a marketing standpoint,” Mr. Antonioli said of President Obama’s visit to Montelucia, noting a number of unidentified celebrities also have booked rooms at the resort. “You just need to be lucky and prepared.”
Such success, expected or not, has let Mr. Antonioli know Montelucia can endure just about anything that comes its way, including an already tumultuous first six months in operation.
Montelucia opened in November 2008, when the economy sunk to even new lows than previously seen before. In February, Eurohypo AG filed a notice of default against Crown Realty and Development Corp., which owns Montelucia, forcing the resort into foreclosure proceedings.
Montelucia could see new ownership by June. InterContinental would still oversee the day-to-day operations, with guests not seeing any operational changes, according to Mr. Antonioli.
Mr. Antonioli said he has worked hard to attract guests from across the United States and throughout the world to experience what Montelucia has to offer. But as the resort celebrates its first six months in operation, he said efforts will be made to attract a more local crowd, one that may have been unintentionally overlooked.
Because while the foreclosure proceedings have put a crimp on the resort’s image, Mr. Antonioli said one of the resort’s biggest challenges has been marketing it to Paradise Valley residents and letting them know the amenities available to them.
Special events were held during Christmas and Easter for residents, but now resort officials hope the local community tours the resort to enjoy Thursday afternoon happy hours at Joya Spa, a summer jazz concert series on Friday nights, Saturday family dive-in movies and various other special events.
“We just want to be, in the end, seen by people in Paradise Valley and Scottsdale as their new jewel — a major destination in many people’s lives — and a place they can be proud of,” he said. “There’s still so much to show the residents. That’s been a big challenge of ours.”
Visit http://www.icmontelucia.com for more information.
Last edited on Wed May 27th, 2009 08:45 pm by Zach Colick
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