Fine-tuning site selection for a second property

One of the most advantageous aspects of building a second boutique property is improving upon decisions made for the first one. As mentioned in my last blog post, when choosing a location for a second Mirbeau Inn & Spa, we followed the “macro” guidelines we had developed for the first property. The basic strategy had been proven, and it made perfect sense to replicate it 10 years later. Where we were able to move the concept forward was in fine-tuning the location, and we fully expect that decision to yield greater and more consistently sustainable revenues when the property opens in 2014.

Unlike our first property, which is located on the outskirts of the bustling main street of town, the second property is located within the confines of an established master-planned community. And it isn’t just any community — it is The Pinehills located in Plymouth, Massachusetts, an award-winning development ideally suited for, and in need of, a boutique property such as Mirbeau.

With our first property, in New York’s Finger Lakes region, we were tasked with creating our own community from our host village and surrounding towns, drawing upon residents locally and regionally to augment out-of-town guests to allow for year-round revenue streams. At The Pinehills, we have the advantage of being located within the perimeter of an established community of year-round residents — both homeowners and renters — and will be the centerpiece of an established Village Green area that includes a post office, shops, restaurants and other services. Among the advantages are:

  • Mirbeau is being welcomed into an established community, positioned as belonging to that community.
  • Residents have already expressed a proprietary interest in the property, and will soon become regular patrons of its restaurants, spa and fitness facilities.
  • Brides-to-be, parents-to-be, party planners and meeting planners are already expressing interest in booking memorable events at our property. In fact, one wedding was booked before we had a shovel in the ground, based on the promise of what is to come.
  • Residents will be able to book family and friends into Mirbeau for overnight stays, and some will become members, gaining access to spa, fitness and dining privileges at the property.

I am confident the question is not “if” or “how many” but “how soon” guests will walk through our doors. Having found the perfect match of Mirbeau and a welcoming community, I can’t wait to report the results in a future blog post.