Location, location … that second location

In my last post I introduced a series of blog posts that will focus on replicating success. You have one boutique property that is doing well. How do you repeat that success in another location? And, specifically, where do you go?

One of the best aspects of expanding to another location is being able to use all of the lessons learned the first time around. The learning curve is less steep and shorter. The trial-and-error aspect of the first venture has yielded valuable information that helps steer you on the right course. Best of all, you are in a position to create the next generation of your concept — new and improved.

Based on our decade-long track record with Mirbeau Inn & Spa in Skaneateles, New York — the Finger Lakes region — we were able to fairly easily lay out the major specs of a second property. We set out knowing that a second property would include the following features:

  • The Mirbeau concept: Creating the environment of French country as inspired by Monet’s “Water Lilies” painting. If the concept could be proven in central New York, it could be successful elsewhere as well.
  • Located near a major metropolitan area: Appealing to people seeking a retreat a short drive from home — anywhere from 45 minutes to three hours.
  • In a wooded, bucolic or rural setting: Supporting our Mirbeau tagline of “Life. Classically Balanced.”
  • In a demographic region that would support our rate structure, amenities and services: For both day and overnight guests.
  • Within or near a strong local community: To draw in local as well as regional clientele and provide a base of membership in our spa.
  • In close travel proximity to our first property: So travel would be fairly quick, easy and efficient, allowing our executives to make the best use of their time, now divided between two ventures.

Working on several ventures at once, our second Mirbeau was located in an award-winning, established community in Massachusetts. More on that, and why it made sense for us, in my next blog post.