Marketing a New Boutique Resorts: Juveniles Versus Rejuvenation

Abstract

This case study is about how to market Sam and Lisa Bracken’s new boutique resort, The Canebrake. Currently, The Canebrake offers fine dining, spa services, and yoga classes. Sam and Lisa are expanding their business to include lodging, with 16 small cottage suites. The foundational philosophy for The Canebrake is to leave guests feeling rejuvenated after a relaxing adult’s getaway in their boutique resort. Sam and Lisa are worried that allowing juveniles (children) to stay overnight will negatively affect the atmosphere, and, therefore, the quality of the guests’ experience. However, Sam and Lisa do not want the resort to come across as being anti-child, thereby damaging their reputation and image.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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