24.6 Master Planned Beach Resort Destination Checklist – Part 6 – Destination Management

This subject check list covers the fifth of the 5 main subjects from the Master Check List - Components of the Ideal Master Planned Beach Resort Destination.  These subject check lists are by no means comprehensive, but more like a shopping list with brief explanations as reminders.  This check list series actually goes hand in hand with an earlier series I posted on Integrated Master Planning for Destination Development.  This check list would actually be similar to some of the outlines for the phase of Operations Management as well as the overall Integrated Master Planning methodology (see diagram below).    

Physical planning making highest and best use and synergy among the parts.

The Destination Management Team is in fact the body or team that has to Orchestrate the Integrated Master Planning of the Destination.  Of course it has a key role in the concept and vision of the destination, but equally important it has a long term role in the day to day operations of the destination.  Much of this day to day operations will be behind the scenes and out of sight of the general public, but having everything run smoothly without notice will mean the Destination Management team is on top of things doing their job. 

One of the many aspects very important to operations such as Environmental monitoring is usually over looked.  Just imagine your house, your most valuable asset with no care given to the daily management of it.  This is a Beach Resort Destination with no Environmental Management!  For economies of scale, joint marketing coordinated by a central body helps build overall awareness and at a more efficient cost.  And of course throughout the life of any destination there will always be challenges, changes and new things happening in the world and any destination will need constant forward planning to keep up with the times in order not to become obsolete.  The Destination Management Team is the face to the public and gives a direct line of communication between the public and the Destination.

Environmental management, essential to protect the assets and avoid financial disasters.

The destination management team is always newly built for a destination.  The building of the Destination Management first starts with the political and business structure of the development, only then can you define the role the destination management team will be delegated.    

Desitnation management requires a sound team and a sound methodology.

We hope this series has been able to summarize the big picture requirements and gives a bit of insight into the hidden 20% of requirements of Beach Resort Destinations that are essential to make the Ideal Integrated Master Planned Beach Resort Destination. 

E.      DESTINATION MANAGEMENT

No.	Aspects	Features	Implications
1.	Environmental	Beaches / Coastal Waters	Water quality monitoring is important for health and safety.  Life Guards for water safety and regulations.  Coastal areas potential pollution and health risks.
		Inland Environment	Monitor forest health and cleanliness.  Avoid potential disasters such as landslides, etc.
		Water Runoff	Monitor runoff water quality to avoid pollution to coastal waters.  Also to avoid flooding.
2.	Infrastructure	Operations	Efficient operations to make sure valuable assets are maintained and kept in good working order.
		Future Planning	Monitor trigger points for infrastructure upgrading and expansion.
3.	Marketing / General Information	Destination Marketing	Building awareness of the overall destination to be consumer and travel trade.  Coordinate all operators for greater economy of scale marketing.
		Collateral Production	Prepare collateral for pre arrival to sell the destination and visitor arrival information to make them aware of activities and events ongoing.
		Residents	Management body where residents can go to for information and bring up issues.
		Investors	Management body where potential investors can go to get relevant information on investing and running businesses in the destination.
		Web Site	Managed web site that makes updated information available with easy access via the internet.
4.	Master Planning	Business Competitiveness	Monitor the business competitiveness compared to other competitor Beach Resort Destinations.
		Human Resources	Monitor the human resource supply and demand and turnover.  Forward plan policies to keep a competitive stable work force.
		Products Planning	Forward plan new products to add to the mix and source potential investors / operators.
		Infrastructure	Monitor and coordinate future and potential development with the relevant utilities / infrastructure teams.
		Physical Master Planning	Strategic placing all elements for the greatest synergy and placing new elements to further enhance the user experience.  Consider phasing and evolution over time.

Copyright: Jiwa Studio Pte. Ltd. 2012

Link to other parts of the series:

Master Planned Beach Resort Destination Checklist

Part 1 – Overview

Part 2 – Natural Environment

Part 3 – Access / Proximity

Part 4 – Development Products

Part 5 – Supporting Infrastructure and Services
Part 6 – Destination Management

Jiwa Studio, Singapore

May 2012