Feasibility Assessment: Physical Planning and Design of Sydney Venues

This report assesses the feasibility of Lola's Level 1 restaurant and the Intercontinental Sydney Double Bay hotel based on their physical planning and design aspects. The assessment covers location, target market, average customer spend, hours of operation, required licenses, competitive advantages, and necessary employee skill sets for both venues. It finds both venues feasible due to their unique offerings and strategic design implementation. Lola's Level 1 benefits from its prime beachfront location and Mediterranean-inspired ambiance, attracting a high-income clientele, while the Intercontinental Sydney Double Bay leverages its luxurious amenities and upscale location to cater to elite travelers. The report emphasizes the importance of design planning in influencing customer perception and enhancing overall business success. The document is available on Desklib, a platform offering study tools and solved assignments for students.

A REPORT TO ASSESS THE FEASIBILITY OF TWO
DIFFERENT VENUE TYPES IN SYDNEY BASED ON
THEIR PHYSICAL PLANNING AND DESIGN
ASPECT

Executive summary
In the present report, the feasibility of one restaurant named as Lola’s Level 1 and the
other hotel which is named as the Intercontinental Sydney Double Bay is assessed on the basis of
physical planning and design aspects. The assessment states that both the venues are feasible in
terms of physical planning and design planning. It indicates the the impact of design planning on
the minds of the consumers as well as the both the businesses. The design planning is one tool
which influences the customers and thus engages them with the business resulting in an increase
in the profitability of the company.

Table of Contents
Executive summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Venue – 1 (restaurant).................................................................................................................4
Venue – 2 (Hotel)........................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality industry refers to a range of arena which includes services such as food and
drink service, travel, tourism, restaurants, hotels, lodges, bars etc. This report will be based on
two venues, one as hotel and the other one as a restaurant based in Sydney, Australia. This report
aims to assess the feasibility between two different types of venues based on their physical
planning and design aspects. The report will be based on Lola’s Level 1 (restaurant) and
Intercontinental Sydney Double bay (hotel).
MAIN BODY
Venue – 1 (restaurant)
Lola’s Level 1

Lola’s Level 1 is a restaurant based in Sydney, Australia. It is aesthetically beautiful and
is best suited for private gatherings, work lunches and small formal functions. Currently, the
restaurant is not very famous among the public of Australia (Badavi, & Molchanov, 2020).
Location
The restaurant is situated on the banks of Bondi Beach which adds to the beauty of the
restaurant. The location of restaurant Lola’s Level 1 is a prime location which can be of help in
engaging and increasing the customer base. The setting and vibe of the restaurant is suitable for
every season and intimidates mood instantly.
Target market
Lola’s Level 1 aims to attract consumers with high income groups by providing them
with services which includes fine dining, bar services and beverages. It serves its customers with
sea food and wines from all over the world. The major customer base of Lola’s Level 1 includes
non-vegetarian people and the ones who are fond of having alcohol as a part of essentials for the
purpose of any kind of celebration (Çınar, Yetimoğlu, & Uğurlu, 2020). The young population
of the city is the main target of the restaurant as the restaurant provides a beach vibe and view
which is mostly appreciated by the youngsters.
Average customer spend
The average consumer spend denotes how much a customer is willing to pay to the
restaurant for a one time visit. It includes factors such as food, taste, services, location, the
quality of food, aesthetics, interior and the prices. The customers of Lola’s Level 1 spend an
amount of about AUD 70 to AUD 80 on an average. It attracts the customers just to enjoy the
view with some good food. The customers visit this place to enjoy the Mediterranean view with
the essence of some wine and some fresh cooked food, just to feel relaxed and chill for a while.
The USP of this restaurant is its location (Dickerson, & Hassanien, 2018). .
Hours of operation vs peak period
Lola's Level 1 operates only for 6 days in a week from Wednesday to Monday. It does
not serve its customers on Tuesdays. Even on its working days, its operating hours begins from
12 p.m. on 3 p.m. and then 5 p.m. to 10 p.m. only. The peak season for Lola's level 1 includes
monsoons and slight winters. Under these two seasons, people visit the restaurant to experience
the beauty of high waves, greenery, soothing breezy winds while sitting a bay. The operating
hours of the restaurant gets increased under two seasons as most of the business for Lola's Level

1 is generated in monsoon and winters (Floričić, 2020). In these seasons, the operating hours of
the restaurant is from 10 a.m. In the morning to 10 p.m. at night.
Type of licences required
Lola's level 1 requires a food and service licence, a liquor licence, and a business licence.
A food and service licence is a type of permission given by the local authority of a country or a
city to provide the customers with the facility of food and beverages within a restaurant. It
ensures that the food that will be served will be made with proper hygiene and will be safe to
consume. Liquor licence grants the permission to serve alcohol on premises and a business
licence to start a business.
Competitive point of difference
The features of Lola's Level 1 which includes a mixed vibe of Italy, Spain, Greece and
the Mediterranean coast while sitting in Australia makes it different from its competitors
(Hoffmann, and et. Al 2018). It promotes a free spirited open environment for its customers
which adds to its advantage.
Management or employee skill set requirements
There are various job roles in a restaurant such as chef, manager, waiters, cleaners,
caterers and housekeeping. These roles require good interpersonal skills, communication skills,
problem solving skills, knowing how to make good food, etc.
Impact of design planning on the restaurants
The design plan of the restaurant Lola's Level 1 includes the interior of the restaurant, its
aesthetics, the seating arrangement, and the whole structure of the restaurant. The better the
design plan and its implementation, the deeper the impact it has on the minds of the consumers.
It is used to impress the customers and enhances the level of satisfaction among the customers
(Jack, 2021).
Venue – 2 (Hotel)
Intercontinental Sydney Double Bay

Intercontinental Sydney Double Bay is a five-star hotel situated in Sydney, Australia and
is owned by Intercontinental hotels and resorts group. It is one of the leading Australian hotels
which provides its customers with 140 guest rooms filled with beautiful light, view and
amenities.
Location
It is situated in the leafy eastern suburbs village of Double bay. It is located at the upscale
harbourside which is a great location for a hotel. The Double bay is posh and stylish sub urban
area which helps the Intercontinental Sydney Double Bay in increasing its customer base by
attracting more of rich customers (Leedy, & Ormrod, 2019).
Target market
The five star hotels such as the Intercontinental Sydney Double Bay generally targets the
elite class segment by providing them the most satisfactory and luxurious services. The elite
class segment is inclusive of individual tourists, business meets, business conferences, business
tours, luxury stays, and small tour groups. The hotel provides their customers with a personal
butler, doorman, designated concierge, around-the-clock room service, valet parking, spas with

trained masseuses, gyms with personal trainers, live entertainment, and even child care. These
services attract the customers belonging to elite class.
Average customer spend
A customer spends much more than what he expects to pay at a 5-star hotel. The average
consumer spends at the Intercontinental Sydney Double Bay spends around 1500 AUD which
includes 2 adults and a 3 days, 2 night stay under which the customer is served with a number of
services (Mannapova, 2020). The main reason which attracts the customers towards a 5-star
hotel is the feeling of contentment after receiving personalized services.
Hours of operation vs peak period
The Intercontinental Sydney Double Bay generally operates 24*7 on routine days. The
staff of the hotel works for a 12-hour shift in the regular days. But in the peak season, the normal
shifts of the staff get extended to 16 – 18 hours a day. The peak season for Intercontinental
Sydney Double Bay is from December to February. Under these months, the prices charged by
the hotel is quite high and therefore, there is an increase in the operating hours of the staff.
Types of licences required
The Intercontinental Sydney Double Bay requires a building permit, bar licence, food and
safety licence, food and service license for the smooth and efficient functioning of the business.
Competitive point of differences
The homely feel, the personalized experience, and the beachside location makes the hotel
differ from its competitors (Nilufar, & Farrukhovna, 2021). The Intercontinental Sydney double
Bay is situated near the heart of the city which allows the customers to access the night-life on
the beachside, a top tier dining space, a picturesque environment and sip cocktails with an
exclusive experience on the roof top bars. All of these amenities and features adds to the
advantages of the hotel.
Management or employee skill set requirements
A five-star hotel such as Intercontinental Sydney Double Bay is a source of employment
to a number of people and it includes job roles such as managers, front desk, finance, food and
beverage, chefs, housekeeping, cleaning, customer services, laundry, waiters, human resource,
recruiters and many more. Therefore, the employees which work under a 5-star hotel needs to be
efficient with a number of skills. These skills include hiring the most appropriate candidates by

proper scrutinizing, effective communication skills, finance skills, problem solving skills,
decision-making skills, multitasking, knowledge of foreign languages, etc.
Impact of design planning on the hotels
Consumers pay a high price when they visit a 5-star hotel such as Intercontinental Sydney
Double Bay. When a customer pays a huge price for something, they demand the value that
worths the price ( Zhechev, & Stanimirov, 2018). Therefore, it is important for hotels to plan
their design structure properly. The exterior, the interior, the colour combination of each and
every location inside the hotel plays an important role in creating an image in the minds of the
consumers. The more the aesthetically soothing the hotel is, the more the customers will be
impressed by the hotel and will get attracted towards visiting it more often.
CONCLUSION
From the above report, it can be concluded that both the venues are feasible in terms of
physical planning and design aspects. The Lola's Level 1 offers its customers with a great
location, satisfactory services, a beautiful interior which attracts the customers. Similarly, the
Intercontinental Sydney Double Bay also provides its customers with unique and satisfactory
services, a sub urban and posh location, roof top bars, beautiful rooms and much more.

REFERENCES
Books and journals
Badavi, A. A., & Molchanov, V. M. (2020, August). Current trends in the small hotels’ social
and functional structure organization. In IOP Conference Series: Materials Science and
Engineering (Vol. 913, No. 3, p. 032034). IOP Publishing.
Çınar, K., Yetimoğlu, S., & Uğurlu, K. (2020). The Role of Market Segmentation and Target
Marketing Strategies to Increase Occupancy Rates and Sales Opportunities of Hotel Enterprises.
In Strategic Innovative Marketing and Tourism (pp. 521-528). Springer, Cham.
Dickerson, C., & Hassanien, A. (2018). Restaurants’ social enterprise business model: Three
case studies. Journal of Quality Assurance in Hospitality & Tourism. 19(2). 192-216.
Floričić, T. (2020). Sustainable solutions in the hospitality industry and competitiveness context
of “green hotels”. Civil Engineering Journal. 6(6). 1104-1113.
Hoffmann, and et.al (2018). The interplay of competition and cooperation. Strategic
Management Journal. 39(12). 3033-3052.
Jack, H. (2021). Engineering design, planning, and management. Academic Press.
Leedy, P. D., & Ormrod, J. E. (2019). Practical research: Planning and design. Pearson. One
Lake Street, Upper Saddle River, New Jersey 07458.
Mannapova, N. R. (2020). Organization And Basic Requirements For Restaurant Design
Interior. ORGANIZATION. 7(5).
Nilufar, M., & Farrukhovna, I. N. (2021). Basic Provisions and Requirements for the Formation
of Interior Spaces of Hotels. European Journal of Life Safety and Stability (2660-9630). 12. 417-
420.
Zhechev, V., & Stanimirov, E. (2018). Brand positioning of domestic services in
Australia. Global Journal of Business, Economics and Management: Current Issues. 8(1). 20-29.
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