University of Wollongong: Hospitality Venue Feasibility Study Report

This report presents a feasibility study of two hospitality venues in Sydney, Australia: West Hotel Sydney, Curio Collection by Hilton, and The Grounds of Alexandria. The study examines the background, market position, planning, and design paradigms of each venue, evaluating their impact on customer service. West Hotel, a part of the Curio Collection, is analyzed for its modern classic design, botanical theme, and customer benefits through Hilton Honors. The Grounds of Alexandria is assessed for its unique concept, transforming an industrial area into a pastoral land with gardens and animals. The report concludes that both venues demonstrate successful business models, emphasizing innovation in planning and design to achieve market sustainability and customer satisfaction. The study highlights the importance of feasibility analysis and customer-centric strategies in the hospitality industry.

Running head: FEASIBILITY STUDY FOR TWO VENUES
FEASIBILITY STUDY FOR TWO VENUES
Name of the Student
Name of the University
Author note

1FEASIBILITY STUDY FOR TWO VENUES
Executive Summary
This report helps to analyze two hospitality venues in Sydney, Australia. The venues are
West Hotel Sydney, Curio Collection by Hilton and The Grounds of Alexandria. From this
report it can be observed that both these hospitality venues are successful in their fields by
providing a unique service quality and exceptional service to their customers. Feasibility
study helps to analyze the business situations for establishing a successful business.

2FEASIBILITY STUDY FOR TWO VENUES
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Statement supporting feasibility studies.................................................................................3
Venue 1: West Hotel Sydney, Curio Collection by Hilton....................................................4
Background and market position.......................................................................................4
Planning, designing and impact.........................................................................................4
Venue 2: The Grounds of Alexandria....................................................................................5
Background and market position.......................................................................................5
Planning, designing and impact.........................................................................................6
Conclusion..................................................................................................................................8
References..................................................................................................................................9

3FEASIBILITY STUDY FOR TWO VENUES
Introduction
Business and projects are undertaken after successful analysis of their feasibility,
which would show whether the project is sustainable, or not. A project undertaken after a
proper feasibility study ensures higher opportunities for success. Therefore, it can stated that
feasibility study is necessary before starting a business or project. This report aims to analyze
two hospitality venues in Sydney to evaluate whether their planning and designing paradigms
is in proportion with the business. The project also focuses on how the planning and
designing paradigms of these venues impact on their customer service. The two venues
selected for this project are West Hotel Sydney, Curio Collection by Hilton and The Grounds
of Alexandria. The report is structured in one section and separated discussion is provided on
both the venues. The background information, planning, designing paradigms and their
impacts on customer services are provided for each venue.
Discussion
Statement supporting feasibility studies
Feasibility study can be defined as the analysis of the factors, which are relevant for a
project such as economic, legal, technical and scheduling (Dertimanis, Antoniadis & Chatzi,
2016). The feasibility study will help in identifying the chances of successfully completing a
project. Therefore, before investing time and money on a project, the project managers
undertake feasibility studies for evaluating the advantages and disadvantages of the project
(Yeung, Brookes & Altinay, 2016). This feasibility study will provide the project managers
with some crucial information about the project that would restrict them from undertaking
any risky project or business (Irizarry & Johnson, 2014). Conducting a feasibility study is
essential for business development, as it identifies the potential areas and procedures for

4FEASIBILITY STUDY FOR TWO VENUES
operations (Sullivan, et al. 2015). Apart from this, feasibility study also identifies the barriers,
which will occur while operating the business and the amount of funds required for
undertaking and running the business. The feasibility focuses on the marketing strategies for
influencing the investors so that they would invest in the business or project (Kolster, 2017).
Venue 1: West Hotel Sydney, Curio Collection by Hilton
Background and market position
The curio collection by Hilton represents a sophisticated hotel brand associated with the
worldwide portfolio of Hilton. Although the curio collection is aided by Hilton yet it exists as
an individual identity and conducts individual branding. Hilton selects only those resorts and
hotels for becoming a part of curio collection, which exists independently, rather than
depending on the organization chain. As a matter of fact, the west hotel is a part of the curio
collection ("Curio (brand)", 2020).
The west hotel Sydney was constructed by multiplex and the hotel is located at 65
Sussex Street in Sydney CBD. The hotel facilitates a central CBD location including other
amenities such as 182 designer and sophisticated rooms, solander bar, solandar restaurant
with 72 seats, gymnasium with modern equipments, meeting rooms, air atrium and
complimentary snacks. This location draws immense customers due to the Barangaroo and
the west hotel ("West Hotel, Curio Collection by Hilton, Sydney Hotel", 2020). Considering
the location, the price rates of west hotel are much cheaper which is $200 than Hilton which
is $300-$500 therefore the middle income groups can afford to stay and enjoy the luxury
amenities in west hotel. Thus, west hotel targets the middle and higher income groups. The
west hotel is located in an area, which did not have any hotel rooms for the last 15 years
("Home - West Hotel Sydney", 2020). Therefore, the hotel faces no competition.

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Planning, designing and impact
The west hotel is the first curio collection by Hilton to be launched in Sydney,
Australia. The west hotel was opened in the central board district of Sydney close to
Barangaroo hub and waterfront leisure. Apart from this, Sydney is a culturally rich growing
city therefore, it became the perfect location for the west hotel. The west hotel offers the
international tourists an authentic, affordable and memorable stay. The hotel is designed in a
modern classic theme with deep tones made of brass and marble accents. On the other hand,
the west hotel also represents a botanical theme covering the entire hotel. The theme is
strongly evident in the air atrium designed beautifully in a structure of open-air garden.
Along with it, the white waratah motif present in the lobby also signifies the botanical theme.
The dining and the bar of the hotel is named Solandar after the first botanist fleet who visited
Australia to discover various plants (WIRE, 2020).
This rich and splendid architecture helps to provide the customers with exceptional
experiences. The customers will experience exceptional hospitality of Hilton as they are
staying in a part of curio collection. The customers who are exclusive members of west hotel
also get a several benefits, as they are the loyal customers of Hilton. The benefits include
flexible payment system if the members make early bookings and they can also earn points
combined with money for booking their stay at the hotel. The members also have access to
discounts, mobile apps related to Hilton Honor, free Wi-Fi and can participate in unique
events like the auction platforms of Hilton Honors, hotel concert from the live nation, artist
experiences and racing events. All this exceptional customer services of Hilton turn the
customers of west hotel into their fans and loyal customers ("Our Story - West Hotel
Sydney", 2020).

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Venue 2: The Grounds of Alexandria
Background and market position
The grounds of Alexandria is a culinary wonderland built in an industrial suburb of
Sydney. The grounds of Alexandria was inaugurated in April 2012. The ground of
Alexandria was designed by the entrepreneurs Ramzey Choker and Jack Hanna. After Hanna
won the world latte art championships, he came up with the idea for establishing a coffee
label of his own. The coffee culture of Australia is robust thus the entrepreneurs changed
their business idea by transforming the old industrial area and parking lot to form it into a
pastoral land filled with vegetables, fruits and domestic animals along with cafes, barbeques
and restaurants. All this was done to increase the customer footfall in the ground of
Alexandria. The restaurants and cafes provide pizzas, fresh vegetables and fruits from the
garden, three course meals and roasted coffee to their customers ("Markets - The Grounds of
Alexandria", 2020). Rather than building an ordinary café, the entrepreneurs reinvented the
plan to make a successful business. To retain the customers and gain competitive advantage
over barista the owners keeps up with the present market trends.
Planning, designing and impact
The original planning and design of the ground of Alexandria did not involve the
garden and animals. The plan for the ground of Alexandria was to construct a café of medium
size. The café would wholesale its products to other cafes in that area. However, the
entrepreneur Hanna suggested the change of the plan for café into a garden and include
domestic animals. Hanna also suggested the transformation of an old parking lot in that area
into the ground of Alexandria. They changed their plan in order to form a successful
business. As the square was spread over a large area in an irregular way, they used this
opportunity by transforming the old parking lot and the industrial warehouse to form a
pastoral land for the purpose of public recreation ("About us - The Grounds of Alexandria",

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2020). The ground of Alexandria features provides lush green manicured gardens filled up
with various vegetables, fruits, herbs and flowers as well as domestic animals such as pigs,
chickens, sheep and goat. Apart from these, the ground of Alexandria also includes cafes,
barbeques and restaurant ("Interior Design: The Grounds of Alexandria", 2020).
Customers visiting the ground of Alexandria enjoy the natural site with a sip of
roasted coffee and a plate of vegetable and fruits prepared directly from the herbs, fruits and
vegetables available in the garden. They also get to decide the eateries from the various
restaurants. Unlike other cafes, the customers do not experience any waiting time because
one designated employee always keeps on interacting with the customers enquiring about
their likes and experience ("Working at The Grounds of Alexandria: Employee Reviews |
Indeed.com", 2020). The grounds also offer educational lessons such as lessons on cooking.
Coffee and gardening to their guest. Altogether, the customers feel enlightened with the
service of the ground of Alexandria (Bradley, 2020).

8FEASIBILITY STUDY FOR TWO VENUES
Conclusion
From the above report, it can be concluded that both the venues: the west hotel
Sydney and the ground of Alexandria, are successful business enterprises. It can be observed
that both of these venues have performed a feasibility analysis before starting their business.
Both the venues reinvented the business ideas infested with innovation in order achieve
market sustainability and gain higher customer footfall. The planning and designing have
been done in such a way, which would provide them a competitor advantage for instance, the
west hotel provides exceptional benefits for their loyal and exclusive customers and the
ground of Alexandria provides lessons and a natural environment to their customers while
having lunch or coffee. The venues also provides exceptional customer service, which
increases their level of customer satisfaction.

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References
About us - The Grounds of Alexandria. The Grounds of Alexandria. (2020). Retrieved 14
March 2020, from https://thegrounds.com.au/Spaces/about-us/.
Bradley, E. (2020). The Grounds of Alexandria - Fresh Cup Magazine. Fresh Cup Magazine.
Retrieved 14 March 2020, from https://www.freshcup.com/the-grounds-of-
alexandria/.
Curio (brand). En.wikipedia.org. (2020). Retrieved 14 March 2020, from
https://en.wikipedia.org/wiki/Curio_(brand).
Dertimanis, V. K., Antoniadis, I. A., & Chatzi, E. N. (2016). Feasibility analysis on the
attenuation of strong ground motions using finite periodic lattices of mass-in-mass
barriers. Journal of Engineering Mechanics, 142(9), 04016060.
Home - West Hotel Sydney. West Hotel Sydney. (2020). Retrieved 14 March 2020, from
https://www.westhotel.com.au/.
Interior Design: The Grounds of Alexandria. Australian Design Review. (2020). Retrieved 14
March 2020, from https://www.australiandesignreview.com/designwall/the-grounds-
of-alexandria/.
Irizarry, J., & Johnson, E. N. (2014). Feasibility study to determine the economic and
operational benefits of utilizing unmanned aerial vehicles (UAVs). Georgia Institute
of Technology.
Kolster, M. (2017). The use of Market Feasibility Studies in the Restaurant Industry for
Small and Medium-sized Restaurants.
Markets - The Grounds of Alexandria. The Grounds of Alexandria. (2020). Retrieved 14
March 2020, from https://thegrounds.com.au/Spaces/markets/.
Our Story - West Hotel Sydney. West Hotel Sydney. (2020). Retrieved 14 March 2020, from
https://www.westhotel.com.au/our-story/.

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Sullivan, T. N., Sutherland, K. S., Farrell, A. D., & Taylor, K. A. (2015). Schools as venues
for prevention programming. In Prevention Science in School Settings (pp. 201-226).
Springer, New York, NY.
West Hotel, Curio Collection by Hilton, Sydney Hotel. Curiocollection3.hilton.com. (2020).
Retrieved 14 March 2020, from https://curiocollection3.hilton.com/en/hotels/new-
south-wales/west-hotel-sydney-curio-collection-by-hilton-SYDWHQQ/index.html.
WIRE, B. (2020). Botanical-Inspired West Hotel Sydney Opens Near Up-And-Coming
Precinct. Businesswire.com. Retrieved 14 March 2020, from
https://www.businesswire.com/news/home/20180109006216/en/Botanical-Inspired-
West-Hotel-Sydney-Opens-Up-And-Coming-Precinct.
Working at The Grounds of Alexandria: Employee Reviews | Indeed.com. Au.indeed.com.
(2020). Retrieved 14 March 2020, from https://au.indeed.com/cmp/The-Grounds-of-
Alexandria/reviews.
Yeung, R. M., Brookes, M., & Altinay, L. (2016). The hospitality franchise purchase decision
making process. International Journal of Contemporary Hospitality Management.