The long-term goal of Lowland Heights Roadhouse for temporary lodging, restaurant, bar and RV Park by creating a differentiated experience capitalizing on personal service, the historical nature of the Roadhouse buildings, and its unique location in one of the most attractive parts of South Central Weststate. We aim to be more than just a great RV Park, restaurant, bar, or lodging. We plan to create an environment of pampered luxury that surpasses the standard fare for Dusty Corners. We will be able to maintain a higher occupancy rate than the average and increase our profits by introducing the Greenhorn Valley and other destinations to those who have yet to discover this year-round paradise.
Lowland Heights Roadhouse is found in South Central Weststate. It is located at the northern tip of the Greenhorn Valley. The area is surrounded both by the Ombligo de Dios range on one side and the Lost Pony hills the other. The Roadhouse can be found on Route 173, a major thoroughfare, approximately 52 miles north from Silver Gulch and 47 mi southwest of Friday Falls.
Lowland Heights Roadhouse is an established Motel/RV Park. It has been in business for the past forty-four decades as Thirsty Canyon Lodge and The Lodge of Lowland Heights. After we took possession of the property and established ourselves for a few months, we added an additional restaurant to keep it open to hunters, tourists, and locals. Since the previous four owners only had the property for two- to three years, the business was not being operated at its maximum capacity. Next spring, we intend to add a full service coin operated laundry facility (washing/drying, folding and optional folding) and a four-bay self serve car wash.
The Lowland Heights Roadhouse is a dba of Golden Cholla Enterprises LLC, a Weststate Corporation owned and operated by Tory Britts and assisted by her husband Gisli Njerdginsyn.
Britts and Njerdginsyn intend to use the Roadhouse for hunting during the months of September and December. During the rest of the year it will operate as a vacation resort (January to August). The lodge will remain open year-round, seven days a week, and 24 hours per day.
Original construction of the Lowland Heights Roadhouse took place in 1954. Each of our rooms is equipped with two double beds or a queen bed, and rooms with a second bedroom or kitchenette are available. A full-service restaurant is available, along with a bar that offers live entertainment and eight RV sites. We will soon be adding coin-operated laundry services (washing, drying and folding), as well as a four-bay self service car wash. The Roadhouse has an on-site front desk. There have been many restorations to the buildings and we are planning more. We may add 10 motel units next spring.
We will expand our services to Dusty Corners, and nearby cities, as the Roadhouse is established in peak season. The large dance area can be used for formal and informal events (e.g. The large dance floor is ideal for wedding receptions as well as club meetings, Christmas parties and family reunions. ).
Lowland Heights Roadhouse’s target market strategy focuses on being a destination of choice for those in the Greenhorn Valley, who are looking to recharge or relax. The target markets that we are going to pursue are people or families looking for a vacation destination, honeymooners, family reunions, hunters, and drop-in customers. With so many outdoor activities available in the Greenhorn Valley, it is an ideal location for families to visit. It is projected that the unit rental will increase by 30% annually. The only downside is that there isn’t any laundromat/car wash within 50-miles.
Because there is no other Mexican restaurant within 20 miles, the only competition for the restaurant’s sales has been increasing weekly. This projection does not reflect any significant increase in marketing or exposure. It is however based upon the general average rise in tourism.
Tourists, hunters from all across the United States, as this area is well-known for its great hunting of deer and elk, and local patrons needing the facilities for various events are our three main customers.
We have a website and subscriptions to Web services provide potential customers international exposure at nominal annual costs.
. Roadhouse would love to see a 10% increase annually in customers.
Financial ConsiderationsGolden Cholla Enterprises LLC (dba Lowland Heights Roadhouse) will be purchased via a Small Business Administration Loan (SBA). The buyers will provide 20% down. We are assuming an initial capital start-up, as shown in the Start-up table, for operating expenses which we have already contributed.
As shown in the Financial Plan chapter, we have estimated average monthly fixed expenses, which includes operating expenses, mortgage payment, and other costs. Both peak and off season will have a significant impact on monthly earnings. On-season revenues will outweigh off-season loss for the first year. As Lowland Heights Roadhouse gains market share among local patrons, we expect that off-season revenue will be enough for Lowland Heights Roadhouse’s first year to break even.
The objective of the Lowland Heights Roadhouse for the first three years of operation include:
- Open the Lowland Heights Roadhouse “turnkey operation” with existing bookings from the previous owners, and new bookings under an uncreased rental rate after possession.
- Exceeding customer’s expectations regarding hunting and vacationing accommodations
- Maintain a 90% occupancy rate every month.
- Assembling an experience and effective staff.
- To increase the number of clients by 10% each year.
- Direct advertising and Internet technology can increase market exposure.
- We are hoping to increase off-season occupancy in the first year by offering incentives and increasing exposure on the Internet.
- Increase off-season use by expanding into other uses for property (cater parties, receptions, weddings, etc. ).
1.2 Keys to Success
The following factors are key to the success of Lowland Heights Roadhouse:
- Provide a facility that is first class with attention to detail.
- Each guest should feel that they are our number one priority
- Provide quality meals.
- To ensure repeat bookings, retention and referrals, we recommend that you keep your customers.
Lowland Heights Roadhouse has one mission: to be the best option in Prickly Pear Country for temporary lodging. This is done by increasing our exposure via the Internet, with multiple networks and links, and introducing the area into market segments that have yet to discover this year-round hunter’s paradise. We intend to be more that a Roadhouse. We want to create a place of conveniences that is more than the Dusty Corners standard fare.
The Roadhouse guests will have every need met to ensure his/her comfort. Catered meals and chilled wine are available for special occasions. You can request a catered meal or chilled wine for an additional charge. During the weekends, guests will return to the Roadhouse in the evening and find a fine restaurant to dine at before turning in.
We plan to offer more services to residents of Dusty Corners, and other nearby cities, as the Lowland Heights Roadhouse grows through peak season. The large dining area can convert into a large area, ideal for formal or informal gatherings (i.e. Wedding receptions, family reunions and Christmas parties are all possible. Many additional possibilities are available outdoors with its easy access to the mountains. The Roadhouse has the ability to provide a catered reception indoors, making events simple and enjoyable for all guests. We as owners want to ensure that guests are treated with attention and quality service.