The market for Hidden Orchard

What is the Market for Hidden Orchard?

The destination spa industry is a $550mm to $600mm industry, with attractive profit margins growing 10% to 15% annually. With 1,000,000 of the total 4,800,000 destination spa-goers nationally hailing from the Chicago region, and no luxury health-oriented destination spa within driving distance, this represents major pent-up demand for Hidden Orchard. With only one 16-room destination spa in downstate Illinois, there is a real opportunity for Hidden Orchard located in the highly popular “Harbor Country” vicinity only 70 miles from downtown Chicago. With 22 million people in the region, and over 350,000 households enjoying annual incomes of $200,000 or more, Hidden Orchard will be able to attract 5,000 to 7,000 guests annually.

A sustainable competitive advantage can be achieved by

being the first in the region to offer a luxury destination spa with medically supervised integrated wellness and spa programs,
establishing a strong brand; and
exceptional, personalized guest service in a boutique; and
exceptional local resources enabling industry-leading guest programs; and
executional excellence – delivery of a flawless guest experience through experienced leadership and excellence in employee training and support.

The primary target market is:

40 to 60 year old high achieving business executives and professionals. By the time they are in their late 30’s and early 40’s, these individuals generally are leading stressful lives, and are finding that their physical resilience is diminishing. A four to seven day vacation at Hidden Orchard will provide a welcome respite, and will motivate them to adopt healthy lifestyle practices that will help them to live well for life.
The metropolitan areas of Chicago, Detroit, Minneapolis, Cleveland, Cincinnati, Grand Rapids, Indianapolis, South Bend, Las Vegas, Atlanta, and Orlando. These are all locations that are either a reasonable drive from Hidden Orchard (1 to 3 hours), or for which there are direct flights in and out of the South Bend Regional Airport, 35 miles from our site.
Elite professional women’s groups such as the Chicago Finance Exchange, the Committee of 200, and the Chicago Network; professional groups such as the Young President’s Organization and the Corporate Executive Board.

Three market segments Hidden Orchard will focus on are

Owners of middle market companies
Professionals such as partners in accounting firms, partners in law firms, and medical doctors
Corporate executives, such as CEOs, CFOs, and others

Hidden Orchard will reach this market through a wide-range of marketing techniques, including publicity and word-of-mouth from satisfied guests, who will also repeatedly return for renewal and refreshment.