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An Unconventional Path
“I took a very untraditional path,” Dolan says. “In college, I worked
in a snowboard park in Utah’s Wasatch Mountains.” After graduating
from the University of Utah with an environmental science degree,
he traveled the globe with his surfboard to New Zealand, Peru, Costa
Rica, Fiji, Indonesia, and Europe.
“I experienced diverse cultures, landscapes, resort amenities, and
hospitality practices. I always traveled solo and worked along the way,
mostly at resorts, hostels, and restaurants. I was on a full-immersion
mission to cultivate experiences, and it’s that part of my background
that landed me this position.”
Dolan was hired in December 2014. “We had tremendous success
in 2015, winning the Clarabridge Customer Experience Innovation
Award, as well as being nominated for an ARDA award for best activi-
ties program,” he says.
An Inspired Plan
Early last year, Welk Resorts launched INSPIRED For You, a brand-wide
portfolio that mixes tried-and-true programming with off-site adventures
and new games and activities.
“It’s based on the local landscape and culture, although there are
core experiences at all resorts,” Dolan says. “We change INSPIRED For
You activities every season and take into account owner demograph-
ics, weather changes, and historical participation levels.”
In Tahoe this past winter, for example, he reports that they piloted
the Ride With a Local experience. “We take our snowboard and ski
enthusiasts — skilled riders only — to the best back-country mountain
terrain. This takes their time on the mountain to a whole new level.”
Game of Drones is a popular tech event. “We have drone fleets at
every resort,” Dolan says. Guests learn flight basics, take their skills
to an outdoor obstacle course, and graduate with a pilot’s certificate.
And at the San Diego resort, Dolan launched
INSPIRED Studios, where guests can test-
drive virtual-reality equipment, compete in lip-
sync battles, take movie and photography class-
es, create digital comic books, rent and play
musical instruments, and produce green-screen
video and photography shoots.
Something for Everyone
Spy Camp teaches kids how to make pinhole
cameras out of their teddy bears, and per-
form audio surveillance with sound dishes and
aerial surveillance with drones. Multigenera-
tional activities are an important focusof Dolan’s
programming strategy. “Families want to spend
meaningful time together, so we have created
a number of team-building events that keep all
ages engaged.”
In Cupcake Wars, families team up to decorate a giant cupcake, then
create a company to market it, including a slogan, commercial, and
packaging. “The families get a copy of their commercial to take home.
During the summer, it’s not uncommon to have 10 families competing
during a single 90-minute event.”
New Features, New Resorts
Capital improvements bolster the new programming. At the San
Diego resort, for example, a 6,000-square-foot (557 square meters)
state-of-the-art fitness center with a two-story rock-climbing wall,
indoor and outdoor strength training, aerobics equipment, spas, sau-
nas, and a variety of classes were added. And recreational offerings
were enhanced with pickleball, a new sports court, basketball zone,
sand volleyball, more cabanas, an amphitheater, a movie theater, and
barbecue areas.
Construction has begun on the multiphase Breckenridge resort,
reminiscent of a historic mining homestead. “First occupancy of
our 123-villa resort will be in 2018,” says Fredricks. The Vail Resorts–
managed ski area is one of the best in Colorado, its mountain-biking
terrain is unparalleled, and there is fly-fishing and a 40-mile (64 kilo-
meters) paved bike path adjacent to the resort.
“This will be one of the first resorts Breckenridge visitors experi-
ence as they enter town, so paying tribute to the mining heritage was
well-received,” Fredricks adds.
The Poipu, Kauai, resort will open in phases starting in 2020,
Fredricks reports. The 164-villa ocean-view resort on 21 acres (8.5
hectares) is a short walk to the internationally acclaimed Poipu Beach,
restaurants, shops, and a golf course. The Hawaiian plantation–style
resort will incorporate lava-rock water features and foundation walls
from structures existing hundreds of years ago, and a beach-entry
lagoon-style pool.
“We are creating an innovative villa design
with terrace dining, outdoor showers, outdoor
living room environments, and open floor plans
that create the
aloha
feeling,” Fredricks says. “It
will have the feel of an old Hawaiian resort.” A
viewing deck next to the preview center and a
topological table replicate the original village.
Through it all, however, the guest experience
is paramount. “I have a very clear vision,” Dolan
says. “Incredible moments are waiting if we are
brave enough to seek them. It’s my hope that
these moments will resonate with guests long
after they check out.”
Catherine Lackner, based in Miami, Florida, writes for
newspapers, magazines, and various other media, and
has been covering the vacation ownership industry for 11
years.
As part of INSPIRED Studios, guests at Welk’s San Diego resort can produce their own
green-screen video.
fast
facts
Welk Resort Group
Developer:
Welk Resort Group, Inc.,
Jon Fredricks, president and CEO
Headquarters:
San Marcos, California
Product:
Primarily points-based with some
fixed-week, fixed-unit
Resorts:
San Diego:
Welk Resorts San Diego
(comprising Mountain Villas, Resort Villas, and
Villas on the Greens)
Palm Springs:
Welk Resort
Palm Springs
Lake Tahoe:
Northstar Lodge by
Welk Resorts
Branson:
The Lodges at Timber
Ridge, Welk Resorts Branson
Cabo San Lucas:
Sirena del Mar
Website:
welkresorts.com
Social Media:
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