HADM 4515

Hospitality Visioning and Concept Design

Course Description

Course information provided by the Courses of Study 2021-2022.

This course is an interdisciplinary course where one can apply what they have learned in hospitality development & design, marketing, real estate and operations, to envision a hotel concept, or brand story, and fully develop it with a team to understand how this concept informs site selection, program, design, and operational procedures.

When Offered Spring.

Permission Note Intended for: SHA students. Non-SHA students must obtain written permission of instructor.
Prerequisites/Corequisites Prerequisite: HADM 2550 or HADM 7510.

Satisfies Requirement Elective.

Comments Graduate students must enroll in HADM 6515.

• Foster an in-depth understanding of the hotel real estate development process with an emphasis on the "Concept Phase" and how decisions in the front-end impact future phases in the process.
• Understand how branding, design and operations inform each other to deliver a seamless experience for the guest.
• Understand the sequential nature of the development of a hospitality brand and learn how to apply a brand vision as a filter for all decisions throughout the development process.
• Understand the role of each professional in the development of a new hotel concept including developer, architect/designer, marketing/branding professional, and operator.

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