BUSINESS PROPOSAL: RESORT MODEL **CONFIDENTIAL** DRAFT | ABRIDGED V1.3 AUGUST 17, 2022 A REGENERATIVE RETREAT CENTER FOR THE 21ST CENTURY Celebrating spirit, mind, body, and earth in the mountains of Costa Rica MESEMONDO ART, SCIENCE, & SPIRIT
THE NAME Mesemondo: Storyteller (Hungarian) Creative Interpretation: Stories of Middle Earth (our location is in Costa Rica, Central America) derived from Meso = Greek mésos (middle) and Mondo = (Esperanto) the world; human existence. Therefore, crafting stories of spirit, mind, body, and earth; celebrating our human essence.
See Also: Mondo = (Zen Buddhism) A dialogue between master and student, designed to obtain an intuitive truth. THE CONCEPT Mesemondo is a wellness retreat that focuses on full-spectrum sustainability: A holistic alignment with our truest selves, our communities, and with our planet. It functions at the intersection of wellness tourism, ecotourism, and sustainability education. A focus on creativity, renewal, and a celebration of life's abundance helps this regenerative retreat stand apart in its approach to wellness. On-site offerings guide participants through a multi-dimensional experience of Costa Rica's exuberant landscapes. Workshops designed to connect with your senses, intellect, and creative capacity offer plentiful opportunities to honor and uplift your spirit.
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ABOUT
AdventuresMesemondois education.wellness,sustainablethreethoughtfullycorporationmission-drivenathatcombinesaspectsoftourism:ecology,and OUR COMPANY
With a regenerative business design, the company goes beyond sustainability to deliver positive benefits across sectors. The heart of this approach is science-informed decision making, ecological conservation, and capacity building for both visitors and employees. A four-fold orientation towards profit & prosperity, the planet, people, and purpose places this endeavor in the category of social entrepreneurship. The CEO’s extensive knowledge of sustainability principles and practices ensures that the project goes beyond superficial “greenwashing” to experiment and prototype innovative solutions that model a hopeful, uplifting, and engaging way forward.
Costa Rica is a world leader in ecotourism and in conservation success stories. Its lands and peoples are full of stories of hope and inspiration that connect us with what is best about our planet, and what is best about ourselves - it offers a place of optimism, grounding, and restoration. Mesemondo is a woman-owned, Benefit Corporation (B-Corp) arranged to contribute to the social, natural, and economic capital of the surrounding area. The company strives to be force for good, making positive contributions to the Sustainable Development Goals (SDGs) and a fairer future for all.
MESEMONDO MODELS TRANSFORMATIVE CHANGE THROUGH FIVE EDUCATIONAL AND EXPERIENTIAL PILLARS: ART, SCIENCE, SUSTAINABILITY, SPIRIT, AND ADVENTURE
Created by a professor with 30 years of experience in the conservation field and 15 years experience teaching sustainability at a Big Ten university, this unique center offers an immersive experience into living and exploring solutions firsthand, not just talking about them.
Mesemondo Adventures is a purpose-driven, woman-owned BCorporation that inspires compassion and connection for the planet, its people, and all beings through positive, creative projects of the highest standard… Gathers people to celebrate life and discovery with a holistic and integrative worldview based on systems Generatesthinking…lastingsocial, ecological, spiritual, and economic vitality… Models transformative change through four educational and experiential pillars: art, science, sustainability, and spirit… Mesemondo is a wellness sanctuary set within a biological reserve in Costa Rica, designed to nourish body, mind, and spirit. Through immersive discovery, exploration, and celebration of life on earth, it offers world travelers a vibrant reconnection to self, society, and planet in a spirit of optimism and regeneration…
STATEMENTMISSION
VISION
SOCIALPRINCIPLESFOUNDATIONALVENTURE/SOCIALENTREPRENEURSHIP
5)
3)
4)
2)
1) Coherence (moving from siloed strategies to needed planning and collective impact), Circularity (moving from linear systems to connected ones for waste, water energy), Resilience (integrating climate resilience and cognitive resilience for the capacity to adapt to change, heal and recover from stress), Community (orientation towards a well-being and vibrant social networks), Compassion (a worldview of interdependence) Rose, Well-Tempered City, 2016
7 MAIN ATTRIBUTES 1) an integrative worldview, or paradigm ; 2) a systems-enhancing purpose ; 3) products that address the fundamental needs of society; 4) products made environmentallywithand socially responsible processes ; 5) a life-enhancing relationship with its people ; 6) thriving partnerships and networks; and 7) regenerative use of its profits . Rose, Stanford Social Innovation Review 2021 5 CHARACTERISTICS
Social entrepreneurship proposes solutions for social problems while applying a market-based approach…Purpose beyond profit: social, environmental, and economic outcome are considered in the performance judgment, and are measured by multiple types of capital. ( Social Entrepreneurship in Hospitality , Legrand et al, 2021) BUSINESS
REGENERATIVE
SITE DESIGN This site-agnostic concept plan illustrates 14 potential structures on site, including a lodge and two clusters of villas for overnight guests. The site planning process will include historical, cultural, ecological, and climatic studies to create a project with low environmental impact and high social impact, balancing the economic, environmental, social, and spiritual aspect of the site. • Lodge reception (10 rooms) • Villas: lodging (3 bedroom –6 units; 4 bedroom –4 units) • Owner facility (three or four bedrooms) • Investors compound (3 bedroom–4 units) + pool (optional) • Restaurant • Yoga/meditation pavilion • Spa/bodywork center • Sculpture garden (perhaps with mini golf) • Classrooms (including library, remote workspaces) • Biological reserve (hanging bridges, research stations) • Barn, stable • Community kitchen (indoor and outdoor) • Service/utility buildings • Permaculture and food forest • Adventure outfitting (optional) • Hot Springs adjacent to spa (optional, but ideal) PROPOSED STRUCTURES
THE LIVING COMMUNITY CHALLENGE FRAMEWORK CREATES SPACES THAT ARE: • Healthy for all elements of life • Nurturing and generous places that promote healthy lifestyles for everyone • Net Positive with respect to water and energy. Living Communities generate their own energy and capture and treat all the water they need. • Designed using multipurpose elements. Nothing has only a single purpose; everything has multiple benefits to the community and environment PLANNING APPROACH Our approach is founded on the seven performance areas (Petals) of the Living Community Challenge: Place, water, energy, health & happiness, materials, equity, and beauty. Learn more about the Living Community Challenge
Our on-site services will enable visitors to reconnect, energize, and interact along 5 pillars: SCIENCE, SUSTAINABILITY, SPIRIT, & ADVENTURE
Overnight guests can opt to stay in the lodge or in villas. Dining is available in the restaurant and the snack shack, where acai bowls and protein balls are offered. They may also choose to cook their own meals in their villa or meet fellow travelers in the community kitchen. AND SERVICES FOR WELLBEING/WELLNESS
PROGRAMS
This approach takes the successful model of wellness tourism and adds components of art exploration, conservation sciences, and sustainability education for a stimulating, well-rounded, and unique experience of Costa Rica’s abundance.
EDUCATION
Classes and workshops are available as part of a lodging package, or may be purchased a la carte by overnight guests, international tourists staying in the area, or local residents. & SERVICES
ART,
Featuring wellness economy sectors as identified by the Global Wellness Institute ( 2021 ): Healthy eating and nutrition; physical activity; traditional and complementary medicine; mental wellness; personal care and beauty. SCIENCE, AND SUSTAINABILITY
LODGING AND FOOD
PRODUCTS
• Rooms, 40% • Food, 15% • Beverage, 15% • Spa, 5% • Classes, 5% • Day passes, 15% • Special events, 5% POTENTIAL SOURCES OF REVENUE FOR FULL RESORT Sales, Rooms, 40% Sales, Food, 15% Sales, 15%Beverage, Sales, Spa, 5% Sales, Classes, 5% Sales, Day passes , 15% Sales,eventsSpecial,5%
ART,
• Three overnight guests visit the food forest to pick fruit for their morning meal
• 15 people stay in the lodge, Including five student interns working in the biological reserve (three doing research for their undergraduate thesis)
• Another villa resident group includes a group of 8 health care workers and 4 teachers attending a “How to Keep an Open Heart” workshop designed to counter burnout tendencies, offered by the Greater Good Health Center
• The Snack Shack offers new menu of acai bowls and vegan protein balls, serving 23 visitors
• Villa occupancy includes a group of 8 attending a deep ecology retreat, and a group of 12 friends and family on a reconnection getaway
• The writer in residence offers a poetry reading during afternoon tea time, attended by 12 people
• A group of 5 women traveling together attend the spa, receiving hot stone massages followed by a waterfall cleanse
• Local guides lead a group of 7 on a night hike in the biological preserve
ON A TYPICAL DAY…
• 17 people play mini golf in the sculpture garden
• 12 Tourists, and 6 local residents visit the Hot Springs
• In the community kitchen, 8 people attend a nutrition class on the gut microbiome followed by a “Grandma University” session on pickling /fermented foods, which is led by a local elder
• A local running group of 6 people goes for a trail run in the biological preserve
.
On that one day, 185 people experience an insight or physical healing that changes their perspective in some area of their life and contributes to the global change we intend
• The musician in the residence gives an evening performance in the sculpture garden
• Five people work in remote workspaces (3 in outdoor facilities, 2 indoors)
• 20 people in their restaurant for lunch, 30 for dinner
• Kimberly leads a workshop on biomimicry essentials in an architectural demonstration building, and then conducts a biomimicry treasure hunt in the biological reserve (8 attendees)
• Four employees use designated time to work on a self-directed and self-initiated project (in this case, developing a community garden, labeling a botanical showcase, and organizing a kids’ art exhibit from the local elementary school)
The retreat estate may be host to the following myriad of activities and guests:
• The artist in residence gives a workshop on nature journaling, serving 10 people
• 3 local transportation drivers stop by with 12 visitors to visit the art gallery and snack shack on their way to/from airport and other destinations
• Three families visit the farm for horseback riding / equine experience
• Two families have a picnic in the sculpture garden pavilion
• rise and shine yoga is attended by 10 on site guests
OFFERINGSEDUCATIONAL
Kimberly has extensive experience in sustainability education and has a large repertoire of ready-to-go seminars. These may be offered as optional add-ons for clients, workshops for the community, or small events for tourists in the area. Options could include a short lecture over dinner about biomimicry and then a night hike for discovery; ethics and enchiladas lunch sessions; or sustainability suppers.
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Afternoon Tea Art BirdingGalleryfrom your backdoor Birding Safari Bright Morning Qi Gong Chocolate from Tree to Bar Cooking & Nutrition Classes Equine HangingForestFloatingFitnessEveningExperienceYogaClassClassroomBathingBridges MindfulnessMeditationHootenanny Workshop Night RiseRetreatReiki/PoolPicnicsPersonalOutdoorOutbackOrchidHikesTrailHikingMoviesChefServicesMassageFacilitiesandshineyoga Scientific Research Plots Sculpture Garden Spa & Bodywork Stone SunsetMassageDrinkson the Patio Tai TEDChiTalks - Watch & Discuss Trail Runs Visit the Farm Visit the Organic Garden Waterfall WeekendcleanseDance Parties SCIENCE WORKSHOPS Adaptive BiodiversityCycle101: That which weaves us Biomimicrytogether Treasure Hunt Climate Communication Basics Climate Impacts Near & Far Climate Science 101 Diversity & Redundancy (& the Pathology of Efficiency) For the love of all things creepy and Healthycrawly Gut, Healthy You (Your Inner IntegrativeRainforest) Nutrition Consultation Managing Systems for Resilience Our Relatives with Roots Our Relatives with Wings Planetary Boundaries Science & NonDuality Think Competition Runs the World? Think TippingAgain!Points: View from Ecology ON-SITE ACTIVITIES Artist in Residence Artist CraftConsciousCommunityWorkshopsKitchenCookingyourownlotions, balms Create a one-act play, poster, digital story, song, bumper Createsticker your CyclesaromatherapysignaturescentofCreativity& Renewal DIY Art Intervention Improv Writer'sWriterCreativityWorkshopsTheStorytellingPublicPostcardPhotographyMusicianWorkshopsinResidenceClassesSeries&CommunityArtforConnectionsPoetryofConnectiononCyclesofandRenewalinResidenceShack ART EXPLORATION
12 Alternatives to GDP Architectural Demonstration BeyondBuildingsMission Zero: Creating Positive Biomimicry:ChangeLife's Design BiophilicPrinciplesArchitecture & Design Building a Vision: Backcasting for the Future Design EthicsEconomicsDoughnutschange?DoDiscoverThinkingPermacultureweneedtransformative&Doughnut&Enchiladas Exploring True Costs & GlobalExternalitiesSDGs & Synergetic GrandmaSolutions University How Can I Make a Difference? (Social Change Wheel) Living MeasuringLivingCommunitiesBuildings/LivingSystemsDesignWhatMatters: Muticapital BehaviorPsychologyPlanningPermacultureMulti-SolvingAssessments&Co-BenefitsPrinciplesforResilientFuturesofSustainable Rapid Decarbonization: Is It RegenerativePossible? Design Resilience Mindsets Solutions SustainabilityShowcaseforthe 21st SynergyCentury & The Sustainable Development Goals System Archetypes: When problems keep coming back Systems Thinking on the Farm The Sustainability Spectrum What's a B-Corp? SUSTAINABILITY SESSIONS Adaptive Cycle Cycles of Creativity & Renewal Eco-Centric Worldviews: Deep Ecology, Ecofeminism Effective Communication Equine Experience Healer in LovingLifechangeincrementalResidencevstransformationalLessonsfromBiomimicryKindnessMeditation Meditation & Neuroscience Planning for Resilient Futures Telling Your Story of Change The Three Stories of Our Time (Macy, Relational Center) The Work That Reconnects (Macy & Engaged Buddhism) Thresholds of Change Walking Meditation What's it like to be a bat? Seeing through animal eyes SPIRIT & MINDFULNESS
Page 13 COMPANYTHE ORGANIZATIONALOWNERSHIP STRUCTURE LEGAL GOALSKEYSUSTAINABILITYSTRUCTUREPOLICYPERFORMANCEINDICATORS&OBJECTIVES
• $4M for land or property purchase. Financial Model calculations include a $2M loan at 10% over 30 years, and investor equity loan of $2M, where the investors also receive payments calculated at the rate of 10% over 30 years (total payments $421,000/year)
FUNDING REQUESTED
• $5M Construction/Remodeling Loan, including a $2.5M loan at 10% over 15 years, and investor equity loan of $2.5M, where the investors also receive payments calculated at the rate of 10% over 15 years (total payments $618,000/year)
BUSINESS STRUCTURE
A research and conservation project NGO arm exists alongside a for-profit ecotourism LLC that generates revenue to cover operational costs as well as conservation, research and education activities…In this way, core operating costs are financed through commercial activities, securing a financially sustainable model that ensures the conservancy could exist in perpetuity…Possible: an endowment fund to manage financial shortfalls (e.g., Borana Conservancy in Kenya)
MESEMONDO IS COMPOSED OF TWO SEPARATE CORPORATIONS Similar to the Osa Field Institute… Osa Field Institute consists of two corporations. OFI Management Company, S.A. is a for-profit corporation that owns all the assets, including the land, 8 buildings, and all the supplies and equipment. Osa Field Institute, SRA is a non-profit corporation suitable for use as an educational institution, charitable organization, or any other non-profit purpose
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Costa Rica actively encourages foreign investment, and offers attractive incentives including a recent 2021 law package. However, it is virtually impossible to obtain financing from a Costa Rican Bank. Therefore, funding needs to be established in the home country.
Requests for Phases 1-3
Page 15 MANAGEMENT STRUCTURE **Need advice here**>>see mgt: operations overview from Mary in pages word doc pasted July 11 Chief Executive Officer (Owner) - Kimberly Byrd Chief Hotel Consultant - Executive with years of experience in hotel management (Planning Phase) Hotel General Manager Manager MarketingAccountantand Sales Officer Attendants (Staff like House Keepers, Concierge, Cook, and Hostess) AdventureHousekeepingGuides & Naturalists
Page 16 KIMBERLY Positive, engaging sustainability professional with 30 years of experience statejoyfulcommunicating,motivating,andinspiringandcollaborativeworkforthecommongood.Experienceinacademia,nonprofitorganizations,andlocalandgovernmenthasdevelopedadiversifiedskillsetfocusedoncommunication,partnership,criticalthinking,andinnovation.Excellentinterpersonal,conceptual,andpracticalskillsaimedatlarge-scaleproblem-solving. PROFESSIONALTHRESHOLDBLOG.COMBYRD0023@UMN.EDU651.698.2400PROFILE CONTRIBUTING AUTHOR / MCGRAW HILL HIGHER ED 2018-2021 Updated chapters for Cunningham and Cunningham’s Environmental Science: A Global Concern; storyboard author for online environmental science lessons. WORK EXPERIENCE COURSE INSTRUCTOR / UNIVERSITY OF MINNESOTA 2009Lead instructor for courses on global sustainability, sustainable communities, and environmental ethics. MERCURY SPECIALIST / WISCONSIN DNR 1995-1997 UNIVERSITY OF MINNESOTA / DOCTORATE 1997-2004 PhD in Conservation Biology, an interdisciplinary program that integrates public policy and ecology. Dissertation on wolf management in Minnesota. EDUCATION NORTHWESTERN UNIVERSITY / BACHELOR OF ARTS 1986-1990 BA degree in history, with a focus on science in human culture. Student activist and founding member of environmental group still active today. SKILLS • Excellent written, verbal, and graphic communicator • Proficient and experienced at communicating technical or conceptual material • Positive and enthusiastic team member • Confident working individually, or as part of a team or coalition • Innovative, approachable leader SELECTED EXTRAS BYRD RECYCLING COORDINATOR / NORTHWESTERN UNIV. 1990-1994 “True Sustainability,” TEDx talk, October 2016; Chairperson, Mahtomedi Environment Commission 2018-2020; TEDx Steering Committee, 2018-; Member of the University of Minnesota’s United Nations COP25 Observation Delegation, 2019 and COP 26, 2021; Personal Chef 2017; National Outdoor Leadership School; Artist -See full resume in AppendixINSTITUTE ON THE ENVIRONMENT EDUCATOR / UMN 2019 -2021 Creation of a new course introducing all incoming freshman to principles of sustainability and resilience thinking. CONSULTANT / UMN DEPT OF APPLIED ECONOMICS Researcher, author, and graphic designer of a 200+ page sustainability sourcebook for high school students and teachers. 2016-2018
Page 17 MARY WELSH Serdendipity Circles, CEO Expert in Women’s groups, workshops, retreats JULIA NERBONNE, PHD Executive Director, Minnesota Interfaith Power & Light KEY ADVISORS **Need confirmation from Jonee, hire hotel executive** Responsible Travel Wilderness Inquiry Greater Good Science Center Regenerative Ed Podcast The Work that Reconnects Full list on webpage—add to competition & cooperation section ORGANIZATIONAL CONTACTS/NETWORKING HOTEL EXECUTIVE Referral from Brian Stage, for input and consulting about business plan operations JONEE KULMAN BRIGHAM, AIA, LEED AP O+M Working in Sustainable & Regenerative Design, Green Schools, and Environmental Education
DonalddeveloperHuber, real estate developer, founder of Newfields , 1 of 11 new communities founded by the federal government in the 1970s With a long career in sustainability education, group facilitation, climate activism, and community organizing, Kimberly has numerous colleagues willing to offer insights, ideas, and encouragement for the project.
Kara Parker, MD, head of Integrative Medicine at Hennepin County Medical Center (Wellness Kristentrends) Mastel, University of Minnesota Libraries (forest bathing) Linda Butarian, PhD (education specialist, creative writing and art for social change)
Barb Hynes-Tomczyk, actress, teacher (improv Annexpert)Pierce, PhD, Director of Parks and Trails, Minnesota Department of Natural Resources
INSIGHT CONSULTANTS
Amir Nadav, former Head of Sustainability, St Thomas University (living community challenge)
Graham Ambrose, PhD, (regenerative agriculture, food systems) Kaia Sven, (Women’s group specialist) Judy Fawcett (art workshops)
AmeliaSpecialistReigstad, PhD, communication trainer, group facilitation Ahna Logan, Interior Design Tobie Vickers-Lee, art education
Brian Stinquist, formerly of Minnesota Department of Natural Resources (group Timfacilitation)Smith, PhD, Systems Thinking Expert (leads college class in Costa Rica) Corrie Crothers, (leads high school class trips to Costa Rica) Analyah Schlaeger dos Santos, Youth Program JeanineSpecialistChristenson, Real Estate Professional
Tuominen, Doctor of Chinese Medicine and certified functional medicine practitioner
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Kathy Flaminio, Founder, Yoga Calm
Christine Kleich, LICSW, Social Worker, socialist in women’s groups
Julia Huber Mayeux, Build-to-Rent real estate
Kyle Samejima, Executive Director, Minneapolis Climate Action
Kathy Dix, former Director of Ogitchi Daa Kwee girls Alexandercamp Lazlo, PhD (transformational learning Annalisepathways)Smitsman, PhD (regenerative Marnitaeducation)Schrodel (hospitality) Mary Hoff, Drawdown Project (journalist and community expert) Sarah Goodspeed, Climate Generation (youth Christineeducation)Baeumler, PhD, Interdisciplinary Art & Social Practice Department Chair, UMN Michelle Garvey, PhD (Environmental Justice TracySpecialist)Fredin, PhD, Director of Hamiline University’s Center for Global Environmental SeniaEducationMae
Laura Kincaid, Transformational Workshop
FOUR PHASES OF TIMELINEDEVELOPMENT
PHASE ONE: PRE-OPERATIONAL Planning, purchasing, and designing GOALS OBJECTIVESAND Phase 1 - Pre-Operational: • Establish Corporate entities • Obtain Funding for Phases 1-3 • Select and purchase site: • Biological reserve/ habitat connectivity – large site 100+ acres preferred for ecological integrity, or property adjacent to protected land • Scientific research potential • On-site waterfalls ideal • On-site hot springs ideal • Ocean (or lake) view ideal • Existing structures and operational boutique hotel or resort business ideal • Ensure appropriate surveys, studies, environmental assessments, titles, water concessions • Perform baseline biological surveys • Begin process of biological reserve set-aside • Engage with local experts and the community about cultural heritage interests • Conduct a biophilic design charrette (possible) • Assemble team to exemplify biophilic design: Architect, Contractor, Energy Modeler/Analyst, Engineer – MEP, Mechanical Engineer, Electrical Engineer, Plumbing Engineer, Engineer – Civil & Environmental Infrastructure, Envelope Consultant, Interior Designer, Interior Landscape Designer, Landscape Architect, Lighting Designer, Water Engineer/ Water Scientist/ Designer (Biophilic Design Toolkit from Living future.org )
PHASE 2: LODGING CONSTRUCTION/REMODELING To get money flowing as soon as possible GOALS OBJECTIVESAND Phase 2: Lodging Construction/Remodeling • Structural remodeling of existing lodging options ,if applicable), • Interior design to use bespoke textiles that are playful, colorful, and celebrate place (this would give us a competitive advantage; see examples in appendix X). • Goal: minimum of 10 keys; 15 is better • Remodeling of existing restaurant, if applicable Operating model options: self-catering airbnb; long term rentals (there is a market need for this)
PHASE 3: SUSTAINABLE WELLNESS RETREAT Construction and opening of community spaces, educational programming GOALS OBJECTIVESAND Phase 3: Sustainable Wellness retreat • Develop/expand/repurpose existing educational programming centered on art, science, spirit. • To include a lodge, facility for spa/ body work a meditation yoga pavilion classrooms for art and science, sculpture garden, hanging bridges for adventure, community kitchen for culinary classes. • Soft opening • Marketing goals: • Get listed on Regenerative Travel’s website • Achieve level X Sustainability standard established by Costa Rican Government Operating Model: boutique wellness hotel/retreat center
PHASE 4: MARKET EXPANSION A list of ideas that may be appropriate as the project matures: GOALS OBJECTIVESAND Phase 4: Market Expansion, Programming Focus • Continuing education credits for teachers • Student interns • College credit classes • High school class trips • Residential community (?) • Apothecary with herbs, tinctures, teas (Amir?)
Page 24 PRODUCTS & SERVICES GOALSREVENUEEDUCATIONALWELLNESSSITEOVERVIEWSTRUCTURESSERVICESPROGRAMINGSTREAMS&PRICING&OBJECTIVES
o Healthy eating and nutrition – offered in the restaurant, snack shack, options in the mini-bar, integrative nutrition consultations, personal chef services for overnight guests, cooking, nutrition, and functional medicine classes, Grandma University (fermenting, canning, whole grains), visit the farm & organic garden, permaculture demonstrations, food forest, community garden
• Self-improvement classe s, workshops, seminars, and retreats; mutual support groups ; cognitive enhancement and educational products and services ; a nti-loneliness efforts –offered as part of different pathways (see educational programming, below)
o Physical activity – In the yoga and meditation pavilions: Fitness Classes, Yoga Classes; I n the biological reserve - Biomimicry Treasure Hunt, Floating Classrooms, Forest Bathing, Hanging Bridges, Night Hikes, Orchid Hike, Outback Hiking, Trail Runs, Walking Meditations; Optional Onsite Adventure Options- Equine Experience, Trail Rides, Kayaking, River Safari, Ziplines
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• Brain-boosting functional foods and beverages – in nutrition classes
WELLNESSDESIGN SERVICES
o Mental wellness – 4 sectors identified by Global Wellness Initiative
PROGRAMS IN WELL BEING/WELLNESS/REGENERATIVE
o Traditional and complementary medicine – offered in the spa and bodywork center to include homeopathy, naturopathy, reflexology, chiropractic, acupuncture, Traditional Chinese Medicine, Ayurveda, energy healing, traditional/herbal remedies
• Meditation and mindfulness - Qi Gong, Tai Chi; Loving Kindness Meditations; Meditation Workshops; Meditation & Neuroscience classes; Mindfulness Workshop
• Senses and the mind-body connection , including sound (e.g., sound healing), scent (e.g., aromatherapy), light (e.g., circadian lighting, light therapy), and touch (e.g., stress toys, weighted blankets), and sleep and relaxation products -offered in rooms (see vitality rooms in marketing options below)
o Spas and thermal mineral springs - in the spa/bodywork center; hot springs if possible
o Personal care and beauty – facials and natural beauty products in the spa/bodywork center, make-your own workshops in the community kitchen Services provided in wellness economy sectors as identified by the Global Wellness institute (2021):
Page 26 luxurynights5glamping 18 farm to table organic meals private2transfersplane workshopcreative1 2 private visits to the writer’s shack healing2 treatmentsspa lovingkindness5meditations adventuresactive3 nutrition1 & cooking class picnic1in the sculpture garden 1 visit the permaculturefarm/ dance1party 5 yoga, Qigong, Tai chi classes 2 forestjourneysbathing night1hike science1learningworkshop 5 visits to saunas & pool waterfall1cleanse A 5-DAY RETREAT PACKAGE INCLUDES…
What might an overnight guest do at Mesemondo? The sample 5-day plan below illustrates an option for a typical eco-tourist looking for an alternative to a traditional resort. The focus is on fun and relaxation, with a few minilectures and educational immersion activities sprinkled throughout.
SAMPLE ACTIVITY PATHWAYS
Page 28 COMBINE EDUCATIONAL PROGRAMMING AND ON-SITE SERVICES TO OFFER 3, 4, OR 5 DAY THEMED ADVENTURES IN WELL BEING/ WELLNESS/REGENERATIVE DESIGN ACTIVITY PATHWAYS
Page 29 3, 4, OR 5 DAY THEMED ADVENTURES IN WELL BEING/WELLNESS/REGENERATIVE DESIGN ACTIVITY PATHWAYS
Page 30 3, 4, OR 5 DAY THEMED ADVENTURES IN WELL BEING/WELLNESS/REGENERATIVE DESIGN ACTIVITY PATHWAYS
Page 31 3, 4, OR 5 DAY THEMED ADVENTURES UNDER DEVELOPMENT 5-Day Systems Thinking Superhero 5-Day Resilience Mindsets 5-Day Thresholds of Change 4-Day Rest and Relax 4-Day Solutions Showcase 4-Day Science Discovery 4-Day Celebrate Biodiversity ADDITIONAL ACTIVITY PATHWAYS
• Discount packages for educators, healthcare workers, and those working in the environmental field
• Fill up certain suites with a selection of board games — or even create a menu that can be accessed by all guests.
GAMES
SPECIAL EVENTS
CREATIVE MARKETING
ART GALLERY
• Seasonal experiences: The event center or series of classrooms turned into a Valentine experience, Winter Wonderland, Santa popup, Easter Egg hunt. Package tickets with dinner (or an overnight stay.)
• Event-based promotions and packages, which may be either calendar related (e.g. summer promotion, Christmas or Mother’s Day packages), event-related (e.g. in-town conference, sports event), or wellness or cause-related (e.g. Global Wellness Day, cancer awareness month).
Marketing ideas inspired by ehotelier
• In addition to the permanent space reserved for art displays, possibilities include a pop-up progressive art gallery hung in some of the classrooms works with local artists to showcase their work. This could also be a virtual experience used for a marketing/PR campaign. Virtual tours are led by the artists, who can then share their work more broadly than just an in-person audience.
SPA MANAGEMENT
• Special programming for healthcare workers and environmentalists (eg.: “How to keep an open heart” with the Greater Good Science Center)
• Provide sustainability-based board games (the CEO teaches a university class on the topic, titled “Regenerative Game Studio: Playing for the Future”)
• This theme can be pulled into individual rooms as well. New movies are now offered on streaming platforms, so you could align your promotion with a new movie premiere and include
• The installation of a signature “Instagram Swing” where everyone wants to be photographed is well worth the $500-$1000 investment.
• The photo/video room could also double as a rentable podcast studio for those looking to avoid offices but still record an episode of their company’s podcast. This could be coupled with a mentor session from a local creator.
MULTIMEDIA SPACES
• “Love Letter to the Earth” a special background in the media room where visitors could record short 10-30 second clips about something they saw or experienced that brought them joy, awe, or wonder. Strung together and subtitled, they could play in the lobby.
• Photographers, videographers, influencers, and live streamers are always looking for fresh backdrops for their content. A package could include lighting, such as ring lights, as well as critical support around WiFi and photo/video gear. A roll-down green screen could also double as a Zoom background – and an add-on feature for your Work Lounges.
• Set up a screen by the pool for “drive-in movies” or use the side of a building to create a unique cinematic ambience.
CREATIVE MARKETING 2
MOVIE NIGHTS
Additional marketing ideas, inspired by ehotelier
PLAYFUL TEXTILES
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The buildings’ interior design will incorporate fabrics hand-curated by the CEO. Grouped by color palettes and designed by artists across the world, the fabrics are printed on-demand onto lightweight cottons, gauze, cotton duck, linen, velvets, stretch lycra, and blends. We can also upload artwork created on-site by our artists in residence for a truly unique experience. The textiles will be used for bespoke curtains, pillows, bed runners, table linens, tea towels, swimsuits, beach bags, and robes. These unusual and delightful designs will help create a signature style for the facility. Look closely! Trilobites, sloths, jaguars, tapirs, and toucans are hiding everywhere. A full sampling of the design collections appears in the Appendix.
Page 35 ANALYSISMARKET COSTA RICA COUNTRY ANALYSIS THEECOTOURISMWELLNESS ECONOMY KEY PROGRAMMING-TRENDGROWTHDRIVERSPOTENTIAL ALIGNMENT
Page 36 GLOBAL WELLNESS ECONOMY IN 2020 INDUSTRY OVERVIEW Wellness is a significant trend in the hospitality industry. From 2017 to 2019, wellness economy saw 6.6% growth annually, a growth rate significantly higher than global economic growth (4.0%) ( GWI, 2021 ).20.9%2020-2025 projected annual growth rate of wellness tourism ( GWI, 2021 ) trillion$4.4 billion$436 trillion$7.2 Global Wellness Economy worth $4.4 trillion Global Wellness Tourism worth $436 billion Wellness Tourism in Costa Rica worth $7.2 billion Source: Global Wellness Institute, Global Wellness Economy Country Rankings, 2022 +53%Wellness travelers far outspend the average tourist. Per trip, international wellness travelers spend 53% ($1528) more on their journey. ( Accor, 2019 ) Compared to the average tourist, wellness travelers’ per trip spend
GLOBAL WELLNESS INSTITUTE 2020 TRENDS
GLOBAL WELLNESS INSTITUTE 2022 TRENDS
TREND 1: An Explosion of Regeneration Projects, Initiatives, & Organizations; TREND 2: Regeneration and Beauty in sourcing TREND 3: Regenerative Hospitality and Travel TREND 4: Regeneration Art TREND 5: Regenerative Leadership TREND 6: Spirituality and Business
TREND 1: Developing the Understanding, Emphasis and Use of the Term ‘Regenerative Economy’ TREND 2: Increasing the Number of B-Corps in the Wellness Industry TREND 5: Raising Interest in and Practice of Spirituality Source: GWI, 2022 Kimberly is delighted that the concept of Regeneration has come into the mainstream. Once an obscure concept in sustainability, it is now the leading trend in the wellness economy. This robust approach has firm grounding in both theoretical meaning and its potential to deliver transformative change. But buyer beware! Some companies are now tempted to replace the word “sustainability” with “regeneration” because it is a buzzword. Kimberly has engaged with this concept from its inception and takes it seriously, from site assessment, biophilic design, educational programming, and multi-capital assessments of the social, ecological, and economic impacts of the project.
INDUSTRYRELEVANT TRENDS
WHY COSTA RICA?
COSTA RICA IS A STRONG INVESTMENT
COSTA RICA IS A STABLE DEMOCRACY Costa Rica has been named as the world #2 place to retire in according to I nternational Living's 2022 Global Retirement Index . The annual index features a list of global retirement hotspots, compiled using personal experiences of expats in each location, combined with factors good weather, professional healthcare provision, simple access and affordability.
Sometimes referred to as the "Little Switzerland" of Central America, Costa Rica is home to a stable democracy, unparalleled natural diversity, and some of the longestlived people on the planet. The country invented "eco-tourism" and plans to invest in the coming decade to ensure it's growth. The scientific, psychological, and physiological benefits of time spent in nature are well-proven, and today many travelers seek excursions like "forest bathing" to counteract the stresses of modern life. There are numerous direct flights from the United states (a 5-hour direct flight from Minneapolis typically costs around $500), making it the ideal destination for tourists seeking either adventure or serenity.
Costa Rica is one of the oldest democracies in the Americas. It abolished its military forces in 1949, diverting this funding to health and education of its peoples. It has prizes public education, including the university system as well as technical and vocational training. Its population of 5 million people enjoys a literacy rate of 96%. Costa Rica is the home to many international organizations such as the Inter-American Court of Human Rights, the University for Peace of the United Nations and the Earth Council. (Information from the embassy of Costa Rica in Washington, DC)
RANKED AS THE #2 PLACE TO RETIRE IN THE WORLD
MAECENAS SED RISUS
Page 39 30 NOVEMBER 2030
VARIUS BLANDIT AMET NON MAGNA. Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Praesent magna, vel scelerisque consectetur et. Sed posuere consectetur lobortis. Duis mollis, est non luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Donec sed odio dui. Nulla vitae elit libero, a pharetra augue. Cum natoque penatibus et magnis dis parturient, nascetur ridiculus mus. Lorem ipsum dolor risus, porta ac, vestibulum. Donec id IN COSTA RICA
ECOTOURISM
40 THE WELLNESS ECONOMY IN COSTA RICA Source: Global Wellness Initiative Country Rankings 2022
Page 41 CUSTOMERS MOTIVATIONS& THE MARKETUSERMARKETSPOTLIGHTOPPORTUNITYONARENALSEGMENTMOTIVATIONSPERSONASDISTRIBUTIONCHANNELS
People today need connection . We are deeply seeking the exploration and discovery of our primary interrelationships: alignment with our truest selves, our human communities, and with the earth. At their best, ecotourism and wellness retreats reveal the vibrance of the natural world and foster our kinship with fellow living beings, embrace the goodness inherent in the human heart, and nourish our creative potential.
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THE OPPORTUNITY
The analysis below highlights demographics from a recent study of ecotourism in Arenal. The data from the graphics came from Carvache-
The Arenal Volcano is one of Costa Rica's most iconic treasures, hosting over 1.5 million visitors each year. This massive volcano towers over a man-made reservoir, Lake Arenal, which offers a multitude of water and adventure activities, including windsurfing, hiking, horseback riding, wildlife safaris, and photography. The surrounding hotels, spas, hot springs, and tourist towns make Lake Arenal and the Arenal Volcano one of the most popular tourist destinations in Costa Rica.
Sustainability 2021, 13, 9818.
What are characteristicsthe of people visiting Costa
et al. The Role of Motivations in the Segmentation of Ecotourism Destinations: A Study from Costa
THE LARGEST TOWN ON LAKE ARENAL IS LA FORTUNA, THE "ADVENTURE CAPITAL OF CENTRAL AMERICA.” Rica? Franco, Rica.
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MARKET SPOTLIGHT: ARENAL
MARKET SPOTLIGHT: ARENAL
Data from Carvache-Franco, et al. The Role of Motivations in the Segmentation of Ecotourism A Study from Costa Rica. Sustainability 2021, 13, 9818.
Destinations:
Data from Carvache-Franco, et al. The Role of Motivations in the Segmentation of Ecotourism A Study from Costa Rica. Sustainability 2021, 13, 9818.
Destinations:
MARKET SPOTLIGHT: ARENAL
Page 46
Insights about ecotourism motivations help inform the types of activities most likely to appeal to these market segments. This information was used to develop the onsite offerings and programming elements at the Mesemondo Retreat Center.
MOTIVATIONS INFORM MESEMONDO OFFERINGS
Data in columns 1-3 are from Carvache-Franco, et al. The Role of Motivations in the Segmentation of Ecotourism Destinations: A Study from Costa Rica. Sustainability 2021, 13, 9818.
In User Experience Design (UX), professionals create “User Personas," fictional or archetypal clients that represent the needs, goals, and characteristics of an ideal customer. This helps product designers gain insight and empathy into potential market segments. An understanding of customers' individual learning journeys and their behavior patterns helps product designers create something that is useful, desirable, and valuable to the target market. In this case, the "Market Motivations" data research from from Carvache-Franco, et al. Segmentation of Ecotourism Destinations: A Study from Costa Rica. Sustainability 2021, provided the justification and analysis behind each persona's development.
MESEMONDO USER PERSONAS
USER PERSONAS 2-3
USER PERSONAS 4-5
MARKET CHANNELSDISTRIBUTION
Page 51 COMPETITION COOPERATION& MARKET COMPARISONS SWOT ANALYSIS
ANALYSISCOMPETITIONUSINGAIRDNADATAOFAIRBNB RENTALS
Page 53 REVPAR BY LOCATION ANALYSIS USING AIRDNA DATA OF AIRBNB RENTALS
Page 54 SWOT ANALYSIS STRENGTHS • CEO has extensive experience in writing, designing, and leading classes workshops and educational programs for a variety of audiences (intellectual property) • CEO has special expertise in evaluating sustainability trends • Unique combination of art, wellness, ecotourism, and science • Personalized attention by staff • Biophilic building design/ architecture a point of interest • Revenue diversification beyond lodging includes opportunities for locals and local tourists • Location attractive to travelers from US, Canada, Europe • Positive, inspirational culture makes it a fun place to work and visit • Guests can create personalized pathways specific to their interests • Art gallery and sculpture garden offer something completely new • Large repertoire of sucessful, healthy, vibrant recipes • Holistic approach draws people in • Bespoke textiles create novelty, something fresh • Visitors promote self-care and healing, increasing their aptitude for engaging community and solidarity back at home • Worker profit-sharing helps retain excellent employees • Self-identified and self-directed projects by employees contribute to needs of the local community WEAKNESSES • Depending on location selection, transportation travel time could be a barrier • Visitors to Costa Rica often complain of poor road conditions • High initial costs • Creativity is needed in financing because all foreign real estate transactions are done in cash (history shows the possibility of obtaining a mortgage with a local Costa Rican Bank is near zero) • CEO is inexperienced in hotel operations (she may attend Cornell University’s hotel management certificate course to mitigate this concern) • Need to establish reputation if starting from scratch; need to increase customer reviews if purchasing existing boutique hotel/ resort • Rainy season may limit visitors in September & October (rebrand as “Whale season” if located near the Southern coast)
Page 55 THREATS • Potential changes in regulations (water, other?) • Increased price inputs could cause upward pricing • Increased climate threats: drought, floods, landslides, invasive species, vector-borne diseases, heat waves, refugees, red tide along the coast • Political instability in Nicaragua could cause stress • Pandemic health restrictions may limit international tourism • Rising fuel costs could reduce international air travel • Global recession may decrease international travel OPPORTUNITIES • Costa Rican government offers sustained, focused to increase tourism • Strong eco-tourism and sustainability branding in CR • Affiliate relations with related vendors • Development of proprietary products (Spa? Apothecary?) • Bespoke textiles could be sold online • Online course offerings, e-books • Ability to grow produce on site can limit food expenses • Networking potential with social entrepreneurs, regenerative travel, Bcorporations • High growth trends for Wellness Economy and Wellness Tourism • Wellness tourists are willing to pay 53% more for their experiences • Costa Rica is showing strong tourism recovery after COVID • The Costa Rican real estate market has shown stable upward trends (no drastic highs/lows/bubbles) • Potential affiliation with multiple colleges to offer for-credit student programs • Explosive interest in regenerative approaches • The new digital nomad visa in Costa Rica may escalate the need for for long term rentals • Special marketing and discounts for educators, health care workers, those in the environmental field • Community programs like TED watch and discuss contribute to the social capital of the area • Only 15% of properties have four plus bedrooms, strong market here SWOT ANALYSIS
Page 56 MODELSFINANCIAL OPERATING EXPENSES PURCHASE OPTIONS BEP
FINANCIAL ASSUMPTIONSMODEL • The company will be run as a large self-contained resort. • Dynamic pricing / seasonal pricing is included in these models. • Models are calculated for 5-day package rates per person ($3,450 for villas; $2,450 for tents). • Calculations assume occupancy at 50%, ramping up to 55% occupancy in year 5. Profitability could increase dramatically with higher occupancy. • Kimberly will act as the General Sponsor, investing $200,000, and living on-site for 9 months of the year. Salary is $50,000/year. • Employee head count is 18, average salary is $750/month, plus December bonus, and 38% burden. • The addition of any residential investors or limited partners would improve financials and are modeled in separate scenarios.
Diversification of revenue streams provides resilience to changing markets or travel restrictions. In addition to lodging, there are several entry points for local residents or nearby tourists to interact with the facilities. This breakdown also applies to a selfcontained resort where all activities happen on site (e.g Rafiki Safari Lodge).REVENUESPERCENTAGEREVENUE PER INCOME STREAM (SELF-CONTAINED RESORT) ANNUAL FINANCIAL FORECAST BY REVENUE STREAM Assumptions: 30 keys, 17 Employees, occupancy starts at 53% Year 2024 and increases by 3% per year.
LODGING & PACKAGE REVENUE
Page 60 ADDITIONAL REVENUE DAY PASS OPTIONS o $125 Day Pass Spa + Lunch + Classes (600 units FY 2025) o $60 Day Pass Lunch + Classes (730 units FY 2025) o $25 Sculpture Garden / Mini Golf (2,000 units FY2025) o Hot Springs Admission Fee (if applicable) ADDITIONAL GENERATORSREVENUE o Yoga, Tai Chi, Qi Gong, Fitness classes/ opassesMindfulness Workshops o Spa Services o Boutique (textiles, robes with bespoke odesigns)Remote nutrition, wellness, sustainability education classes or courses o ebooks o Affiliate marketing o Sustainability consultations o Personal Training o Nutrition Guides o Personal Chef Services for overnight guests o Retreat Facility Rental o Art Gallery o Forest Bathing o Night Hikes o Hanging Bridges o Orchid Hikes o Waterfall Cleanse o Weekend Dance Parties ON-SITE SPECIAL EVENTS o Afternoon Tea o Picnics in the Sculpture Garden o Sunset Drinks on the Patio o TED Talks - Watch & Discuss o Visit the Farm & Organic Garden PACKAGES o Group sessions o Wellness Summits o Group Holidays (celebrate milestone birthdays, anniversaries, reunions) o Special events hosted at the restaurant (TED Talk watch & discuss, ethics & enchiladas, doughnuts & doughnut economics) o Corporate conferencing o Getaway packages o Spa Membership Program o Spa Product Subscription Service
RESORT OPERATING EXPENSES
OPERATING EXPENSES Estimated Operating Expenses for 21 Keys, 18 Staff, Average ADR $188 OPERATING EXPENSES HOTEL & INSTITUTE SEPARATED
RESORT REMODELING / CONSTRUCTION EXPENSES Estimated Expenditures for Hotel Acquisition, Remodeling, and Construction of New Villas, Spa, Landscaping, and Sculpture Garden BOUTIQUE HOTEL/ RESORT PURCHASE$3.5MPRICE
Page 64 FINANCING In the most expensive scenario, there is full financing on both the hotel and remodeling/ construction loans. The $4M hotel loan is at 10% over 10 years. The $5M construction and remodeling loan is also at 10% over 10 years. 50% 50% 50% 50% HOTEL PURCHASE $4M • $2M (50%) from investors, who receive loan payments calculated at 10% over 10 years • $2M (50%) from loan, 10% over 10 years CONSTRUCTION $5M • $2.5M (50%) from investors, who receive loan payments calculated at 10% over 10 years • $2.5M (50%) from loan, 10% over 10 years
Page 65 20272026202520242023 $0 $1,500,000 $3,000,000 $4,500,000 $6,000,000 $3,812,875$3,874,347 $2,569,369 $1,364,037 $75,839 $5,612,850$5,713,200 $4,054,250 $2,388,810 $568,682 Revenue EBITDA REVENUEPROJECTED& EBITDA
The financing model shown on the previous page assumes all purchases and constructions contain a loan model of 10% interest over 10 years, and only 50% occupancy. Of course, the profits would increase with higher room rates or higher occupancy percentages. PROFIT & PROJECTEDLOSSPROFIT & LOSS (SELF-CONTAINED RESORT, 30 VILLAS/TENTS)
