How does a family-owned and -managed, 29-year-old European Plan (EP) hotel transition to a branded, all-inclusive property?
Here's the story of the former Dorado Pacifico, reflagged last November as the Sunscape Dorado Pacifico Ixtapa, AMResorts' first Sunscape property on Mexico's west coast.
Isaac Mizrahi, the hotel's asset manager, tells the story. His father, Sony Mizrahi, had run a successful small hotel in Mexico City for years but decided in the early '80s to build and run a property in Ixtapa, then a slowly emerging tourist destination on Mexico's Pacific coast.
"Ixtapa was not a known destination at that time," Mizrahi said, and the beginnings were rough. The 285-room, 11-story Dorado Pacifico, overlooking Palmar Bay, became only the sixth hotel in Ixtapa when it opened in 1982.
"Dad remained in Mexico City but traveled back and forth, meeting with the sales team and managers," Mizrahi said. "We knew Ixtapa was a good choice. The weather was perfect, and we had some good years."
After graduating from college, Mizrahi (who is no relation to the fashion designer of the same name) attended trade shows, met wholesalers, went out on sales calls, even worked with the maids and housekeepers at the hotel to learn the ins and outs of the business. A cousin and two uncles joined him over the years.
"Ixtapa never really took off, but we ... operated almost 30 years as an independent, EP hotel," Mizrahi said. "We attracted families and couples, but we saw the growth of the trend toward the all-inclusive resort concept."
"Dad was reluctant at first" to make the switch, Mizrahi said, "but he came around."
The idea of becoming part of a branded, established hotel company already experienced in managing and operating successful all-inclusive resorts had been planted, according to Mizrahi.
"We talked to AMResorts, we knew that they were professionals who could do this well," he said.
Plans were finalized in February 2011, and following a $10 million refit, during which the property remained open, the Dorado Pacifico began operating as the Sunscape Dorado Pacifico Ixtapa in November.
"AMResorts ... added more restaurants; bars and new menus; minibars in the guestrooms; wedding gazebos; a spa; meeting space; and kids and teens clubs," Mizrahi said. "The guests love it."
Remaining on staff are General Manager Jesus Garcia Mendoza, who has held that post since 2001, as well as many long-term employees, according to Mizrahi.
As asset manager at the resort, Mizrahi oversees relations between the operator and the property, and he plans to stay in the tourism and hospitality industries.
"We still are the owners, but my role now is not as involved," he said. "We leave that to the professionals at AMResorts."
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