CASE STUDY: ALQUERÍA DE MORAYMA
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Transcript of CASE STUDY: ALQUERÍA DE MORAYMA
MODULE 4 CASE STUDY I
CASE STUDY IALQUERÍA DE MORAYMA
ALQUERÍA DE MORAYMA: ORGANIC FARMING, BIODIVERSITY, AUTHENTIC ACCOMODATION AND RESTAURANT IN THE
HEART OF THE ALPUJARRAS (THE LAST MOORISH REDUCT IN THE SOUTH OF SPAIN)
MODULE 4 CASE STUDY I – Alqueria de Morayma
HISTORY AND FARM DESCRIPTIONThe «Alquería»,was an ancient farm surrounded by 40 hectares of organically cultivated vineyards and woodland; almond, fig, olive and fruit trees, providing refreshing cool and shade in the hot summers of the south of Spain.
It is located in the Alpujarra, the (south side of Sierra Nevada, Andalusia, Spain), the very last region occupied by the Moorish in Spain.
Within the grounds there are the home farm buildings and stables, an hermitage, the winery / museum and a multi-use function room.
The Apart-Hotel comprises 23 units (some self-catering) . All furnishings, fabrics, paintings and decoration are different in each one – antiques, ceramics and local textiles predominate. All accommodation offers mountain views.
It has also a Restaurant with two dining rooms: one large with an open fireplace, bar and sunny terrace with mountain views; the other more formal and intimate. The menu offers traditional Spanish dishes with local specialties.
MODULE 4 CASE STUDY I – Alqueria de Morayma
HISTORY AND FARM DESCRIPTIONHistory: In the early 90’s, Mariano Cruz, decided to develop the first real agritourism project in Granada. He acquired an abandoned farm and started his project in three phases:1º Stage: recuperation of the buildings for accommodation (hotel) and restaurant. Key point: special emphasis in traditional arquitecture and furnishing, fabrics, paintings and decoration are different in every unit – antiques, ceramics and local textiles predominate. At the same time started the recuperation of the trees. 2º Stage: construction of complementary spaces: horse stables for people riding their own horses, library, birds stables, multiactivity room (courses, yoga …), swimming pool.3º Going beyond farming: the winery and olive press. All wines produced on the farm are organic. Olive oil and St John’s Wort (hypericum) oil are produced, figs and almonds are also harvested annually. As well as demonstrating current production methods there is also a museum dedicated to the conservation of traditional methods.
MODULE 4 CASE STUDY I – Alqueria de Morayma
DATA & FIGURES OVERVIEW
PROPERTY EXTENT 40 Hectares
10 wood30 cultivations
AGRICULTURAL PRODUCTSOlive trees, figs, almond trees, vineyards and variery of fruit trees.
FOOD PRODUCTSOlive Oil, wine, almonds, figs and fruits.
NON-FOOD PRODUCTSHot water from solar panels.
MODULE 4 CASE STUDY I – Alqueria de Morayma
6
ACTIVITIESAgriculture (organic CAAE certification)AccomodationRESTAURANTAgritourismHolistic courses and therapiesTrekkingMuseum
ACCOMMODATIONS4 double rooms12 double rooms with coutryard1 triple room3 double with kitchen and coutryard3 apartmentsfor 4 people with kitchen
COMMERCIALISATIONWineOlive oil and St John’s Wort (hypericum)
DATA & FIGURES OVERVIEW
MODULE 4 CASE STUDY I – Alqueria de Morayma
PROCESS GRAPHIC REPRESENTATION
MARKETING&
COMMERCIALISATIONADMINISTRATION
ORGANIC FARMING, WINE AND OLIVE OIL PRODUCTIONDIDACTIC VISITS
HOLISTIS ACTIVITIES
HOTELRESTAURANT
KEY PROCESSES
SUPPORT PROCESSES
MODULE 4 CASE STUDY I – Alqueria de Morayma
KEY PROCESS DESCRIPTION: ACCOMODATION AND RESTAURANT
Process Description Competence Description Level
Maintainance and management of the houses, rooms, and common spaces (partially outsourced)
To be able to maintain and manage the buildings
2
Maintainance and management of gardens and swimingpool
To be able to maintain and manage the gardens around the hotel and the swimming pool
2
Restaurant management and choice of traditional menus
To be able to manage the restaurant and choose season organic ingredients for traditional menu
3
Customer reception and needs satisfation
To be able to receive guests and manage their staying at agritourism
3
Management of hotel and restaurant reservations
To be able to control and manage all the reservations, either from individuals, groups and touroperators
4
MODULE 4 CASE STUDY I – Alqueria de Morayma
Process Description Competence Description Level
Knowledge on basic organic farming laws and certification procedures
To be able to respect the procedures for organic farming certification
2
Seasonal works (tilling, digging, weeding, mowing-cutting)
To be able to perform sustainable mechanical operations according to the organic procedures
2
Enrichment with organic fertilizers without use of synthetic chemicals
To be able to perform a rational fertilization for planned cultivations
2
Harvest and transportation of olives, almonds, figs and herbs
To be able to organise and perform harvest and transport to the farm storage and conditioning centre
2
KEY PROCESS DESCRIPTION: FARMING, PROCESSING AND VISITS
MODULE 4 CASE STUDY I – Alqueria de Morayma
Process Description Competence Description Level
Organisation of Holistic Activities To be able to programme different activities and to prepare the instalations for them.
1
Guided visits to the farm and the museum
To be able to manage guided visits and didactic programs of learning for groups
2
Wine production To be able to assume all the steps in wine production and maturation
3
Oil production by cold pressing and bottling olive oil
To be able to perform cold pressing and bottling olive oil
3
KEY PROCESS DESCRIPTION: FARMING, PROCESSING AND VISITS
MODULE 4 CASE STUDY I – Alqueria de Morayma
Process Description Competence Description Level
Hotel bookkeeping and administration(completely outsourced)
To be able to manage bookkeeping and hotel administration
1
Farm bookkeeping and administration(partially outsourced)
To be able to manage bookkeeping and farm administration
2
Human Resources(pay slips in outsourcing)
Selection and management of human resources, monthly payslips, etc..
2
Restaurant management To be able to manage the stock control, purchases, accountig, etc.
3
Organic certification procedures (linked to external control)
To be able to manage the organic certification procedures
3
SUPPORT PROCESS DESCRIPTION: ADMINISTRATION
MODULE 4 CASE STUDY I – Alqueria de Morayma
SUPPORT PROCESS DESCRIPTION: MARKETING & COMMERCIALISATION
Process Description Competence Description Level
Marketing of organic farming products
To be able to lead the marketing of the organic farming products
3
Management supervision and commercial organisation of buying goods and selling products
To be able to supervise and manage the commercial organisation of the establishment.
4
General marketing of restaurant, hotel, and holistic activities
To be able to design an overall strategy for placing in the market the variety of things offered.
4
Commercialisation on-line (hotel) To be able to control all the on-line commercial channels.
4
MODULE 4 CASE STUDY I – Alqueria de Morayma
CORPORATE FLOWCHARTOwner
(Organise Holistic Activities)
Organic Certification(outsourced)
Hotel + RestaurantManager
Bussiness Consulting(outsourced)
FarmManager
Winery Manager
Farmingseasonal workers
Olive oil Production seasonal workers
Reception and bar tender
Chef and assitants
Chambermaids
MODULE 4 CASE STUDY I – Alqueria de Morayma
INNOVATION & SWOT ANALYSIS
KIND OF INNOVATION STRENGTHS &OPPORTUNITIES
WEAKS &THREATS
Alquería de Morayma was the first agrotoursim project in Andaluosia.
Offering a wide range of holistic activities and therapies they cover the touristic low seasons, and maintain a good occupatiion level for the hotel.
Instalations adapted for a very wide range of demand (small and large groups, weddings, kids, horse riding trips, therapies, etc.)
The accesibility is difficult, not public transportation available and a long and sinuous road.
Sinergies between the museum and the retailing of wine with the hotel.
As the place is isolated, it is difficult to find good and qualified seasonal workers
MODULE 4 CASE STUDY I – Alqueria de Morayma
http://www.alqueriamorayma.com/en/
MODULE 4 CASE STUDY I – Alqueria de Morayma
MODULE 4 CASE STUDY I – Alqueria de Morayma
MODULE 4 CASE STUDY I – Alqueria de Morayma
MODULE 4 CASE STUDY I – Alqueria de Morayma
MODULE 4 CASE STUDY I – Alqueria de Morayma
MODULE 4 CASE STUDY I – Alqueria de Morayma
MODULE 4 CASE STUDY I – Alqueria de Morayma
MODULE 4 CASE STUDY I – Alqueria de Morayma
https://www.youtube.com/watch?v=EY-HwVEv_eA
MODULE 4 CASE STUDY I – Alqueria de Morayma
https://www.youtube.com/watch?v=qIxbWLMxtZw
MODULE 4 CASE STUDY I – Alqueria de Morayma
https://www.youtube.com/watch?v=SbTellDlN7M