Review of the Victoria Park Golf Complex - Case Study Example

People and Places in the Service Industry Student Name: Institution Affiliation: 2nd May, 2017 Introduction The purpose of this report is to offer review of the Victoria Park Golf Complex. To do this, the report will firstly carry out a spatial analysis of Victoria Park Golf Complex. An accessibility analysis will then be done, followed by a servicescape analysis of the same area. A design evaluation of the same place will finally be done. The report concludes with a set of recommendations on what would improve the place. 1. A Spatial Analysis of Victoria Park Golf Complex The Victoria Park Golf Complex provides a sanctuary with a golf course and a bistro in the inner-city area of Brisbane, just a couple kilometres from the city of Brisbane. It offers services ranging from those common in golf courses to providing hosting locations for events like weddings and other functions. It is located along 309 Herston Rd, Brisbane City and has an online presence with the web address http://www.victoriapark.com/au. The park is located just a little over 4km from the Brisbane central business district and Victoria Park suburb to the south-east – A 15-minute walk (see figure 1). Figure 1. Direction from Victoria Park Suburbs to Victoria Park Complex Landscape Characteristics Figure 2 The Victoria Park Golf Complex is located around suburbia. In fact, the Victoria Park Golf Complex is said to be within the built environment within Victoria Park, hence the name Victoria Park Golf Complex. Further, it is located roughly 3.5kms from Brisbane River. While we can claim that it is located in an urban setting, complete with the touch of a semi-urban area, the Brisbane central business district nearby makes it feel completely like an urban area. The residential density is also relatively high, considering that it is located around a residential area. The tertiary institutions around the area include St. Joseph’s College, Royal College of Healthcare, Queensland University of Technology and UQ School of Health. The Inner-City By-pass stretches to the Eastern side of the complex, right from the north-eastern direction, where the Royal Brisbane and Women’s Hospital is located, going southwards (see Figure 2). Precinct The nearest Precinct to Victoria Park Golf Complex is The Tivoli Precinct located next to the Brisbane River. The Tivoli sits on prime land next to The Museum that is located right across the Gregory Terrace, much as The Tivoli Precinct stands just off Gregory Terrace on Anderson Street. As a remarkable theatre with modern facilities, The Tivoli is estimated to be one of the most unique land marks in the whole of Brisbane. Currently, it can hold slightly over 700 sitting theatre lovers, or 1500 sitting and standing ones (Brisbane Marketing Board, 2017). Right across the Anderson Street from The Tivoli is located a 3-start hotel called The Manor Hotel (See Figure 3 below). Destination Lifecycle and History Built in 1931, The Victoria Park Golf Clubhouse, as it was initially known, grew over time to become one of the most renowned locations for holding events and functions, especially romantic events like weddings. Adam Flaskas and Siobhan Bickle, together with others, petitioned the Brisbane City Council to redevelop and reconstruct the park into the now Victoria Park Golf Complex. This happened towards the close of the 20th Century. In their thinking, the place deserved to be developed into something more attractive to a bigger population, and right under their watch, they looked at the Victoria Park Golf Complex (Victoria Park, 2017). 2. An Accessibility Analysis of Victoria Park Golf Complex The following figures (4 & 5) demonstrate the park from a bird’s eye view. A general plan of what it currently looks like, and the possible areas that are available for development right at the top towards the north-western section, together with the bottom area: 3. 4. Figure 4 and Figure 5 respectively External Access While there are various means of transport to the location, it is easier to access it from anywhere near the main roads and the inner-city bypass since it has a good network of roads and is very visible, especially on the eastern side where most traffic from the city and other non-residential areas are located. Roughly 3.6km from Brisbane City, the route through Creek Street, then Leichardt Street by car could be the best to follow considering the traffic situation that may be common around the area. For employees within the park, local bus services that leave every few minutes could be the best to use when going to work (See Figure 6 below). Figure 6. Figure 6. Internal Access While golf players make a great number among those who patronise the place, there is a considerable number of visitors who come as groups that would like to use the venue for functions. For instance, weddings and corporate events (functions) may be held at the venue, and are very common events in the calendar of the venue. Secondly, there are other visitors who patronise the Victoria Park Bar and Bistro, which is also a location within the complex. This creates a vast menu of activities since most of these visitors can be on location at the simultaneously without messing with each other’s event that brought them to the location. This means that the location is a prime one for activities of all sorts, and is at best a great entertainment spot that can host more visitors than most of its contemporaries. Access for Mobilities The area within which the park is located has sufficient signage that directs each and every visitor to their very areas of comfort and from where they will draw maximum enjoyment. Should they decide to relocate to another place within the complex, then there are multiple signs that direct them to the places. A great example suffices in the manner in which the golf club area is marked with clear signage on where to place all your equipment, change into desired clothing and move out into the field for the games (Check figure 7 below) (Inspired Constructions, 2014). Figure 7 3. A Servicescape Analysis of Victoria Park Golf Complex Holistic Env. Moderators Servicescape model developed by Bitner points out to elements that bring out cognitive, physiological and emotional responses from visitors towards the area they are visiting. On this particular day, most visitors appeared quite charmed by the place and would seem more interested in their surroundings, probably because of the nature of the ambience, coupled with the beauty from the landscape. To them, the place seemed to bring about a great feeling of relaxation. Sense of Place While within the premises, most visitors appear authentically attracted to it, and may feel a sense of belonging, as if the complex were their own homes. In addition, most would appear genuinely interested in bonding together with the environment. Practice, Institutional Representational Components The outfit may as well cater to specific groups. A case in point was the decision to host a Mother’s Day event at the Bistro on the 14th of May. Visitor/ Guest Market 4. The Victoria park Golf Resort has a diverse patronage, mostly from the suburbia surrounding the location. This is not in any way an implication that only the middle class patronize the place, but the diverse products in terms of services ensure that everyone, from the middle to the high class, is catered for. The mere fact that corporate entities find it more appropriate to hold events here points out to the fact that indeed, the place can be used for easing off pressure from everyday life by absolutely anyone. Originally, the golf course would be patronised by golf enthusiasts who wanted to seek more experience on the game. However, it is now more common to find a family that is relaxing from the everyday pressures in one spot, and a corporate event running simultaneously in a separate location, with the management team trying to conduct training and development exercises on their long-employed and new staff (Victoria Park, 2017). 5. Corporate functions vary in nature, and the park caters for each event regardless of the nature. In business, a separate atmosphere may help staff to rejuvenate from a long and tedious work culture that keeps them away from relaxing environments characteristic of such areas. As such, it is only natural that most companies go for a serene setting in a select location when trying to offer their employees a different experience during training that will make them better-equipped with more knowledge. There is a high chance that when trained well, and they appreciate the facility, company staff is highly likely to return as repeat customers since the experience they gain in the park leaves them satisfied. Effectively, it is expected that those who attend training from far-flung areas are highly likely to come back as “repeat offenders” who stay in nearby hotels like The Manor Hotel, to enable them access the facility together with family (Kandampully & Suhartarto, 2000). 5. A Design Evaluation of The Victoria park Golf Complex Design Evaluation Ideally, it is expected that a park will have sufficient parking for all the visitors who are willing to access the location in car loads. For instance, visitors who come in cars are more likely to be couples with kids. Around the facility, there are ramps that raise in not-so-steady tangents to enable children and the disabled to have easier movement. This means that kids have a big enough space to move around the park, even if they come with their own toys, so their ease of movement is excellent (Story, 1998). In all, the servicescape environment rates as among one of the best. Be that as it may, there are areas that may need to improve further. For instance, in the whole of the facility, there is only one point that has wash rooms for the disabled. This makes it a difficult endeavour for this particular group of people. Secondly, the parking lots are in the open space so that sitting in the car under a scorching sun would not be among the most pleasant things to do around the facility. For this reason, the sevicescape may not be completely friendly to all and sundry (Family Magazine, 2017). Internal Design With an excellent design and ambience to boot, the Victoria Park Golf Complex has a number of buildings that serve different purposes. However, since much of the activities like golfing are on the outside, we can only assess the interior design of facilities like the Bistro. The Bistro is located at the farthest corner to the north-east of the park. It is the main location for the eatery of choice in the whole area. The parking lots are well positioned so that the whole facility is just a few steps away and no one would need to walk long distance from their parking position just to get to any of the various buildings within the facility. Furthermore, the sitting areas are well-spaced so that kids and the disabled can move around without much struggle. Recommendations The Victoria park Golf Complex is a very much appreciated location going by the patronage. This means that there is a lot of right strategies that have been applied to make it that alluring. However, there are chances that a few things may be a little disenfranchising for some people. As initially pointed out, the wash rooms are located only in one building. This disadvantages people like children and the disabled who may find it a little too difficult to move around the facility trying to locate the proper places to relieve themselves, if not to refresh. Secondly, the parking lot has proved to be less friendly to people who may want to relax in their cars, or may be taking long to relocate to a place of their liking in the park. In lieu of this, it is advisable that the establishment make it a little friendlier to the mentioned groups, who are also esteemed customers that deserve a better and more comfortable experience, given their situation. When summed up objectively, the Victoria Park Golf Complex is one of the bets locations to visit for a great experience. References Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing, 57-71. Brisbane Marketing Board. 2017. The Tivoli. Brisbane, Australia’s New World City. Retrieved from http://www.visitbrisbane.com.au/fortitude-valley/things-to-do/arts-and-entertainment/the-tivoli?sc_lang=en-au Inspired Constructions. 2014. Victoria Park Golf Complex Redevelopment. Build Renovate Extend. Retrieved from http://www.inspiredconstructions.com.au/project/victoria-park-golf-complex-redevelopment/ Family Magazine, 2017. Visit Victoria Park Golf Complex in the Heart of Brisbane. Retrieved from https://www.familiesmagazine.com.au/victoria-park-brisbane-review/ Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management, 12(6), 346-351. Story, M. F. (1998). Maximizing usability: the principles of universal design. Assistive technology, 10(1), 4-12. Victoria Park. 2017. Victoria Park: About Us. Retrieved from https://www.victoriapark.com.au/our-story/ Victoria Park. 2017. Corporate Functions. Retrieved from https://www.victoriapark.com.au/?SID=3b1926af2ba041eecf1c491558cbcced Read More