This case features R.D. Olson Development (RDOD), a prominent hotel developer that has been presented with an RFP opportunity to develop a hotel in a prime master planned development in Southern California. As RDOD works towards submitting its RFP bid, it has many things to consider, including most notably the brand that it will select for its proposal. With a quality franchisor in place, it must decide whether to pursue a high-quality select-service hotel, or a full-service hotel instead. RDOD’s decision must take into account a number of variables, including and especially the interests of the other project stakeholders. The case follows the typical timeline and process for a development opportunity, specifically focusing on the feasibility work, brand selection, and strategic decision-making as RDOD prepares for its RFP response to the landowner.
Miller, G., & Evans, B. (2013). Hotel surfing in California: Which brand rides the best waves? Cornell Real Estate Review, 11, 107-128.