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New Streamsong Resort Targets a Different Florida NicheAugust 22, 2013 By: Adam Leposa
|Photo by Al Hurley|
Whether sailing on a cruise ship or lounging on the beach, thoughts of Florida usually call to mind the sea. Streamsong Resort, slated to open in early 2014, offers a different kind of experience that could entice a different sort of client to the Sunshine State. Travel Agent sat down with Thomas Parke, director of sales and marketing, for details.
“When you think of Florida resorts, you usually think of the beach,” said Parke. “We don’t have that, though.”
Instead, Streamsong has 16,000 acres of land that focus on outdoor activities, such as golf, swimming, fishing, tennis, shooting, horseback riding, hiking and ballooning.
The result appeals to a different sort of clientele than is usually drawn to Florida, said Parke.
“Our customers are well-traveled, and they often frequent resorts they can come back to time and time again,” Parke said. “They’re often from the big financial metros – New York, Chicago, LA – and they’re quite affluent.”
Many of the resort’s top clients are couples, Parke said, often without children.
A small part of the resort is already open. The Streamsong Red and Streamsong Blue golf courses and golf clubhouse opened in January 2013. The clubhouse has 12 guestrooms, and the main lodge will have 216 guestrooms when it opens in early 2014. The golf aspect of the resort is already generating interest – Streamsong Red was named “Best New U.S. Course You Can Play” by GOLF Magazine.
The parcel of land on which Streamsong is built has 11 lakes, five of which are spring-fed. “Having such a big parcel means activities aren’t on top of each other,” said Parke.
In addition to outdoor activities, the resort will also offer fine dining and spa options, including a rooftop restaurant with 360-degree panoramic views of the surrounding property.
Travel Agent Outreach
The new resort is planning to reach out to travel agents by offering 10 percent commission on both room-only rates and packages. For example, a package might include golf, lodging and breakfast, Parke said.
“We think there’s a caliber of traveler who still relies on a travel agent because it’s way to important to leave to chance,” Parke said.
Agents should reach out to On Property Leisure Sales Manager Martha English at [email protected] or 813-399-9193.