NEW YORK— “The resort industry is changing; operationally, we have to evolve.” With those words, Grove Park Inn VP/General Manager Craig Madison officially unveiled the International Resort Managers Association (IRMA) during this year’s International Hotel/Motel & Restaurant Show, here. As one of the fledgling organization’s champions and charter members, Madison sits on the board of IRMA along with such other industry notables as: Charlie Peck, president/COO of Destination Hotels and Resorts and Terri Haack, executive vp/director of Kingsmill Resort and 1998 American Hotel & Motel Association Resort Manager of the Year. Founded to address the needs of resort operators, IRMA is expected “to provide networking and educational resources— including certification, testing, distance learning, job placement and other tools— needed by resort managers worldwide,” according to IRMA Executive VP Anita Bauer. She added that the organization is also planning to establish an Associate Members’ Council for suppliers to this segment of the industry. In addition to offering a mix of training and services reportedly not uniformly addressed and offered by existing industry organizations, IRMA also plans to roll out a specific resort-management certification program, resulting in the presentation of a CRM designation for those members successfully completing the required course. As Bauer pointed out: “While there are many excellent educational and networking opportunities in the hospitality industry as a whole, there has been no central rallying point for the professional running of today’s resorts. Resort managers work in a unique aspect of the hospitality industry, [one]that delivers a valuable, highly specialized service to society, and [that]demands a special set of skills.” That there is a marked difference between resorts and all other lodging segments was the contention of University of Denver School of Hotel, Restaurant & Tourism Management/Daniels College of Business Director Peter Rainsford, who was on hand for the inaugural public forum of the association. “Resorts can’t just think in terms of ADRs and occupancy levels,” the educator noted. “They have to measure their operational performance in terms of total spending per person, per day.” Drawing upon an estimated universe of some 15,000 lodging/hospitality industry professionals, spokespersons for the fledgling association said IRMA hopes to have as many as 200 members in attendance by the time of its inaugural annual meeting, slated for April 8 – 10, 2001 in Vail, CO. It was pointed out that $200 of the $495 conference registration fee could be apportioned to cover membership fees for the first year. Additionally, there are to be different classes of IRMA membership, each priced accordingly. While active members are billed $200 annually, interim members (those seeking a position in the industry) have a yearly rate of $100. That same $100 annual fee also covers faculty members (those involved in a resort-related program at a college or technical school), while the 12-month cost for students at those same learning institutions amounts to $50. Flyers will be sent to 900 resort managers, inviting their inclusion and participation. IRMA plans to solicit members from a wide variety of professional sources including full-service hotels, convention centers, clubs, spas, etc.
