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Welcome to the Emerald Forest Hotel!
This is the Homepage of the Virtual Innovation Week from UCLL, Leuven. This competition is called 37BE and will be running from 29 March till 2 April March 2021. All content is in English.
What is the Game?
You and every member of your team are tasked with the take-over the Emerald Forest Hotel as the new management team. You will manage the hotel, bring improvements to its current operations and deliver noticeable results when compared to prior years. Last year's performance results and its related decisions are being made available to you along with historical data, as a point of reference. This becomes the same starting point for all (other) teams.
Your hotel is located in Belgium, or anywhere in Europe, in a number of (fictitious) cities. In each city, multiple hotels are also found. Your main competitors are the other existing hotels within your city.
CEO Jill Jandal and owner Christina Bergman want you to manage efficiently and effectively the Emerald Forest Hotel. Coaches will help you achieving such a task; meanwhile Jill and Christina will be following any developments along the way behind the scenes.
Corona has changed the market
Of course, Corona has dramatized the situation in hospitality in 2020. The impact of this is expected to be significant. Some changes and situations are temporary, and the industry is likely to recover from that. There will also continue to be a number of structural changes as a result of the pandemic. A large number of benchmarks and figures are only available for the full year 2019. Of course, the year 2020 cannot be compared in any way with previous years. Neither will 2021, probably. However, it is precisely in these times, that creativity is needed and there is room for innovation and new initiatives.
What are the goals?
As the new management team, your main task when taking over the hotel is to do better than your predecessors. The existing timeline and set dates of the Emerald Forest Hotel offer the possibility to apply sound management skills and built knowledge thus far.
The learning goals entail that you and the team:
- Process and analyse a large amount of data and that you select and apply the right information that will successfully help you running the hotel;
- Work on assignments that will put into practice your developing skills, as so far acquired during the course of your studies;
- Run your own management team in a pleasant and professional manner;
- Behave as skilled managers: handling uncertainties, finding solutions and learning from own failures.
Consequently, you are expected to carry out quite well your managerial duties and deliver all of the following:
- A set of assignments during the course of the game.
- Offering a strong and clear substantiation behind each of your decisions and actions.
- Living up to the deadlines on a timely and punctual fashion while continue acting adequately on new situations and challenges ahead.
- Creating a competitive position and strategy for your hotel in your city.
Communication
This platform is your main source where you can find most documentation of the many elements linked to your hotel.
The Game will use 37BE Emerald Forest Hotel Facebook group as an additional platform to profile your hotel: so join as soon as possible! Each management team needs to delegate one team member to join the WhatsApp group, which supports the process of the game itself.
Your coach(es) will be your first point of contact.
Be mindful that management has to deal with many uncertainties, and as such you will be confronted with a large amount of information along with many challenges. Managing a hotel may not be as easy as it appears. It is all part of the game.
Corona situation and your study
As you have unfortunately experienced for some time, this Game will run entirely online. Should this change, we will of course let you know as soon as possible. Exactly how and where to work and visit lectures in MS-Teams, you can hear through your coaches.
Your coaches
Each team consists of approximately 4-5 students, whom you will be teaming up as the new management team. Each city will be guided by its own coach(es).
| Coach and cities | |||||
|---|---|---|---|---|---|
| City name | Teams | Coaches, see MS Teams | |||
| -01- Amstelburg | Team A01 t/m A10 | xx | |||
| -02- Budano | Team B01 t/m B10 | xx | |||
| -03- Copenstadt | Team C01 t/m C10 | xx | |||
| -04- Dreskovski | Team D01 t/m D10 | xx | |||
| -05- Efemada | Team E01 t/m E10 | xx | |||
| -06- Geopodo | Team G01 t/m G10 | xx | |||
| -07- Hadique | Team H01 t/m H10 | xx | |||
| -08- Jinanang | Team J01 t/m J10 | xx | |||
The Game
On this platform, you can find all required assignments to run your hotel.
Your entrepreneurial decisions and supporting explanations will have a major impact on the occupancy rate of your hotel and will influence your profit, next to the impact of the pricing you choose and its related costs. The game-algorithms will process all of this information and calculate and provide you with the outcome, and rank your team accordingly.
The credits for this Virtual Business week will be awarded to you and your team, based on the assignments and the marks as obtained during the game. These assignments are graded per individual, similar to the team marks, unless specific situations call for another decision. Needless to say: having your team becoming familiar with all aspects of this hotel will enable you to get a better grip on the game and help you in bringing the assignments to a good end.
Assignments
The total of the tasks looks like this:
| Structure | |||||
|---|---|---|---|---|---|
| Schedule | Year | Business assignment | Mark | Creativity assignment | Mark |
| Deadline Monday | Year 0 | Your new strategy, target groups e.g. | .... | Your new Logo,Team picture, website | .... |
| Deadline Tuesday | Year 1 | 10 Decisions and arguments | .... | Investment plan | .... |
| Deadline Wednesday | Year 2 | 10 Decisions and arguments | .... | Corona Plan | .... |
| Deadline Thursday | Year 3 | 10 Decisions and arguments | .... | Social Media | .... |
| Deadline Friday | Year 4 | 10 Decisions and arguments | .... | Pitch | .... |
The marks also have a direct influence on the occupancy rate of your hotel. Regular feedback from your coach will support your team process.
During the game, only the coaches have insights into your marks. At the end of the Game, the total of the marking will be published per team in your Team File
You'll find the timeline and assignments on the page 37BE Assignments and timeline.
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