Ocean Flower Island

Do Destination Development Better

Opening in 2022, Evergrande Group’s Ocean Flower Island in Hainan China, is a mixed-use project including 7 man-made islands, 8 museums, 3 theme parks, 5 parks, 24 hotels, resorts, and spas, 18 retail areas, a night spectacular, and 25,000 residential units.

PROJECT Type

Mixed-Use Destination including 7 man-made islands, 8 museums, 3 theme parks, 5 parks, 24 hotels, resorts, and spas, 18 retail areas, a night spectacular, and 25,000 residential units

Location

Danzhou, Hainan, China

Client

Evergrande Group

The
Challenge

Rapid market growth: A rapidly expanding middle-class in China was driving demand for leisure activities in regions with no local LBE, hospitality, or related industries or existing guest culture.

Developing industry: Large scale LBE projects were being developed without an existing local talent pool and introduced to a demographic unfamiliar with destination experiences.

Demand for world-class LBE: Owners sought world-class destination experiences that meshed with the culture and lifestyle of modern China.

The
Approach​

Intercultural understanding & guanxi: Intercultural understanding, trust, and respect are critical to building strong multinational teams that thrive. Our team honors the important role that national and regional cultural identity plays in translating the client’s vision into a world-class destination. Success is about building and nurturing relationships and navigating existing social structures. In China, Louis has built and maintained a reputation of trusted “guanxi”, which is a vital cultural concept of a strong network of personal and professional relationships necessary to achieve success in business and life.

Extensive knowledge & collaboration: Louis’ role in China since 2012 has been to guide and build an entire leisure sector from the ground up. With the Evergrande Group, he worked with more than 400 vendors leveraging his end-to-end knowledge of the LBE process—including the principles and best practices of LBE business models, experiential storytelling, master planning, multidisciplinary design, project management, materials, production techniques, installation, operations, and long-term sustainability to assist in realizing the potential of their brand in a destination context. Our team takes an agnostic approach to, and embraces, other vendors, including peer competitors, maintaining a positive, synergistic, team-oriented focus.

Team training & thought leadership: We worked with owners and large-scale teams of both new-to-the-industry employees and experienced outside vendors, optimizing collaboration and navigating projects through the rigorous bureaucratic decision-making and approval process of the People’s Republic of China Communist Party. We trained and developed LBE teams, including translation staff, from the ground up, providing them with skills to understand LBE storytelling and the end-to-end understanding of every stage of the process of leisure destination development from ideation to operations.

Client's Words

"We were urgently looking for a consultant who could bring us into the industry quickly and we knew that Louis had strong experience in this area. He is very knowledgeable and could help us in many professions. His greatest advantage is that he is able to communicate with everyone on the team on their needs, discover the strength and weakness of individuals and use it to drive and stimulate the team's potential. Louis did a good job in this, and it is also the greatest help to us. He really helped us a lot. He is our mentor and family."
Bai Wan Peng
Producer and Creative Director, Evergrande Group

Our
Scope

  • Executive consultant across all project life cycle categories including company branding, mission, vision, values, land acquisition, feasibility review, budgets, schedules, IP development, guest value proposition, operations, training, planning, market knowledge, best practices, and communications.
  • Building and leading an end to end training curriculum for staff. Teaching LBE principles, practices, and industry vernacular to the translations staff.
  • Executive management interface and owner’s representative. Worked with nearly 400 different vendors and creatives on conceptual narratives and master plans for 7 man-made islands, 8 museums, 3 theme parks, 5 parks, 24 hotels, resorts, and spas, 18 retail areas, a night spectacular, and 25,000 residential units.

More Work

In the role of executive consultant, our team participated in the development of more than 600 destination conceptual narratives and master plans for more than 40 attractions and events in each of the planned 15 Fairyland theme parks across various locations in mainland China for Evergrande Group. Working with nearly 400 vendors and creatives, our team led holistic development including company mission, vision, and values, land acquisition, feasibility reviews, budgeting, scheduling, IP development, guest value proposition, operations, training, planning, market knowledge, best practice sharing, and communications

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