Boutique hotel company leading the way on eco-friendly and sustainable operations.

1. A GREEN
LIGHT FOR
LUXURY:
TERRA RESORT
Insight Issue 1
Winter 2009
Your average hotel room scene is familiar to all of us. We are
lavished with a sea of packaging: individually-wrapped soaps and shampoos, piles
of towels, stationary and daily newspapers. However, these days an oft-overlooked,
eco-consciousness is beginning to permeate the hospitality market in varying degrees.
With Hotel Terra Jackson Hole, the first in a collection of green hotels launched by
the Terra Resort Group, ‘green’ has been elevated to a bold no-compromise level of
luxury and comfort.
The motivational framework behind Terra is the rugged Wyoming landscape and
pristine Grand Tetons – 97% of the area is a national reserve. Dictated by the
environment, the Terra owners/ developers moved to build a low impact hotel that
would be a shared partner of the existing environment. From the outset, they commit-
ted to constructing a LEED-certified building and then pushed well beyond LEED
criteria operationally while still offering an indulgent hotel experience to their guests.
Samantha Denny, Corporate Marketing Director for Terra Resort summarizes the
Group’s mission: “Various members of the Terra executive group are former Four
Seasons executives whose goal, first and foremost, was to create a luxurious guest
experience with amazing, intuitive service, beautiful surroundings filled with light,
comfortable rooms – and then to surprise our guests with how sustainable it is.”
the utility bills came under budget and we actually save 35% of water
annually
The Terra approach is socially responsible and also the right business strategy. The
data garnered from a recent Y Partnership survey supports the Terra formula: While
78% of Americans consider themselves to be environmentally conscious and 54% of
1
YPartnership/Yankelovich,Inc.
these respondents are likely to favor a hotel that is environmentally responsible, only
National Travel Monitor Findings 1 out of 10 consumers would actually be willing to pay a higher rate for ‘green’. 1

2. Insight Issue 1, Fall 2008: A GREEN LIGHT FOR LUXURY: TERRA RESORT
Thus, while consumer awareness of a supplier’s efforts to operate in an environmen-
tally-responsible manner may be sufficient to provoke a shift in patronage, unless all
prices are equal, the ‘green’ factor alone is rarely enough to lure the consumer. This
explains why certain resorts that have touted ‘green’ as their main draw have not seen
the desired payback on higher upfront costs.
At Terra, “green is in the details”. The 72 room eco-boutique hotel features energy
efficient windows, custom mattresses fashioned from organic cotton, chemical–free
cleaning products, a sophisticated air filtration system, a heating and cooling sys-
tem that can be monitored by zone – for example the heat in bathroom and bedroom
can be regulated to be warmer temperature than the seating area; when the room is
vacant, the system can be in low energy mode. The water system is also eco-friendly
with a two button flush; and the landscaping was designed so that maintenance would
not require additional water output. “One of the greatest challenges in going green is
that monitoring and reviewing energy and water output, etc. require a lot of time and
attention. “To help keep our focus on our environmental commitment, we appointed
a Corporate Director of sustainability. In this role, Ashley Morgan, is charged with
all the purchasing for the hotel. She sources vendors that provide a high quality luxu-
rious green alternatives and give thought to social responsibility in their business”.
In some cases, the Terra team had to partner with a vendor to develop
a five star eco-conscious product that didn’t yet exist.
Morgan felt it crucial to supply the rooms with mattresses constructed of organic
cotton and recycled steel springs. While the mattresses ended up costing twice
as much as comparable non-ecofriendly bedding, Terra’s Executive Team realized
the vital need of keeping ‘green’. The bed is part of the hotel that the guests come
most intimately in contact with. While Terra admits that the start-up and LEED
building costs are higher than those incurred for a non-green construction, Denny
states that Terra is focused on the long term return on investment.
Interestingly, costs incurred on the operations side are the same if not less than a
comparable luxury hotel. “In fact the utility bills came under budget and we actually

3. Insight Issue 1, Fall 2008: A GREEN LIGHT FOR LUXURY: TERRA RESORT
save 35% of water annually,” states Denny. While it is perhaps a little too soon to tell,
the employees sound as pleased as the guests.
...our managers are very proud and enthusiastic about our ‘green’ mis-
sion. There is a strong spirit of innovation on how to raise the bar on
protecting the environment...
Amid the competitive hospitality market and challenging economic times, clarity of
message and brand are crucial. Terra has successfully imparted the luxurious aspects
of the resort while committing to ‘green’ hospitality as the added bonus. Guests are
attracted to the luxury and service of the hotel, and they leave feeling better about the
environment as well.
JDRQuest & Co. Insights:
When JDRQuest & Co. was tasked to find an Area Spa Director for Terra
Resort, we knew that passion and dedication to quality and innovation were
key criteria. It is these candidates that are enthusiastic and vested in the
mission of the property that will have the staying power and the greatest
impact on the business in the shortest time.
A business that puts forth a strong philosophy and point of view attracts employees
that are like-minded and passionate, creating a great synergy in the workplace.
A strong philosophy of altruism and social responsibility helps to keep employ-
ees vested in the company as it speaks to employees personally through linking to a
higher cause and making a difference.
Surveys have shown that workplace environment has a direct affect on productiv-
ity and overall employee satisfaction. At Terra Resort, employees feel that the open,
bright atmosphere and sophisticated air circulation system contributes to their won-
derful work environment.
“The future of luxury will be about imparting real meaning to a product – to show
that a product is sustainable and shows a genuine sensitivity to the community” is
gaining in significance in today’s competitive market. Companies who choose to dif-
ferentiate themselves in providing that unique guest experience in a low-impact man-
ner will certainly offset upfront costs with repeat business and high client satisfaction
in the long-term.
‘Greening’ is rapidly becoming an expectation of the enlightened travelers and a
focus of the emerging Millennials generation , who are committed to a ‘green’ future.