MODULE 4 CASE STUDY I

CASE STUDY IALQUERÍA DE MORAYMA

ALQUERÍA DE MORAYMA: ORGANIC FARMING, BIODIVERSITY, AUTHENTIC ACCOMODATION AND RESTAURANT IN THE

HEART OF THE ALPUJARRAS (THE LAST MOORISH REDUCT IN THE SOUTH OF SPAIN)

MODULE 4 CASE STUDY I – Alqueria de Morayma

HISTORY AND FARM DESCRIPTIONThe «Alquería»,was an ancient farm surrounded by 40 hectares of organically cultivated vineyards and woodland; almond, fig, olive and fruit trees, providing refreshing cool and shade in the hot summers of the south of Spain.

It is located in the Alpujarra, the (south side of Sierra Nevada, Andalusia, Spain), the very last region occupied by the Moorish in Spain.

Within the grounds there are the home farm buildings and stables, an hermitage, the winery / museum and a multi-use function room.

The Apart-Hotel comprises 23 units (some self-catering) . All furnishings, fabrics, paintings and decoration are different in each one – antiques, ceramics and local textiles predominate. All  accommodation offers mountain views.

It has also a Restaurant with two dining rooms: one large with an open fireplace, bar and sunny terrace with mountain views; the other more formal and intimate. The menu offers traditional Spanish dishes with local specialties.

MODULE 4 CASE STUDY I – Alqueria de Morayma

HISTORY AND FARM DESCRIPTIONHistory: In the early 90’s, Mariano Cruz, decided to develop the first real agritourism project in Granada. He acquired an abandoned farm and started his project in three phases:1º Stage: recuperation of the buildings for accommodation (hotel) and restaurant. Key point: special emphasis in traditional arquitecture and furnishing, fabrics, paintings and decoration are different in every unit – antiques, ceramics and local textiles predominate. At the same time started the recuperation of the trees. 2º Stage: construction of complementary spaces: horse stables for people riding their own horses, library, birds stables, multiactivity room (courses, yoga …), swimming pool.3º Going beyond farming: the winery and olive press. All wines produced on the farm are organic. Olive oil and St John’s Wort (hypericum)  oil are produced, figs and almonds are also harvested annually. As well as demonstrating current production methods  there is also a museum dedicated to the conservation of traditional methods.

MODULE 4 CASE STUDY I – Alqueria de Morayma

DATA & FIGURES OVERVIEW

PROPERTY EXTENT 40 Hectares

10 wood30 cultivations

AGRICULTURAL PRODUCTSOlive trees, figs, almond trees, vineyards and variery of fruit trees.

FOOD PRODUCTSOlive Oil, wine, almonds, figs and fruits.

NON-FOOD PRODUCTSHot water from solar panels.

MODULE 4 CASE STUDY I – Alqueria de Morayma

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ACTIVITIESAgriculture (organic CAAE certification)AccomodationRESTAURANTAgritourismHolistic courses and therapiesTrekkingMuseum

ACCOMMODATIONS4 double rooms12 double rooms with coutryard1 triple room3 double with kitchen and coutryard3 apartmentsfor 4 people with kitchen

COMMERCIALISATIONWineOlive oil and St John’s Wort (hypericum)

DATA & FIGURES OVERVIEW

MODULE 4 CASE STUDY I – Alqueria de Morayma

PROCESS GRAPHIC REPRESENTATION

MARKETING&

COMMERCIALISATIONADMINISTRATION

ORGANIC FARMING, WINE AND OLIVE OIL PRODUCTIONDIDACTIC VISITS

HOLISTIS ACTIVITIES

HOTELRESTAURANT

KEY PROCESSES

SUPPORT PROCESSES

MODULE 4 CASE STUDY I – Alqueria de Morayma

KEY PROCESS DESCRIPTION: ACCOMODATION AND RESTAURANT

Process Description Competence Description Level

Maintainance and management of the houses, rooms, and common spaces (partially outsourced)

To be able to maintain and manage the buildings

2

Maintainance and management of gardens and swimingpool

To be able to maintain and manage the gardens around the hotel and the swimming pool

2

Restaurant management and choice of traditional menus

To be able to manage the restaurant and choose season organic ingredients for traditional menu

3

Customer reception and needs satisfation

To be able to receive guests and manage their staying at agritourism

3

Management of hotel and restaurant reservations

To be able to control and manage all the reservations, either from individuals, groups and touroperators

4

MODULE 4 CASE STUDY I – Alqueria de Morayma

Process Description Competence Description Level

Knowledge on basic organic farming laws and certification procedures

To be able to respect the procedures for organic farming certification

2

Seasonal works (tilling, digging, weeding, mowing-cutting)

To be able to perform sustainable mechanical operations according to the organic procedures

2

Enrichment with organic fertilizers without use of synthetic chemicals

To be able to perform a rational fertilization for planned cultivations

2

Harvest and transportation of olives, almonds, figs and herbs

To be able to organise and perform harvest and transport to the farm storage and conditioning centre

2

KEY PROCESS DESCRIPTION: FARMING, PROCESSING AND VISITS

MODULE 4 CASE STUDY I – Alqueria de Morayma

Process Description Competence Description Level

Organisation of Holistic Activities To be able to programme different activities and to prepare the instalations for them.

1

Guided visits to the farm and the museum

To be able to manage guided visits and didactic programs of learning for groups

2

Wine production To be able to assume all the steps in wine production and maturation

3

Oil production by cold pressing and bottling olive oil

To be able to perform cold pressing and bottling olive oil

3

KEY PROCESS DESCRIPTION: FARMING, PROCESSING AND VISITS

MODULE 4 CASE STUDY I – Alqueria de Morayma

Process Description Competence Description Level

Hotel bookkeeping and administration(completely outsourced)

To be able to manage bookkeeping and hotel administration

1

Farm bookkeeping and administration(partially outsourced)

To be able to manage bookkeeping and farm administration

2

Human Resources(pay slips in outsourcing)

Selection and management of human resources, monthly payslips, etc..

2

Restaurant management To be able to manage the stock control, purchases, accountig, etc.

3

Organic certification procedures (linked to external control)

To be able to manage the organic certification procedures

3

SUPPORT PROCESS DESCRIPTION: ADMINISTRATION

MODULE 4 CASE STUDY I – Alqueria de Morayma

SUPPORT PROCESS DESCRIPTION: MARKETING & COMMERCIALISATION

Process Description Competence Description Level

Marketing of organic farming products

To be able to lead the marketing of the organic farming products

3

Management supervision and commercial organisation of buying goods and selling products

To be able to supervise and manage the commercial organisation of the establishment.

4

General marketing of restaurant, hotel, and holistic activities

To be able to design an overall strategy for placing in the market the variety of things offered.

4

Commercialisation on-line (hotel) To be able to control all the on-line commercial channels.

4

MODULE 4 CASE STUDY I – Alqueria de Morayma

CORPORATE FLOWCHARTOwner

(Organise Holistic Activities)

Organic Certification(outsourced)

Hotel + RestaurantManager

Bussiness Consulting(outsourced)

FarmManager

Winery Manager

Farmingseasonal workers

Olive oil Production seasonal workers

Reception and bar tender

Chef and assitants

Chambermaids

MODULE 4 CASE STUDY I – Alqueria de Morayma

INNOVATION & SWOT ANALYSIS

KIND OF INNOVATION STRENGTHS &OPPORTUNITIES

WEAKS &THREATS

Alquería de Morayma was the first agrotoursim project in Andaluosia.

Offering a wide range of holistic activities and therapies they cover the touristic low seasons, and maintain a good occupatiion level for the hotel.

Instalations adapted for a very wide range of demand (small and large groups, weddings, kids, horse riding trips, therapies, etc.)

The accesibility is difficult, not public transportation available and a long and sinuous road.

Sinergies between the museum and the retailing of wine with the hotel.

As the place is isolated, it is difficult to find good and qualified seasonal workers

MODULE 4 CASE STUDY I – Alqueria de Morayma

http://www.alqueriamorayma.com/en/

MODULE 4 CASE STUDY I – Alqueria de Morayma

MODULE 4 CASE STUDY I – Alqueria de Morayma

MODULE 4 CASE STUDY I – Alqueria de Morayma

MODULE 4 CASE STUDY I – Alqueria de Morayma

MODULE 4 CASE STUDY I – Alqueria de Morayma

MODULE 4 CASE STUDY I – Alqueria de Morayma

MODULE 4 CASE STUDY I – Alqueria de Morayma

MODULE 4 CASE STUDY I – Alqueria de Morayma

https://www.youtube.com/watch?v=EY-HwVEv_eA

MODULE 4 CASE STUDY I – Alqueria de Morayma

https://www.youtube.com/watch?v=qIxbWLMxtZw

MODULE 4 CASE STUDY I – Alqueria de Morayma

https://www.youtube.com/watch?v=SbTellDlN7M