Miller's Lodge - conceptual design presentation

MILLER’S LODGE

CONCEPTUAL DESIGN
PAC K AG E

SANTA LUCIA HIGHL ANDS, CA
JANUARY 27 TH, 2017

h t t p : //m i l l e r. r i g h t r e a t . c o m

Miller’s Lodge - a RighTreatsm for good, clean fun

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Site Context & Development Program pg. 4 - 13
Conceptual Resort Design & Analysis pg. 14 - 23
Precedents & Building Typologies pg. 24 - 35
Market Feasibility Report pg. 36 - 46
Technical Feasibility Studies pg. 47 - 57
Credits pg. 58 - 59

P R O J E C T Project Miller T I T L E Table of D A T E 01 27 2017
Greenfield, CA Contents
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SITE CONTEXT
& DEVELOPMENT

PROGRAM

Project Description Salinas

Miller’s Lodge aims to create a nature-based recreational front cabins dispersed across the site will Monterey Fort Ord
experience on more than forty acres of undeveloped land house guests and a wellness retreat next to National
nestled around a wide span of the Arroyo Seco River in Monterey the river with natural pools will allow visitors Monument Pinnacles
County, California. Adjacent to 2,000 acres of protected open the opportunity to disconnect from city life National
space in the Ventana Wilderness of Los Padres National Forest, and reconnect with nature. Carmel Carmel Salinas River
this project offers a stunning setting for hiking, backpacking, Valley Park
climbing, (mountain) biking, horse back riding, swimming, and The lot is approximately 45 acres in total. 1 hr. to Carmel via
whitewater kayaking with easy access from Highway 101, the Approximately 12 acres will be devoted to E Carmel Valley Rd. 2 hrs. to
main North-South throughway running from San Francisco to hospitality, 4 acres for branded residences, San Jose via
San Diego. 1 acre for a spa/wellness, 2 acres to Big Sur Ventana Wilderness
the meeting and dining, and 2 acres of of the Los Padres Hwy. 101
Miller’s Lodge proposes bringing a historic lodge back to life by welcome services including a roadhouse National Forest
preserving the nature experience, which has almost remained café with open space dining on the river 25 min. to
unchanged during the last century. During its history the site has front and administrative offices. The site Post Ranch Project Greenfield
served as a campground, RV trailer park, and rustic restaurant encompasses two distinct “islands” nestled Inn Miller
and bar while providing inspiration and peace for famous in a canyon setting created by the Arroyo N
writers, rough bikers and exhausted cyclists, always maintaining Seco River allowing for two different uses. Tassajara Arroyo Seco
its deep roots within the local community. The Hospitality Island will be accessed by a Hot Springs Station
private river crossing and a gated driveway
Through the creation of a new lodge, a farm-to-table restaurant, on the hill-side ensures ultimate privacy for Hwy. 1 Arroyo Seco
and a recreation & meeting center on the hill-top with view of owners and wellness guests on the Lifestyle
Ventana we intend to preserve the historical aspects of the Island. Esalen
site and nature experience, albeit with a modern twist, softly Institute
transforming it into modern day hospitality. A mix of upscale Julia Pfeiffer
cottages, tree houses, glamping-style tents, and movable river- Burns State Park

Regional Map 5

Neighboring Vineyard Drive to Miller’s Lodge on Arroyo Seco Road Salinas Valley, facing the foothills of Ventana Wilderness

P R O J E C T Project Miller T I T L E Site Context D A T E 01 27 2017
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Project Vision - Amenities EVCaallremy eRload Arroyo Seco Road

Miller’s Lodge is located along a stretch of the Arroyo Seco River that is at times Ridgeline
tranquil and quiet, almost a still body of water. At other times, it transforms
into a raging torrent of pounding water that rushes from the Santa Lucia Valley
Mountains to the ever thirsty and windswept Salinas River Valley. View

Understanding that the life of a river is mercurial and mutable in nature, the Valley Mtn.
design intention is to establish a place that reflects a watershed’s dynamic View View
qualities: movement, cycles (of the seasons, of plant growth, of life itself)
while integrating human experiences of play, song, friendship, engagement, Project Mesa
observation, reflection, restoration, and convening with nature. Miller Arroyo Seco

The program is intended to reinvent Henry Miller’s historic ideals and Mtn.
restore family day use (BBQ/water sports/hiking) and facilitate convening View
of individuals/groups/companies. An educational and outreach component
has been added and local environmental groups may occupy part of the Ridgeline
development, since they are direct neighbors. In doing so, Miller’s Lodge will
organize fireside talks, cultural experiences, creative meetings, nature walks, Valley
updates on the Ventana habitat health, and even night sky viewing. View

These family and educational uses will be integrated with a dedicated program Arroyo Seco
to personal physical restoration and renewal, maintaining life balance. Road

A wellness area focusing on minimally-invasive treatments and a full spa is Ridgeline
intended to be private and restorative -- in many ways, more attuned to the
river in its quiet and tranquil state. N 50’ 100’ 150’

Project Vicinity Map
Miller
Project
Miller

Project
Miller

Valley view looking West. Valley view looking West towards Ventana Wilderness and the Pacific Ocean. Valley view looking East towards Salinas Valley.

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Project Vision - Amenities (continued)

The heart of the lodge will be a farm-to-table restaurant building on the deep heritage of agricultural produce of the Salinas
valley, offering wine from local vineyards and organic produce from regional farms. The dining experience will be complemented
by scenic terrace views across the river and onto the Hospitality Island, while other amenities will include wine caves, a multi-
purpose amphitheater with larger capacities for corporate and private functions, cultural experiences such as music and
performances along the river, and a recreation center with pools for family fun. In addition to up to 45 1- and 2-bedroom
units for lodge guests, Miller’s Lodge will welcome visitors seeking a nearby destination for outdoor exploration and relaxation,
offering family picnic areas for day use and tent sites for overnight camping. On the Upper Canyon entry, visitors passing by
on their way to Ventana Wilderness/Los Padres will find an Outreach Center, where the surroundings are explained and further
explored through guided trail hikes. This will provide a forum for conservation groups like The Nature Conservancy, Big Sur
Land Trust and Ventana Wilderness Alliance to broaden their reach among a larger community of people, explaining their work.
Community Gardens will connect locals, guests and (frequent) visitors in a gentle way, and help contribute to the produce used
in the restaurant.

The project’s overall focus will be on maintaining balance, sustainability, and conservation. At the same time we thrive to
create a new upscale destination retreat in the beautiful Santa Lucia Highlands/Big Sur area.

P R O J E C T Project Miller T I T L E Project Info D A T E 01 27 2017
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Energy Concept

Miller’s Lodge will not only help people experience the restorative powers of nature, but also provide regenerative land stewardship for the
Arroyo Secco River watershed by cultivating local flora and fauna, reinstating natural water flow to the river, and the use of climate adaptive
technologies. Through partnership with local and national land trusts and conservancies, Miller’s Lodge will provide a nodal point for guests to
learn about and see in action 7-generation land stewardship practices.

Using renewable energy sources, eco-friendly building materials, and low impact building practices, Miller’s Lodge will be offsetting its
carbon footprint in every way possible. Part of the energy plan for site includes using the natural resources of sun and wind as its primary source
of power. The natural venture affect of the river basin makes the site a prime candidate for wind energy harvesting through the use of vertical
wind turbines. And the 300+ days of sun a year make the site an excellent site for a solar energy array.

By clustering the buildings, elevating walkways, and limiting vehicle access to the site, the entire site’s infrastructure will have a light environmental View from Vista Point Overlook.
footprint. The structures at Miller’s Lodge will also include green building practices such as passive solar banking, passive cooling tunnels,
rain water catchment, and state of the art insulation materials. Materials used to create Miller’s Lodge will be selected based on a proximity
and energy consumption matrix, and therefore will be sourced locally first. Materials that are low in energy consumption and/or made from
renewable sources will also be used over conventional construction materials. As a way to raise awareness for the viability of clean tech
energy and sustainable building practices, throughout the site there will be signage, plaques, and information showcasing Miller’s Lodge use of
regenerative technologies in contemporary and efficient ways.

View from Hospitality Island Beach across Lifestyle Island.

View from Lifestyle Island Beach toward Vista Point Overlook. Arroyo Seco River. View across Hospitality Island near river fork.

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Historic Miller’s Lodge. View from Hospitality Island Beach looking Northwest towards Mountain across Arroyo Seco River.

View from Vista Point Overlook towards Meadow and the Spa/Dining View from Meadow at Hospitality Island looking North. Memories on the River:

Playing at the shore line, digging in a sandy bank, rock
hopping, rock skipping and rope swinging. Catching
tadpoles and minnows, floating down, making bridges
with driftwood, finding islands and swimming holes.
Watching the rain fill it to flooding. Rediscovering
a path changed from one season to the next, erasing
favorite spots. Fishing. Canoeing over roiling waters
and sand, making the canoe into an acoustical speaker.
Two rivers merging, one murky and one clear, a sharp
division between the two as they first meet, then a
swirling separation, then, at last, becoming one water.

- Personal Memories of a Staff Member at Joni L. Janecki
& Associates, having spent summers in the area

P R O J E C T Project Miller T I T L E Project Info D A T E 01 27 2017
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To Tassajara Zen, Offsite Public
Mountain Center, Parking Semi-Public
Ventana Wilderness Semi-Private
(E) Dirt Private
Big Sur Meadow View Mountain View Road Employees Only
Land Trust
Property Arroyo Seco Road Welcome To Hwy. 101
(20 Minutes)
Ventana Wilderness (E) Access Road Upper Canyon
Road
Community
Garden Arroyo Seco River Bridge

Meeting & Well-Being &
Dining Lifestyle

Hospitality

Big Sur Land
Trust Property

(E) Dirt Road

Site Panoramic N 100 200
0

Programmatic Zones onto the mountain area and down to the Arroyo Seco support. In conjunction, the Welcome Area and Hospitality Island and is accessed via a private road

The Welcome & Roadhouse Area is located along riverbed. The use of such parking structures will Hospitality Island form a space at the Northern on the Upper Canyon, as well as a pedestrian bridge

Arroyo Seco Road, the primary access road to Miller’s also ensure enough space remains available for the end of the property, which spans the river. The built on the foundation of a historic suspension

Lodge connecting it to the South Bay via Highway energy management/integrated water/septic facility Hospitality Island will contain most of the guest bridge. It is located furthest away from the most

101 and Carmel via East Carmel Valley Road (G16). In and staff parking/housing. rooms in various unique clustered structures. The public area of the site, the Welcome Area, providing

addition to temporary guest parking in the Welcome Island will also have a private restaurant with wine a more secluded area. 10-12 Branded Residences

Area, offsite parking is provided on the hillside The Hospitality Island is located opposite the cellar and an area at the Southern end of the island with a Clubhouse will be scattered throughout

above Arroyo Seco Road and opposite the Welcome Welcome Area and across the Arroyo Seco River. It for the pool and other recreational activities along the island, allowing for easy access to the river,

Area for ease of access and guest privacy. Electric is connected to but separated from the Welcome with beach cabanas and access to the river. restaurants, and other recreational activities. In

hook-ups, powered by solar energy, will provide the Area via a restricted-access bridge, which is primarily addition, a multi-purpose amphitheater space is

necessary charge to modern automobilists. The intended for pedestrians and low-speed vehicles for The Well-Being and Lifestyle Island is located available for larger events at the Lifestyle Island.

possible use of semi-submersed automated parking accessibility. The intention is to limit vehicular access further South and upstream along the Arroyo Seco The natural sandy beach with direct access to the

structures will help to preserve the pristine views to staff, administrative services and emergency River. It is on the opposite bank of the river from the swimming hole will allow for recreational fun (beach

P R O J E C T Project Miller T I T L E Plan Diagram D A T E 01 27 2017
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Offsite Public
Parking Semi-Public
Semi-Private
Private
Employees Only

Outreach/
Community

Meeting & Residential Bridge Welcome
Clubhouse Road House
Dining Signature Treehouse Enclave
Restaurant
Well-Being & Beach Activity
Vista Point
Well-Being/ Lifestyle Hospitality
Spa
Branded Wine Cave
Residential

Hotel Guestrooms

N 100 200
0

volleyball, sunbeds) and when not in use, this beach setting offering natural dip pools and hot springs view of the Ventana Wilderness. The farm-to-table Community Garden with local organic produce
restaurant with local cuisine will have an outdoor will be located there, serving the farm-to-table
area forms a buffer between the hotel guests and tucked beneath a large rock wall enjoying fascinating terrace with views of the canyon and mountains. approach of Miller´s cooking style. At the same time
Within the restaurant, a wine cellar will feature house the garden will provide early adoption of planting/
residents. and serene canyon views into Ventana Wilderness. wine from local wineries with the possibility of wine- harvesting techniques by children in a natural
tasting. setting outside a typical classroom environment.
At the southern-most point of the Lifestyle Island,
On the grounds of Big Sur Land Trust through
The Residential Clubhouse is nestled among the spa will benefit from the most serene and natural which a road to the convention center and signature
restaurant runs, the Outreach Area with local
stands of oaks and sycamores on a south-facing setting on site. groups will have its domicile, taking guests groups
on guided nature and wildlife walks, explaining the
knoll. Gather with friends and family in the Mixed river habitat and providing insights into the work
of various environmental/conservation activities. A
Grill for breakfast, lunch or afternoon hors d’oeuvres The Meeting/Conference Center and Signature

or use its amenities of locker rooms after a plunge in Restaurant is located 50 feet above the other

the river. buildings on Lifestyle Island. These spaces will

offer plenty of natural light and gorgeous views

The Well-Being/Spa zone will be home to the main to support thinking outside the box, away from an

treatment facilities, physician quarters, and private office cubicle. Event lawns can host large outdoor

pools. The location will benefit from the river front parties and weddings with an incredrible backdrop

P R O J E C T Project Miller T I T L E Plan Diagram D A T E 01 27 2017
Greenfield, CA
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PARCEL 12 Arroyo Seco Road PARCEL 1

419 371 003 000 Arroyo Seco River Arroyo Seco Road 419 371 007 000
Zoning: RC/10 MILLER’S LODGE, LLC
6,501,330 SF Carmel Valley Road Zoning: RC/10
N 1,637,856 SF
PARCEL 11
PARCEL 2
419 371 005 000
Zoning: RC/10 419 371 004 000
111,078 SF THOMAS
Zoning: RC/10
PARCEL 10 43,124 SF

419 371 014 000 PARCEL 3
Zoning: RC/B-6
419 371 001 000
101,930 SF BORZINI
Zoning: RC/10
PARCEL 9 15,681 SF

419 371 013 000 PARCEL 4
Zoning: RC/B-6
419 371 006 000
108,900 SF Zoning: RC/10
304,920 SF
PARCEL 8
PARCEL 5
419 371 023 000
BIG SUR LAND TRUST 419 371 002 000
SOUTHERLAND
Zoning: RC/10 Zoning: RC/10
1,322,917 SF 3,057 SF

PARCEL 6
419 371 010 000

BASSETTI
Zoning: RC/10
39,204 SF

PARCEL 7

419 371 011 000
BASSETTI
(UPPER CANYON)
Zoning: RC/10
108,900 SF

P R O J E C T Project Miller T I T L E Project Info D A T E 01 27 2017
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Parcel 11 149.25 ac 6,501,330 SF
304,920 SF
Parcel 12 7.00 ac TBD SF
TBD SF
HoAFtAbRoevelGPradreoGSgF ram (according to Site Plan) 240.53 ac

Program Summary 90-120 Keys 62% 20,542
--- ---
Residential Cottages 18% Target
16% 70,667
Hotel 5%
Permanent Guestrooms 20,500
Seasonal Guestrooms 17,565
Public
Back of House 4,450
Mechanical 113,182

Road House 5,000 Occupant Load
General Store 2,500 200
Restaurant/Bar/Dining Terrace 5,000 167
Warehouse 10
Support/Service 400 1
7,500 378

Parking SF
404 Spaces
Overall Total
141,224 GSF
Hotel Program
# of Guestroom Area per Unit Total Program Area (SF)
Guestroom 100 500 50000 Net Sq. Footage
75% Efficiency
Guestroom 66,667 Gross Sq. Footage

Guestroom Support / MEP 4,000
Total 70,667

Public Areas - Conference Center 2,700 Occupant Load
Ballroom 500 386
Wine Cellar 33
Signature Restaurant/Pvt Dining rooms/Bar 3,100 207
Meeting Room 2,375 158
Pre-Function 2,000 286
Total 10,675
1,070
Public Areas - Hotel
Hotel Lobby/Lounge 2,500 167
Wine Cave/Tasting 1,500 100
Kid's Club
Fitness 500 25
Spa (10 treatment rooms) 2,000 40
Wellness 8,000 67
Pool Bar 5,000 28
Total 1,000 143
20,500 569
Back of House
Service/Loading 1,350 5
B.O.H. 15,000 50
Ballroom Storage
Meeting Room Storage 675 2
Total 540 2
17,565 59
Mechanical
Mechanical Room 4,450 15
Total 4,450 15

Overall Total 113,182

Residential Cottages Program 10-12 Total Program Area (SF) PROJECT InPfrroasjetrcutctMurieller T I T L E SF Project Info D A T E 01 27 2017
2,800 GrWeaetenrfTiereladtm, CenAt Plant Program
Dwelling Units )$//&5((.(1*,1((5,1*,1& % No. of Units Area per Unit 3,750 13
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1 Bedroom 3 1,250 3,000
2 Bedroom 6($%5,*+7$9(6$17$&58=&$Ã7(/ 3 2,500
Deluxe :::)$//&5((.(1*,1((5,1*&20 1 3,000
Presidential (3 Bedroom)
36% Fresh Water Wells & Storage Tanks

27% EVA

27% Geothermal heating/cooling

9% PV Array

CONCEPTUAL RESORT
D ES IG N & ANALYS I S

Event Lawn 3 Signature Suspension Double Loft Units: Road House
Restaurant & Wine Footbridge
8 Keys Bridge
Cellar

Conference Guest/Valet General General
Center
Beach Activity Seasonal Decks Event Lawn 1 Parking Store Parking

Upper Outreach
Canyon Center /
Ranger
Entry

Community Arroyo Seco Road
Garden Arroyo Seco River

Treehouse
Enclave

Private Spa Branded Residential Rentals / Treehouses Wine Cave & Recreation Single-Story Units: N 0 100 200
Meeting 10-12 Keys Snack Bar 9 Keys Private Restuarant Center: 12 Keys
Rooms Pool, Bar

Event Lawn 2 Wellness Resident’s Club Amphitheater Cave Units Hotel Lobby Loft Units: Double-Story Units:
Clinic 50-100 Capacity 6 Keys & Check-in 34 Keys 28 Keys

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Arroyo Seco River The Northern portion of the Hospitality Island
includes four unit types: lofts, single-story, double-story, and
Beach treehouses. All of the units have glazing and decks facing the
river (the west facade) and are arranged to allow views of the
Arryo Seco River to all guestrooms. The units in the floodway
will be hovering above the ground on pilotis and adapting to
the gradual slope of the island. Each of the bulding types will
have two to four keys providing the opportunity for guests to
reserve adjacent rooms or full units.

Loft
2-key

Treehouse
1-key

Single- Treehouse
Story 2-key
4-key

Double-
Story
4-key

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Parking Hotel guests and day-visitors will arrive at the main
Structure entrance using Arroyo Seco Road. The hotel guests will be
greeted at the Hotel Reception where they will be driven by
golf cart to the Hotel Main House on the Hospitality Island
while valet will park their cars in the adjacent property.
Meanwhile, the day-visitors will park their car by the arrival
point to enter the Road House. The Road House will have a
restaurant with outdoor seating facing the Arroyo Seco River,
a bar serving local wine and beer, and a general store with an
operable facade for the potential of a farmer’s market.

Warehouse Hotel Parking 30 Stalls
Reception
General
Road House Store

Restaurant/
Bar

Restaurant
Terrace

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Big Sur Land Trust Using the Big Sur Land Trust easement from
Arroyo Seco Road, visitors can access the Signature
Conference Parking 10 Farm-To-Table Restaurant, Conference Center, and
Center Stalls Meeting Rooms. Each of the buildings have access
to a private event lawn and are rotated to maximize
Event Lawn Event Lawn Parking 10 Signature uninterrupted views of the Santa Lucia Mountains and
(2,000 SF) (3,000 SF) Stalls Restaurant/ Ventana Wilderness. The current residence on the hill
Wine Cellar will be restored to become the Private Meeting Rooms.
Private (2,400 SF / Guests can either park in above ground parking or
Meeting 200 Seats) under the Conference Center in an enclosed lot.
Rooms
Approximately 40’ below are the Spa and
Outdoor Wellness Center accessed by a path and stone-carved
Terrace stairs (existing) from the Road House. Spa treatment
rooms are nestled into the hillside overlooking the
Spa Hot Arroyo Seco River, creating both a visual and auditory
Pool bond with the water. Cold and hot natural pools mimic
Cold the local hot springs. Across the way, the Wellness
Pool Center will be used for minor cosmetic procedures
and rejuvenation.

Wellness
Center
(5,000 SF)

Arroyo Seco River N 25 50
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Across from the Hospitality Island are the
Branded Residential units. Comprised of one, two,
or three bedroom cottages, these units are arranged
to have views of the river and private beach access.
In the event that the residences are vacant, the hotel
will manage the cottages. A Residential Clubhouse
including a show-kitchen, private event space, and a
pool will be exclusively available to the residents.

One-
Bedroom

Two-
Bedroom

Residential
Clubhouse

Pool

Snack
Bar

Deluxe

Private Resident’s Beach

Presidential

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View 1:

View of the Resort
From Arrival Point

P R O J E C T Project Miller T I T L E View 1 D A T E 01 27 2017
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View 2:

Typical View From
The Guestrooms

P R O J E C T Project Miller T I T L E View 2 D A T E 01 27 2017
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View 3:

Cluster of
Guestrooms
with Community
Tables / BBQ
Stations

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Greenfield, CA
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View 4:

Typical Treehouse

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Greenfield, CA Typical Treehouse
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PRECEDENTS &
BUILDING TYPOLOGIES

Building types respond to the river and other
environmental properties of the site. Each
type is designed to have a light touch on the
land, allowing nature to exist in harmony with
the resort.

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Greenfield, CA
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STEEP SLOPE FLOODWAY PARKING
BUILDABLE RIVER PROPERTY LINE

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PERMANENT

Road House,
Restaurant,
Conference

Collectively, the Road
House, Restaurant, and the
Conference Center represent
the public amenities of
the project offering some
guestrooms within the
complex. These are built on
high grounds and have a
relaxed, open relation to the
woods, river, and cliffs.

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Greenfield, CA Permanent Structures
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PERMANENT

Ground-
Level & Cave
Guestrooms

The majority of the
guestrooms are represented
as intimate scale 2-4 key
bungalows, or are nestled
into the cliff face as a lair. The
variety of the guestroom
types allows repeat visitors
to experience a different
relation to the site on each
visit.

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PERMANENT
- RAISED

Treehouses

The Treehouses provide
guests with a beautiful,
elevated perspective on
the river while maintaining
a light, environmental
foot print on the land.
For the nature lovers and
adventurers, the Treehouses
will be nestled into the
trees, offering a closer look
into the canopy of Oak
and Sycamore trees with
observation decks and star
gazing platforms. A modern
rendition on childhood
fantasies, the Treehouses
will be connected with
the trees and birds while
emulating the site’s
minimalist approach of
maintaining elegance and
comfort.

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PERMANENT
- RAISED

Pilotis, Pavilions

Distinctly elevated off
the ground, this group
of guestroom structures
achieve a light-weight and
delicate expression akin to
elements in nature.

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PERMANENT
- RAISED

Bridge

Bridges are an integral
and unique element to the
guest experience at Miller’s
Lodge: crossing to the
other side, away form the
“air-conditioned nightmare”
(Henry Miller) into a new
experience with no traffic
commotion.

Meandering raised walkways
connect the various types of
guest premises, allowing the
habitat to preserve its own
circle of life down below.

As part of a public-private
partnership the historic river
crossing is being replaced
with fully functional, year-
round accessible bridge.

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TEMPORARY

Tents, Modular,
Seasonal
Structures

These temporary facilities
are placed on permanent
platforms along the river
and can be employed as
room demands increase
during peak seasons.

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GUEST
EXPERIENCE

Kayaking,
Biking, Picnic,

Wine, Spa,
Amphitheatre

The natural beauty of the
resort setting and the
surrounding areas provide
many opportunities for
outdoor recreation and
experiences. The secluded
site encourages outdoor
exploration and self-
contemplation.

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Local Farm Pebble Beach Concours d’Elegance GUEST
EXPERIENCE
River Snorkling P R O J E C T Project Miller
Greenfield, CA Swimming,
Horseback
Riding, Coastal
Hikes - Big Sur,
Car Week

Guests can easily take day
trip to the Pacific coast, Big
Sur, and the mountains of Los
Padres National Forest for
sight-seeing and exploring.
Additionally, hiking the
Ventana Wilderness offers
guests the chance to get
outside and explore all that
California has to offer. Major
events such as the Pebble
Beach Concours d’Elegance
and the Monterey Jazz
Festival are a few famous
local events.

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Guest Experience
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CULINARY
EXPERIENCE

Community
Kitchen, Private

Chef BBQ,
Farm-to-Table

Restaurant,
Cooking Classes

Taking advantage of the
location, Miller’s Lodge will
endorse the local food and
beverages by using home-
grown ingredients in the
restaurant and selling them
in the general store. To
create a more interactive
culinary experience, guests
will have the opportunity
to learn to cook these
organic products through
collaborative courses .

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Greenfield, CA Culinary Experience
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MARKET FEASIBILITY
REPORT

PROJECT ASSESSMENT PAGE 4

DESCRIPTION OF LAND

Address 46325 Arroyo Seco Road, Greenfield, California 93927
Size and Topography
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Site Use NNuummbbeerr 441199 337711 0000770 00000( (PPaarrcceel l1 1o offm maappo onnp prerevvioiouussp paagege),)l,o locactaetdedin int htehec ictyityo foGf Grereenefniefiledl,di,n inth teheco cuonutnytoy fof
Access and Visibility MMoonntteerreeyy,,a annddi nint thhees sttaateteo offC Caalilfiofornrniaia. .T Thhees usubbjejectcts istieteis iso onnb boothths isdideseso of ft hteheA ArrroryooyoS eSceocoRiRvievre. rT.h Tehteo pography
otof pthoegrsaupbhjeyc otfs titheei ssuvbajreiecdt ,sfitreo mis vleavreiel dp,o frrtoiomn sletvoesl tpeoerptisolonps etos isnteaecpa nslyoopnesli kine ase ctatinnygo, na wlikaey sfreotmtintgh, eawmaayin frcoomun ty
rtohaed m. Tahine cinotuennttyo rfotahde. oThwen einrtsehnipt oisf ttoheac oqwuinreerPsahripce ils 2t,o3 ,a5c,q6u,7ir,9e, Paanrdce1l1 2i,n 3t,h 4e, 5co amnidn g6 mino tnhteh cso. ming months.
ADD HKS EXTENDED SCOPE HERE

The majority of the subject site is currently vacant. There are some houses on the site that are being rented out.
Once developed, the site will consist of the proposed Miller’s Lodge Resort.

The subject site is located in the city of Greenfield. Access to the subject site is via Arroyo Seco Road and is
located approximately 13 miles southwest of the Highway 101, Thorne Rd. exit to the city of Greenfield. Once
developed, the Resort will not be visible directly from Arroyo Seco Road.

Utilities Utility Provider
Electricity Pacific Gas & Electric
Power Generation Pacific Gas & Electric
Water Supply Gas
Water XtbXdX
Sewer XtbXdX

Gas combined with renewable energy generation with PV solar array

Miller’s Lodge has been operating its own non-community, non-transient community water system since 1950s,

serving both residents as well as the lodge, a restaurant and bar. The system taps the underlying acquifer
through 54 operating wells with an approximate production of 6870 ggppmm/
Miller’s Lodge Aquifer which underlies the property has received all its approvals. Water rights are
extremely valuable as water in Carmel Valley is always the main point of contention in any new

development approval.

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Market Site Analysis6($%5,*+7$9(6$17$&58=&$Ã7(/

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shared, distributed or reproduced without the express written consent of Hospitality Link International, Inc.

PAGE 5

DESCRIPTION OF LAND

Septic Treatment The property is not connected to a public sewer, given it’s distance to the nearest city and the low population density
in the area. The ownership has contracted a wastewater study for the design and implementation of packaged
treatment plant with a high degree of grey water usage for irrigation and a biological storage pond as an overflow area,
creating a new biological habitat at the same time.

Soil and Subsoil An environmental evaluation, performed by TRAK Environmental Group, Inc., dated February 17, 2006, was provided
Conditions and was available for review during the preparation of this report.

The property was developed prior to 1956. Based on the age of construction, building materials in onsite structures
may contain asbestos containing materials (ACM), and certain building materials are presumed to contain ACM, unless
testing has shown otherwise.

Based pm TRAK’s review pf available government agency database records and results of site inspection, it is TRAK’s
opinion that there are recognized environmental conditions associated with the property. These conditions
include:Miscellaneous waste containers and evidence of soil staining in localized areas at the dump area, on the
eastern portion of the subject site.

Presence of two approximately 500-gallon USTs and former dispenser located at the front of the Lodge building,
reported to have been abandoned in place prior to 1989, with no subsurface soil investigation.

Nuisances and Hospitality Link International, Inc. has not been informed of any site-specific nuisances or hazards. Because we are not
Hazards experts in this field, we urge you to obtain an independent analysis of these factors.

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shared, distributed or reproduced without the express written consent of Hospitality Link International, Inc.

Market The proposed Miller’s Lodge is located in the city of Greenfield, the county of Monterey and the state of
Area California. Monterey County is the only county in the Salinas Metropolitan Statistical Area (MSA), which is among
Definition the smallest MSAs in California in terms of population. For this market area, the majority of the individual leisure,
tour and travel, convention and meeting-related demand is drawn from the San Francisco Bay and the greater Los
Economic Angeles areas. The city of Greenfield is approximately 135 miles south of the city of San Francisco, and 290 miles
Overview north of the city of Los Angeles.

Monterey County is located at the approximate mid-point of California’s Pacific coastline. The county has 106
miles of Pacific coastline and encompasses an area of approximately 3,771 square miles. It is bordered by Santa
Cruz County to the north, San Luis Obispo County to the south, and San Benito, Kings, and Fresno Counties to the
east.

Diversity characterizes Monterey County’s geography; it is composed of mountains, valleys, and coastal areas.
The Santa Lucia Mountain Range and the Pacific coastline form the county’s western boundary. The Gabilan and
Diablo Mountain Ranges make up the eastern border. Flanked by these mountain ranges, the Salinas Valley is the
largest in the country, and is characterized by agricultural and livestock uses. Bisecting the fertile Pajaro Valley,
the Pajaro River forms a natural boundary between Monterey County and Santa Cruz County, to the north.
Greenfield, located 33 miles southeast of Salinas, lies in the central Monterey County, and is characterized by
agricultural and residential land uses.

The Monterey County economy is built around a $4.8 billion agricultural sector and a $2.4 billion tourism
se ctor. The farm, food manufacturing and leisure/hospitality industries account for almost half of all jobs in
Monterey County.

Agriculture represents 15% more of Monterey County’s economic output than it does for the whole United States
economy. Monterey County's agriculture sector is among the most productive in the world.

Total economic impacts of the agricultural production in Monterey County is estimated at over $8.1 billion when
allied businesses, employee paychecks, and value-added processing are tallied.

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AIR PASSENGER STATISTICS PAGE 14

60000000 San Francisco International Airport (SFO)

50000000

Number of Air 40000000
Passengers
30000000

20000000

10000000

0

2009 2010 2011 2012 2013 2014 2015
Year
Source: San Francisco International Airport

10000000 San Jose International Airport (SJC)

9500000

Number of Air Passengers 9000000

8500000

2 hours, 20 1 hour 15 8000000

minute drive minute drive 7500000
to Miller’s to Miller’s 7000000
Lodge Lodge
2009 2010 2011 2012 2013 2014 2015

Source: Norman Y. Mineta San Jose International Airport Year

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Market Site Analysis6($%5,*+7$9(6$17$&58=&$Ã7(/

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WINE REGION The “Santa Lucia Highlands” appellation was granted in 1991. For irrigation, the AVA is rooted in the
unique geography and regional aspects of the Arroyo Seco River, a waterway that serves as a conduit of
Santa Lucia rain and snow melt from the Santa Lucia Mountains to the Salinas River. This natural process results in
Highlands AVA access to pure mountain water with admirable levels of pH and hard minerals. Over 50 winegrowers of
the Highlands are innovators – every vineyard is a living laboratory, with new clones, trellising systems,
and farming regimens constantly being explored. Home to 50 vineyards with 3100+ acres of Pinot Noir
and 2000+ acres of Chardonnay, the Santa Lucia Highlands is quickly becoming a well-known wine tasting
region. Within the last 10 years, more Pinot Noirs of the region have scored above 90 Parker Points than
Napa and Sonoma county together, including wines from the world-renowned J. Lohr Vineyards.

10 minutes to
Miller’s Lodge

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WINE REGION One of the country’s first AVAs, the “Arroyo Seco” appellation was granted in 1983, historically the
Arroyo Seco represented cutting-edge California wine growing. Rooted in the unique geography and
Arroyo Seco AVA/ regional aspects of the Arroyo Seco River the vineyards are brought rain and snow melt from the Santa
Neighboring AVAs Lucia Mountains to the Salinas River. Combined with extremely windy conditions, the AVA is known for
its unique growing conditions.
Wineries with tasting rooms in Carmel Valley include Bernardus, Boëté, Chateau Sinnet, Folktale, Georis,
Durney-Heller Estate, Joyce Vineyards, Hahn, Parsonage, Boekenoogen, San Saba and Talbott. High above
Carmel Valley, at the summit of Laureles Grade, is the Wines of Carmel, and beyond Carmel Valley
Village, in Cachagua Valley, lie Galante Vineyards and Joullian Vineyards.
Award-winning Bernardus and J. Lohr Vineyards can be counted amongst the Arroyo Seco Winegrower
members with multiple vintages of their Pinot Noir scoring more than 90 Parker points.

Miller’s Lodge

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WINE REGION Known as the River Road Wine Trail, 8 wineries host wine enthusiasts year-round. The first winery is
located a mere 20 minutes from the Salinas Airport and the trail ends at a winery 25 minutes from
River Road Wine Miller’s Lodge.
Trail

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Monterey/Carmel Overall demand data compiled by CBRE Hotels were obtained for the Monterey/ Carmel lodging market.
Demand Overview Since 2009, hotel occupancy rates have risen as well as the average room rate.

MONTEREY/CARMEL HOTEL MARKET TRENDS

78% Occupancy Rates $400.00 Average Room Rate
76% $350.00
$300.00 2010 2011 2012 2013 2014 2015
74% $250.00 Year
$200.00
72% $150.00
$100.00
70%
Percent $50.00
Rate68% $0.00

66%

64%

62%

60%

58%
2010 2011 2012 2013 2014 2015

Year

Source: CBRE Hotels

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D A T E 01 27 2017

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PAGE 28

COMPETITIVE HOTELS ANALYSIS

An integral component of the supply and demand relationship is the current and anticipated supply of competitive lodging
facilities. Based on our evaluation of the market orientation, chain affiliation, location, facilities and amenities of the area’s
hotels, we have identified that the proposed subject property will compete directly with four luxury resorts in the
Monterey/Carmel lodging market area. They are the first four resorts listed below. The following three are all located in the
immediate market area, however are not considered the most comparable to Miller’s Lodge. The following chart describes the
characteristics pertinent to the proposed subject property and each of its competitors.

COMPETITIVE HOTELS REVIEW Year Number of Event Event Number of Swimming
F&B Outlets Spa Pool
Property/Location Opened Guestrooms Space (SF) Space Per Yes Yes
Subject Property XX
20XX 60-120 - Guestroom Yes Yes
46325 Arroyo Seco Road, Greenfield, California #VAL-UE!
Carmel Valley Ranch Yes Yes
1987 100 46,500 465.0 4
1 Old Ranch Road, Carmel, California Yes Yes
Bernardus Lodge & Spa 1999 73 20,781 284.7 1
Yes Yes
415 West Carmel Valley Road, Carmel Valley, California 1992 39 850 21.8 1
Post Ranch Inn No Yes
1975 59 - 0.0 1
47900 Highway 1, Big Sur, California No Yes
Ventana Inn 1975 93 10,090 108.5 3
No Yes
48188 Highway 1, Big Sur, California 1913 142 4,945 34.8 3
Quail Lodge
1930 16 - 0.0 1
8205 Valley Greens Drive, Carmel, California
Hyatt Carmel Highlands 522 83,166 159.3

120 Highland Drive, Carmel, California
Stonepine Estate Resort

150 East Carmel Valley Road, Carmel Valley, California
Total/Average

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shared, distributed or reproduced without the express written consent of Hospitality Link International, Inc.

TOURISM After agriculture, tourism is the next major industry in Monterey County. Monterey County has a $2.7
Industry billion tourism industry with most visitors coming from the San Francisco Bay Area, the Central Valley,
and Los Angeles.

METHOD OF ARRIVAL IN MONTEREY Factors in destination
COUNTY decision

2%
19%

Restaurants,
food culture

Scenic beauty
79%

25% of guests Weather

travelled with

75% of guests children Overall ambiance
repeat visitors & atmosphere
Source: Monterey County Convention & Visitors Bureau

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TECHNICAL
FEASIBILITY STUDIES

Autos Emergency Vehicular
Service / Guest Carts Access

N 100 200
0

P R O J E C T Project Miller T I T L E Technical Designs D A T E 01 27 2017
Greenfield, CA & Data
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Proposed Wells
Existing Wells

Storage and Booster Pump

N 100 200
0

P R O J E C T Project Miller T I T L E Technical Designs D A T E 01 27 2017
Greenfield, CA & Data
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