CASE STUDIES: Hospitality Management

Enchantment Resort and Mii Amo Spa


The Project

A world-class destination resort located in Sedona, Arizona, the 70-acre Enchantment Resort combines the rugged grandeur of the Southwest landscape with equal parts luxury and Native American culture.

The resort offers superb hotel accommodations (218 keys), over 13,000 square feet of conference space with an additional 20,000 square feet of outdoor function space, the 24,000 square foot Mii amo destination spa with an additional 16 keys, a variety of on-site dining options, and golf at Seven Canyons.

Since opening in 1987, Enchantment Resort has consistently earned the travel industry’s most prestigious awards and accolades due to disciplined management by Enchantment Group, an industry leader in hotel and spa development and management that is now Dundee 360’s full-service hospitality management group.

The Challenge

Tourism is a fiercely competitive global industry, with new products and destinations emerging daily to compete for domestic and international travel dollars. For Enchantment Resort to maintain and grow its market position, it was essential for new ideas to be pioneered and precisely executed.

One of the first to introduce a destination spa within a world-class resort, Enchantment Group was tasked with developing a unique identity for each entity while creating a successful, symbiotic relationship between the two in order to propel both above their competitors. At the time, spa facilities were fast becoming a necessity for resort hotels, however, the concept of a destination spa with an independent identity located within a resort where guests shared access and helped support the spa had yet to be matched in the industry.

The Approach

In order to compete for global visitor dollars and to ensure operational efficiency and profitability, Enchantment Group has made strategic investments and guest-centric changes to continually improve Enchantment Resort over the years.

In January 2001, Enchantment Group introduced Mii amo, a 24,000-square-foot destination spa with 16 guest rooms and suites, 20 treatment rooms, indoor and outdoor pools, an exercise room, movement studio, library, cafe, demonstration kitchen, and outdoor areas. The extensive spa program works within a system of two designated arrival/departure days and three-, four-, and seven-night all- inclusive packages (“Journeys”) which provide custom-designed itineraries for each guest prior to arrival.

Over the years, other key changes have been made, including the addition of meeting space, expansion of back-of-house facilities and the addition of 60 guestrooms. The creation and implementation of an extensive experiential activities program helped increase length of stay.

More recently, extensive property renovations were completed at Enchantment Resort in 2012. The $25 million transformation touched every aspect of the resort and garnered industry and guest accolades. The project included refurbishment of all 218 guestrooms, an expansion of the resort’s Meeting Village and the transformation of the Clubhouse, resulting in expanded retail space, additional outdoor seating areas, new resort restaurants and entertaining options specifically tailored to the resort’s stunning location and eclectic clientele. The expansion of the Clubhouse pool is an engineering marvel: in addition to expanding the pool to three times its original size, the entire pool level was raised by ten feet in order to achieve a 360-degree view of the canyon from the water.