Avenjúcar

AVENJÚCAR is a small rural tourism business that offers rustic accommodation, traditional cuisine and activities of leisure, free time and multi-adventure. It is located in a privileged place with a very rugged landscape that runs between the canyons of two rivers, of extraordinary natural beauty. The activity began with a small boathouse, with a fireplace and a kitchen, but the attractiveness of the location and the good reputation of Alberto, the founder, permitted to increase the number of services offered. Alberto was a visionary and pioneer in introducing these tourist services in the area, traditionally dedicated to rainfed agriculture and cattle ranching. The key of his success is the customer orientation since the employees take care of details, with personalized treatment, which makes his customers feel very well, able to enjoy the natural environment. The activities are organized in small groups so the relationships with clients are more direct and personalized. The food services are also carefully prepared, with homemade pastries and cakes, using traditional recipes and local ingredients. The main feature of Avenjúcar is that it has integrated its leisure, free time and adventure services with those of catering and accommodation in such a way that 80% of its income derives from the sale of packages that include all three services, which generates synergies for the business. Alberto has no children but would like his business to have continuity with a person who shares and assumes his business model, in which the most important thing is sustainable contact with nature. A nephew is the only family member that works part-time for the business. Alberto plans to transfer the business in 2029, but the very personal way of feeling the business could impact on its continuity. The business model contemplates sustainability and seeks to preserve the surrounding natural environment. Finding a person with the same profile who is willing to take over the business is a challenge today.

This case was prepared by Juan J. Jiménez and Gabriela Lagos, from UCLM (Spain), as a partial output of the Artisan Project. No part of this publication can be reproduced, stored in a retrieval system, used in spreadsheet or transmitted in any form or by any means without permission of either the author.

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