CLUB MED TARGETS TEENS

Teens aged 14 to 17 may be the hardest market to please, but Club Med thinks it's found the way. Last month, Club Med Punta Cana in the Dominican Republic unveiled The Ramp, a two-story, open-air teen lounge that caters to many interests of those in the age group.

The facility was developed in collaboration with Coca-Cola and designed by Studio Red at Rockwell Group. Components of The Ramp include a skateboard and rollerblading ramp, a giant built-in hammock and two benches with telescopes for stargazing. An open-air lounge features a stainless-steel self-serve soda fountain stocked with Coke products (of course) and flavored syrups. In the lounge, teens can play foosball, read magazines or play tunes from a jukebox.

At check-in, teen guests receive a welcome packet with a combination to a personal mailbox they can check daily for updates about The Ramp. With the welcome packet, the teens receive red cloth bracelets that grant them access to the facility.

“The teen market is one of the hardest to ‘wow’ and is the most fickle, especially on vacation,” says Club Med Americas President & CEO John Vanderslice. “We were able to benefit from Coke's extensive knowledge of the difficult-to-reach teen market as well as Rockwell Group's innovative design sense. Combined with our own research, we were able to create a space that answers teens' needs. And a happy teen on vacation makes for a happy family.”

Club Med plans to expand The Ramp concept to its other family-oriented properties in Ixtapa and Sandpiper, FL.

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