Pala Mesa Resort poised to compete for business

By:ERICA WARREN - Staff Writer | Tuesday, August 12, 2003 6:25 AM PDT ∞

FALLBROOK ---- The golf-focused Pala Mesa Resort is seeking to become an all-inclusive resort and is proposing a $12-million expansion plan.

The expansion would allow the resort on Old Highway 395 to better compete with the Pala Indian Casino and its new hotel, project representatives said Monday.

"Because they aren't an Indian casino, they're struggling," project architect Ron Wylie said about the resort during a presentation Monday on the expansion proposal.

Members of the land-use subcommittee of the Fallbrook Community Planning Group attended the briefing and toured the site Monday. The planning group is an elected body that rules on land-use applications in the Fallbrook area.

Stiff competition and aftershocks from a sour tourism market following the Sept. 11, 2001 terrorist attacks prompted resort owner Chesapeake Hotel Group of Annapolis, Md., to design expansion plans, project representatives said.

The resort's 18-hole golf course put Pala Mesa on the map of destination places for golfer, and it now plays host to 45,000 rounds each year. Membership has remained steady at 54, with each member paying an initiation fee of $5,000 to $7,000 and $185 to $300 in monthly dues.

The proposed new attractions ---- a spa, a new clubhouse and 227 more hotel rooms, suites and time-share units ---- could make the resort's appeal more far-reaching, resort representative Bashar Wali told planning group members.

"The hotel industry is not in great shape," Wali said. "Would I build 100 more rooms now? Absolutely not. I can't fill what I have. But, we want to be an all-inclusive resort and have these future plans. We want to be able to offer something different than Pala Casino."

All those additions would mean more resort traffic and the need for a larger parking area, said subcommittee chairman Harry Christiansen.

"It's full here all the time," he said, looking at an aerial map of the resort. "I don't know how you figure how much parking you need when you have multiple uses and you're adding 100 rooms."

And the proposed project would build two three-story buildings ---- a no-no in Fallbrook.

"I'm not enthralled with three-story buildings out there," said planning group member Mary Jane Pfiel. Christiansen told the project proponents that three-story buildings are not allowed in the current Fallbrook community development plan.

The resort wants not only to compete with the casino and its hotel, but also another well-known wedding venue near downtown Fallbrook ---- The Grand Tradition.

"Don McDougal (co-owner) has done a great job putting Fallbrook on the map," Wylie said. "People come from Iowa to get married there. If we give these people the proper vehicle, they could do the same here."

Two other subcommittee members indicated they will support for the expansion.

"Either its going to be left the way it is, limping along, or it can grow economically," Carolyn Major said. "This is the only way to do it."

Bill Bopf said he was "inclined" to support the entire proposal, three-story buildings and all.

"I think it's a good project and it would enhance Fallbrook," he said.

The proposal comes before the full 15-member planning group for public review at 7 p.m. Monday at Live Oak School, 1978 Reche Road.

Contact staff writer Erica Warren at (760) 728-5511 or ewarren@nctimes.com

8/12/03