A couple of idea to help them grow their brand:

1) No resort fees (currently $50)

2) Free parking for all who visit (currently $18)

3) free shuttle bus to and from airport for ALL guests

These are "little things" but easy to implement and it would set them apart from most of the herd.

Or, if not them then perhaps another property, perhaps focus on Spanish speaking people by having only bi-lingual staff and Spanish-Amecian attractions / offerings.