www.leisuremanagement.co.uk
ISSUE 1 2012 VOLUME 32 NUMBER 1
SANDIE DAWE on VisitBritain’s £127m BIG AMBITIONS marketing campaign KICKSTARTER THE CREATIVE CROWD-FUNDING DOT.COM KICKING UP A STORM IN THE US
Service with style Latest trends in boutique hotels
SKATEBOARDING How to plan a successful park
ECO PIONEERS The Marlowe HIGH LINE KENT’S NEW SHOW-STOPPING New York’s 1930s rail £26M THEATRE structure that became miles of green space
leisure-kit.net offi cial magazine Read Leisure Management online leisuremanagement.co.uk/digital LEISURE TOURISM HEALTH & FITNESS SPA SPORT ATTRACTIONS HOSPITALITY work with us
Capita Symonds is interested in meeting with individuals or companies that would like to talk about collaborating on sport and leisure projects. Call us if you want to share ideas and develop joint opportunities.
Our services include:
leisure management options appraisals & procurement business planning & economic appraisal facility feasibility funding & finance major event feasibility
contact us: Tom Pinnington 07747 007053 [email protected]
www.capitasymonds.co.uk/sportandleisure
successful people, projects and performance EDITOR’S LETTER
Email: contact’s full name @leisuremedia.com SUBSCRIPTIONS SPORTS PARTICIPATION Denise Gildea +44 (0)1462 471930 he UK govern- [email protected] ment won the 2012 We can take some comfort CIRCULATION MANAGER Olympic bid for Michael Emmerson from the fact that no London off the back +44 (0)1462 471932 Olympics has led to Tof two promises – to increase EDITOR sports participation and to increased participation, Liz Terry +44 (0)1462 431385 regenerate East London. but we’d really aimed to MANAGING EDITOR So far, regeneration work do better and it’s to be Julie Cramer has progressed magnifi cently, hoped the people in charge +44 (0)1462 471918 but increasing participation is will continue to strive for CONTRIBUTORS proving a thornier challenge. Kate Cracknell Sport England was given the a positive way forward +44 (0)1462 471906 job of using increased funding Kathleen Whyman to prod the nation into action +44 (0)1462 471918 and its chosen strategy was to channel half of school sports – although not directly part MANAGING EDITOR/NEWS this through sports governing bodies. The big of the current equation (Sport England is Tom Walker proviso was that they’d only get the money only responsible for community sports par- +44 (0)1462 471934 ASSISTANT EDITOR/NEWS if they got the results, with the impact being ticipation) must still have an impact on Pete Hayman monitored through the Active People survey, general awareness and enthusiasm for sport. +44 (0)1462 471938 which is carried out by Ipsos MORI. Provision must be a continuum for all life LEISURE-KIT.NET The latest survey reveals ‘disappointing’ stages if we are to keep people engaged. Martin Nash results, showing that while participation has You have to ask whether channelling funding +44 (0)1462 471927 grown in some sports and social groups, over- through voluntary organisations and putting PUBLISHER all, the hoped-for growth hasn’t materialised. bureaucrats in charge of it is ever going to be John Challinor Two groups in particular – women and teen- the best way to drive money to the grassroots +44 (0)1582 607970 agers – have seen a fall in participation and – especially if the bureaucrats must strive for DISPLAY ADVERTISING many governing bodies have performed poorly, provable outcomes and many voluntary sports Julie Badrick with some losing funding as a result. bodies have no expertise in working this way. +44 (0)1462 4719019 The fact that these two groups have also We can take some comfort from the fact David Hunt just topped the unemployment table shows that no Olympics has led to increased partici- +44 (0)1462 471902 Astrid Ros that they’re under pressure in many key areas pation, but we’d really aimed to do better and +44 (0)1462 471911 and need extra support to stay engaged. with the impetus provided by the Games, it’s Jan Williams The challenge of driving funding to the grass- to be hoped the people in charge will continue +44 (0)1462 471909 roots of sport and seeing it make a measurable to strive for a positive way forward. ADVERTISING ARTWORK difference to participation is one that has The role of sport and physical activity in the Ed Gallagher haunted sports administrators for decades and health of the nation has never been more criti- +44 (0)1905 20198 we still don’t seem to have the infrastructure in cal – if there was a drug which could bring the DESIGN place to deliver either excellent value for money health benefi ts associated with exercise, it Andy Bundy or enduring change in this area. would defi nitely be the top selling product ever. +44 (0)1462 471924 The weakening of the county sports part- INTERNET nerships – one of our best bets for increasing Liz Terry, Editor Twitter @elizterry Dean Fox +44 (0)1462 471900 participation – further diminishes the likeli- Read leisure management online: Emma Harris hood of success, while the winding down of www.leisuremanagement.co.uk/digital +44 (0)1462 431385 Tim Nash +44 (0)1462 471917 The Leisure Michael Paramore Media Company +44 (0)1462 471926 publishes: FINANCIAL CONTROL Sue Davis +44 (0)1395 519398 CONTACT US: Leisure Management works in partnership with FINANCIAL ADMIN The Leisure Media Company Ltd, Portmill House, Denise Gildea Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK +44 (0)1462 471930 CREDIT CONTROL Rebekah Scott SUBSCRIPTIONS: [email protected] +44 (0)1462 431385 Tel: +44 (0)1462 471930 Fax: +44 (0)1462 433909
ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 3 CONTENTS
IN THIS ISSUE...
Interview: VisitBritain’s Sandie Dawe, p28 New heights: The High Line brings green space and community together in Manhattan, p32
Global trends: How is physical activity being tackled worldwide? p60 S&P Architects talk about innovation at The Pods leisure centre, p26
Leisure Management news 26 architect’s focus 36 service with style 6 World Leisure s&p architects From upmarket dining off ers to budget 8 Hospitality Architect Ron Wallwork explains why chic, the world of boutique hotels is 10 Sport The Pods in Scunthorpe represents a evolving. Cristina Balekjian presents 11 Commercial new departure in leisure centre design the latest market data and emerging 12 Health and Fitness trends in the sector 14 Attractions 28 interview 16 Public Sector sandie dawe 42 keeping in the swim 17 Parks As the UK gets set to enter the As swimming’s popularity looks set 18 Spa international spotlight in 2012, the to grow with the advent of London chief executive of VisitBritain talks 2012, a report looks at the current UK 20 hotseat to Kath Hudson about plans for an swimming pool stock and considers geraldine howard unprecedented marketing campaign the potential for growth & ian richardson The co-founder of Aromatherapy 32 eco pioneers 46 big ambitions Associates and her business investor high society kicking up a storm talk to Julie Cramer about their plans The NY High Line is a remarkable tale New York-based dot.com Kickstarter of how a disused rail line was saved is the world’s largest crowd-funding 24 design news and turned it into a hugely successful platform for creative projects, with Disney’s first beach resort in Hawaii and community space. One of the men who over US$2m pledged weekly. Rhianon Chester Zoo’s newly-styled eateries made it happen talks to Julie Cramer Howells finds out more
4 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 ISSUE 1 2012
How to plan a successful skatepark, p56 The New York-based dot.com Kickstarter is helping to turn creative dreams into reality, p46
From high end to budget: Boutique hotels are adapting, p36 The team behind the new Marlowe Theatre describe the project, p50
50 top team 64 senior’s solutions READER SERVICES a modern Canterbury tale Grahame Senior considers how leisure Digital magazine Three key players in the development operators can beat the competition Read Leisure Management online of The Marlowe – Kent’s impressive leisuremanagement.co.uk/digital new theatre venue – talk to Julie 66 what’s hot Cramer about their roles in the project The latest hot drinks products News & jobs For jobs and news visit the 55 acr show 2012 69 taking a stand against crime Leisure Management website at A new exhibition for the air conditoning CLOA’s Matt Partridge talks about www.leisuremanagement.co.uk and refrigeration industries the role leisure and sport can play in Attention buyers! confronting anti-social behaviour Use our product search engine to find 56 all on board 70 suppliers and get innovation updates With the right backing, skateparks can sales tactics www.leisure-kit.net be an asset in any community, helping A round-up of recent technology to reduce crime and encourage physical installations at leisure sites Subscribe: activity. Joseph Haines reports Sign up for Leisure Management at 72 leisure directory leisuremanagement.co.uk/subs 60 global activity or call: +44 (0)1462 471915 A report on the global fitness market 74 batting for the future Buyers’ guide: gives an insight into international club Can a new urban version of cricket For suppliers of products and services performances. Kristen Walsh reports revive the sport, asks Tom Pinnington in the leisure markets, turn to p104
ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 5 World leisure news
E\nC\?Xmi\jkX[`ld @?IJ8kfj\Zli\n\cce\jjgc\[^\j kffg\ee\okp\Xi A new 25,000-seat stadium, which will IHRSA is urging America’s become the home of Le Havre Athletic business leaders to become Club Football Association at the entrance personally involved in leading to the northern French city, is due to be the US to wellness by taking completed next summer. the CEO Pledge, a key com- KSS Group and Paris-based Société de ponent of the United States’ Conception d’Architecture et d’Urbanism fi rst ever National Physical (SCAU) led the design of the EUR90m Activity Plan. (£77.5m, US$120.7m) Grand Stade du Havre The plan is a compre- development. Vinci Construction and hensive set of policies, Communauté de l’agglomération Havraise programmes and initiatives are delivering the new stadium, which will aimed at increasing physical boast a pixelated EFTE shell. activity in all segments of the US population, with the goal of improving health, prevent- Plans will off er more physical activity opportunities in the workplace ing disease and disability, and enhancing quality of life. crises,” says Joe Moore, president and CEO of CEOs who take the pledge vow to improve IHRSA. “With most working adults spending employee health and wellness by creating roughly half their waking hours at their job on opportunities and resources for physical activ- the days that they work, it is incumbent on ity before, during or aft er the workday. business and industry leaders to become part “Th e CEO Pledge makes it clear that busi- of the solution. By promoting physical activity ness leaders have an infl uential role to play in and healthy lifestyles in the workplace, CEOs addressing our country’s health and healthcare help their company’s bottom line.”
Nick Coutts, founder of budget chain Fitness Hut =`ke\jj?lkfg\ejÔijkZclY E`ek_JXl[`i\jfik]fiDm\eg`Zb^iflg `eC`jYfe#Gfikl^Xc Luxury resort operator Budget gym operator Fitness Hut, founded Mövenpick has launched the by industry veteran Nick Coutts, recently Beach Resort Al Khobar in opened its fi rst site in Lisbon. eastern Saudi Arabia. Th e new club - the fi rst of three sites Th e resort is the ninth hotel planned to open before the end of January to be opened by Mövenpick 2012 - has been equipped by Star Trac. Hotels & Resorts in Saudi Equipment includes the E Series CV Arabia and off ers 36 three- range, HumanSport cable-based strength bedroom duplex villas equipment complemented by Inspiration - including two Royal Villas Strength machines, and a dedicated Spin each with a spacious majlis - studio. According to Nick Coutts, Fitness a spa and fi tness centre, two Hut plans to open between six and 10 sites restaurants, a free-form swim- a year. ming pool and private beach. Th e resorts Retreat Wellness Th e resort’s outdoor pool is part of a strategy to attract families Center & Spa features sepa- :Xjk`ccf>iXe[n`ej rate treatment rooms for men and women and Th e resort will be marketed primarily as LJ++dJ_\iXkfeZXj\ off ers a range of beauty treatments, massages, a family resort, with children-specifi c facili- aromatherapy and refl exology. ties such as a separate private pool area and New York, US-based Pryor Cashman LLP Facilities include a sauna, steam rooms, a a supervised Kids Club. Th e opening is part has confi rmed its client, Castillo Grand, fi tness area with modern gym equipment and of Mövenpick’s ambitious roll out plan which has been awarded US$44m (£28.1m, serene relaxation areas. currently includes 30 properties. EUR32.9m) in its legal case against Sheraton Operating Corp. The New York State Supreme Court DXii`fkk@ek\ieXk`feXcjg`ejf]]e\nYlj`e\jj found Sheraton - part of Starwood Hotels and Resorts - breached a contract with the Marriott Vacations Worldwide (MVW) has on 21 November marked the start of regu- owner and developer of the former St Regis confi rmed it has commenced trading as a pub- lar way trading for the newly-independent Hotels and Resorts. Castillo Grand’s claim lic “pure-play” timeshare ownership company business. focused on a lack of “St Regis-style” in the aft er being spun off by Marriott International. Th e company will have exclusive rights to the design and construction of a new property A one-for-10 distribution of MVW shares to Marriott and Ritz-Carlton brands and is set to on Fort Lauderdale’s Gold Coast, which existing Marriott International shareholders capitalise on “new business opportunities”.
6 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 World leisure news
JgX=`e[\ii\gfik1`eefmXk`fe`jYXZb A\]]Bf_cXggf`ek\[ :FFf]I\[;ffiJgXj Healthy feet treatments, cold Red Door Spas has appointed Jeff Kohl as and ice therapies and online its new chief operating offi cer and senior gaming are among the top spa vice president. Kohl will direct all Red Door themes for 2012, according to Spa operations globally, including strategic the ninth annual trends fore- partnership development and management cast by global spa and wellness of the company’s 31 full-service spa and resource SpaFinder. salon properties and 1,500 spa associates. Charting the year ahead, He’ll report directly to Todd Walter, CEO the report also predicts that of Red Door Spa Holdings. health coaching at spas will Kohl currently serves as a director of become more popular while the International Spa Association (ISPA) there will also be consolida- and is also the president of the ISPA tion between hotels’ spa and Th e report has been developed by Susie Ellis, president of SpaFinder Foundation. gastronomic off erings and an
increase in “spa, wine and dine” packages. Ellis said: “Aft er four tough years that made IMAGE: C. F. MØLLER I BERG ARKITEKTKONTOR Among the trends for 2012 are feet treatments; experimentation challenging, we’re seeing the cold and ice treatments; online wellness gaming; industry once again innovating.” vibration therapies and spa becoming a “fam- We see two distinct themes – the industry ily aff air”. Th e Spa Trend Report is developed innovating with diverse, new sensory expe- under the direction of SpaFinder president Susie riences and treatments, such as cold and Ellis, a founding board member of Th e Global vibration therapies. Spas are also re-imagining Spa Summit. Ellis is credited with forecasting and extending their connection to customers, numerous industry “mega-trends” that have moving beyond the sporadic visit.” To read the taken hold in spas around the world. full press release, go to: http://lei.sr?a=Y8a6f Th e ski park is set to cost up to £190m NXck;`je\pNfic[jgfikjgcXejXeefleZ\[ @e[ffijb`gXibgifgfj\[ ]fiJn\[`j_kfne Plans have been announced for an expansion playing fi elds on the north side of the venue for of the ESPN Wide World of Sports Complex football, soccer, lacrosse and fi eld hockey. Plans have been announced for the con- at Walt Disney World in Lake Buena Vista, Th e scheme will take the total number of struction of a new 70,000sq m (753,474sq ft ) Florida, US, over the coming months. pitches at the complex to more than 30, with indoor skiing attraction in Bålsta, Sweden, Due for completion in early 2012, the project digital video boards, lighting and scoreboards, which will become one of the country’s tall- will include the addition of four multi-purpose and audio systems to be installed. est buildings. Designs for the new Skipark 360º complex have been drawn up by Berg Arkitektkontor, the Swedish branch of E\njkl[pflkc`e\jY\e\Ôkjf]dXjjX^\ Aarhus, Denmark-based C F Møller Architects. Work on the scheme, which is Massage can - and should - be set to cost around SEK1.5-2bn (£142-190m, used to treat a number of ail- EUR166-221m, US$227-302m), is expected ments, according to a study to commence in late 2013 or early 2014. compiled by a joint team from RMIT University and the Australian Association of ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 7 Hospitality news >fm\ied\ekYXZbj `e[ljkipËj)'%()[`jZflek ?`ckfei\m\XcjafYZi\Xk`fegcXe Culture secretary Jeremy Hunt has backed a Hilton Worldwide is planning new 20.12 per cent discount scheme among to create more than 8,500 new hotels and B&Bs which aims to increase jobs across Europe by 2014, domestic tourism within the UK. with the UK named among a A dozen or so holiday brands - includ- number of key growth mar- ing Bourne Leisure, Superbreaks and kets poised to benefi t most. Hoseasons - have signed up to the initia- Th e operator has more than tive, which is due to be launched early next 110 properties under develop- year. Th e 20.12 per cent discount initiative ment across the continent and will be launched next year by VisitEngland has confi rmed it is looking to as part of a campaign to use the Games to focus on strategic areas such boost domestic tourism. as the UK, Poland, Russia, Turkey and Germany. Forthcoming new openings scheduled for the UK include DoubleTree by Hilton Lincoln Hilton Worldwide named the UK as one of its strategic growth markets (Q4 2011) and two hotels at the Football Association’s new St George’s Park over the coming three years, such as the Hilton project in Burton-upon-Trent (Q3 2012). Garden Inn Krasnodar (Q2 2012). Around 1,500 new opportunities will be Hilton Worldwide’s Ben Bengougam said: established in the UK with 20 properties open- “We are seeking passionate people interested in ing, with a further 1,900 jobs secured through hospitality careers with a range of experiences 10 conversion projects. Elsewhere in Europe, as well as transferable skills from backgrounds there are more than 25 hotels to open in Russia outside the hospitality industry.” Hotels outside London are recovering slower I\^`feXc_fk\cj`dgXZk\[ K_\:lY\fg\ej`k[ffij`e9`id`e^_Xd Ypjcfn^ifnk_ PricewaterhouseCoopers (PwC) has raised A new 52-bedroom Hotel concerns that slow economic growth in the Indigo and Marco Pierre UK will “further compound the diffi culties” White eatery spanning a for regional hoteliers heading into 2012. 1,319sq m (14,198sq ft) have In a “rule of thumb” analysis undertaken opened as part of Th e Cube, a by PwC, it has been suggested every per- £13m development located in centage point fall in gross domestic product the heart of Birmingham. (GDP) will lead to a similar drop in occu- Sanguine Hospitality is pancy rates. behind the flagship scheme However, next year’s Olympic Games, and will operate the new res- Diamond Jubilee and Farnborough Air taurant and hotel, with the Show could off set some of the impact of 25-storey building designed slow growth for those “in the right place to provide a “stunning addi- at the right time”. tion” to the city skyline. Located on the 25th fl oor, Th e Marco Pierre White eatery is located on the 25th fl oor of the venue the 300-seat Marco Pierre Jlim\p19i`kfejZfek`el\ White Steakhouse Bar and Grill off ers pan- Sanguine Hospitality managing director Nick kf\XkXe[[i`ebflk oramic views of Birmingham and an open-air Taplin said: “I was astounded to discover that terrace, as well as a private lounge. Th e top fl oor Birmingham did not already have a sky bar or New research carried out by Deloitte and of Th e Cube also houses a Laurent Perrier’s fi rst rooft op restaurant, given the range of magnif- BDRC Continental has found that UK con- UK champagne bar, with Hotel Indigo occupy- icent buildings in the city. We have defi nitely sumers are continuing to eat and drink ing the 23rd and 24th fl oors. redressed this now.” out, despite ongoing concerns surround- ing the economy. According to the Taste of the Nation survey, the number of adults E\naf`ekjZ_\d\j]fiKiXm\cf[^\Xe[NX`kifj\ going out to eat or drink at pubs, restau- rants or other venues increased by 12 per Low-cost hotel chain Travelodge has confi rmed London, and represent an investment of £27m, cent over the last six months. that it is currently working on three mixed-use with a further 25 other sites being explored. Th e growth has been fuelled by the 18-to- developments across England in partnership Travelodge chief executive officer Guy 34-year-old group and “frequent users” who with supermarket group Waitrose. Parsons said: “Having a Travelodge and go out at least twice a week, which mainly Th e new schemes are located in Aylesbury, Waitrose on site off ers an attractive proposition comprises males going out for a drink. Buckinghamshire; Sidcup; and Vauxhall, for consumers, developers and investors.” 8 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Sports news Kiljk`em\jkj,)d`e GXik`Z`gXk`fe]Xccj`edXafijgfikj ^iXjjiffkjZi`Zb\k The England and Wales Cricket Board Latest participation fi gures (ECB) has revealed that the England and from Sport England have Wales Cricket Trust invested more than uncovered a decrease in the £52m in capital grassroots projects during number of 16- to 19-year olds the last fi nancial year. who are taking part in “major IMAGE: LARIO TUS/SHUTTERSTOCK.COM The trust, in conjunction with Sport sports” such as football, ten- England, directly invested more than nis and swimming. £11.6m during the period, with more than Concerns have also been £40m of partnership funding helping to raised over a decline in par- benefi t nearly 700 projects located across ticipation among women, the country. although there has been an overall increase in the num- ber of adults playing sport at least once a week. The research is based on telephone interviews with Football was among the sports to experience a fall in participation IMAGE: DAVID POULTNEY/LOCOG 166,000 adults aged 16 and over living in England between October 2010 Speaking to Leisure Management, Sport and October 2011, which were carried out by England chief executive Jennie Price said: “Th e TNS-BRMB. results show that we need to work harder with For those who were not playing sport as young people, given the fall in participation.” oft en as they were, nearly a third said it was Price also defended the approach to give due to a lack of time through work commit- NGB’s contol of funding to raise participa- ments or economic factors such as cost. tion in their given sport. Two clubs challenged the OPLC’s bidding process FGC:ËjjkX[`ldc\^Xc :_\cj\X\p\`e^9Xkk\ij\XjkX[`lddfm\ Zfjkji\m\Xc\[ Chelsea Football Club (CFC) The Olympic Park Legacy Company is looking into the possibility (OPLC) has spent £1.05m defending legal of developing a new stadium claims from two football clubs over the at the Battersea Power Station future of London’s Olympic Stadium. site, which has laid derelict Th e Telegraph reported the cost of solic- since the early 1980s. itors fees and barristers in relation to the It follows the recent news judicial review claims by both Tottenham that CFC had failed in a bid Hotspur and Leyton Orient football clubs to acquire the freehold land was more than those from the initial bid on which its existing Stamford process. Th e paper said the fi gure had been Bridge venue is located from released aft er a Freedom of Information Chelsea Pitch Owners. request, which was confi rmed to Leisure Th e Premier League club Opportunities by a spokesperson. has made no decision on whether to leave its current ground, but is aiming to take Th e club hasn’t yet decided to leave its current Stamford Bridge ground D::Xggifm\ji\m`j\[ advantage of the Battersea site Cfi[ËjgifgfjXcj if it is seen as a viable option. spokesperson said there had been talks in the According to reports, Almacantar chief past, adding that “in light of current develop- Marylebone Cricket Club (MCC) has executive Mike Hussey has been appointed as ments we now think it prudent to look again announced that it has decided to puruse development partner, while Kohn Pedersen at the feasibility and potential for the site to a “stand-by-stand” redevelopment of the Fox will draw up plans for the site. A CFC be developed for a football stadium.” iconic Lord’s cricket ground in London. Earlier this year, discussions began with property group Almacantar with a view to I=Li\gfikjÊi\Zfi[Ë^iflgi\m\el\j a £400m redevelopment to include a res- idential element at the Nursery End of Th e Rugby Football Union (RFU) has posted driven” by the match programme in addition the ground. However, the MCC has now “record” group revenues of £136.3m for the to increases in “most other” income streams. agreed to “focus on” a phased overhaul of year ending 30 June 2011, following an increase Marriott Hotel Twickenham and the Virgin the venue, which it said is likely to start of £24.3m on the previous 12 months. Active Classic Health Club, which are both with the rebuilding of the Tavern and Allen According to the national governing body sited at London’s Twickenham Stadium, saw stands at the Pavilion End. for rugby union, the growth was “largely revenues grow by £2.3m to £.8.7m in 2010-11. 10 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Commercial news =`ijkk\eXekj]fi,'d Gn:glYc`j_\j^Xd`e^XeXcpj`j C\`jli\[fd\i\m\Xc\[ Asia Pacifi c will be the “growth A number of leisure operators have been machine” for the global casino confi rmed among the fi rst tenants to sign and online gaming market in up to the new £50m Leisuredome develop- the next fi ve years, according ment in Weston-super-Mare, Somerset. to PricewaterhouseCoopers’ Local businessmen Mark and Clive (PwC) latest analysis. Hamilton-Davies are behind the leisure Casino and Online Gaming scheme, which received the green light Global Outlook has pre- from the communities secretary, Eric dicted there will be a 9.2 per Pickles, in September. cent revenue growth for the Newly-confi rmed tenants include Tiny online gaming sector across Tearawayz, which will provide a simulated the US; Europe, Middle East ice rink, a laser game, an activity zone and and Africa; Asia Pacifi c; Latin YURI/SHUTTERSTOCK.COM BERSHADSKY IMAGE: a soft play area, as well as a crèche facility. America; and Canada. The UK was identified as Th e UK casino sector was among the few to post an increase in revenue one of the few countries to post an increase in revenues for 2010, with gam- opening of the eight large, and eight small, new ing machines accounting for more than US$3bn casinos permitted under the 2005 Act. (£1.9bn, €2.2bn). PricewaterhouseCoopers’ “However, with the current pressures on UK lead gaming partner David Trunkfi eld said: consumer spending, we forecast a decrease in “Looking ahead, growth in the UK over casino revenue in 2011 and a modest 0.6 per the period should also be supported by the cent advance in 2012.” 8jg\ijfg\eCfe[fejlg\iZXj`ef Aspers Group has opened the UK’s fi rst super Rank’s claims were upheld by the courts casino at London’s Westfi eld Stratford City. Facilities at the 65,000sq ft (6,000sq m) venue IXebn`ej seminars100 FRO and v presentationser Retail, hospitality & leisure innovations – all under one roof EE Retail Business Technology Expo and Cards & Payments Solutions is a definitive event for retail and hospitality organisations in the UK and mainland Europe looking for the right tools, solutions and advice to run their businesses even more effectively. It’s the ideal destination to find out more about the latest trends, innovations, challenges, and the solutions for this thriving industry. SCAN THE QR FREE REGISTRATION NOW OPEN AT www.retailbusinesstechnologyexpo.com CODE FOR FAST TRACK RETAIL BUSINESS TECHNOLOGY EXPO and CARDS & PAYMENTS SOLUTIONS – the UK and Europe’s leading solutions events REGISTRATION 13TH & 14THISSUE MARCH 1 2012 © cybertrek 2012, 2011EARLS COURT, LONDON Read Leisure Management online leisuremanagement.co.uk/digital 11 The Cards & Payments Community Health & Fitness news 9FFD:pZc\fg\ej `eJ_fi\[`kZ_ =@8eXd\je\nYfXi[d\dY\ij American model Hilary Gilbert has teamed New board members have up with British entrepreneur Robert been appointed to the Fitness Rowland to open a 2,500sq ft (230sq m) Industry Association (FIA) for purpose-built indoor cycling studio in a three-year period to 2015. London. Located in Shoreditch, BOOM! A total of 10 people have Cycle is the fi rst in what will be a chain been added to the board, all of of indoor cycling gyms in and around the whom will attend four board capital - and possibly the UK. meetings a year and be FIA BOOM! will off er clients the fl exibility ambassadors at FIA events of pay-per-class pricing rather than a fi xed and media opportunities. monthly membership. Th e average class fee Th e new members are: Scott will be £12.50, with discounts given for both Lloyd, David Lloyd Leisure; block and group bookings. Martin Long, LA Fitness; Malcolm McPhail, Stockport Sports Trust; John Oxley, David Lloyd Leisure’s Scott Lloyd is one of the new FIA board members Active Nation; and David Bibby, Sports and Leisure Management. increasing our influence on public health Pete Todd, Pontefract Leisure Club; Neil delivery, where we are partnering with some Mosley, Imperial College; Dave Pugh, St of the world’s biggest brands and a whole host Helen’s Council; James Preece, British Military of other equally profound and far reaching ini- Fitness; and Sue Anstiss, Promote PR have also tiatives, and of course the 2012 Games. been named as new FIA board members. “FIA board members have the unique FIA CEO David Stalker said: “Looking opportunity to make a valuable contribution ahead, we are faced with the prospect of to the future of our industry.” Facilities include a 90-station gym and 25m pool E\nZXjkc\ËjAlY`c\\) ;\e`j\C\n`jfg\ej;CCËj=Xie_Xd:clY Z\eki\fg\ejkfk_\glYc`Z David Lloyd Leisure’s (DLL) Th e new £10m Jubilee 2 leisure complex in new £12m sports and health Newcastle-under-Lyme, Staff ordshire, has club in Farnham, Surrey, has opened to the public. been opened by Olympic gold Facilities include a 25m, eight-lane medallist Denise Lewis. swimming pool; a 12m training pool with Facilities at the 6,000sq m moveable fl oor and aqua gym equipment; (64,583sq ft) venue include a 90-station fi tness suite; and a sauna area the group’s largest Amida with steamrooms and feature showers. Spa, which spans more than A 12m climbing wall; a 4m bouldering 1,000sq m (10,764sq ft ) and and traverse wall; and an interactive chil- has six treatment rooms. dren’s activity zone also form part of the Four relaxation rooms; a Wm Saunders Partnership-designed build- nail studio; a spa plunge pool; ing, built by NBC. a spray tanning salon; and steam experience rooms also form part of the spa, while an DLL’s Farnham club was opened by Olympic champion Denise Lewis El]Ô\c[i\m\Xcjd\dY\ijË outdoor area features sauna ?\Xck_DFK[XkX cabins and a hydro spa pool. Elsewhere, a 25m swimming pool and sep- A new agreement signed by DLL last month arate children’s pool; a 1,337sq m (14,391sq ft ) Data collected from members of Nuffi eld will see Aromatherapy Associates, Rodial and gym with cv and resistance machines; a 470sq Health clubs show that seven out of 10 have Alpha-H supply products for treatments and m (5,059sq ft ) DL Kids area; and a physiother- shown signifi cant increases in their overall therapies at Farnham’s Amida Spa. apy and osteopathy clinic are also available. health. Th e fi gures come from the opera- tor’s Health MOT initiative, launched in 2009, which is off ered to every new club G\e[c\]XZ`c`k`\j`ec`e\]fi`em\jkd\ek member at point of joining. Follow up tests are then conducted to ascertain the prog- Members of Pendle Borough Council’s exec- to be funded using windfall income from a ress of each member. utive have backed plans to invest £160,000 in successful claim for overpaid VAT. Managing director Laura Kerby said that a refurbishment and replacement programme If the investment is approved on at a meet- a total of 36,000 people have now com- for leisure facilities across the area. ing scheduled for 15 December, it is thought pleted a second MOT, giving a “strong body Full council has been urged to approve the work could commence in early 2012 and will of evidence” for the charity to analyse. proposal, with additional capital expenditure be undertaken on a phased basis. 12 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 IT ONLY TAKES 17.5 MINUTES TO ACQUIRE A NEW CUSTOMER. 17.5 minutes is one lap in the milon circuit and it is all it takes With over 2000 circuits, our unique technology is a proven to convince your customers of the benefits of our unique fast track to better training results. Training with milon is fun training systems: and highly motivating. • Easy to use thanks to the smart card technology To find out more about milon’s intelligent training systems • Fully automated equipment settings make and to test drive our systems call +44 (0) 800 0988 420. exercising 100% safe • More efficient due to electronically produced Are you ready for milon? resistance www.milon.com Attractions news EfFcpdg`Zi`e^j]fi JEG>fg\ejX]k\i(.%-di\mXdg <[`eYli^_:Xjkc\ Historic Scotland has announced that plans National Galleries Scotland to display the Olympic rings on the ram- has reopened the Scottish parts of Edinburgh Castle to mark the 2012 National Portrait Gallery aft er Games have been rejected. completing a £17.6m revamp A Historic Scotland spokesperson said: of Edinburgh attraction. “Following careful consideration it is clear Originally designed by Sir that the proposal would not be suitable for Robert Rowand Anderson, the successful operation of Scotland’s most the attraction was one of the popular heritage attraction. first purpose-built portrait “Th e Scottish Government will work galleries in the world when it with LOCOG and Th e City Edinburgh of opened its doors in 1889. Council to do what we can to assist with Work has been carried out the consideration of alternatives.” by BAM Construction to pro- vide new education facilities, IMAGE: RICHARD BRYANT/ARCAID.CO.UK including a multi-purpose teaching suite and a resource Th e Scottish National Portrait Gallery fi rst opened to the public in 1889 centre. Spaces that had been closed to the public have been opened up, revamped National Museum of Scotland as while there has also been an increase in exhi- a major attraction to open or benefi t from a bition space as part of the refurbishment. completed renovation this year. Meanwhile, displays at the Scottish National First Minister Alex Salmond said: “In a mat- Portrait Gallery are now based around broad ter of one year, we have seen some of our most ‘Key Areas’ and the attraction has joined the important treasure houses reinstated as world- new Robert Burns Birthplace Museum and leaders in their fi eld.” Collections are displayed under six main themes 8j_dfc\XeDlj\ld @e`k`Xcjlggfik]fiPfibdlj\ldjZ_\d\ cXleZ_\je\n^Xcc\i`\j York Museums Trust’s (YMT) Oxford’s Ashmolean Museum has unveiled plans for a £2.4m transforma- six new galleries for its Ancient Egypt and tion project at York Castle Nubia collections aft er a £5m revamp. Museum have been awarded The new facilities have been built by initial support by the Heritage the Oxford-based contractor, Beard, and Lottery Fund (HLF). designed by Rick Mather Architects to Th e trust has submitted an present the attraction’s extensive collec- application for a £1.3m grant tions under six broad themes. towards its plans, which will The themes are: Egypt at its Origins; lead to an overhaul of the Dynastic Egypt and Nubia; Life aft er Death upper levels of the Debtors’ in Ancient Egypt; the Armarna ‘Revolution; Prison area of the attraction. Egypt in the Age of Empires; and Egypt YMT has secured £73,000 meets Greece and Rome. of development funding in order to help it develop a bid for the full grant, with a deci- An exhibition to mark the centenary of the First World War is planned D\ic`ejki\e^k_\ej sion expected to be made by D`[nXpifccflkk\Xd the HLF in January 2013. If the application for a full grant is suc- Th e plans comprise a new fi ve-year exhibi- cessful, renovation work is to commence UK-based operator Merlin Entertainments tion to mark the centenary of the First World immediately at the museum and will result has created a new role within its Midway War, which will “change and refresh” for each in the upper two fl oors of the Debtors’ side of Operating Group in order to cater for an centenary between 2014 and 2018. the prison being shut for 12 months. accelerated roll out of new attractions. Scott Williamson, currently the global head of marketing for the Sea Life and E\n$cffbDlj\ldf]CXeZXj_`i\lem\`c\[ Dungeons attractions, has been appointed marketing director of Midway Openings. Th e Museum of Lancashire at Preston’s Quarter Lancashire Goes to War and Lancashire at Play. Williamson will be tasked with putting Sessions House has reopened following a £1.7m Disabled access was also improved. greater focus on new attractions during refurbishment and has revealed it will be off er- More than £900,000 was provided by the their opening months, before handing over ing free admission for the next 12 months. Heritage Lottery Fund, while £800,000 was responsibility to the respective regional A number of new interactive galleries invested by Lancashire County Council. Conlon operating and brand teams. have been added to the attraction, including Construction was the main contractor. 14 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 exerp.com ClubLead from eXerp, the technology platform for large health club chains, which has a 100% success rate is now, at long last, available in the UK. ClubLead is a comprehensive and easy to use platform currently supporting some of Europe’s biggest chains. It specialises in automating and streamlining your business processes, helping you grow and become more efficient. Find out more about ClubLead BY today at: exerp.com Public sector news F:CXe[C`eb+C`]\j\Zli\ E8F`e)'()>Xd\jZfjknXie`e^ e\njkiXk\^`ZXcc`XeZ\ Oldham Community Leisure (OCL) and The National Audit Office Link4Life have announced a new strategic (NAO) has warned there is alliance in a bid to deliver local leisure and a “real risk” that more public cultural services “more economically”. money may be needed to fund Th e deal will see the social enterprises the 2012 London Games. join forces to seek best value opportunities In its latest progress report, IMAGE: ANTHONY CHARLTON/ODA and identify where joint schemes can gen- the NAO found that nearly the erate savings and enhance eff ectiveness. entire £9.298bn budget will be Among the priority areas to be targeted required, with little scope to are health improvement; marketing; and cover any unforeseen costs. the procurement of central service con- Th e study welcomed “good tracts, such as cash collection, in addition progress” in almost all main to reciprocal gym membership. areas but identifi ed challenges relating to the provision of security and “some elements” of transport planning. Th e report said nearly the entire public sector budget will be needed NAO head Amyas Morse said: “Th e programme to deliver the venues fi nely balanced that there is a real risk more and infrastructure for the 2012 Games remains money will be needed.” on course, so it looks as if value for money will Th e publication of the NAO’s report came be achieved in this area. a day aft er a government report into prepara- “But, in my view, the likelihood that the tions for the 2012 Games said that the event Games can still be funded within the exist- in the summer will be delivered “on time and ing £9.3bn public sector funding package is so within budget”. Th e new Harborne facility is nearing completion ;:C\`jli\kfilee\n ;\glkpGDi\m\Xcj(YePflk_:fekiXZk 9`id`e^_Xdgffc Deputy Prime Minister Nick DC Leisure has been chosen by Birmingham Clegg has announced details City Council (BCC) to operate and manage of the government’s new Youth the city’s fi rst new public swimming pool Contract, a £1bn programme to be built for more than 20 years. that is designed to help young Th e £12.2m Harborne Pool and Fitness people into employment. Centre will remain under BCC ownership, Th e initiative, which will with facilities to include a 25m main pool; a launch next April, will cover a learner pool; and a 60-station adult gym. three-year period and includes An interactive children’s fi tness suite wage subsidies worth £2,275 and an aerobics and dance studio are also per year for employers who proposed as part of the facility, which is recruit 18-to-24-year-olds. scheduled to open on 3 January and is cur- It is hoped the programme rently £600,000 under budget. will help at least 410,000 young people into employ- ment, with a focus on getting Launching in April, the initiative will target out-of-work young people ;`jglk\fm\iJ_\]Ô\c[ the most “disengaged” 16- c\`jli\`em\jkd\ek and 17-year-olds into school or college. Extra what’s diff erent about it is it gets young people funding for apprenticeships and £50m to help in to proper, lasting jobs in the private sector. A Sheffi eld City councillor has criticised people “persistently” not in education, employ- But it’s a contract, a two-way street: if you sign a decision by the ruling administration to ment or training will also be available. up for the job, they’ll be no signing on for the reallocate some of the cash earmarked for a Clegg said: “This is a £1bn package and dole. You have to stick with it.” leisure centre revamp to other facilities. Stocksbridge Leisure Centre had been due to benefit from £300,000 worth of :89<kfY\]fidXccp[`jjfcm\[e\okp\Xi improvements, but £200,000 has now been reallocated to three other venues as well. Th e Commission for Architecture and the a statutory instrument and explanatory mem- Local councillor Jack Clarkson urged the Built Environment (CABE) is to be dissolved orandum at the Houses of Parliament. local authority to reverse the decision and next year, having being earmarked for closure CABE has already transferred design review to seek funding for the other three schemes in the 2010 Comprehensive Spending Review. activities to a Design Council subsidiary, with from other sources, but his motion was Subject to Parliamentary approval, dissolution Open City Architecture taking on its joint built rejected at a meeting held last month. will take place aft er minister John Penrose laid education scheme with English Heritage. 16 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Parks news :pZcfgXib[\m\cfgd\ek Fcpdg`ZGXibm`j`felem\`c\[ kfcXleZ_`eB\ek Concept designs put forward Cyclopark, a complex off ering facilities for by ten shortlisted teams for cycling, running and extreme sports, is the creation of “two new scheduled to open its doors near Gravesend, distinctive areas” in East Kent, in spring 2012. Kent County Council London have been unveiled is behind the scheme, which will be located by the Olympic Park Legacy in 43 hectares (106 acres) of landscaped Company (OPLC). parkland and is being delivered by civil Five teams are in the run- engineering fi rm VolkerFitzpatrick. ning to design a new public Th e new development, which will cost space to the south of the nearly £10m, will incorporate a 340m BMX Olympic Park, while fi ve more racetrack and a skate park, as well as a have been selected to draw up 2.9km (1.8-mile) circuit track for cycling proposals for a community and running. hub to the north. The visions are now on display at the OPLC’s offi ces An artist’s impression of one of the proposals for the future of the park until 9 December and at New London Architecture until early January. A Meanwhile, the second area to the north of winning design for each area will be revealed the park will be sited in the green river valley next month. and boast a visitor centre and a multi-purpose It is hoped the South Park space will create indoor space for community use a urban landscape similar to the South Bank OPLC CEO Andrew Altman said: “Plans and will incorporate a visitor centre, water fea- are more advanced than any previous host tures and play facilities. Olympic City.” Permanent walks are proposed for the park ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 17 Spa news E\n)djgXgcXee\[]fi 9liec\pjgfikjm\el\ JgXgcXee\[]fiEfkkj:fcc\^\ Crow Wood Leisure (CWL) has submit- A new 170sq m (1,830sq ft) ted plans for a new spa and wellness centre health spa is to be included at its Burnley sports and leisure complex, as part of a £11m complex to which is expected to cost around £2m. be built at Vision West Notts Th e new 20,000sq ft (1,858sq m) spa facil- (VWN) in Mansfi eld, aft er the ity at the Crow Wood centre will spread over plans were given the green two fl oors and comprise a dedicated lounge light by the local authority. and bar and a number of relaxation areas Mansfi eld District Council when complete. Barrowford-based Andrew backed the proposals, which Parker Architecture are working with CWL will lead to the creation of on the plans, while G McGuigan has been a new home for college stu- appointed as the main contractor. dents involved in hair, beauty An outdoor terrace with beach hut and and complementary therapy hot tub experience, two indoor pools, courses among others. including one hydrotherapy pool and an The spa will be operated outdoor salt water lagoon are also pro- by students as part of their Th e £11m complex is the latest development to be undertaken by VWN posed, with the spa due to open in 2013. vocational training and will Th e project marks a “major expansion” be sited next to hair and beauty salons, with feature; a spa pool; a Monsoon feature shower for Crow Wood, following the launch of facilities including three treatment rooms. and enclosure; heated loungers; and a foot spa the Soccer Burnley facility and a £1.5m One will be a large open-plan room off ering in order to off er the “very best facilities”. equestrian centre last year. CWL, which couch-based treatments, while the other two A VWN spokesperson said: “By opening also owns Th e Woodland Spa as part of its smaller rooms will off er the spa bed ‘Jouvence’ [the spa] up to the public, it will provide stu- business, expects the spa to attract custom- and Rasul mud bath treatment. Other facili- dents with real-life vocational experience that ers from a radius of 35 miles (56km). ties will include sauna; a steamroom; an ice prepares them for the world of work.” ?`ckfei\kX`cj`k\kfj\cc\]fi\Xgif[lZkj Hilton Hotels and Resorts’ (HHR) hiltontohome.com retail website is now off ering skincare and beauty products from its global spa concept, eforea: spa at Hilton. Peter Th omas Roth, Kerstin Th e hotel was formerly part of von Essen’s estate Florian, LI’TYA and VitaMan products, which are used <[\eXZhl`i\jK_\Dflek across Hilton’s eforea estate, Jfd\ij\k_fk\c went on sale to consumers through the retail website The Mount Somerset hotel in Lower last month. Henlade near Taunton, Somerset, has eforea: spa at Hilton was become the latest to be acquired out of the first launched in October administration of the von Essen group by 2010 and currently has seven Th e eforea: spa at Hilton concept has seven locations around the world Eden Hotel Collection. locations at hotels around the Christie + Co completed the deal on world, with a further 90 new sites currently gift -giving season is a perfect time to share behalf of von Essen’s administrators, under development. our most popular eforea products. We hope with the 19-room property following the Tyra Lowman, senior director of global our carefully curated product collection helps Greenway Hotel and Spa near Cheltenham spa brands, luxury and full service, Hilton shoppers bring what they love about eforea: into the Eden portfolio. Worldwide, said: “Th e start of the holiday spa at Hilton into their everyday lives.” Facilities at Th e Mount Somerset include a spa spanning two fl oors, which incorpo- rates a fi tness suite equipped by Technogym D`c\jkfe\]fiJk8cYXejc\`jli\jZ_\d\ and two treatment rooms that off er [com- fort zone] services. Work on the new £24m Westminster Lodge m (5,382sq ft ) spa area with a 60sq m (646sq ft ) Th e other level of the spa comprises a Leisure Centre in St Albans, Hertfordshire, has terrace overlooking the nearby abbey. hydrotherapy pool; a sauna; a steamroom; reached a milestone aft er the large wooden It will take Willmott Dixon three weeks to foot spas; and experience showers, while a beams to support the roof were installed. complete the installation of all sections of the spa terrace overlooking the property’s gar- Due for completion in summer 2012, facili- beams in the concrete and steel frame of the dens is also among the facilities. ties at the leisure centre will comprise a 500sq S&P Architects-designed complex. 18 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Property news Register to win an Ipad 2 >cflZ\jk\iHlXpjgcXejjlYd`kk\[ *see website for full details Th e Peel Group has announced it has submitted detailed plans www.acrnewsawards.com for the development of a new leisure quarter in Gloucester, which will involve a £60m expansion of the Gloucester Quays Outlet Centre. TTHE Gloucester City Council will now decide the fate of the Manchester-based devel- SHOW oper’s proposals for the site, which is centred on the city’s 13- 15 MARCH 2012 historic docks area and will HALL 19, NEC BIRMINGHAM create Th e Quayside leisure The event dedicated to the air and shopping destination. conditioning and refrigeration industry Plans incorporate 11 restau- Th e proposed scheme is to include a 10-screen cinema and restaurants rants; a 10-screen cinema with seating for 1,600 people; and new retail units. Alison Tennant, the public relations and It is anticipated that construction work will marketing manager for Gloucester Quays COOL IDEAS TO begin on site early next year. Outlet Centre, said: “We don’t want people in Due for completion in autumn 2013, an Gloucester to feel like they have to leave the TRANSFORM existing cinema at the Peel Centre retail park city for a good night out or to go to the cin- YOUR BUSINESS would then be converted into additional retail ema. Th e Quayside will give them fantastic space as part of the Peel Group’s proposals. facilities right on their doorstep.” Discover how the latest PfibjkX[`ldgifgfjXcjdfm\]finXi[ products & solutions can reduce your carbon Plans for a community sports footprint, save energy stadium development in York, which is set to provide a min- & improve efficiency imum capacity of 6,000 seats, have moved forward. Th e City of York Council’s Supported By cabinet approved the release of £200,000 from the £4m allocated towards the proj- ect for the next phase, which involves the development of proposals for the delivery and Official Magazine operation of the new venue. A business case has already been produced to show that suffi cient funding is in place York City FC will move to the new stadium from Bootham Crescent for the stadium and county- standard athletics facilities. Following the approval, the next stage of the Th e venue will establish a centre of commu- business plan will also allow the general pub- nity activity and provide a new home ground lic as well as key stakeholders to help shape for both York City Football Club and York City the design and range of facilities as part of Knights rugby league team. the development. KNC[\cXpji\efmXk`fef]Efkk`e^_XdËjJfZZ\i[fd\ Th e Weather Lottery (TWL) has delayed a during the summer, following TWL’s acquisi- revamp of Nottingham’s Soccerdome aft er the tion of the venue’s owner and operator. local authority revealed its plans for the rede- TWL received cost estimates in August with LEADING SUPPLIERS, LATEST velopment of a nearby sports complex. a view to starting work in October, but delayed PRODUCTS, LIVE DEMOS, FREE It had been intended that an upgrade of the the project aft er learning of the council’s plans SEMINARS, NETWORKING OPPORTUNITIES, FREE EXPERT fi ve-a-side football facility would be carried out for the Harvey Hadden Sports Complex. ADVICE, HEAT PUMPS ARENA, SKILL CENTRE ISSUE 1 2012 © cybertrek 2011 For FREE entry register online at www.acrshow.co.uk HOTSEAT Geraldine Howard & Ian Richardson After spending 30 years building up the successful Aromatherapy Associates brand, Geraldine Howard’s fortuitous meeting with investor Ian Richardson looks set to take the company to new heights. The pair talk to Julie Cramer about the brand’s fi rst retail outlet and how they’ve doubled turnover Why did you feel the time was right cutter-type establishments. He’ll listen to you and get to the to open your first retail outlet? heart of your company and then put that into the design. Geraldine: With Ian’s investment it was really the right time For us the heart of our business is our bath and shower to build and grow the company and I’ve always thought that oils, and they feature heavily in the design – for example a retail outlet and fl agship is a good way to get your mes- our showpiece chandelier is made up from Aromatherapy sage out there. It’s something I’ve always wanted to do but Associates oil bottles. We wanted to get a quality, but also it obviously takes investment to do it. comfortable and welcoming, feel to the space. Were you specifically targeting Knightsbridge? Ian, what is your background? Ian: It inevitably has to be opportunistic because you’re sub- IR: I was a corporate lawyer who qualifi ed in 1983, and ject to the vagaries of where entry units appear. Certainly between 1989 -2002 was a corporate partner with the law Knightsbridge was at the top of our list of where we wanted fi rm Eversheds. I left there to start a business with a cli- to be. This unit came up and it was serendipity to a degree. ent of mine who ran a large nursing home company called Cresta Care. We set up a business together in 2002 and What criteria were you looking made two or three acquisitions, selling to the venture capi- for in potential locations? tal house Cognitus in 2005. I stayed there until 2007 and GH: It’s tough to walk out onto a busy street after a treat- since then have been an investor in businesses, particularly ment so it was important to have an area where people in the healthcare and wellbeing sectors. could be picked up or dropped off, and taxis available, etc. But it also had to have a high footfall, so it needed to be a Geraldine, how did you first get into aromatherapy? central shopping area. GH: I started in the 70s when there were literally a hand- ful of people practising it. I’d been studying cosmetic How did you chose the store’s designer? science and beauty therapy and had become a little disillu- GH: I chose Martin Hubert because he doesn’t do cookie- sioned with surface make-up. I happened to meet a French The London store has three downstairs treatment rooms and a relaxation area 20 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 HOTSEAT The new Knighstbridge store has an unashamedly luxurious style It’s been one of the best decisions I’ve ever made, and enabled me to do all the things I’ve wanted to do with the company. Ian’s expertise and support is invaluable woman – Micheline Arcier - who was using essential oils and how it works has been lost. By having our own fl agship and I found it fascinating. From there I met the doctor and we can go back to basics and show people the real ben- essential oils expert, Jean Valnet, who was working with efi ts. That’s very diffi cult to do through other outlets. Our aromatherapy to treat the whole body - from the physical own trained therapists can very quickly identify what people level to the psychological. need when they walk through the door, and treat them on a personal level. How did your career progress from there? I strongly believe that if your mind’s in the right place, it’s GH: I was working with Micheline at her private practice much easier to eat the right foods, exercise and take vita- in Knightsbridge where she had a very prestigious clien- mins. It’s really the starting point of your wellbeing. Many tele and was always fully booked. From there I worked with people may tend to go to a spa for that, but I do feel you Champneys College to set up training courses and develop can get it over the counter as well. treatments. Eventually I set up my own business with a part- Also, spas struggle with retailing products and they need ner – Sue Beechey – and growth was organic from there. a massive amount of help in order to increase their sales. In opening our own store we can learn a lot more about How has aromatherapy changed in retailing products, which in turn will help our spa customers. the UK in the past 30 years? GH: Of course it has now entered the mainstream. When What’s your investment strategy for future stores? you see products such as fabric softeners with essential IR: We intend to see how this one goes. Inevitably with any oils they have no therapeutic benefi ts. In France, aromather- start-up there are things you get right and things you get apy is classed as medicinal, but in the UK it’s always come wrong. We’re keen to see what it does to the brand, how it under the cosmetics umbrella. So while it’s known for its assists the business and decide from there. therapeutic benefi ts, it’s rarely used at a therapeutic level. We’re not simply looking at this from a pounds and pence viewpoint – we’re not thinking, if this makes money then How do you feel the flagship adds to the AA brand? we’ll open another 10. We have the option to roll it out in GH: I feel very strongly that the true core of aromatherapy other regions, but before that there’ll be a much more com- ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 21 HOTSEAT Aromatherapy Associates’ distinctive glass bottles feature strongly in the interior design plex analysis of how well it increases the Aromatherapy Geraldine saying I was keen to discuss the company. But Associates brand profi le. my fi rst offer to her in 2008 was rejected – I was basically told to sling my hook! Ian, as an investor, where do you see GH: When we met a second time through another business the wellbeing industry heading? venture, the timing was different and it suddenly felt 100 IR: I think the science has developed to an extent that we per cent right. At the time my business partner Sue was are in a position to far better identify what’s suitable for looking to retire. It was a gut instinct, and I also liked Ian each individual to enable them to have maximum health. and felt he was someone I could work with. One size does not fi t all – we have different genetic make- It’s been one of the best decisions I’ve ever made, and ups and tolerances, and science can now identify what enabled me to do all the things I’ve wanted to do with the these are for each person. That’s the area that will develop company, and Ian’s expertise and support is invaluable. going forward – and an area that interests me personally. How would you describe your working relationship? How did you two meet? IR: Geraldine has spent a lifetime in this industry and I have IR: It was a bit of a Victor Kiam moment. I’d already great respect for people who’ve built things from scratch invested in a skincare brand for the cosmetic surgery indus- and turned them into successful businesses. It’s not my job try, and was keen to get a product for spa and retail. to tell Geraldine how to run things. My wife returned from an Aromatherapy Associates treat- My job is to help create an environment in which she can ment at the Sandy Lane Hotel in Barbados and said it was be the very best she can be. Without sounding too corny the best she’d ever experienced – and she’s tried a lot! about it, that’s how I see my role. It’s been a very success- So I got a friend at PriceWaterhouse Coopers to write to ful combination – we support each other’s strengths and weaknesses – and we’ve doubled turnover in two years. AROMATHERAPY ASSOCIATES – FACTBOX What are your strengths and weaknesses? IR: Geraldine is very charismatic, knows the industry inside ■ The new Knightsbridge store covers 150sq m out and is highly respected. My strengths are that I have a (1,615sq ft) and has three treatment rooms each with lawyer’s mind, am reasonably well organised and can think private showers, a relaxation area and a retail fl oor. logically and clearly, especially when there are diffi cult and ■ Aromatherapy Associates was founded in 1985 by sometimes emotional decisions to make. Geraldine Howard and Sue Beechey, and today its GH: It’s a very lonely place trying to run a business and it’s products and treatments are available at hotels, spas great to have real support and someone you can turn to and retail outlets in over 40 countries. whenever there’s a problem. To me, Ian is very good at look- ■ Also in 1985, the pair helped set up the ing at the overall picture and giving a rational view on it. International Federation of Aromatherapists – an Something I’ve learned working with Sue for the past organisation dedicated to maintaining the highest 30-plus years, and Ian for the last two – is that if you work standards across the aromatherapy industry. closely with people it’s fundamental that you trust them – and that’s something Ian and I absolutely have. ● 22 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Completely global BACTA PRESENTS Presented by Supported by THE COMPLETE AMUSEMENT SHOW 24-26 JANUARY 2012 ExCeL London Exhibition Centre www.eagexpo.com Official Publications For further information contact: Karen Cooke Tel: +44 (0)1582 767 254 - mail: [email protected] NEWS Design news PHOTO: ANTHONY WELLER/ARCHIMAGE Disney’s first beach resort, and newly- designed feeding offers at Chester Zoo Project Various Design ReardonSmith Architects Location London, UK Architects scoop host of design awards Hospitality specialists ReardonSmith Architects picked up four awards at the recent European Hotel Design Awards. The Conversion and/or Extension of an Existing Hotel Building award was given for the redevelopment of the Four Seasons Hotel at Park Lane. It won Designer of the Year for The Savoy refurbishment in London, which cost £220m. The firm’s concept for a subterranean hotel and spa won the Tomorrow’s Hotel award, while co-founder Patrick Reardon The Four Seasons London redevelopment cost around £125m was honoured for his outstanding contribution to design. Visitors can view zoo animals from the African-themed cafe Sports surfaces and hiking trails feature around the design Project Chester Zoo restaurants Project UP LIFT Zeppelin Hangar Design Keane Design OPEN Architecture Location Cheshire, UK Location Maan Mountain, Auhui Province, China Restaurant revamp for Chester Zoo Leisure use for ‘green’ zeppelin hangar Chester Zoo has opened two new restaurants, created by OPEN Architecture recently participated in a competition to design and brand agency Keane, at a cost of £1.5m. design a zeppelin hangar to sit unobtrusively in the green The main restaurant is now a contemporary food court, landscape of Auhui Province, China. The design not only fits based around the story of June Mottershead, the daughter its purpose, but creates a new leisure area offering extreme of the zoo’s founder, using black and white images to depict vertical sports surfaces, hiking trails and viewing outposts. her long association with the popular visitor attraction. A system of cuts and openings in a pre-fabricated con- There is also a new African-themed café-bar which over- crete frame serve to modulate natural light, facilitate looks one of the animal paddocks. There are plans to create ventilation and rain water management and generate suffi- a new piazza so non-zoo customers can access the café. cient energy to create a zero maintenance green roof. 24 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Project Aulani Design Walt Disney Imagineering Location Ko Olina, Hawaii Hawaiian design for Disney Disney has opened its first beach resort, which includes an 18,000sq ft (1,672sq m) spa on the lush, moun- tainous island of Ko Olina in Hawaii. Walt Disney Imagineering worked closely with local Hawaiian cultural advisors during the design, and the resort now displays one of the world’s largest private collections of contem- porary Hawaiian art. There are 359 rooms and 481 villas – most with sea and mountain views – a seven-acre waterplay area, two res- taurants, a snorkel lagoon and access to a championship golf course and 330-slip marina. Disney’s Laniwai spa is designed to cater for families, and teenagers even Water is central to the spa’s design, from rain showers to hydrotherapy garden get their own spa, called Painted Sky. The wave featured during the design festival in September The interior has been stripped back to its former glory ©V&A IMAGES Project Timber Wave Project Hermitage Road, restaurant and bar Design Amanda Levete Architects Design Howard Nye & Ellene Immelman (in-house) Location Victoria & Albert Museum, London Location Hitchin, Hertfordshire V&A exhibits latest design wave Fresh spring in step for Herts restaurant The Cromwell Road entrance to the V&A Museum took on a Hermitage Road is a new restaurant and bar in the market new dimension during the London Design Festival with the town of Hitchin, Hertfordshire, transformed from a former erection of architect Amanda Levete’s striking Timber Wave. nightclub space that was once a grand 1930s ballroom. The practice used lamination techniques more usually The original floors and stage have been preserved and used in furniture-making to create a swirling wood structure the 6m high windows have been restored. The 150-cover that stands three-storeys high. The structure is designed to restaurant features an open kitchen to add to the dining reflect the multi-layered and ornamental appearance of the atmosphere, while an 8m long zinc bar offers a large selec- grand entrance, and is both three-dimensional and asym- tion of real ales. The site is owned by the family-run Anglian metric in form. Country Inns, which has sites in Hertfordshire and Norfolk. ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 25 ARCHITECT’S FOCUS Timber roof cassettes improve the acoustics and look decorative (left), while The Pods’ exterior is surrounded by water (right) S&P ARCHITECTS Architect Ron Wallwork explains why The Pods, which recently opened in Scunthorpe, is a truly innovative example of leisure centre design How did you get involved with the North How would you define a 21st century sports centre? Lincolnshire Sports Academy – or the You have to create a socially-responsible building that gives Pods, as it’s more commonly known? the community something that they can really value and that Designer Andrew Wright won the RIBA competition set by they want to visit. NLC and Yorkshire Forward in 2006. He had teamed up They should not be overpowering or noisy places – as with Buro Happold for their structural expertise, us at S&P many have been in the past. They should have a much more for our knowledge of sport and leisure buildings and Grant natural, tranquil feel, in line with the growing market for Associates for their landscaping skills. more esoteric pursuits such as meditation and yoga and the However, at the planning stage Andrew Wright Associates focus on individual wellness. withdrew from the project, and so we took the lead to We had a very creative brief for the Pods and in many deliver the building. ways it’s a one-off building – but at the same time it is very much the way things are going. What was your brief? THE TEAM North Lincolnshire Council, Can you describe some of the together with the regional devel- Architect: S&P Architects technical innovations used? opment agency Yorkshire Forward, Concept Designer: Andrew Wright Associates This type of building would not have wanted an iconic building that Construction: Bowmer and Kirkland been possible 10 years ago. It’s one would help to regenerate the Structural engineering: Buro Happold of the fi rst leisure buildings in the Central Park area in Scunthorpe Grant Associates: Landscape Architects UK to be built using a free-form geo- and open it up to visitors. Cost of complete project: £21m desic design, where the structure There was backing for a very Funded by North Lincolnshire Council, with is formed from connecting glulam progressive leisure centre design contributions from Yorkshire Forward (£8M) (glued composite timber) beams to – they were certainly looking for and Sport England (£750,000) form an irregular triangular shell grid something much better than the - it’s inspired by the structure and standard crinkly tin shed. connectivity of soap bubbles. The structure uses steel cylindrical nodes with a number What was the inspiration for the design? of metal plates set at different angles to receive the beams, Andrew Wright’s design consisted of a series of intercon- which are all of different lengths. It was possible structur- necting domes – using similar organic construction forms ally with advanced computer technology now available to to the Eden Project in Cornwall, to create a building that calculate all the forces from the model and for that infor- would form itself out of the landscape in a very natural and mation to be readily transferable from CAD (design) to CAM organic way. (manufacture) – this allowed great freedom to explore all It was designed to be an environmentally-friendly building the exciting 3D possibilities. that brought together both leisure and wellness concepts We were able to create interlaced domes exceeding 50m within the natural forms of the building. spans, with the building area exceeding 5000sq m. 26 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 THE PODS, SCUNTHORPE INSIDE THE PODS ■ Open reception area ■ 25m competition pool The Pods opened in July 2011 after ■ Six-court sports hall and a learner’s pool an 18-month build. Facilities include: ■ Split-level gym ■ Café with outdoor terrace ■ Two fi tness studios and a health suite ■ Creche What were some of the challenges of the project? Have there been any surprises along the way? By its very nature, a sports hall is like a shoebox – so one All the structures have come together to create wonderful challenge was to make the spaces work. In spite of its unu- interior spaces, some of which we did not even anticipate sual shape, every inch of the building has been utilised. would exist – there’s a serendipitous element to all of it. It has been designed so that wherever you are in the The organic forms of the building create their own fun. main areas of the building you can see the timber roof. We wanted to keep it as open and as visual as possible. Yet What are the project’s eco-credentials? at the same time the curved shapes and exposed timbers We have natural ventilation through the building where make it feel very womb-like and comforting. possible, and insulation is twice that required by building We also had to address the issue of noise in such an regulations. We’ve also installed a biomass boiler that uses open space – so we worked with the construction team to wood chips to heat the leisure centre, and there’s also grey design special timber-slatted cassettes that fi t the roof pan- water recycling so that water from the showers is used on els and improve the acoustics. the sedum roof and the surrounding vegetation. What aspects of the design most please you? How did you approach the outdoor design? We had the issue of fi nding a suitable roof covering for the The rejuvenation of the surrounding Central Park was led by domes. Ourselves and specialist roof contractors developed Grant Associates from Bath. a single-ply membrane solution that fi tted over the whole Nature is a central part of the design and very much in of the roof structure, creating a waterproof layer – and also keeping with the concept of wellness. The domes sit in a by developing a weldable batten, this allowed us to fi t a lagoon, and an outdoor wildlife corridor has been created number of different rainscreen roof coverings without having with trees, wild fl owers and bird boxes, which will hope- to penetrate the waterproof membrane. fully attract different species to the area and be a place the The dome fi nishes are very varied - one is covered in whole community can enjoy and learn from. green sedum, one is metal clad, two have timber shingles, the sports hall has a plastic roof and the entrance dome is Where do you find your inspiration ? glazed. So each dome has a different exterior expression. I keep up with all the exciting developments around the It also serves to bring the building down to a more organic world, and love that we can create fantasy worlds that human scale. Standing outside, it’s impossible to tell its size surprise and delight. It’s very different to creating civic – it looks much smaller than it should, given what it contains. buildings – with leisure design you think out of the box. ● ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 27 INTERVIEW SANDIE DAWE With the spotlight on the UK in 2012, VisitBritain’s chief executive, Sandie Dawe, talks to Kath Hudson about the organisation's plans for an unprecedented £127m marketing campaign he UK is currently and Manchester might have undone a where. It’s also important to make enjoying the lime- lot of the good work, Dawe says fortu- sure that the coverage extends beyond light. Last year nately they didn’t have much impact London. “With the Royal Wedding, the Royal Wedding on visitor figures. “They were short we pushed other angles, such as the T meant the eyes of lived and there was no second wave, great outdoors and afternoon tea the world were upon so in the short term it was worrying, and we’re doing the same for the us, and this year billions of people but not in the long term,” says Dawe, Olympics,” says Dawe. “We've com- will be tuning in for the Olympics and who has been promoting British tour- missioned a series of short films Paralympics, as well as the Diamond ism since taking a job with the English about Britain, so the media have some Jubilee. VisitBritain is rising to the Tourist Board (ETB) in 1985. readymade vignettes to use with their occasion, making the most of this This year’s sporting events present coverage and we have been taking international activity. a massive opportunity, but also some crews around the country.” It’s so far so good. Visitor figures challenges. VisitBritain is working hard are expected to be up by 300,000 in to buck the displacement trend which THE GREAT CAMPAIGN 2011; with an 11 per cent rise in vis- sometimes happens with Olympic cit- In the next four years there will be an its between March and May to 7.8 ies, where loyal visitors choose to unprecedented amount of marketing million. Although there were concerns avoid the crowds – and potentially activity to make the most of starring that the riots in London, Birmingham increased prices – and holiday else- on the international stage. VisitBritain MARIA GIOBERTI / SHUTTERSTOCK.COM Tourism magnets: The Royal Wedding in 2011 drew the eyes of the world to Britain, and London 2012 is expected to do the same 28 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Scotland CREATIVITY IS FROM ART TO ARCHITECTURE; FILM TO FASHION, BRITISH Wallace and Gromit TALENT LEADS THE WORLD © Aardman Animations Limited 2011 HERITAGE IS THREE OF THE TOP FIVE MUSEUMS Portrait of Henry VIII, 1540 AND GALLERIES IN THE WORLD By Hans the Younger Holbein Sandie Dawe is leading the campaign to showcase what's SPORT great about Great Britain IS "SO WE WANT TO SHOW, THROUGH THE FILMS AND IMAGES THAT WE HAVE, THE NATURAL BEAUTY THE MOST POPULAR FOOTBALL Manchester City versus Fulham OF BRITAIN AND HOW ACCESSIBLE IT IS" LEAGUE IN THE WORLD Craven Cottage, London has joined forces with a number of pri- One of the aims of the GREAT cam- friendly destination. “While we’ve got vate sector partners, including Hilton, paign is to change perceptions about up to four billion people watching on BA and Easyjet, to run the GREAT cam- Britain. For example, although it television, we have the opportunity to paign, which is worth £100m over four scores highly on heritage and culture change that image. We need to ensure years. The government gave this a fur- – with programmes like ITV's Downton the welcome, service and friendli- ther boost in November, by pledging Abbey underlining this and boost- ness shine through,” says Dawe. “It’s an extra £27m. The expectation is that ing stately home visits – we're not important to get this message across this will bring an extra 4.6 million visi- seen as a naturally beautiful country. to people, because it’s the word of tors, add £2.3bn to the economy and “It’s just a perception thing, because mouth which will go around the world.” create 60,000 new jobs. Scotland is regarded as beautiful, but Under the GREAT banner, there are Britain isn’t,” says Dawe. “So, we GREATER PROFILE four strands: the outdoors, culture, want to show, through the fi lms and Following its tourism strategy, pro- shopping and heritage. With adverts images we have, the natural beauty duced in March, the government has in cinemas from Paris to India, on the of Britain and how accessible it is. set some targets for growing inbound New York subway and in Chinese mag- The highlands of Scotland are only an and domestic tourism and is keen to azines, it aims to give 72 per cent of hour’s fl ight from London, and Wales see the tourism industry become more the target audience many opportuni- is only a couple of hours on the train.” profi table and productive. Dawe wel- ties to see the campaign. Germany, The other perception which comes the profi le the government is Japan, Canada, Australia, Russia and VisitBritain is keen to change is that giving the industry and the recognition Brazil are also high on the hit list. Britain is not seen as a particularly of the fact that a cross departmen- ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 29 INTERVIEW PHOTOS COURTESY OF FEATHER DOWN FARMS. FEATHERDOWN.CO.UK "THE STAYCATION STARTED IN 2009 AND HELD STEADY IN 2010, BUT SOME OPERATORS HAVE SAID IT DROPPED OFF LAST YEAR tal approach is needed. For example, transport, aviation capacity and visas all impact on the industry, but the levers sit in other departments. Following on from the government’s tourism strategy, VisitBritain has now embarked on a competitive assess- ment across its 20 key markets, looking much more closely at what the levers and barriers are, as well as the competition. “We are only at the start Innovative vacations: of this process, and it’s already throw- 'Glamping' (luxury camping) appears to be a growing trend ing up more granular information than we had before,” says Dawe. “We are using the process to find opportunities to grow markets and decide on what action is needed, whether that be pol- because they are high spenders and overseas visitors, including the ‘glamp- icy, product packaging or marketing. it's seen as having great potential. ing’ trend (luxury camping). However, For example, even though Heathrow is Dawe says that many visitors enjoy a global hub, it has less point to point NOT ALL ABOUT LONDON the aspects which we moan about, aviation capacity than between China London is a brilliant magnet for tour- including public transport. “The stand- and France, or China and Germany.” ists and it's what attracts many ards and service have really improved Chinese visits are increasing and visitors for the first time. Long-haul in the last 20 years and this is partly expected to continue increasing, visitors have London as one of their because of British people travelling but they still only represent around stops on a three-part European tour, abroad and then expecting the same 120,000 out of 30 million visitors. and Europeans come for the shop- standards at home,” says Dawe. However, it is a valuable market ping and the culture. However, Dawe acknowledges that sometimes visitors THE STAYCATION TOURISM FIGURES fail to appreciate there's more to the In the last few years, largely as a UK than London. “There isn’t anything result of the weak pound and the International visitor numbers London-centric in UK tourism policy,” recession, Brits have holidayed more and spending in the UK rose in she says. “However, its star shines in the UK. “The staycation started in September 2011, with the IPS figures very brightly and this can put other 2009 and held steady in 2010, but showing 2.53 million arrivals with cities in the shadow. London is a fan- some operators have said it dropped record numbers for holiday visits tastic world city, the only global city in off last year,” says Dawe. “Many (970,000). Visitor spend for the Europe. It’s our leading star attraction, people feel more in control of their month was up seven per cent on it pulls in a lot of first time visitors and spending when they stay at home and the low of September 2010, with when they come back they tend to ven- there's a realisation that the quality £1.5bn coming into the UK economy ture further afield.” The Australians, has improved and it’s a good place to from overseas. Overall spend was Kiwis and the Dutch tend to be the holiday with young children. up four per cent from 2010, with most adventurous when they visit. “However, if we have a bad summer, record earnings of £13.2bn recorded There are some innovative products or long cold winter, then it’s natu- across Britain by September 2011. being developed in the UK market, ral for people to want to go and lie on which will have appeal for both UK and a beach. But, there’s a huge cliché, 30 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 JOHNBRAID / SHUTTERSTOCK.COM Venturing further afield: Australians, New Zealanders and the Dutch are said to be the most adventurous tourists when they visit the UK which Brits do nothing to dispel, that the weather is terrible. We have the VISITBRITAIN FACTS perfect climate for sightseeing: it’s never too hot, never too cold. Winters VisitBritain is Britain's national tourism to inspire more visitors to travel to are far less cold than Scandinavia, agency, responsible for marketing Britain Britain throughout 2012 and beyond. Russia or Canada. London is drier worldwide and developing Britain’s than Rome and warmer than Paris in visitor economy. It's a non-departmental The organisation operates in the winter and the east coast gets public body, funded by the Department 21 overseas markets: relatively little rainfall. Given that our for Culture, Media and Sport. ■ Americas: Brazil, Canada, USA. strengths are culture and heritage, VisitBritain is currently undertaking a ■ Europe: Austria, Belgium, we're much more of a shopping, sight- £100m marketing programme, £50m of Denmark, France, Germany, Italy, seeing and activity destination.” which is match-funded by the industry Netherlands, Norway, Poland, Russia, Inbound tourism is currently in cash and in kind. A further £27m Spain, Sweden, Switzerland. Britain’s third largest earner of for- injection announced in November 2011 ■ Asia Pacific, Middle East and Africa: eign exchange. In 2010, inbound and will fund a major image campaign Australia, China, India, Japan, UAE. domestic tourism contributed £115bn to the economy, with 30 million over- seas visitors spending £17bn. With Dawe joined the industry by chance, “Working at a national agency you the government wanting to “rebal- after first working in PR and communi- tend to be at the heart of big national ance” the economy and move away cations before moving to the ETB. “I events and I find that very exciting." from its reliance on financial services got a job in tourism when it was really Exciting times lie ahead for UK tour- and London, then tourism could be set growing, so I’ve seen the most amaz- ism: a flood of new visitors, a chance for a stronger focus from Whitehall. ing growth, evolution and improvement to showcase our wares to the world Dawe stresses it's a great option for of product. It leads you to a knowl- and growing government recognition. a career: virtually no barriers to entry edge and appreciation of your own We just need to remember: be friendly and anyone who's good can progress country…but not through rose-tinted and don't moan about the weather. ● through the ranks. It’s also a great glasses, because you know what the industry for entrepreneurs, she says. competition has to offer," she says. Kath Hudson is a freelance journalist ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 31 ECO PIONEERS SOCIETY The New York High Line appears like a fl ash of green through the city. A year-round programme of events keeps visitors coming back for more PHOTO BY JEFFREY DONENFELD COURTESY FRIENDS OF THE HIGH LINE The High Line represents a modern epic tale of how two men battled to save a disused 1930s rail structure and turn it into an eco-friendly park and community space that winds through the high rises of New York City. Co-founder Robert Hammond tells Julie Cramer about how the grand vision became a reality PHOTO: IWAN BAAN PHOTO: IWAN A long High Line journey: Founders (top right, left to right) Joshua David and Robert Hammond have worked tirelessly on the project How did you first become involved What response did you get when you at the rail yards]. The best part is that with the High Line project? first launched an ideas competition? it gives you a new way of seeing and After both reading a New York Times We received over 750 proposals from experiencing New York City. It’s more article about the proposed demolition 32 countries from a diverse audience: than a park – it’s also a cultural centre of the High Line, Josh and I con- schoolchildren, architects, designers, for the community that includes pub- nected at a community board meeting and members of the public. Some of lic programmes, school programmes, in 1999, where we were the only two the most unusual included a mile-long art installations, performance art, and people in the room interested in sav- pool and a twisting rollercoaster. most recently, food offerings that are ing the High Line. We exchanged cards as unique as the High Line itself. and within months the Friends of the Why did you choose the designers/ High Line was more formally created, architects that you did? Where has the main funding come with the goal of preserving the entire The design team of James Corner Field from for the different stages? historic structure. Operations, Diller Scofidio + Renfro, The first two sections cost US$153m and Piet Oudolf really understood how (£98m). The City of New York contrib- What was your vision for it in the to keep the magic of the High Line with uted $112.2m (£72m); the Federal early days? Has your vision changed their design. I remember Ric Scofidio government gave $20.7m (£13.2m); significantly over the years? said in a presentation of the project: the State of New York contributed At that first meeting, during a presen- “My job as an architect is to save the $700,000 (£448,000); and $19.4m tation by CSX Transportation (the rail High Line from architecture.” It was (£12.4m) was raised by Friends of the company that owned the High Line), compelling that their proposal focused High Line and developers. they breezed through all the possi- on stripping away and exposing the ble uses for the High Line other than structure instead of adding to it. Also What does it cost to keep demolition; a park was one of them. Piet Oudolf’s vision for the plantings the High Line running? That idea was very abstract at first and evoked the self-seeded landscape of The operating budget of the High Line took shape as we spoke to more peo- the High Line we'd all come to love. is $3m per year, and that’s all paid ple in the community and reached out for with private funding. Custodians, to others undertaking similar projects, What are the main project elements? gardeners, greeters, docents, pro- and eventually became more concrete The High Line is a mile-long, soon to gramme staffers, bathroom attendants through the design competition and be mile-and-a-half-long elevated park – every employee you see on the High subsequent work with the design team. [with the development of the High Line Line is employed by Friends of the ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 33 ECO PIONEERS HIGH LINE HISTORY The New York High Line was built in the 1930s, as part of a major public-private 1934 1950S 1960S 1980 infrastructure project called the The High Line Growth of The southernmost The last train West Side Improvement. It lifted opens to trains. interstate trucking section of the runs on the High freight traffic 30 feet in the It runs from 34th leads to a drop High Line is Line, pulling air, removing dangerous trains Street to St. John’s in rail traffic, demolished. three carloads of from the streets of Manhattan's Park Terminal, at nationally and on frozen turkeys. largest industrial district. Spring Street. the High Line. High Line. The City of New York pro- PHOTO: IWAN BAAN vides for security, while the rest of the park's operations budget is supported entirely by private donations. What contribution do you get from the public? The park is free to the public. We raise funding to support more than 90 per cent of the operating budget of the park. The majority of the funding comes from generous grants and gifts made by individuals and foundations. We're building our membership pro- gramme, which starts at a pledge of $40 per year, and working on develop- ing other ways to generate revenue. Two-thirds of the High Line is currently open to the public, with a third phase pending How did you set about creating an the Ladybug Release as part of “Wild roof which is designed to retain as events schedule for the High Line? Wednesdays” for kids; Play with Your much water as possible. This year Public programmes draw inspiration Food, a hands-on programme where we also started our first compost- from our community, the design of the kids learned to prepare simple healthy ing programme. We're sending our park, and the industrial history of the snacks; and public art installations by plant clippings to Fresh Kills Landfill High Line. Friends of the High Line Sarah Sze and Darren Almond. on Staten Island to be recycled and director of public programs, educa- turned into compost, and we're work- tion & community engagement, Danya Can you describe a few of your main ing with High Line food vendors to Sherman, works with arts and commu- community outreach programmes? minimise waste by using compostable nity organisations, public schools, and The High Line stands today because cups, plates, and utensils, and also other groups to curate the schedule. the community rallied to save it from compost some of their food scraps. demolition and transform it into pub- What are some of the more unusual lic open space. It is important that the How did you choose your vendors? events/offerings on the High Line? park continues to be a special place We selected food vendors through an A few notable programmes from this for New Yorkers. We have several pro- open, competitive process in March, year include Step to the High Line, grammes to strengthen connections and we're just wrapping up our first full a step performance by area youth; with our neighbours, including a youth season. When selecting, it was impor- the Halloween Parade where local corps from the local housing projects, tant their food and beverage offerings schoolkids created “haunted” train a volunteer programme, and education were unique, interesting, and made cars in the classroom which were partnerships with nearby schools. with sustainable local ingredients. then paraded down the High Line; a Social Soup Experiment, a commu- What about environmental projects? How have the public responded? nity meal organised by High Line Food; The High Line is a mile-long green It's been overwhelming and has far 34 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 FLICKR.COM / PHOTOS KEVINCAPPIS 1999 JANUARY – JULY 2003 JUNE 2008 JUNE 2009 JUNE 2011 Above: Images Friends of the High An open ideas Final designs Section 1 Section 2 (West highlight the Line is founded by competition, are released for (Gansevoort Street 20th Street changing story Joshua David and 'Designing the the High Line's to West 20th to West 30th of the High Line Robert Hammond. High Line', solicits transformation Street) opens Street) opens through the proposals for the to a public park. to the public. to the public. decades High Line's reuse. the design and construction process TALES FROM THE HIGH LINE so that we can open as quickly as possible. Building an endowment for long-term maintenance and operations High Line: The PHOTO: IWAN BAAN PHOTO: IWAN are also top priorities. Inside Story of New York What have been the main challenges City’s Park in you’ve overcome to get to this point? the Sky was Since the High Line opened, the park published in has been celebrated worldwide and October 2011. called a model for adaptive reuse The book fea- projects in other cities. With all the tures more than hype, it's easy to forget that there 200 beautiful were challenges in getting the project historic and contemporary photographs off the ground. It took time to get of the High Line, and a narrative by Green in the city: the structure weaves all the stakeholders invested in the Joshua David and Robert Hammond. its way through Manhattan's landscape project and to get the capital funding US journalist Robert A. Caro says raised to complete the construction. of the book: “This is a fundamentally exceeded our expectations. Before the We've been lucky to have visionaries in uplifting story of two young men with a park opened, we estimated around the political and private sectors who've dream who scythed through red tape 300,000 people would visit the park helped make the High Line possible. and skepticism, summoning a village to in a year. We’ve had about two million help re-imagine what a park could be in people a year and we're on track to What's your favourite story that the twenty-first century. Thanks to their have around three million this year. relates to the High Line? vision, and to the dedication, enthusi- The High Line runs between residen- asm, and brilliance of their collaborators, How does this compare to tial buildings, sometimes very close. a walk in the park has been transformed other attractions in the city? Before the park was developed, some into an exhilarating urban experience We're one of the most-visited parks neighbours were even able to climb that helps all of us to see our extraordi- per square foot in New York City. On a out of their windows onto it. Soon nary city with new eyes.” yearly basis, we're between the MoMA after the opening, one neighbour took And US author Edmund White com- (2.5 million visitors) and the Statue of advantage of the passing crowds to ments: “There is no more miraculous Liberty (5 million visitors per year). start Renegade Cabaret. On summer and important and gratifying piece of evenings, soon after the High Line’s new American urban design than the What future plans do you opening in 2009, visitors were treated High Line. What’s more, how it was con- have for the High Line? to live jazz tunes that floated across jured into existence is a compelling story, Many people think the High Line is fin- from the neighbouring fire escape. and here’s that story…told lucidly and ished, but Section 3 of the rail yards charmingly by the two extraordinary ordi- represents one-third of the entire his- How would you sum up the nary guys who pulled it off.” toric structure and it's currently closed success of the High Line? to the public. We're working to bring all I still have to pinch myself. It seems Details: www.thehighline.org of the stakeholders together to begin too good to be true. ● Twitter: @highlinenyc ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 35 BOUTIQUE HOTELS Service with style In spite of leaner times, new investors are still keen to enter the boutique hotel sector while established operators are busy expanding and developing new concepts, says market analyst Cristina Balekjian nterest in boutique hotels, which is aspirational, design and expe- remains a staple source of their busi- despite the economic slow- rience driven, and socially engaging. ness, particularly with the growing down, remains overwhelming. These hotels range from budget to trend for short-breaks and city-breaks, I It’s an exciting segment of the luxurious; from two-room establish- as time has become an increas- market, particularly in Europe’s ments to 800-room properties; from ingly valuable commodity. Boutique gateway cities. New investors are still independent to chain-run; and can hotels, in particular, have become the keen to enter the market and estab- be branded or unbranded. As a gen- preferred choice of affluent young trav- lished operators are fast expanding eral rule, however, boutique hotels ellers who are seeking an experience, and developing new concepts to com- are generally accepted to be small rather than a commodity. pete in this market, as highlighted in (100 rooms appears to be the invisi- The halo effect of celebrity patron- HVS’ recent market report, Boutique ble boundary) and are therefore better age, as well as the liveliness and Hotels Segment: The challenge of placed to react to customer needs, as buzz of the public areas, allows these standing out from the crowd. their limited capacity enables them to hotels to attract a high proportion of Defining exactly what a boutique enhance the quality of their service commercial demand and still maintain hotel is has become increasingly and customise their outlets. their trendy, aspirational status without difficult, as many of their original While a diversifying market means becoming standard business hotels. attributes have changed over the it’s not always easy to define a bou- Blakes was – and still is – the haunt of years. The hotel industry itself has tique hotel, what is quite clear is that celebrities, and London hotels such as begun to use the umbrella term ‘life- demand for them has evolved and The Sanderson, St Martins Lane and style hotels’ to characterise a hotel grown over the past decade. Leisure those in the Firmdale collection thrive BOUTIQUE HOTELS IN THE CAPITAL – RECENT AND ANTICIPATED OPENINGS PHOTO: SHUTTERSTOCK.COM/STEFANOLUNARDI Hotel Rooms Opening Brand affiliation 45 Park Lane Mayfair 46 Sept 11 Dorchester Collection Belgraves, Belgravia 85 Sept 11 Thompson Hotels Aloft London Excel 252 Nov 11 Aloft by Starwood Dorset Square Hotel, Marylebone 37 Jan 12 Firmdale Hotels Hotel Indigo Cannon Street, The City 38 Jan 12 Indigo (IHG) Hotel Indigo Philpot Lane, The City 43 Jan 12 Indigo (IHG) Hotel Indigo Kensington, Kensington 51 Jan 12 Indigo (IHG) City Road Hotel, Hackney 247 Jan 12 Soneva Properties ME London, Holborn 173 Jan 12 ME by Melia Bulgari Hotel, Knightsbridge 85 Mar 12 Bulgari by Ritz-Carlton The Great Northern Hotel, Kings Cross 93 Nov 12 – The Wellesley Manchester Square, Knightsbridge 36 Nov 12 – Fire Station, Marylebone 33 Jan 13 Andre Balazs 8 Balderton Street, Mayfair 75 Jan 13 Corbin & King Hotels London Edition by Marriott (ex-Berners) Central 190 Jan 13 Edition by Marriott South Place Hotel, The City 80 Jun 13 D&D Willow Street Hotel, Shoreditch 146 Jun 13 – Many boutique establishments are Ham Yard Hotel, Soho 92 Jun 13 Firmdale Hotels starting to turn their dining offers Mondrian Hotel London, South Bank 268 TBC Morgan Hotels Group into must-visit locations SOURCE: HVS Research 36 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 7>C4;3DE8=1Xbca^^UUTaX]VQaP]RWTb^dc While some boutique and lifestyle mer, following on from its fi rst site in banquettes, oak tables and traditional hotels are gaining a reputation for Clerkenwell. The bistro offers simple clas- signage. By contrast the Salon area is sur- their high quality in-house restau- sic dishes, quality wine and a vast range rounded by panelled walls and bookcases rants, one well known brand has of cheeses – all of which have shaped to give a snug and more intimate feel. decided to develop its successful the Hotel du Vin reputation. The menu is The company has also teamed up with CASE STUDY CASE restaurant concept outside of the sourced from 'food heroes' including local Eric Charriaux of Premier Cheese to cre- boutique environment. farmers, fi sherman and butchers. ate a modern delicatessen-style Cave au Hotel chain Hotel Du Vin opened its The main restaurant space has a light Fromage at the Soho site, constructed from second standalone dining concept in the and airy New England feel with pale olive scaffold pipes, reclaimed timber and clear capital – Bistro du Vin – in Soho last sum- tongue and groove walls, taupe granite, glass shelving. Boutique hotels have become the preferred choice of affl uent young travellers who are seeking an experience rather than a commodity on commercial demand, particularly THE ‘BOUTIQUE BUZZ’ offering similar products and facilities related to the advertising, public rela- Boutique hotels benefi t from key prof- offered by the independent boutique tions and media sectors. itability advantages - the ‘boutique hotels. Some chains have achieved The effect of the celebrity and media experience’, their restaurants and this by creating joint ventures with crowd is enormously important for the bars, and ability to create the feel of a renowned fashion houses and high- ability of boutique hotels to achieve private club. end designer brands such as Bulgari, higher than average room rates – draw- The entrance of international chains Missoni and Armani. ing on customers’ aspirations to see into the boutique hotel market have Although the uniqueness of a prop- and be seen with the ‘in crowd’. added competition to the already well- erty and its facilities, in addition to As such, the success of a boutique established independent boutique the exclusivity and individuality of the hotel depends on its ability to be able hotel operators. The whole boutique hotel, are key combinations, quality to target appropriate customer seg- experience is therefore becoming an and personalised service continue to ments, address their needs, market increasingly important factor in order be signifi cant factors in creating the the brand through the correct chan- for hotels to be able to differentiate distinctive overall experience expected nels, and consistently deliver on the themselves in the market. of a boutique hotel. expectation created through those Larger chains entering this market The ‘buzz’ that the hotel is able to marketing efforts. have been adapting to this sector by create and maintain over a sustainable ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 37 BOUTIQUE HOTELS STARWOOD offers ‘affordable’ design- led hotel brand to wider market The fi rst Aloft Hotel in the UK opened at London’s Excel in November 2011. Starwood Hotels & Resorts describe the brand as a destination venue aimed at “shak- CASE STUDY CASE ing up the staid and traditional mid-market hotel sector by delivering urban- infl uenced design and an energetic guest experience at an affordable price point”. The bar area at Aloft London Excel is designed to be a bright and buzzing social space With prices starting at £120 per room per night, Aloft London Excel features 252 loft-like guest rooms, a buzzing bar area, complimentary Bliss Spa products; 42” One quirky addition is the Animals R Fun a grab-and-go food pantry and industrial LCD TVs and plug ‘n play docking stations; service - a pet-friendly programme where design elements throughout. and free wireless internet across the whole animals stay with an Aloft-branded bed, Features and guest facilities include: hotel, including all guest rooms. bowl and complimentary treats and toys. Spacious rooms designed by Rockwell There is also a re:mix lounge, the wxyz Aloft London Excel is the second Aloft Group featuring Aloft’s signature ceilings bar, a touch-n-go kiosk for easy check-in, site in Europe after Aloft Brussels Schuman of nearly three metres high, oversized win- the re:fuel by Aloft 24-hour food and bev- opened in September 2010. The brand cur- dows and platform beds; large walk-in erage area, the re:charge 24/7 fi tness rently has over 50 sites spanning the US, showers with rainfall showerheads and centre, and fi ve high tech meeting rooms. China, Canada, India, Belgium and the UAE. Over the past 10 years boutique hotels have evolved their F&B offering to match the level of creativity and design in their guest rooms and public areas period of time is invaluable for a hotel lets, as well as priceless publicity, has At the core of this thinking is often of this type to be able to succeed and been noticed by boutique hotel opera- the concept of a ‘restaurant in a hotel’ compete in the market. This buzz can tors - it’s not uncommon for food and as opposed to a ‘hotel restaurant’ – be further enhanced by the facilities beverage revenue to account for 40-50 allowing the restaurant more liberty to provided; hence the reason boutique per cent of total sales. Aside from establish its own concept and identity. hotels have started to diversify their increasing revenues, these outlets It is therefore vital that hoteliers view food and beverage outlets to create a often act as strong marketing tools, their hotel restaurant as an amenity unique guest experience. elevating the hotel’s public image, and designed to attract an external fol- in some instances guests are booking lowing, just like any other high street INSPIRATIONAL F&B rooms to ensure they can get into the restaurant, with an additional provision Over the past 10 years, boutique restaurant or the bar. The value of the to cater to the needs of hotel guests, hotels have evolved their food and ‘see and be seen’ factor, the ‘velvet rather than – as is so often the case – beverage offering to match the level rope effect’ and other tools for creat- the other way round. of creativity and design in their guest ing aspirational experiences should rooms and public areas. The involve- not be underestimated. INTIMATE AMBIENCE ment of restaurateurs in the 'hotel We expect further partnerships to The notion of exclusivity and privacy restaurant' has transformed the notion evolve between chefs and boutique is most prevalent in private members’ of what a hotel's dining room and hotels to create truly stand-alone offer- clubs, where often even access to lobby bar could (and should) be, that ings, drawing in outside custom not the waiting list to become a member is, eventually becoming essential to only within independent operators but is a complex process requiring refer- the profi tability of the properties, even also within the branded chains. As a rals from an existing member as well when the restaurants are outsourced. result, hoteliers have fundamentally as patience and persistence. But once The high revenue potential that had to rethink their approach to food on the inside, a whole world is opened could be driven through the formation and beverage to compete with the cre- up, and private members’ clubs turn of destination restaurants and bar out- ativity of independent restaurateurs. into a self-contained social sphere. 38 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 The citizenM hotel in Glasgow features a striking red lobby and showpiece furniture Quirky design: citizenM's colourful and recognisable style is now being rolled out for two new London sites, as well as two New York addresses CITIZEN M Dutch boutique chic on a budget Dutch hotel group citizenM opened lounge area that also attracts non-hotel ers. Materials such as Corian®, glass and its fi rst international property in guests, as well as canteenM, the 24/7 steel are combined with dark Zebrano wood Glasgow in late 2010, adding to its kiosk-style cafeteria where guests can get fl ooring, plisse shaded lamps and red Vitra two sites in Amsterdam (opened their own high-quality snacks, like sushi, furniture. Room rates in Glasgow start at 2008-9). Up until 2012 the group is barista made coffee and hot breakfasts. just £49 per night. CASE STUDY CASE expanding with four new budget bou- Design-led furnishings come from such CitizenM Glasgow is the fi rst step in a tique hotels and more than 1100 rooms in names as Hella Jongerius, Verner Panton, major campaign to expand the brand to London and New York. Jasper Morrison as well as Vitra, citizenM’s new urban destinations. New sites are The 198-room site in Glasgow city centre exclusive interior design partner. due to open at London’s South Bank (late is housed in an eight-storey building, and CitizenM’s prefab rooms feature king-size 2011) and Tower Hill in time for the 2012 guests enter through an illuminated, dou- beds, wall-to-wall windows, Philips mood Olympics. Two new sites are also confi rmed ble-height glazed red lobby leading to the pads (an all-in-one device that controls in New York – on Times Square and the hip fi rst fl oor via a striking red spiral staircase. everything from free on-demand movies Bowery on the fringe between Soho and the Upstairs, there is a long bar and relaxed to wake-up calls) and power rain show- Lower East Side. ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 39 BOUTIQUE HOTELS The new Smoak Bar and Grill at Malmaison Manchester is an all-day dining and bar experience for guests and external customers alike The trend of redesigning economy accommodation is defi nitely emerging as the next big thing in the boutique hotel sector Boutique hotels have always sought redesigning economy accommodation attention will be focused on under- to replicate this to a certain degree is defi nitely emerging as the next big standing these hotels. with private ‘hotel guests only’ areas, thing in the boutique sector. Starwood Unfortunately by pulling the pieces such as bars, rooftop terraces, librar- has already started with a scaled apart to understand the mystery of the ies and lounge rooms. The competition down version of W when it opened the boutique and lifestyle hotel product – to create the most exclusive and inter- fi rst Aloft property in Montreal in 2008 much like attempting to defi ne what is esting ‘guest-only’ space is fi erce with and most recently in Europe, the Aloft not intended to be defi ned – we also hotels vying for the PR and cachet Brussels. New York-based Thompson run the risk of missing the essence associated with the concept of a club. Hotels is creating its own budget of their success. What’s clear is that And the converse is also true, with pri- brand, while Dutch hotel company, boutique hotels are now a distinct vate members’ clubs attempting to CitizenM, currently has three proper- layer within the geological landscape venture into hotel space. ties and an ambitious expansion plan of hotel types, with their own forma- We consider that one of the next throughout Europe, focusing on cities tions and trends, and an exciting one trends for boutique hotels will be to such as London, Milan and Paris. to watch evolve. ● take frequent guest programmes one The concept of a ‘no frills’ boutique step further, creating their own ‘clubs’ experience is quickly catching on, Cristina Balekjian is an associate at and exporting their unique ‘brand’ to spurred by the resilience of the budget HVS in London a group of loyal, appreciative follow- hotel sector in cities all over Europe. ers, and in doing so further reinforce Development costs are lower, con- the feeling of exclusivity guests enjoy struction time considerably less, and HVS is a leading international con- when staying overnight. This could potential sites can be even more awk- sulting and services organisation take the form of a private space within ward as rooms are intended to be tiny. focused on the hotel, restaurant, the hotel, or a club ‘network’, similar The focus is then on creating living shared ownership, gaming, and lei- sure industries. The consultancy to a loyalty club, which would give the spaces in the lobby which encourage has appraised hotels and projects member access to various privileges. social interaction. The F&B offering is in all major markets in Europe, the limited to vending machines. Middle East and Africa. For a copy of WHAT‘S NEXT? As the boutique hotel sector evolves the Boutique Hotels Segment report Design at a discount. Budget bou- and establishes itself fi rmly in the please contact +44 (0)207 878 7700 tique. Whatever it’s called, the trend of hotel investment landscape, more 40 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Specialist Cleaning Services In the leisure business, first impressions count. If your premises aren’t clean, hygienic and inviting, your customers will stay away. At Rainbow International, our range of specialist cleaning services will leave your building sparkling clean, and provide an invigorating environment for your customers. Our technicians are fully trained to offer the highest level of deep cleaning for any type of premises, in any environment, anywhere in the UK. And we’ll get the job done with minimal disruption to your business. When you need to see the full menu of specialist cleaning services, contact Rainbow International. Duct cleaning, blast cleaning & jet washing High access cleaning Carpet, upholstery, hard floor cleaning & repair Commerical window cleaning Fire & flood restoration Full range of specialist cleaning services Over 20 years’ experience Fully qualified, CRB checked and trained staff National company – local delivery – 80 branches across the UK To find out more call us on 0800 043 0001 or visit The UK’s top insurance companies choose Rainbow International www.rainbow-int.co.uk/leisure Rainbow International, Spectrum House, Lower Oakham Way, Oakham Business Park, Mansfield, Nottinghamshire, NG18 5BY Uniforms for Work, Rest & Play Brought to you by Leisurewear Direct Ltd www.leisureweardirect.com Tel: 01246 454447 ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 41 SWIMMING Staying in the swim As swimming’s popularity looks set to grow with the advent London 2012, a report looks at the current UK swimming pool stock and considers the possibilities for growth. David Minton reports s the Olympic Games country’s most accessible sports, with The 2011 State of the UK Swimming approach and the need 84 per cent of people in the UK living Industry Report was compiled by The for investment leg- within two miles of their nearest swim- Leisure Database company, covering acies close in, the ming pool, either public or private. a period of 12 months up to 31 recent 2011 State of March 2011. The report also includes Athe UK Swimming Industry report has Pool type and location details of age of stock, facilities at highlighted what has already been So where are these pools located? UK pools and recent refurbishments. achieved in terms of swimming facili- The report shows that a total of 4,674 The Leisure Database Company are ties and provision around the country. swimming pools are operated across independent market analysts who have The report sets out to inform the 3,311 UK public and private sites been monitoring the performance of national and local government as that offer swimming facilities. The UK the leisure sector for over 20 years. well as operators and suppliers on stock is predominantly operated in the For more details visit call 020 7395 the current state of and changes to public sector with 2,769 pool facilities 6177 or visit www.theleisuredatabase.com the industry’s swimming pool stock. at public sports centres and 1,905 It reveals swimming to be one of the pool facilities at private health clubs. SWIMMING TOGETHER Swimmer Mark ground-breaking partnership Foster and singer between Community Swimming Alesha Dixon A Limited (CSL) and private helped launch the health club operator LA Fitness means new public/private that non-club members can now initiative access private swimming facilities. The new venture aims to get one million more people swimming, and is part of the commitment to the Public Health Responsibility Deal to create a more health-conscious Britain. Programmes available include adult and children’s swimming lessons, which follow the British Gas ASALearn to Swim Framework, taught by ASA teachers. Also on offer are a full range of different aquatic activities, including British Gas Swimfit sessions, Aquafit, Aqua Circuits, and Aqua Zumba. CSL is a charitable trust that works Martin Long, CEO of LA Fitness other pool activities to the commu- with operators to develop their facili- said: “As one of the largest pool pro- nities we work with. CSL bring their ties for community use. Swimming viders in the UK we wanted to utilise specialist knowledge to programme pools in 78 LA fitness centres nation- our pools in a more effective way and the pools in a way that will encourage wide are now open to the public. broaden the appeal of swimming and more people to use them.” 42 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 ZURIJETA / SHUTTERSTOCK.COM ZURIJETA “The report reveals swimming to be one of the country's most accessible sports - 84 per cent of people live within two miles of their nearest pool” In the 12 months to 31 March 2011 towards low cost opera- Splashpath is a free mobile the increase in pool facilities on offer tions which don’t have phone application that through public sector sports centres pool facilities. allows users to get live offsets the marginal decline in the In the public sec- information on swimming number of swimming pool facilities at tor there has been an timetables and events private health clubs. increase in centres with Regional variations are apparent new pool openings. In too. Northern Ireland and the North the 12 months to 31 UK average). The top fi ve East have the lowest provision of March 2011 there were trusts notably charge pools and the South East has the high- 27 new pool openings higher than the average est provision. In the public sector, at public sports centres, adult pay-and-play fee for Scotland shares the highest regional and 10 at private health swims at their centres. provision with the South East. clubs. The top fi ve trusts New technology will What type of pools are there in the and leisure management play an important role national stock? The report reveals contractors operate 20 in encouraging further the make-up of the stock to be mainly per cent of the UK public swimming participation. indoor main pools (58.8 per cent), pool market. Splashpath, the free over one quarter are teaching pools, mobile application, encourages more just seven per cent are leisure pools Pricing and technology people to swim more often with readily and seven per cent are outdoor pools. Pricing is part of the consumer’s available, live pool and timetable infor- In the private health club sector choice of swimming over other activi- mation. Already there are over 26,000 the majority of pools are found at ties. In the public sector, swimming swimmers and over 100 operators multi-site operator clubs, given the prices vary across the regions. The using Splashpath to promote their development and operational costs average cost of a pay-and-play adult pools, all of which are location-aware. of pools. However we are witnessing swim among public sector pools Splashpath is seen as an industry a decreasing number of pools open- ranges from £2.76 in Northern Ireland solution to increase swimming par- ing in the private health club sector, (18 per cent below UK average) to ticipation. On recent evidence this as club openings in that sector move £3.89 in London (15 per cent above appears to be true. Splashpath has ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 43 SWIMMING “We know that swimming remains a massive participation sport...but we still need to grow the market” seen over 600 people per week sign up for swimming information. Andy Reed, chair of the Sport & Recreation Alliance and independent board member of the ASA, believes that it’s important for the industry to continue building on its strong foun- dations. Commenting on the report SURVIVAL OF THE FITTEST findings, he says: “We know that swim- ming remains a massive participation he Royal Life Saving Society Lifesaving is a worldwide sport sport and activity, but we still need to UK (RLSS UK) has launched and the England squad recently grow the market and the numbers par- T a new lifesaving programme competed in South Africa. Survive ticipating regularly. called Survive & Save. Delivered & Save allows people to train in life- "Reports suggest that latent by leisure centres and lifesaving saving, with the potential to join demand for swimming remains high so clubs across the country, the new the squad at the Commonwealth this kind of information can help us all programme is designed to bridge Lifesaving Championships. plan to meet this growth. the gap and progress potential life- The programme consists of dif- “It's good to see that the pool stock savers from the Rookie Lifeguard ferent award strands - Medallion, remains relatively stable, but we will course through to becoming a fully Beach, Stillwater, and Sport, and want to continually monitor this situ- qualified lifeguard at the age of 16. Bronze, Silver, and Gold awards are ation as public sector reductions in Participants are given the oppor- achieved as candidates progress. funding could have a significant impact tunity to develop personal survival The variety is designed to broaden in the future.” ● and rescue skills, while improving the experiences of lifesavers and general fitness through the sports offer fun ways of learning. Details: David Minton is director of The Leisure element of the course. http://www.rlss.org.uk/ Database Company SWIMMING IN THE 21ST CENTURY Aside from swim sessions, Basildon asildon Sporting Village is a SLM’s Everyone Active’s ASA-qualified offers synchronised new £38m state-of-the-art sport instructors – and Basildon Sporting swimming, Rookie B and leisure complex offering, Village is a flagship site. lifeguarding and among many other things, Olympic- The swimming programme at water polo class swimming facilities. Opened in Basildon offers annual, instead of April 2011, the site has been chosen termly, class timetables, which means by the Japanese national swimming that teachers can watch their pupils squad as a training venue for 2012. develop while they get the security of Operator Sports and Leisure year-round employment. Rookie life- Management (SLM) has won the ASA guarding, synchronised swimming and award for the ‘Facility Operator of the water polo lessons are also available. Year’ two years running – in recogni- Another innovation from Everyone tion of the work it does to increase Active swimming is the provision of participation in swimming in UK pools. colour-coded swimming caps to denote There are 77,000 people, from five- swimmers’ ability levels, providing a months upwards, being taught each progressive reward incentive as well week at over 50 leisure centres by as improving safety in the pool. 44 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 CHANGING TIMES? S&P works with you to deliver inspirational environments by solving your procurement demands and establishing new models of service consolidation and partnership working The Edge, University of Leeds Cardiff International Pool K2, Crawley The Peak, Stirling Sports Village DELIVERING INTELLIGENT SOLUTIONS FOR 30 YEARS Architecture t Masterplanning t Consulting t Regeneration tFeasibility Refurbishment t Consultation t Engagement t Procurement Advice Project Management t Planning Sustainability t Value Management LONDON NOTTINGHAM GLASGOW Victory House 9 Weekday Cross Mackintosh House 30 Kingsway The Lace Market 5 Blythswood Square London WC2B 6EX Nottingham NG1 2GB Glasgow G2 4AD +44 (0)20 7831 8877 +44 (0)115 941 5369 +44 (0)141 225 8399 +44 (0)20 7831 4477 FAX +44 (0)115 947 5955 FAX +44 (0)141 225 6271 FAX www.s-parchitects.com [email protected] BIG ambitions KICKING UP A STORM New York-based dot.com Kickstarter is the world’s largest crowd-funding platform for creative projects, with over $2m pledged weekly to projects ranging from films, restaurants and museums to a pool in the Hudson River. Rhianon Howells reports e may have painted a fixed time period of one to 60 days. food to theatre and technology the Sistine Chapel, They set a funding goal, explaining – and the company gets 200- but throughout his what the money will be used for, and if 300 new proposals a day. In the life as a jobbing artist people like the idea, they can pledge last year, Kickstarter’s staff has Michelangelo was forced anything from a few dollars to many doubled, from 15 to 30 people, toH rely on the patronage of wealthy thousands. Kickstarter’s project crea- to meet demand. benefactors such as the Medici fam- tors also benefit from the opportunity ily to fund his work. If he’d been alive to build a fan-base before the initia- CREATIVE PURPOSE today, it’s possible he would have tive is even off the ground. “Project turned to Kickstarter instead. creators come on initially to articu- The idea for Kickstarter was The Medicis may seem to have little late an idea and get enough funding to born in 2002. At that time, to do with a New York-based company bring that idea to life,” says Kazmark. New Yorker Perry Chen was that uses the internet to connect cre- “What they leave with is a community working in New Orleans and looking ative projects with potential backers. of support.” forward to the city’s annual Jazz Fest But it can be argued that crowd-fund- This is not the first time poten- – so much so he thought it would be ing ventures – jargon for dot.coms that tial audiences have been tapped to great to throw a concert during the fes- help people raise money from donors fund creativity; Kazmark argues that tival. Chen, whose CV includes stints – are a direct ancestor of those great Beethoven was a pioneer of this as an audio engineer, musician, writer, Renaissance patrons. art gallery co-founder and “We view [what we do as day trader, was no stranger being] at the intersection of To date, more than $100m has been to either the arts or busi- commerce and arts patron- pledged through the site and around ness. But unable to raise age,” says Kickstarter’s the funds to fly the artist communications director 14,000 projects have been funded he wanted from Europe, he Justin Kazmark. “There's was faced with fronting the this long past; Kickstarter money himself then trying was not really a new idea. What's approach when he pre-sold concert tick- to recoup it through ticket sales later made it successful has been a fair ets to pay for new compositions. Even on. In the end, he decided the whole amount of good fortune, the generos- in the 21st century, Kickstarter isn't venture was just too much of a risk. ity of the people that back the projects the only company to apply the princi- “After the dust settled, he started and the creativity of the people that ple using the internet – the music and thinking that there must be a way to launch them.” film industries have been at it for some get the audience involved with bring- Set up in 2009, Kickstarter is a time – however it is the largest crea- ing [creative projects like this] to life,” website dedicated to raising money for tive funding platform in the world and says Kazmark, who has been with the creative projects by mobilising thou- to date, more than $100m has been company since its early days. sands of ordinary people. It’s a simple pledged through the website. Around In 2005, Chen moved back to concept. Project creators use the site 14,000 projects have been funded New York, and shared his idea with to pitch their ideas to the public over across 13 categories – from dance and Yancey Strickler, a music journalist, 46 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Kickstarter founders (from left to right): Charles Adler, Perry Chen and Yancey Strickler Splash House THE CREATORS: Design Workshop is an innovative studio that provides pro bono work to nonprofit organisa- tions while giving graduate architecture students valuable work experience. THE CONCEPT: The Highbridge Pool and Recreation Center in Washington Heights, New York, offers children a place to play and learn. However, every summer, local children were being denied this facility when the recreation centre was turned into a temporary locker room site for the neighbouring Highbridge Park Swimming Pool. The Construction is now 75 per cent com- aim of this project was to build a new plete and the pavilion is due to open in SUCCESFUL! pavilion for the park swimming pool time for the 2012 summer season. so the recreation centre could be kept 232 open for the children all year round. TARA MROWKA, DESIGN BACKERS They asked for $15,000 on Kickstarter WORKSHOP SAYS: “We had very to buy building materials. generous donations from within our $16,493 own networks of friends and family, but PLEDGED OF $15,000 GOAL THE RESULTS: The project we were most surprised from the sup- raised $16,493 with 232 backers. port we received from the community." ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 47 BIG ambitions and Charles Adler, a web designer. cut, but this is if and only if, a project beginning and end (you can’t fundraise Together, they worked out how the con- is successfully funded. for general expenses) and it must have cept would work online, and on 28 To raise money on Kickstarter, a creative purpose. But within these April 2009 they launched Kickstarter. projects must meet certain guidelines, limits, anything goes, and 60 per cent One of the things that can make some of which are dictated by the of proposals make it onto the site. Kickstarter a more attractive option company’s partner, Amazon Payments Around 45 per cent of all projects on than more traditional forms Kickstarter currently meet of funding is that it’s not or exceed their funding about investment, because Around 45 per cent of all projects goal – once a goal is met, ownership of the project featured on Kickstarter currently meet pledges can continue until stays with the creators. the deadline. On average, Crucially, Kickstarter also or exceed their funding goal successful projects achieve has an all-or-nothing pol- 125 per cent of their fund- icy, meaning money only ing goal, and some blow changes hands if the funding goal is (which charges 3-5 per cent for credit- the goal out of the water. One of met. “This makes sure that backers card processing). This means that, for Kickstarter’s biggest success stories are supporting projects that are fully now, the project creator must be a US is +Pool (see above) an ambitious plan funded,” says Kazmark. “And creators resident aged at least 18, with a US to build a floating swimming pool in are also protected, because they’re social security number or employer the Hudson River. The $25,000 goal only on the hook to deliver if they identification number, a US bank was met in six days, later exceeding have the cash to do so.” account and a US address. In addition, $40,000 – and attracting press cover- The company takes a five per cent the project must have a clearly defined age you can’t put a price on. Swoon’s Musical Architecture for New Orleans THE CREATORS: This project was launched by the New Orleans Airlift, a multi-disciplinary arts organisation founded in 2007 by artist and cura- tor Delaney Martin and musician and DJ Jay Pennington. The Airlift aims to create and facilitate innovative artistic opportunities for New Orleans-based artists, locally and around the globe. THE CONCEPT: The aim is to cre- ate a unique musical house in the salvaged remains of a Creole cottage. SUCCESFUL! THE RESULTS: By deadline, the Globally renowned, Brooklyn-based project had raised $23,977 through artist Swoon has designed a perma- 357 357 backers. The Music Box opened in nent, interactive sculpture known as BACKERS New Orleans in autumn 2011, and the ‘the Dithyrambalina’, a house with aim is to now build the Dithyrambalina. instruments built into the walls and $23,977 floorboards, enabling it to be ‘played’ PLEDGED OF $12,000 GOAL DELANEY MARTIN SAYS: by both visitors and musicians. “Kickstarter was less constrained than However, before the house could be a traditional grant that has activity built, the instruments needed to be Box, which would hold prototypes of periods, final reports and complicated created and tested. To this end, the instruments for the final house. It finances… and no-one could have pre- group decided to launch a temporary was this project that they launched on dicted that Kickstarter would also installation in the city called The Music Kickstarter with a goal of $12,000. become an important PR tool." 48 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Escaping the city heat: An innovative filtration system will allow +Pool to use water from the +Pool Hudson River THE CREATORS: +Pool (pronounced plus-pool) is the brainchild of three NYC-based designers: Dong-Ping Wong of Family design studio, Archie Lee Coates and Jeffrey Franklin of PlayLab. THE CONCEPT: After a very hot sum- mer in 2010, the trio dreamed up the idea of building a floating, cross- shaped pool in the Hudson River that would actually use filtered river water. Leading engineering firm Arup offered their services, and in June 2011 the founders launched the project on Kickstarter in hopes of raising $25,000 to test the filtration system. THE RESULTS: The project reached its funding goal in six days, eventually DONG-PING WONG: “The pool has SUCCESFUL! going on to raise $41,647 in pledges been so dependent on public inter- from 1,203 backers. The money has est that it made sense to start with 1,203 already paid for the first round of filtra- a public campaign like Kickstarter… BACKERS tion testing, with the remainder going but it’s still a bit of a surprise to see towards round two. If things continue that people are not only interested, $41,647 to progress, +Pool is set to make it but interested enough to put money PLEDGED OF $25,000 GOAL into the water by summer 2013. towards a project still in the works.” But projects don’t have to be as Kickstarter project, you’ll get money that the company doesn’t do much audacious as +Pool to do well on from the internet. That’s not true – you marketing beyond the occasional event Kickstarter. Another community pool have to do quite a bit of work.” and some press interviews. It does, project that exceeded its funding goal Other factors in a project’s success however, have strategic partnerships this year was the modest Splash are typically a good video and appeal- with over 70 creative organisations House (see case study). Other suc- ing rewards. Although backers aren’t – ranging from YouTube to Robert cessful projects range from What investors, this isn’t a money-for-noth- Redford’s Sundance Institute – all of Happens When, a temporary NYC res- ing formula. “Yes, they’re pledging which have ‘curated pages’ on the site taurant installation combining food, money, but they’re getting something showcasing projects they support. music, art and design, to Colonie, a in return,” says Kazmark. “There’s neighbourhood restaurant in Brooklyn; always a value exchange.” Typically, GLOBAL ROLLOUT and from Swoon’s Musical Architecture rewards are linked to the creative for New Orleans, a plan for a high- work, and increase in desirability with Since its modest start, the company concept house that functions like a the size of the pledge. has captured the imagination of the musical instrument, to the Videogame Once a deadline has passed, it’s public, with $2m now being pledged History Museum in Silicon Valley. archived on the site, the money is col- on the site each week. Surely the next lected and successful creators get on step is a global rollout? “Certainly WINNING FORMULA with bringing the project to life. The that's a priority,” admits Kazmark, company is clear it’s not responsible although he won’t be drawn on when, So what makes a project succeed? for ensuring creators fulfil their prom- or in which regions, this might happen. “Number one, they’ve clearly identi- ise, however, so much support comes But if Kickstarter crosses the Atlantic fied what it is they’re trying to do,” from the creators' family, friends and and has the same impact, the way says Kazmark. “Number two is get- community that they have a strong Europe looks at funding creativity may ting the word out. Once a project is incentive not to let anyone down – so never be the same again. ● launched, it’s up to you to share it with to date this hasn’t been a problem. your friends, family, fans… there’s Kazmark says Kickstarter is so Rhianon Howells is contributing editor a misconception that if you launch a intrinsically reliant on word of mouth of Spa Business magazine ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 49 TOP TEAM A MODERN CANTERBURY TALE Taking less than fi ve years from design to completion, the £26m Marlowe Theatre is testament to the council's drive to create an enriched cultural future for Canterbury and the surrounding Kent region. Three key players in the development talk to Julie Cramer about their roles in the project mid a sea of quaint rooftops, and bordering Canterbury Cathedral's A UNESCO World Heritage site, there's now a gleaming new spire rising from the his- toric Kent city. At a pinnacle of 70ft (21m), the fl y tower which tops the new Marlowe Theatre forms a striking beacon in a traditional landscape. The real vision for Canterbury was actually sparked 10 years earlier, when Canterbury City Council entered a bid to become the 2008 European Capital of Culture. That bid was unsuccessful, but the seeds were sown to keep the momentum going, and create a more enriched cultural future for Canterbury. The old Marlowe theatre was already a well established regional arts facility, which presented around 380 per- It is estimated the venue will contribute £22.6m pa to the local economy and 300 jobso formances and sold around 270,000 tickets annually. However as a 1930s a fundraising campaign by The New performance space designed to attract cinema-turned-theatre conversion in Marlowe Theatre Development Trust, new, experimental talent to the venue. the 1980s, the venue was inadequate which was backed by numerous trusts, The piece de resistance is, of to house new theatre audiences and foundations, local businesses and indi- course, the main auditorium. Seating attract the kind of large scale produc- viduals, raising another £4.5m. has been increased from 950 to tions that could be seen in London’s London-based fi rm Keith Williams 1,200, meaning that the venue can West End. The building was said to be Architects started work on the project now attract larger-scale productions. crumbling and not fi t-for-purpose, and in March 2007. Planning permission The new season, launched at the the council decided it would be better was granted in August 2008, and con- theatre’s opening on 4 October, to in a new building, rather than spend struction of the 4,850sq m (52,204sq includes a British premiere of a new millions to patch up the old one. ft) site began in May 2009. production by performance company So rising like a phoenix on the site The exterior of the building has a Cirque Eloize, a new musical version of the old Marlowe, the new facility series of majestic 8m-high colonnades of Top Hat, and a series of orchestral is now a striking example of modern in white Dolomite stone which frame concerts by the Philharmonia. theatre architecture, situated at the and shelter a multi-level glazed foyer. The new Marlowe is now part of end of an historic Canterbury lane, The new fl ytower is 9m taller than its a new cultural triumvirate for Kent – bordering the River Stour where the predecessor, and matches the height which has seen the establishment of traditional tourist punts pass lazily by. of the knave of Canterbury Cathedral the Folkestone Creative Foundation to It has been funded via a public/pri- that sits clearly in its line of vision. bring arts regeneration to the econom- vate partnership, with Canterbury City Inside there are airy public spaces, ically-challenged East Kent coast, and Council investing the bulk of £17.5m, bars on three levels, a riverside res- more recently the Turner Contemporary with support from Kent County Council taurant, a 1,200 seat auditorium and which opened in Margate in May 2011 and SEEDA. Alongside this, there was a smaller, more intimate 150-300 seat with a similar cultural mission. ● 50 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 The auditorium features striking orange-red leather seats and dark walnut surfaces I wanted to make a building of surprises – the main auditorium takes most people aback when they visit it for the first time What was your role? ours and moods of the weather as As architect you're the person who its surface changes from fl at grey paints a picture of the future, the Keith Williams to shimmering gold depending on vision, but you are also the coor- Founder & director cloud cover. At night it becomes a dinator of that vision through the Keith Williams gauze which carries projected light technical design and construction Architects to create a new beacon in the city. stage to reality. The Marlowe was very complex, and my architec- What in your view is the tural team worked for nearly fi ve years What are the eco-credentials? theatre’s main tour de force? with a large team of engineers includ- Theatres are high energy use build- I fi nd it hard to disseminate the com- ing Buro Happold and Max Fordham, ings - nevertheless The Marlowe has ponents, as for me the building a acoustics experts, theatre consultant achieved a BREEAM 'Very Good' rating. complete thing. Charcoal Blue and the contractor ISG Where possible, we've used passive For many people, it will be the main Jackson to make the project a reality. means to control the building envi- auditorium with its swooping curved ronment. For example, the colonnade balconies, fi ery orange-red seats, wal- How have you integrated the shields the lower foyer from high-angle nut surfaces and excellent acoustics. theatre into its surroundings? sun to prevent overheating, allowing it In essence I've designed The Marlowe to be completely naturally ventilated. How about your working to ascend in layers. The 1,200 seat For the auditorium, which requires relationship with the council? auditorium and fl ytower are neces- artifi cial ventilation, a displacement It's axiomatic in architectural circles sarily large structures – the fl ytower system has been used. This means that the best projects result from a is the second tallest in the city cen- that a higher supply air tempera- really demanding, focused client work- tre after Bell Harry - the cathedral’s ture can be used (about 18 deg C) ing closely with a gifted architect. All central tower. The historic buildings which means no mechanical cooling projects have their highs and lows but nearest the Marlowe are generally of is required for many evening perform- this one had very few of the latter. The two/three storeys plus roof, so I cre- ances, when the external ambient council and theatre were excellent cli- ated the colonnade at approximately temperature is less than 18 deg C. ents, very supportive of my vision and the same scale as the historic street giving suffi cient airtime to address the architecture to mediate between those Are there any notable 'firsts'? complex issues, before making clear buildings. The fl ytower is shaped to a The stretched stainless steel mesh decisions. For the Marlowe to be open pinnacle facing the cathedral, acknowl- covering the fl ytower is a fi rst for this less than fi ve years from our appoint- edging the latter’s predominance. type of application. It catches the col- ment is testament to that drive. ● ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 51 TOP TEAM The foyer (left) rises through three levels, while the colonnade (above) frames the theatre I've been living and breathing it [the project] for over eight years, having been involved in everything from the earliest feasibility study to the gala opening How did the plan to rebuild with the design/building team. This the Marlowe come about? ensured information fl owed well Ten years ago we bid to be Janice McGuinness between all the parties involved. European Capital of Culture. We Head of Culture had high hopes and ambitions that & Enterprises What have been your went beyond what a city the size of Canterbury City Council main challenges? Canterbury might normally aspire The sheer amount of work involved to, but we didn’t really expect to in leading two capital projects of win. Our mantra was ‘the prize is in ise the quayside made me realise the this scale while still heading up the the process’, and as part of the bid power of a well-supported culture-led Culture & Enterprise Service. Thank we developed a 10-year strategy for regeneration. I began to understand goodness I have two brilliant deputies! culture-led regeneration. One of the the key role that local councils need to cornerstones was a new Marlowe. play and wanted to be part of that. So What has been the Trust’s role and I moved to Canterbury… how have you worked as a team? How did you choose The trust was established to raise your architect? What has been your role in around £4m to fi ll the funding gap and We invited outline ideas, shortlisted the Marlowe project? help build the theatre. The campaign fi ve architects, interviewed them and I’m the lead offi cer so I’ve been board worked tirelessly and with real then held a public meeting to give peo- involved in every aspect of it. Along passion, as did the professional fun- ple the opportunity to vote for their with a number of people, I’ve been draising team that supported them. favourite. Keith Williams's design was living and breathing it for over eight They were involved in early discussions by far the most striking and defi nitely years, having been involved in eve- about the development, choice of the council’s favourite, but we weren’t rything from the earliest feasibility architect etc, and my team supported sure how it would go down with a wider stages to the gala opening. their fundraising work. It was – and will group of people, as Canterbury’s archi- continue to be – a great partnership. tecture is largely historic. Thankfully How have you worked with Keith’s theatre was runaway favourite. the various teams involved? What's next in terms of new I chaired an internal team, called ‘the cultural off erings in Canterbury? What was your role before Core team’. This drew together offi c- The next big capital project is the joining Canterbury Council? ers from across the council including £13m refurbishment and extension of I was head of Film, Media and the theatre, project management, the Beaney Art Museum and Library Literature at the Arts Council (then property, legal, development, commu- around the corner from the Marlowe. called Northern Arts), where I helped nications and fundraising. I was also It’s been running on a parallel track to establish the Northern Film and part of the ‘Principle’ team on the the theatre, but turned out to be a rich Television Archive. Being part of the construction project – this comprised archaeological site, which delayed the management team at a time when architect, contractor, project manager build and then we had problems with Newcastle/Gateshead were investing and the council, and I went to regular, death watch beetle in its listed façade. millions into cultural projects to revital- more detailed project meetings on site It’s due to open summer 2012. ● 52 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 The new theatre now has the capacity to stage more ambitious, large-scale productions This was an opportunity to create an unashamedly modern 21st Century building - a chance for this generation to leave its mark on the city What has been you role and realise that some people will during the new build? be visiting purely because they I was part of the council’s Core want to see the new building. But Team from the outset, helping with Mark Everett overall the feedback has been plans, working through problems, Director hugely positive. I’m a great believer assisting the city architects with Marlowe Theatre in talking to people, and if some- the original brief. By the time we one takes the time to send an came to tender, there was a feel- email I will always reply. It’s impor- ing among lots of people that this was What are the challenges of tant for people to understand why a great opportunity to create an utterly running a much larger venue? we do what we do, and why we might unashamedly modern 21st century It enables us to be more ambitious choose to stage one production over building – a chance for this generation with our productions in a way that we another. There is always a reason for to leave its mark on the city. couldn’t be before – but at the same the choice, be it cultural, fi nancial, etc. time it’s terrifying. If things go wrong, What were your hopes then the scale of the fi nancial implica- What about future plans? for the new theatre? tions is much greater. The old Marlowe We have some great signings already We have to remember that it’s owned turned over £5m a year, while the new – such as the Northern Ballet and by the community. We want to create theatre should double that. We have a Glyndebourne. I also have about half a a programme that offers enough vari- lot more permanent staff and are run- dozen major touring organisations on ety so everyone wants to visit at least ning our own catering for the fi rst time. my hit list. We also want to build up once a year. We did a brief analysis a The Marlowe family has become much our Friends list, as these people offer few weeks ago and found 40 per cent bigger. I’m a hands-on manager, but great continuity of support. A month of the people who had booked at that I’m learning to delegate! after opening we broke our old mem- point were people that we didn’t know bership record, going from 10,500 – they were not on our original data- What has the feedback been like? to 11,000. If we can hit 12,000 then base of 65,0000, which is promising. We are still in the honeymoon period, we’ll be doing fantastically well. ● ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 53 Extra income. Green heat for your pool. Energy and carbon savings. Get set for solar to heat your pool A solar thermal system on your pool is the most cost effective way to use solar snergy. Solar collectors, which can be roof or ground mounted, feed free hotwater through pipework, via a plate heat exchanger and dump free solar heat directly back into your pool. Save carbon, reduce your fuel bills and make money for the next 20 years. Following the recent government announcement (RHI) Renewable Heat Incentive, giving you an income over the next 20 years with paybacks as low as 5 years, now is the time to get your solar system up and running. Future Heating, with a track record of delivering 2,500m2 high quality projects, on time, on budget and to specifications, are pleased to now offer our complete solar thermal pool package. MCS Registered Company. Contact us now at [email protected] | www.future-heating.co.uk GROUP COMPANY SHOW PREVIEW Air Conditioning and Refrigeration (ACR) Show WHEN:WHEN: 13–15 March 2012 WHERE: NEC, Birmingham A new national exhibition to showcase the latest air conditioning www.acrshow.co.uk and refrigeration technology takes place in Birmingham in March he Air Conditioning and presentations showing how the trade Ventilating Contractors’ Association Refrigeration (ACR) Show, is can help users reduce running costs (HVCA), Federation of Environmental T a new national showcase for and cut carbon emissions. Trade Associations (FETA), British innovation, enabling visitors Other core themes will be: the Refrigeration Association (BRA), Heat to see the latest products and tech- impact of F-Gas legislation on the Pump Association (HPA) and also nology coming on-stream across the trade and equipment users; how to HEVAC Association. commercial and industrial air condi- respond to the imminent phase-out of Miriam Rodway, secretary of the tioning and refrigeration sector. R22 refrigerant – still one of the most IOR, said: “The Institute is pleased to The event, which takes place in Hall common refrigerants in use; and the be supporting the new ACR Show in 19 at the National Exhibition Centre latest developments in alternative 2012. The exhibition is a great oppor- (NEC) in Birmingham on 13-15 March cooling systems that don’t depend on tunity for networking, and will bring 2012, will also offer free access to global-warming HFCs. together members of the IOR, serv- leading industry experts over three More than 100 companies are ice engineers section and our new Air days of seminars. expected to exhibit, with compa- Conditioning and Heat Pump Institute The show, the only national event of nies that include: Mitsubishi Heavy at a highly focused industry event.” its kind, has been launched with the Industries, Panasonic, Toshiba, Jan Thorpe, event director, said: backing of key organisations and com- Thermofrost Cryo, tool supplier Javac “The response of the industry to panies. It will have a dedicated arena UK, refrigeration company Hubbard, the launch has been fantastic. It's for heat pump technology, where visi- fan manufacturer Ziehl-Abegg, equip- confi rmed our belief that the air con- tors can see the latest contenders in ment specialist GEA Searle, ITE, ditioning and refrigeration industry low-cost renewable energy. Ritchie Engineering, Advanced deserves its own show and that peo- Engineering, Refco, Pump House, ple will support it. CUTTING EMISSIONS Johnson Matthey, Charles Austen “There are major challenges and Air conditioning and refrigeration equip- Pumps and SWEP International. opportunities facing the sector in ment accounts for around 20 per cent terms of technology, legislation and of total UK energy consumption. With PROFESSIONAL BACKING the environment. The timing, being energy costs rocketing, cutting running The show is backed by a number held in March 2012, provides an costs is a key issue for end users. of leading industry organisa- excellent national focus to bring the This will be refl ected in the high pro- tions, including the Institute of industry and its customers together." fi le seminar programme, with practical Refrigeration (IOR), the Heating and Details: www.acrshow.co.uk ● ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 55 SKATEPARKS ALL PHOTOS COURTESY OF WHEELSCAPE IfI they're backed by councils, locall youths and community groups, sskateparks can be a force for good ini any town or city, helping to reduce crime, improve social inclusion, and boost physical activity. Joseph Haines reports MX, skateboarding and roller-blading have grown up. Wheeled sports are B no longer the faddish, niche activities of the 80s and 90s, having blossomed into fully recognised sports, supporting multi-million pound industries in the UK alone. Skateboarding was the fi rst of the modern wheeled sports, setting prec- edents for what and where to ride. The early skaters in California took surf- style moves to hills, drainage ditches and empty pools. This terrain inspired the fi rst generation of skateparks – giant concrete playgrounds that took the best aspects of all the places skat- ers liked to ride and combined them together into a concrete fantasy land- scape. Skateparks were a place to learn the sport and stay out of trouble. From an industry perspective, it seems as if every small town, every borough, has a group of young peo- ple working to get a skatepark. The more developed of these groups are almost always supported by their local councillor, local police force, and local community groups. Many local author- ities now view skateparks as core public amenities, similar to football pitches, tennis courts and pools. 56 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Fun for all: A skatepark in Teignmouth, Devon, which was designed and built by specialist fi rm Wheelscape The vast majority of outdoor skateparks are free- to-use and publicly-owned. While some commercially-run indoor skateparks exist, most THE MATERIALS AND TECHNIQUES USED TO BUILD indoor sites are run as com- SKATEPARKS HAVE PROGRESSED DRAMATICALLY munity-interest companies. Most projects to build a IN THE UK IN THE LAST DECADE skatepark have multiple fund- ing-streams. Money might come from local and/or regional-level worsen, offering less ‘pop’ (the extent of concrete. These parks have fewer councils (often section 106 derived that the board rebounds), and giving ‘seams’ and designs can be closely funds are used), the National Lottery, less fl exibility in terms of design than tailored to particular geographies. Sport England, and fundraising ven- concrete. Wood does retain a place, Minor variations in the gradation tures by the user-group and other local however, being suitable for temporary, of ramps hugely affect their ‘ride’. advocates. Some user-groups have event-specifi c parks, or for permanent Whilst the very best skatepark-users raised tens of thousands of pounds indoor parks. Metal parks should be – semi-professionals and upwards - through a series of small-scale events seen as noisy, unreassuringly cheap, might prefer unusual angling or sharp such as fun runs, music nights, and and can be prone to rapid and danger- changes in surface or gradation, the so on. In some cases, brownfi eld sites ous degradation. vast majority of skateparks users will are rented from local authorities at Concrete parks fall into two catego- always prefer predictability and regular- peppercorn rates. But more commonly, ries: modular and sprayed, with the ity; achieving these require specialist a peripheral or underused central site latter now being the high-end industry knowledge, skills and equipment. is leased from a local authority. standard. Each element of a modular Designing and building high-qual- park is built using moulds, meaning ity skateparks is a highly specialised RIGHT MATERIALS inevitable, wheel-catching ‘seams’. venture. Only three companies work- The materials and techniques used to Sprayed parks are built by laying ing in the UK are currently capable of build skateparks have progressed dra- foundations of wood and wire-mesh building top-fl ight skateparks. Leaving matically in the UK in the last decade. onto which concrete is sprayed. the design of a skatepark to non- Skateparks built from wood, a stand- Designers have the freedom to build users and the build to non-specialists ard material ten years ago, are now irregularly-shaped parks of elegant, is like asking non-golfers to design viewed as degrading too quickly, often undulating curves and humps, with the an 18-hole course, and contracting a taking only months to signifi cantly entire structure made from one piece wheat farmer to turf it. ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 57 SKATEPARKS SKATEPARKS SHOULD BE VIEWED AS PUBLIC HEALTH RESOURCES - WHERE YOUNG PEOPLE GO TO HONE DEXTERITY, STRENGTH AND FITNESS TOGETHER POSITIONING police community support Site selection is a major determinant offi cer working in Dawlish of the success of the park for author- said in an interview with ities, the end-users, and the wider the park manufacturer community. The most common anxiety Wheelscape that “we (the for non-users is noise. While studies police) haven’t had yet one have shown that concrete skateparks call from a Dawlish resident are not as noisy as many fear, only a complaining about skate- slight disturbance to local residents boarding since the opening can dramatically alter how the park of the park. This means and its users are perceived. the workload over any given Suffi cient spacing from local resi- weekend has been cut by dences and businesses, possibly with 30 per cent". the proper use of noise mitigation Skatepark advocates also measures, ensure that wider commu- report that their local parks nities appreciate, rather than resent, enhance public and private the space and its users. Indeed, sen- revenues. Brian Stephens, sitivity to the wishes of diverse groups trustee of Wheeled Sports helps render skateparks as a pub- for Hereford, the com- lic utility. As Jean Griffet, an expert of munity group behind the youth cultures and urban spaces, said skatepark there, says: of the famous Marseille skatepark: “The skatepark is bring- “Participants and their parents, ing in economic benefi ts passers-by and the simply curious rep- to Hereford. It’s increas- resent the different users of the site. ing the footfall in the city as The scenery and the resulting atmos- parents come to Hereford phere conjure a particular fl avour of to shop because they can Parks may be used by BMX the place: a place where one can drop off their youngsters in bikers, skateboarders and relax, stimulate or be stimulate.” the park. Users are coming roller-bladers - creating a to Hereford from all over, meeting space for youths RISKS AND BENEFITS including London, Brighton, In the Journal of Emergency Medicine Newport and staying over in (Vol 23, Issue 3, Oct 2002), Worth W. local accommodation.” Everett writes that a “damaging preju- dice is the notion that skateboarding IMPORTANCE OF that the same skatepark might go all is an unsafe sport. When compared COLLABORATION but unused. to other recreational activities, skate- Clearly, however, all these If skatepark users value their local boarding has a small percentage potential benefi ts rely on park – if they feel that it’s the park of reported injuries per participant a park being popular with they worked for; that it’s their park - (.49 per cent) than other activities, users themselves. they can be expected to maintain it including soccer (.93 per cent) and At least initially, it is diffi cult for by sweeping away rocks and other basketball (1.49 per cent). Wheeled many non-skatepark-using stakehold- debris, to stop graffi ti appearing on sports aren’t danger-free, but they've ers to grasp just how varied tastes in the ramps, and generally ensure that been shown to be at least as safe as skatepark design are, or to see what the park is used as intended: as a other popular sports. differentiates a top-fl ight park from a space for developing within a sport, The places where these sports are third-rate space. Why one park might and to provide a place of spectacle practised should be seen as public be more popular than another is not and excitement. A number of academic health resources rather than a risk. always obvious to non-users. studies have attested to skateparks They're places of energy and exertion, There are myriad styles of concrete as being places that users learn. where young people go to hone dexter- park: bowls, plaza-style street, ramp- However, unwanted skateparks go ity, strength and fi tness together (even (transition) only parks. Some user underused, and often quickly degen- though they may not see it like this). groups will want a transition-only park erate. This is not necessarily, or even The benefi ts of popular skateparks that, once built, is expanded due to usually, through vandalism. Even not only health-based. Gary Cairns, a popularity; in other areas, it's possible well positioned, designed and built 58 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Hereford skatepark has been developed in two stages - and a third phase is currently being planned heeled Sports 4 Hereford W (WS4H) was formed when 50 young people arrived at a weekly council meeting and gave a number of arguments for a skatepark in Hereford. Councillors were so impressed with the group that they agreed to set up a com- mittee to plan for the skatepark, which eventually turned into the WS4H charity. CHARITY Within a few weeks, over 300 DRIVES tion, and stage three will see the young people had contacted existing park ringed with a new WS4H, whether to simply give HEREFORD street section. support, or to get involved with SKATEPARK Through collaboration, a the design process. Several peo- design for stage one emerged ple wrote to local papers, and soon and, eight weeks after construction the effort to get a skatepark began began, Wheelscape had completed it. to get the support of an array of organisa- After the success of the fi rst stage, a tions. The local police, for example, were then number of organisations agreed to give fi nancial receiving on average of a complaint every two support to the park. days about skateboarding, and so were keen for The Big Lottery Play Fund donated £50,000; skateboarders to get a place of their own. Crest Homes paid £55,000 through section Herefordshire City Council agreed to lease 106 agreements; the Youth Opportunities fund some land for 25 years for a ‘peppercorn’ fee. donated another £55,000; the local police force They also agreed to put £50,000 towards the gave £10,000. The park is now sponsored by six building of the park. local businesses. WS4H then contacted Wheelscape, a major Stage two was again designed collaboratively, skatepark design house and manufacturer. Their and built over January and February 2010. Stage designers went and met the users, talked about three (being planned) will be the fi nal addition. what they wanted, and began to work on plans The example of Hereford, which was fi rst con- for the park together. WS4H decided to build ceived in 2004, shows that getting a skatepark the park in three stages: stage one would be a takes time, requires effort, but also that such a plaza style, stage two would add a transition sec- project, in the end, will be more than worth it. skateparks get muddy, fi lled with INTERNATIONAL CONVERSATION designs, funding strategies, or tips on stones, waterlogged; only if the users That is not to say the UK leads in how to deal with authorities are almost value the place – if it is what they want every respect. Australia is a world- instantly shared. Planning authori- – are they going to spend time main- leader in the quality of very large ties from across the world should taining their park. outdoor, free-to-use, unsupervised learn from this, and share knowledge All this means is that only by collab- skateparks. Newly-built US parks on methods to develop successful orating with users will local councils tend to charge an entrance fee and skatepark projects. Arguably, there is and builders produce a park that will are supervised in some way, though a need for internet-based information be well used and properly looked after. the country leads the way in terms of hubs to share knowledge across coun- The idea that young stakeholders are number and scale of skateparks. cils, regions, countries and continents. not only worth consulting, but valuable In terms of radical design, The more dynamically that local and as long-term collaborators in skatepark Scandinavian countries blaze trails, central government, social enterprises, projects is becoming more common, with a key innovation being to incorpo- and business respond to the desires even typical, in the UK. However, Claire rate street-style skateparks – shin-high of this group of largely young sports Freeman and Tamara Riordan, two ledges, rails, and ‘manual pads’ – into enthusiasts, the sooner can the many academics working on skatepark stud- public green spaces (this is far less benefi ts that come from skateparks be ies in New Zealand have claimed that dangerous that you might suspect). realised by the users, as well as the authorities there have some way to go; Skatepark users have been looking wider community. ● young-people still “tend to be planned across continents for inspiration for for, rather than planned with”. decades; the internet has meant that Joseph Haines is a freelance journalist ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 59 MARKET ANALYSIS A recent report on the global fitness market provides a valuable snapshot of international club performances and some successful government wellbeing initiatives. Kristen Walsh reports GLOBAL ACTIVITY he 2011 IHRSA club operators such as Fitness First, industry revenues totalling E23bn in International Report: Size Anytime Fitness, and Curves have 2010. While the UK experienced a CLOCKWISE FROM TOP LEFT: – OLLY SHUTTERSTOCK.COM / JAN KRATOCHVILA / EKATERINA POKROVSKY / LUMINOUSLENS / STEVE ROSSET & Scope of Key Health expanded successfully into Asia-Pacific slight decline in the number of clubs T Club Markets presents markets such as Malaysia, Australia, and membership, its market size data and analysis on New Zealand, and India among others. stayed roughly the same last year at leading and emerging European and The Japanese fitness market gen- E4.4bn. Budget clubs and circuit-train- Asia-Pacific markets. The publication, erated US$5.1bn in 2010 from an ing chains have fuelled industry growth sponsored by Life Fitness, includes a estimated 3,500 clubs. According to for the German market, which gen- macro-economic overview of sports, Club Business Japan, after three years erated E3.4bn in revenue at 5,900 fitness and leisure, club models and of slowed growth or slight decline, the clubs, serving seven million members. trends, and country market reports. 2010 first quarter showed an uptrend. The Spanish market is second in size China’s 2,400 fitness clubs now only to the UK, generating E4.bn in Asian markets serve over three million members. revenue from eight million members. The report found about 14 million With a market penetration rate of In addition, Italy’s 7,500 facilities members use 18,000 clubs in the just 0.35 per cent, there is poten- serve 5.2 million, resulting in E2.8bn. Asia-Pacific region, where revenues tial for growth. Elsewhere the region, In North America, the Canadian mar- were an estimated US$1bn in 2010. more than 2.5 million Australians ket held steady, generating US$2.2bn While growth was uneven, leading belonged to 2,800 health clubs, for a from an estimated 5.5 million mem- operators held a strong market share, total of US$2bn in revenue last year. bers. Latin American markets posted some even setting sights for further Australian clubs enjoy a market pen- solid performances, with nearly 5.5 regional expansion, building on prior etration rate of 11.7 per cent - well million people exercising at 18,000 successes and market knowledge. above average in the region – despite clubs in Brazil, contributing to a mar- Once regarded as an untapped the recent closure of two large chains ket size of US$2.2bn. The industry in market, this region is now home to (Beach House and Zest Health). Argentina served more than a million a number of successful club compa- members in 5,200 facilities. nies, including Konami Sports & Life Europe and North America Long thought to set the pace for all in Japan, Shenzhen Catic Wellness In Europe, the health club indus- markets, the US industry increased in China and Fernwood Women's try holds a solid position, with 44.4 revenue by 4 per cent to US$20.3bn in Health Clubs in Australia. International million card-carrying members and 2010. The number of clubs remained 60 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Competition: distinguishing factors of leading club companies STEFANOLUNARDI / SHUTTERSTOCK.COM Successful global health club businesses tend to have a unique combination of distinctive characteristics. Here are some examples highlighted in IHRSA’s report ■ SOCIAL CONNECTIONS It is imperative to understand that the fi tness club business is a leisure and entertainment business. Health clubs ABOUT IHRSA: The International Health, Racquet & Sportsclub Association (www.ihrsa.org) strive to become the “third place”, is the health club industry’s only global trade association, representing more than 10,000 the place after home and work where health and fi tness facilities and more than 570 suppliers in more than 70 countries consumers spend their time. When com- peting for this distinction, clubs must understand that consumers want to be an average of 60-90 minutes at the club that are affecting this strategy. These entertained via TVs and other media, and the site’s success depends on the include the subsidising of memberships and by personal trainers and group exer- friendliness, warmth, energy, helpful- by corporations and health insurers. With cise instructors. They are also looking ness, and effi ciency of staff, all of which more corporations offering health club for a social network to connect with while encourages members to use the fi tness memberships, some ideal locations for a they work out. club regularly. health club may be in a less visible loca- tion, such as an offi ce building that is ■ QUALITY SERVICE ■ PRIME LOCATIONS convenient to employees. Clubs are part of the service and hos- The health club industry is part of the Convenience is, of course, of vital pitality industry, which does not sell a retail sector and thus depends greatly on important to membership retention. product, but an experience. Clubs rely the walk-in sale, as well as the age-old Opening clubs near to where members on consumers’ discretionary spending, rule: location, location, location. Clear work or live removes an important bar- and so the services the clubs provide visibility, accessibility and appearance rier to working out. Location strategies must convince members that this spend- are extremely important to club success. include placement within shipping malls ing is essential. Some members spend However, there have been some changes and/or residential buildings and hotels. ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 61 MARKET ANALYSIS LEUNGCHOPAN / SHUTTERSTOCK.COM Health goals: Governments need to get people more active Since 2009, 8 August is now the statutory 'Fitness for All Day' in China aimed at encouraging Chinese citizens to participate in sporting activities relatively steady at 29,890, while All movement. In China, 8 August is ships under the recently introduced membership grew to 50.2 million indi- now the statutory 'Fitness for All Day', Children’s Fitness Tax Credit, the viduals. Also 7.6 million consumers aimed at encouraging people to partici- Fitness Industry Council of Canada is used clubs as non-members. pate in sporting activities. currently campaigning for the expan- There are over 850,000 stadiums sion of the programme to include all Wellness initiatives and gymnasiums, 176 national and active Canadians. The Adult Fitness Tax Governments in a number of devel- provincial sport associations, 23 pro- Credit would enable the government oped and developing countries have vincial Sport for All service centres, to offer a credit for eligible sport and recently made recommendations and 210,000 sport and fitness service sta- physical activity fees up to US$500. implemented policies to improve pub- tions and 3,092 teenage sport clubs There are two bills pending in the lic health and wellbeing. In 2011, the across China. In addition, the author- US Congress that would directly ben- World Health Organization (WHO) was ities have implemented the National efit the industry. IHRSA’s Workforce conducting a review of the benefits of Physique Monitoring System, Physical Health Improvement Program (WHIP) providing “exercise on prescription”. Exercise Benchmark System, and Act would allow for balanced tax treat- Additionally, the European Commission Sport For All Coaching System. ments for the cost of fitness centre launched a review of VAT regulations, The Australian government’s memberships as an employee benefit. to include health clubs and services. Department of Health and Aging cre- The Personal Health Investment Today The Fitness Industry Association ated the National Physical Activity (PHIT) Act would allow expenditures for (FIA) works closely with the UK govern- Guidelines, which outline minimum lev- exercise and physical activity – such ment, and has launched four national els of physical activity required to gain as health club memberships – to be wellbeing initiatives: Commit to Get a health benefit and ways to incorpo- payable with pre-tax dollars. ● Fit, Get Active UK, Adopt a School, and rate incidental activity into daily life. Active at Work. After successfully lobbying for the Kristen Walsh is IHRSA Associate During the preparation for the Beijing inclusion of youth fitness member- Publisher. Contact [email protected] Olympic Games, China launched the “Fitness for All” and the “Be Part of the Olympics” event nationwide. In OBTAIN THE FULL REPORT: The 2011 IHRSA International Report: Size & Scope of Key Health August 2009, China promoted the Club Markets (cost US$995.00 IHRSA members/US$1,495.00 non-members) and The Regulations Governing Fitness for All 2011 IHRSA International Report: Size & Scope of Key Health Club Markets - Club Operator to safeguard a citizen’s right to fit- Edition (cost US$49.95 IHRSA members/US$99.95 non-members) can both be purchased ness and to advance the Fitness for by logging on to ihrsa.org/industry-research or by contacting [email protected] 62 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Do Your Members ‘Really’ Stick With You? Do You ‘Really’ Have Their Exercise Data? Once you get a MYZONE® Physical Activity Belt in the hands of one of your members... You’ll have both information & stickiness like never seen before in this industry. (Whether they train in your club or not!) MYZONE® is a unique software & hardware ® to a club are; solution that makes movement measurable increased member engagement, increased by using a unique heart rate belt to accurately member retention, increased secondary monitor calorie burn, effort and heart rate to revenue, increased referral sales, as well as motivate and promote physical activity. relevant and meaningful reporting to support both club members and staff. Accumulating unique MYZONE® Effort Points (MEPs) makes moving more motivating and Accurately track and connect the outside fun for your members and you ! world of physical activity with the inside world of your facility. SCAN QR CODE MAKING MOVEMENT MEASURABLE MYZONE® is www.myzone.org marketed by t: 0115 777 3333 e: [email protected] SENIOR’S SOLUTIONS NUMBER 22 In these difficult times, when every business is competing for its share of a reduced and competitive market, it’s important to be first choice for customers, says Grahame Senior How to excel in hard times Standing out from the crowd n one day last week, Do your homework As with all of these I counted the number Of course, the key to administrative detail of unsolicited emails I all communications is jobs, it’s a good idea O received from hospital- getting the detail right. if you can separate ity operations. There Making sure you know responsibility for ensur- were 11 in a single day. While each who you are address- ing that this is done one had something to offer – indeed, ing, what their previous correctly away from some were very clever and attractive relationship with you those who are prone to – it was a particularly busy day and I has actually been and the distractions of guest simply deleted the lot. getting their name relations and service One of the difficulties of e-commu- and address correct provision. A calm and nication and e-newsletters is that all is critical to being well unhurried approach the onus for opening them up and received. Time spent building up your works wonders for accuracy. making them work is placed on the database is never wasted. Mailings recipient. I wouldn’t mind betting that with incorrect addresses, salutations How to be a bit more special 99 per cent of such promotional mis- or other details always become junk. Having got your communication routes sives are simply never opened and It’s also important to remember sorted out, the next priority is to make fully read. The fact that it doesn’t cost that if you are going to email peo- sure you are saying and offering the much to do e-communications doesn’t ple, the only emails that actually get right things. Any established busi- mean you’re not wasting your time and read are ones that come from individ- ness will have a character and style money. You might be better off seek- uals who are known to the recipient. that is known to its regular users. It’s ing a different route. It’s a good idea to build up an email- important to make your promotions If you want to stand out from the database of your key customers, but and offers consistent with that style competition and everybody seems to make sure that you address them cor- and ensure that you’re offering the be concentrating on emailing, maybe rectly and that they know exactly who right things to people who will appreci- you should go back to the old-fash- you are. Unless it’s personalised it ate it. In the current climate, it’s clear ioned way. Personal letters that are simply won’t work. Once again, time that guests are likely to indulge their properly addressed in my experience spent getting the detail right and build- leisure appetites somewhat less fre- work best of all. ing both your mailing and emailing quently – and when they do, they’re Even simple postcards which arrive databases based on a real study of looking for something pretty good. with impact, or attractive mini-bro- booking data is well invested. It should For this reason, I strongly believe chures, have much more effect on the be a priority task for someone in your that the thing we need to avoid is recipient. They do actually get seen organisation, and not just something offering less for less – ie cutting the and in many cases read. that is done at the last minute. price but giving less value. In challeng- SENIOR’S SIMPLE RULES 1 Know exactly who you are address- 4 Be true to your roots. Keep your is absolutely bang up to date with ing. Get all the database details right brand character and style clear and your latest offers and activities – they and thoroughly checked. consistent (after all, that’s why they will check you out. 2 Invest in accuracy. Ensure that the came to you in the first place). 7 Focus on your key business needs. people who are dealing with the data 5 Dare to be different. From time to Time your promotional periods at the are not distracted by day-to-day serv- time, offer something a little bit sur- time when trading history indicates ices priorities. prising – refresh the relationship. you need extra business. Start far 3 Offer more for more. It’s not about 6 Keep up to date – on site and enough ahead to give yourself time to discounts, but added value. online. Make sure that your website fill in the gaps. 64 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Hidden gem: Tucked away in a basement in London’s West End, Le Beaujolais has stood the test of time Keeping the Franco-Anglo relationship special e Beaujolais is a dining club in a small basement cooking as is still found today in La France Profonde. It just off Cambridge Circus in London’s West End. I is a world away from nouvelle cuisine or the pyrotechnics L have been a member for more than 40 years and of Pierre Gagnaire. What it consistently offers is a sense throughout that time, despite a couple of changes of of arriving back in a precious corner of the France of our ownership and direction, it has remained absolutely con- youth and being warmly welcomed, cosseted and pam- sistent in what it offers its guests. pered and indulged with good wines and comfort food. It’s a members-only operation, founded on the simple Yet it communicates with its guests extremely simply, and principle that there is an appetite for provincial French over 40 years has outlasted all its competitors. ing times, people want their special occasions to be truly special and I Your objective is to do everything necessary to believe that ‘more for more’ is a better way to go. People don’t mind spending make them choose you above your competitors a little bit more if they’re getting a lot more value for it. Really building up the service provi- sion, adding little extras to the meal Dare to be diff erent munication, presentation, service offer format or the bedroom provision can Given that you have established a and, above all, service delivery is con- all make a big difference to the guest clear style and brand character with sistent with your brand character and reaction. While the provision of inter- your guests, there are times when the promise you give to your guests. If course appetisers has been taken a you can aim for something refreshing. you get the details about them right, little bit far by some fancier restau- By offering a particular event (maybe remember their individual preferences rants, there’s no doubt that interesting a cultural weekend, lecture, games and communicate specifi cally relevant canapés with aperitifs and petits fours night) you can add a surprise factor to offers, they will get the idea that, as served with coffee all give the guest a expectations. In my experience, peo- far as you’re concerned, they are VIPs. real sense of being pampered. ple like doing interesting things and in Your objective is to do everything Another important way of making the right environment, are happy to get necessary to make them choose you your operation special to the potential involved in a ‘house party’ format. above your competitors. Showing you guest is to try and refer to their estab- Presenting a particular set of poten- value their individual custom and are lished preferences. A particular room, tial guests with a specifi c invitation to willing to go out of your way to serve a particular preferred meal style, a join in an event can be quite tempting. them gets you a long way down that particular treatment in the spa are all There are very few people who don’t road. The mantra of your communica- things that can be offered if your data relish being treated as individually tion to every potential guest should records are accurate. Accurate data important to your establishment. be that what matters is not ‘the way as to what people choose and buy can It’s not just one thing, it’s every- we like to do it here’ but ‘the way you make a huge difference to the incisive- thing. The key to standing out is to want it done’. In these times, as in all ness of your promotional offers. make sure every aspect of your com- others, the customer is always right. ● ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 65 DRINKS WHAT'S HOT WE TAKE A LOOK AT SOME OF THE LATEST HOT DRINK PRODUCTS AND MACHINE TECHNOLOGY SUITABLE FOR USE AT LEISURE SITES VENDING QUALITY For operators who need to deliver quality hot drinks quickly to large numbers of customers daily, Kenco’s Vending Bags for use in vending machines are an ideal solution. Choose from a range of Kenco vending coffees (Smooth, Rich, Decaffeinated, Cappuccino Topping and Suchard Hot Chocolate). Simply tip into your machine, add hot water, milk/whitener and sugar, as required, for high quality hot drinks. Also available is Kenco Cappuccino whitener for frothy coffees. Kenco’s Vending Bags are ideal for use in medium and large throughput sites with each 300g bag making up to approxi- mately 214 cups (1.4g per cup). Kenco’s vending solutions are available for tabletop and freestanding, and offer the fl exibility to serve drinks in anything from paper cups to coffee pots. Kenco has been working with the Rainforest Alliance since 2005 and 100 per cent of the beans sourced for its vending range contain coffee beans from Rainforest Alliance Certifi ed™ farms. Details: 0870 600 6556 CAFÉ CULTURE Lavazza recognises that more and NEW YEAR’S more, UK consumers want to enjoy RESOLUTIONS quality coffee beyond restaurants Following on from the launch and cafes. Espresso machines are of its festive Christmas becoming a mainstream item in Blend (Latin American beans many British kitchens and con- roasted on the dark side of sumers now expect high quality medium for a chocolatey coffee whether they are in the richness, mixed with the fl o- offi ce or in public places such as ral character of aromatic hotels or leisure centres. Ethiopian beans), Taylors of The company believes a recog- Harrogate is expecting to see nised quality brand on a vending strong sales of its ‘healthier machine will attract consumers option’ going into the New as they know they are guaranteed Year and beyond. a premium coffee and are willing For the coffee company’s to pay more for that quality. popular Decaffe blend, pure Lavazza has a selection of water is used to remove all solutions to match the volume the caffeine but none of the taste, resulting in a sweet blend of traffi c with the most suitable of Latin American coffees with a smooth, full-bodied fl avour close system, the Lavazza BLUE that can be enjoyed all year round. coffee machine, consistently deliv- Each Taylors of Harrogate is a unique mix of specially ering a perfect espresso and sourced beans, slow-roasted and ground straight into the bag authentic Italian coffee experi- to capture the freshest fl avour. Details: +44 (0)1423 814000 ence. Details: 0800 599 9200 66 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 GREEN SEAL FOR REDBUSH All Tetley branded black, green and red Tetley Redbush sourced from Rainforest tea, including fl avoured and decaffeinated Alliance Certifi ed farms is now available varieties are part of its certifi cation pro- in the UK for hotels, cafes, restaurants gramme, which is due to be completed and wholesalers. by 2016. To promote its collaboration This marks a major milestone for with the Rainforest Alliance, Tetley has Tetley’s certifi cation programme with the developed a social media initiative on Rainforest Alliance and a fi rst for the glo- Facebook called Farmers First Hand. bal tea sector. Tetley Redbush packs with The initiative enables consumers to the RA's Certifi ed seal and 100 per cent communicate directly with the tea pro- certifi ed content are also being launched ducing communities who are working Certifi ed status for their farms. Details: in other Tetley markets. towards gaining the Rainforest Alliance +44 (0)20 8338 4000 DEKLOFENAK / SHUTTERSTOCK.COM DEKLOFENAK COFFEE DUO FOR UK HOT CHOC Scanomat UK has arrived in the UK market TO GO with two major launches in the company's Cadbury Hot Venezia range of hot beverage machines. Chocolate is to The machines brew any type of coffee join the Kenco from espresso through to latte and cap- FreshSeal2Go puccino, in addition to hot chocolate and family, adding hot water for tea. another big name Firstly there's the launch of the brand to the range. Scanomat Venezia Bean to Cup hybrid It joined brands including Kenco and coffee machine (Scanomat B2Ci), which PG Tips at the end of November 2011, offers fresh ground coffee, backed up just in time for the winter season, with a soluble option. when a hot drink on the go becomes The coffee machine has a modular an increasingly attractive option for brew unit that can be removed in seconds consumers. Susan Nash, trade com- for cleaning and maintenance. Operators munications manager at Kraft Foods can choose either one or two grinders The second newcomer is the Scanomat UK, said: "Kenco FreshSeal2Go is the and up to four soluble canisters. Venezia instant coffee machine with its perfect option for on-the-go hot drinks, It produces six cups in 20 seconds, fi ve option of a fresh milk system that can be with a fantastic selection of brands cups of instant coffee and one ground installed under or over the counter. that consumers love and trust. coffee. Water is drawn from the built-in It provides high volume freshly brewed "We think Cadbury Hot Chocolate 5-ltr water tank and heated on demand. drinks in either a cup, mug or fl ask, uses will be a real asset to the range." The brewer can be adjusted to any less energy heating water and can be pro- Details: +44 (0)121 451 4444 cup size and automatically regulates the grammed to revert to standby when not quantity of product required. in use. Details: +44 (0)800 032 7581 ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 67 medimotion GET MOVING EVERYDAY... Does your gym provide inclusive fi tness? If so, then MOTOmed is for you, the world leader in movement therapy. Motor driven passive, assisted or active movement for people with limited mobility. MOTOmed Movement Therapy plays a key role in leisure centres, gyms and physiotherapy departments across the UK. ADVANCED FEEDBACK & TRAINING ANALYSIS. Sole uk importer for MOTIVATIONAL & CONDITION SPECIFIC TRAINING. HIRE/BUY PLAN AVAILABLE To fi nd out how the MOTOmed can benefi t your facility, contact us today for a FREE demonstration. tel: 01559 384097 [email protected] www.medimotion.co.uk A new document outlines the part leisure and sports providers can play in helping to reduce crime and anti- social behaviour, says Matt Partridge Taking a stand against crime t has long been recognised IMAGES / SHUTTERSTOCK.COM MONKEY BUSINESS unless the local council is willing to that culture and sport have an replace the funding previously supplied I important role to play in pre- through the Community Safety Fund. venting young people becoming Participation in the Community involved in crime and anti-social behav- Safety Partnership is a way for culture iour (ASB). In response to this, the and sport providers to highlight the National Culture Forum (NCF) and the valuable role they can play in both the Chief Cultural and Leisure Offi cers support and prevention agendas. Association (CLOA) have produced a new policy document entitled The Role So what should providers of culture of Culture and Sport in Reducing Crime and sport do next? and Anti Social Behaviour. It costs around £45,000 to place a young ■ Read the document and seek to The document has been designed person in custody for 12 months understand the context that com- to help providers of culture and sport munity safety and crime reduction services better understand community providers are operating in. safety and crime reduction agendas GovernmentGovern policy now links ■ Share this document and discuss – and it is hoped it will provide a man- prevention and enforcement priority local actions with colleagues date for shared action in the future. and delivery partners, such as county It identifi es some ways that leisure as key outcomes in delivering sports partnerships, regularly funded providers can contribute to reduc- change, and it’s within the organisations and other stakeholders. ing the actuality and fear of crime by preventative agenda that sport ■ Investigate the issues that your local engaging with the right partnerships, Community Safety Partnerships are and provides guidance on better evi- and culture can play a role addressing and identify how your serv- dencing the contribution the sector ices can contribute. can make to local priority outcomes. ■ Engage with your Community Safety A number of real case studies show ■ To offer preventative activities in Partnerships by demonstrating what the impact that a range of interven- areas of high crime/high deprivation. you can do for them locally. tions have had on diverting those ■ To offer preventative activities for ■ Offer to deliver services that help most at risk of offending through cul- those young people who are known to prevent crime and anti-social behav- ture and sports-based activities. be at specifi c risk. iour taking place. Consider forming a With the cost of placing one young ■ To offer diversionary activities to broader consortium of providers to person in custody for a year at around young people who are currently in the strengthen your proposal. £45,000, councils and their partners system to prevent them re-offending or ■ Develop an outcomes framework for will need to renew the focus on inno- developing a criminal career. Safer Communities. This will help you vative ways of providing services to Focused work with young people on measure and evidence the difference reduce crime and anti-social behaviour. the cusp of offending or involved in your service makes to local priorities. Government policy now links preven- low level crime can signifi cantly reduce It will also help you make the case for tion and enforcement as key outcomes enforcement costs. For example, gov- continued investment of public money. in delivering change and it’s within the ernment agencies within England and ■ Share successful examples via CLOA preventative agenda that sport and Wales spent an estimated £3bn deal- and other best practice networks. culture can play an important role in ing with ASB in 2004. As part of your ongoing leadership providing better community safety out- The Police and Crime Commissioners development, maintain your knowledge comes, perhaps most specifi cally in will be responsible for the commission- and further your understanding of this the area of anti-social behaviour. ing of community safety activity; this is important area of policy. ● Preventative activities are often a fundamental change and will mean referred to as diversionary activities that Community Safety Partnerships Matt Partridge is an executive board and operate at three levels: will have to seek funding from them member of CLOA. Details: cloa.org.uk ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 69 LEISURE SYSTEMS SALES TACTICS Flexible billing from OmniTicket Network mniTicket Network has intro- O duced its new Installment Billing module which gives ticket purchasers the fl exibility to pay for their tickets, annual passes and memberships over a series of pre-set, automated payments. The system lets operators offer an alternative payment option for customers who might oth- erwise not be able to afford a single, lump-sum payment amount. Twycross Zoo in the Midlands has seen an upturn in Gift Aid collections Hyland Hills Park & Recreation District in Federal Heights, Colorado address details can be captured has recently taken the system. Its High speed data capture quickly and stored for electronic Water World waterpark introduced an from Open Frontiers submission to HMRC. online “FlexPay” option for the ‘Big If used for membership sales, Kahuna Splash Pass’, allowing guests pen Frontiers has the operator scans a pre-printed to pay for passes in two separate pay- O launched a new electronic membership card, and then asso- ments equal to the purchase price. point-of-sale (EPOS) till ciates the name, address and system called TimePOS, offering a digitally captured photograph high speed real-time data capture back to a stored member profi le. tool to gather data for membership Profi les and transactions are then sales and Gift Aid collections. saved back to the cloud database, Customer feedback The system was installed at allowing other users to access the system from Empathica Twycross Zoo in the Midlands, and same data in real-time. Aspinall Foundation’s two animal Open Frontiers says the system mpathica’s Customer parks - Howletts and Port Lympne makes for quicker admission, less E Experience Management (CEM) in Kent - earlier in the year. queuing and fewer disgruntled cus- programmes allow operators The tool allows addresses, tomers, who may be more likely to to measure, manage and improve names, and customer photography opt-in for Gift Aid, memberships or customer experiences, and a recent to be captured at the till while the marketing permissions. There is no customer is the UK's nationwide pizza visitor is paying for admission or longer any need for ‘queue walk- chain, Zizzi. activities. The company says that ers’ with clipboards, nor the need The system offers a number of ways complex transactions can be com- to manually key visitor data at a for inviting customers to give feedback pleted in a shorter time than most later stage, and gate staff levels on their experiences. One of the most simple, anonymous admissions – can be reduced, it says. popular, and cost-effective, options aided by speed card processing Open Frontiers says both zoo is a till receipt issued at the end of through Commidea Ocius Sentinel. charities have seen a greater their visit, inviting them to complete an The process works by allowing uptake in Gift Aid donations. Cash online customer satisfaction survey. real-time address search based sale admissions can be achieved EPOS system allowing, the invita- on simple postcode look-up, then in under 20 seconds and under 30 tion can be printed on the front of the allowing selection of names at that seconds when incorporating Gift receipt as it is printed at the point of address (from Equifax data), and Aid. A family buying individual mem- purchase, pre-printed on the back, or if relevant taking the user onto a berships, with name, address and on an additional sheet. It is issued photo step where a digital snap of photo capture, paying on credit either to every customer or with a fre- the visitor can be captured for a card, can be processed in under quency determined by the level of membership profi le. When used for two minutes. transactions at a given location and Gift Aid, the taxpayer’s name and Details: www.openfrontiers.co.uk desired response rates. 70 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Effective POS data capture and fl exible payment software are some of the ways leisure operators can improve transactions and gain more insight into their customers “We feel this new feature will drive pass sales and offer another innova- tive way for our guests to purchase from us,” said Water World manager, Bob Owens. The Installment Billing system easily integrates with OmniTicket Network’s current ticketing system, which is installed at many international parks and attractions. Operators can set the number of payments required to best meet their season and revenue objectives (from a minimum of two payments up to 12 monthly payments for the year). They can decide if payments will be charged on a fi xed day of the month, or any number of days from the guest’s origi- For customers feeling the pinch, passes can be paid for in installments nal purchase date, as well determine the amount of the initial payment or else can be taken as a fl at fee. payment options is one way to attract plus all subsequent payments. Initial As consumers are less likely to new customers and retain existing payments can either be taken as a spend money on big-ticket purchases ones, says OmniTicket. percentage of the total purchase price, in the current climate, offering fl exible Details: www.omniticket.com Open-ended questions give cus- tomers the opportunity to comment on members of staff or make other comments or suggestions. Because data is available in near real-time, companies can control and monitor developing problems, as well as con- gratulate staff for their efforts. Empathica says the advantage of receipt invites is that the unique EPOS generated code can contain infor- mation related to the time, date and location of the transaction, meaning that satisfaction levels can be com- bined with sales data to gain shopper Zizzi receipts invite customers to a survey - in return, prizes can be won insights that help to build a deeper understanding of their customer base. Empathica has a funded sweepstake The customer enters a unique code Helen Higgins, head of marketing at offering customers the chance to (found on the receipt in order to pre- Zizzi, says: “Our survey invitations are win £1,000 and iPods in daily draws. vent fraud) on the survey website, and generated as part of the bill so cus- In addition, customised incentive is asked to complete a series of ques- tomers can take it with them and give programmes like instant win bounce- tions relating to their visit. feedback when back home, or even backs can be developed, offering These include rating the quality of before leaving Zizzi using their smart- discounts from brands. This is a way food and drink consumed, the service phones. The insights have enabled us of thanking customers for their time standards, atmosphere, and any other to make improvements based on what and ensures that good levels of feed- factor known to affect customer satis- matters to our customers.” back are achieved. faction and loyalty. Details: www.empathica.com ● ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 71 LEISURE DIRECTORY BE SEEN BY OVER 26,000 ACTIVE BUYERS EACH ISSUE ARCHITECTS CONSULTANCY FITNESS EQUIPMENT INTERACTIVE WATER PLAY EQUIPMENT LEISURE BUSINESS CONSULTANCY (since 1988) & Leisurexecutives Ltd. (senior interim placements) ¬ÊStrategies ¬ÊFacilities ¬ÊFunding ¬ÊServices Reviews ¬ÊCatering SPORT ARTS HERITAGE AV/SOUND PRODUCTS COMMUNITY EDUCATION [email protected] 07976 259152 www.rqa.com For a complete Member Experience DESIGN AND BUILD Equipment · Entertainment · Technology · Services Hippo Leisure Products Ltd, Unit 18, Estover Tel: 01276 404900, Email: [email protected] Road, Estover, Plymouth PL6 7PY www.precor.com Tel: +44 (0) 1752 313075 E: [email protected] W: www.hippoleisure.com To book your advert LIGHTING COIN OPERATED VENDING call the sales team on +44 (0)1462 431385 WEIGHING MACHINES FINANCE Generate secondary Get your business spend with no capital outlay into shape with equipment finance LEISURE MANAGEMENT from just 3.1% SYSTEMS UÊ Free Installation UÊ Profi t sharing scheme UÊ No maintenance costs We provide a wide range of weighing machines to leisure centres, swimming pools and gyms across the UK. We provide turnkey finance solutions for gym equipment, lockers, furniture, air-con etc for all gyms - including new starts. TO CASH-IN CALL: Call us on 0844 800 88 25 and funds could be available within 48-hours. Northern number (Currently approving 98% of applications!) 0161 7943206 Southern number 01634 296 234 To book your advert [email protected] call the sales team on Leisure Vend Operating Ltd www.portmanassetfinance.co.uk www.leisurevend.co.uk +44 (0)1462 431385 72 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 Visit the Leisure Management directory online at www.leisuremanagement.co.uk TO BOOK YOUR SPACE CALL THE SALES TEAM ON +44 (0)1462 431385 LOCKERS / CHANGING ROOMS SKI SLOPES & ICE RINKS SPORTS / TEMPORARY / NON-TRADITIONAL UK BASED MANUFACTURERS OF: STRUCTURES ❖ Wooden & laminate lockers ❖ Toilet Cubicles & IPS Systems ❖ Reception Counters RIDGEWAY FURNITURE ❖ Any other wood based product Temporary buildings SPORTS FLOORING www.neptunus.co.uk High performance flooring solutions for ALL indoor sport To book your advert Call +44 (0)1926 622600 call the sales team on T 0870 420 7818 [email protected] email: [email protected] +44 (0)1462 431385 www.gerflor.co.uk Fully compliant PERSONAL BADGES MEMBERSHIP AND with EN14904 BOOKINGS SOLUTIONS UNIFORMS AND CORPORATE WORKWEAR !" #$%" "$ No.1 for personalised badges ¬ÊÊrange of designs and finishes ¬ competitive prices across orders of all sizes ¬ ‘call off’ system means we personalise badges as and when you need them - no wasted stock 0800 0317 009 For more information call 020 8614 8880 or www.legendware.co.uk email: [email protected] www.biggroup.com Over 6,000 health clubs choose Club Solutions from Fiserv. To book your advert Connect with us at WEB DESIGN & MARKETING call the sales team on +44 (0) 845 013 1000 or visit www.clubs. serv.com +44 (0)1462 431385 #)'(&-! # "& ( # # ' #' &* ' ( "$& ( # - &'. ,% & # ! ')& " '() $+ !!+$& + ( -$)($& ( '%$ %& #( MEMBERSHIP AND #+ '$!)( $#'($%$+ &-$)&"& ( # BOOKINGS SOLUTIONS Web design Image retouching Email marketing Illustration leisure media Contract publishing Advertising design Graphic design Direct mail Digital turning pages Print LET US QUOTE YOU !! "' $# C^bdQbRaXQTc^;TXbdaT ISSUE 1 2012 © cybertrek 2011 Read Leisure Management online leisuremanagement.co.uk/digital 73 PUBLIC SECTOR Batting for the future Cage Cricket is a new, fast-paced urban game aimed at halting declining participation in the sport and engaging more young people. Tom Pinnington explains hat do you do when lasts under an hour. Six individuals pit the batter hitting the numbered target grassroots participa- themselves against each other in the zones on the walls of the cage (with- tion in a sport starts to cage. There’s no need to organise two out being caught), the bowler getting decline? According to teams, you just need six players. the batter out, and fi elders catching SportW England’s Active People survey Innovate – If you don’t have ready the ball either directly or off the wall. participation in cricket is decreasing access to a cricket pitch, kit and Crucially, every player gets equal time quickly, with weekly levels falling by coaching, you use what you have. in each of the six positions (batting, more than 15 per cent in just over two There are estimated to be more than bowling, fi elding and offi ciating). years. Of most concern for the sport is 10,000 MUGAs in the UK and count- Cage Cricket has parallels with other the fact that 16-19 year-olds account less more sports halls and tennis street variants of mainstream sports, for most of this decline. The sport is in courts. It takes just fi ve minutes to such as BMX, skateboarding, free-run- danger of withering at the roots with a convert any of these spaces into a ning and fi ve-a-side football. decreasing pool of young players avail- cage, using a portable bag of kit. As In addition to the game, there’s an able to feed into the adult game. participation increases, MUGAs can interactive website which will be used Recently, Capita Symonds has as a virtual hub for players and been supporting an enterpris- organisers of Cage Cricket. ing group of sports enthusiasts, CageCag Cricket is a new, exciting, Social networking will form a backed by Sir Ian Botham, who key part of the organisation of have devised a solution. Cage urban form of cricket which games and engagement with the Cricket is a new, exciting, fast embraces the values of street playing community. Ownership of paced, urban form of cricket, the game will be in the hands of which embraces the core val- sport. It also addresses the main the playing community. ues of street sport. On top of Cage Cricket has many high that, it addresses the main bar- barriers to cricket participation – profi le supporters and infl uen- riers to cricket participation namely space, time and moneyney tial trustees who are promoting – namely space, time, money the benefi ts it can bring to the and perception. Cage Cricket sport and wider social agenda has the potential to become and Botham says: “I’ve come the tool for outreach and development be customised to provide a permanent across many cricket initiatives in my organisations working in the areas of hub for Cage Cricket at a fraction of time as a player and a commenta- sport, youth, education, health and the cost of building a new MUGA. tor. Cage Cricket is simply one of the social inclusion. It has been designed Overcome – Cage Cricket is specifi - best I’ve ever seen”. to develop core life and social skills cally designed to overcome a range of Since the launch of Cage Cricket as well as cricketing competence, social issues and challenges includ- in June 2011, delivery partnerships and has been piloted successfully in ing: increasing participation in sport have been established with a range schools, young offenders’ institutions and physical activity, improving health of organisations and pilots sessions and on inner city estates. & wellbeing, improving educational have been delivered in urban MUGAs, Adapt – any sport must adapt to attainment, addressing social inclu- special schools and young offender social trends to retain and attract the sion and community development, institutions. Cage Cricket is moving young age group and, thus, secure increasing opportunities for young peo- ahead to the next stage of its roll-out. its future. Cage Cricket does this by ple and addressing youth offending. You can fi nd out more about the oppor- removing the principal barriers to tak- While the game draws its inspiration tunities Cage Cricket can offer, by ing part and changes the perception from and involves many of the skills of visiting www.cagecricket.com ● of the sport. It’s played in sports facil- cricket, it is NOT cricket as we know ities (sports halls and multiple use it. It is played by six individuals. Each Tom Pinnington is associate direc- games areas, or MUGAs), and can be player takes one of six zones in the tor at Capita Symonds. Contact delivered free of charge. Each game cage per over. Points are scored by [email protected] 74 Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 1 2012 © cybertrek 2011 DID YOU KNOW? 80% OF PEOPLE SAY THEY LIKE TO HEAR MUSIC WHEN THEY EAT OUT.* A recent survey revealed that almost 1 in 4 diners were prepared to spend 5% more on food and drink in restaurants that play recorded music versus those that don’t.* There is no doubt that music is good for business. The simple act of turning music on can make a huge difference to productivity and sales. PPL can make music work for you by offering licensing solutions for playing recorded music in public. A PPL music licence will give your business instant access to literally millions of songs – all for as little as 16 pence per day. For more information on how to obtain your PPL music licence† visit ppluk.com or call 020 7534 1070. To find out more on how music can work for you visit musicworksforyou.com. *MusicWorks survey of 2000 people, conducted March 2009 † If you play recorded music in public it is a legal requirement to obtain the correct PPL licence, failure do so may result in legal action. PPL is different from PRS for Music. PPL collects and distributes money on behalf of record companies and performers whilst PRS for Music collects and distributes money on behalf of songwriters, composers and publishers. Both licenses must be obtained to ensure all copyright holders are fairly paid. ppluk.com