The Game Changer. How Center Parcs created a 21m spa brand. Don Camilleri, Development Director

Transcription

1 The Game Changer How Center Parcs created a 21m spa brand Don Camilleri, Development Director

2 Forecast turnover 21 million A BRITISH SPA BRAND IS BORN Year 2001: Aqua Sana opens at Longleat Forest Year 2002: Aqua Sana opens at Sherwood Forest Year 2003: Aqua Sana opens at Elveden Forest Year 2004: Aqua Sana opens at Whinfell Forest Year 2014: Aqua Sana opens at Woburn Forest

3 Measure of success Turnover: Fy14/15 forecast for group 21 million Total group capacity over 120 treatment rooms Aqua Sana team over 400 professionals 500,000 spa guests per annum across 5 sites Customer profile: 50% are spa virgins and 40% are men

4 A winning concept Inspired by nature: this forest spa is set in 400 acres of woodland Welcoming and social: particularly for spa virgins and male guests Experiential and extensive: typically offering 3,000sqm per site Accessible journeys: designed to appeal to singles, couples and groups

5 Design innovation Versatile and innovative design: to appeal to resident leisure guests, day guests and stay guests visiting on dedicated spa packages The World of Spa features the finest therapeutic thermal experiences (up to 25 per site) and an outdoor hydropool Luxurious spa treatment menu: up to 25 treatment rooms per site

6 Woburn Forest Opens Opened May 2014, the biggest Aqua Sana yet offering 7,000sqm spa space, total investment 17.5m Will attract over 100,000 guest visits per annum 39 treatment rooms all with showers Extensive World Of Spa with 25 thermal experiences 100 seater Vitale Café offering all day Mediterranean grazing menu Zen Garden with relaxation sun deck and 18.0 metre Infinity Pool 12 Penthouse 65sqm Spa Suites for stay guests

7 WOBURN FOREST LOWER LEVEL Sensory Spa Mineral & Gemstone Spa Salt Spa Zen Garden Aqua Sana Entrance Sun Deck Infinity Pool

8 WOBURN FOREST Treatment Rooms LOWER LEVEL Flower Spa Café Fire & Ice Spa Herbal Spa

9 KPI s for FY14 High capital cost vs Low running cost => Profitability Average spa entry: Externals 83; Internals 44 Average treatment price : 67 Treatment room occupancy : 40% p.a. Revenue per treatment room : 53.3K p.a. Gross margin 91.7% Payroll 22% (% of turnover) Operating expenditure 1.3% Profit after all costs 66%

10 Turnover analysis FY14 Word of Spa / Treatment Packages 31% World of Spa 24% Spa Suites/Overnight 3% Retail 9% Treatments 29% Express Treatments 4%

11 Turnover growth 25,000,000 Aqua Sana Turnover 4 villages 5 villages 20,000,000 15,000,000 10,000,000 5,000,000 0 FY7 FY8 FY9 FY10 FY11 FY12 FY13 FY14 FY15 YEE Core 4 Villages Average growth rate per annum +6% Turnover in FY14 for 4 villages exceeded 15.8m Year End Estimate with Woburn exceeds 21m FY15 YEE with Woburn

12 A bright future Constant innovation: this is key for every aspect of our business and paramount for spa development Team investment: good access to training and development. Our reputation is built by our friendly, professional and skilled team Quality customer journeys: to surprise and delight the guest Great partnerships: we constantly work with our product houses and partners to innovate our spa time and treatment Diverse Revenue streams: we find new ways to engage our guests and upsell/retail

13 A bright future Continual R&D to understand the benefits of natural materials, treatments and products and their use Encourage guests to try new experiences through product sampling Build up Guest/Staff relationships to improve consultation Continual focus to educate guests on spa etiquette, benefits and take home spa retail