Measuring the experience per square metre is key to developing a distinctive brand, facility or program.
Successful spas and other live well businesses and brands are both an art and a science –ensuring they are the creative and inspirational places of an artist but operated with the business acumen of a craftsman.
Measuring the experience per square foot or metre doesn’t have a mathematical formula in the traditional sense. The balance of performance and guest experience comes quickly into focus by posing the question “does this operational decision, brand touch point, or design concept maximize the guest experience in every space or for any cost required?”
Creating the concepts takes a team (yours or ours) and we work with designers, marketing teams, brand chiefs, operators, owners and investors to ensure that the experience is maximized at every opportunity.
"Anne is a visionary thinker and passionate brander. She drove the development of several successful spa concepts that are now global in scope and was instrumental in positioning important hotels throughout our portfolio.”
Jeff Senior, Exec VP and Chief Marketing Officer FRHI Hotels & Resorts
"Anne’s decisions are quick, precise and most importantly, fair. They don’t waver because they are based on her solid, in-depth knowledge of the subject matter, from the overall concept all the way to the day-to-day workings of the spa as well as its most recent developments. On a project where parties of conflicting interests; owner, developer, architect and contractor all belonged to one entity, her ability to address all interests and dealing with them in a fair and convincing manner contributed greatly to the decision-making process."
Hirohisa Hemmi, Architect - Kajimi Design, Tokyo, Fairmont Jakarta Project
• Brand concept development or review including governance, branded experiences and operating standards
• Creative concept and design direction to balance guest experience and investment return
• Technical services to maximize the design process with space programs, operational flow and efficiency review, specialist equipment and technology selection
• Program development with menu and services to fit the brand and market
• Pre-opening planning with specifications for operating supplies, amenities, products and all touch points
Sample Case - Fairmont SkyDome Hotel Toronto
Challenge: A business turnaround for a 350 room luxury hotel built into the stadium where the Toronto Blue Jays play baseball.
Process: This challenge was compounded by a perception in the market that it was a baseball hotel, a pending baseball strike and an imminent hotel sale. A series of customer and colleague interviews, focus groups and guest engagement sessions were conducted to identify guests most loyal to this type of hotel. The concept of a hotel that was “fun” to stay at was developed and a slogan of “GREAT BIG FUN” launched. With new bright and casual uniforms, colorful and unexpected dining/banquet china, a pool table in the business center and menus with the best French fries in the city including “taste testing” a variety of potatoes and growers with our best guests, the hotel atmosphere changed without capital expense.
Result: Successfully targeted new business customers who wanted a casual atmosphere but with business amenities. Increased business travel significantly including both occupancy and rate.
During the August baseball strike, developed a hotel based “strike zone” festival with multiple activities for all guests including running their own bases on the field. Carried over 80% occupancy during this potentially empty period.
Sample Case - FRHI Spa Brand Development
Challenge: Build a distinct spa brand for each hotel brand to enhance the hotel brand positioning, be profitable and scalable globally.
Process: Based on the positioning of each hotel brand and their unique customer profiles, developed an understanding of the customers and the potential within the existing and development pipeline of each company. Willow Stream Spas was developed for Fairmont Hotels & Resorts around the key word energy and a concept of spas being social places. Purovel Spas was developed for Swissotel around the key word of vitality and the concept of all things from the Swiss mountains (along with Swiss efficiency). Raffles Spa was created to reflect the Raffles concept of emotional luxury and included the key word transformation and personal discovery.
Results: Built all tools to build brands globally including: design concept books for Interior Designers (with millwork, signage and wet area standards technical guidebooks), brand governance story books and marketing templates, program and operating standards and suppliers worldwide, and training modules with the most important brand training for all employees.
Guest scores in all branded spas exceeded unbranded and all hotel scores.
Implementation of branded spas internationally was completed with a scalable brand in a box concept also reducing the pre-opening/post opening costs.
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