Brief Feasibility Study
This brief study includes a short description of Market Location Characteristics, Project Site and Area Evaluation, Competition and Demand Analysis.

Mission Statement

It will be important for the overall planning of the project to establish a clear Mission Statement together with the Owners and/or Board of Directors. This Mission Statement will set clear and concise guidelines on the classification and operating philosophy of the planned facility. The Mission Statement sets the stage for all parties working together on the project – from consultants, ultimately, to rank-and-file staffs.

Concept Statement

Utilising the Clients’ Brief, an Executive Summary of the Feasibility Study and Conceptual Inputs from the Consultants, the Concept Statement is a detailed, descriptive projection of how the facilities and services will be perceived by end-users. The Concept Statement introduces some operational issues but focuses on the ambience and atmosphere of each discrete zone and on the “flow” between these zones.

Operating Philosophy

Based on the Mission Statement. Concept Statement and grading of the proposed property, a detailed Operating Philosophy for the development project will be prepared which includes the following information:

• • Recreation (active) Area Requirements

  • Relaxation (passive) Area Requirements

  • Public Area Requirements

  • Member/Guest Requirements

  • Locker Rooms

  • Pro Shop

  • Equipment Rental

  • Communication Systems

  • Computer Systems

  • Indication of Quality of Finishes

  • Brief on Operating Systems for all facilities and member and guest sub-populations (computer systems, audio-visual systems etc.).

• The above steps should be regarded as the most important since the product will be clearly defined. With this approach, the process of establishing an overall Project Budget shall be simplified.

  Site Analysis

  To assess the potential for the project, a review of the proposed site, or sites, will be undertaken to determine if the critical success factors are incorporated. This would include a S.W.O.T. analysis (strengths, weaknesses, opportunities, threats) which focuses on the elements affecting the project.

Preparation of Overall Concept Statement
This document is an extension to the more marketing-related Concept Statement in the Initial Investigation. Here, however, there is more of a technical bias with detailed attention to safety, security, hygiene and user-comfort. Included also are sections on staffing, programming (of activities) and specialist equipment requirements.

Area Programme (Facilities/Services Mix)
The Area Programme forms the first step in producing flow charts and “bubble” diagrams to indicate which facilities and services will be made available to users. The Area Programme lists each component and the minimum area (square meterage) requirement of these components. The Area Programme serves as both a Checklist and a detailed planning tool for the Architect and Interior Designer.

Critical Path Plan
This matrix of technical, operational and marketing-related issues forms the master plan timetable up to and beyond the grand opening. Critically timed items are flagged. Monthly action plans will be formulated and revised based upon the Critical Path Plan.

Design Statement (Space Requirements)
This document gives detailed guidelines on issues such as materials and finishes, the relationship between certain areas (sightline protection, use of solid and soft, full/half height partitions), ceiling heights and lighting treatments. Special design issues for example, mechanical and electrical requirements, concealed power socket placements and safety issues are highlighted.

Design Layout (initial)
The Leisure Consultants will assist the Interior Designer and appointed Consultants in the creation of a sensible, comfortable and operationally sound layout that encompasses the Initial Concept Statement, Design Statement and Area Programme. This translation of words and ideas to drawings is a process which ends in the final approval of drawing submissions by the Owner.

Site Meetings Attendance
A senior representative from ILC will attend site meetings chaired by the Owner or owners’ representative and/or Project Manager as required.

Technical Assistance includes a wide range of important services for the Owners and Operators of the property.

Preparation of Specialist Fittings, Fixtures and Equipment List
The Leisure Consultants will prepare a detailed list of specialist equipment for the Owners’ consideration based on the Concept Statement and Operating Philosophy. This list shall be formulated with input from the Interior Design Team to ensure continuity.

Provide and/or Revise Specifications
In principle, this involves providing assistance, checking and recommending specifications on all Mechanical and Electrical and detailed design work. A comprehensive report on each space is provided (e.g. reception desk, shower cubicles, fitness evaluation office, whirlpool plant rooms and golf simulator etc.)

Construction Progress Reviews
As construction commences, unique site problems inevitably arise. The Leisure Consultants will liaise with the Design Team and contractors to resolve these problems with workable, cost-effective solutions. Recommendations for improvements and refinements will be coordinated through the Project Team.

Preliminary and Phase II Drawing Reviews
This includes a detailed review of all preliminary and Phase II plans and drawings at scale 1:200 and 1:100 to ensure that the Owners requirements as stated in the Initial Brief and Concept Statement are reflected in the drawings.

Preparation of Final Punch List and Critical Path
The Final Punch List and Critical Path will be established together with the Main Contractor and/or Design Team in coordination with all nominated sub-contractors to direct the progress of various trades on-site.

Marketing Intelligence Report Strategy
This report includes a clear description of present and future direct competition, market trends, visitation trends and major sources of business.

Marketing and Sales Action Plan
This comprehensive document includes pricing policy, tariff structures, proposed advertising campaigns, market segment breakdowns and the relevant sensitivity analyses.

Preparation of Marketing Launch Programme
A 12 month itemised marketing and sales action plan leading up to, including and after the opening of the club identifies strategies to promote and sell the facilities and services.

Pre-opening PR Activities Plans
This includes arrangements, in coordination with the appointed PR consultant, for periodic press conferences and press releases related to the progress made on-site for placement in carefully selected media.

Establish and Recommend Corporate Identity of the Project
This would include a detailed brief to be given to an agency for preparation of all graphic designs of the recreation-related areas. This incorporates graphic signage, directional signage, framed artwork, 3D art forms, staff uniform concepts, staff name badge, all printed collateral (newsletter format, membership cards, brochures, price lists, etc.

It is vital for the future Club operation to establish clear guidelines in the form of procedures for each operating department of the Club. It is equally important with today’s escalating labour cost and shortage of skilled labour to adopt procedures that are less labour-intensive yet effective in delivering service.

Establish Department Operational Procedures
In conjunction with the General Manager of the property, operational procedures will be tailored for the entire operating department. This includes drafting of the Club Constitution, Articles, Rules, Regulations and Byelaws and a Policy Manual.

Establish Manning Guide and Recruitment Schedule
This refers to preparing a detailed Manning Guide by position, together with an overall Organisation Chart, Recruitment Schedule (staggered over the opening period) and departmental staff Handbook.

This approach implements modern administrative personnel practices to limit staff turnover, ensure efficiency and develop a well-trained, hospitable corps of staff.

The Consulting Team will arrange a series of personnel training conferences, workshops and seminars in such fields as Reception Operations, Telephone Techniques, Locker Room Management, Complaints Handling and Social Skills, Fitness Assessment and Exercise Programming, Gymnasium Floor Management, Preventive Maintenance, Computer Skills, Selling Skills, Up-selling and Cross- selling, Marketing, Housekeeping and Facility Bookings.

Also made available is a variety of training opportunities in other Clubs, Hotels and Resorts. All costs for participating personnel such as salaries, transportation, board and accommodation in connection with any such programme will be for the account of the Client

Purchasing Assistance
Direct manufacturer contact through the Leisure Consultants wide range of contacts and influence in the industry will bring tremendous savings and ensure value-for-money, packaged prices. Consolidated freight and shipping will bring further savings in capital expenditure. Procurement services are usually based on a percentage of the contracted purchase price for items purchased.

Financial Budget and Business Modelling
This involves the preparation (with associated recommendations) to the Owners of a Financial Forecast covering the first twelve (12) months of operation. Detailed assumptions and formulae will be given to allow sensitivity analyses to be performed.

Preparation of Pre-opening Budget
A detailed projection of Pre-opening expenses will be presented to the Owners for information and approval.

Prepare 5 Year Forecast
A detailed 5-year operating forecast with assumptions based on historical trends and an account of the impact of possible influencing factors will be prepared and submitted.

Project Budget Control
The Leisure Consultants will execute, through the project accountant, a controlling function on the overall Project Budget and advise the Owners of critical areas and steps to be taken such as value engineering, strategic cost cutting exercises, substitutions and acceptable deletions.

Accounting Systems Guidance
This would include setting up a computerised accounting system in accordance with the Uniform System of Accounts to the degree permitted by local laws, conventions and custom. This system will allow easy comparison of the performance of the Club with similar establishments of comparable class within the industry.

Pre-opening Training Plan
The Leisure Consultants will prepare a Pre-opening familiarisation and training Plan for all employees including guest-contact staff in other departments.

Maintenance Services Planning
A Preventive Maintenance Programme will be established for all specialist equipment with supervision of the programme to ensure performance is maximised and expenses minimised.

IT Systems Recommendations and Integration
The Leisure Consultants will constantly evaluate emerging technologies and monitoring contemporary industry trends and needs. Optimum solutions are determined by integrating a wide variety of applications to produce advanced customer and member-focused models rather than mere management based solutions.

Analysis
This involves making critical analysis of the profit and loss statement for the Club once operations are established. Recommendations will be made to streamline operations, maximise revenues and minimise costs. A full Management Operations Review (MOR) is also available.

Operations

Supervision and Management

Provide the requisite services to correctly supervise and manage the club, ensuring the efficient operation of the facilities and optimising the use of the club by its members.

Pricing Structures

Recommend, establish and revise appropriate prices for all aspects of the club operations, ensuring that the pricing strategy meets the business goals of the client.

By-laws and Rules & Regulations

Establish and implement the required byelaws and rules for the club and ensure that clear understanding established and enforced on all users of the club.

Repairs and Maintenance

Maintain the premises of the club in good condition and make recommendations for the necessary replacement, repair and renovation of the club premises.

This would incorporate a proper preventive maintenance procedure and the implementation of energy saving measures.

Negotiate contracts with suppliers, contractors and other parties in connection with the operation of the club to achieve the optimum conditions for the client.

Risk Management

Provide guidelines, procedures and systems to ensure that the club is correctly looking after health and safety risks, hygiene and personal injury requirements, as well as security and crisis management issues.

Capital Improvements

Present recommendations and proposals to the client for development of the club facilities which would be appropriate for the club’s growth, profitability and image.

Activities Programme

Organise and coordinate a full programme of activities for the members and their guests, thereby maximising the use of the club facilities and providing the full value to the members.

This would encompass proposals to the client for events and occasions that would create significant exposure for the club and assist with its market positioning.

Publicity and Public Relations

Responsibility for the promotion of the club both internally to the members and externally to the community to develop the awareness and the positioning of the club.

This would include newsletters, brochures, advertising (where appropriate) and publicity materials – all developed to enhance the club identity.

International Affiliations

Establish and maintain international affiliations with local and overseas clubs and resorts, ensuring that such affiliations are compatible with the aspirations of the club membership.

Finance Services

Accounting Procedures

Maintain proper accounting procedures relating to invoicing, purchasing, payroll and the general accounts for the club.

Assets Management

Maintain internal control measures and information systems to safeguard the assets of the club and to ensure the efficient operation of the club.

Operational Statements

Prepare and present monthly operational statements showing the gross revenues and results of the club operations, incorporating a review of the operations related to the financial budgets for the club.

Banking and Credit Systems

Develop adequate and proper banking procedures and policies to ensure the security of the club funds and to maximise the benefits from those funds. This would also include credit control systems to minimise the risk of bad debts.

Financial Budgets

Prepare annual budgets for the club and monitor the performance of the club against these budgets, including ensuring that the cash flow provisions for the club can be adequately covered.

These detailed forecasts for the club operations will form the basis for the annual operations and are an important procedure for the client and the management company.

Taxation

Preparation and filing of all tax declarations relating to the club and its operations.

Purchasing Policies

Implementation procedures and controls for the acquisition of all stock and merchandise, including negotiating and dealing with all suppliers and vendors to ensure the best pricing and terms for the operation.

Personnel

Staff Recruitment

Engage the personnel for the club’s operation, varying the requirements based on the efficient and effective operation of the club.

Determining the terms of employment, levels of remuneration, benefits and working conditions of personnel in line with industry standards and the financial budget for the club.

Training Programmes

The development and implementation of training programmes geared towards staff retention, productivity and the implementation of new procedures.

This would ensure individual growth and internal promotion aimed at the long-term development of superior human resources within the operation.

Personnel Records

Maintenance of personnel files and records for all personnel to ensure that conditions of employment are being fulfilled in accordance with local legislation and codes of practice.

Monitoring and appraising employees’ ability and performance in all aspects of their work.

Interim Manager Services

In the course of normal business, the upper layers of management may become indispensable even for a short period. In the club,  spa and leisure industry today, industry best practice may not allow enough additional resources to cover necessary breaks in the yearly calendar such as annual leave. Emergencies such as bereavements or personal injury or sickness can devastate a business – particularly in extremely competitive markets and in remote locations.

The sudden permanent loss of top management for any reason causes a dilemma as the search and recruitment process for the right talent to replace specialist staff can take over 6 months in some cases.

Consequently, interim manager services inserts a specialist into a situation to ‘hold the fort’ and maintain stability in the business until adequate replacements are found or the gap has been bridged. This may be on a planned calendar to cover annual leave or on an emergency basis.

Physical Facility Reviews/Audits

There are three aspects to physical assets or facility ‘hardware’;

• Original design layout and space allocation, flow of traffic and selection of finishes

• Maintenance of the hardware over time – including preventive maintenance

• Expansion or remodelling requirements to respond to current market requirements

Reviewing and analyzing these in the context of each other can produce a facilities road map that can help to keep the facilities current.

Such an audit can also assist in avoiding sudden requirements for capital injections that can cripple the business. An assessment of capital replacement reserve status and additional funds to be set aside relieves pressure and anxiety on management – leaving the staff to focus on service delivery standards.

Management Reviews/Audits

To maintain high standards, it is often useful to have an independent review of current management practices. This ensures industry benchmarks being maintained yet it can also be a way of introducing new contemporary ideas and policies etc to a business.

A planned and assisted Management Review is a constructive way for the management team to self-evaluate and set short-term and medium-term goals – for their department and for themselves personally.

This should be a two-way procedure where the management staff be make known of their expectations from the employer and for their career.

Another alternative is to engage a ‘mystery shopper’ to  experience, study the facilities and services on hand, produce a report, and plan for remedial action together with targets and milestones on a timetable.

Systems & Standards Reviews

Whereas the bricks and mortar, fixtures fittings and equipment of a leisure facility are very important in maximising the best facilities and services to be consistently delivered to the user . The systems and standards, policies and standard operating procedures, can differentiate two facilities with the same hardware. The ‘firmware’ can be altered and improved with very little or no investment or capital outlay. Yet the difference perceived by the user can be remarkable.

Staff Audit and Appraisals

In the same way that the ‘hardware’ and “firmware’ play their relative part in the service delivery process, the ‘software’ investment is not only the most crucial – it is by far the most difficult to get right – particularly in countries where the standards of hospitality are not so mature.

Joint Venture Team Formation

In the increasingly complex world, we find ourselves more sophisticated ways that are constantly sought to creatively combine resources efficiently to gain an edge. Sometimes this involves joint venture formations that necessarily span different countries, cultures, legal platforms and banking rules.

Creating a fair and equitable JV in such trying circumstances can be problematic and without due care and diligence may not be long lasting. International Leisure Consultants have built a solid platform of expertise and wisdom in this area around the Asia Pacific region.