ADVERTISEMENT PROMOTION
CONCEPTUALISATION
Translating clients’ wish lists into a viable scheme that’s well conceptualised from the start is a fundamental part of the Alliance Leisure process. Commercial director Paul Cluett explains the approach
What does Alliance Leisure see when confronted with a tired old leisure centre that needs help? We see space, opportunity and capacity to generate new and improved revenues from activities which have a greater relevance to local communities You’ll probably hear me say this more than once, but we’re dedicated to recognising the art of the possible, and making it a reality for clients. We view the physical space in an
objective way, carving it up and planning every sq ft in the most effi cient and fi nancially viable way, whilst staying true to the objectives of providing facilities to all sections of the community. But we also look to create inspiring
spaces within these parameters. Clients may be wary at the beginning, constrained by preconceptions. It’s our job, through on-the-ground research
Follow the series
1. Scoping / Investigation 2. Conceptualisation 3. Viability assessment 4. Full feasibility 5. Site investigation 6. Fixed price contracts 7. Overseeing the building work 8. Ordering phase 9. Client support
and conceptualisation, to show them an exciting yet practical way forward.
How do you begin to conceptualise a leisure scheme? After an initial meeting we’ll go off to start a desktop scoping of the project, such as looking at demographics, commissioning a latent demand report, conducting a mystery shopper, etc. For the visuals, we’ll develop a block plan, which is similar to a mood board, with different layers of imagery and statistics, to start to give a much clearer idea to the client of what they could have.
Is this the point where you really get to ‘wow’ the client? It would be very easy at this stage to give a really show-stopping presentation,
CASE STUDY – Ramsgate Leisure Centre, Thanet
of Ramsgate Leisure Centre in partnership with Your Leisure, Thanet District Council and lead contractor ISG – was completed in July. Commercial director Paul Cluett
O
says that Alliance Leisure’s early input and ideas for re-orienting the scheme helped maximise revenue-generating options for the client. He says: “Initially it was thought the
pool would be located in a different position, but this limited the capacity to add in the revenue generating elements (spa/spinning/toning), as the solution they fi rst considered was
ne of Alliance Leisure’s latest redevelopment projects – a £4m extension and refurbishment
focused on just replacing the pool. But once we got involved, the project was refi ned over time, and the end result was a consequence of great collaborative working between our team and the Your Leisure.” The end location of the
redevelopment is actually close to residential (one of the reasons the client had at fi rst dismissed it as a location). But by clever design to ensure reduced massing and visual impact on neighbours, Alliance’s vision facilitated a successful scheme. Cluett adds: “The conceptualisation
allowed us to introduce the revenue generating elements, without which, the scheme could not have gone ahead as the subsidy would have increased.”
46 Read Health Club Management online at
healthclubmanagement.co.uk/digital
The transformation of Ramsgate Leisure Centre incorporates new revenue generators
displaying all the amazing things a client could have in their project. But we always start from the realistic viewpoint of what they can really afford and then conceptualise possible schemes from there. The last thing we want to do is take clients too far down a path before they realise they can’t afford to go through with it.
How is your visualisation package used at this stage of the process? Obviously we intend it to inspire the client, some of whom might have been a little sceptical about our proposals up to this point. It’s not just to show them how a finished scheme might look, but demonstrate in real terms how it will work along the way, how it will be funded and delivered. That said, the visuals we put together can have a powerful and persuasive
October 2013 © Cybertrek 2013
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92