SERVICES for HOTEL GROUPS & HOTEL COLLECTIONS - Corporate Level |
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As well as our work with individual Hotels of distinction, Howard Consulting is also engaged as an Independent Consultancy advising at corporate level across a hotel's portfolio, creating unique Spa Concepts, Strengthening brands, Design Control Documents and Operational standards that typify the essence of the hotel portfolio and brand globally.
The company is currently assisting the prestigious Armani Hotels & Resorts with the creation of their unique Spa concept, design assistance and pre-opening services for it's portfolio of properties due to open from 2009 onwards. Howard Consulting are also Global Spa Consultants to JMJ Hospitality representing hotel property owners overseeing all aspects of Spa development around the World. JMJ Hospitality own a number of the Rosewood Hotel properties around the World. Howard Consulting have also overseen the development of Spas for The Dorchester Collection assisting with the Spa concept, design assistance & advice across the collection's portfolio. Furthermore, prior to creating the consultancy company, Neil Howard was responsible at corporate level for the concept evolution of up to 78 hotels across a hotel's portfolio.
The Service that Howard Consulting offer a Hotel Portfolio is typically:
Representing the Spa Division or Setting-Up a Spa Division • Over-viewing a Hotel's Spa portfolio for change & improvement • Design Control Documents • Minimum Standards • Urban Spa & Resort Spa Models • Feasibility of Models • Unique Spa Concepts • Selection of Spa Designer • Spa Branding • Own Label Product development in conjunction with premier brands • Training & Development Programmes • SOP Manuals • On-Going Support Programmes • Spa Amenity Programmes • Spa Retail Models & Design • Selection of Appropriate Spa Brand Suppliers • Treatment Menu Design • Market Positioning, Niche & Differentiation • Management Consultancy • Service Audits & Reviews • On Going Development •
Our following services 'Services - New Projects' can be tailored to combine with the above services in the development of each spa within new or refurbished properties.
SERVICES - New Projects
Generally, new Spa projects require a program consisting of the following Modules. Howard Consulting provides a seamless continuity of support addressing all the tasks required to create and launch a new Spa.
Attention to detail is always ensured. Profitability, practical operational solutions, strong concepts, spa presentation, and the guest journey are paramount in all decisions made by the company to create a Spa that is truly exceptional in an increasingly competitive environment.
Module 1 (Market & Positioning, Objectives, Concept, Scheme, Layouts, CapEx, Profitability)
Purpose: Assists the creation of a scheme for planning permission, justification or approval. Forms a solid foundation for the creation of a Spa
Review the Client's Objectives • Determine site restraints, opportunities & unique or indigenous characteristics • Review Competitors • Review Local Demographics • Agree the Spa Concept • Propose an Outline Spa Service Menu & Treatment Menu • Propose the Schedule of Areas • Submit Room Environment Brief • Submit Room Relationship Diagram • Propose the Spa Operating Philosophy & Concept • Refine, evolve & enhance spa layouts with the Architect • Submit Specialist Spa CapEx estimate • Produce First Draft Spa Operational Projections • Define SWOT & Fact Sheet for Sales Team
Module 2 (Design Guidance & Accommodation)
Purpose: Assists designers & architects with specifications & detailed design
Submit Room Specifications & Minimum Standards for all room spaces • Specify Thermal Suite & Hydro Pool experiences • Propose fitness equipment layouts • Advise on the operational implications of interior design schemes, lighting schemes, ceiling layouts, A/V, sound/noise, mood & finishes, couch & lounger dressing/presentation • Water requirements, drain locations & plumbing requirements for specialist equipment • Air handling/air temperature ranges • Locations of input & output vents • Small Power requirements & locations • Lighting Requirements to achieve the desired environment, programmed scene-sets, flexibility & location of switching, lighting moods, natural daylight, views • Audio & Visual requirements • Vision, visuals, depth of vision, sight lines • Ceiling Layouts, inc grills, smoke detectors, speakers, emergency lighting & signage, access panels etc • Operational issues with choice of loose furniture, walls, flooring • Positive/Negative Sound i.e. door closures, absorption of negative sound, encouragement of positive sound • Empathy of each space with the overall concept and mood • Operational practicality of finishes & fixtures • Guidance in the development of cabinetry & millwork drawings to accommodate necessary specialist equipment & supplies • Recommendations for compatible spa software • Critique, evolve, refine & approve room arrangement & fixed furniture drawings • Monitor on-site progress according to spec's • Advise on guest guideline Signage •
Module 3 (Spa Retail Design……….by Fieldwork)
Purpose: Enhancement of secondary spend on retail resulting in very significant gains in operational revenues
Typically the retail area within a Spa is given a secondary status; is considered late or of minimal priority in the planning process, and most importantly is not designed by specialists who understand 'brands' or how to maximise retail sales through design. Retail can deliver less than 10% of treatment sales or can equal treatment sales! By informative retail design and training, the operator can ensure maximisation of retail sales with a potential of doubling overall turnover! Howard Consulting recognise the commercial advantage of providing a focus to this area and for this reason work alongside the specialist company 'Fieldwork'.
'Fieldwork' are professional experts in presenting brands at the highest levels, in understanding brand values, maximising product presentation, and managing the whole retail design, construction & installation process.
'Fieldwork' possess years of experience with assisting well known lifestyle brands…..and in this process understand completely the sales concept deployed by many successful premier brands in the World today.
This module identifies the location possibilities for retail areas, operational considerations, establishes the design parameters and develops an appropriate concept through to final design.
'Fieldwork' in conjunction with Howard Consulting, the Spa Architect/Designer and M&E consultants offers the following service:
Embrace the overall Spa concept for the integration of retail • Identify and explore possible retail locations within the customer journey suggesting imaginative alternatives • Explore brand values, hero products, categories, number of sku's, preferred hierarchy of the products, ambience appropriate to the brand ¦ Work within one of 3 design concepts (a) a design strongly influenced by the Spa theme, or (b)a unified framework approach where both the brand (& multiple brands) work within a blend between the spa theme & brand theme, or (c) a design that is strongly influenced by the brand • Dependant on the design concept, negotiate a financial contribution from the brand • Establish the appropriate balance between tester product, display product and sales consultation • Consider security & staffing implications of display options ¦ Submit a Preliminary Retail Concept, mood board, computer generated impressions, sample CAD plans, taking into account merchandising, glorifying, testing, gifting & gift wrapping areas, seductive sales consultation areas, accommodating brand imagery/communication, immediate access to samples, lighting, product security, stock storage etc • Present refined concepts based on preferred ideas resulting from the Preliminary Concept and subsequent presentations • Present the final design with detailed plans • Liaise with the project manager, M&E specialist, architect and designer with regards to lighting, power & ventilation requirements • Supply a drawing pack • Commission specialist suppliers on behalf of the client i.e. specialist joinery and furniture • Monitor fabrication and act as 'the guardian of the visual Concept •
Module 4 (Source Spa & Skincare Brands)
Purpose: To select an appropriate brand to provide; a 'point of difference', enhance PR opportunities; represent the spa concept; share the Hotel's values & market position
Howard Consulting have a proven track record in partnering premier brands with premier hotels with the result of increasing the profile of both the Hotel & Spa.
Howard Consulting assists in negotiating the terms according to a 'tried & tested' Agreement format, with full knowledge of all potential benefits that spa brands are generally capable of offering a Spa operation.
Agree the Brand's ideal specification • Research brands for appropriate treatment menus, bespoke treatments & flexibility in adapting to the Spa's particular requirements • Present a short list of desirable brands that best suit the Hotel & Spa Concept • Propose the content of an 'outline agreement' with the brands based on past successful formulae • Search; hold meetings with distributors; introduce to the Resort operator & negotiate the items listed in the 'outline agreement' • Present to the Resort operator brands interested in a partnership • Detail all agreed services, supplies, treatment menu's, opening orders, marketing & PR, support, training and submit to both the Hotel operator and brand distributor • Co-ordinate and guide the formation of a joint PR and Sales & Marketing Plan •
Module 5 (Operational Pre-Opening, Bespoke Spa Training & Operational Manuals)
Purpose: Prepares the Spa for Operation
Provide a detailed Specialist Loose Equipment Schedule • Submit 'Cut Sheets' for all specialist equipment with detailed specifications and the specific accommodation requirements within the room • Submit a Procurement timetable according to different deadlines (installation, training, pre-opening) • Create, refine & detail the wording & content for the spa service & treatment menu • Create spa programmes, rituals and in-house treatments • Source local suppliers of outsourced services specific to the Spa • Assist in the creation of a pre-opening budget • Provide a schedule of guest supplies & consumables • Provide an opening schedule of professional (treatment) & retail products according to the brand selected • Assist in the pre-opening S&M Plan • Assist in setting-up pre-opening sales response • Refine the 5-Year P&L • Advise on required licences • Check content of all spa collateral • Format operational forms • Review the control of payments & product accessibility/security ¦ Create manuals for procedures; SOP's; preventative maintenance & specialist cleaning; Spa employee manual; Treatment manual; Health & Safety Manual • Advise on uniforms • Provide Person Specifications & Job Descriptions ¦ Propose remuneration packages, salaries, commissions & incentive schemes • Create a recruitment schedule according to a pre-opening training schedule • Propose the Spa training schedule & timeline • Assist in recruitment & selection • Arrange training with the spa brands •
Module 6 (Familiarisation & Training of the Spa Manager and Treatments Manager)
Purpose: Hand-Over of Spa Concept, Operating Philosophy, Market Position, Targets, Standards, Objectives to the Key Spa Personnel
A senior consultant of Howard Consulting shall arrange and conduct the familiarisation of the Spa Concept, Operation, Pre-Opening Plan and Setting of Standards for both the Spa Manager & Treatment Manager during the pre-opening period ensuring that both key employees are thoroughly briefed with regards to:
the product • budgets • targets & objectives • standards • market • staff structure • local & spa culture • the pre-opening status • the spa & hotel concept • the hotel layout, content & key personnel • personnel and company representatives that will provide services to the Spa • the local area • each employee is comfortable, organised and has a very clear vision of their responsibilities and required pre-opening tasks within their new surroundings. •
Module 7 (Spa Service, Standards & Product Training)
Purpose: Spa Operational Training
5-Day Training Course in - Best Practices • Personal Presentation • General Wellbeing • Guest Contact Skills • The Guest Journey • Spa Reception & Reservations • Retail Recommendation Programme • Spa & Resort Map & Spa Tours • Spa & Service Menu • Dry Runs • Cross Training with Key Resort Personnel •
Module 8 (Soft Opening Programme)
Purpose: On-Site Preparing for Day 1 of Operation. Refinement of all Procedures & Standards
8-Day Training Course in - Operating Equipment delivered, in place & working • Hygiene check • H&S check • All rooms are 'dressed' correctly • All guest supplies, ambience accessories, professional product, retail display and stocks are in correct place • Check all M&E is operating correctly • Staff dress rehearsal • Rota finalization with staff • Refinement of Procedures • Q&A Session with Staff • Dry Runs in Spa Tour, Membership Tour and Guest Journey • Conduct and organize Dry Runs on Invited Guests • Refine & correct in-place items • Refinement & correction from Dry Runs
SERVICES - Spas In Operation
Spa Management Consultancy
Our Management Consultancy service is tailored to the specific needs of the Spa. The support and knowledge that Howard Consulting offers exceeds that possessed by a single Spa Manager enabling the Spa & Spa Manager to perform to higher levels.
Support consists of:
1. Management Support & Direction - via visits, telephone conference calls, modem link, and audits
2. Spa Manager Safety Net - provide continuity if the Spa Manager moves on
3. Business Reviews & Support - via visits, analysis & reports that consider financial information with PR, Promotional, Sales & Marketing initiatives
4. Financial Analysis - analysis of spa performance indicators, fast-tracking & supporting business improvement decisions.
5. Service Audits - Mystery Guest Audits and Operational Assessment Surveys
6. Treatment Menu Analysis - monitoring treatment sales segmentation suggesting changes to menu's, packages & promotional concepts based on sales and customer type.
7. PR & Marketing - working closely with the hotel's relevant departments and agencies imparting specific knowledge & direction of spa promotions
8. Maximising Spa Brand Performance - Liaising with spa brand distributors monitoring their support & performance.
9. Training & Development - instigating & monitoring spa specific appraisal, training, certification & development programs for all spa personnel
10. Recruitment - Assisting with appropriate recruitment to enrich service delivery, and on-going recruitment needs
11. Training Manuals - Create & update the 5 key manuals designed to establish qualitative spa procedures, the highest spa standards, efficient spa procedures and maintain tight budgetary control - all focused on maximizing the business.
12. Finance - Howard Consulting reacts to live on line modem links concerning reservations, revenues & staff rotas assisting with optimizing income, as well as submit monthly reports and implementation programs addressing the areas requiring improvement. Monthly 'actual' versus 'budget' figures are also analyzed and actions suggested.
13. Health & Safety - Howard Consulting shall establish H&S procedures,, constantly reviewing and maintaining standards.
Improving Spa Operations
Choose from one of the 3 following Key Services:
Mystery Guest Audits
One of the most effective ways to test your hotel's current spa performance is via professionally conducted Mystery Guest Audits. Howard Consulting have been involved in assessing Spas on a National basis being selected as a Judge for the prestigious 'Annual Professional Beauty Awards'. A mystery guest audit will benchmark your Spa Nationally and against the vast exposure to Spas in the international and national market that Howard Consulting is very familiar with.
Hotels classically believe they have this service already covered by the AA, RAC, GAP or similar hotel provider,, however the expertise of these organizations lies more with the hotel's traditional core services. We believe we judge a Spa's performance on a vastly wider and deeper basis through the eyes of specialist Spa consultants.
Health & Safety Audit - assisting the operator comply with Health & Safety law, creating a safe working environment
Howard Consulting possesses specific operational expertise in the management of Health & Safety within Spa's, holding a recognized qualification enabling the assessment of current operations and the set up of new operations and premises. We can assess the Spa's Health & Safety status and devise an action plan ensuring compliance with Health & Safety law and local authority legislation. We will, at the point of opening a new operation or premises assist and advise with the implementation of Health & Safety statements, risk assessment, policies and procedures and subsequent training as required, providing manuals to provide a comprehensive approach mindful of the needs of the business.
Support can include:
1. Assessment of Health and Safety status, physical product and paperwork
2. Preparation of an Action Plan to ensure compliance with the law and best practice
3. Identifying recognized H&S training requirements for key personnel
4. Preparation of a H&S Statement
5. Assistance with Risk Assessment
6. Assistance with Hazard Spotting
7. Creating H&S policies & procedures and subsequent training
SPA Improvement Programs
A Spa Improvement Programme can take on various styles. It can be aimed at service levels; analyse financial potential; or identify market positioning with a view to change.
Firstly, a Spa operation must identify their specific need. Service standards is often where we start. This can be achieved through Mystery Guest Audits or overt Operational Audits. Ideally, there should be an on-going Appraisal, Training & Development Program in place that regularly self-checks performance of the Spa and individuals. If not, Howard Consulting will assist in establishing this program, or can supply any of the following popular training modules:
1. Understanding Spa Financials
2. Spa Sales & Marketing Plans
3. Financial Reviews & Implementation of Improvement - for the benefit of the Hotel & Spa
4. Introduction & Implementation of a Spa Personnel Appraisal, Training & Development Program
5. Improving Retail Sales
6. Improving Treatment Delivery
7. Improving & Enhancing the Spa Journey
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