Feasibility & Market Studies

HFD has designed a unique and detailed feasibility and development analysis software program. This one-of-a-kind program has proven to be a significant asset in helping our clients make sound business decisions.

Using this program, along with our other resources, HFD thoroughly examines, evaluates and forecasts the viability and proper positioning of the spa venture via:

  • Site analysis and evaluation
  • Market research
  • Comparable market analysis
  • Determination of highest and best use
  • Recognition of trends and opportunities
  • Utilization and demand forecasts
  • Facility planning
  • Start-up and operating expense projections
  • Identification of revenue sources
  • Payroll expenses and staffing forecasts
  • Financial projections and budgets
  • Critical path development and analysis

Concept Development

Every project needs a competitive edge and a personality. Concept development must be market-driven. Whether you cater to people on an ala carte basis, half and full day packages or multi-day packages, you need to offer something that provides an experience for each guest.

With a focus on identifying the market niches and understanding the objectives of the owner/ operator, HFD:

  • Establishes the concept and mission
  • Defines the spa experience
  • Selects the appropriate types of and prices for spas services and activities
  • Designs marketable packages for leisure and conference guests, people in the community and members
  • Analyzes membership potential
  • Creates membership packages
  • Suggests the spa cuisine options
  • Determines the retail opportunities

Facility Planning

It is essential that the spa is planned to create not only an environment that allows the guests to recharge, relax and rejuvenate, but also one that provides for operational efficiency. Spas must be designed to be functional today, while flexible enough for tomorrow's modifications and expansion. Whether it's a renovation or new construction, HFD:

  • Evaluates site plans
  • Determines the number, size and type of each room and area
  • Plans the conceptual flow pattern
  • Documents the functional, environmental and performance needs
  • Works with the architects and contractors from concept to completion
  • Specifies the FF&E items, vendors and prices
  • Gives direction to the interior designer on quality, quantity and type of finishes and furniture including signage

 

Equipment & Product Selection

HFD specifies all the body, skin, bath, fitness, beauty and salon equipment and products that are not only used in the spa, but also sold in the retail shops. We have strict criteria in terms of quality, guest appeal, durability, price, service and retail potential. Since HFD does not accept "referral fees" from vendors, we are able to maintain integrity and provide objective choices for our clients.

HFD is able to:

  • Specify the equipment including price and quantity
  • Analyze the cost-effectiveness of professional products and their impact on retail potential
  • Recommend the products and supplies to be used by the treatment professionals and sold in the retail shops
  • Determine the most reliable, service-oriented vendors
  • Create retail and mail order opportunities
  • Work with the manufacturing company to develop a "signature" line
  • Work with the software company to implement a system for facility management, scheduling, accounting, inventory and point of sale

 

Marketing Strategies

Since guests use spas for many different reasons, it is essential that the spa has a philosophy, personality, facility and program that is compatible with their needs, interests and expectations.

In order to plan and operate a spa which will exceed the guests' expectations, HFD:

  • Conducts market research on consumer profiles, demographics, depth, trends and directions
  • Develops strategies to attract the desired market via travel agents, advertising, public relations, media resources, etc.
  • Collaborates on the design of collateral materials, spa brochures, videos, special events and programs
  • Qualifies and quantifies effectiveness
  • Trains all staff as in-house marketing resources

Staffing

The spa business is one that centers around people and personal service. Since the spa staff are such an important asset, it is essential to recruit, hire, train, motivate and retain those people who can "touch" the guests by creating a memorable experience for them.

In order to assure its clients of having well trained and professional staff, HFD:

  • Develops job descriptions
  • Provides staffing forecasts and scheduling systems
  • Determines payroll, salary and incentive programs
  • Recruits, interviews and recommends top level management
  • Trains and cross-trains staff
  • Conducts performance evaluations

Operations & Management

A well-designed and implemented system enhances not only the guest experience but also the marketing and financial potential of the spa. The staff need to know how to excel in their performance and anticipate the guests' needs.

When the spa is part of a resort, vacation ownership property, health club or residential/country club development, HFD conducts training programs for all other personnel so that the spa is an integrated, compatible department within the entire operation.

HFD assists its clients in operations and management by developing and/or implementing components such as:

  • Operating procedure manuals for every facet of spa operations
  • Pre-opening training programs
  • Staff evaluation procedures
  • Operational reviews
  • Detailed business plans
  • "Shopper" services
  • Management consulting
  • On-site, day-to-day management services
  • Collateral information for guests
  • Guest pre-arrival and orientation programs
  • Guest comment cards
  • Focus groups and surveys on guest satisfaction

 

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Health Fitness Dynamics, Inc.
1305 N.E. 23rd Avenue, Suite 2, Pompano Beach, Florida, U.S.A. 33062
Phone: 954-942-0049 - Fax: 954-941-0854
E-MAIL: hfd@hfdspa.com