Spa Capability Statement

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					                                    Spa Capability Statement
                                                by Spa Developments
                                       A division of Georgeson Group




ABU DHABI | BOCA RATON | DUBAI | EDINBURGH | GLASGOW | GRAND RAPIDS | LONDON
CONTENTS




1   About Us


2   Creating a Spa


3   Our Roles and Relationships


4   Our Services


5   Projects at a Glance


6   Featured Case Study


7   Work


8   Client List


9   Contact




                                  2
1. ABOUT US

The Spa Developments team comprises some of the leading spa designers, specialist
consultants and professional relationship managers from around the world. Individually
we are talented, experienced, passionate and driven. Collectively we deliver success for
our clients on each and every project.

Our collaboration of over forty designers and consultants continues to grow rapidly, with
team leaders in the US, UK and UAE building an extensive network that allows us to
serve an increasing number of clients internationally.


                    Alan Georgeson

                    Alan has spent his entire academic and business           NAD and LAD (all Spa Services – feasibility
                    life stimulated by the world of commercial business.      and consulting, design, support services)
                    Alan first built an industry-leading office interiors
                                                                              Georgeson Group (Spa Development)
                    business over 20 years before applying his high-
                                                                              Suite 640
                    level knowledge to a more diverse range of sectors.
                                                                              4855 Technology Way
                    These sectors (leisure, wellbeing and commercial
                                                                              Boca Raton
                    offices) are embraced by Georgeson Groups
                                                                              FL 33431, USA
                    expert integration of business and design solutions.
                                                                              Alan Georgeson (Partner)
                    In addition to a traditional focus on major projects      Tel:   561 241 3433
                    and property developments, this respected                 Fax: 561 241 6433
                    entrepreneur is passionate about introducing              Mobile: 305 393 5230
                    practices to advance learning within the wellbeing        Email: alan.georgeson@georgesongroup.com
                    industry. He also offers exciting opportunities for
                    people to enter and learn within this sector and
                    understand the evidence-based design process.



                    John Patience

                    Throughout John’s academic and business career,           AP and EAME (all Spa Services – feasibility
                    he has been involved in the creation of experience        and consulting, design, support services)
                    buildings for the leisure market. As an architectural
                                                                              Georgeson Group (Spa Development)
                    graduate of both Robert Gordon’s University
                                                                              Suite 203
                    in Aberdeen and Dundee Art School he has a
                                                                              Al Yamama Building
                    particular interest in designing stimulating interiors.
                                                                              15b Street
                    Passionate about the importance of design, he             Karama
                    believes that architects and interior designers can       Dubai, UAE
                    make a significant difference to our lives by creating    PO Box 22982
                    places of distinction. In designing tomorrows iconic      John Patience (Partner)
                    spa’s for discerning global clients, John believes        Tel:   00971 4 357 2570
                    that Georgeson’s offering is unique. This is reflected    Fax: 00971 4 357 2580
                    in the ability to create outstanding spa experiences      Mobile: 00971 50 589 6561
                    that support exacting business.                           Email: john.patience@georgesongroup.com




                                                                                                                            3
 2. CREATING A SPA

 Spa Developments understands that developing a spa is the fusion of a
 complex range of influences – from geographic to cultural, building to business,
 philosophy to products and the process of assimilating the key factors and
 creating a robust brief will determine the success of the project.

 The principal activities are to first define the brand, assess the market potential
 and revenue opportunity, consider the influence and limitations (or opportunities)
 of the building site and then create a brief for the project.

 Identifying that the process is about designing a business into a building with
 due regard for operational revenue as well as aesthetic considerations,
 a concept can be created that will define a clients aspirations.




 THE PROCESS – INFLUENCES

                     BUDGET                               LOCATION
       defined or developed                               city, destination, resort
          DEMOGRAPHICS                                    CULTURE
geographic, economic factors                              people, theme,
     REVENUE POTENTIAL                                    historical references
       utilization, facility size                         BRAND
              COMPETITION                                 identity, feel
              position pricing,
               mix of services                                       PLANNING CONSTRAINTS
             market potential,                                       access, area, views
                  capture rate                                       NEW OR EXISTING
                                                                     mixed use

   SERVICES & FACILITIES BRIEF
                     spa philosophy,
  operational flow, customer journey                                   COST CONSULTING
                                                                       detailed budgets,
                                                                       sales analysis, cost review,
                 STAFFING
                                                                       OPERATION COSTS
         structure, training,
                                                                       purchasing, projections
                recruitment
                                                                       profit and loss forecasts,
              MARKETING
  PR, advertising, graphics
          SPECIFICATION                                      DESIGN
       menu development,                                     outline proposals, 3D images,
product recommendations,                                     detailed layouts, finishes
                IT systems,                                  PROJECT MANAGEMENT
        standard operating                                   budget information, services,
                procedures                                   coordination, construction
                                                             information, specifications




                                                                                                      4
3. OUR ROLES AND RELATIONSHIPS

The Georgeson Spa Developments integrated team of 4 disciplines, business
consultancy, interior design, operational support and procurement and logistics
support provide an informed link between operator and developer from
inception to opening.


In association with an operators spa team, Georgeson will develop a brief (or
brand) which the interior designers implement as part of a project team.


These relationships form a golden thread from concept to completion, with
Georgeson understanding both the dynamics of the business & the influence
of interior design. Ultimately, focussed on creating a successful spa operation.




                         PROCUREMENT MANAGEMENT




                                                                                   5
4. OUR SERVICES

From creating the concept and schematic design, to the development of
construction information with the appropriate budget and programme constraints,
our spa division performs these specialist activities paralleled by revenue
development and pre-opening operational planning and implementation.

CONSULTANCY

Market research
Concept and philosophy development
Financial modelling
Operational support


DESIGN

Site assessment and feasibility
Conceptual development
3D modelling
Schematic design
Detailed design and specification
Tender and construction management
Budget preparation
Project management
Site supervision


BRANDING

Define the positioning
Create an identity
Implement brand mechanism


PROCUREMENT

Project Management
Procurement Consultancy (FF&E)
Product sourcing
Value Engineering




                                                                                  6
5. PROJECTS AT A GLANCE

Following are several examples of our spa successes:

International American Hotel Group – Dubai
Appointed as spa consulants and interior designers in 2007. Project under construction.

Middle East Hotel Group, Bahrain
Commissioned as spa interior designers as sub-consultants to DSA (International Hotel Design
Architects) to design a hotel and resort spa. The development is currently at detailed design stages.

Landmark Tower, Abu Dhabi
Appointed as Lead Consultants for spa and fitness facilities as part of an International team,
project currently at conceptual design stages.

Middle East Hotel & Spa, Kuwait
Appointed as spa interiors designers alongside SOM Architects to create a luxury hotel
branded spa of 3500 sq m, project is currently under construction.

Plaza Atheneé, Paris
Responsible for creating a spa concept within the confines of the hotel basement.
The unique architectural interior created a chic spa to enhance the existing cache
of this historic establishment.

Pestana Hotels & Resorts, Madeira
Extensive feasibility study for a luxury Portuguese Hotel Group to enhance the positioning of the
property in Madeira.

De Vere Deluxe, Scotland
Commissioned to lead the development process for De Vere’s flagship spa on the banks of Loch
Lomond. Responsible for developing the spa concept, interior design through to operational set up
and spa opening, estimated project value £10m. Opened 2007

Wellness Spa Resort, International Hotel Group, Dubai
Unique wellness, medical diagnostic and medical aesthetic, spa resort with associated fitness facilities

Hotel and Resort Spa, International Hotel Group, Abu Dhabi
2500m2 beach Front Resort with Spa and fitness facilities with external hydro and thermal experiences
and yoga pavillion

Starwood Resort, Ireland
Appointed to complete a feasibility study and conceptual design for a medical spa resort.
The project is currently at tender stage.

International Hotel Chain – US
Appointed to create and develop a global spa brand across 50 properties,
Roll out of spa brand 2009 – 2011

The Brighton Grand, England
Commissioned as interior designers and spa consultants to create a 5 star hotel and day spa within a
historic listed building for the UK’s leading deluxe hotel chain. Project is currently under
construction, estimated value $10m.

Royal Caribbean Cruises
Appointed as spa concept designers for Project Genesis – The world’s largest Cruise Liner.


                                                                                                           7
6. FEATURED CASE STUDY – CAMERON HOUSE, LOCH LOMOND

Commissioned to lead the development process which resulted in the creation of
De Vere’s flagship spa facility in Loch Lomond, Scotland. This 3,800m2 spa is
situated on one of Scotland’s most stunning locations and based around a spa
philosophy which reflects its unique and natural location, estimated projected value £10m.


As interior designers and spa consultants on the project Georgeson’s spa division
were involved in the project from the initial concept, providing a full interior design service
and operational set up to opening.


Responsibilities included conceptual design and origination, detailed design and technical
specifications, management of specialists, furniture and equipment
supplies, operational set up, including marketing strategies, treatment and
menu development, recruitment and training.




Facilities include:
17 treatment rooms
Couples suite with private balcony
Rasule chamber
20m indoor swimming pool
Indoor hydrotherapy pool
Outdoor hydrotherapy pool on the roof top terrace with stunning views to Ben Lomond
Thermal and hydro experiences
Relaxation room with outdoor balconies
State of the art technogym
Retail
Spa dining




                                                                                                  8
7. BRANDING WORK


                CREATING A SPA BRAND

                       spa concept
              spa name (s) >> logo direction
          design concept – urban and resort spas
                     area summaries
                    treatment direction
                product recommendations




                                                   9
CONSULTING WORK


                  FINANCIAL PROJECTIONS




                    MARKET ANALYSIS




                  EQUIPMENT SCHEDULE




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DESIGN WORK – CONCEPTUAL




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DESIGN WORK – CONCEPTUAL




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DESIGN WORK – CONCEPTUAL




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DESIGN WORK – CONCEPTUAL




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DESIGN WORK – CONCEPTUAL




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DESIGN WORK – CONCEPTUAL




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DESIGN WORK – CONCEPTUAL




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DESIGN WORK – ELEVATIONS AND LAYOUTS




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DESIGN WORK – ELEVATIONS AND LAYOUTS




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DESIGN WORK – ELEVATIONS AND LAYOUTS




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DESIGN WORK – ELEVATIONS AND LAYOUTS




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DESIGN WORK – ELEVATIONS AND LAYOUTS




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DESIGN WORK – ELEVATIONS AND LAYOUTS




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DESIGN WORK – DETAILS AND SCHEDULES




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DESIGN WORK – DETAILS AND SCHEDULES




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DESIGN WORK – IMAGES




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DESIGN WORK – IMAGES




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DESIGN WORK – IMAGES




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DESIGN WORK – IMAGES




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8. CLIENT LIST

Accor Hotels

De Vere Deluxe Hotels
Jurys Doyle Hotels
Fairmont Raffles International Inc.
Hilton Hotels & Resorts
IHG
Jumeirah International
JW Marriott
Paramount Hotels
Pestana Hotels
Plaza Atheneé
Radisson SAS
Royal Caribbean Cruises
Starwood Hotels & Resorts
The Rocco Forte Collection
The Stein Group




                                      30
9. CONTACT


www.georgesongroup.com
www.spadevelopments.com
For UAE enquiries email graeme.banks@spadevelopments.com
For Europe enquiries email s.black@spadevelopments.com
For USA enquiries email devia.valentina@betadesign.com


EUROPE
GLASGOW
16 Newton Place, Glasgow G3 7PY
T +44 (0) 141 332 4942

EDINBURGH
Norloch House, 36 King’s Stables Road, Edinburgh EH1 2EU
T +44 (0) 131 229 7555

LONDON
Rowan Court, 56 High Street, Wimbledon Village, London SW19 5EE
T +44 (0) 20 8944 6335


UAE
ABU DHABI
Suite 221, LLJ Business Centre, 1st Street, PO Box 107729 Abu Dhabi
T +971 50 589 6561

DUBAI
Suite 203, AL Yamama Building, 15th Street, Karama, PO Box 22982 Dubai
T +971 4305 0691


USA
BOCA RATON
4855 Technology Way, Suite 460, Boca Raton, FL 33431
T +1 561 241 3433

GRAND RAPIDS
70 Ionia Avenue SW, Suite 400, Grand Rapids, MI 49503
T +1 616 235 6220


ABU DHABI | BOCA RATON | DUBAI | EDINBURGH | GLASGOW | GRAND RAPIDS | LONDON   31