Your Leisure – Hartsdown
In October 2009, Alliance commenced a £1.6m development at Hartsdown Park Leisure Centre, in Partnership with TLF (Thanet Leisure Force) and TDC (Thanet District Council).
The project brief was to refurbish a large leisure centre bringing the facility in line with current market trends and to create an alternative product facility mix. This would enable the centre to compete with local competition whilst helping to retain current market share, which in turn would increase income opportunities. The Trust also wanted to offer a wider programme that would engage with more of the local public.
The scheme was delivered on time and on budget. Detailed latent demand and feasibility studies were undertaken and then developed into a business plan that highlighted the level of affordability that the facility could accommodate. A range of funding options were presented to TDC and TLF who had carried out their own independent financial analysis and due diligence before appointing Alliance Leisure to provide funding, project management and additional partnership support to the business.
Scope of works included converting a large, old tennis centre into the following:
+ New children’s soft play area
+ Upgrade of café
+ Mezzanine over 4 of 8 courts in the sports hall to create 2 new studios
+ To extend and create their health and fitness offering
+ Upgrade changing facilities and reception area
Alliance also provided 5 years of sales, staff training, customer retention and marketing support on a performance risk basis. Alliance only received a return on this investment once pre-agreed income targets had been met.
By 2011, fitness income had increased by over 50% compared to pre-development levels, and membership had exceeded 2,000 members.