<ul><li>Thermae Bath Spa </li></ul><ul><li>The revival of Thermal Culture in the City of Bath, UK. </li></ul><ul><li>A UNE...
<ul><li>Bath has been settled by ancient people who have used the thermal springs for over 10,000 years. </li></ul><ul><li...
<ul><li>In the C18th the medieval City of Bath was completely rebuilt in the Neo-Classical style, creating a new urban for...
<ul><li>This unity of design has created the great city of 4,700 protected buildings with squares, circus’s and crescents....
<ul><li>If nothing changes a city will stagnate as this poor image shows. </li></ul><ul><li>This is the ‘Spa Quarter’ in t...
Bath 1995 <ul><li>A crisis of confidence </li></ul><ul><li>A lack of vision </li></ul><ul><li>The City had lost its ‘soul’...
<ul><li>Economic Regeneration </li></ul><ul><li>Utilise a natural thermal resource </li></ul><ul><li>Reverse a ‘heritage d...
<ul><li>With the C21st about to happen it was decided to build:  </li></ul><ul><li>“ A Spa for the new Millennium” </li></...
<ul><li>An International Design and Architectural competition. </li></ul><ul><li>A detailed Design Brief and a business pl...
<ul><li>The Site. </li></ul><ul><li>Within 100m of the Roman Baths which receives 900,000 visits per year. </li></ul><ul><...
<ul><li>So what did we build: </li></ul><ul><li>A stone cube on 7 levels </li></ul><ul><li>Glass links between the old and...
<ul><li>How does it look: </li></ul><ul><li>Shock of the new? </li></ul><ul><li>Its hidden away – a great surprise. </li><...
<ul><li>It reflects what is around it. </li></ul><ul><li>It uses local materials in a contemporary way. </li></ul><ul><li>...
<ul><li>The main ‘Minerva’ pool: </li></ul><ul><li>Inside the design is simple and un-complicated.  </li></ul><ul><li>Mate...
<ul><li>The Steam Rooms: </li></ul><ul><li>A modern interpretation of the hamman. </li></ul><ul><li>Four different steam p...
<ul><li>The Roof Top pool: </li></ul><ul><li>The ‘Wow’ factor. </li></ul><ul><li>With 360° views of the green skyline of B...
<ul><li>The Hot Bath: </li></ul><ul><li>Very peaceful and private. </li></ul><ul><li>10 treatment rooms. </li></ul><ul><li...
<ul><li>The Cross Bath: </li></ul><ul><li>A sacred site. </li></ul><ul><li>On top of a Roman  cistern. </li></ul><ul><li>S...
<ul><li>To celebrate solving all the problems (delays, cost increases and quality issues) we had a party! </li></ul><ul><l...
<ul><li>Art Works </li></ul><ul><li>“  Water is the ultimate life, pure as crystal, the divine influx…”  Ted Hughes. </li>...
Visitor satisfaction 2010 As in previous years, overall satisfaction levels with the visitor experience at the Spa during ...
4 years of operation; visitor breakdown. Congreso Internacional de Turismo Termal
<ul><li>Marketing impact study over 4 years: </li></ul>Congreso Internacional de Turismo Termal
<ul><li>So far so good……. </li></ul><ul><li>What’s next………..? </li></ul>Congreso Internacional de Turismo Termal
<ul><li>Thank you for your attention, please visit us soon:  www.thermaebathspa.com   www.visitbath.co.uk   </li></ul>Cong...
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P. Simons

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P. Simons

  1. 1. <ul><li>Thermae Bath Spa </li></ul><ul><li>The revival of Thermal Culture in the City of Bath, UK. </li></ul><ul><li>A UNESCO World Heritage Site. </li></ul>Congreso Internacional de Turismo Termal
  2. 2. <ul><li>Bath has been settled by ancient people who have used the thermal springs for over 10,000 years. </li></ul><ul><li>The earliest major remains are those of the Roman era, C1st to C3rd A.D. including the Temple precinct, Sacred Spring and Great Bath re-discovered in the 1860’s. </li></ul>Congreso Internacional de Turismo Termal
  3. 3. <ul><li>In the C18th the medieval City of Bath was completely rebuilt in the Neo-Classical style, creating a new urban form that was to dominate European and Colonial architecture for the next 100 years. </li></ul><ul><li>This contribution to world architecture was listed by UNESCO as being of ‘outstanding universal value’ in 1987. </li></ul>Congreso Internacional de Turismo Termal
  4. 4. <ul><li>This unity of design has created the great city of 4,700 protected buildings with squares, circus’s and crescents. </li></ul><ul><li>It had also become a compelling reason as to why the city should not change – it was near perfection and time stood still. </li></ul>Congreso Internacional de Turismo Termal
  5. 5. <ul><li>If nothing changes a city will stagnate as this poor image shows. </li></ul><ul><li>This is the ‘Spa Quarter’ in the 1980’s with the Cross Bath, site of a pagan altar next the hot spring (listed by the World Wildlife Fund for Nature as one of the world’s Sacred sites), the Hot Bath and the Tepid Bath all closed. </li></ul><ul><li>The inside of the C18th Hot Bath after the hospital stopped using it in 1974. (It looks more like a torture chamber from a horror movie). </li></ul>Congreso Internacional de Turismo Termal
  6. 6. Bath 1995 <ul><li>A crisis of confidence </li></ul><ul><li>A lack of vision </li></ul><ul><li>The City had lost its ‘soul’ </li></ul>Congreso Internacional de Turismo Termal
  7. 7. <ul><li>Economic Regeneration </li></ul><ul><li>Utilise a natural thermal resource </li></ul><ul><li>Reverse a ‘heritage deficit’ of redundant buildings </li></ul><ul><li>Restore the lost ‘Spa Quarter’ </li></ul><ul><li>Create a statement; a landmark building </li></ul><ul><li>A commercially attractive proposition </li></ul><ul><li>The arguments were constructed to attract: </li></ul><ul><li>Politicians </li></ul><ul><li>Environmentalists </li></ul><ul><li>Heritage agencies </li></ul><ul><li>Architects </li></ul><ul><li>Investors </li></ul><ul><li>Spa operators </li></ul><ul><li>Historians </li></ul><ul><li>Health professionals </li></ul><ul><li>Funding agencies </li></ul><ul><li>THE LOCAL COMMUNITY </li></ul>Congreso Internacional de Turismo Termal
  8. 8. <ul><li>With the C21st about to happen it was decided to build: </li></ul><ul><li>“ A Spa for the new Millennium” </li></ul><ul><li>The decision was to be led by issues of Design and Quality. </li></ul>Congreso Internacional de Turismo Termal
  9. 9. <ul><li>An International Design and Architectural competition. </li></ul><ul><li>A detailed Design Brief and a business plan. </li></ul><ul><li>A full assessment of the ‘market universe’ and the economic benefits in jobs and income. </li></ul>Congreso Internacional de Turismo Termal
  10. 10. <ul><li>The Site. </li></ul><ul><li>Within 100m of the Roman Baths which receives 900,000 visits per year. </li></ul><ul><li>In a City receiving 3.4M visits per year; only 25% stay (1998). </li></ul><ul><li>Average length of stay 1.7 nights. (increase to 1.9 = 10% = additional 150,000+ bed nights p.a.) </li></ul>Congreso Internacional de Turismo Termal
  11. 11. <ul><li>So what did we build: </li></ul><ul><li>A stone cube on 7 levels </li></ul><ul><li>Glass links between the old and the new </li></ul><ul><li>Maximised space on a very limited city centre site </li></ul>Congreso Internacional de Turismo Termal
  12. 12. <ul><li>How does it look: </li></ul><ul><li>Shock of the new? </li></ul><ul><li>Its hidden away – a great surprise. </li></ul><ul><li>Contemporary and of its time and confident. </li></ul><ul><li>Respects the scale of the City. </li></ul>Congreso Internacional de Turismo Termal
  13. 13. <ul><li>It reflects what is around it. </li></ul><ul><li>It uses local materials in a contemporary way. </li></ul><ul><li>It ‘hides’ what is inside. </li></ul>Congreso Internacional de Turismo Termal
  14. 14. <ul><li>The main ‘Minerva’ pool: </li></ul><ul><li>Inside the design is simple and un-complicated. </li></ul><ul><li>Material finishes are of the highest quality. </li></ul>Congreso Internacional de Turismo Termal
  15. 15. <ul><li>The Steam Rooms: </li></ul><ul><li>A modern interpretation of the hamman. </li></ul><ul><li>Four different steam pods. </li></ul><ul><li>Cold mist and lighting effects. </li></ul>Congreso Internacional de Turismo Termal
  16. 16. <ul><li>The Roof Top pool: </li></ul><ul><li>The ‘Wow’ factor. </li></ul><ul><li>With 360° views of the green skyline of Bath. </li></ul>Congreso Internacional de Turismo Termal
  17. 17. <ul><li>The Hot Bath: </li></ul><ul><li>Very peaceful and private. </li></ul><ul><li>10 treatment rooms. </li></ul><ul><li>Hydraulic lifts in and out of the water. (5% of guests are registered as ‘disabled’) </li></ul><ul><li>Energy efficiency. </li></ul>Congreso Internacional de Turismo Termal
  18. 18. <ul><li>The Cross Bath: </li></ul><ul><li>A sacred site. </li></ul><ul><li>On top of a Roman cistern. </li></ul><ul><li>Special access for the local community. </li></ul><ul><li>Minimal intervention. </li></ul>Congreso Internacional de Turismo Termal
  19. 19. <ul><li>To celebrate solving all the problems (delays, cost increases and quality issues) we had a party! </li></ul><ul><li>‘ The Three Tenors’ gave their last ever concert in the UK in Bath to celebrate the ‘City’s re-connection with its soul’. 2003. </li></ul>Congreso Internacional de Turismo Termal
  20. 20. <ul><li>Art Works </li></ul><ul><li>“ Water is the ultimate life, pure as crystal, the divine influx…” Ted Hughes. </li></ul>Congreso Internacional de Turismo Termal
  21. 21. Visitor satisfaction 2010 As in previous years, overall satisfaction levels with the visitor experience at the Spa during the 2010 survey remained very high and on the whole, increased further on 2009 levels. Satisfaction indicator 2010 1 Marketing – Usefulness 4.25 2 Marketing - Presentation 4.36 3 Website - Usefulness 4.30 4 Website - Presentation 4.37 5 Telephone reservations – Ease of use 4.20 6 Ease of finding Spa 4.37 7 Ease of entry (paying etc.) 4.48 8 Ease of understanding Spa options 4.22 9 Helpfulness of staff 4.56 10 Ease of finding way round 4.14 11 Quality of changing facilities 4.32 12 Cleanliness of Spa 4.67 13 Enjoyment of Minerva Bath 4.49 14 Enjoyment of Steam Rooms 4.66 15 Enjoyment of open-air roof top pool 4.84 16 Springs – Quality & choice 4.05 17 Springs – Quality of service 4.36 18 Quality of treatment & products 4.87 19 Quality of therapist 4.92 20 Quality of treatment room 4.83 21 Overall value for money 4.22 22 Overall quality of visit 4.52
  22. 22. 4 years of operation; visitor breakdown. Congreso Internacional de Turismo Termal
  23. 23. <ul><li>Marketing impact study over 4 years: </li></ul>Congreso Internacional de Turismo Termal
  24. 24. <ul><li>So far so good……. </li></ul><ul><li>What’s next………..? </li></ul>Congreso Internacional de Turismo Termal
  25. 25. <ul><li>Thank you for your attention, please visit us soon: www.thermaebathspa.com www.visitbath.co.uk </li></ul>Congreso Internacional de Turismo Termal

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