Thwarted by the impact of seasonal weather, the manager of the municipal swimming pool in La Tranche took matters into his own hands to enhance revenues. Taking a more resourceful view of what a swimming pool could he recreated the concept of their swimming pool. First he recognised that in the beautiful weather of the Vendee summers, people preferred to go to the beach so to combat this he created a luxury beach inside the swimming pool. Nestled between the indoor and outdoor pools, his beach had cushioned hammocks and luxury loungers amongst tall swaying pine trees. His beachgoers were serviced by a cabana bar in which to buy ice creams, coffees and non-alcoholic cocktails. They also had access to the sauna, steam room and the hot tub creating a spa environment. This attracted people from the beach to the pool and increased revenues. Taking the idea further his team discussed other options which included the enormously successful Ibiza afternoons and evenings in which 600 young people party alongside a DJ with pink water and funky inflatables, once a week during the summer.
Then there was the problem of winter with seasonal visitors gone. How could they maintain revenues during this traditionally slow period? They brought in cinema nights where you can watch films from the warm lapping water in inflatables and Zen sessions in which to receive a lulling massage on lilos on the warm water of the indoor pool whilst others master yoga and Thai- chi around the outdoor pool.
His major problem was overcoming the belief by the Authority that a swimming pool was a place just for swimming. His vision not only fuelled the innovation and commitment of his team but also managed to convert the cynics to support these changes. Now he has a profitable pool with an enviable reputation.
I came away from this conversation completely inspired by how simple and easy to apply these ideas were and what a significant difference it had made. He explained that his ideas started from simple conversations with his customers, like the one we had that started with him asking if we needed an ashtray! His openness and enthusiasm was contagious and stimulating.
So a question, how much do your organisational beliefs about your products and services restrict the possibilities and profitability of what you can do?
And if you could do anything at all with your products/services what would your vision be?
