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FOOD SERVICE ASSOCIATES |
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Case studies
Hylands House, Chelmsford
Hylands House is a Grade II Neo Classical Villa located in Hylands Park on the outskirts of Chelmsford in Essex. As part of the Phase V restoration, the Georgian stable block was to be restored and converted with new build extensions to create a Visitor Centre housing retail outlets, artists studios, offices, an education centre, stabling for Suffolk punches and a catering outlet. Food Service Associates were brought in by Chelmsford Borough Council to assist in compiling the business plan for inclusion in the Stage Two Heritage Lottery Fund application. Local research was conducted to identify the extent and nature of the competition within other similar 'destination' leisure venues such as country parks, historic houses and visitor attractions. The demographic and economic profile of the potential visitor base was studied and conclusions drawn on the style of operation best suited to the location and visitor base. From this an outline operating concept and schematic design was developed. Critical success factors were identified and key threats and opportunities were highlighted. The study considered the options of retaining the management of the new catering facility in house or contracting out with the financial, qualitative and operational issues reviewed in a cost benefit analysis. A five year business plan was developed which projected income to the Council from catering activity in the Visitor Centre. An marketing plan highlighted market segments to which the catering outlet should be promoted together with a detailed marketing activity schedule designed to attract new custom and build repeat business. Finally a risk assessment was completed for the catering outlet in the Visitor Centre which covered the potential Financial, Legal, Market, Economic, Management and Technical risks associated with the project. Chelmsford Borough Council were successful in its Heritage Lottery Fund application and the Phase V restoration at Hylands Park is now underway. |
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| Food Service Associates (Henley) Ltd, PO Box 48, Henley on Thames, Oxfordshire RG9 3YX |
