p. simons

Quality, Design and New Facilities; Thermal Architecture – Paul Simons

Thermae Bath Spa

The revival of Thermal Culture in the City of Bath, UK.

A UNESCO World Heritage Site.

Congreso Internacional de Turismo Termal


Bath has been settled by ancient people who have used the thermal springs for over 10,000 years.

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.



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. This contribution to world architecture was listed by UNESCO as being of ‘outstanding universal value’ in 1987.



This unity of design has created the great city of 4,700 protected buildings with squares, circus’s and crescents.

It had also become a compelling reason as to why the city should not change – it was near perfection and time stood still.



If nothing changes a city will stagnate as this poor image shows.

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.

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).



Bath 1995

• A crisis of confidence

• A lack of vision

• The City had lost its ‘soul’



• Economic Regeneration• Utilise a natural thermal resource• Reverse a ‘heritage deficit’ of

redundant buildings• Restore the lost ‘Spa Quarter’• Create a statement; a landmark

building• A commercially attractive

proposition

The arguments were constructed to attract: Politicians EnvironmentalistsHeritage agenciesArchitectsInvestorsSpa operatorsHistoriansHealth professionalsFunding agenciesTHE LOCAL COMMUNITY



With the C21st about to happen it was decided to build:

“A Spa for the new Millennium”

The decision was to be led by issues of Design and Quality.



An International Design and Architectural competition.

A detailed Design Brief and a business plan.

A full assessment of the ‘market universe’ and the economic benefits in jobs and income.



The Site.Within 100m of the Roman Baths which receives 900,000 visits per year.

In a City receiving 3.4M visits per year; only 25% stay (1998).

Average length of stay 1.7 nights. (increase to 1.9 = 10% = additional 150,000+ bed nights p.a.)



So what did we build:

A stone cube on 7 levels

Glass links between the old and the new

Maximised space on a very limited city centre site



How does it look:

Shock of the new?

Its hidden away – a great surprise.

Contemporary and of its time and confident.

Respects the scale of the City.



It reflects what is around it.

It uses local materials in a contemporary way.

It ‘hides’ what is inside.



The main ‘Minerva’ pool:

Inside the design is simple and un-complicated.

Material finishes are of the highest quality.



The Steam Rooms:

A modern interpretation of the hamman.

Four different steam pods.

Cold mist and lighting effects.



The Roof Top pool:

The ‘Wow’ factor.

With 360° views of the green skyline of Bath.



The Hot Bath:

Very peaceful and private.

10 treatment rooms.

Hydraulic lifts in and out of the water. (5% of guests are registered as ‘disabled’)

Energy efficiency.



The Cross Bath:

A sacred site.

On top of a Roman cistern.

Special access for the local community.

Minimal intervention.



To celebrate solving all the problems (delays, cost increases and quality issues) we had a party!

‘The Three Tenors’ gave their last ever concert in the UK in Bath to celebrate the ‘City’s re-connection with its soul’. 2003.



Art Works

“ Water is the ultimate life, pure as crystal, the divine influx…” Ted Hughes.


Visitor satisfaction 2010Satisfaction indicator 2010

1 Marketing – Usefulness 4.252 Marketing - Presentation 4.363 Website - Usefulness 4.304 Website - Presentation 4.375 Telephone reservations – Ease of use 4.206 Ease of finding Spa 4.377 Ease of entry (paying etc.) 4.488 Ease of understanding Spa options 4.229 Helpfulness of staff 4.5610 Ease of finding way round 4.1411 Quality of changing facilities 4.3212 Cleanliness of Spa 4.6713 Enjoyment of Minerva Bath 4.4914 Enjoyment of Steam Rooms 4.6615 Enjoyment of open-air roof top pool 4.8416 Springs – Quality & choice 4.0517 Springs – Quality of service 4.3618 Quality of treatment & products 4.8719 Quality of therapist 4.9220 Quality of treatment room 4.8321 Overall value for money 4.2222 Overall quality of visit 4.52

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.

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.

0.00

1.00

2.00

3.00

4.00

5.001

2

3

4

5

6

7

8

9

10

1112

13

14

15

16

17

18

19

20

21

22

21


4 years of operation; visitor breakdown.



Marketing impact study over 4 years:


4.25

4.36

4.30

4.37

4.25

4.46

4.23

4.32

4.21

4.34

4.19

4.29

4.01

4.24

4.08

4.22

0 1 2 3 4 5

Usefulness of marketing literature

Presentation of marketing literature

Usefulness of website

Presentation of website

Pre-arrival2007, 2008, 2009 & 2010

2007 2008 2009 2010

5%

4%

4%

3%

21%

20%

22%

21%

19%

22%

23%

25%

53%

53%

49%

50%

0% 20% 40% 60% 80% 100%

Usefulness of marketing literature

Presentation of marketing literature

Usefulness of website

Presentation of website

2010 respondents rated their pre-arrival at the spa as....

Very poor Poor AverageGood Very good Don't know


So far so good…….What’s next………..?



Thank you for your attention, please visit us soon: www.thermaebathspa.com www.visitbath.co.uk


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