Brown University
Faculty Club Feasibility Analysis
Brown University retained Brailsford & Dunlavey in the fall of 1999 to assess the existing operations of the Brown University Faculty Club and to develop comprehensive recommendations for improved efficiency. B&D's study consisted of a market study and a multi-scenario financial analysis.
B&D's detailed market analysis included:
- An existing facility and operations assessment
- An analysis of local restaurants and functionally comparable facilities
- A comparison of faculty clubs belonging to peer institutions
- Focus groups
- In-depth user interviews with Brown University faculty and staff to determine existing and potential demand for faculty club services
The
multi-scenario financial analysis included an
"as is" scenario with no facility improvements,
a renovation scenario that would increase
existing sales by 40% after renovation, and a
renovation and outdoor terrace addition
scenario that would increase sales by 60% after
renovation. The third scenario called for a
trendy and popular food concept to accompany
the addition of an outdoor terrace.
B&D recommended that the faculty club undergo an extensive interior renovation and incorporate specific, diverse food service options to increase sales. B&D also proposed that the faculty club's management should be outsourced to a private company for the purposes of reduced operating expenses, savings in purchasing costs, effective marketing outreach, and increased sales.