The Challenge

KKP has been working with the University of Birmingham to undertake a market analysis and business plan for the replacement of the University's Munrow Sports Centre. KKP has linked into the University-wide master planning process to identify the potential site for the facility to maximise both student and community use. Additionally the company has been charged with identifying innovative ways in which the University can fund this development.

Approach

KKP has consulted with key personnel at the University and undertaken a detailed market analysis of the current user profile. It has developed a detailed business plan for the operation of the new facility which will potentially include:

• 10 lane 25m or 50m pool
• 200 station fitness facility
• 16 court sports hall
• Additional studios and multi purpose activity areas
• Facilities to support talented and elite performers

Innovation

A range of business scenarios has been modelled. These identify the potential impact of funding the development of the facility by top slicing student course fees as well as introducing a range of top-up fees.

These options have highlighted key operational challenges for University Sport Birmingham in how it delivers services to its student population, from elite athletes to non-participants. This is with a view to ensuring that the facilities and services available for students attending the University are among the best in the country as well as being proactively targeted at the needs of students.

Importantly KKP has also taken into account how the proposed facility will link into the wider community sports facilities available within the Edgbaston and Selly Oak communities of Birmingham.