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6.3. SR 06-17-2002MEMORANDUM Item #6.3-. TO: FROM: DATE: SUBJECT: Mayor and City Council ~.{ Scott Harlicker, Senior Planne June 17, 2002 Case No. CU 02-20 Request by Charlotte/Sherri Gatewood for a Conditional Use Permit to open a fitness facility Request Consider a request by Charlotte/Sherri Gatewood for a fitness facility (It Figures) in Elk Park Center. Zoning/Land Use PUD (Planned Unit Development / HB (Highway Business) Location 19211 Freeport Street, Lot 2, Block 2, Elk Park Center Attachments Location map Site plan Floor plan Letter from applicant Overview The applicant is proposing to open up a fitness facility called "It Figures" in Elk Park Center. The applicant will be occupying about 3,600 square feet of space just south of Target. The fitness facility is considered commercial recreation. The Elk Park Center PUD Agreement allows commercial recreation as a conditional use. The facility will offer various types of aerobic exercise classes during the day and evening. The facility will be open from 6:30 a.m. to 7:30p.m. Monday through Friday and 6:30 a.m. to noon on Saturday. The applicants goal is to sign up 720 members in the first year. There is sufficient parking available to accommodate this use. No exterior alterations are proposed. A wall sign will be allowed per the Elk Park Center PUD Agreement and will require a sign permit from the city. Planning Commission Meeting At the Planning Commission meeting held on May 28~h no one spoke at the public hearing. The Planning Commission recommended approval of the conditional use permit Recommendation The Planning Commission and staff recommend that the Council approve this request for a conditional use permit for a fitness facility in Elk Park Center. 1 OUTI OTB RIDGEWOOD }2ND J AVE ]! or L 4 ~ pAP J( ~JTI O; ELK RVER HIGH SCHOOL STREET SECOND ADDISON PARKER ELEMENTRY SCHOOL LINCOLN ELEMEF SCH( RIVER 4 PLAZA Location Map Case Number: CU 02-20 Charlotte/Sherri Gatewood N M~IJ.N~D 5I~Vd HqH O0000o~O g o0~o00~ 00~0000 ~8~8 ~ ~ ~ g~ m ooooooo wwwwwwwww d / / .OL~ IJ.I Z 0 0~,: ~ ,~Og 006'0C NOISNVdX~{ I~n° I 100' glllllfllllllllllllllltllJ~ IIII{IIII{IIIIIIIIIIIIIIL) J]]qlllllllllllllllllllllfl ~IIIIIIIIIIIIIIIIIliIiU lllllllllllllllll{ OIIlllltlIIIIIIIIIIIII{IC} Jllllllllllllllllll ~JllllllllIHIIl~llllll~ i O lllllll//llllllllllfl (--- tlllll} IIIIIU O lllllllllllllllll O',t-lqlllllllllllll{llllllllllllll 'LMIIIIIIIIIIlllIIIII{II O lllllilll{lllllllltllllllllllll {'~ IIIIIIJlllllllll{Jll IIlJ{ll IIllllllllJJllllJl~qlllllllllllllJJJl · ~o L ILl < IT FIGURES 2002 BUSINESS PLAN Charlotte Gatewood and Sherri Gatewood Co-Owners EXECUTIVE SUMMARY The purpose of this plan is to provide common focus and direction for the co-owners to begin a business venture as It Figures, a women only fitness center (with possibly two future tanning booths) for members only to be located in Space C101A at Elk Park Center in Elk River, Minnesota. Elk Park Center is a community shopping center located on the west side of Highway 169 at Jackson Road approximately 2 miles north of the Highway 169/Highway 10 interchange. The local industry conditions are one health gym and one women-only (Curves) fitness center, in the population base of 17, 016. The population base It Figures is marketing is women 35 to 65 years of age. Co-owners Sherri and Charlotte Gatewood, do not have specific experience in fitness other than each has been prior member of a women-only fitness center. Sherri has prior experience working with the public while employed with a medical facility and as an office manager in a local business. Charlotte has been employed with a manufacturer of durable goods and is currently an executive member of the business- planning group and as Director of Human Resources whose annual gross sales are in excess of $50 million annually. Each of the co-owners is determined to achieve success in this business venture. The initial start-up financial needs have been supplied from personally from the co-owners. This has given an opportunity to secure the city of Elk River, the initial order for equipment, office equipment and business software, the first and last payments for the lease of the space in Elk Park Center, working capital, and the financial needs for the improvements of the lease property. MARKET AND ECONOMY It Figures is the perfect business to begin. Health and fitness is a 33 billion-dollar industry. Why is It Figures so opportune: low capital requirements; low business investment including equipment of $19,500; Operational simplicity; minimum staffing requirements of one full time and 2 part time employees during the initial start-up phase; no seasonality; health, fitness and beauty related investments are consumer decisions usually unaffected by economic trends; direct response marketing, local print advertising creates a high quantity of direct response inquirers. Gross sales often exceed expenses within the first 60 days of operation. After the third month it will produce a profit LOCATION It Figures facilities cater to a niche market. We attract a certain type of consumer by combining a women only thirty-minute fitness center with built-in personal attention. By locating this business in a community shopping center, we will be visible to that market niche. DAILY OPERATIONS It Figures is planning on opening for business by August, 2002. The minimum operating hours will be Monday through Friday 6:30 a.m. - 7:30 p.m. and on Saturday 6:30 a.m. - noon. As the business and memberships increase the hours of operation will be evaluated and adjusted to the needs of the members. INCOME DETAILS The source of revenue to It Figures will be generated by two types of fees. The first is a service fee that will average $60 per membership. The initial fee is $149.00, however to gain memberships advertised specials will occur periodically. The second fee is a monthly dues based upon the length of membership chosen by the patron. Thirty-five dollars per month is the average monthly dues and are set-up on an automatic payment system. The first month an estimated enrollment of 100+ members is anticipated. Over the first 12 months of business the goal is to have a minimum of 600 members however the goal is to sign up 720 members in the first year. EXPENSE DETAIL/SELLING Salaries and wages are based on paying one full time employee and two part time employees. The full time person will receive $10.00 per hour and each part time employee will be paid $6.00 per hour. Advertising will be done primarily in the local newspaper throughout the year, as it gives the best direct response. Direct mail is a source of advertising that will be used initially and if a boost from the newspaper advertising is needed. ADMINISTRATIVE Drafting services include a banking software program that costs $120 to purchase and an ongoing fee for transfers and reports of $50 per month, which includes any bank fees. All members will have their Monthly Dues electronically drafted each month from their bank account. Payroll and Payroll taxes will vary from month to month depending on the hours worked each month. Office supplies, computer and software will be purchased as needed. Liability insurance will be purchased yearly from an industry specific provider along with a monthly hazard insurance program to cover all insurance needs. Other expenses will include postage, furnishings, special promotions contributions etc. and will vary from month to month. SERVICE AND EQUIPMENT Initial start-up business package is $19, 500 for the basic set up and includes all the equipment and initial raining. Average utility deposits are approximately $800.00. Telephone connection and service will a little high to accommodate e-mail access. Additional equipment costs have been added after approximately 6 months in order to increase the size of the work out area to accommodate the increase in the number of members anticipated. Monthly lease cost will be approximately $9,000 and will also include maintenance, taxes etc. Leasehold improvements are part of the lease agreement. There is an option for up to $20,000 in improvements to the property. This will be paid by the lease company. Signage will be purchased after 6 months and the estimated cost will be $3500.00.