Kiefer talks Dreamworks transformation
It’s just over a year since Christian Kiefer joined private equity group Cedar Bridge to oversee Dreamworks Spas and Zen Yoga Studios, but in that timeframe a distinctive transformation, most notably with Dreamworks, has transpired.
Kiefer explains that Dreamworks is now positioning itself as a “spa consultancy and offering turnkey solutions for owners and general managers alike.” He adds that Dreamworks has been particularly successful in tapping into the previously overlooked spa sector in 3 and 4 star hotels. “We are focusing predominantly on 3 and 4 star hotels hotels where the consistency of quality levels in Dubai is still in need of improvement. Slowly Dreamworks will close its standalone centres as I believe the future lies in 4 star and boutique hotels, which have been completely neglected in the past years,” Kiefer explains.
Kiefer’s plans for this particular hospitality segment include providing a consistently high level of service and quality, while at the same time introducing operational efficiency and improvements to the bottom line.
“Dreamworks is offering a flexible business model with a clear win/win aim for the owners and is therefore completely distancing itself from other consultants who are charging high at fees and high consultancy fixed costs,” he says adding: “Our construction team is spot on and delivers with accuracy and according to timelines.”
Kiefer reveals that the last eight months have seen the company go from “knocking on doors” to “receiving calls and enquiries on a weekly basis”. Its spa operational contracts have already exceeded expectations and Kiefer says he is excited about what the future holds. “My goal is to close with 50 spas by the end of 2017 which would make us the biggest operator in the ME/Asia region that is not franchised.”
