Brightwater pools and construction

by Sally Bouorm | October 1, 2010 12:35 pm

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By Kristine Archer

“When people think of Saskatchewan, they definitely do not think of swimming pools,” says Trevor Taylor, co-owner of Brightwater Pools and Construction in Saskatoon. While those outside Saskatchewan might not see the connection, Taylor knows better.

“Truth be told, there are many pools in and around Saskatoon and there are more being installed all the time. Many people are too busy to get to the cabin—a more affordable alternative is a pool in the backyard.”

Getting started

It was this demand that prompted Taylor and his business partner, Gord Boyko, to launch Brightwater in the spring of 2007. The pair, who between them have more than 35 years experience in the pool industry, came together when they noticed an opportunity.

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“Both Gord and I had worked as sub-trades with a different pool company and decided the demand was there for another company in this market,” Taylor explains. “Including us, there are three pool stores that serve Saskatoon. Both of our competitors have been around for more than 25 years.”

Taylor and Boyko, who have been colleagues for eight years, have worked closely together over the last three years to establish Brightwater as a legitimate alternative for Saskatoon pool owners, building the business deliberately but gradually.

“When the store first opened, the leased space was 139 m² (1,500 sf), with a small showroom,” Taylor explains. “We have since expanded and added another 139 m² (1,500 sf) and have added a hot tub showroom. We also have plenty of warehouse space.”

Though the storefront, on Saskatoon’s busy Millar Avenue, and hot tub sales keep Brightwater open all year round, Taylor and Boyko are clear about their primary business.

“Our focus is installing new inground vinyl liner swimming pools,” Taylor says. “We also have a service department that does pool openings and winterizing, as well as equipment replacement. There is also a maintenance department and water test lab in the store.”

Beyond pool building

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Brightwater serves Saskatoon and surrounding area, with a broad customer base, the majority of which comprises parents in their late-30s with more than one child. Though pool building and service is their first priority, Taylor and Boyko’s decision to diversify their product offerings arose naturally from the company’s core business. Through a partnership with manufacturer Hydropool, Brightwater branched out into the hot tub market.

“We have had interest in hot tubs in the past, from customers we built pools for,” Taylor explains. “When the opportunity to work with Hydropool came up, we jumped at the chance. We’re starting off small and are looking to build that side of the business in the future.” This decision has paid off, helping Brightwater weather some of the economic upheaval the industry has faced in recent years.

“We had a slower year in 2009 as far as new pool installs, but store traffic and chemical sales increased, so they offset each other.”

Spreading the word

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When it comes to drumming up new business, whether in the store or out in the field, Taylor says the company has tried different advertising methods in the past, with varying degrees of success, but always falls back on one tried and true promotional method.

“In the past, we have used radio to advertise, but it is a hard medium to measure; we have also seen good results from direct mail-outs. However, our best advertising is our existing customers. Good word of mouth is the best type of advertising you can get. This year, for example, we have done no advertising and are on the verge to having one of our best years ever.”

Taylor also points to the value of the Internet as another reason for his company’s success.

“Our website is a very useful selling tool,” he explains. “We suggest people take a look at the site to see pools we have built in the Saskatoon area. It isn’t flashy, just something I put together with the help of one of our employees.”

Though he describes the site as modest, it is more than just a photo gallery of past projects. Taylor also includes information useful to customers, including manuals and instructions, which saves Brightwater and its employees valuable time.

“We are bombarded by phone calls daily, so if you can refer someone to one of those manuals, it usually saves them some money and us a little time,” he says. “If all the pool stores are closed, at least there is some help available to owners.”

Earning accolades

Even after just three years, Taylor and Boyko have much to be proud of—in particular, the company’s 2009 Gold Award in the Pool and Hot Tub Council of Canada (PHTCC) Canadian Design and Construction Awards Competition. They took home the honour in the vinyl swimming pool and hot tub combination category.

“The customers described their yard as an unusable space, due to drastic elevation changes,” Taylor says of the award-winning project. “The original plan was to install a curved pool with a vanishing edge, but once all the prices came back we had to alter the design. We decided to use the elevation changes in the yard to our advantage and add a spill-over spa, which is set 609 mm (24 in.) above grade and incorporates a flat stone water fall.

“The entire design was a collaborative effort between the homeowner, stonemason, landscape architect and us. We were very pleased to be acknowledged for our construction and look forward to entering other pools of ours in the future.”

‘Bright’ future

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While Taylor and Boyko are pleased with the company’s progress and looking forward to the future, they do not want to outgrow their market, choosing instead to focus primarily on keeping existing customers happy.

“We don’t want to get too big; we are pleased with what we have accomplished so far,” Taylor says. “In the past, we have seen companies that have tried to expand too quickly and it never seems to work. The quality of their work declines and all that seems to matter is the sale. There is no personal connection with the customer.

“Because we are a small company, we are limited as to how many people we can serve. We focus on our existing pool customers, and slowly take on new clients on a case-by-case basis.”

While some professionals are slashing prices, causing concern within the industry, Taylor says Brightwater has yet to be effected, largely because the co-owners understand their target market.

“We feel we install a very high-quality pool and offer excellent service for a fair price,” he explains. “The homeowners who realize this are the people we want to do business with. I would say the main reason we have been successful is because of the reputation we have built in Saskatoon for constructing high-quality swimming pools.”

Taylor credits much of this success to Boyko’s 25 years of experience and expertise in the industry. “He has seen almost every problem related to a swimming pool,” Taylor says, adding that Brightwater approaches every job as if it were being done in their own backyards.

“We hold ourselves to the highest of standards,” he says. “Our goal is to make sure each new pool owner has a positive experience. There is nothing worse than hearing about someone who installed a pool and wished they had never done it.”

Source URL: https://www.poolspamarketing.com/trade/brightwater-pools-and-construction-2/

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