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Cal Spas’ product lines continue to expand as the demand for at-home resorts grows.
By SHARON SANDERS
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| Casey Loyd, president Cal Spas
Photo:
Dominic Moschetti© |
On any given weekend you can find Casey Loyd, president of Cal Spas in Pomona, Calif., entertaining friends in his backyard. There’s nothing ordinary, though, about Loyd’s backyard or the way he entertains. Like a growing number of people, Loyd has transformed his outdoor-living area into an impressive at-home resort, complete with a relaxing hot tub, a firepit and, at the center of it all, a custom outdoor kitchen that has everything from a high-end grill and bar to a waterfall and a 42-inch plasma television.
“People are starting to spend just as much time cooking and entertaining outdoors as they are inside,” Loyd says. As the president of Cal Spas, Loyd has seen the demand for outdoor products skyrocket, and the company has expanded its product lines to include not only hot tubs, but gazebos, saunas, game rooms, outdoor kitchens and other home-resort products as well. He explains that outdoor kitchens have become a mainstay of the company’s business, with sales approaching $50 million a year.
“Outdoor kitchens are big business,” Loyd says. “The $99 grill is not good enough for people anymore.” Cal Spas has developed its own cooking line, Cal Flame; customers can build their own kitchens, or Cal Spas will custom build them to meet customers’ specifications. The company offers a broad span of price points, from entry-level kitchen islands with space-saving designs to 25-foot designer kitchens with extras ranging from plasma televisions to fireplaces.
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| Home-resorts products, including entertainment kitchens with waterfalls and plasma televisions, are big business for Cal Spas |
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What People Want
According to Loyd, people today are asking for kitchens that have it all and do it all. The company relies on ongoing research to stay in touch with consumers. “People are telling us that they want kitchens designed so they can prepare an entire meal without having to go back and forth into the house,” Loyd says.
He explains that the basics of a functional kitchen include a stainless-steel grill with two to four burners, side burners for simmering or boiling, refrigeration and under-cabinet storage that includes drawers for cooking utensils and outdoor tableware. He adds that grill lights, warming drawers, drop-in cocktail centers and stainless-steel spice racks top the list of popular extras.
People have also commented that they want an easy way to keep their kitchens clean, so Cal Spas recently added a steam cleaner to its outdoor-kitchen line. “You can steam all your components before and after use to keep your investment looking and working like new,” Loyd says.
As the trend toward backyard home resorts grows, the entertainment side of outdoor kitchens is becoming as important as cooking. In 2003, Cal Spas introduced its sports bar (featuring three 18-inch plasma televisions) at HPBExpo, and it was an instant hit. “It was the first of its kind, and people went nuts,” Loyd says. He notes that nearly every outdoor kitchen that Cal Spas sells now has some type of entertainment element, from iPod adaptors to powerful sound systems to 63-inch self-rising plasma televisions.
“Entertainment kitchens not only make cooking fun for the whole family, but can bring the whole neighborhood together,” Loyd says. He adds that people are willing to spend more for all the over-the-top extras because they give them the ability to enjoy the resort life at home (and the investment adds value to their property). He adds that it’s not uncommon for an outdoor kitchen to rival an indoor kitchen in technology and beauty. “I like to call it curb appeal,” Loyd says.
The Future of Kitchens
Even with an uncertain economy looming, Loyd says that people are still buying—but they are looking for more value. They want to feel good about their purchases, since money is tight. He explains that people will still spend upwards of $10,000 on a kitchen if they know they are getting $30,000 worth of merchandise. “When they realize that they can get an entire kitchen for the price of one or two big-name appliances, they feel like they are getting their money’s worth,” Loyd says.
He explains that as long as retailers can make consumers understand that they are getting good deals and spending their money wisely, they will continue to buy. Loyd adds that Cal Spas has invested millions in research and development, and that it makes major advances based on those findings. “We try to invent wow factors every season to keep dealers and customers excited,” he says.
Loyd is optimistic that outdoor kitchens will continue to grow in popularity. “Whether you like to entertain or just want to enjoy cooking outdoors with your family, there is a kitchen that’s perfect for your needs,” he says. Loyd adds that many people have told him that their outdoor kitchens have changed their lifestyles; they are spending more time outdoors and are enjoying time with friends and family. “Outdoor kitchens turn cooking into an event that everyone can enjoy,” Loyd says.
PHPR May/June 2008
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