Dimension excels at backyard pampering

By: SHANNON WINGARD - For the North County Times | Friday, March 30, 2007 8:32 PM PDT ∞

VISTA ---- The latest hot tub from Dimension One Spas, called the Amore Bay, is selling briskly despite a price tag of $12,000 to $15,000.

"We spend a lot of time in the backyards of people, so we know what the customer wants," said Bob Hallam, co-owner and chief executive officer of Dimension One in Vista.

What they apparently want in the Amore portable spa are such features as a fountain, an iPod hook-up, neck flex pillow and seats designed specifically for the male and female shapes.

The company's line of spas includes everything from seating for seven and programmable massage sequencers, to fitness systems and remote-controllike devices to create mood with lights, sounds, color and water jets.

"We have the most expensive product out there, and we're proud of it," Hallam said.

The company sold 150 of the Amore Bay spas in the first 36 hours on the market, and demand was so high at first that it had a difficult time keeping the product in stock.

Catering to customers has been a successful strategy for the multimillion-dollar company, which designs and manufactures spas for national and international retailers.

"We've never had a year that we didn't make money," he said. "Our idea is, this is our niche, and we're going to do it well."

Hallam said that the company has thrived since its founding 30 years ago.

After working as a stockbroker, Hallam said he went into business with a partner to sell in-ground spas through retail locations. The business eventually grew to five stores.

However, he said he quickly learned that the in-ground spas popular in the late 1970s were more labor-intensive to install than the portable ones the company now sells. That, coupled with customers' desires to own an above-ground spa, helped transform the company from a retailer to a leading designer and manufacturer.

The company applies for about five to 10 patents a year for its new products and helps sets trends in the industry, Hallam said.

For example, the company created a line of spas called the Aqua Fitness Systems. These combine the soothing effects of a spa with workout equipment that allows users to swim, run, row and strength train with pull-up bars. The spas range from 16 to 19 feet in length.

For the company's success and creativity, it has been honored by numerous organizations, including Consumer's Digest, Quality Buy and the Robb Report.

Hallam, who assumed full ownership of the company 12 years ago, said that it has excelled by serving both its customers and employees. He said it is a guiding practice to shift good employees to various positions until they find the one that best fits their interests.

His wife, Linda Hallam, is an attorney and chairwoman of the board.

Contact freelance writer Shannon Wingard at scwing711@gmail.com.

Name: Dimension One Spas (or D1 Spas)

Owners: Bob and Linda Hallam

Address: 2611 Business Park Drive, Vista

Web site: http://www.dimensiononespas.com/

Established: 1977

Services: Designs and manufacturers 19 models of portable spas

Number of employees: Approximately 350

Gross sales for 2006: $60 million

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