| Client | Howell Pointe Swim Club |
|---|---|
| Industry | Private Recreation / Hospitality |
| Location | Colts Neck, NJ |
| Challenge | Outfit multiple departments with apparel suited to each role while reflecting the club’s newly renovated image. |
| Solution | Role-specific workforce apparel program featuring performance polos, UV apparel, chefwear, embroidery, and branded headwear. |
| Services Provided | Program Design • Embroidery • DTF Decoration • Hospitality & Culinary Apparel |
When a private swim club renovates its facilities, members immediately notice the pools, landscaping, and amenities. Just as important, though often overlooked, is the appearance and comfort of the employees who bring that experience to life every day. That’s where a well-designed summer workforce apparel program becomes part of the overall member experience.
Following its recent renovation, Howell Pointe Swim Club in Colts Neck, NJ partnered with Feury Image Group to create a summer workforce apparel program that reflected its refreshed image while giving every employee apparel designed for the job they actually perform.
Rather than issuing one standard uniform across the property, the program recognized that lifeguards, food service employees, chefs, line cooks, and supervisors all face different working conditions—and need apparel built accordingly.
“After investing in renovating our club, we wanted our team to reflect the same level of quality our members experience throughout the property. We weren’t looking for uniforms—we were looking for the right apparel for every position.” — Mike Almeida, Owner, Howell Pointe Swim Club
The Challenge
For employees working poolside, in kitchens, and throughout outdoor hospitality areas, summer conditions make fabric weight, breathability, sun protection, and garment design important considerations. OSHA notes that occupational heat illness is preventable and that clothing can affect the body’s ability to release excess heat.
Like many seasonal operations, Howell Pointe employs teams performing very different jobs in the same environment.Those roles include:
- Lifeguards working full days in direct sun
- Wait staff moving constantly between pool decks and dining areas
- Kitchen staff working around heat and food preparation
- Smoothie bar employees dealing with spills and frequent laundering
- Supervisors representing the club throughout the property
Each position needed to maintain a consistent club identity while providing comfort, durability and professional presentation.
The Solution
Feury Image Group worked with Howell Pointe Swim Club to develop a coordinated apparel program built around the responsibilities of each department rather than issuing a single standard uniform. Every garment was selected with the employee’s work environment, comfort, and interaction with members in mind, while maintaining one consistent visual identity throughout the property.
Lifeguards received lightweight UV-protective performance shirts designed for long hours in the sun. Hospitality staff were outfitted in moisture-wicking performance polos suited for guest interaction, while culinary employees received professional chef apparel appropriate for the kitchen environment. Managers completed the program with premium embroidered apparel that reflected the club’s newly renovated image.
Each department received apparel selected for its work environment while maintaining one consistent Howell Pointe brand identity.
The result is a workforce apparel program that supports employees throughout the summer while presenting members with one polished, professional experience across every area of the club—from the front gate and pool deck to the clubhouse and dining facilities.
“After investing in renovating our club, we wanted our team to reflect the same level of quality our members experience throughout the property. We weren’t looking for uniforms—we were looking for the right apparel for every position. Feury Image Group helped us build a program that fits our staff, helps keep our staff comfortable throughout the summer, and presents one consistent image to our members.” — Mike Almeida, Owner, Howell Pointe Swim Club
Built Around Every Role
The completed program demonstrates how thoughtfully selected apparel supports both employee performance and the member experience. Lifeguards, hospitality staff, culinary employees, management, and seasonal employees each wear garments suited to their responsibilities while presenting one coordinated Howell Pointe identity. The result is a workforce that reflects the same attention to quality found throughout the club—comfortable for employees, welcoming for members, and consistent with the property’s renewed image.
Lifeguards
The club’s new logo was applied using durable Direct-to-Film (DTF) decoration on both long and short sleeve UV-protection performance shirts. These garments help provide sun protection during long shifts while creating a clean, highly visible appearance around the pool.
Food Service Staff
Food service employees move constantly between outdoor seating, the clubhouse, and member events throughout the day. Lightweight Red Kap performance polos provide a polished hospitality appearance, while skorts and cooling performance shorts improve mobility and comfort during long summer shifts. The result is a professional presentation that supports employees without sacrificing the club’s upscale image.
Culinary Team
Premium chef apparel was selected to meet the demands of a busy commercial kitchen. Oil-resistant fabrics and perforated cooling panels help chefs remain comfortable during long shifts while maintaining the professional presentation expected throughout the club.
Management
Management apparel was selected to reinforce a polished leadership presence throughout the property. Cooling performance polos keep supervisors comfortable as they move between the clubhouse, pool deck, dining areas, and member events throughout the day. Multiple color options allow managers to coordinate with different departments while maintaining one consistent Howell Pointe identity.
Smoothie Bar
Sometimes practicality leads the way. Because smoothie preparation can be messy, employees working at this station wear black performance polos that better withstand frequent spills while remaining on-brand.
Looking Ahead
The Howell Pointe program continues to evolve. Future plans include branded merchandise for members, including:
- Club apparel
- Seasonal collections
- Member gifts and accessories
More Than Matching Shirts
The finished summer workforce apparel program demonstrates an important principle: uniform programs work best when they are built around the work—not around a single garment.
Employees remain more comfortable. Managers receive apparel appropriate to their responsibilities. And the organization presents one consistent brand while allowing each role to perform at its best.
“The goal isn’t to put everyone in the same shirt. The goal is to make every employee look like they’re part of the same organization while giving each team apparel that’s appropriate for how they actually work. That’s where successful uniform programs begin,” said Matt Marinelli, Feury Image Group Uniform Program Expert.
The Bigger Picture
Although designed for a private swim club, many of the same apparel decisions translate directly to organizations with outdoor or seasonal workforces.
The same principles apply to:
- Municipal parks and recreation departments
- Golf courses and country clubs
- Landscape companies
- Marinas
- Summer camps
- Resorts
- Facilities management teams
- Public works departments
- Outdoor event venues
- Hospitality organizations
- Zoo, museum and attraction staff
Different jobs require different apparel—but every employee should represent one consistent brand.
“Every workforce has different working conditions,” says Marinelli. “Whether it’s a lifeguard in the sun, a chef in a hot kitchen, or a maintenance technician outdoors all day, the summer workforce apparel program should support the work first. That’s true at a swim club, and it’s equally true across countless industries.”