Spa-Business

I am very new to the spa industry but would like to open my own day spa within the next 6 months. I would like to go with an Asian theme preferably japanese. Can you point me in the direction of Asian treatments and products and asian inspired designs for spas maybe in pictures. Also i would appreciate a foundation plan. Right now i’m really confused as to which direction to turn. What type of office space would make more sense to lease (a beauty salon, doctors/dental office or just an open floor plan office space) as there is no existing spa in my area. I would like to start out small, how many rooms would i need besides the reception area if i plan on having 2 massage treatment rooms and i also want to do facials and foot massages. what type of rooms are generally found in a day spa. thanks

Dear Jade,

Before you start, I would advise that you do a Business Plan and Market Analysis to determine the feasibility of what you plan to do.  If you are not sure of how to write one or how to perform a Market Analysis, then you should consider either hiring a Spa Consultant or if you do not have the funding to do that, then I would advise that you contact the small business association in your area or  SCORE which is comprised of retired business executives http://www.score.org.

In regard to Japanese Therapies, here are a few.  However, these are very technical services and really require proper additional training and certification to perform.  Seeing how there are no spas in your area currently, You may not find specialists in your area who can perform these services.  So, hiring staff may be a challenge.

Shiatsu

Ashiatsu

Thai Massage

Anma Massage

Reiki

Accussage

Accupunture

Acu Facials

Anma Facial

Facials & Body treatments incorporating Japanese Herbs or Green Tea

Japanese Enzyme/Herbal Baths

Location is going to be key, and starting out small is a good idea.  Do consider how long your lease is for, because if you need to expand you do not want to be locked in.  You will probably need to be in a high traffic area.  Going into a strip center with a good anchor or a location where they are already generating the type of traffic /cliental that you determine is your market audience is also important.  Locations near a salon, Fitness club, yoga/palates studio is beneficial.  Developing a network with dermatologists, chiropractors, and plastic surgeons is advisable.

Make sure you get all of the legalities clarified so you know what is required in your area to operate an establishment with massage, aesthetics and nail services.  Verify the need for water and equipment in the treatment rooms as required by local ordinances. 

To view locations for ideas, just Google Japanese Day Spas and you can get a few ideas.  Or visit Japanese restaurants to get inspired on colors and features.  Spa Trade has a buyers guide that can assist you with locating Equipment companies. 

Good Luck if you need assistance as you move forward please feel free to contact me.

Marie Bernat

COO Spavelous

The Largest Spa Directory 

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 What is it really? A $200 pedicure.  It takes place at La Prairie Spa at the Beverly Hills Hotel. You slip into a terry robe and slippers and sip a cup of Introspection tea, then an attendant leads you into a candle-lighted massage room. Once you’ve disrobed (for a foot treatment?), you stretch out on the table and await your “reflexology.” La Prairie lotion is lavished on your feet, which are then given a vigorous shake.

But the reflexology never comes — just some light petting. The robe goes back on, you’re led into a pedicure room — a really nice pedicure room, with a reclining chair that makes you feel like you’re floating, and a view of a gorgeous garden. The pedicure looks and feels great — this time there’s real massage — and then you relax in the garden while the polish dries.  The “After Shopping Paradise” is just one of a growing number of crazy-expensive spa treatments at luxury hotels. Not so long ago, hourlong massages for $60 were easy to find, even at upscale day spas.

Now a regular old 60-minute Swedish massage will set you back $220 at Montage Resort & Spa’s ocean-view facility in Laguna Beach.  In the spa at the Peninsula Beverly Hills, a two-hour massage costs $385 — but the massage oil is “infused” with rubies and emeralds.  Spa directors explain that there are reasons for the astronomical prices. As hotels and even some day spas build multimillion-dollar facilities, their owners say they’re pressured to make a profit. “In the ’90s, spas were thought of as an amenity that would drive room rates,” says Anne McCall, general manager of spas for Fairmont Raffles Hotels International.  

The spa industry doesn’t have a formal rating system, explains Maureen Schumacher, director of Le Spa at Sofitel in Los Angeles. “In the eyes of the public, we are judged by the rates we charge,” she says. “The more we charge, the more exclusive we seem.” (Le Spa’s basic massages range from $125 for a 50-minute “So Relaxing” treatment to $145 for a deep-tissue massage.) “The massage is often the first introduction to a spa experience,” says Lynne McNees, president of the International Spa Assn. “And once you have it, you’re hooked at top resort hotels across the nation and particularly on the coasts, treatment prices have shot up in sync with room rates and ever-increasing expectations.

Hotels are especially adept at creating the most lavish environments, complete with prestige beauty products, marble showers, heated massage tables with silk blankets and daylong treatments. They spin the treatments as “indulgences,” and charge accordingly.  . Day spas also are reaching deeper into wallets as they upgrade the treatments and the trappings. The basic 50-minute massage at the 6-week-old Voda Spa in West Hollywood is already pricey at $125, and guests must also pay a $50 admission fee that allows access to a pool, saunas, steam rooms, a cafe and even a bar outfitted with Wi-Fi and flat-screen TVs. Sparing no expense, the spa at Santa Barbara’s Four Seasons Resort, the Biltmore, hired star architect Peter Marino for its recent redesign, which includes two-level, loft-like treatment rooms that overlook the ocean and a rose garden. 

Someone’s getting a raise IF the rising salaries of top spa personnel are any indication, there’s lots of money being made inside those gilded treatment rooms. This year, spa directors are expected to see their average salaries jump at least by $10,000 to $85,000 a year, according to the International Spa Assn. and WageWatch.  

Spa trade groups such as the International Spa Assn. say they are trying to address the issue of perception and value by instituting standardized business practices that will help unify the industry.

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Woodstock practice part of growing trend of spa, or concierge, dentistry  A waterfall adorns the entrance and heated sidewalks lie underfoot. Leather couches, hardwood floors and free Wi-Fi await visitors.

Tischler Dental, a three-dentist practice, moved from an aging building two miles down the road and opened the $3 million, 10,000-square-foot office on Route 375 in January. Here, patients gaze through large windows toward a wooded landscape and watch movies on TV screens mounted to their chair.

Capitalizing on the new office, quaint town, and proximity of a 4-star resort, the dentists hope to attract cases of tooth decay and stained smiles from New York City and beyond.

Most of its clients are Ulster County adults and children seeking general dentistry, but Tischler Dental wants to be a national destination.

Concierge dentistry, or spa dentistry, is on the rise. A national survey conducted in 2003 found that half of dentists offer some type of amenity, such as headphones, neck rests, warm towels and free beverages. About 5 percent take it further with massages, facials and pedicures.

A hot oil and herb poultice massage certainly takes the edge off the pain and discomfort.

Guests also can choose from a long menu of spa treatments — from a Bindi herbal body treatment to a maple syrup bath. And of course, the chef will prepare meals that accommodate the guest’s dental situation.

Sharon Johnson’s hands gripped the armrests of the dental chair, and she watched CNN on the TV through tinted glasses. The Clifton Park resident was in the final stages of a full-mouth rehabilitation under Tischler’s care.

“I’m very funny about my teeth,” Johnson said. “I like them white and even.”

Johnson has stayed at the Emerson during several of her visits to the Woodstock dental office. The resort’s high price tag doesn’t ruffle her.

Anything that relaxes patients is good, said Matthew Messina, a Cleveland dentist and consumer adviser for the American Dental Association.

“There are dentists that have spas right in their office.

Tischler said his spa package isn’t for everybody, but he hopes it appeals to 20 or so patients a year.

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Mushrooming of the so called Ayurvedic massage parlors and spas sans qualified Ayurvedic therapists is posing a threat to the health of customers as well as the credibility of the Indian stream of medicine, say experts.

During the past few years, a lot of centers have sprung up offering ayurvedic massages and therapies as part of wellness treatments and they often “dilute” the treatment methods for making a quick buck, they say.

“Even though this shows the growing popularity of Ayurveda, the attempt to dilute the system for purely commercial interests will do great harm to this stream of medicine,” said Dr U Indulal, Deputy Director, Arya Vaidya Pharmacy, Coimbatore.

Echoing his view, Dr C Madhusoodanan, Chief of the Ayurveda wing at Kumaran Hospital, Chennai, said many of the centres do not even have doctors, proper facilities, medicinal oils or qualified therapists.

“This would even paint a wrong picture about this ancient system of medicine not only among the people of the country but also the foreigners who show interest in Ayurveda.”

Unlike other streams of treatment like Allopathy and Homeopathy, Ayurveda has treatments that help rejuvenation and wellness. This trait makes it vulnerable to be excessively commercialised, he said.

“To do an oil massage as per the Ayurvedic texts, we need seven therapists and a systematic method has to be adopted as per the advice of the doctor. The choice of oil, massage, preparations etc are prescribed after evaluating the condition of the patient.” 

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Leading Skin Care Line Undergoes Changes in Company Leadership and Product Branding

Jennifer Linder, M.D., a board-certified dermatologist, Mohs skin cancer surgeon, biomedical engineer and chemist, and Richard Linder, a Harvard Business School graduate, have joined PCA SKIN as Chief Scientist and CEO respectively. Dr. Linder’s extensive practice experience and commitment to clinical research will further develop

PCA SKIN’s product pipeline, while Mr. Linder’s expertise in international business will expand the markets offering the line.

“PCA SKIN’s commitment to developing products with the highest quality ingredients attracted me to become more involved with the brand.

Dr. Linder leads all product development and clinical trials for PCA SKIN, developing new products that bridge the gap between aesthetics and medicine. The company has put global skin care education at the forefront of its mission.

Founder Margaret Ancira, who developed PCA SKIN in 1990, remains an integral part of the PCA SKIN organization. Mr. Linder and Ms. Ancira comprises a strategic partnership combining the best of aesthetics, science and business expertise

in the cosmeceuticals industry.

“Dr. Linder and Richard bring exciting ideas, a rare expertise in chemistry and an unparalleled commitment to quality to PCA SKIN,” commented Ms. Ancira. “Under their leadership, PCA SKIN will continue to grow and thrive globally. I am thrilled to have them onboard and our partnership thus far has been a success.”

New Leadership, New Branding

In addition to the new leadership, the company has officially re-branded  itself as PCA SKIN. PCA Professional(TM) Products, PCA(R) MEN, and PCA SKIN(R) Clinical Care Products will fall under the new umbrella of PCA SKIN in order to clarify the company’s vast product offerings. PCA SKIN has also recently launched new product packaging.

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Question form a reader:

I’m a newly licensed esthetician and newly employed. I love what I do, but I need to build a successful clientele base. Any helpful advice/ suggestions/ experiences is greatly appreciated. I don’t want to become another esthetician that gives up too soon due to frustration/lack of money. Thanks so much! Lees

Dear Lees,

Based on the information you provided me, there are things that are within your control and things which are out of your control:

You are employed by a new spa.  The spa owner needs to market and get the word out to the community to encourage and promote the spas business and generate traffic to the spa.  They will need to do this through and internet presence (website) promotion thru Spavelous , local TV presence, PR efforts and community support programs in addition to other local marketing efforts.  Here are 10 key points in no specific order.

1. You need to market yourself remember that you represent your work so your skincare is critical to being a role model for the benefits of your services.  Put your best Face forward.  I can not tell you how many people comment on my skin and what to know what I do.  I am not an aesthetician, but I use the opportunity to promote my aesthetician, the products I use and all spas.
2. If your spa allows service exchanges, offer to do services on the massage therapists, nail technicians and receptionists at your location.  The nail technicians have a captive audience for an hour or two and they have an opportunity to recommend you.  The receptionists can make or break you.  Treat them well, they are the ones to book you.  As a massage therapist, I always tipped my receptionists and locker  staff each day.  Make sure that this is acceptable with your spas owner.  Most owners do try to balance out services, but your fellow employees like to know that you value them.
3. Carry Business cards:  give out your business card to everyone.  If there is a salon or other business where your spa is, go out and visit them.  Meet their staff introduce yourself.  Don’t just wait for them to find you.  Do be respectful of these business and ask how you can help them as well.  Check with the owner of your spa to see if she will allow you to offer an initial introductory offer for those you speak with as you prospect.  Make sure you give your clients a thank you note with your business card at the end of the service.
4. Customer Service:  Follow up with your clients to see how they are doing with the procedure you performed.  Maintain client cards to indicate client concerns, what you used recommendations for the next service and follow-up notes on what their results are.  If the guest is happy with your service and is there anything they would like you to change next time.  If the client is happy, ask them to refer you to their friends and thank them for their business.
5. Knowledge is Power:  You should know, believe in and use the products that you use in the spa.  Product recommendations should come from the heart and you should believe in the benefits and have your own success story.  Share your knowledge at appropriate times with the guest, but allow them to enjoy the service.  Understand all of the key ingredients and the benefits.
6. Do the little extras:  Separate yourself from the competitions with the little extras.  Small things make a Big difference.  Thank you cards, birthday cards, keep them informed of new products, procedures.
7. SMILE and be positive and have good energy.  No one wants to have a service from someone and listen to them complain about where they work, other employees, the tools that they do or do not have, or their life.  The focus is always on the guest.
8. Attitude of Gratitude:  Be grateful for each and every client you have.    DO NOT focus on the clients that someone else got that you think you should have had.  DO NOT complain about how little a tip someone left.  Be grateful for the tip you received. 
9. Refer your clients to others in your spa, They will return the favor.               
10.  Refer your client back to yourself:  Let them know what service you will do on them the next time and why.  Or let them know when they will need to schedule their waxing.  

Good Luck Stay Positive and accept the responsibility for your own success…failure is not an option! 

If you love where you are working, make sure you visit us and sign up for our newsletter so that you can nominate your spa, spa owner and spa director for Spavelous’ 2007 ROSE (Role Models of Operational Excellence) awards.  Information for voting will be out within the next week.

Marie Bernat

COO Spavelous

The Largest Spa Directory

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One of the most popular marketing terms in the hospitality industry is the 3 letter word called “spa.” Other industries have since adopted this term as a marketing tool, e.g., auto spa, spa tea, spa shoes, spa pillows, spa music, spa candles, spa cuisine, spa lifestyle, etc. Spas have become an adjective as well as a noun. Spas are “hot” but it is easy to get “burned” unless your spa development, marketing and management plans are on-trend and market-driven. Consumers are very spa savvy so it’s important to know how to make your spa different from and better than that of your competitors.

If you are planning to add a new spa or re-position your existing spa, consider some of the following trends that will help your spa be marketable and profitable:

Resort-Based “Hybrid” Spa: The hybrid spa is a resort-based spa that attracts a variety of markets in order to maximize its appeal, profitability and yield management potential. It is a resort-spa for the conference guest who may only have time for an ala carte treatment, yet it also appeals to the leisure guest who wants to enjoy an ala carte treatment, a half day spa package or a multi-day themed spa get-away. The local community can use it as a “day spa” that provides everything from an hour to a full day “spa vacation” experience with facilities that the local stand-alone day spa can not provide. The spa can be a membership-based “club spa” for the local community as well as for the lifestyle condo-hotel or residential resort home-owner This resort spa very different from the “spa resort” or destination spa where the experience is 100% spa-focused, e.g., guests at a destination spa are totally entrenched in a multi-day program of spa activities and spa cuisine with no temptations or “outsiders” that can distract from what is intended to be a healthful, life-changing, motivational spa vacation. The spa resort is the slowest growing segment of the spa industry whereas the resort spa is the fastest growing.

Spas are a Business: There will be increased focus on the realities of spa economics. Spa directors will need to be business managers, motivators and marketers. Lifestyle and Workstyle Real Estate: Spas will be part of up-scale residential and country club communities so that people can “live the spa life.” Spas are Places of Celebration and Connection: Spa have gone beyond the pampering experience. Spa design will need to include a variety of spa suites to accommodate 2 or more people (this will be an important way to attract more men since they can go into the spa and actually spend time with their wife or girlfriend). Some suites will be a full “spa within a spa” with private lounge/eating area, treatment areas for a variety of spa services, bathroom with steam shower and sauna, outdoor patio, etc. Some suites will actually be hotel rooms with spa treatment areas as well as fitness equipment. Spa Anywhere/Everywhere: The spa does not need to be confined to the four walls of the spa facility. Look for opportunities to create spa pleasures and benefits that do not require people actually having to go into the spa. When done well, these spa touches can be marketing tools as well as generate additional revenues.

Spa Playgrounds: Spas will pay more attention to creating better facility areas that actually become experiential, self-service treatment areas rather than amenity areas. Spas Need to Offer Service and Not Just Services: Spas will need to focus more on hospitality. Spa staff can not be “order takers”…they need to be “experience makers” and “memory makers.” Successful spas will be those that “over-deliver rather than overwhelm.” Spas Will Go Mainstream: Spa facilities, treatments and pricing will start to focus on the “masses” and not just the “wealthy.” The luxury market expects the spa to be part of their conference or vacation experience, but there are lots of other people who would also enjoy and benefit from the spa experience. There will be an opportunity to create spas that are more main-stream. They will need to offer simpler, more affordable services so that more people can go from being “spa virgins” to “spa veterans.” Spas are here to stay.

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Depending on where your spa is, you may have the blessing of summer tourism and your sales could be booming, or you may be like Arizona where the snow birds have left, the tourists avoid the 100 degree temperatures and your sales are down right down.   Summer is a time for people to vacation, have friend and family reunions, and this time of the year, spend money on the children getting them ready to go back to school. 

The result may be that your spa business has slowed down. With this comes the big question.  Do I advertise when the fish are not there to bite, or do I hold off until the business is back?    The answer is that you should focus on your core clients, and new people coming to your area who are looking for a spa they can call their own. 

5 Keys to summer sales:

1. Let Spavelous send an e-newsletter out to your clients offer a SUMMER or BACK TO SCHOOL special.  Your special will be posted on Spavelous Spa Deal site so you will get maximum exposure to your regular guests as well as Spavelous Members.  Spavelous will customize it with your logo and design it for you. (Spavelous Spa’s Enhanced Program all inclusive $500 a year)   
2. Have a slow day.  Contact Spavelous to send your regular client’s an e-blast letting them know what openings you have for the next day.  Offer a nominal discount to fill those gaps. (Spavelous Spa’s Enhanced Program all inclusive $500 a year)   
3. Have a Basic+ Spavelous membership?  Then provide Spavelous with your spa specials to post in our Spa Deals area, they will be RSS to our subscribers.
4. Feature your Cooling Spa services, like Après Soleil the after sun treatments, or Summer Bronzing, or Cooling Body Masks.
5. Since Summer Time may be Family and friend times, it is a great time to offer: Friends and Family discounts, Girlfriend Getaways and Summer Socials like Martini’s and Manicures, Pedicure Parties, and Summer Spa Tastings.

Make this your best summer yet with Spavelous Summer Spa Sales Assistance.

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