Find Your Balance - San Luis Obispo Spa Vacation

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  • Find Your Balance - San Luis Obispo Spa Vacation

    1. 1. Susie Brewster, Tess Capacasa, Brendan Gough, Geoff Greer<br />1<br />
    2. 2. Spa-Goers in the U.S.<br />26% of adults in the U.S. have visited a spa<br />15% have visited a spa during the last 12 months<br />71% of these spa-goers have been visiting spas for at least 3 years<br /> (ISPA Spa-Goer Study, 2006), <br />(Identifying the Spa Traveler, 2006)<br />2<br />
    3. 3. Spa-Goers in the U.S.<br />How long have U.S. spa-goers been visiting spas?<br />(ISPA Spa-Goer Study, 2006)<br />2a<br />
    4. 4. Profile of a Spa Traveler<br />Spa travelers are almost twice as likely as others to be core spa-goers<br />63% of U.S. spa-goers visited a spa while on an out-of-town, overnight trip in the past year<br />81% of U.S. spa travelers stay at a resort/hotel spa when on a spa vacation<br /> (Identifying the Spa Traveler, 2006)<br />3<br />
    5. 5. Profile of a Spa Traveler<br />3a<br />
    6. 6. Education<br />81% of all spa-goers have a college degree<br />41% of all spa-goers have had post-graduate schooling<br />Income<br />85% of all spa-goers have household income over $50,000<br />44% of all spa-goers have household income over $100,000<br /> (ISPA Spa-Goer Study, 2006) <br />Profile of a Spa Traveler<br />4<br />
    7. 7. 4a<br />Profile of a Spa Traveler<br />
    8. 8. Target Segments<br />Girls Getaway<br />Couples <br />Ages 18 – 34 <br />Ages 35 – 54<br />Ages 55 + <br />5<br />
    9. 9. 28% of U.S. spa-goers’ typical spa partner is a spouse or domestic partner<br />Couples account for roughly 40% of Sycamore Mineral Spring’s customer base<br />Couples account for roughly 35% of Madonna Inn’s spa customers<br />(ISPA Spa-Goer Study, 2006), <br />(Sutton, 2011), (Crellen, 2011)<br />6<br />Couples Vacation<br />
    10. 10. 6a<br />Couples Vacation<br />
    11. 11. Ages 18 to 34:<br />Phycological/Social/Emotional Needs:<br />More interested in the “couple experience”<br />Often don’t know what to expect at a spa<br />Physical Needs: Most popular treatments<br />15% participate in couples massages<br />Lovebirds massage (Spa at Madonna Inn)<br />(Identifying the Spa Traveler, 2006), (Sutton, 2011)<br />7<br />Couples Vacation<br />
    12. 12. Ages 35 – 54<br />Psychological/Social/Emotional Needs<br />Highest level of concern about convenience of time and location<br />Physical Needs <br />12% participate in couples massages<br />Most likely to choose deep tissue massages<br /> (ISPA Spa-Goer Study, 2006)<br />8<br />Couples Vacation<br />
    13. 13. Ages 55 and over<br />15% have been visiting spas for more than 20 years<br />Psychological/Social/<br /> Emotional Needs<br />Know what to expect from spas<br />Not intimidated by spa experience<br />Physical Needs<br />Only 5% participate in couples massages<br />(ISPA Spa-Goer Study, 2006)<br />9<br />Couples Vacation<br />
    14. 14. 69% of spa-goers are female<br />54% of female spa-goers are married, but only 18% visit spas with their spouse<br />43% of female spa-goers visit spas with a close group of friends<br />(ISPA Global Consumer Study, 2008),<br /> (ISPA Consumer Study, 2006)<br />10<br />Girls Getaway<br />
    15. 15. 10a<br />Girls Getaway<br />
    16. 16. Ages<br />Wide-ranging: mother/daughter, friends/reunions, weddings/showers<br />Average age of 41<br />Education/Income<br />77% of female spa travelers have a college degree <br />37% have had some post-graduate schooling <br />85% have a household income of over $50,000, <br />(Sutton, 2011), (The Travel Institute: Spas, 2003), (ISPA Spa-Goer Study, 2006)<br />11<br />Girls Getaway<br />
    17. 17. 11a<br />Girls Getaway<br />
    18. 18. Spa-Goers By Age<br />(The Travel Institute: Spas, 2003)<br />11b<br />
    19. 19. 11c<br />Girls Getaway<br />
    20. 20. Girls Getaway<br />Consistent Among Age Groups<br />Psychological Needs<br />Want to feel pampered and catered to<br />31% go to feel better about themselves<br />Emotional needs<br />28% go to improve mental/emotional health<br />68% of spa-goers rated relieving stress as a driving force in booking spas <br />Social needs<br />22% go to improve appearance <br />(Spa travel Survey, 2011), (Identifying the Spa Traveler, 2006), (The Travel Institute, 2010), (ISPA Spa-Goer Study, 2006), <br />12<br />
    21. 21. Reason for Visiting Spas: Females By Age<br />12a<br />
    22. 22. Girls Getaway<br />12b<br />
    23. 23. 12c<br />Girls Getaway<br />
    24. 24. Physical Needs<br />37% go to sooth sore muscles/joints<br />22% go to improve appearance<br />Most popular treatments<br />Full-body massage<br />Manicure<br />Pedicure<br />Facial<br />(ISPA Consumer Study, 2006)<br />13<br />Girls Getaway<br />
    25. 25. Activity Preference: Females By Age<br />13a<br />
    26. 26. Girls Getaway<br />Travel Interests<br />Sight-seeing<br />Fine dining<br />Beach<br />Concerts<br />Wine Tasting<br />Shopping<br />(Spa Travel Survey, 2011)<br />14<br />
    27. 27. 14a<br />Spa Vacation Activities<br />
    28. 28. Female<br />Non Minority<br />Early Forties<br />Going to spas for over a year<br />Visit was a day spa<br />Primarily uses spas to alleviate stress<br />Uses resort/hotel spas on occasion<br />Most often receives body massage, pedicure/manicure, and a facial<br />Usual spa visit lasts 1-2 hours<br />Graduated from college and makes $50K+<br />(ISPA 2006 Spa-goer Study)<br />Target Consumer Profile<br />15<br />
    29. 29. What Women Want From a Vacation<br />56.7% want to experience natural surroundings<br />49.5% want to go shopping<br />45.9% want to do exciting things<br />49.1% want to get away from it all<br />43.3% want to do as many things as possible<br />(Educated Women Travel Experiences, 2001)<br />16<br />
    30. 30. 50% of females prefer online resources for travel information and planning<br />39% of females rely on friends’ referrals <br />Significantly fewer utilize travel guide books, travel agencies, and television advertising<br /> (Spa Travel Survey, 2011)<br />17<br />Travel Information Sources for Females<br />
    31. 31. 17a<br />Travel Information Sources for Females<br />
    32. 32. Emotion<br />Videos should be upbeat and energizing <br />Women aged 25-54 are streaming more entertainment-related content than anything else<br />Use TV and film to escape from the stress and responsibilities of daily life<br />Emotional triggers: need to “catch-up,”“energize,” or “decompress,” and keep from “feeling alone”<br />Utility<br />News, weather, information necessary for the day<br /> (Women Connecting Video, 2009)<br />18<br />Marketing to Women with Video <br />
    33. 33. Behavioral<br />Frugality is a major motivator<br />Health and wellness is the second most popular content viewed by women age 25-54<br />Women pay attention to online advertising and will click sponsor links that speak their language<br />(Women Connecting Video, 2009)<br />19<br />Marketing to Women with Video<br />
    34. 34. Reason for success:<br />YouTube is the #1 ranked video website in the US and #3 for most visits among all categories <br />YouTube Demographics: <br />Median age is 33 years old<br />Median income is $74,000<br />69% have at least some college education<br />Slightly female dominated (52% female, 48% male)<br /> (Hitwise, 2011)<br />20<br />Video Marketing<br />
    35. 35. YouTube Age Breakdown<br />20a<br />
    36. 36. This study looked at women 25-44-years-old to see how they engage with online video and are driving sector growth.<br />Nielsen Study – How Women Connect With Online Video<br />20b<br />
    37. 37. Nielsen Study – How Women Connect With Online Video<br />20c<br />
    38. 38. 4:00 pm Arrive in SLO, check into the Madonna Inn<br />5:00 pm Dinner at Koberl at Blue, SLO<br />8:00 pm Spa Girls Package at Sycamore Mineral Springs<br />10:30 Return to Madonna Inn for the night<br />21<br />Itinerary: Thursday<br />
    39. 39. Exemplifies variety, moderation, and balance through the entire menu.<br />Features seasonally fresh, clean, whole foods with high nutritive value and minimal processing such as:<br />Whole grains, legumes, and beans.<br />Brightly colored fresh fruits & vegetables.<br />Lean protein sources.<br />Fresh herbs, minimize added salt.<br /> (Destination Spa Vacations, 2010)<br />21a<br />Key Components of Destination Spa Lifestyle Cuisine <br />
    40. 40. Emphasizes mindful portion sizes and regularly patterned eating.<br />Utilizes preparation and cooking methods that maximizes and enhances the beauty, flavor, texture and nutrition of the food.<br />Embraces and incorporates credible nutrition.<br />Incorporates and promotes the sustainability of agricultural resources.<br /> (Destination Spa Vacations, 2010)<br />21b<br />Key Components of Destination Spa Lifestyle Cuisine<br />
    41. 41. “While we definitely get a lot of couples staying here, groups of women seem to be our most frequent customers.” – Alexandra Sutton, Spa at Madonna Inn Manager<br />Reviews:<br />3.93 Star rating, Yelp.com<br />(Sutton, 2011), (Yelp, 2011) <br />21c<br />Madonna Inn<br />
    42. 42. Profile of a Spa Traveler<br />(Identifying the Spa Traveler, Pg. 23)<br />21d<br />
    43. 43. 21e<br />Madonna Inn: Pricing<br />Each room listed accommodates four adults comfortably.<br />
    44. 44. Koberl at Blue - 998 Monterey Street, San Luis Obispo<br />Chefs select the freshest and finest ingredients available, many from local growers and producers<br />Variety of appetizer, salad, and entree items containing lean protein, organic vegetables, and fresh herbs<br />Extensive wine menu ranging from local to international varieties<br />Reviews:<br />4.11 Star rating, Yelp.com<br />“Some of the best food in SLO. Neat twist on flavors, great ambiance, great service and music after 9. A bit pricey, but worth the splurge. Great bar, they are known for their martinis.” – Shannon, Woodland Hills<br />“Best fine dining in san luisobispo. we went here on valentine's day and the ambiance and service was amazing. we tried the veal sweatbreads, empanadas, and the duck confit and breast. everything was fantastic. they have a great beer and wine list, and the chocolate lava cake is crazy good.” – Denise, San Luis Obispo<br />(Koberl at Blue, 2011), (Yelp.com, 2011)<br />21f<br />Koberl at Blue<br />
    45. 45. Sycamore Mineral Springs<br />“As part of the Spa Girls Package for $125 per person you will each receive one 60 minute massage or facial. You can chose between the Wine Therapy, Signature Message, Integrative Message, Deep Tissue Message, Signature Facial, or Deep Sea Custom Facial. The package also includes a 60 minute soak in our Oasis Hot Tub where your group will have the entire 30 capacity tub for the duration of your soak.” – Charles Crellen, Sycamore Mineral Springs, Spa Manager<br />New Times 2011 Best of SLO County – Best Day Spa<br />New Times 2011 Best of SLO County – Best Place to Get a Massage <br />Guests can bring own Champagne for sipping<br />Spa Gift Bag upon departure (includes lotion, scrub, gel-face mask, and shower cap)<br />(Crellen, 2011), (New Times, 2011) <br />21g<br />
    46. 46. Willing to Visit Day-Spa on Vacation<br />21h<br />
    47. 47. 8:00 am Coffee and a light breakfast at Black Horse, SLO<br />9:30 am Begin Estero Bluffs/Paso Westside Wine Hike, Paso Robles<br />11:30 am Gourmet picnic lunch at Harmony Cellars<br />1:00 pm Wine and olive oil tasting in the Far Out Winery area west of Paso Robles<br />4:00 pm End tasting tour, return to the Madonna Inn<br />5:00 pm 90 minutes of treatment at The Spa at Madonna Inn<br />8:00 pm Dinner at Novo, SLO<br />22<br />Itinerary: Friday<br />
    48. 48. New Times 2011 Best of SLO County – Best SLO Coffee Shop<br />“Between around 7:30 and 9:00 is definitely one of our busiest times, it’s super easy to just stop by for a coffee and we have some of the best pastries you’ll ever eat.” – Kiley Christensen, Barista, Black Horse Coffee Shop<br />Reviews:<br />“BEST white mocha I‘ve ever had.” – Sammy, San Diego<br />“This place is legit. Awesome coffee in a non-pretentious atmosphere...I'm a fan.” – Darren, San Luis Obispo<br />“This is likely the best place to grab a great cup of joe in this little town called SLO. The ambiance is great for catching up with friends.” – Tiffany, Berkeley<br />(New Times, 2011), (Christensen, 2011), (Yelp.com)<br />22a<br />Black Horse Coffee Shop<br />
    49. 49. Estero Bluffs/Paso Westside Wine Hike<br />“After meeting in the sleepy beach town of Cayucos, we'll shuttle to a trailhead just north of town and hike along low bluffs and a series of secret beaches. Your naturalist guide will explain about the delicacy and richness of these varied coastal eco-systems while you watch for sea otters and harbor seals playing in the rocky surf. Beyond the surf line, the views south to Morro Rock, Estero Bay and Montana de Oro are stunning. A short shuttle up the coast brings us to Harmony Cellars for a delightful gourmet picnic lunch. After lunch we’ll visit wineries of the Far Out Winery area west of Paso Robles, including Tabias Creek, Opolo Vineyards or Haiter Ranch.”<br />- Central Coast Outdoors<br />22b<br />
    50. 50. “If you stay at the Madonna inn I would highly recommend the spa. We had a couples massage the first day and I went back for a scalp and foot massage the next day. The cookie and tea you get after your service is delicious!” – Holly, Bakersfield<br />(Yelp.com, 2010)<br />22c<br />Spa at Madonna Inn<br />
    51. 51. Spa at Madonna Inn: Pricing<br />22d<br />
    52. 52. New Times 2011 Best of SLO County – Best SLO Restaurant <br />New Times 2011 Best of SLO County – Best Restaurant Period<br />Additionally, voted Best SLO Restaurant 2008, 2009, 2010 by New Times Readers<br />Reviews:<br />“Love this place. I always go here when planning a nice dinner. The atmosphere is beautiful and the food is outstanding.” – Meeshell, Atascadero<br />“Novo has an enticing menu with a wide range of choices to please almost anyone. The service is friendly, the wine list heavy on local choices from the Central Coast, and the wait staff knowledgeable about food and drink.” – Jenny, Maui<br />“Set against a rich eclectic backdrop, Novo's international flavors are the leading ingredients in an exotic dining experience. A favorite with both locals and tourists, Novo is a truly a San Luis Obispo experience.” – Yahoo Local<br />NOVO Voted San Luis Obispo County's Best Restaurant 2008 & 2009 & 2010 by New Times Readers<br />(New Times, 2011), (Tripadvisor.com, 2011)<br />22e<br />Novo Restaurant & Lounge<br />
    53. 53. 9:00 am Breakfast at Big Sky Cafe, SLO<br />12:00 pm Tour 1 at Hearst Castle, San Simeon<br />2:00 pm Lunch at Moonstone Beach Bar and Grill, Cambria<br />4:15 pm Return to Madonna Inn<br />6:00 pm 60 min. Treatment at Nekkid, Avila<br />7:30 pm Dinner at Custom House, Avila<br />9:30 pm Return to Madonna Inn<br />23<br />Itinerary: Saturday<br />
    54. 54. The Wall Street Journal – “Off the Beaten Track: San Luis Obispo”<br />Big Sky Cafe was featured in the Health & Travel section of the October 21, 2008 edition of the Wall Street Journal.<br />“Where to eat: Big Sky Cafe is bustling and fun and specializes in produce from local farms.”<br />(Bigsky.com)<br />23a<br />Big Sky Cafe<br />
    55. 55. “Our guests really love visiting Hearst Castle. It is definitely one their favorite things to do while visiting the area.” – Alexandra Sutton, Spa at Madonna Inn, Spa Manager<br />Reviews:<br />“A must see in California – highlight of our California trip!” – Paula, Ontario<br />(Sutton, 2011), (Tripadvisor.com)<br />23b<br />Hearst Castle<br />
    56. 56. “Moonstone Beach Bar & Grill is a MUST for lunch/dinner by the beach during a Hearst Castle trip.” – FoodDood, Los Angeles<br />“As a government agency, we are not in a position to make specific recommendations on restaurants, but here is additional information on a selection of restaurants that might help you make a decision as to where you would like to dine.  This information is located on the Cambria Chamber of Commerce website.” – Pendleton Harris, California State Parks, 2011<br />“Moonstone Beach Bar & Grill: Breathtaking view of the ocean, dine inside or out. The food is deliciously prepared with all the finest ingredients. Seafood, steaks, chicken, pork and pasta.” – Cambria Chamber of Commerce, 2011<br />(Tripadvisor.com), (Harris, 2011),<br />(Cambria Chamber of Commerce, 2011)<br />23c<br />Moonstone Beach Bar & Grill <br />
    57. 57. Reviews:<br />“The atmosphere here really puts you at ease. A really great combination - coffee shop, clothing store, and spa.” – Julia, San Luis Obispo<br />“Go soon.  Your body will love you.” – Debora, Clovis<br />“Best message ever. If you haven’t been to Nekkidd you’ve missed out on the magic.”– Debora, Clovis<br />“Went with a stressed mind and tired body to enjoy a deluxe massage with Eldonna. Came out feeling rejuvenated and calm.”– Krista Martin<br />(Yelp.com, 2010), (Facebook.com, 2011) <br />23d<br />Nekkid Day Spa <br />
    58. 58. 23e<br />Nekkid Day Spa: Pricing<br />
    59. 59. New Times 2011 Best of SLO County – Best Avila Beach Restaurant<br />Reviews:<br />“Great restaurant in a wonderful location! Food is delicious, view is amazing and their large outdoor patio is just awesome!” – Nicole, Pismo Beach<br />“Cool place! Good food, friendly waiters, service prompt. Full bar!” – Steve, Newbury Park<br /> (New Times, 2011), (Yelp.com)<br />23f<br />Old Custom House<br />
    60. 60. 10:00 am Check out of the Madonna Inn <br />10:30 am Brunch and live music at Palazzo Giuseppe<br />12:30 Shopping downtown (Hands Gallery, Avanti), SLO<br />24<br />Itinerary: Sunday<br />
    61. 61. “We definitely get a lot of tourists, especially for Sunday Brunch. The location’s really great for relaxing on the patio with a mimosa before shopping around downtown.” – Brian Gust, Palazzo Giuseppe, General Manager<br />“Most people really appreciate how fresh our ingredients are since we either buy all of the produce we use at Farmer’s every week or use whatever Joe’s growing on his farm. We also know a lot of guys over in Pismo that hook us up with amazing fresh seafood.” – Richard Wirz, Palazzo Giuseppe, Head Chef<br />“My passion is farming, so if I’m not growing it (at his South County farm) I’m shopping at farmers markets. I’m friends with all those farmers, plus we’ve got Morro Bay oysters, Cayucos abalone, rock crab from Avila … look how lucky we are here!” – Giuseppe Difronzo<br />“Hands down my favorite restaurant in San Luis Obispo. The food is excellent, and head chef Richard is a master of his craft.” – Jake, San Luis Obispo<br />“The is the best place for a good brunch on Saturdays and Sundays with bottomless mimosas.” – Triple J, Morro Bay<br />(Gust, 2011), (Wirz, 2011), (Yelp.com, 2010)<br />24a<br />Palazzo Giuseppe<br />
    62. 62. 24b<br />Palazzo Giuseppe: A Colorful Example<br />(The Tribune, 2011)<br />
    63. 63. Great American Main Street Award Winner<br />“San Luis Obispo, California was awarded The Great American Main Street Award in 1999 by the National Trust For Historic Preservation. Since 1995, this esteemed award has been presented to five US Cities each year, recognizing them for their successful preservation-based downtown revivals.” – San Luis Obispo Downtown Association<br />Hands Gallery<br />Open Sunday 11:00 am-5:00 pm<br />“Hands Gallery has been offering local residents and visitors the very best selection of fine contemporary crafts and one-of-a-kind gifts for over 20 years. We are proud to showcase the work of talented local artists.” – Hands Gallery<br />Avanti <br />Open Sunday 11:00 am-6:00 pm<br />High-end clothing boutique that primarily caters to early- to middle-aged women<br />(SLO Downtown Association, 2011), (Hands Gallery, 2011), (Avanti, 2011)<br />24c<br />Shopping Downtown San Luis Obispo<br />
    64. 64. Females prefer serene videos that enable the user to experience the location before visiting<br />Over 70% of females prefer online travel videos to be between 30 seconds and 5 minutes<br />90% of females use video hosting sites, online travel agencies, and travel supplier websites to watch travel video<br />(Spa Travel Survey, 2011)<br />Online Video Preferences for Females<br />25<br />
    65. 65. Length Preference for Travel Videos (Females)<br />25a<br />
    66. 66. Travel Video Type Preference (Females)<br />25b<br />
    67. 67. Primary Online Travel Video Location (Females)<br />25c<br />
    68. 68. "At Palazzo Giuseppe, experience Italy in downtown SLO." The Tribune [San Luis Obispo] 23 June 2010: n. pag. SanLuisObispo.com. Web. 23 May 2011.<br />“Big Sky Café – Home” Big Sky Café – Home. N.p., n.d. Web. 23 May 2011. <http://www.bigskycafe.com/reviews/>.<br />Cambria Chamber of Commerce. 2010. 5 May 2011 <http://www.cambriachamber.org>.<br />Central Coast Outdoors. 2003-2010. 13 May 2011 <http://centralcoastoutdoors.com>.<br />Chappell, Brian. "2011 Social Network Analysis Report – Geographic – Demographic and Traffic Data Revealed « Ignite Social Media." Ignite Social Media. N.p., n.d. Web. 23 May 2011. <http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/>.<br />Christensen, Kiley. Personal interview. 14 April 2011. <br />Crellen, Charles. "Spa Interview." Telephone interview. 8 May 2011.<br />Bibliography<br />26<br />
    69. 69. Gust, Brian. Personal interview. 30 Mar. 2011. <br />Hands. 2011. 11 May 2011 < http://handsgallery.com>.<br />Identifying the Spa Traveler: A Look at US and Canadian Consumer Attitudes and Motivators for Spa Vacations (2006). Ottawa: Canadian Tourism Commission, 2006. Print. <br />ISPA 2006 Spa-Goer Study, Chapter 2, Overview of the Spa-Going Consumer Population<br />Koberl At Blue. 2010. 9 May 2011 <http:// www.epkoberl.com/c.php>.<br />Martin, Krista. 2011. 16 May 2011 <http://facebook.com>.<br />ISPA 2006 Spa-Goer Study, Chapter 2, Overview of the Spa-Going Consumer Population<br />Koberl At Blue. 2010. 9 May 2011 <http:// www.epkoberl.com/c.php>.<br />Martin, Krista. 2011. 16 May 2011 <http://facebook.com>.<br />Bibliography, Cont.<br />27<br />
    70. 70. New Times Best of Slo County. 2011. 15 May 2011 <http://www.newtimesslo.com/special-issue/41/new-times-best-of-slo-county-2011>.<br />Pennington-Gray, L. A., and D. L. Kerstetter. "What Do University-Educated Women Want from Their Pleasure Travel Experiences?" Journal of Travel Research 40.1 (2001): 49-56. Print.<br />“Reviews of Hotels, Flights, and Vacation Rentals – TripAdvisor.” Reviews of Hotels, Flights, and Vacation Rentals – TripAdvisor.N.p., n.d. Web. 23 May 2011. <http://tripadvisor.com>.<br />Rick, Christophor. " How Women Connect With Online Video - The Female Demographic." Video Marketing = ReelSEO, The Online Video Marketing Guide. N.p., n.d. Web. 23 May 2011. <http://www.reelseo.com/women-connecting-video/>.<br />San Luis Obispo Downtown Association. 2011. 14 May 2011 < http://www.downtownslo.com>.<br />Bibliography, Cont.<br />28<br />
    71. 71. "Spas: A Lifestyle Specialist Course." The Travel Institute. N.p., n.d. Web. 22 May 2011. <www.thetravelinstitute.com/pd>.<br />Sutton, Alexandra. Personal interview. 27 Mar. 2011. <br />"Variations & Trends on the Consumer Spa Experience." ISPA 2006 Consumer Trends Report Dec. 2006: 22-25. Print.<br />Wirz, Richard. Personal interview. 4 May 2011. <br />Yahoo Local. 2011. 13 May 2011 <http://yahoo.com>.<br />Yelp San Luis Obispo. 2004-2011. 13 May 2011. <http://www.yelp.com>.<br />Bibliography, Cont.<br />29<br />

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