Spa Nomics


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Look at the past and see the future of Spa Business practices

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Spa Nomics

  1. 1. Spa-nomics<br />Bonnie Canavino<br /> President<br />Red Cherry Group<br />2009<br />
  2. 2. We are in a revolutionary era of surprise and innovation!<br />You need to think and act like a revolutionary!<br />Age of the Unthinkable‘Quote from Joshua Cooper Ramo ‘The Age of the Unthinkable’<br />
  3. 3. Age of the Unthinkable<br />
  4. 4. The Midwest Spa vs. the Global Condition<br />First Signs of down turn:<br />Real-estate <br />Financial exchange-economics<br />Travel- the average is15% loss of occupancy<br />Where is the Spa Client Activity today<br />City center spas and resorts<br />Brand name recognized Spas and Resorts <br />
  5. 5. Asian Spa Market steeped in culture service<br />Presentation protocols<br />Comfort to beautify the Spirit <br />Healing Cultural Arts<br />Asian spa financial structure<br />Not pledged with high overhead<br />Use of indigenous healing traditional therapies<br />Client financial commitment is in balance<br />Asian Future Trend<br />Traditional bath houses<br />Offering massage and additional body therapy creating a new cultural venue of spa for the weary traveler<br />Asia is spa Busy and Growing<br />
  6. 6. Identifying the new market<br />
  7. 7. Identifying the new market<br />
  8. 8. The New Luxury Spa Consumer<br />Expectation of Excellence <br />and Advantage!<br />Revolutionary Environment <br />New Service Culture<br />Safe…language and treatment attention <br />Comforting…human connection attention<br /> Personalization…from entrance to end<br />Green & Sustainable<br />Luxury without waste…with a silver spoon<br />Wellness spa BRAND product… Organic, natural…<br />
  9. 9. Complete Wellness Treatment<br />No longer a spa world of stand alone modalities or systems<br />Alternative Healthy Life Style Choices<br />Alternative health treatments for Proactive wellness<br />Accupressure, Reiki, Acupuncture, Energy Work…<br />Personalization incorporated into basic services <br />Rather then Swedish and deep tissue…a custom modality therapy<br />Rather then a Specific facial…created treatment with new modalities<br />Indigenous Cultural Therapy<br />Preventative wellness themes including ancient modalities and healing practices from old cultures<br />Asia, European and New North and South American <br />Searching for brands that offer specific healing therapy features in the forefront <br />The New Luxury Spa Consumer<br />
  10. 10. New Financial Commitment Reflects<br />Understand the New Human Nature<br />Relieve Fear about spending<br />Eliminate stress out of their lives<br />Include to preventative wellness<br />Changes for New Economic Reality<br />Reflect the consumer’s life style…Recycling, Conservation & Self health<br />Spa Service and retail programs to meet, new life management<br />New and Innovative…revolutionize services and retail education and offerings<br />The New Luxury Spa Consumer<br />
  11. 11. Create a Healthier Staff<br />Top Three Strategies <br />Safe and secure work place<br />Healthy environment, green, <br /> sustainable, non toxic, functional… <br />Organic /natural wellness products <br /> for their health and the clients…<br />Non-invasive preventative anti-aging… <br />Education / new skills<br />Up dated traditional modalities…<br />Global alternative health modalities…<br />Spa Departmental Business Building<br /> Proactive management involvement along with support…<br /> New responsibilities and multi-tasking…<br />New Spa Service Professional<br />
  12. 12. New Lifestyle Spa Service<br />Complete Wellness means therapy in every step, touch and product used including<br />Preventative spa health consultation<br />Customized Chosen Service therapy<br />Customized specialized therapy modalities<br />Customized blended professional products <br />Sustainable aids and tools<br />Post-custom therapy and home care retail recommendation experience<br />Personalization Through Customization<br />
  13. 13. New retail trend is in Customization!<br />Customizing….home care to<br /> match her wellness spa service, <br />directly gives you the power to meet <br />the spa guests search for Pro active <br />lifestyle therapy and advantage<br />Personalizing the spa guest <br />home care makes her loyal <br />to you and can grow your <br />retail advantage into new marketing programs<br />Personalization Through Customization<br />
  14. 14. Aromatherapy<br />Specific Collections<br />Herbal Foot Soaks<br />Herbs & Essential Oils<br />Head Massage<br />Shiro Oils<br />Shirodara<br />Detoxifying<br />Dosha<br />Herbal Balancing<br />Massage Modalities<br />Reiki<br />Abhyanga<br />Accupressure<br />Herbal Compress<br />Therapy<br />Floral Water Therapy<br />Sense conditioning<br />Dry Raw herbs<br />Soak, Scrub…<br />Global therapies that Complete the Wellness service!<br />
  15. 15. Innovative programs for the new economic reality that are working!<br />Return Spa client: <br />design a strategic calendar program <br />to match each spa guest’s new financial <br />lifestyle including retail and micro treatments <br />between services.<br />New Prospective and Occasional Spa Client: <br />design seasonal service clubs with <br />retail advantage and free gifts <br />Traveler: <br />design alternative wellness service <br />and retail programs including phone concierge & therapist consultation <br />Group spa guests: <br />design the new group event packages with an organic menu <br />selection, private wellness menu, concierge attendant, <br />lots of complimentary perks and return bonuses…<br />make it different then your spa menu services <br />Marketing Inside the Spa<br />
  16. 16. Write about your new revolution (PR) and e-mail it out! Every magazine lists it’s editor’s addresses+<br />Take advantage of every PR Opportunity that comes your spas way! <br />Look for fund raising events in your community to become a part of or offer any meeting space with a spa experience… <br />Support a local Women’s Club, Art Clubs…chose your culture match<br />Get green involved with local green clubs, green city-officials…<br />Target Hospital “Dinner Benefits”…donate a silent auction gift…<br />Link all PR Marketing on your web-site and highlight the event<br />Create e mail News Card… focus on ”Your Spa Advantage, What’s new or the Events your doing, Who is New and offer an insensitive…<br />Marketing Outside the Spa<br />
  17. 17. Hot Facts!<br />
  18. 18. Act for Action<br />
  19. 19. Questions and Answers<br />