ISPA Academy Articles
An often overlooked aspect of a harmonious guest experience is the design of the spa’s retail area, where a deliberate traffic flow pattern can ensure guests are exposed to a diverse range of purchase options while every step leads them further into the spa’s brand story.
Creating an Inviting Entrance
The journey begins at the entrance to the retail space, where a welcoming and unobtrusive display draws guests into the retail space. A well-designed entrance not only sets the tone for the shopping experience, but also serves as a natural starting point for the traffic flow. Placing eye-catching and seasonal items near the entrance can pique interest, enticing guests to explore further.
Guiding the Flow
The layout should encourage a circular or serpentine path, allowing guests to navigate seamlessly through the retail area. Placing focal points strategically along this path ensures high-end items receive the attention they deserve. Consider incorporating feature displays, highlighting premium products and utilizing effective signage to guide guests through different sections.
Nail care and treatment of the feet. Includes soaking feet in warm soapy water and removing dry skin with a pumice stone or a special razor. Also includes a foot and leg massage and concludes with polishing of nails, if desired.
A fitness professional will evaluate, design and monitor individual and small group training (exercise) programs.
“People don’t care what you do, they care why you do it.” Using that philosophy from Simon Sinek, this panel of experts from Trilogy Spa Holdings shared important tips to help spas make their retail spaces more personal and meaningful and to create curiosity with their displays.
“Every spa should have a ‘hot spot’ when you first walk in—an area that demands your attention, makes you stop and find out more,” Ingrid Middaugh advised. She also shared the value of knowing your competition. Her location in Vail, Colorado, is within a block of hundreds of shops in a major shopping area. “I go to every one of the spas in my area to see what they’re selling. I look at what’s on sale—what’s not selling for them—so I’m not going to carry them because they’re not working,” Ingrid said. “We have to keep our focus on What is wellness? and What is the theme of our spa?
Photofacial is a skin treatment that uses light-based technology, primarily for boosting collagen, treating hyperpigmentation, and diminishing the appearance of broken capillaries.
The treatment of physical dysfunction or injury by the use of therapeutic exercise and the application of modalities, intended to restore or facilitate normal function or development.
Strength training movements involving coordinated breathing techniques developed in Germany by Dr. Joseph Pilates during the 1920s.
An ayurvedic oil treatment in which oil is poured onto the body through a hose and massaged into the body. This is the heaviest oil treatment and therefore the most nourishing.
Concept created by the Austrian born Dr. Randolph Stone in the early 1900s that is based on principles of energy and a philosophy derived from East Indian Ayurvedic teachings.
New spas preparing for a grand opening require a different set of budgetary considerations than an already operational spa. While an existing spa that has built a reputation in the community and has established a customer base will generate a revenue stream to cover expenses, a spa in its preopening phase usually must seek financing for the many costs incurred before its doors open to guests.
A good feasibility study is imperative in the early stages of planning a new spa. The study should include market research of the area and your competitive set, a well-established marketing and public relations (PR) plan and an operational budget that would reflect at least the first five years—and in some cases 10 years—of operation. A feasibility study will identify how long you will need to record a return of the investment and will help you to predict whether your spa will clear a profit—or at least break even—during the first years.
Knowing what to expect—by researching spa budget tools and operations before opening day—will help prepare you for the annual process of budgeting and the day-to-day actions necessary to avoid any unhappy financial surprises. You need to know your spa business’s overhead by understanding your P&L’s (profit and loss statement); how to get the most from your software system through valuable reports showing KPIs (key performance indicators); how to make smart use of any downtime, such as pre-planned cross training for team members; how to take care of your staff and recruit and retain talented team members; and how to manage inventory and cost controls.