Spa Events in the News
Review of the Day Spa Expo and Business Forum in Las
Vegas, Nevada February 7-9, 2006
attended the Day Spa Expo and
Business Forum on February 7 and 8, 2006 at the Mandalay Bay Convention Center
in Las Vegas. Unfortunately, I couldn't stay for the entire event and missed the
Hearts for the Cure Annual Award and Charity Celebration the evening of the 8th
and the last day. I've heard the Hearts for a Cure event was quite nice and lots
of awards and prizes were presented including The Distinguished Day Spa Award
to Nina Howard of Bellanina and Spa Person of the Year Award to Douglas Preston.
However, I enjoyed two days of this first event dedicated to day spas, the fastest
growing segment in the spa industry. There were over 1,200 attendees who came
from as far as South Africa. The event was made possible by the Day Spa Association
founder, Hannelore Leavy, its board of directors, Douglas Preston, Skip Williams
and the show producers, Bentley International Group. Business
and roundtable discussions ran simultaneously during each time slot each day.
The Day Spa Association recorded the presentations. DVDs of each can be purchased
I attended the following:
Vice President of Fun, Games and Growth for
Get Focused, Get Systems,
Grow Like Crazy!
Eric gave a very interesting
and entertaining talk. But the prize was in the last 10 minutes when he put up
a chart with years on the x axis and the following on the y axis: # of retained
clients, Average Ticket, Visits/Year, New Clients/Month, Retention Rate, Attrition
Rate, and Total Sales as well as the total increase after 4 years and the % increase
after 4 years. He then showed what would happen if you could increase the Average
Ticket from $50 to $55, the Visits/Year from 6 to 7 and the Retention Rate from
35% to 60% separately. The results were impressive. Then he showed what would
happen if they were all increased at the same time. The total increase after 4
years went from $73,133 to $725,879 and the % increase after 4 years went from
15.33% to 152%. He made it sound pretty simple (but as the next speaker explained
simple is not the same as easy). For the retail-reluctant massage therapists,
he suggested they recommend their clients buy bath salts for a hot bath after
they get home from their massage to extend and enhance the effects. He suggested
they tell their clients, "You need to see me in two weeks." and then
schedule it. And they ask for referrals.
Managing Director of Education and
Assessment for SpaQuality LLC
Author of The
International Standards of SpaExcellenceSM
Power Of Three: How Your Spa Can Thrive Using Quality Management Principles
discussed quality management principles that can help day spa owners and operators
identify practical steps to improve profits and customer satisfaction. She talked
about System Improvement Thinking, Three requirements for improvement, Three types
of measures, Three key success factors, Three barriers to success, Three critical
elements, Three strategic questions and Three steps to improvement. Slides of
her talk can be found HERE.
Sadly, the acoustics in the room were not good, which led to a lot of frustration
in the audience. In spite of that, there was a lot of positive feedback:
am passionate about quality systems and continuous improvement. This session helped
validate many efforts we are putting forth at our company. Thank you!"
Patterson, Creative Concepts, Tennessee
informative! New info I haven't heard before"
Russeaux, Modern Day Spa, Virginia
Your topic was very relevant."
...Richele Russeaux, Modern
Day Spa, Virginia
for those not knowledgeable enough to institute or teach how to ask the right
questions and how to develop the "processes.""
Raftery, MD, Boston Electrolygy & Skin Therapies, Massachusetts
was very good - She has a real handle on this material."
Sheahen, Wild Clover Day Spa, Illinois
content was very informative...Excellent presentation"
encouraging and very informative. Desperately needed..."
small business coach
1: Key Operational Challenges of the Day Spa Director and Manage
this session was slated as being presented by Jaya Schillinger, Douglas Preston
of Preston, Inc. did most of the talking. Topics planned to be discussed included:
Effective leadership and communication, Employee recruitment, Front desk performance,
Customer service and quality control, Personal time management and task prioritizing.
However, the first slide was never finished. The entire 2+ hour discussion focused
on employee recruitment and hiring - Challenge 1: Finding Quality Staff and Challenge
2 Interviewing Effectively (what he wants to hear from a candidate and what he
doesn't want to hear, hypothetical questions to ask, etc.). He didn't get to Challenge
3- Negotiating Compensation. Again the acoustics were poor. Questions asked from
the floor could not be heard - only the answers. The material covered was very
good, but perhaps it was covered in too much depth. There was a lot of audience
dissatisfaction and frustration with the pace of the discussion and the difficulty
Director of Operations for Natural Resources Spa Consulting
a Spa Experience
George talked about how each
spa has a story to tell and this story is how each spa differentiates itself from
others. The story starts when the client first sees an ad for the spa. By the
time the client enters the spa, he/she should have "experienced" the
spa and its story 3 times (ad, phone, exterior). He talked about developing a
spa concept, knowing your niche and integrating the look with the products. He
encouraged the use of focus groups to give you feedback and encouraged spas to
take action on that feedback. He talked about placement of retail items (display
what you want to move on a table to the right of the entry with the items lined
up with a sign showing the product information and price). He talked about operational
flow, back of the house movement, the use of the elements and feng shui, creating
a menu of services (the reader should be relaxed just by reading the description
of the service) and exceptional customer service.
was the last presentation I attended. Skip opened with the "Norwegian Wood
Spa," an entertaining medley of Beatles songs that set the challenges of
starting a new day spa to music. Skip took steps to avoid the acoustical problems
experienced in earlier talks by asking people with questions to step up to a microphone
to ask them. He laid out an opening process - from start to grand opening - and
gave a rough time line on what needed to be done when and how it would affect
the profitability of the spa - business plan, financing, finding a location, design
the space, construction, marketing, design the menu, select product lines, purchase
equipment, write employee manual and SOPs, select employees, training, customer
service concepts, install equipment, install technology, more training, grand
opening, continuous analysis and improvement and much more. Articles containing
the contents of this presentation can be found HERE
(part 1) and HERE
A few words of wisdom from Skip:
you can't make money, you can't help anybody."
"Ideas are easy.
Implementation is hard."
"Opening a spa is like aligning the planets."
art (spa creation) into science (repeatable, business)"
and from Peter
"Plans are only good intentions unless they immediately degenerate
into hard work."
Day Spa Expo
The Expo opened on the second day. Here are a few
of the 200+ exhibitors at the Day Spa Expo (in no particular order).
images to enlarge)
Day Spa Association
Business resource through education, research,
publications and Internet exchanges; consumer awareness and demand for spa services/products;
standards of excellence assuring professionalism & quality services in the
day spa industry.
Coll and Skip Williams of
Full service spa consulting, specializing in start
up, from feasibility to operational management. The focus is on higher levels
of customer service, operational efficiency, and greater profits for clients.
online gift certificates that your clients can print or email from your website.
Cost-effective services tailored to their businesses,
enabling them to provide credit card processing over the Internet, as well as
the traditional marketplace.
Holistic health products such as Himalayan Crystallized Salt,
therapeutic grade aromatherapy oils and FeelsGood Music composed to complement
Functional, yet affordable chiropractic tables, accessories
AromaBeads, private label, inhalation aromatherapy
- A new way to deliver fragrance. A perfect line extension for any retail spa
and salon line. Prepackaged beaded fragrances.
Kazemi - Water Art
Creative, artistic water features. Choose from
custom or existing high quality, unique designs.
Melanoma Research Foundation
Supports medical research for finding
effective treatments and eventually a cure for melanoma. Educates patients and
physicians about the prevention, diagnosis and treatment of melanoma. Advocates
for the melanoma community to raise the awareness of this disease and the need
for a cure.
Spa business consulting services, high margin, high quality private
label skincare and spa business and technical seminars.
Personal finger labyrinths in many sizes and materials.
These labyrinths fit in many environments and are made of the finest woods and
Vegan Herbal Care
Natural, certified vegan medicinals applied topically
for acne, bleeding, warts, yeast, insomnia, pain, itching, inflammation, fungal
nails, deodorants and bath products.
Products for strength training, stretching, conditioning,
relaxation and recovery.
Pattrena facial and body spa products.
health and wellness drink made from the Mangosteen fruit found in South-East Asia.
Reed diffusers that are a fresh alternative to candles,
incense or chemical air fresheners.
PerfectSense Paraffin & Aromatherapy is a sanitary,
single-use, disposable paraffin treatment for hands and feet. The paraffin comes
pre-disposed in gloves & slippers and melts at the PerfecTemp without
Supplements designed to be used with and to enhance treatments such as cellulite,
body contouring, skin, anit-aging, anti-stress and detox.
Lantana Spa at JW Marriott San Antonio
Farm to Treatment Table Lavender Experience
This package is available Saturdays only, May 12 – July 14 (excluding June 8), must be booked one week in advance and requires 48 hours notice for cancellation.
Hill Country Lavender Farm tour,
a bottle of organic lavender massage oil made at the farm,
lunch at Replenish Spa Café with items featuring lavender, and a lavender-based spa treatment featuring the organic lavender massage oil from the Hill Country Lavender farm.
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I'm a believer.
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