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Mindy Terry, President and Founder, Creative Spa Concepts July 2009  Building a spa
before
conducting the proper due diligence is a little like throwing spaghetti
up
against the wall and hoping it will stick. Once the structure is
complete, if
the concepts, programming and brand are not right, the fix is not as
easy as
throwing the pasta back into the pot. You are stuck with it.In this economy, you don’t want to be stuck with something that’s not going to show a solid ROI. With the latest numbers from the International SPA Association showing that the number of U.S. spa locations has experienced a five-year average growth of 17 percent, the competition is fierce for the spa-goers’ dollar. What should you do before that first bit of soil is unearthed on a new spa in your hotel or resort? Your homework. Just as you approach your F&B, rooms and meeting space with a great deal of research and due diligence, the spa deserves that same level of attention. Understanding that you may not have a spa background, the Creative Spa Concepts team serves up a proven outline to follow. Here’s a blueprint from our more than 100 collective years in the health and wellness industries: DUE DILIGENCE Before creating your concept, you’ll want to do some digging. Your likelihood for success increases when you understand your guest and your market. This research will also help you determine the right programming for your spa and identify potential opportunities in the marketplace. Consider the following:
To expand your consumer base, consider the potential for “day-use” guests. Look at:
Spa Guest Types Generally, hotel spa guests are placed into the following categories:
Capture rates in the U.S. vary depending on region and guest type:
CONCEPT CREATION The most successful spas are those built on solid concepts that serve as the foundation for building a brand. As you gain a clear understanding of your guest and ways to differentiate yourself from the competition, your Spa Concept begins to materialize. A concept should not only be unique, inviting and marketable, it must be operationally efficient as well. The most profitable spa businesses are those whose concepts are the combined result of due diligence, creativity, a solid understanding of day-to-day operations, knowledge of spa guest type and varying market behaviors. When crafting your concept, address the following:
After you have tackled due diligence and crafted your Spa Concept, it’s time to tell your story. Your marketing plan is your roadmap to help you navigate the best routes to take in order to reach your desired destination. Your marketing plan should include…
Never has the need been more important to do your homework and prepare wisely. Move forward and enjoy the rewards of thoughtful and strategic planning. ABOUT THE AUTHOR For more than 18 years, Mindy Terry has successfully helped establish and grow some of the world’s most notable spas. As the Founder and President of Creative Spa Concepts, Terry leads a team of consultants who represent more than 100 collective years of experience in the wellness and hospitality industries. Creative Spa Concepts stands out from all other spa consulting firms because each consultant has developed, led or been an integral part of guiding spas to national “Top Ten” status including the rankings in Condé Nast Traveler, Luxury SpaFinder and Spa magazines. Before creating Creative Spa Concepts, Terry was on the executive development team and served as spa director for Las Vegas’ Aquae Sulis Spa in Las Vegas. Prior to that role, she led the sales direction for Phytomer Corporation. Terry is also a licensed cosmetologist, aesthetician, yoga instructor, make-up artist and certified infant massage instructor. Read more on www.creativespaconcepts.
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