Archive for May 4th, 2009
I must admit: I’m a sucker for green. I’ve been writing about spas for five years and in that time I’ve learned a lot about why organic is the way to go—whether I’m choosing produce or products. Recently, I read that Éminence Organic Skin Care announced its new Green Spa Initiative, and I was impressed. The company has created a system to award Éminence Green Spa certification to its partner spas if they are actively involved in eco-conscious practices and are doing their part to be socially and environmentally responsible. Qualifying spas will be given an Éminence Green Spa Stonecrop Sticker to display prominently, letting guests know that they are supporting the green movement when they visit these certified spas. Not only does Éminence do its part to offer its clients the purest products but it is also encouraging and inspiring other companies to do their part to mind earth-friendly practices, which I think is pretty honorable.
For more information, feel free to contact Meaghan Cochrane at (888) 747-6342 or at firstname.lastname@example.org.
I moderated a panel last weekend at the IECSC New York show called Ask the Experts, Conversations with Top Spa Operators. The talented panelists included Suzanne Holbrook, executive spa director at The Ritz Carlton Orlando Grande Lakes; Peggy Wynne Borgman, executive consultant, Wynne Business Spa Consulting and president, Preston Wynne, Inc; Bruce Schoenberg, CEO, Oasis Day Spas; and Ann Moloney Brown, spa director, Spa Shiki at The Lodge of Four Seasons. It was a wonderful session with all sorts of great audience feedback. But one topic we kept returning to was discounting. Traditionally, spa operators have shied away from the word—if you offer a discount, how can you justify returning to non-recession prices when things get better?
However, we are in the midst of a rather frightening economic time, and we all agreed that it might be time to rethink some of our marketing approaches. Case-in-point? This recent article from The New York Times that was cited by Bruce Schoenberg during the panel:
This story got me thinking—is it time to reconsider instituting spa discounts? Throughout the panel discussion, we talked about ways to do this (often without actually using the word “discount”), and I also recently received a list of new promotions instituted by SháNah Spa at Bishop’s Lodge Ranch Resort & Spa in Santa Fe, NM. Some of the creative new promotions to they’re instituting to boost business include:
• Friends and Family discount card (20% off) for employees to give out to friends and loved ones
• Happy Hour discount at the spa from 9 to 11 a.m.
• A special Industry Rate for other spas’ and resorts’ employees
• Rainbow Night, targeting the gay market
• Teen’s spa parties held on Fridays from 6:30-9:30 p.m.
• Private birthday events for groups
What do you think about spa discounts? And what are you doing to creatively boost your business during this difficult time? Send us an email at email@example.com. We’ll post your feedback here!