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As I was driving home from a very successful Face & Body Midwest Spa & Healthy Aging Conference and Expo at McCormick Place West in Chicago, I had the chance to reflect on how much change this industry has seen and been through during this past year.
Most of you have had to figure out—quickly—a new way to do business. I was impressed with, but not surprised by, the turnout we had at this year’s show, which tells me that despite the economic downturn, you still are keeping on top of your businesses by continuing your education, checking out what is new to the market and networking with your peers. This business strategy trio was also a recurring theme of this year’s show.
The three-day conference and expo kicked off on Saturday, March 27, with the product-neutral Advanced Education Conference Program. Industry experts discussed the topics that affect today’s spa owners and managers, ranging from “Spa Branding Through Online Media” to “The Oprah Experience: A Guide to Thriving in a Medical Office to Living and Breathing Your Brand.”
“I had some ‘ah-ha moments’ during the education about how I can build my business by working on packages with my doctor,” says Joanne Jager, a licensed skin care specialist at Rios & Lapinski Plastic Surgery and Dermatologic Institute in Joliet and Frankfort, Illinois.
The networking continued on into the evening when a sold-out Face & Body Evening Out group headed to Macy’s on Michigan Avenue to marvel and network during Macy’s Window Magic Tour. The tour exposed how the department store’s special team of visual stylists works to create hundreds of eye-catching window displays each year. The group got a behind-the-scenes look at this amazing process, and was inspired with creative ways to construct eye-catching displays in the spa, as well.