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The Main Event
By: Cathy Christensen
Posted: December 31, 2009, from the January 2010 issue of Skin Inc. magazine.
The Eleven Spa Las Vegas location evokes Old-Hollywood glamour in a state-of-the-art event space.
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As for marketing, the spa reaches out to meeting and event planners, as well as wedding and event networks, hotel concierges and group coordinators. “We’ve hosted a number of receptions for them at the spa to get them inside the building so they can understand what we offer. Whenever I give a spa tour to groups or individuals, I make sure they see the event space. Often, their eyes light up, and they say they have been trying to find a place for a bridal shower or a meeting,” says Lamar, on whom the benefit of word-of-mouth advertising is not lost. “Events bring large groups of people through the spa, and everyone has the potential of coming back.”
Eleven Spa, Delray Beach, Florida, and Las Vegas. Leave it to Vegas to bring event spaces to an over-the-top glam that is as alluring as it is functional ... or perhaps leave it to Nikki Oden, owner of both Eleven Spa locations in Las Vegas and Delray Beach, Florida.
“It’s a great way to add to profit margins, and if you build the back of the house correctly, you can have some serious events,” Oden explains. The mastermind behind the expansive 8,500-square-foot indoor and outdoor event space at the Delray Beach location and the opulent 13,000-square-foot indoor space in Vegas, Oden oversaw the entire building process, and working with architect George Brewer, helped her Old Hollywood-vision come to life. “The Vegas spa converts easily to a beautiful venue for an event, and you can still have a treatment behind closed doors,” she says.
One of the most innovative and useful features at Eleven Spa in Vegas is the converting bar. “We have a makeup bar with mirrors that pop up out of the counter top using the same motor as that of a flat-screen TV. When you press that button, they slip inside the bar itself, making it a solid surface bar for events,” explains Brewer, who also reveals that the makeup chairs become bar seats.
Additionally, Eleven Spa incorporated curved walls allowing spaces to feel big or small depending on the number of people in the space, and relies on flexible lighting to help enhance whatever mood is desired. (Editor’s note: For more advice from Nikki Oden about how to have the best spa building experience possible, log on to www.SkinInc.com/oden.)