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Glen Ellyn's Downtown Spa Hop: A Case Study

By: Sara Mason
Posted: May 31, 2012, from the June 2012 issue of Skin Inc. magazine.

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The Alliance, funded by The Village of Glen Ellyn and local downtown businesses, received the money paid for services, in part to recoup the advertising costs, which included social media, a monthly e-mail newsletter and print advertisements in community publications. The Alliance also promoted the event through text messaging, offering a chance to win a $100 gift certificate to a spa of the winner’s choice. The entries were gathered beforehand, and the contest was conducted during the event.

In addition, participating businesses had the option to promote the event individually. Several spas handed out fliers and sent e-mails to clients, encouraging them to try something new—a spa service, for example, if the recipient was traditionally a hair client.

A success story

Participants in the Spa Hop nearly doubled this year over the previous year—from 177 to more than 300—resulting in 425 booked appointments throughout the all-day event. Attendees came from the local community, as well as surrounding areas.

Namasté Salon, an Aveda Concept Salon, was one of the 11 participating businesses, and it offered three treatments. “We had too many options last year, so we reduced it to ones that we knew clients could relax during and not feel rushed,” explains Appleberry. Throughout the day, Namasté fulfilled 50 appointments—the majority of which were new clients. The most popular was a stress-relieving treatment, which is traditionally an added-value service with any full-service treatment. It included an aromatherapy journey to a selected scent, which was then used for a shoulder, neck, head and hand massage. The response was incredibly positive.

As much as possible, the team members at Namasté provided each client with the full spa experience, offering comforting hot tea and water, as well as apple slices served by a local nutritionist. Each client also received a coupon to return for a full service—one for themselves and one to give to a friend.