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Defining Your Spa

By: Naomi Serviss
Posted: June 4, 2008, from the February 2007 issue of Skin Inc. magazine.

It’s no secret that baby boomers have discovered the healing nature of spa-going. The challenge for spa owners and operators is to keep them coming back .One way to do so, according to several spa representatives, is to add assorted novel programs, challenges and even spa rituals.

Use your surroundings

It is often a good idea for spa owners to use the natural beauty of the world around their facility to enhance their clients’ experiences.

For instance, Mii amo at Enchantment Resort in Sedona, Arizona, makes the most of its red rock canyon surroundings. “The main thing at Mii amo and Enchantment Resort are the more culturally inspired activities,” says Deborah Waldvogel, director of spa operations and resort activities at the facility. “For example, we have something called ‘The Vortex Walk,’ in which the guest merely walks silently and enjoys the gorgeous surroundings.”

Other programs at Mii amo that are popular with more active guests include guided hikes and mountain bike excursions.

At Canyon Ranch in Tucson, Arizona, a celestial program has enticed guests who wish to revel in the area’s star-filled nights. “Tucson is known as ‘the astronomy capital,’ ” says the facility’s public relations manager Sarah Beal. “We have five observatories in the surrounding area and have instituted a program with an astronomy student from the University of Arizona.”