Only on SkinInc.com: Commentary from ISPA president Lynne McNees follows this article giving tips about how your spa can bring in new clients by capitalizing on holiday occasions.
It doesn’t matter if it’s 5 PM or not because it’s always happy hour at the spa. In recognition of St. Patrick’s Day many spas are incorporating alcohol into their treatment menus. It might sound odd but wine, beer and whiskey all have proven therapeutic skin benefits. These treatments will help relieve stress, the No. 1 reason that people go to the spa worldwide, and will have clients coming back for another round in no time.
“Spas with local vineyards or nearby distilleries are taking advantage of what’s around them to create memorable experiences for their guests,” said International SPA Association (ISPA) president Lynne McNees. “Many people might not equate the spa with alcohol, but 23% of spas are incorporating local or indigenous elements into their treatment menu. Going to the spa is all about customizing your experience to meet your needs, and for some that includes a glass of wine.”
Spa-goers will enjoy toasting these unique treatments whether celebrating St. Patty’s Day or not:
- The Atlantic Resort & Spa, Fort Lauderdale, FL—The Citrus Suds Body Treatment includes a full citrus beer scrub, scalp massage, hair treatment that utilizes a beer extract, six-pack beer bath and an application of citrus lotion. Beer yeast is rich in elements that increase skin elasticity, improves acne by suppressing sebum and has been shown to have antibacterial properties. An 80-minute treatment for $222 through March 31, 2011.
- Fairmont Sonoma Mission Inn & Spa, Sonoma, CA—When you’re surrounded by wine country, it’s hard not to incorporate a little vino into your spa menu. The Chardonnay Olive Oil Sugar Scrub offers stimulating exfoliation that moisturizes while promoting new skin growth. The invigorating products used in the treatment are all hand made in the Sonoma Valley and incorporate olive oil, sea salt and lavender to awaken the mind, body and senses. A 45-minute treatment for $129.
- The Spa at Chateau Elan, Braselton, GA—The 55-minute Chateau Antioxidant Winery Facial is offered for $90, and uses grapes loaded with antioxidants to replenish the skin by smoothing the tissue and stimulating the circulatory system. Their signature treatment the 110-minute Chateau Winery Ritual offered at $250 features a wine bath that infuses the body with grape seed antioxidants and a De-Vine Mudwrap. The wrap combines crushed grapes and French clay to pull out toxins while moisturizing the skin with vitamins C and E.
- VH Spa for Vitality + Health at Hotel Valley Ho, Scottsdale, AZ—The 90-minute Chardonnay Antioxidant Body Treatment features products made from wine grapes, grape peel and grape seed. The ingredients are full of natural antioxidants that restore vitality to your skin. The treatment begins with a full body Chardonnay sugar scrub followed by a customized massage and finishes with a Chardonnay body butter application all for $185. The spa also offers a Whiskey and Black Pepper Facial for $100 through May 2011. The 60-minute facial features phytomalt, a malt extract from Scotch whiskey, that’s full of sugars, minerals and vitamin B6 giving it excellent hydrating and anti-inflammatory properties.
Lynne McNees gives SkinInc.com six tips on how holidays provide the perfect opportunity to appeal to new clients.
“Holidays are meant to be fun, but they can often lead to additional stress. The No. 1 reason people go to the spa is to reduce their stress, so it’s the perfect prescription any time of the year. Holidays provide the perfect setting to offer special incentives to spa-goers,” says International SPA Association (ISPA) president Lynne McNees.
Spas can use the following holiday tips to entice spa-goers to visit their location.
- Indigenous/local treatments. Use your resources by formulating treatments that incorporate ingredients native to your area. According to the ISPA 2010 U.S. Spa Industry Study, 23% of spas offer indigenous services year-round. Beachside resort spas can offer a sand scrub for Memorial Day, source grapes from local vineyards to create toast-worthy treatment for St. Patrick’s Day and infuse your relaxation area with the scent of pine from the local Christmas tree farm.
- Give spa as a gift. Almost all spas offer gift cards and programs for Christmas, Chanukah, Mother’s Day and Father’s Day. It’s the perfect way to introduce someone to the spa lifestyle. According to the ISPA Global Consumer Study, receiving a gift certificate was the second most motivating factor to visit a spa.
- Party time. Partner with your suppliers to host a holiday-themed party. Have giveaways, food and drinks, and free mini-services. Offering membership programs is also a great way to lock in clients for future treatments.
- Tie-in food. Most holidays are all about food, so bring it into the spa. Treatments with chocolate for Valentine’s Day, pumpkin for Thanksgiving and peppermint for Christmas will make yummy additions to your treatment menu. Partnering with a local chef to teach a spa cuisine cooking class full of holiday recipes is another fun addition for clients to enjoy.
- Reach out to the next generation of spa-goers. Labor Day provides a great back-to-school opportunity for teens at the spa. Formulate a program that will teach them proper skin care, nutrition and sun care in a fun environment.
- Get behind a cause. Awareness months allow spas and spa-goers to give back. February’s Heart Month, April’s Stress Awareness Month and October’s Breast Cancer Awareness Month create the perfect opportunity for spas to donate a percentage of their profits to a cause. Partnering with your local hospital to offer free screenings and health tips is another way to get clients involved.