Holiday Décor—Does it Match Your Brand?

When was the last time you purchased new seasonal décor? Or, looked at your décor to see if it truly matches your brand? Clients form opinions based on your seasonal décor—the look, quality, how it's installed—as a reflection of your professionalism and brand. So, take your décor seriously. It’s never too late to incorporate a plan that will bring visual joy to your guests and employees!

Below are eight things to consider when planning your holiday décor, although this process can be used when considering décor for the other seasons as well—winter, spring, summer or autumn.

1. Determine what areas you'll be decorating. The world is your oyster: the storefront, window displays, vinyl graphics and messaging on glass, vestibule walls, an arrangement on the reception countertop, small touches on retail fixtures, something stringing along the corridor walls, a bowl of cheer on waiting room tables and festive pillows on couches.  

Take a walk around your building and throughout your interior. Make note of all the areas that could use a little holiday love.

2. Determine a theme. What will look fresh and reflect your brand?

If your brand and style say “upscale and elegant,” then a single-color or tone-on-tone theme would work well. Select a color that coordinates with your brand color scheme. Also, “less is often more” when it comes to the amount of décor placed in and throughout spas whose price points are on the higher end, so don’t overdo it.

If you’re fashion-forward and on-trend with your services and product lines, then look to what is “hot” for the season. This year, one of the décor trends is nature-inspired and botanical. So instead of a traditional decorated tree, try tree branches suspended parallel to the ceiling, overflowing with botanicals and cotton wrapped ornaments suspended via kraft colored twine. Instead of a typical garland, line up old glass jars on a shelf, spray-painted and filled with soft hues from your holiday color palette. Alternate them with gifts wrapped in metallic paper with festive green ribbon and bows for a more visually interesting effect.

Another popular theme this season is nostalgia. An old-fashioned traditional Christmas theme may be appropriate if you are a family-focused spa.

Whatever theme you select, be consistent with all the elements you use to decorate, so they all coordinate with one another. From props used in window displays, throughout the spa interior and all the way down to your gift wrapping—all should look like they’re part of the same holiday story.  Too many types of décor elements representing different themes will be visually cumbersome and overwhelming to the viewer.

3. Create a center of interest. Select an area where you can place a fabulous holiday display prop that steals attention when one first enters your building or space. It may be a large tree, a reindeer or a dressmaker form dressed in ornaments. Whatever it is, it should again reflect your brand, be related to the other décor pieces and certainly induce a smile. Sometimes the unexpected is the best surprise!

Once you define this focal point, move to the smaller support pieces. For instance, if a large painted urn filled with big tree branches is the main focal point, then wood bowls filled with painted pinecones could be placed on tables or shelves. Wrapping smaller branches around door openings into corridors and service rooms could be another supportive touch. It’s important not to put something on every wall or every table, but to be selective as to where you want your customers’ eyes to land.

4. Illuminate the décor. Today, there are multiple types of LED lights to incorporate into your design scheme, but not all work in every environment, and not all work together! There are different shapes, sizes, colors and lights to choose from, not to mention cord colors and lengths. If you choose not to add lights, try highlighting focal point pieces from the track in the ceiling. No sense putting a beautiful angel out if you can’t wash it in light.

5. Determine a budget for the décor. Not many business owners want to spend money on decorations, but if done right, it'll pay for itself many times over. First, inventory what you have in storage and determine what still works and if it matches your brand.  If you need all new elements, realize it’s an upfront investment the first year, but it can be amortized over three years of use. After three years, it’s time to change it up anyway.

6. Create a schedule. This imposes necessary deadlines, which are often critical to getting the décor actually completed and installed! Include the following dates on your calendar:

• day to plan theme (ideally in September)
• day(s) to order the materials (October)
• days to install the décor (November)
• day to take-down (early January)

7. Select your team. Who will do all the items noted in the schedule?

Do you have creative talent eager to help? If not, you may have to hire out the service or find an eager friend to help. If you're thinking about outsourcing to a friend of a friend, be sure to ask for photos of something they have completed in the design or display field to see if they have a good aesthetic and sense of composition.

8. Evaluate the décor post-installation. Once your decorations have been up for a couple of weeks, take note of comments, good and constructive, so you can take them into consideration next year. If you’re new to the idea of decorating your spa, it might take a year to get into a nice rhythm, but done right, it will truly make a difference in your client’s experience.

To keep from putting miscellaneous holiday décor up at the last minute, follow the above steps, or hire a professional.

Make the day of installation a fun one—bring in (spiked?) eggnog, turn up the holiday tunes and make it look beautiful!