| Lisa Starr's Thoughts on Spas, the Sense of Community and Current Spa Trends | |
In the Spacifically 2002 keynote address "From Indulgence to Wellness & Wellbeing," Barbara Kaplan discussed the results of the most recent Yankelovich, Inc. survey and the implications for the spa industry. One of the big messages was that today's spa consumers are looking to spas to provide a sense of community - a place to gather with friends and relax as well as receive personalized treatments. Intrigued, I recently asked a panel of spa experts to comment on this by answering the following questions:
- Do you think "community" - a place where people can meet and socialize as well as relax, get pampered, find wellness, etc. - is a current need of spa consumers? If so, are spas meeting this need? If they are, how are they doing it? What's the most creative way you've seen or heard about? If they aren't, what can they do to address it?
- What do you think the biggest trend in spas is right now? What consumer need is it addressing?
Lisa Starr's answer follows. Click HERE to read the responses of other spa experts.
Helping to build a
worldwide spa community,
Julie Register
Your Guide to Spas
Lisa
Starr:
A business consultant to new and existing salons
and spas in the Philadelphia metro area for Preston Wynne Success
Systems.
Based on more than 20 years experience in the beauty industry, her knowledge spans a wide range of subjects,
including marketing and advertising, business operations, inventory
management, human resource development, sales and public relations.
I'm
not sure if "community" is a current need of spa consumers as much
as it is a current need for the public at large. Times are so stressful, and
that stress continues to escalate with fear of war, terrorist attacks,
financial ruin, etc. And yet our way of working and communicating is
increasingly more remote, as more people use e-mail and work from virtual
offices, making us feel more isolated. I don't believe that when the average
person goes to a spa, they are looking to sit down and meet new people. I do
think they are looking for personal connections, but mostly with spa staff.
However, some spas are creating ways for people to get together, which
satisfies a connection need, as well as moving the spa into a new
space/category in the mind of the consumer.
For instance, Technicolor Grand Spa in Bethlehem, PA has included a restaurant
in their location, which has been open one year. It's a small restaurant with
healthy foods targeted to the spa staff and guests, but they also hold cooking
and nutrition classes in the kitchen there, which has been built to resemble a
home kitchen rather than an industrial one. So clients can learn some new
skills, and connect with new people, at the spa. And also increase the
opportunity for residual effects of spa visits, which makes the spa seem more
effective. There is also an eating area at Technicolor Grand so clients who
are eating can sit together, and possibly meet that way.
At Spa Therapia, a medical day spa in Princeton, NJ, they hold a variety of
evening classes on topics such as nutrition, skincare and the sun, getting
quality sleep, coping with traumatic events, and body contouring, among
others. A variety of classes to address both mental and physical needs, and
encourage group interaction.
I'd like to see more spas sponsoring field trips or other "group
outings" with a health or wellness orientation. I think spas need to
continue to position themselves as information sources, not just the place
where you get your monthly massage or facial.
Click HERE to read the responses of other spa experts.
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