Brad Pressman
Sweet sounds of success F
Founder of Private Label Music Brad Pressman counts down his top ten tips for using music in spas Carry on co-branding
rom Brazilian beats to New Age chants and sounds of nature, every spa journey must have its soundtrack. The right choice of musical styles can make a big difference to guests’ sense of satisfaction and consequently to a spa’s success. Private Label Music customises music products for spas around the world and Founder Brad Pressman shares his top tips for making the most of music.
Lobby your guests’ emotions Creating the right mood in your spa’s lobby area sets the tone for your guest’s visit. Instrumental mid- tempo and upbeat music invites guests to shop and gives your staff time to discuss treatments. Once they move into the private treatment rooms, the key is to avoid songs with high volume, drums and vocals as these can be a major distraction during treatments.
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Customise your treatments Have a range of music available for different treatments to enhance the experience, be it a massage, facial or body scrub. A specialised spa offering deserves an aural soundtrack tailored to match – any costs incurred will be recouped by returning, satisfi ed customers as well as by offering CDs in your retail area.
2 3 4 5 Create signature sounds
There are many styles of music to choose from, each of which can add something specifi c and unique to your spa. Embrace this diversity and strive to offer as many styles of music as there are areas in your facility – this will enhance the guest’s spa experience.
Embrace technology iPods and other mp3 players are an inexpensive
way to provide music in treatment rooms. Guests can choose from a variety of playlists styled to match the spa’s signature theme and its location, such as New Age, Asian, nature and water sounds, light classical, solo piano, solo guitar, Native American, Celtic or Indian.
Remember to retail Make sure your therapists know what music
was on during their clients’ treatment and have it available on a CD with your logo, photos and contact information. Alternatively, host the music online and offer a free song from the album or playlist aired during your guest’s stay. Music download cards are now a popular way of thanking each guest with a gift that only costs you pennies.
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laws so please learn the rights and wrongs of playing of music in common areas. Check out the major publishing and performance rights organisations in your country to discover how to play music in your property legally; in the UK you can visit
www.prsformusic.com If you are selling the music (CDs or online albums with download cards) then the company that put together your albums should have the rights.
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Get your timing right Experts and even experienced therapists, such as
yoga instructors, will likely have a playlist that matches their treatment, with the music timed to fade out and end as the treatment fi nishes. Whether you are offering 50, 60 or 90-minute treatments, work it out so that your playlists end when the treatments do, making the transition between relaxation and waking up easier on the guest.
Give people what they want Play what people would expect to hear in
certain places. In the pool or cafe areas play chill-out or light pop music to keep people drinking, eating and having fun. In retail areas you need upbeat pop or light jazz which promotes spending and feeling good about one’s self. Salon sounds include mid-tempo grooves, and cover versions of popular hits. In the spa itself, go for mostly instrumentals which refl ect the themes of health, relaxation and general wellbeing
Meet the expert
A music veteran of 23 years, Brad Pressman runs US fi rm Private Label Music, supplying custom-branded CDs and digital products to spas and hotels worldwide. An expert in the eff ects of music in retail environments, Brad writes for many music and spa/hotel publications and websites.
+1 (818) 705 0800 Ext. 201
www.privatelabelmusic.com
If one of your product partners has an item that lends itself to a mood, theme or style of music, why not approach them about sponsoring your music playlist and offer their items to guests alongside a CD featuring their logo? At times such as Mothers’ Day, packaging a massage oil with an album celebrating women everywhere could be great for your supplier and increase sales in your spa’s retail area.
Go green for music Your spa can offer music without leaving a big
carbon imprint. 100% recycled, 30% post-consumer waste CD packages are available these days. For an extra fee, some manufacturing plants will even print your CD packages in soy ink, further contributing to your spa’s consciousness with regard to the environment.
Keep it legal Each country has its own music and copyright
“Make sure your therapists know what music was on during their clients’ treatment and have it available on a CD with your logo, photos
and contact information” Brad Pressman, Founder, Private Label Music
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www.europeanspamagazine.com | european spa
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