CITY FOCUS
THE SURREY U
nveiled in November 2009 following a US$60m-plus (€47.4m, £39.4m) trans- formation, Te Surrey has been upgraded to a five-star
hotel that is reflective of its Upper East Side neighbourhood, evoking the ambience of a residential townhouse with its contempo- rary artwork and Art Deco-inspired design accents. Developed by Denihan Hospitality Group, the 190-bedroom property features a new 2,500sq ſt (232sq m) spa, costing us$2m (€1.6m, £1.3m), located on the second floor and aimed at hotel guests and day visitors. Designed by Lauren Rottet, Te Spa at Te Surrey comprises three treatment rooms, two spa suites, a manicure/pedicure room and relaxation area.
THE EXPERIENCE
If hadn’t been reviewing The Spa at The Surrey, I would have been fast asleep, suc- cumbing to the 70-plus strokes involved in my Kodo massage, part of a body ritual by Australian brand Li’tya. Spa director Cheryl Jacobs explained how the energy-based work would affect my nervous system, but nothing prepared me for the euphoric floating sensa- tion. Te generously proportioned spa suite was decorated in tones of grey and white, the
temperature was right, the facil- ities were spotless, Aboriginal music played in the background, and my therapist Carrie checked regularly but unobtrusively on my comfort. From the outset, I was
THE SCORE
impressed by the staff. Having been greeted by Carrie in the reception, designed to resemble a living room, I was invited to select a tea and recline in the relaxation area. Post-treatment, Carrie responded to my dozy state by avoiding talk of products and I was offered chocolate and water – thoughtful finishing touches.
THE BUSINESS STRATEGY
Jacobs’ concept focuses on personalised treatments – guests can book in hourly time increments to allow for customisa- tion on the day. Tere is also a concern for privacy – there is no communal changing space; rather each room has its own shower, comfy armchairs, a safe for valuables and a hand-painted oak armoire for clothes. By cutting out features such as a heat
experience, I felt as though my time was spent effectively, either through direct ther-
VITAL STATISTICS
Te us$2m, 2,500sq ſt Spa at Te Surrey was designed by Lauren Rottet
Te Surrey, 20 East 76th Street, New York, NY 10021
www.thesurrey.com Opening hours: 9am-8pm on Mon- Fri, then 10am-7pm on Sat/Sun Popular treatment: Customised massage in 60-/90-/120-minute increments. Sixty minutes costs us$150 (€118, £98).
52 Read Spa Business online
spabusiness.com / digital
Facilities: 8/10 Staff: 10/10 Treatment: 10/10 Cleanliness: 9/10 Value for money: 9/10 Overall: 9/10
Te spa focuses on personalised treatments, while privacy is also key
apist contact or relaxing in the dual temperature- control shower. The privacy element is an important selling point
for the spa, which is aiming to build repeat local custom and attract international guests with the promise of something different. “As a small city spa, we want people to feel at home rather than vulnerable because they have to change or walk around in their robes in front of others,” explains Jacobs. “We also want to respect their time by delivering no- fluff, results-driven treatments.” Booking is completed by phone only so
that any questions about the straightforward menu can be answered in person. Although the team prefers to know what a client is aſter in advance, treatments are customised thereaſter. Jacobs selected to work with Li’tya and Darphin because both brands are new to the Upper East Side. Tere is tough competition from Sense
Spa at The Carlyle nearby, but The Sur- rey has been targeting the neighbourhood with email blasts, letters and promotions in magazines. Hotel guests are informed of spa services upon check-in and there is ample literature in the room. While Jacobs says it is too early to discuss return on investment, she believes the individualised experience combined with accessible prices will set this spa apart. My time there confirmed this, although during busier periods traffic will have to be managed to maintain the ambi- ence of this discreet Manhattan hideaway.
SPA BUSINESS 3 2010 ©Cybertrek 2010
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