RESORT SPA
Manager Lucia Papalini, who developed the spa, wants people to say it is “the most beautiful they’ve ever seen”
And they leſt me to do my job,” she says. Papalini worked on cre- ating a Florentine feel, choosing local alabaster for trays, dishes and bottles and even deciding the scent guests experience as they enter – a mix of Venetian potpourri and verbena oil. It was also her decision to name each treatment room aſter trees found in the garden. For the spa’s products, Papa-
lini knew what she wanted as well – natural, traditional ingre- dients that had a Tuscan feel. So she approached Officina Pro- fumo-Farmaceutica di Santa Maria Novella, which has been making herbal products using ancient methods since it was established in Florence in 1612. Today, the small company has a shop and museum in cen- tral Florence, as well as shops around the world, but it had never created products for a spa before. “Tey told me ‘these are the products we have, we don’t want to do anything more at the moment’,” Papalini says. But she eventually persuaded them to prepare products for her exclusively. Papalini worked closely with the company’s chemical technician
Four Seasons Hotel Florence by numbers
n The hotel reached 100 per cent occupancy in July 2009, one year after opening n The hotel, which has 116 rooms and suites, employs 250 staff n The spa has a capture rate of 25 per cent n The spa has up to 13 employees, depending on the season
director for three months on these. She asked for a powder from nuts of the cypress tree to be used in a scrub that is now one of the spa’s most popular treatments. Other creations include a scrub made a powder from the iris flower – an emblem of Florence – for the spa’s signature treatments. While the use of natural products like these mean results are not as quick as when chemicals are used – for example, facials last for 75 minutes – this was the only way for
Papalini. “In our spa, you don’t need to think about technology,” she says. “You can think about an ancient noblewoman who would have taken a bath with these products.”
PROUD MOMENTS
Te spa and its treatments have proved popular – though it’s mainly marketed to Four Seasons Florence clientele, 15 to 20 per cent of visitors are external, with other local hotels booking appointments for their guests. Having launched in 2008 amid the economic cri- sis, the spa isn’t profitable on its own yet, but Papalini expects that it will be in a year. In the meantime, she’s looking to attract more external guests for the slower winter months through giſt cards for treatments, and by promoting the spa to locals who are increas- ingly visiting the hotel restaurant for its new Sunday brunch. In terms of competitors, there’s the five-star Il Salviatino in nearby
Fiesole – a €50m (us$63m, £41m) resort which is currently develop- ing a Devarana Spa by Tai company Dusit International. But this isn’t a worry, Papalini notes, as it’s a completely different concept with its Asian-themed treatment menu. Papalini’s proud of the spa she’s built, and speaks about her work
with an undeniable passion; one of her strongest memories is about what happened aſter the spa’s very first treatment. “It was a father, a mother and a daughter – Americans – and they gave us a really high tips and were so complimentary. Tey loved the concept,” she recalls. “Te proudest moments are when the guests tell you ‘you did a great job’. I want them to come out saying that this is one of the most beautiful and interesting spas they’ve seen.” l
FOUR SEASONS HOTEL & RESORTS – NEW DEVELOPMENTS
Four Seasons currently has around 40 projects in the pipeline. New and upcoming developments include:
Four Seasons Hotel Beirut – Launched in December 2009, this 230-bedroom hotel features a spa with seven treatment rooms, a VIP couples’ suite with a private
whirlpool, an outdoor terrace and Mediterranean views.
Four Seasons Resort Vail – When this Colorado resort opens in mid-2010, it will feature an Alpine spa with 13 treatment rooms, including two for cou- ples, and treatments especially designed for high altitudes.
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Four Seasons Private Res- idences Denver – An urban condominium which will offer a spa and salon when it launches in third quarter of 2010.
Four Seasons Hotel Marra- kech – Set for a late 2010 debut, this 140-bedroom hotel will boast a full-service spa, steamroom, two
large heated swimming pools, a plunge pool and a fitness centre.
Four Seasons Hotel Hangzhou at West Lake – Also launching in late 2010 and one of a number of Chinese projects in the pipeline, the hotel’s spa will feature Asian therapies, an indoor swimming pool and an outdoor heated pool.
SPA BUSINESS 3 2010 ©Cybertrek 2010
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