CELEBRITY FOCUS
T e spa camp is more than just a holiday or break, it’s a bonding experience that boosts self-esteem
Jeff : Overall, it makes for a very spe- cial, even life-changing experience for these women.
A RITZ-CARLTON RESORT IS VERY DIFFERENT FROM A CHILDREN’S CAMP – WHY DID YOU CHOOSE THAT FOR YOUR FIRST REVEILLE-ON-THE-ROAD?
Joan: We’ve been marketing Camp Reveille through SpaFinder Inc for the last couple of years, so when we started to think about rolling out the concept they put out feelers to a number of diff erent spas and resorts, all of which were interested in working with us. Ritz-Carlton was looking for ways to build awareness of its Dove Mountain resort and they really rolled out the red carpet – so it was a very comfortable way to dip our toe in the water. Jeff: Also, Ritz-Carlton is known for its great service, and if I was going to lose my back-of-house role, we wanted the comfort of knowing the programme would be run in a very professional manner. Ritz-Carlton gave us that comfort.
HOW SIMILAR WAS THE RETREAT TO CAMP REVEILLE IN MAINE?
Joan: We have more sporting facilities at Takajo, so we couldn’t off er as many activities at Dove Mountain. But in addition to ten- nis clinics, Murad facials and inspirational campfi res, we were able to have a golf clinic
“We’re in talks with half a dozen resorts... The goal is to hold four retreats a year in diff erent parts of the country, and maybe one in the Caribbean”
which was unique to that venue. We had about 45 women, so it was a smaller group
– though that’s partly because we didn’t start marketing it until about three weeks before! But they’ve asked us back again next year, so it worked for them and it worked for us and it worked for the women who came.
WHAT’S THE NEXT STEP IN ROLLING OUT THE CONCEPT?
Joan: We’re in talks with half a dozen resorts, looking at business models that will work for them and for us, while still keeping the price palatable for women, who oſt en feel guilty about spending money on themselves. T e ultimate goal is to hold four retreats a year in diff erent parts of the country, and maybe one in the Caribbean. Jeff : T e immediate goal for 2011 is Dove Mountain in the springtime, Takajo in the summer and a third camp in the fall – we currently have a shortlist of places we’re entertaining for next October. Joan: We’d also consider holding a second session at Takajo if the demand was there.
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AT US$1,500, REVEILLE AT DOVE MOUNTAIN IS MUCH MORE THAN THE CAMP IN MAINE AT US$899 PER PERSON. HOW WILL YOU KEEP PRICES DOWN IN OTHER LUXURY RESORTS?
Joan: I think there are two marketplaces. T ere were some women who came to Reveille in Arizona who we couldn’t talk into coming to camp in Maine, but
they said, ‘tell us when you’re holding one at another Ritz-Carlton and we’re there!’ At the same time, I know many of those who come to Maine would be put off by the price in Arizona, and quite frankly wouldn’t be that enticed by the experience anyway. So we’re exploring all kinds of venues – the only restriction is to keep it below a cer- tain price point.
WHAT’S IT LIKE WORKING TOGETHER?
Joan: He totally gets how I want to touch the lives of other women and supports me 100 per cent, so it’s been a lot of fun and I’ve learned a lot from him. I’ve been a TV host and an author and a speaker, but I’ve never run a business. Jeff has a great business mind and I couldn’t have done this without him. Jeff : When you share a passion as a couple and then share it on a larger stage, that’s very exciting. Also, we’re both very busy peo- ple with seven children, yet we have to fi nd time for each other and take care of our own health and wellness. T is is a great oppor- tunity to do that. ●
SPA BUSINESS 4 2010 ©Cybertrek 2010
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