SPA EXPERIENCES CASE STUDY 2
BROADENING THE CATCHMENT
Verulamium Spa at Westminster Lodge Leisure Centre, St Albans, UK
E
veryone Active’s brand new £24.7m Westminster Lodge centre, operated in partnership
with St Albans City & District Council and opened in late 2012, houses the leisure provider’s first spa. The Verulamium Spa consists of a
tepidarium (warm room), laconium (hot room), sauna, steamroom, aroma room, hydrospa relaxation pool, relaxation area (with heated benches, loungers and poolside beds) as well as an outside relaxation terrace and treatment rooms. The spa has dedicated changing rooms and its own bistro, and was fi tted out by Dalesauna. Everyone Active has since opened its second spa, at the new Westcroft Leisure Centre. “The spa feels very different from
the rest of the centre,” says Alison Norman, Everyone Active contract manager for St Albans. “We use separate branding for everything in the spa and, combined with the
luxurious feel of the design, fi ttings and service, this helps create an atmosphere of exclusivity and escape.” The spa facilities were specifi ed by
the council before the tender process began, with the aim of attracting more people into St Albans from London and the surrounding areas, as well as offering affordable wellbeing to local residents that rivals any private offering in terms of facilities and treatments. Memberships can be purchased
separately or together with use of the gym, sports or swimming facilities at the centre; combined members receive a 10 per cent discount on spa treatments. Alternatively, users can access the spa – with a choice of over 30 spa and beauty treatments – on a
Separate branding makes the spa stand out from the rest of the centre
pay-as-you-go basis by registering for a free Everyone Active card. The Verulamium Spa has also
partnered with local hotel St Michael’s Manor, which sells spa packages in conjunction with its luxurious accommodation. “Sales of Clarins, Espa and Jessica
treatments and products are proving very successful,” says Norman. “We are also seeing more usage of the bistro, where spa customers meet friends and family who may be using other facilities at the centre. Such a comprehensive wellbeing offering under the same roof creates a real health and wellness hub for the local community, as well as a destination for those from further afi eld.”
CASE STUDY 3
AN UNTAPPED DEMOGRAPHIC
Pure Day Spa at St. Ives Leisure Centre, UK
O
ne Leisure’s Pure Day Spa brand is set to add a fl agship third site in April 2013, located
in St Ives, to complement its existing spas in St Neots and Huntingdon. With installation by Milk, the St Ives site will have six treatment rooms, nail pods, four heat treatment rooms, heated relaxation beds, water beds, foot baths and tropical showers. It will occupy the top fl oor of the new leisure centre, complete with its own lounge area, changing facilities and reception. Dedicated staff, management and branding will help create a private health club-style environment, while still maintaining local authority affordability and inclusivity for the community. “The key to the Pure Day Spa
Repeat spa visits are key to success
offering is our TEA strategy – Theatre, Experience and Advice – from the moment the customer enters reception,” says Gemma Bonnett, brand and marketing manager at One Leisure. “The retail side is also important, with profi t lines being very high. Customers are keen to learn about the Decléor products we offer. The staff have to be
44 Read Health Club Management online at
healthclubmanagement.co.uk/digital
well-trained. They receive continual training to ensure they have the knowledge to provide the best service and advice.” Spa membership is offered as a
standalone service or can be bolted on to other pre-paid leisure activity memberships, and casual usage is also available. The bolt-on option includes a discount for beauty treatments to entice existing members and cross- promote the centre’s leisure offers. “Spa and wellbeing complement
the more traditional sport and fi tness opportunities we provide,” continues Bonnett. “Local authority cannot appeal to the luxury hotel or spa customer, and there’s no reason to even try to compete in this market. The Pure Day Spas deliver a high-end customer experience, attracting a previously untapped demographic. “Retention, repeat usage and up-
sell of other services have proven the success of the fi rst two sites, and growth of the current product is fundamental to its success as a brand and income generator.”
February 2013 © Cybertrek 2013
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