This page contains a Flash digital edition of a book.
ELAINE FENARD


How are your coaching services delivered? We provide the necessary tools and an expe- rienced spa expert to guide and mentor the client in the specifi c areas they need via face- to-face meetings and over the internet. This could include anything a client may want to focus on, from a critical path to opening and reviewing design, fl ow and functionality plans to avoid costly mistakes, and fi nancial analy- sis and marketing. The best thing is that there is no fixed contract and clients only purchase the ser- vice when they need a solution. Basically if we don’t add value immediately, the client can opt out.


How popular have they been so far? We dedicated 2012 to testing and defi ning the services, but even without heavily marketing


www.spahandbook.com


Spa Strategy worked on Disney’s Laniwai spa concept at the Aulani Resort in Ko Olina, where guests can try traditional Hawaiian therapies


around 10 per cent of our customers have ben- efi ted from them and demand is growing. So far projects have included a company which is rolling out mammogram centres across the US which wanted a spa feel in the fl ow and ser- vice elements; a city spa which was relocating and introducing new ideas into the design and concept; and an entrepreneur who’s looking for the ideal space for a spa and needed assis- tance to build the business plan.


What’s the key to running a successful spa operation? Benchmarking is crucial – how else can you measure how your business is performing?


Accountability is essential. Spa executives should not expect things to just happen, they need to make sure someone is leading and that everyone on the team knows the goals and how they contribute. Also, creating owner- ship has the added benefi t that it often leads to fresh ideas. Finally, operators should seek mentors


both within and outside their circle to avoid tunnel vision. Look at best practices in the industry but outside your area. For exam- ple, day spas are far more nimble at getting the message out and using yield manage- ment techniques through social media. Hotel spas are better at marketing (especially to groups) and PR as they can utilise the hotel’s resources. Meanwhile, destination spas can offer a wider variety of services, cross train teams and are experts at integrating health and wellness services.


spa business handbook 2013 43


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