CELEBRITY SPA
private stone terraces and all of them open onto a spa courtyard, with a 70ft (21m) infi nity edge pool overlooking the woods, as well as a heated whirlpool, stone fi re-pit, dining area and private cabanas. “We’ve tried to capture the special beauty of the surrounding landscape in the spa experi- ence,” explains Devadas. According to spa director Penny Kriel:
“The core objective for Blu Spas was to create the defi nitive American classic spa, refl ecting the traditions and history of the Virginia area and we all think this goal was achieved. It captures the genteel elegance of southern hospitality, rife with romance and grace.”
POLITICAL CURRENCY In addition to a wide range of massage and beauty treatments – with skincare supplied by Alchimie Forever and Natura Bissé as well as homemade products using ingredients grown on-site – the spa boasts beautiful wet areas constructed by Bradford Products in locker rooms, comprising whirlpools with waterfall features, steamrooms and experience showers. Separately, there’s a relaxation area and rasul beyond that, plus a well- equipped fi tness centre, sauna and an indoor swimming pool. But in line with Johnson’s original
vision, the wellness off ering at the resort extends far beyond the walls of the spa. At its heart is the equestrian centre, which alongside traditional riding classes and clinics off ers a range of wellness-oriented programmes. Such programmes include
Wellness extends beyond the spa – even the world-class equestrian centre off ers horseback yoga
The Equi-Spective Experience – which aims to help participants discover their authentic communication, leadership and relationship style by connecting with horses – and Yoga on Horseback. Non- riders, meanwhile, are well catered for with other outdoor programmes ranging from hiking to birdwatching, while golfers can take advantage of a one-day membership of nearby Creighton Farms golf club, which boasts a Jack Nicklaus signature course. To all appearances (the company won’t
divulge occupancy rates) the resort is a great success. Press coverage has been extensive and business is currently equally split between groups and leisure guests/ The political community in DC is also proving to be a particularly important market – the resort has already hosted 20 fundraisers and welcomed numerous high-profi le guests. As for the spa, it has an impressive
Spa director Penny Kriel feels the spa has a genteel elegance
capture rate of 48 per cent and is equally popular with the local community, who account for 50 per cent of business. Inde- pendently profi table, it is a driver of room rate and length of stay (currently around two days and rising) and also appears to have currency among Washington’s political elite. According to Devadas, not only do visiting politicians use the facility but one of last year’s fundraisers, which has traditionally been a golf event, was for the fi rst time centred around the spa. Next on the agenda in terms of well- ness is the opening of a treetop canopy
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walkway and an open-air treatment room, located in the Stallion Barn, both of which will launch in the next few months. But Johnson and Devadas have bigger plans. These include not only the introduction of medi-spa services and ‘executive physi- cals’ at the resort, but also a dedicated healthcare facility delivered in partnership with a leading medical provider – a second phase of development that’s been on the cards since early on in the planning process and which aims to cement the resort’s reputation as a wellness destina- tion. Scheduled to open towards the end of the year, the purpose-built facility will be located at the resort and will off er a range of services targeting both business executives on corporate retreats and residents from the north Virginia and greater Washington DC areas. Nor does it end here. With two brand
new Salamander resorts soon to be announced – one in Florida and one in North Carolina – Johnson’s spa and wellness ambitions are only just beginning. “As Salamander expands, our expertise in the spa industry will be a key part of the company’s growth strategy,” she says. “Never has it been more essential to marry health and wellness to a resort or hotel experience and we are perfectly positioned to help owners create that environment.” ●
Rhianon Howells is the consulting editor of Spa Business magazine Email:
rhowells@spabusiness.com
Spa Business 2 2014 ©Cybertrek 2014
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