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MANAGEMENT WORKSHOP the guest if the robe doesn't fit? And what are you saying to your employees?" Borgman asks. In some areas of the country, staff diversity is a challenge because of training opportunities. "The schools in your area may be determining your workforce," says Borgman. "They may not be providing opportunities, or marketing, to a multicultural pool." On the flip side, sometimes when someone other than a Caucasian female finds a good job at a spa, he or she may help bring in other valuable people from their social network who may never have considered a spa career. Immigrant populations are settling in even the smallest American towns and their children are the next generation of spa goers and employees. To tap into that market, the industry must understand their needs. "We may be so proud of ourselves that we've added ayurvedic treatments to our menu," says Borgman. "But to some young people, that's just grandma's home remedy. We need to figure out what they're willing to pay for." CULTURE CLUB Scott Kerschbaumer, who co-owns ESSpa Kozmetika in Pittsburgh, Pennsylvania, with his Hungarian-born SEAL OF APPROVAL It's not just spas that might want to announce their diversity friendly practices. TAG Approved (tagapproved.com), a division of Community Marketing, Inc., gives its stamp to gay-friendly hotels and other attractions. In addition to welcoming the LGBT community, the businesses that qualify must: • Enforce non-discriminatory policies including "sexual orientation." • Treat heterosexual and domestic partners equally in personnel policies. • Provide LGBT diversity and sensitivity training for employees. • Empower customers and employees to be "watchdogs" of their gay and lesbian business practices. • Give back to their community. • Employ staff who reflect the diversity of their community. dayspamagazine.com/freeinfo • Use FreeInfo #53 104 DAYSPA | SEPTEMBER 2013