Dayspa

JUN 2014

DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.

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dayspamagazine.com | JUNE 2014 101 price shop—exclusive and specialty services such as scrubs, facials and wraps are good targets," he sug- gests. "When you decide to increase prices for more mainstream services, like a one-hour massage, it might be a good idea to implement a tempo- rary discount program to mitigate client displeasure, and allow more resistant clients to ease into your new pricing." Spa Gregorie's implemented a price increase last November to cap- ture the benefi t through the holiday season, and were surprised to have received very little negative feedback. Clients who did voice concerns were accommodated with the old price for a couple of months. Wills recalls her experience: "No one blinked when we raised our prices last time. It was hardly mentioned except for the few dedicated clients who offered kudos and said we should have done it sooner. The apprehension leading up to it was a total waste of energy." When updating prices on your menu, take advantage of that time to introduce any other menu adjust- ments you've been considering, such as service length, or protocols. Wills did just that. "Instead of increasing the price of nail services, we added a 'seasonal luxury' option with a signifi cantly higher price point," she says. "We also changed our menu and communication strategy: express services were separated from the main menu and we began to default to what was previously our mid-level service as our standard service." In the end, price setting should refl ect the value of your spa and what it offers your guests. "If you set your prices based on the fact that you provide high quality services, products and therapists, chances are your clients will be return clients—even if they have to pay a few extra dollars than they do down the street—because what you provide will be worth paying that little extra for," says Escape Day Spa's Hay. "If spas and salons as a whole continue to offer quality across the board, we'll eventually be able to educate clients as to why it's important to choose a reputable place to have services performed. And those businesses who don't feel quality is important will even- tually fall through the cracks." In short: be aware of your break- even point, create a compelling vision and branding for your spa, ensure the best possible service and experience for guests, and the price will always be right. Lisa Starr (lstarr@wynnebusiness.com) is a business consultant for Wynne Business and a spa management trainer/educator. dayspamagazine.com/freeinfo • Use FreeInfo #55 P r o f i t C e n t e r . i n d d 1 0 1 Profit Center.indd 101 5 / 7 / 1 4 1 : 5 5 P M 5/7/14 1:55 PM

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