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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Surrounded by sandy beaches and blue waters, The Spa at Sandpearl Resort (sandpearl.com) in Clearwater Beach, Florida, is the ideal locale for a social shindig. Last December's Sandpearl Soirée included signature holiday drinks, demonstrations of spa services in poolside cabanas, live music and a charity auction. According to Maureen Vipperman, the director of spa operations, such occasions are a great way for clients to draw friends and families to the spa. "The spa is an untapped venue for a variety of events— there's a relaxed feel and at the same time you get to expose your products and services," says Vipperman. "Plus, we've discovered our rebooking and retention rates increase afterward." To host a successful bash, the spa director suggests establishing a to-do list and timeline, and getting staff and resource partners involved. But above all else, she says, "Have fun! It is a party after all." 14 DAYSPA | NOVEMBER 2014 TREND WATCH Spas are hosting free, festive parties to celebrate current clients and attract new ones. By Jennifer Chen Holiday Happy Hours © STURTI/GETTY Amid the frenzy of holiday shopping and prepping for family gatherings, who doesn't love the idea of a restorative spa soirée? In 2013, Metamorphosis Organic Salon, Spa, and Wellness Studio (spapgh.com) in Pittsburgh held its fi rst Merry Mixer. Thanks to the spa's networking and social media efforts, about 150 people attended the event, which featured food and clothing trucks and even a fi re dancer. Among the invitees were more than 15 local businesses, who also got the word out. "We don't hesitate to include other wellness professionals," says manager Bella LaQuatra. "The more positive an environment you can foster for everyone, the more likely you are to attract and retain customers. A good relationship with a neighbor could result in a referral or a helping hand in time of need," adds co-owner Mia Good. Given the inaugural party's success, a similar affair is planned for this year. Hosting summer events like a Sunset Social has helped build a loyal following at Oasis Day Spa (oasisdayspanyc.com) , which has two locations in Manhattan and Westchester, New York. Bruce Schoenberg, the spa's founder, says Oasis is known for throwing parties that feature stellar therapists performing rejuvenating mini-treatments. This year's holiday event is being billed as a "shopping spree", with spa services offered at a discount and plenty of retail deals. "I've always believed everyone wants to be part of a party, so we're constantly looking to plan the next one," says Schoenberg. For promotional tools, Schoenberg relies on everything from a robust client email list to the spa's website to good old-fashioned word of mouth. If you're just dipping your toe into the party-throwing pool, he suggests starting slowly with smaller events at holiday time before branching out to bigger bashes.