JUN 2017

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Page 60 of 100 [ 58 ] • # dayspamagazine • june 2017 spa profi le innovator in the world of wellness, and utilize a combination of advertising, PR and traditional and digital marketing to eff ectively reach our target audience," he notes. Tactics include creative spa packages, customizable, fl exible guest itineraries, an Arizona Resident Package that gives locals 15 percent off the typical overnight visit, and an Authentic Circle loyalty program for guests who have stayed more than four times or who own a villa. Plus, as Pratt points out, there's increased demand on the part of the guest too, with "more and more people looking to combine their healthy lifestyles with travel." Of course, any successful modern day management objective must incorporate brand building and innovation as well. Last year, Miraval opened a Life in Balance Spa at the Monarch Beach Resort in Dana Point, California, and there are plans to integrate the Miraval experience into its locations in Lenox, Massachusetts, and Austin, Texas. In addition, says Pratt, "We're currently in the development phase of creating new off erings for Miraval Tucson as we look to the next 6 to 12 months." Needless to say, my visit left me feeling thoroughly recharged and restored, and as I refl ected on the lessons I learned from Miraval's experts, I came to realize that, regardless of our location or situation, a life in balance is always within reach. u R t o " ff RIGHT: COURTESY LESLEY MCCAVE; LEFT: COURTESY MIRAVAL Ask the Farmer, with Richard Starkey Face to Face Challenge It's Not About the Horse, with Wyatt Webb

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