Dayspa

DEC 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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G o i n g P u b l i c dayspamagazine.com • december 2017 • [ 29 ] Going Public As long as people crave escape, there will be hidden retreats to provide them with long-term R and R. But tighter budgets and extended working hours often preclude extended getaways, and most spa owners don't have the luxury of remaining a "well-kept secret." Fortunately, in the case of day spas, seclusion is no longer a high priority for many consumers. Thus, more consultants are directing spa owners to go where the people are. "In the past, our spa clients would look for locations slightly off the beaten path, but now we advise them to place their businesses in prominent shopping areas so that their spa rooms and retail boutiques can capitalize on walk-by traffi c," Ufl and reports. Indeed, the notion of the day spa as a quiet and private respite is gradually fading away as a new generation of community- minded, social media-driven spa clients comes to the fore. "The term 'spa' once conjured up approaches to relaxation and wellness that demanded people shut out the world and 'look inside' to fi nd balance," Ufl and observes, "but this generation seems to have a diff erent take. They're highly stressed but also politically charged and permanently connected. So, the old idea of spa feels isolated and limited. Rather than escape, these clients seek empowerment: a way to embrace and enjoy their lives more, to perform at a higher level, and to exercise both mind and body. We are seeing that, rather than solitude, clients are looking to engage and share experiences." In response, designers are creating ways to encourage more interaction and communion at the local spa. "Our spa startups are taking a modern, fresh and relevant approach to the client experience by off ering fast, less invasive services in a bar-like setting," shares Ufl and. Makeup applications, personalized aromatherapy and even facials can lend themselves to this context, replacing the "formal venues of yesteryear with an approachable, social, fun and time-effi cient atmosphere," she adds. Even mind-body work has become more social. Any facility without a couples' treatment room is missing the boat, and designers urge spas to off er group spaces other than a lounge or quiet room. "We are building more spa party rooms and communal spaces where clients can congregate before and after treatments," Ufl and shares. "People are looking to engage and be social at spas. So I'm creating more and more spaces that merge their lounge, retail and juice areas; entwining these multi-use spaces creates an environment that feels social but still makes money. In addition, I've been designing treatment areas where multiple services are performed next to each other." As a spa owner, comprehending the world in which you do business is always going to be a key component of your success. However, as important as it is to honor trends, it is even more crucial to make your own imprint. "I've found that ongoing trends still have to be refi ned if you want people to remember their experiences," concludes Karp. "Going to a spa and having a treatment has become commonplace. So unless you fi nd a vehicle to make it unique, you're not going to stand apart." u COURTESY ALEXIS UFLAND u nity- a High-tech touch: VISIA demonstration at Skinworx, San Francisco Spa lounge, On the Side Spa High- traffi c area: Skinworx

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