Dayspa

AUG 2018

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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[ 58 ] • # dayspamagazine • august 2018 management workshop by Phyllis Hanlon Tricks of the Trade Show Get the most out of attending the spa industry's biggest events. COURTESY PREMIERE DAYSPA hen it comes to being successful in an industry that encompasses everything from quality skin care to body treatments to stress-reducing practices, it's crucial that you stay on top of the latest innovations, educational opportunities, product off erings and more. That's why, as a spa pro, attending trade shows is an absolute must. After all, where else can you go to learn about the most eff ective new ingredients, techniques and equipment, as well as network with other pros and even snag some sweet deals on supplies along the way? That said, with so much on off er at these events, you can't simply show up. Whether you're attending as a spa manager or sending a staff member in your stead, you'll want to keep these trade show tips top of mind. Be Prepared Whether it's your fi rst time attending or your 20th, you must plan ahead, says Lynne McNees, president of the International SPA Association (ISPA), who recommends carefully studying the list of educators, speakers and exhibitors, and setting clear goals and expectations for the event. "If someone is looking for high-level leadership and business education, and they instead end up with hands-on classes geared toward therapists, they'll be disappointed," she explains. "So, evaluate what's being off ered when determining which trade shows to go to. If all the areas are impressive, well organized and connect with your needs, it's an event worth attending." To further clarify your intentions and maximize your investment, McNees suggests drafting a tentative schedule. "This reduces stress for attendees on-site and prevents them from getting overwhelmed when exploring the vast amount of options available," she says. Luckily, planning is a breeze these days thanks to the numerous apps, mobile responsive websites and interactive expo fl oor maps that are available. Jesse Cormier, senior director of the Associated Skin Care Professionals (ASCP), adds that without a solid plan you may miss out on classes you want to attend, or run out of time to visit vendors. "Just walking the exhibit hall can take hours," she points out. "There are so many vendors sharing information, doing demos and off ering exceptional bargains, and attendees often underestimate how much time they'll spend taking it all in."

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