DEC 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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Page 57 of 77 • december 2018 • [ 55 ] Precise Pairing As Friedman mentioned, unique off erings make excellent package fodder thanks to their ability to leave a lasting impression. Christina Gallardo, marketing and advertising director for G20 Spa + Salon in Boston, adds that bundling less popular treatments with client favorites has its own upside: "These combinations give guests an opportunity to experience services they may not otherwise try," she says, noting that recognition can also convert to repeat purchases. Adriana Alvarez, director of Spa & Salon Operations at Costa del Sur Spa and Salon in Las Vegas, fi nds that even a facial—a well known off ering that tends to under-perform as a stand-alone service at her location—does extremely well as a package component. "I like the massage- facial combination: Most people think they don't 'need' a facial, but when they leave the treatment room and have that relaxed, dazed look, we know we've changed their minds!" she laughs. Putting the decision in the guests' hands also nets package success. All three pros reveal they off er customizable options where clients can choose what to bundle based on their needs and desires. "We ask for a time and their budget, and give them as many choices as possible," says Friedman. The bespoke packages at Tamara Spa require advance booking so therapists can properly manage their time, and a down payment—if the client is a no-show, the spa pros still get paid. Finding Inspiration Most spa owners know that seasonal off erings make easy package muses; what you may not realize is that monthly bundles will set you apart from the competition. In order for the specials to make sense for your location, though, you'll need to do a bit of research. Gallardo meets regularly with the directors from each G20 Spa department, and they share the past month's team and client experiences—feedback, requests and the like. "We collaborate and decide together what we'll be off ering each month based on that information," she says. Social media and trade publications like DAYSPA play a major role in inspiring package creation at Tamara Spa. "Our social media manager researches trending ideas, as well as what the competition is—and isn't—off ering," adds Friedman. "We're constantly looking for new services and products to keep us relevant in this ever-changing society." Smart Pricing Part of a spa package's allure for clients is that they're getting more bang for their buck. And as long as you keep profi t margin and therapist compensation in mind when you price bundled treatments, you can boost your bottom line signifi cantly. Alvarez fi rst focuses on cost per service. "I try to use products that we get on promotion from our vendors, so it's usually free or we got it at a discounted rate," she says. "Vendors are typically very giving in general. If we're promoting the line, they're more inclined to help us with that promotion." After a cost analysis, turn your attention to therapists and payroll. "Our technicians are paid on a commission basis, so they lose money when services are discounted," notes Gallardo. To counter this, G20 Spa combines treatments with retail specials or off erings that aren't reliant on the staff . "Our Salt Cave Halotherapy, Guided Virtual Meditation, Bali Revitalizing Experience and Rasul Detoxifying Ritual are all things we can comp in spa packages so that the discount doesn't aff ect staff commission," says Gallardo. Friedman, who also makes use of add-ons that don't require an operator, like lunch or a Jacuzzi session, adds: "We distribute the extra money made from the add-on services (minus their cost) to the spa and operators." Further, a mandatory 20 percent gratuity helps compensate staff despite a 10 to 15 percent discounted commission from the packages. Alvarez notes that there's no general rule of thumb to pricing a service when incorporating it into a package, but she does allow this pointer: "We won't discount the service below the highest commission rate, and try never to have the commission take the hit on the discount." © GETTY IMAGES

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