APR 2019

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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April 2019 • 29 The Distinction THE ROW is a newly branded destination in the heart of Reno comprised of six contiguous city blocks, uniting the Eldorado Resort Casino, Circus Circus Reno and Silver Legacy Resort Casino. The Spa at Silver Legacy—part of a three-year, $100 million renovation plan—celebrates Reno and neighboring Lake Tahoe with holistic spa treatments, innovative architecture and local purveyors. The service menu refl ects the Reno- Tahoe relationship by incorporating signature scents mixed from indigenous plants into treatments, all designed to give an outdoor feel. For example, Take a Hike (50 min./$55) is a men's pedicure inspired by the unparalleled hiking trails in the area. Artwork throughout the space highlights local landmarks, and textures mimic natural elements including pine cones and tree bark. Capturing Clientele The Spa at Silver Legacy heavily advertises its many differentiators in order to get guests' attention, focusing on its size, natural lighting, locally sourced products, hospitality suites and customized experiences. It blends traditional avenues, including print ads, TV spots and airport billboards, with digital displays and social media posts—typically short teaser clips and giveaways. In addition, the spa hosts exclusive tours, Instagram infl uencer trips and private parties with complimentary services to get the word out. In-Demand Ser vices The spa's most popular offerings are the Fiery Snow Facial (80 min./$180) and Fiery Snow Massage (50 min./$150; 80 min./$190). "Each incorporates hot and cold elements representing the warmth of the desert and the snow of Lake Tahoe," says George Powell-Lopez, director of spa and wellness at THE ROW. "In the facial, the steam opens pores and cold marble stones constrict them, ensuring that the service's actives and nutrients are retained. Meanwhile, the massage is very relaxing as muscles respond to the contrasting temperatures." LOCATION Reno, Nevada OWNER Silver Legacy OPENED October 2018 THE SPACE 21,000 square feet, with 3 couples suites, 4 individual treatment rooms, 5 facial treatment rooms, 3 relaxation lounges, a salt inhalation chamber, 7 hydrotherapy soaking tubs, 2 steam rooms, 2 saunas, and 2 private suites for parties and special events STAFF 1 director, 1 manager, 4 supervisors, 5 cosmetologists, 3 estheticians, 8 massage therapists, 7 concierges, 7 attendants WEBSITE THE SPA AT SILVER LEGACY

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