JUN 2013

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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Dtox's funky, homegrown motif resonates with its largely hip, artsy clientele. included paring down the menu—"spray tanning and nail services created a noise factor we weren't happy about"—and finding creative ways to cater to their young, happening guests. Happy Hour Fridays, a monthly evening event at which $39 gets guests into a DJ'd party at the spa, complete with organic wine and hors' d'ouvres, a 20-minute service of their choice, and opportunities to mingle with fellow spa aficionados and Dtox's cool-as-they-come staffers, has been a hit. "Once we get people in, they tend to think, 'Wow, what a great space,' and often end up coming back for full treatments," Mock says. (Full disclosure: I attended one such event and was amazed by the level of party Dtox managed to foster—let's just say it was way more OMG than om.) This community spirit is still central to Dtox's ongoing marketing efforts. "We're very involved in all surrounding neighborhood business chambers, maintain presence at local street fairs, operate school donations and give tons of services to private auctions," Mock DTOX DAY SPA Founded: 2006 Size: 6,500 square feet Facility: 12 treatment rooms, co-ed lounge, retail/ reception area, his-and-hers locker rooms with steam rooms Staff: 30 (serving both locations) Most popular treatments: Dtox Custom Facial (25-50 min./$65-110), Dtox Custom Massage (25-80 min./$70-$145) and Signature Massage Experience (80 min./$170) Average service ticket: $105 Products used/retailed: Dtox private label, Ilike 72 DAYSPA | JUNE 2013 says. "PTAs love us because they can always count on a donation. If you can get moms talking, they'll be your best marketing tools." To serve increasing numbers of guests driving in from the predominantly suburban San Fernando Valley, Mock and King went out on a limb in 2010 by purchasing a second space some 15 miles west in Encino! "The opportunity arose after the recession," Mock says. "We always had the idea of a second location on the back burner, and this location was just far enough away that it wouldn't affect our demographic in Atwater. When the space became available, we jumped at it." After seven years' worth of elbow grease, Mock and King can now focus on the big Dtox picture. They've hired a marketing specialist, and no longer "wear 10 hats" to run their business. "It has been a great and growing experience," Mock reflects, "but it's nice to finally be able to step back and focus on staying true to our original business model: a low-key yet funky oasis to serve the fun-loving, if a little offbeat, spagoer." —Katie O'Reilly

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