Dayspa

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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Amadeus' retail partners visit regularly to educate staff on new techniques and products. Amadeus Spa (amadeusspa.com) Neighborhood: Pasadena, an affluent Los Angeles suburb, known for its "old money," historical charm, and the long-running and cherished Tournament of Roses Parade. Hook: Despite economic trials and fierce competition, this local staple has retained its 25-year status as the area's "go-to" spa sanctuary. In the heart of Pasadena lies a hotspot that has become a staple among L.A.'s affluent—and I'm not talking about the Rose Bowl. Over a span of 25 years, Amadeus Spa, which DAYSPA first profiled way back in 1999, has gradually grown its brand from a small hair salon operation to an 11,000-square-foot, full-service day spa, plus a second, smaller location in the affluent Orange County coastal community of Newport Beach. (The flagship location hopped around a bit before settling into its current location right off the town's main drag, where it has stood firm for the past 17 years.) "The spa industry was non-existent when we first started out," recalls coowner Tina Mui-Wong. "Consumers have so many options these days, that we've had to learn to keep up." And the ride hasn't been easy. Whatever you need, we've got you covered With our 3 creamy mineral foundations each with soothing zinc oxide, SPF 20, superior coverage and a natural looking fnish 1-916-939-9888 1-800-476-0226 toll free w w w. i l l u m i n a re c o s m e t i c s . c o m dayspamagazine.com/freeinfo • Use FreeInfo #29 74 DAYSPA | JUNE 2013 Mui-Wong has weathered a storm or two since opening in 1987, such as recent years' onslaught of fresh local competition, not to mention the crippling economic recession. According to Ingrid Marone, head esthetician for Amadeus Pasadena, the company has had to close two of its Southern California spas in recent years. "It was a sign of the times," she says. Despite the closures, Mui-Wong maintains a strong presence at the Fairmont Hotel in Newport Beach in addition to her flagship business, and has recently adopted a "backto-basics" approach, channeling her staff's focus toward providing superior service and finding new ways to market their offerings. "To combat these challenges, you must focus completely on your service and make your time with clients fabulous," says Mui-Wong. "You need to look at each guest who walks into your spa as a long-term client, and do your best to bring them back to you." To keep up with its technologically savvy guests, Amadeus has embraced modern marketing strategies. "We do a lot of online advertising: e-newsletters, Yelp, Google," explains Marone. "We also offer seasonal and monthly promotions." The spa has also latched onto the recent craze of daily sites. "We market through Groupon about twice a year," says Mui-Wong. "These days it's one of the best ways to

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