DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
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Results Focused, Naturally Inspired Smart Skin System UMMELINA INTERNATIONAL DAY SPA Website: ummelina.com Twice daily application for 56 days* Visible, Age-Defying Results ~ Innovative multi-active peptide formulations ~ Benefit optimizing concentrations ~ Performance enhancing synergy ~ Free of all suspect ingredients ~ American made, Cruelty free, Recyclable! scan code/visit web/or call... www.DermaEarth.com Call 888-608-SKIN (7546) Use FreeInfo #33 70 DAYSPA | SEPTEMBER 2013 Year opened: 1986 Size: 5,600 sq. ft. (Seattle); 3,700 sq. ft. (Yakima Valley) Facility: 7 multi-purpose rooms; 2 baths; lounge area; Global Remedies store; Tea Spa (Seattle); 4 treatment rooms; 2 baths; lounge area; Global Remedies store; Tea Spa (Yakima Valley) Staffing: 40 Most popular treatments: Celebration Massage (30-90 min./$60-$145); Aromatic Hot Stone Ritual (60-90 min./$120-$160) Average service ticket: $130 Product lines: Bucky Hotties comfort accessories; LOMA hair care; Ummelina skin and body and aromatherapy products; teas remained steadfast is Ummelina's "tribal" method of management, in which employees at all levels learn from each other and work in a circular fashion. "In some spas employees expect the spa to bring clients to them, but here we operate on the premise that it takes everyone personally doing what we call 'guerrilla' marketing, which is just our way of saying everyone gets out and spreads the word!" One of the biggest changes for any business operating in the past 15 years has been the techno explosion, and Ummelina has been no exception. Ten years ago, Ummel partnered with Lawrence to help beef up the spa's online presence and update its marketing strategies. Currently, Ummelina sells 35% of its treatments and 15% of its products via the Web. It even enjoys a popular Facebook page and Twitter feed, though Ummel isn't keen on all aspects of the brave new social media world. "With the recession, the spa marketing environment has been flooded with Groupon and other such offers to get people in the door," she shares. "But in my experience, this type of marketing breeds a non-loyal client—people just looking for a deal." With her proven record of success, Ummel is looking toward the future, even as she recognizes that the current economic climate makes it an uphill— yet exciting—battle. "My love is education and product development, so I'm looking to do more in that direction. We want to expand the wholesale distribution of our product lines and introduce more spa cuisine," she says. And where will she be in 27 years? "Well, by then I'll be close to 90," she reflects, "so hopefully I'll be checking into the spa and reaping the benefits myself!" Shari Goldhagen is a New York City-based freelance writer.