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40 DAYSPA | MAY 2015 The timing was hardly auspicious, however. Accord- ing to the Bureau of Labor Statistics, the recent reces- sion ended in late 2009. In 2010, the majority of small business owners were still catching their breath and concerning themselves with just staying afl oat. And most consumers were re-evaluating their budgets and questioning the importance of luxury expenditures. How was Matt Baker able to entertain thoughts of ex- pansion so soon after the recession? In other words, how did he make Two Rivers Salon & Spa an exception? PUTTIN' ON THE RITZ Baker rigorously sought information on ways to thrive in a shaky economy, and he readily shares that some of the best advice came from his parents. His father urged him to focus on doing his utmost to make the business please as many people as it could, and to always remember that the customer comes fi rst. His mother, on the other hand, represented Baker's typical spa client. A confi rmed Nordstrom shopper, she con- tinued to return to the high-end emporium time after time. Why? Because the store's staff treated customers the way she wanted to be treated. So, rather than shrink along with the stock market, Baker set out to create an upscale, Ritz-Carlton-style feel to his spa and salon, while maintaining low, com- petitive service fees. "We sought to bring a metropol- itan atmosphere to the Treasure Valley so our clients who come from large cities would feel at home," says Baker. That mission is apparent from the moment guests enter the sleek, spacious and dramatically lit spa lobby. The quiet room and treatment rooms are similarly appointed. But the extra mile doesn't end there. Two Rivers' strategy is to take the best possible care of the customer, and that includes being fl exible. "We adjust appoint- ment times, and technicians even come in on their days off to work with certain clients," Baker reports. A sleek, metropolitan feel helps put this small-town spa on the map.