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YOURWELLNESSSPA 70 DAYSPA | MAY 2015 SNAPSHOT From cruise ships to airports, every venue is offer- ing spa treatments these days. Even Hard Rock—a name synonymous with booming background music and walls emblazoned with autographed rock memorabilia—has embraced the world of wellness. The brand, established in 1971 with the opening of London's Hard Rock Café, has grown to encompass 152 cafés, 21 hotels, 15 spas and 10 casinos in 59 countries. Andrea Melotti, VP of Operations—Hotels & Casinos for Hard Rock International, attributes this wellness fo- cus to the "millennial state of mind". "More than any other generation, this new wave of hotel guests has put wellness at the forefront of their needs while traveling," he says. "This trend has now caught up with the other demographics and psychographics to the point that of- ferings such as healthful food choices, fi tness and spa options are considered as obvious and basic as Wi-Fi." But as the savviest spa operators realize, it's not enough to just check a box—they have to appeal to their core audience and constantly keep up with trends. Cue Hard Rock's recently introduced Rhythm & Motion spa menu, billed as "an invigorating, energetic experi- ence that's more Zeppelin than zen". Currently available in six Rock Spas worldwide, the menu comprises four signature services that "utilize amplifi ed vibrations, pressures and patterns as the foundation of its treatments, enlivening the senses and instilling well-being." Guests can choose from Synchronicity (50 min./$155 or 80 min./$205), a mas- sage performed to a pulsating soundtrack; Smooth Operator (50 min./$145), a dry brushing followed by a detoxifying wrap; Face the Music (50 min./$155 or 80 min./$205), combining sound vibration with an organic facial; and Wrap Remix (110 min./$295), a A hotel spa chain amplifi es its wellness offerings while staying true to its rock-centric roots. By Lesley McCave Movers and Shakers PHOTOS COURTESY HARD ROCK INTERNATIONAL