JAN 2016

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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YOURWELLNESSSPA 68 DAYSPA | JANUARY 2016 an especially exclusive escape—with a killer ocean view. Although standout facilities certainly please spa guests, luring them there in the fi rst place has called for additional help in the form of a partnership with SCICO's Pavilion Hotel, which enabled the property to bill itself as the island's only resort spa. All hotel guests enjoy Island Spa Catalina shower amenities, and a treatment menu is placed prominently in each room. Furthermore, SCICO has driven an expansive marketing campaign across a myriad of outlets, both on the main- land and the island, to ensure the new spa gets noticed. "On the island, our goals are centered mainly on building awareness of the spa," explains Bankson. "Word of mouth is key, and we are aiming to foster relationships with partner organizations on the island, as well as with other property operators." By creating hotel-plus-spa packages for easy booking, SCICO is successfully bringing guests ashore and into Island Spa. Take the current Escape package, which includes two- way boat transportation, two nights of accommoda- tions, and dining and spa credits, affording guests the full, fl exible Catalina experience that they crave. Rachel Kossman is DAYSPA's associate editor. Fit for Locals Independent of its hotel partnership, Island Spa Catalina is doing its part to lure the island's 4,000 residents. The staff devised Avalon Advantage, a free membership program that offers island locals a 20% discount on services Monday through Thursday, plus seasonal specials and birthday promotions. "Avalon is a small community, and we wanted to create an offering that would provide its residents with something special," says Maureen Fletcher Bankson, executive vice president of spa at marketing and management company American Leisure. A year after opening its doors, the program already had 160 members. The spa also hosts a slew of fi tness classes, including yoga and Zumba, in its Wellness Studio, which overlooks the Avalon harbor. Spa director Zach Thomas hopes to soon add dance, meditation and Pilates offerings. "I realized early on that Avalon lacked fi tness options," explains Thomas. "I'm so excited that we're going to be leading the way to change that." At the end of 2015, spa staff introduced Fitness on Demand, a virtual group fi tness kiosk that offers more than 200 group classes. "This is a great addition and unique offering for Island Spa that would normally be almost impossible to deliver to our guests, simply because of the logistics," explains Thomas, referring to the dearth of fi tness instructors on the island. The next step in attracting wellness guests will be the incorporation of fi tness and yoga retreats, which appeal greatly to Southern California residents, notes Thomas, who himself moved from the mainland to Catalina when he landed his job at Island Spa. "I'm working to make sure that we have a wide range of offerings that can be combined to create a truly unique retreat experience." Above: Island Spa's relaxation deck lets guests waiting for treatments take in Catalina's Pacifi c harbor. Below: The spa's retail area boasts aquatic-inspired skin care, apparel and accessories. SNAPSHOT

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