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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Page 78 of 107 | JANUARY 2016 77 Assessing just how "green" your spa really is has become a whole lot easier, thanks to the Green Spa Network's (GSN) Sustainability Assessment Tool (SAT), a free questionnaire that spa owners and managers can use to determine how environmentally friendly their business is—and can become. The tool assesses spas' sustainability efforts in four main categories. Spa pros are first asked to indicate how long their spa has been in business, the number of full- and part-time employees, and their spa's square footage. Following are approximately 150 questions (most are simple yes/no inquiries) that are divided into 18 categories, ranging from water management to employee experience. "Filling out the survey opens peoples' minds to areas of sustainability they weren't thinking about before," explains Paul Schmidt, executive director of GSN. Once the questionnaire is submitted, spa professionals receive a "score card" explaining their businesses' sustainablity. It's important to note, says Schmidt, that reports are circular, not linear. "We wanted the results be very visual, so our users can see where they have room to grow," he explains. "We didn't want people to think 'My spa scored 80%, we got a B-'. It's not that kind of judgment. This is simply a way to look at the makeup of your organization and learn how you can make small changes." He continues, "We recognize that every spa is different; that's why the SAT is both thorough and flexible." The GSN's SAT can be found at Spa professionals seeking an online space in which to learn and interact with peers will appreciate The Spa Standard (, launched by Rick and Kelly Maack, owners of Balance Spa & Fitness in Philadelphia and Maack Management, a leisure industry management firm. Their online platform, which went live last July, was designed exclusively for spa pros seeking to grow and connect with colleagues from around the world. "Our industry is filled with individuals who have a wealth of knowledge and who are looking to share it with the rest of the spa community," explains Kelly. "We've simply given them a space for empathetic exchange." The portal is accessible to spa owners, managers, technicians and students, and is also being populated by vendor partners who are beginning to conduct training through the website. A myriad of forums allows members to read discussion threads, post questions and answer inquiries. Articles, continuing education courses, training videos and downloadable "spa radio" podcasts are all available for free or at discounted rates depending on the user's membership level. "We really want the platform to be as interactive as possible," explains Rick. "We carefully monitor both the course forums and discussion threads to make sure that instructors are responding to users and that there's a positive, flowing discourse taking place," he adds. "Consumers are becoming more and more hands-on, and with the prevalence of the Internet, expectations are changing drastically," explains BABOR CEO Brian Brazeau. Hence, the skincare brand has jumped on the tech bandwagon to advance its marketing edge, and partnered with the Viceroy Spa Miami to install a "Virtual Selling Wall" at the spa. The wall features 20 monitors that display rotating information about BABOR products. Brazeau believes the display is ideal for validating recommendations made by a spa sales associate or esthetician. "It's also great for shoppers who prefer to be left alone when they're browsing; this way, a wealth of information is easily available and displayed right in front of them," he adds. In one of the wall's settings, five monitors identify skin types, with a column of screens beneath each category displaying corresponding recommended BABOR products carried by the spa. An interactive version of the installation, which utilizes tablets, launched at ISPA in 2015. "Many consumers looking to purchase skin care go online, where they can search for (and price compare) products," states Brazeau."We want our spa partners to boost their retail sales by capitalizing on the presence of their guests. By utilizing this standout technological display, they can encourage customers to make an immediate purchasing decision." Dressed-up Display Get Your Green On Virtual Community

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