Dayspa

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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PROFIT CENTER 82 DAYSPA | JANUARY 2016 A Class Act Day spas are increasingly offering extracurricular workshops and classes—with A+ results. By Maryann Hammers Whether it's cooking lessons at Canyon Ranch, aromatherapy blending at Ojai Valley Inn & Spa or mountain biking at Miraval, workshops and classes are a mainstay at destination and resort spas. But why should the big guys get all the fun… and revenue? Independent facilities—even small day spas with tight budgets and limited resources—can earn a piece of the pie too, provided they're willing to get creative. "We set aside our yoga studio to offer classes on everything from aromatherapy blending to managing menopause," says Mary Dellene, owner of Body Design, a day spa and fi tness club in Newport Beach, California. If you're a spa owner, it pays to think long term: Beyond the instant income boost, classes and work- shops can also generate revenue streams for life, by bringing in brand-new clients and developing your spa's reputation as a trusted, go-to source of information and advice. "Classes and workshops set me apart from the competition," adds Dellene. "My clients see the depth of my knowledge, expertise and passion for healthy liv- ing, and they view the spa as a helpmate and resource." Feeling inspired? Count the ways in which classes and workshops can do wonders for your spa. 1) FOSTER BOTH SHORT- AND LONG-TERM REVENUE. Complexions Spa in Albany and Saratoga Springs, New York, has held classes on makeup, hair styling, healthy aging and herbal blending since it opened in 1987. Owner Denise Dubois shares that a major motivation was to become a reliable beauty and wellness resource for her clients, but acknowledges that her classes provide a more obvious, immediate benefi t: They're moneymakers. Dubois typically charges $25 per person per class to cover staffi ng, and light hors d'oeuvres and beverages, and about 30 guests attend each one. The price isn't a deterrent—in fact, the spa owner believes that it encourages people to show up. "We've found that guests are more committed if they pay to attend," she says. Wendy Solomon, owner of Flawless Day Spa in Chapel Hill, North Carolina, agrees. "We've discovered that charging for our seminars actually increases the perceived value of our spa," she reports. Of course, it pays to set event fees carefully, taking into consideration instructors' salaries, refreshments, products and general overheads, notes Solomon, who charges $30 per person for her spa's meditation © GETTY IMAGES

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