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 class. She also takes in $75 per attendee for the spa's Girls' Night for Healthy Skin chemical peel "party", which covers the cost of a peel and smoothie for each guest, as well as education and demonstrations. Also on the agenda: a three-hour Beauty Playshop ($159 per person), which includes a seminar, instruc- tion, makeovers and headshots. And, revenue doesn't have to dry up as soon as the last ticket is sold. "During our Healthy Aging Aware- ness class, our trained estheticians provide consulta- tions and distribute samples of antiaging products," says Dubois. "We sell the products used in the demon- strations, which enhances our retail efforts." Although Solomon encourages guests to purchase products at her events, "It's a soft sell," she says. "At our couples' massage workshops, attendees can buy massage oils and body scrubs so that they can try the techniques they've learned here at home." Spa owners can also offer incentives to keep customers coming back—and keep cash registers ringing. Dubois, for one, sometimes offers work shop attendees discounts on future spa appointments, so her spas might reap the benefi t of clients' return visits as well. 2) CONVERT ATTENDEES TO CLIENTS. Spa owners agree that growing your client base is one of the top benefi ts of holding workshops and classes. "These events generate buzz and attract new clients, who become interested in engaging with us," says Dellene. "This creates a loyal core clientele who bring relatives and friends and send us referrals." Some of Dellene's current best clients were initially only event attendees. "I met one of my fav orite clients at my Anti-Aging Superfoods workshop. Then she start- ed coming in for regular LED and microcurrent facials, which she had never even heard of before," she says. "We always get fresh clients when we hold a class," adds Solomon. "The classes present us to new people in a positive light because the attendees have fun and enjoy the experience—plus, they get an unoffi cial tour of the spa." PHOTO COURTESY SUNWATER SPA 84 DAYSPA | JANUARY 2016

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