Dayspa

JUL 2018

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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[ 32 ] • # dayspamagazine • july 2018 THE DISTINCTION The hotel, opened in 1912 by Anheuser-Busch cofounder Adolphus Busch, took over a lot formerly occupied by City Hall and quickly became a Dallas icon. Currently, The Adolphus Hotel touts itself as an urban destination—one with a seventh fl oor that focuses on the mind, body and spirit. This wing of wellness includes the rooftop pool; fi tness center complete with classes, cycles, treadmills, free weights and yoga tools; and, of course, Spa Adolphus. "We're a little slice of heaven in downtown Dallas," says spa director Cassondra Rogers-Royael. "You can feel worlds away from any metropolis up on the seventh fl oor, then step out onto the terrace for sweeping views of the city." CAPTURING CLIENTELE The spa's location within the hotel brings with it built-in access to guests. So, too, does its proximity to local downtown businesses. Key to expanding its reach, engaging guests and marketing the brand is Spa Adolphus' use of social media. "Instagram allows us to curate an aesthetically pleasing feed that illustrates the spa's light and airy atmosphere," explains social media manager Sarah Webb. "The ultimate goal is to have followers envision themselves at Spa Adolphus, what their skin will look like after one of our facials, and how relaxed they'll feel after a full day of luxurious pampering." She also notes that infl uencers are great for getting the word out about services. "We love collaborating with a thoughtfully selected group of local beauty and fashion bloggers who embody our brand," says Webb. MANAGEMENT M.O. Word of mouth is the main pipeline for the hiring of Spa Adolphus staff . "The spa world is a tightknit group, and when there's an opening, more often than not it's a personal recommendation that fi lls that position," reports Rogers-Royael. Ongoing education is highly encouraged in all aspects of the business, from customer service to hands-on off erings. Partnerships, such as those with skincare lines G.M. Collin and Red Flower, bring with them a healthy dose of product and protocol training. This approach also applies to new treatment additions: When the spa re cently introduced a Thai massage, a certifi ed trainer was fl own in from California to educate staff . IN-DEMAND SERVICE The most requested off ering is The Adolphus (60 min./$145; 90 min./$175), a Swedish massage featuring Red Flower aromatherapy. "It's a relaxing service that uses medium to light pressure and incorporates nine essential oils, each with their own unique scent and benefi t, whether it be clearing the mind, energizing the body or calming the soul," explains Roge rs-Royael. Other popular services include the Red Flower Mo roccan Rhassoul Wrap (90 min./$195) and Red Flower Energizing Japanesque Ritual (120 min./$215). "These treatments allow us to lead guests on 'journeys' through hammams and Japanese forest bathing," says Rogers-Royael. "Our mission is to provide an artful selection of meaningful treatments." THE GOODS Hotel Adolphus is the only hotel in the U.S. that carries the entire Red Flower product line in its spa. In addition, Spa Adolphus' retail area tempts at check-in with jewelry, makeup and skin care from brands including G.M. Collin, Oribe, Smith & Cult, Men's Society and Aromafl age. u TOP: COURTESY SARAH WEBB; COURTESY STEVEN VISNEAU spa snapshot

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