Ms. Segerberg

Spas, Health & Fitness

Spa Consultancy Distinctions: How to Match Your Needs

By Jane Segerberg, Founder & President, Segerberg Spa Consulting, LLC

Working through the maize of spa consultancies is becoming increasingly difficult. The variety of entities offering assistance is expanding, yet the quality of assistance is being diluted.

Why is a qualified consultancy important to your project? You can probably name numerous reasons. In addition to those that you already know, consider the following: The spa Industry has undergone rapid growth. When spas first emerged in the hospitality industry, a resort or hotel was very unique because it had a spa. Soon spas became an "expected item" in resorts and hotels much as swimming pools were expected in the 70's. Currently, the phenomenon has evolved to requiring much more than just "having a spa" to be unique in the market place. It now demands a very unique and compelling spa concept that delivers a high level of service and draws business and attention to the property. What once was a unique feature just by its mere existence, has become fairly mainstream and is now seeking to distinguish itself once again.

Spa travelers have become very savvy spa consumers and expect a high level experience that is inspirational and satisfying. The media, in all forms, exalts the luxurious and one-of-a-kind experiences that are offered at resort and hotel properties. Of all of the types of spa properties in the spa industry, the resort and hotel spa businesses tend to be the most luxurious, chic and high-end. Therefore, there are high expectations amongst consumers for resorts and hotels to have this level of spa on property. Properties that have not maintained up-to-date spas in both program, design and level of service are seeing a decline in business and in attractiveness for their properties. There is currently a major move in the industry amongst the smarter players to vastly improve the level of service, inspiring design and programming in their spas. To understand this process, take a look at the golf industry - - with growth slowing consistently each year, the Professional Golfer's Association of America is focusing on retaining current customers by improving their experience. The association realizes that its core players want quality and improved play. The industry has tried hard to attract new players and realized that it missed a bigger opportunity: getting more rounds out of its most avid golfers. A concerted effort is being made to establish best practices and renovate courses to upgrade play. Much the same is happening in the Spa Industry; lower levels of service and uninspiring spa programs are overlooked by repeat and potential guests. Existing spas will have to upgrade and new spas will need to be well conceived to stay in or enter the game as a major player. The International Spa Association realizes this phenomenon and has instituted several educational manuals and certifications for spa personnel as well as currently developing a set of "best practices" for spas.

Since numerous spas have been developed over the last decade and a half, there are many ideas and designs floating in the field that may be quality or non-quality. As a result there is an influx of entities offering consulting assistance that ranges from a recycling of ideas that don't work well operationally to creative solutions based on well-founded knowledge. It is definitely a period of time for the buyer to beware.

The tendency of ownership and management to minimize the number of people involved may appear to save initial costs, when, in reality this line of thinking costs more in dollars spent on the project and loses dollars in profit.

The needs for spa consultants will vary with each project. The undertaking may be a new build, a renovation, an interim management or a trouble shooting project. Requisites for the project will probably fall within the following ranges:

The development of a significantly unique, high service spa that draws guests and differentiates your property requires a seasoned multi-disciplinary approach. Just as potential guests and groups now choose one resort over another for the quality of the golf course, they also choose one resort over another based on the quality of the spa.

How do you find a spa consultant that knows the spa market, has had experience in the industry, is able to interpret trends and stays ahead of trend curves? Research, research, research! Unfortunately there is not a list of spa consultants that clearly separates the full service spa consultants from the myriad of consultants in the business. Even the International Spa Association's list of spa consultants does not qualify the differentiated lists. Under spa consultant listings, you will find: product companies that provide consulting on training and retailing, equipment companies that provide consulting on building out the treatment rooms in order to house the equipment they sell, training and service consultants who assist with staff training and then there are the architectural firms who have been involved in spa design at other properties and can carry over ideas (whether operationally sound or not) from their past projects, lastly - there are the spa directors who are either between jobs or are venturing into consulting for the first time. A careful sorting of consultants that will meet your needs is vital to the success of your project.

Your choice of a spa consultant will determine whether you create a spa that is a compelling complement to your property or just a common commodity. As you research the industry for a quality consultant, here are a few items that you may want to keep in mind:

The review of the selected list of consultants should be made while keeping in mind that your chosen consultant should be able to help you get what you want, deliver a product that is superior in quality yet economical to build, offer broad expertise, demonstrate a willingness to help and finally narrow the gap between what you have now and what you want.

A successful choice results in a satisfying partnership and a satisfying partnership with your spa consultant occurs when your unique combination of opportunities matches your consultant's abilities and expertise. "The right fit" is supported by strong agreement on the under girding of the project. Look for consultants who demonstrate that they are on the same wavelength and behave in ways that respect your company's norms and the way things are done in your organization. Watch for signals that the consultant is also evaluating "the right fit" during the interview process.

With a knowledgeable spa consultant selection process, you will find a consultant that you can trust and that you know will honor the core ideology of your company. You, your company, and the consultant will see each other as partners. As partners both of you are expected to work, contribute and succeed together. You will be willing to explore, take risks and be innovative together. There is a personal fit that engenders easy conversation between you.

Spas are unique, intricate and high profile businesses. As the Spa Industry continues to mature, hotel and resort properties have the power to either create a compelling complement to the property or just a common commodity for the property. Search for and partner with a consultant whose strength lies in the full integration of services that envisions unique concepts rather than a "turnkey" or partial development process. Your rewards will be money saved and more money earned plus the satisfaction of rave reviews by your guests.

Jane Segerberg is founder and president of Segerberg Spa Consulting, LLC., a multi-faceted spa consulting and management company with an industry reputation for creating spas that work –they are compelling for the property’s market, attain recognition, engage guests in memorable experiences and achieve bottom line success. Over Jane’s thirty-year history in the wellness, hospitality and spa industry, she has become recognized for providing outstanding service and keen attention to detail. For company information please view http://www.segerbergspa.com. Ms. Segerberg can be contacted at 912-222-1518 or janesegerberg@yahoo.com Extended Bio...

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