Ms. Segerberg

Spas, Health & Fitness

Think: The Hotel Spa as a Concert...

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

Is it a "Spa Experience" or is it a concert - a well-orchestrated event? The live performance delivered in both the concert experience and the spa experience are intended to be meaningful, soothing, inspiring, effective and individual.

Including a spa in a hotel or resort has become a requirement. However, the spa's existence alone will not distinguish your property. A spa that orchestrates a delightful and harmonious program and service delivery will give your property a highly competitive edge that is also profitable. Effectively producing a well-orchestrated spa experience requires thoughtful consideration along each step in the planning process. Following are the elements that combine to deliver a highly acclaimed experience or event.

Set the Stage

The musical concert and the spa concert are performed on a stage. Setting the stage is the foundation for the event and it is in this area where we see a plethora of misinformation passed from one property to another. Architects, engineers and interior designers are all involved in the fundamentals of setting the stage. Stop-gap solutions for a problem at one property become the gold standard for the next project. From air quality to guest flow, mistakes or corrective measures used by architects or those providing MEP at one property should not be passed on to the next property. A knowledgeable spa consultant who can provide solid information is important at this juncture.

Let's begin to set the "spa stage" first with environmental considerations. Air exchanges, mix of outside/inside air, humidity levels and temperatures vary greatly between wet areas, treatment areas, relaxation and reception areas of the spa. Air quality is not only important for the comfort of the guests, but also the health of both the guests and employees. Take a look at the increasing numbers of mold, mildew and moisture problems that put a temporary halt to business along with costly repairs and workplace lawsuits and realize that good advice for specifying quality environmental air and upholding the specifications is crucial before purchasing the first chiller.

Sound transmission control on the spa stage s also important to the orchestrated spa event. Bleeding of one type of sound into another creates discord and disruptions in the melody of the experience. Two factors contribute to sound control. The architectural program should be sensitive to the placement of noisy/wet and noisy/dry zones next to quiet/wet and quiet/dry zones. In addition, the installation method and type of insulation is also a factor.

The audio delivery on the spa stage can either subtly delight or irritate the senses. Well-planned audio sources and speakers that produce subtle, yet ubiquitous audio that also changes according to spa area requirements adds to the sensual delight of the spa guest.

The lighting ambiance on the spa stage can create special effects for highlighting signature features as well as an ambient flow through areas with different purposes. Keep in mind, that lighting requirements change according to the types of spaces from community space to more private reflective areas and treatment spaces.

The architectural flow of space and proximity of back-of-house or "backstage" spaces to the spa stage provides the opportunity to seamlessly stage the various components or events in the spa experience. For example, linen transport should not interrupt the spa experience, yet staff needs to access linen pick up and linen drops easily. Sufficient back stage or back-of-house space should be allotted to adequately house the props and supplies needed to produce the experience.

Finally, the stage can be set with pleasing colors, textures, shapes and signature features that signify the concept and purpose of the spa. Colors, textures and shapes that calm and relax, yet stimulate the senses create a pleasant yet interesting and memorable stage for the spa experience.

Write the Musical Score

The musical score has a consistent theme that includes exciting and remarkable events within the theme. Concept genres may vary between spas but they mostly have the same program elements and order of events. Elaborate, expensive and exotic elements are not the secret to repeat performances, but consistency is the key. Concert guests repeatedly return to an event because it consistently generates the promised production.

Individual scores are written for each instrument to create the overall concert performance. Each spa staff position should have its own score of performance standards that are well-written, detailed, documented and upheld. The spa concert is orchestrated in perfect synchronicity without any incorrect notes.

Secure the Required Instruments

Play the score with quality instruments. Thoroughly research the types and qualities of each piece of equipment, props and supplies in order to deliver the notes or results required for the score. Proper quality, quantity and placement will produce harmony and grand effect.

Rehearse it Well

Rehearse and train for the concert before the opening performance. A concert opens well-rehearsed and polished without a hitch to the first audience. Guests, having paid for the experience, expect a beautiful melodic event. Train and rehearse the written standards of performance. Hold many rehearsals leading up to the dress rehearsal. Practice is important for the confidence and performance quality of the staff. A well-trained, well-rehearsed staff is happy, self-assured and productive while working together in synchronization.

Conduct the Concert

The conductor is responsible for leading the orchestra through the ups, downs and flow of the concert. The stage and theater managers are important to the overall concert as well. The spa director leads the staff through the entire flow of the spa experience and needs the support of strategically placed management or supervision in the front desk, retail and treatments areas of the spa. From the first phone call to the greeting at the spa, preparation for treatment, the treatment experience, post treatment relaxation, take home purchase and exit, the guest should come into contact with properly trained and managed employees as well as a fastidiously clean and organized facility and supplies.

Enjoy a Pleasing Production

The pleasing production is not only enjoyed by the guests, but also by the hotel/resort for its highly acclaimed success. Requested repeat performances and media attention along with word-of-mouth affirmations bring both financial success and attention to the project.

Plan well for your project. Seek well-founded, knowledgeable advice and follow through on preparation, delivery and quality. Your spa will virtually be an outstanding score for your property.

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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