Ms. Segerberg

Spas, Health & Fitness

Powerful Partnerships for Spa Planning and Promotions

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

Tune in today to any presentation or article on business and the words “alliances” and “partnerships” are prevalent. Finally, we all realize we need to “play well with others” and particularly those “others” where the benefits are mutual and ongoing. Partnerships that pass “The Kayak Test” will be the most beneficial to the planning and promoting of the spa.

The “Kayak Test” for partnerships reveals all. I never thought that a recreation that I enjoy could be a metaphor for goal setting and sealing a partnership, but I discovered it recently on a kayak trip with my husband and tandem Kayak Partner. We hopped in a tandem sea kayak to experience the Na Pali Coast in Kauai. Like business, it is for the ‘determined few’. We arrived at 6 AM to get checked out and be instructed that there is no turning back once we passed an early point in the trip. We would be out until 7 PM with 8 hours of hard paddling. It never occurred to me that my partner/husband would even think that he could go at his own pace and rest his paddle when he wanted, rather than match my paddling rhythm – after all we had a destination that was 17 miles away and we didn’t want to be out there in the dark! My reality was pushing to get there because we didn’t know what upcoming obstacles we might face during the trip and his reality was that we would get there sooner or later. Needless to say, many frustrating moments and discussions ensued about paddling style, etc. Never once did it occur to either of us to talk about why we had such differences of opinion – or in other words, how we visualized the goal and the means to get there.

As I think about the partnerships that we create for spa planning and promotion, I wonder how well we all understand the spa’s goals. Do we know what it will look like when we get there and are we fully aware of the pace and direction that we must take in order to arrive? How many times have we been frustrated with employees, vendors, marketers, designers and planners when they haven’t understood it our way? How many times have our guests been frustrated because we haven’t understood it their way and met and delighted their expectations? When we paddle our ‘kayak’, all partners on board need to fully understand the end result, pace and capabilities to get there. There is no room for discord, mutiny or partial completion.

A review of the historical gamut of spa planning reveals that in a very short 20 yr. time period, the evolution has gone from a new and attractive ‘hook’ for the hotel/resort industry to making it bigger, to making it more extravagant to where we are now. Now, we realize it must be sustainable – sustainable financially for the resort and sustainable as a repeat guest experience.

Guests arrive at our spas with the expectation that something wonderful is going to happen in just a very short period of time and they will be able to leave relaxed with reduced stress and more energy than when they arrived. Spas have a tall order to fill and it takes astute planning to deliver and to touch people in amazing ways.

Spa planning and promoting involves a solid partnership of experience, creativity, new ideas and defined goals. Particularly, the partnership with Spa Planners/Consultants, Design Team, Vendors, Marketing Team, Employees and Guests is critical. Spa planning never ends, beginning with the partnership with the planners/consultants, design team, vendors and marketing team; and continuing with ongoing relationships with vendors, marketing team, employees and guests.

Like the goal for the kayak trip, clarity is key. Communicate what success will look like. Stay in touch and step up the dialogue to check for straying views. Revise plans as necessary when new information is learned. It seems simple to dig in and match your partnerships with your goals. Partner with those that can best paddle your kayak so it reaches the goal point and those that can do it in the most satisfactory manner and journey?

Powerful Partners

The Spa Consultant or Spa Planner who has demonstrated a knowledge of the spa market, had experience in the spa industry, can interpret trends and stay ahead of the curve will be your key partner in collaborating with the Design team, Marketing Team and Vendors.

In the search for the Spa Consultant/Planner who has only your goals and agenda as a priority, you will find a blur of businesses that also sell spa products, spa equipment and even architecture firms that call themselves spa consultants or planners. Unfortunately there is not a list of spa consultants that clearly separates the full-service spa consultant from the myriad number of businesses that include the words “spa consulting” in their list of offerings. Finding a consultant/planner that can help you paddle with experience and non-competing product, equipment or other services sales goals in mind is a tough task. ISPA (International Spa Association) and IMC (Institute of Management Consultants) are two resources for a refined list of full-service providers.

As partners, your consultant and you will work and contribute, take risks and innovate together. It is a personal fit that engenders easy conversation between the two of you. Your consultant will seek to understand your concept, purpose and expected points of differentiation, then help translate those goals into the spa’s program and the design team’s facility design. Your consultant partner typically will also be instrumental in the search for the appropriate equipment and product vendors that match the spa’s goals, concept and market. In addition, the consultant is usually a key communicator of the spa’s goals and story to the employees and marketing team during opening training and preparation for marketing.

It can be helpful to work with a spa design team who has previously designed spas only if the architect and interior designer has clarity that each spa is and should be different with different operational and space constraints. Often design teams who have completed a spa assume that all spas needs are the same. Expect that the team will listen carefully to the goals and then offer creative design solutions. The Interior Design part of the team brings interior space relationships and flow along with the physical ‘personality’ into the spaces and should be on board with the intended ambiance of the spa as well as budget goals. Look for the entire design team that not only has a good track record for service and strong design capabilities but is also known for compatibility and open and easy communication.

Vendors who supply equipment, product and software are your ongoing partners and with a good understanding of the goals, intent and operational culture can see and be ‘the fit’ for the spa. Look for the vendors who have a track record for ongoing partnerships and a willingness to team with the property for opening training, ongoing training, creativity and support. Equally important is the effectiveness of the vendor to see the synergy between the spa’s concept and the philosophy of the vendor company.

Spa product vendor partners will create or assist in creating treatments distinctive to your property’s market and will willingly supply the amount of comprehensive on-site training necessary to give staff full knowledge of the product attributes, benefits and protocols prior to opening. Because your spa will more than likely have two major product lines, select companies who exhibit a willingness to work compatibly with each other. A good variety of products will support the depth of your treatments and help promote retail sales.

Is your marketing team paddling with you? Marketing assistance and planning is fun, exciting and creative. Hopefully it is also targeted and in tune with the spa’s message and goal and not the other way around. Any message or special programs that highlight the spa, seasons or events can and should be in concert with the spa’s intent and message.

Treat spa guests as paddling partners. Guest feedback, loyalty programs and focus groups provide the knowledge of where the kayak is actually headed. The more data supplied on spa usage by type of clientele, retail sales by treatment and guest type, and guest requests; the better the spa can refine its approach. When the spa asks the right questions, it gets valuable answers. Guest loyalty programs not only enhance business but also give much insight into spa usage and the future direction of the spa.

The hospitality industry always says that employees are its best resource and in the case of the spa, the statement couldn’t be truer. Spa employees are the partners who specialize the guest touch points. Selecting the employee partners requires a Zappos philosophy – hire those who are not just working in the spa as a job, it is their calling. Wouldn’t it be wonderful if we could select spa employees with the certainty of a company like Zappos? After initial training, Zappos offers to pay the new hire $3,000 to leave the company. Very few take the offer. Our employees are the partners that offer the authenticity of the moment, the reliability of delivery and are an integral partner in the synergy of the goals of the spa.

Put your partnerships to the Kayak Test and results are enhanced, service is distinguished and great memories will be made. Well done!

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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