Ms. Segerberg

Spas, Health & Fitness

FIVE Spa Design/Renovation Must Haves

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

We are no longer mouthing the words, "Doing business in a brand new way". With the recent changes in the economic climate and subsequent changes in travel patterns and customer loyalty, we are doing business in a brand new way and saying "Who do we want to attract and who do we want to keep as loyal customers?" In the spa business, the anchor currently is the Baby Boomers. Baby Boomers are re-defining the response to what it means to age. Collectively Baby Boomers are set on staying physically , socially and intellectually engaged; won't be described as 'seniors'; and want to maintain contact with younger generations as a source of inspiration. The rising group of spa goers is Generation X, who bring their affinity for technology, coffee bars, extreme sports, and adventure vacations. In addition, the future of spa going lies in the rising Millennial Generation who are very social and tend to socialize in 'teams' or groups rather than in pairs and rightfully can claim multi tasking as their forte. In one word the answer to "who?" is multi generational.

Just as with many other areas in the hospitality business, spas are feeling the shift in guest expectations and definition of value. Looking forward as we re-tool and do business in a new way, the opportunity to socialize at spas is readily an apparent necessity as is the need to handle multiple generations with their individual nuances. And - - do it in a smart, efficient and value-driven way. During the major boom of spa build outs, only a few spas were built to be organized for exceptional service delivery, ease of guest flow and flexible spas that can provide both socialization and privacy. In the upcoming era of spas it will not be the biggest that are the Best, but the spas that deliver the best value who will be the Best. It will not be the wildest most unusual concept that will be the Best, but the concept that serves the needs of the market and withstands the test of time that will be the Best. In short, the spas in the forefront of the future will be those that constantly and reliably deliver what spa guests say over and over that they want and expect:

o To feel relaxed and escape everyday life

o To enjoy family and friends

o To meet others

o To improve their health

o To renew their spirit

The above types of experiences add "value" to the visit and create loyalty.

As Spa Businesses settle in and rejuvenate themselves the message is clear: design and renovate to meet these needs. A facility that was right 10 years ago when spa guests had lesser expectations will not succeed in today's market or the emerging market of multi and new generations of guests. With this tall order, it is quite an exercise to limit the list to THE FIVE must haves. With much consideration, we will discuss the top FIVE:

o Comfortable Spa Spaces

o Facility Organized for Service

o Ease of Booking and Managing Guest Information

o Staff Primed for Service

o Products and Treatments that 'Work'

Comfortable Spa Spaces

Outside of the treatment room, spa spaces include the changing area, relaxation amenities (such as steam rooms, whirlpools, saunas, cool down rooms, etc), greeting lounges (where therapists meet their guests for escort to the treatment rooms), relaxation lounges (where the ambiance is quiet and calm), social areas (where guests can socialize without disturbing others who want quiet).

Considered an integral if not more important part of the spa experience these areas are the first and last impression that a guest has of the spa experience. They extend and enclose the treatment experience by providing space for the proper preparation for the treatment and the space and time to enjoy the effects of the treatment afterward. When we speak of the "spa experience", we speak of all stages of the experience, not just the treatment itself.

Designing these spaces requires an awareness of the "who" of spa guests. Generations aren't the only consideration; gender is also a major consideration. Men often make up as much as 50% of spa guests in the hotel and resort spa business. The attitude and predilection of male guests requires equal consideration. Men tend to be more escapist and less likely to socialize. When thinking of men in spas, think of spaces that are 'den like' and contain a multitude of gadgets.

Changing areas

Relaxation and calm begins in the changing areas where multigenerational guests prefer more privacy in order to calmly change from everyday clothes into a spa robe and slippers. Available private dressing areas and ample space in front of lockers recognizes each guest's right to privacy and adds calm to the first step in the spa experience. There are many creative configurations of private dressing bys and lockers that deliver calm and dignity to this step in the spa experience.

Relaxation Amenities

Relaxation amenities with warming and cooling capabilities such as whirlpools, steam rooms, saunas, hammams, tepidariums, cool down chambers and specialty showers are an integral part of the treatment experience if they are enticing and comfortable. Creativity with a signature stamp can be impactful but only if it is genuine. There is no reason to go overboard, but every reason to make comfort and ease the main goal. A simple warm and cooling amenity such as a sauna and a cool down shower can be appreciated as long as it is not cramped or clinical in nature. (No white cubicles set up in linear fashion here!). Interesting shapes, colors, focal points, possible outdoor views can be included in the design. Decisions on design depend on the signature of the property. Decisions on types of warm/cool/wet amenities depend on the theme of the spa and, of course, the budget. Most importantly, invest in longevity, not the trendiest gimmick on the market.

Questions to ask are: 1) Will the guests have room to feel comfortable in their own space? 2) Are towels accessible in the area? 3) Is there space in the area available for water and cold cloth stations? 4) Is there plenty of space for robe hooks for each guest?

Relaxation amenities can add high value to the entire scope of the spa experience by extending not only the treatment experience but also add to the social aspect of spa-ing. Most of the amenities are more comfortable as a private area for each gender; however, a feature pool, whirlpool, waterfall, hammams or outdoor amenity can comfortably include both genders. A most significant benefit is that therapists can offer a more profound treatment since they aren't spending the first half of the treatment helping the guest relax. Relaxation amenities start the process for them.

Greeting Lounges

Usually separate gender and easily accessible to the guest from the changing and relaxation amenities as well as accessible to therapists, these areas require planning to ensure privacy yet accessibility. This area is still part of the relaxation process, so no line up chairs or sterile d'ecor here! The design is comfortable and not crammed together in stiff, unfriendly spaces. Creative arrangement of furniture and decorative pieces can offer privacy.

Relaxation Lounges

The relaxation lounge is a much appreciated amenity and a very quiet, private area for spending time after the treatment. This area offers quiet time to let the sense of peace settle in after the treatment. It is where the guest realizes a sense of appreciation of the effects of the massage, facial or body treatment. Usually appointed with lounges and throws or blankets to cover, this area is truly peaceful and not social. Escorted and quietly seated here by their therapists, both genders can relax here comfortably, although if space allows, separate male/female relaxation lounges can be a plus.

Social Areas

The social aspects of spas are not only needs of the generations of spa guests, but also are part of the historical roots of spa with bathing, hammams and even entertainments as part of the spa kur. Today's spas are appreciated as a venue for reunions and celebrations of friends and family. Spaces for socialization can be carved out of the spa spaces where other guests in relaxation mode are not disturbed. A natural communal space is around pools, creative lock off areas, in cafes, porches, decks, etc.

Organized For Service

The value of the spa experience is defined by the level of service. With so many guest service touch points in the spa visit, the level of the service experience overtakes the entire perception of the spa visit. While not the most exciting portion of the planning and expenditure of spa design and re-design, it is the foundation for lasting loyalty and memories long after the most hyped design features have lost their luster in the memory of the guest. Designing back of house and service areas that support reliable, consistent service requires a keen knowledge of spa operations.

The following highlighted considerations are the underpinning of sincere, consistent and reliable service. The changing and relaxation amenities and lounges have high requirements for staff's immediate access to storage and dirty linen/trash removal. If staff has to vacate areas to acquire supplies or remove linen and trash, then either more staff is required to service the areas or there are lapses in the level of service. Plan also for easy access to treatment products for stocking treatment rooms as appointments change or are added during the day. In addition, include a staff area to keep staff nearby for last minute appointments as well as maintaining a high level of communication. Some equally important considerations are: 1) where are laundry and supplies delivered and stored? 2) How is dirty trash and linen carried out of service areas? 3) Is retail stock easily available for re-stocking? When the facility is organized for service, guests needs are met quickly, quietly and seamlessly; amenities are refreshed regularly; spaces are not cluttered with trash and dirty linen; and best of all, staff is able to be discreet and yet efficient. Guest care and comfort can be at a high level, while staffing levels are kept at a reasonable level.

Ease of Booking and Managing Guest Information

The impression of the spa and the anticipation of the spa experience begin with booking the reservation. Luckily, more guest centric spa software programs have entered the market place. The intricacies and idiosyncrasies of spa software can make or break a memorable spa experience. Ideally the goal of the software is to supply the reservation agent with tools to knowledgeably and seamlessly gather guest information and advise guests on the types of treatments and combinations of treatments that will increase the level of enjoyment and the value of the experience.

When all is working well, the guest feels 'understood' by the spa and the level of loyalty goes up. With the proper software, not only does the act of booking become a smooth transaction but also important guest preference information is gathered and stored for the next visit. Cost effective customized, insightful and sincere suggestions can be made to further enhance the guest's experience.

Some software programs make the above requirements happen more easily than others. Plan to demo several programs that interface with the property's lodging management system and select the one that delivers what it takes to make the guest experience more special with each visit.

For a high guest touch experience the location of computer/spa software stations includes not only the front desk for check in/check out, but reservation stations, retail stations, spa attendant stations, office/planning stations, and the staff or prep room. Software is becoming mobile - - watch for hand held capability for check in, booking and retail!

Staff Primed For Service

It is amazing how often owners and managers come to the conclusion that a new addition or a renovation will increase and keep business. Service is not the bricks and mortar portion of the renovation but it is the human element portion. If nothing has changed with staff attitude and authenticity of service, the new design, paint and cloth features pale in comparison to how the service is delivered.

Plan to enhance the service skills of all spa staff. Training takes place just before the opening of the new or renovated space. Whether it is the front desk personnel, or locker room attendant, or the therapists, all are an integral part of the synergy for successful service delivery. Staff actions, no matter how small, impact the total service delivery. Training shouldn't result in programming the staff - - no one wants to be serviced by a robot. Sincere service is the result of good training and sincerity is the result of understanding the spa guest. Train staff to understand their guests, their many reasons for coming to the spa, and their expectations. Then give them the authority to react accordingly. This alone, will renovate your spa.

Products that Work

Spa product companies have risen to the challenge of the need for effective results. When choosing a product line, the fundamental most important piece of advice is - don't be swayed by the latest new 'press popular' ingredient thrown into a bottle. A knowledgeable consultant, spa director and esthetician can weigh the pros and cons of each product company for effectiveness and compelling features.

With effective products, an esthetician can turn a $125 facial transaction into a $350 facial/retail transaction and at the same time create loyalty. Don't be afraid to include a more active and medical based line to the spa treatment line up, just be sure that the training is thorough and constant and the product company will act as a partner with your spa. Particularly for those spas that wish to attract local or member based traffic, repeat retail means repeat visits and vice versa.

In conclusion, your spa's design and renovation for doing business in a new way should be focused on value to your market as well as cost efficiency. Doing your business in a brand new way is serious business and requires careful judgment. As the economy re-adjusts to a more positive climate, you will enjoy the benefit of more loyal and happy 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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