Jeff Mayers, GM of the Spa at Sawgrass and developed a balance of work and life and turned it into a blissful spa escape.
Q: How did you come up with Sleep therapy?
A: In trying to achieve a healthy work and life balance, one of the most important factors is to get a good night’s rest to recharge the mind, body and soul. This can be hindered due to the constant multi-tasking of responsibilities and the never-ending “to do” list. The Sleep Escape Massage was created as a must-have experience because it is serves as a blissful spa escape and also teaches simple techniques to encourage and enhance at-home sleep rituals.
Q: Have you had a lot of clients request it?
A: Yes, having this new addition to the menu has provided opportunities to focus on total body rejuvenation from head to toe. This service is suggested to clients who spend time traveling, work long hours or guests just needing a “time out.”
Q: What are some of your other more unique spa services?
A: We have added a Oriental Essence Ceremony, which is a gentle body exfoliation using a ginger-infused balm. Warm towels are used to remove the exfoliant and the body is stroked with aromatic bags containing pebbles soaked with warm exotic oils and spices to hydrate the skin, leaving the body feeling soft and luminous.
Q: What exactly do these services accomplish for the spa-goer?
A: Spa-goers love to explore new services and techniques. They want to experience rituals that are more focused on the meditation and healing properties, to encourage restful nights and stabilize moods. The basic massage offerings are geared towards therapeutic qualities for muscle pains, stress, and overall relaxation.
Q: How do you market/promote them?
A: There are several ways that we market and promote our services and specials. We have weekly newsletters that go to all hotel guests at check-in, an e-marketing campaign to our members, resort signage, advertising in local community newsletters, and we recently started marketing this information on social networking sites like Facebook and Twitter.
Q: How do you train staff to execute them?
A: Company-led training on protocols and internal training.
Q: What are some “trendy” treatments that you’d like to introduce at your spa?
A: Lava Shell Massage, which has been popular-themed treatments in tropical climates. We are designing treatments for the Express Spa-goer who needs a quick fix before returning to the hustle and bustle and doesn’t have the time to experience a full-day ritual.
Q: What equipment do you need to perform certain treatments?
A: Many treatments utilize basic needs supplied in treatment rooms such as oil burners, hot stones, hot cabi and thermal blankets. The only item needed that is unique to each experience is fully trained providers to execute the rituals to protocol from start to finish, ensuring that the guest will have a lasting impression on their experience at The Spa at Sawgrass.
Q: How do you package/mix-and-match spa services?
A: All services can be interchangeable based on popularity or timeframe. We like to give a variety of options to spa-goers who have anywhere from 25 minutes to indulge to 3 hours to pamper their mind, body and soul.
Q: How do you price packages and services competitively?
A: We research what local spas are offering to stay competitive and highlight features that other spas may not offer. Guest want to see the value of choosing one spa over another and when you provide them the facts that live up to what you have to offer, it makes it an easy decision of why they “choose” the Spa at Sawgrass.
Q: How have your prices changed in this economy?
A: The pricing structure has stayed the same, however we have created promotions to encourage guest to book on days that will give them the opportunity to use all the amenities and also take advantage of resort restaurants and retail offerings as well. It’s a Spa Day Getaway for all to enjoy!
Q: What kind of special promotions do you offer? And how do you get the word out to members/guests about these promotions?
A: The Spa at Sawgrass is currently offering Sunday through Thursday offers for a 50-min Massage, a 50-min Facials or a 100-min Mani/Pedi for $70 each. The promotions are advertised in local papers, e-blast to Members, Resort signage and offered for repeat booking by providers.
Q: What have been some of your most successful promotions?
A: The Sun-Thursday promotion has brought in over 1500 treatments to date that otherwise may have been vacant due to the economic climate we are in, however we emphasize that participating in spa activities is not being frivolous with spending and that it is maintaining mental health to encourage better productivity and a work/life balance. Most of the bookings are from local guests who receive the newsletter in the mail or from the resort guest who call to inquire about special offers.
Q: What sets your treatments apart from other spas?
A: All spas offer unique and indigenous treatments to capture first-time or avid spa goers. However the treatment starts from the moment a guest steps in the door of the spa where we ensure that the staff acknowledges every guest as if it were their first time visiting us. We customize their experience to their needs and always make sure that before they depart we get their feedback. Guests have the choice of visiting a spa location, and when they choose the Spa at Sawgrass we make sure that we exceed their expectations.
Q: How do you stay up to date on the latest spa treatment trends?
A: Visiting spa websites and other local spas to see what the current offerings are, but also asking the staff to submit ideas and thoughts of places they have traveled and experiences they have had which help us to create unique experiences that may have not yet been introduced in this market yet. Also attending spa conventions and networking with other spas and vendors to keep up to date with products and protocols being developed. By having strong vendor relationships, many of them may ask to use your spa as trial for the experiences and get feedback before it is introduced to the masses.
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