The most exciting part of spa design is defining the vision of the spa and then weaving that vision throughout the environment of that spa. Who is the spa? What is the spa communicating? Minimalist and modern? Southern Charm? Contemporary and comfortable? Defining the spa concept and then using that concept to build the foundation is the key to finding success. The foundation of the spa is made up of the environment. The environment of any spa is the most critical ingredient that leads to success. But the environment is more than just paint color and massage table selection. The environment is made up of two elements.
The first element of the environment is the PHYSICAL environment. This includes all of the ways the concept of the spa is woven throughout the actual physical environment. Does the theme of the spa meet the architectural design? Does the concept of the spa communicate itself throughout the fabric selection? The physical environment is often the first on site impression that the guest receives of the spa and it communicates more than you think. Did the builder pay attention to the details of the spa translates into will the therapist pay attention to me? The guest will notice the lighting. Does it soothe, create drama, interest, and anticipation? The guest will notice the details, so the environment is the first opportunity to make a positive on property impression. But anyone can build a pretty place. The critical component of the environment is HOW the spa is maintained.
The second, and critical component of a successful spa environment is the ENERGETIC environment. This is not just woo woo mumbo jumbo. The energetic environment is real, and communicates the feeling of the spa. How is the vision and concept of the spa communicated through the energetic environment? More specifically, how are these spa people trained? It is important that the team of spa professionals act as ambassadors to the brand, champions of the vision, and communicators of the mission. The emphasis on consistent, positive service is a key component to creating a energetically positive environment. Well trained, confident spa professionals provide confident spa services. This translates into happier employees, happier guests, and higher sales.
The other day I asked our Director of Spa Operations, Kelly Fisher what she thought the major difference of being a manager in the spa industry as opposed to any other industry. Her answer was simple, "The importance of preserving the environment of the spa." This simple answer sums up what so many spas forget. You cannot just have the physical splendor, nor the impeccable service. Rather, it is a blend of the two, consistently maintained, that provide the components of success.
Build beautifully, and make sure that your spa space is maintained by highly trained spa professionals who understand the "big" picture, the vision of the spa and why they have been selected to act as the ambassador of this vision. Check on the environment consistently. Walk through the space and ask yourself, "Is what I see communicating the brand?" Then ask, "Is what I feel communicating the brand?"
