How to Start Your Own Day Spa Seminar at the Learning Annex
Julie Register attended this 6-Hour seminar
on October 17th, 2009 in NYC

When Nancy Trent, president of the NYC-based spa and healthy lifestyle public relations firm, Trent & Company, told me she thought I would find the Learning Annex’s “How to Start Your Own Day Spa” interesting, I decided to attend. I've known Nancy for a long time, and I trust her recommendations. She was right. I found the seminar very interesting and packed with useful information. Spa owners, those thinking about opening a spa, potential investors and an internet marketer joined me in the audience. Nancy introduced the speakers and facilitated the seminar.

Wendy Bosalavage, President of American Leisure Corporation, said all that's needed to succeed is the bottom line (profit/loss), and passion (an emotion so powerful that it is intense and compelling). Her company has designed over 500 spas, from 4 to 40 rooms. She provided a 30+-page handout outlining steps that need to be taken to open a spa and consulting services her company provides:

Here are a few of the points Wendy made in her talk:

Maria Varriano, owner of MariVar Spa Builders, discussed standards of customer service. These standards must be articulated and demonstrated. Your employees are also your guests. You must treat them well so they can treat your guests well. Give everyone the same level of attention and they will go out and talk about you (that's a good thing). Good leaders communicate confidence, even in times of uncertainty, and work hard to make their people shine. Here are a few points she made about leadership:

Maria ran through some calculations of what a spa could expect to make per treatment room - the peak potential per week. She arrived at a number then said cut it in half. Utilization will be less than you think. She also said not to expect more than 20% on retail. If your clientele is made of loyal, repeat customers, they can only buy so much. One sale should last 3 months. She emphasized the need for consistency from provider to provider. She explained the necessity to establish expectations with providers at orientation (This is how we take care of our guests...). Finally, Maria said to decide on a market discipline - a single point of differentiation such as:

Tony Galbo, Director of Business for New World Design Builders, talked about the necessity of having a concept and vision, using the right architect, having the right location and having a good contractor. He recommended using a contractor that experience with spas and not to pay for their learning curve. He said spas need enough capital for 6 months of expenses and costs. A high-end spa will cost $250+ / square foot including everything. He provided some other cost figures:

Sergio Mercado, Creative Director at Clodagh, talked about the use of natural materials, feng shui, biogeometry and the location of a structure as it relates to astronomy in design. He said the project designs itself and depends on its location. He said they use the five elements in their designs and involve local artisans which become talking points for staff and guests. Some of the projects he shared were Nemacolin Woodlands in Pennsylvania, Miraval (rammed earth walls, baskets for floor lighting), Yogaworks in SoHo and Sasanqual Spa on Kiawah, South Carolina.

Nancy Trent ( Trent & Company) talked about how important it is to turn your spa into a PR machine. If no one knows about it, it won't succeed. Media publicity:

She explained the three "B"s of PR vs. Advertizing:

Nancy said no one is making a phone call to your spa because of national media coverage. National media is for branding. Local media will create phone calls from clients.

Denise Vitiello, Director of the Spa at the Mandarin Oriental, New York, spoke about operating a spa committed to standards of excellence. She said that customer service is the key to how your feel in a spa. Spas are about energy. Create positive energy. You can have a great facility, but customer service is what's important - staying true to our philosophy and vision and making sure your staff is trained that way. She noted:

Unfortunately, I could not stay for the last two presentations. Courtney Power of Trent & Company has provided a summary of them below:

Lorraine Massey and Candida Molina, Owner and Director of the Deva Spa at the Devachan Salon in SoHo, agreed with Vitiello’s stance on customer service. Massey and Molina also discussed different strategies to attract clients, such as the customer-friendly “no tip” policy. Their unique approach to business has helped The Deva Spa flourish, despite opening its doors mid-recession.

Closing out the presentation were the knowledgeable Isabel Anton and Anna Antal, co-owners of the celebrity favorite Advanced Skin Care Day Spa. Anton and Antal focused on the often-overlooked basics of operating a spa business, such as payment options and accounting decisions. As women who began their spa business in America before they could speak English, Anton and Antal demonstrated that, with determination and skill, spa industry hopefuls can achieve anything.