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In The Media
Healthy growth in spas from coast to coastNumber of facilities in Canada nearly doubled between 2002 and 2004, new report showsBy ALBERT WARSON Spa developments across Canada have been massaged by at least $2.5-billion worth of investment, with developers expanding facilities from the Cariboo region of British Columbia to a former monastery in St. John's. Relaxation, wellness and pampering has become a huge business. Over the last two years alone, the number of spas across Canada has nearly doubled, according to the latest International Spa Association (ISPA) study of the North American industry. One industry expert expects growth of 20 per cent or more annual growth, especially in condo-hotels, resorts and prominent office towers in Canada. And foreign interests are grooming the industry for more expansion. The industry has matured to the point that one of Canada's leading spa schools expanded to a 20,000-square-foot space in Toronto. The $2.5-billion investment figure is based on ISPA's estimated 12.5 million square feet of spa space across the country, and industry estimates of $200-a-square-foot building costs. This excludes land and equipment, and depends on location. The costs can soar to closer to $350 a square foot, depending on the level of wall and flooring finishes, lighting and general decor, says Gordon Tareta, director of spa facilities at Hyatt Hotels Corp. in Chicago, which operates spas in its Toronto and Calgary hotels. Spa operators are making those kinds of investments to cater to a huge market of people "who want to look or feel younger, want relaxation, and possibly need services offered at medical day spas, which have grown at a rate of 100 per cent in recent few years," he says. (Medical day spas operated by doctors can offer botox injections, and other services beyond what estheticians can offer.) Vivienne O'Keeffe, president of Vivienne O'Keeffe & Associates Inc., a Vancouver-based spa consulting company that helps develop spas from the ground up, foresees "phenomenal spa growth in [upscale high-rise condos and condo-hotels], resort and destination spas, and in office towers in Canada. There could be, conservatively speaking, a 20-per-cent increase in that growth." There is also foreign interest: Chinese, U.S. and European investors have contacted her firm about developing spas in Canada, she says. Although healing and rejuvenating facilities date back to early civilizations, spas in their modern incarnations -- day, destination, hotel or resort, or medical -- are a recent phenomenon as a new type of property development category. The latest spa association study indicates that the number of spas in Canada increased from 1,200 to 2,100, and revenue rose from $610-million to $1.1-billion, between 2002 and 2004. In 1982, Sherry Brydson, a health and wellness entrepreneur, opened a private women's club with a small spa and Thai restaurant in what was originally a YWCA residence in downtown Toronto. Today, the Brydson Group Inc. health and wellness empire, which she runs from Victoria, is renovating the four-storey, 38,000-square-foot building -- now one of the largest day spas in Canada. The company also owns one of Canada's leading spa schools, the Elmcrest College of Applied Health Sciences and Spa Management in northwestern Toronto, which aside from teaching massage therapy and esthetics, has developed a leading-edge spa management program, according to industry association Leading Spas of Canada. The school helps meet the surging demand for trained spa personnel, and Ms. O'Keeffe, who helped design the college's curriculum, hires its graduates to staff international clients' spas. The college outgrew a 7,000-square-foot building and acquired a 20,000-square-foot former factory in northwestern Toronto for $1.8-million. The renovation cost $5-million. Paul Stevens, a principal of Toronto-based ZAS Architects Inc., who designed the renovation and interior design, says the college is "an excellent example of how a vacant, run-down factory on a well-located urban site can be stripped to its bare bones and rebuilt. We installed three turret-style skylights to allow natural light to penetrate, rebalanced the floors and replaced the roof, in an energy and technologically efficient building." The lobby contains a ceiling-high waterfall fountain and the layout of therapy rooms were designed with the advice of a master from Victoria in Chinese feng shui layout design. Although a certain hesitation characterized some earlier spa projects, the public's increasing use of these facilities is emboldening developers from coast to coast. In St. John's, Paul Madden, a suburban infrastructure and commercial development builder and developer for 20 years, and more recently president of Spa at the Monastery and Suites, expects to start construction in June of a $2.4-million, 20-suite luxury spa overlooking the ocean. The project is about 20 minutes' drive from his first spa venture -- an abandoned 10,500-square-foot monastery in the downtown core of the provincial capital, which he bought, redeveloped and opened in 2001. Then he acquired an adjacent religious school and turned it into a 20-suite property connected to the spa by a tunnel he added and which opened late last year. The two facilities cost about $3.1-million. Mr. Madden recalls he had been "nervous about the [first] project" because he wasn't sure how Newfoundlanders would react. As it turned out, he needn't have worried. "I started out with a staff of eight, now there are 63. We went from five days a week to seven days and then six evenings..." he says. "We had 265-per-cent growth from the first year to the next and it has only come under control last year." There wasn't any opposition to redeveloping the former monastery and school, Mr. Madden says, because city planners and neighbours realized an upscale spa and accommodation with king-sized beds and fireplaces is infinitely more desirable than a parking lot, which was in the works. Nor would there be any traffic problems or disturbing noises, or late evening boisterousness because there is no bar. On the other side of the country, Pat Corbett has also been in land development and construction for more than 20 years, and is president of Hills Health Ranch Ltd., at 108 Mile House, in the Cariboo region, more than 480 kilometres north of Vancouver. His company opened a 26-room health and fitness spa in 1985, in a 25,000-square-foot central lodge it built on a ranch-style 20,000 acres, and added 20 Swiss-style chalets. Mr. Corbett says his spa attracts about 8,000 guests a year from across North America and abroad. He intends to start work this year on a $50-million, 250-unit "health village" on the site, with regional government zoning and development application approvals in hand. Given the rapid growth of the spa industry, it is appropriate that 108 Mile House takes its name from the stations on a road travelled by gold rush prospectors flocking to the Cariboo in the 19th century. Spa speakAverages for Canada from a 2004 industry study
SOURCE: INTERNATIONAL SPA ASSOCIATION BOOMING Spa Industry, can take you awayThe spa industry has grown at an astounding rate of 20% annually over the past eight years. It is poised to double over the next five years. This explosive growth continues to outpace the number of qualified spa personnel available. This unprecedented growth has also produced new challenges for the industry including the need for professional Spa Managers, Supervisors and Service Providers, who are a critical part of client care. According to the International Spa Association's 2004 Spa Industry Study:
Throughout North America the number one major challenge to continued industry success was the lack of quality staff. The number two major challenge was educating and maintaining quality staff. These concerns have been consistent for the past number of years. * A recent survey by Statistics Canada found that an estimated 5.4 million people reported having used some type of alternative or complimentary health care. The most common form was chiropractic followed by massage therapy. This sustained growth means lots of career opportunities for well-trained individuals in massage therapy, esthetics and spa management. Career Colleges like Elmcrest College, the first private Career College in North America that is wholly dedicated to the Ministry approved curriculum for the spa and wellness industries, lead the way with new groundbreaking training and education programs. Full-time Spa Management programs qualify students, with or without prior spa experience, who want to drive their careers to the next level in this booming industry. Spa Manager/Director diploma programs equip participants with the essential business skills required to face the challenges of managing in today's fast-paced spa environment. Over the course of this comprehensive program, focus is placed on strategic decisionmaking, developing management skills, understanding of accounting and marketing principles through case studies and group assignments in relation to the spa industry. Courses like the Spa Leadership certificate program are for those seeking the knowledge and skills necessary to manage day-to-day spa operations and positions graduates for growth into senior management roles. With the tremendous growth in the spa industry, spa management graduates are in high demand. Spa services such as Massage Therapy, Esthetics and Spa Management are careers that can take you all over the world because many of these positions are in vacation and luxury resort areas or on cruise lines. Spa Management and Spa industry careers can really take you away. As appeared in 'Training Places', April 2005 The State of Spa - An Industry UpdateIn the past decade the spa industry has experienced unprecedented growth. Spa Finder, a media and travel company, estimates the total revenues generated in the spa industry to be $12 billion. (In addition to the revenue generated from the spa services and products, this number includes travel and lodging figures.) And the Day Spa Association estimates the overall day spa market to be $7.3 billion. These facts combined with an annual growth rate of 20% - 25% and there is every indication the spa industry will continue to grow. The driving force behind the growth is consumer demand. Day spas, which represent more than three-fourths of all spas, have opened the door to a whole new generation of spa-goers who have little time or money to embark on a destination spa vacation. Even still, the spa industry has a long way to go - less than 13% of the general public has been to a day spa in the past three years. According to the analyst, Peter Yesawich, "The large gap between the current usage of spas and the intention of the public to use a spa will drive the industry into a wild ride in the future." Excerpt from Massage & Bodywork June/July 2002 Pg.123 by Nancy Griffin THE AMERICAN SPA BUSINESS HAS A HEALTHY GLOW 2001Revenue of US$10.7BWith his thick Newfoundland brogue and his hearty manner, Paul Madden is probably the last guy you expect to talk about exfoliating facial cleansers and herbal body wraps. But 18 months ago, Mr. Madden made a discovery that surprised even him: St. John's was in dire need of a day spa. A former gas station and convenience store owner - who didn't know a "charka" from a chalkboard - Mr. Madden was dabbling in commercial real estate when he acquired an abandoned monastery in the city. He spent 1.5 million transforming it into a spa, opening with eight employees and a healthy dose of scepticism. "If you'd told me three years ago that I'd be in the spa business, I'd be laughing yet", he admits cheerfully. "It's took off like wildfire. I'll tell you, nobody doesn't enjoy it". The Spa at the Monastery now employs 43 people and during this time of the year, there's a waiting list of up to six weeks for treatments ranging from massage to mineral baths to Pilates classes. According to Mr. Madden, the revenue jumped four-fold between Dec17 and Dec 24 last year, helped along by a healthy gift certificate trade. "It's partly the stress of the season and partly the popularity of gift certificates and special spa packages", he explains. "We men are always in need of a little help on the gift front so they sell well". Among the packages on offer at the Monastery is the "Holiday Tranquility" special. For $495 clients get hydrotherapy, massage, body wrap, facial, manicure, pedicure and lunch. Mr. Madden is not alone in his enthusiasm for the spa business. According to a North American study released in September by Pricewaterhouse Coopers, despite economic uncertainty, the spa industry generated revenues of US $10.7 billion in 2001, up from US$5 billion in 1999. Between 1997 and 1999, those revenues increased by 129%. That compares with annual revenue of about US$3 billion generated by ski resorts and US$7.5 billion in annual movie box office receipts. Currently, there are 9,600 spas in the United States and 1,300 in Canada. About 75% of them are day spas, to which 68% of the 156 million annual spa visits were directed. "We're not talking about a niche market for pampered women with time on their hands," says Kate Alexander, the third generation of her family to run Toronto's 30-year old Mira Linder day spa. "It's become an integral part of life for people who care about their health and their grooming." "We didn't even have the words, the language to describe these paces in the 1970's" she says. "People had only heard of fat farms, and they thought those were just places for rich Americans. It has become much more mainstream now." Until recently, spas were also viewed as an exclusively female preserve. Men, however, have become an increasingly important component of the industry's strong growth. "Men come in through the window of massage, typically," says Vancouver-based international spa consultant Vivienne O'Keefe. "From there they ease into manicures, pedicures, facials and, more and more, waxing." As the financial stakes in the spa industry have become higher, so too has the competition - especially when it comes to recruiting trained staff. The shortage became so acute a few years ago; the owners of the Elmwood Spa in Toronto began educating massage therapists and Aestheticians at Elmcrest College of Applied Health Science and Spa Management. "The shortage of qualified labour is the number one issue of concern in the business," says Jack Morrison, who oversees Elmcrest and its ongoing expansion. "There's really no such thing as a trained spa director - you either raid someone else or you train someone with a general hospitality background." Elmcrest is in the process of doubling its size to accommodate about 80 trainees a year. A six-month aesthetics course will cost about $5,500, while the more comprehensive registered massage therapists' training will cost about $14,000. But Mr. Morrison is quick to point out that competent spa workers must master more than technical skills. "The need to learn how to sell - retail is a critical part of the business," he says. "For most operations that's where the profit margins are - in selling related products." The Pricewaterhouse Coopers study indicates that about 51% of all spa revenues come from treatment sales, while the rest - about $5-billion a year - is in retail sales and affiliated salons. When Kate Alexander recently renovated Mira Linder, for example, she greatly expanded the spa's boutique space to include not only skincare and other grooming products, but a full home decorating section. "You can browse and buy, then go upstairs for your treatments," she explains. "By the time you come back down, it's all gift wrapped and waiting." Ms. Alexander has also expanded her merchandise to meet the changing demographic among her clients. For example, she recently introduced a line of products aimed at perio-menopausal women. Despite focused efforts by Canadian spa owners to stay on top of the latest trends such as LaStone hot stone therapy and eastern "wellness" treatments based on the Ayurvedic philosophy, no one has even approached the level of international success achieved by Alberta-born Marcia Kilgore. Ms. Kilgore took Manhattan by storm in the 1990s with her funky Soho spa, Bliss. She is widely credited with transforming the urban day spa experience into something hip and glamorous, ditching the Enya tapes and incense in favour of Dusty Springfield, brownies and such treatments as oxygen blasts and carrot and sesame body buffs. Bliss has won a diehard following of A-list celebrities including Julia, Uma, Oprah, Demi, Donatella and Madonna. In 1996, 70% of Bliss was acquired by European luxury goods conglomerate LVMH for about US$30-million. Ms. Kilgore has since opened another branch in uptown Manhattan, as well as facilities in London and Paris. Both the BlissOut catalogue (issued six times a year) and online sales, spurred by eye-catching newsletters, are booming. So too are other businesses that supply the spa sector. In addition to the beauty products and the fixtures that are physically installed in treatment rooms, there are videos, television programs, music, "spa cuisine" products and cookbooks, consultants, trade shows and conferences. The leading North American resource is the Lexington, Ken.-based International Spa Association, which provides education, standards and resources for 1,800 members. In Canada, spas fall under various provincial regulations. But because 56% of day spas are located in Ontario, a professional association called Spas Ontario was formed several years ago. It enforces collective standards including an inspection every 18 months on a 20-page checklist of items. There are 31 members currently and 40 more applications in waiting. On a national level, the Calgary-based Spa Canada association was created with a similar mandate about four years ago. It focuses on professional development, networking opportunities and the development of standards across Canada. "We want to help promote our spas as an international tourist destination," says Spa Canada director, Julie Pascal. "Uniform standards also help consumers know what to expect from a spa experience nationally." One thing that many in the industry now expect is a wave of consolidation on the heels of such dramatic growth. "It only makes sense for some rationalization to take place now," says Ms. Dubuc of Spa Eastman. "The clients are so much better educated and they now have a much better sense of what they want - and what they need." Of course, in such a health-conscious sector, survival of the fittest is only appropriate. Source: Deirdre McMurdy, The Financial Post, Saturday, December 17, 2002 State of the Spa IndustryThese are exciting and historic times. There many changes in the medical, technical and information fields in the last decade that was unimaginable 50 years ago when the first baby boomers were born. And in response to these rapid changes, the wellness evolution and explosion has been equally as dramatic. Who could have predicted just a few years ago that the number of spas and spa visitors would increase exponentially and that "spa" would become a common household word? Results from a 1999 member survey reveal this healthy growth. Day spas, hotel/resort spas and destination spa members all report sales volume increases in the $1- to $5-million category from 41 percent in 1998 to 47 percent in 1999; and in the $5- to $10- million category, sales volumes increased from 18 percent in 1998 to 27 percent in 1999. That means that nearly one-third of the spas are bringing in a sales volume of $5 to $10 million. The number of spa visitors has increased 16 percent over last year with an average of 33,000 annual visits per spa - that is approximately 90 visits per day. And the message is spreading. Thirty-nine percent of the spa visitors were first-time guests. Many guests are "testing the waters" for the first time, while savvy spa goers are branching out to sample greater numbers and various types of spas. Who are these spa goers? Men now represent more than a quarter of spa clients, and in response, 68 percent of ISPA spas offer treatments specifically designed for men. The 31-44 and the 45-54 age groups make up more than half of the spa market, while the 20-30 age groups is on the rise. Members also report a number of growing trends: children as spa goers, Thai massage, hot stone massage, increased demand for facials, more men requesting facials, and massage as therapy versus luxury. Excerpt from ISPA, The International Spa Association Spa Industry Predictions:The Spa & Esthetic industry is experiencing monumental growth year after year with some countries reporting it to be the second largest in terms of overall dollars spent. Esthetics has taken first place as the fastest growing service industry in the world. This roaring trade is principally due to the aging "boomer generation" in its pressing pursuit of longevity and the desire to maintain youthful appearances. It is also greatly influenced by the rapid expansion of the Spa and Wellness communities that are opening worldwide. Esthetics is a vital and exclusive cornerstone of the cosmetic industry and the room for growth is limitless. The excitement surrounding the future of this industry and its ever-increasing demand for qualified estheticians/beauty therapy specialists presents endless opportunities for well-trained individuals. While some people view the spa phenomenon as a luxury, and opportunity for pampering, which spa treatments can certainly be, it should be kept in mind for the future that the spa serves a basic human need.. it is a necessity, not a pamper palace. Whereas spas and resorts used to be geared to the wealthy leisure class, as time goes on, we should recognize that the trend is changing to necessity of providing "wellness". This has to be the overriding trend as spas continue in their development. If we are looking for trends or buzz words to represent the spa industry, the future will certainly be marked by spas dedicated to providing services as a necessity of thriving in today's life, not on luxury. While the facilities themselves will continue to provide ambiance and an atmosphere of luxury, it should be kept in mind that this is a secondary necessity. People may feel a pull of a tighter economy and harder lifestyle, which will often negate the spa visit if it isn't considered a necessity of health and good grooming. While it is so easy to convince people of the need to have their teeth professionally cleaned at the dentist to prevent gum disease and preserve teeth, are we prepared to educate the consumer on the necessity of professional facial, body, hair, and nail treatment for the same preservation of health, good looks, and to slow down or forestall the aging process in a world so "youth" oriented. Are spa treatments truly necessary? Absolutely! Excerpt from Preview Magazine- June 2002 The Global Spa Evolution:Interest in spa in a multitude of ways is no longer an American boom. It's a global boom with an evolution taking place the world over in different ways. The key to keep pace with this developing industry through continual education. Education is not only the professional via techniques and product knowledge seminars, trade shows and the general trade press, but also through massive consumer education that is oiled by the vast numbers of spa openings and the press coverage afforded this burgeoning industry. The spa will change often, and will have a global vision that includes the best from throughout the world. It will serve the educated, savvy, globally minded client who also is a seeker.a seeker of peace, joy, wellness and longer life. Excerpt from Erica Miller, President of Expertise Inc., and Sara Mason Spas the Way to GoSpas are now a billion dollar industry and continue to experience explosive growth with day and urban spas leading the charge. More than 250,000 people visited spas in North America last year alone. Along with this growth, there has been a shift in focus from cosmetic pampering to inner body nurturing. It's a sign of the times - a response to our frenetic lifestyles. In this high tech, high demand world where everything is on fast forward, more and more people are feeling 'stressed' and 'burned out'. We're on the go more and we need to get away more. Excerpt from - By Jacquie Lewing, Airborn Spring/Summer 2001 Back to TopThe ISPA 2002 Spa Industry Study Reveals Phenomenal GrowthThe spa industry had larger revenues than amusement/theme parks and box office gross receipts last year, and that is only one of the key findings from the International SPA Association's 2002 Spa Industry Study.
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Excerpt from ISPA, The International Spa Association - September 26, 2002 The Ten Elements of the Spa ExperienceWhat is Spa? How do we define the spa experience? The importance of defining the spa experience has always been challenging. What we perceive to be healthy, beautiful, fun, pampering or even necessary for survival is largely influenced by a myriad of social and cultural factors. This is particularly poignant since September 11. We need to understand, connect, and teach the consumer about the vitality and transforming nature of the spa experience. Hence the most recent evolution of the Ten Elements, a visual concept and graphic tool that we can use to explain the spa experience to the consumer. PART I: The Genesis of the Ten ElementsThe history of the ten domains helps to tell the story of the contemporary spa movement. The ten domains envelop two broad goals. The first was to help define the elusive and ever changing nature of the spa experience. The second was to create a foundation, a common language and career path for the emerging spa professional. Embarking on this task was difficult, as you can imagine. More often than not it seemed impossible to wrap our arms around this quickly evolving, growing and diverse industry. However, the ISPA Education Committee members believed we had the opportunity to help give definition to the evolving spa profession as a 21st century profession. The diversity and experience of the committee allowed us to examine the evolution and growth of related professional organizations such as fitness, massage/bodywork, and aesthetics, and to compare that growth to the spa industry. We wanted an industry that embraced the new need of the professional to have their lifework be more integrated with their personal life. We also wanted a career path that acknowledged the rich life experience people bring to their work, as this was so critical in creating a memorable spa experience, which in turn created client retention. Key Words and Ideas That Framed This Dialogue:
How we could accomplish this large goal seemed daunting, yet inspiring. Our first project was to identify the major elements of spa and how they work together to create a successful spa experience. Our second goal was to present this information in a concise manner to both the spa professional and the consumer. This is the essence of the Ten Elements. PART II: Understanding the Circle ConstructSpas are the sacred spaces for understanding and nurturing the contemporary human spirit. What creates excellence in the spa experience is difficult to capture or articulate. Hopefully, the Ten Element Circle will give you food for thought. There are many levels to the spa dialogue. One the surface, a spa treatment is about feeling good. But to achieve a memorable experience and not just a great massage, facial or wrap, we need to encourage each client's connection to a deeper sense of self. What we really want to do is create a space for self-discovery and growth. The Ten Elements Circle can give form and structure to this search. First, take a moment to understand the circle pattern. You will notice that there are eight pieces of the pie but Ten Elements. The center and the circumference of the circle make up the final two elements: Integration (Element Five) and Time, Space, Rhythms (Element Ten). Elements: One, Two, Three, Four, Six, Seven, Eight, and Nine sequentially fill in the pie. Within the circle all Ten Elements are related and interact dynamically with one another. Each is dependent up the other. PART III: The Ten Elements1. Waters : the internal and external use of water in its many forms. Key words: The transforming power of water 2. Nourishment : what we feed ourselves, food, herbals, supplements and medicine. Key words: Nature as nourishment 3. Movement : vitality and energy through movement, exercise, stretching and fitness. Key words: Our body as a vessel for growth 4. Touch : connectively and communication embraced through touch, massage and bodywork. Key words: Experience of other 5. Integration : the personal and social relationship between mind, body, spirit and environment. Key words: Experience of self 6. Aesthetics : our concept of beauty and how botanical and natural agents relate to the biochemical components of the body. Key words: Earth as Healer 7. Environment : location, placement, weather patterns, water, constitution, natural agents and social responsibility. Key words: Earth as Home 8. Cultural Expression : the spiritual belief systems, the value of art and the scientific and political views of the time. Key words: Sense of place in community 9. Social Contribution : commerce, volunteer efforts, and intention as they relate to well being; giving and receiving. Key words: integration of daily work as purpose 10. Time, Space, Rhythms : The perception of space and time and its relationship to natural cycles. Key words: Vehicle for transcending self In summary, it is time to ensure the cultural and professional status of the spa industry, in the emerging global economy. To address issues such as professional competency, standards of practice, recognition, and international expansion, we must continue to identify and develop a philosophical foundation that can transcend politics and past paradigms. The Ten Element Circle is one step towards creating this goal. After all, spa is a peoples' movement. It is up to each of us to come together: to heal, to encourage, to challenge, to dialogue, and to question. We welcome your input. Please join The Great Spa Conversationi with me, hosted by SpaElegance.com, or visit the ISPA Web site, experienceISPA.com Source: Pulse; January/February 2002 Issue ASTECC: THE CONNECTION BETWEEN HEALTH, EDUCATION, AND PROFESSIONAL SUCCESSWith the spa industry's recent boom in popularity has brought guests to our doors; it did not automatically bring solutions for how to handle that boom successfully. Consumer expectations have increased along with the number of guests. Spa-seekers have become more savvy and, especially in the recent economic climate, more value-driven. They seek the same intent with every treatment, but treatments by the same name in two different spas carry no guarantees that the intent and application will be the same. Our industry has lacked a consistency of service that could strengthen the spa reputation as a whole and create a unified effort toward improvement. As professionals, we are left searching for answers - how do we raise our level of knowledge and service? While the sap industry was founded on desires to improve health and well-being for others, the natural characteristics of business led to a tendency for each spa to protect its own numbers and guard trade secrets. The move toward self-preservation in the face of competition has created a challenge for spa professionals who desire to help others improve themselves but lack a support network. In an effort to align the spa industry's partners, the American Spa Therapy Education & Certification Council (ASTECC) was established in 1996. An non-profit organization, ASTECC was formed as the American spa industry positioned itself to become more involved in the therapeutic and educational aspect of the sap. In an effort to set standards for the industry, ASTECC devotes itself to the academic needs of personnel within the spa industry. The organization works to foster more cooperation between competitors, thereby leading to improved job satisfaction and retention for personnel, increased awareness of the industry, and increased consumer satisfaction with their spa experience. I joined ASTECC because I see both sides of the coin. As a spa director, I understand the business side: the industry must create a set of standards in order to fulfill consumer demand and expectation. The legitimacy of our efforts must be made clear if we want to stay viable and profitable, and our staff must understand how each spa is not strictly its own separate endeavour, but part of a larger whole. Without that understanding, dedication and loyalty is lost, and that loss is transferred to the guest through inferior service, causing the financial success of the operation to suffer. As a spa therapist and someone, like so many deeply entrenched in the spa effort, whose life has been changed by spa, I believe in the value of spa therapy and a healthy lifestyle. I believe that we can make a difference in people's lives. By advancing post-graduate education for all therapists, we empower our industry to create a healthier society, one focused on prevention and well-being. During the revival of the American spa industry, spas have primarily received advanced education from one source: vendors. As a result, education has often been focused around product, not physiological benefit. As the spa climate has changed, however, many spas no longer rely upon one single vendor, creating confusion for therapists seeking effective treatment for their guests. The complex relationships that the mind, body and internal organs have with each other, the environment, and the therapeutic agents applied during spa treatment are unclear without advanced education. The ASTECC organization provides a post graduate, spa therapy training program designed to give students (certified/licensed massage therapists and/or estheticians) a broad scope understanding of spa philosophy, treatments, indications and contra-indications for treatments. ASTECC provides an impartial source for necessary post-graduate education, and the organization strives to create an alliance of wellness and prevention, strengthening the efforts of the industry as a whole. Not affiliated with any business interest, particular product or vendor, ASTECC bases its education on the theoretical principles behind spa therapies, thereby allowing graduates to make informed decisions when choosing products, equipment and overall business strategy. By bringing students to that level of self-assurance and knowledge, post-graduate education bridges the gap between basic education and real-life application. While a newly graduated massage therapist may arrive at his/her first spa with knowledge of the body, massage school does not prepare the student for the real-life challenge of a spa environment. When relying upon vendors to provide education, spa management follows a low-cost option, but the therapist is forced to retrain when the product line changes or when he/she departs for another spa. By encouraging staff to pursue ASTECC training, you create an atmosphere of consistency and quality within the spa and for the therapist to grow within. As a spa director and businesswomen, I want to implement programs that make a difference to my bottom line and my guests' experiences. While offering complimentary education to my therapists may appear only as an expense at the beginning, the return in value quickly becomes apparent. If I offer complimentary education about modalities and treatments already in place at my spa, I increase efficacy and the understanding of benefits of our treatments. I empower my staff to utilize their skills in effective and powerful ways, making a strong difference in how the guest feels. Instead of seeking CEU's from other sources that do not accent or improve my spa, my therapists receive graduate level instruction on the treatments they get to see in use every day. For top employees, such an education incentive feeds their drive to learn. The result is high-end retention; my best therapist stay to learn and share their knowledge and mastery with our guests. By developing compensation levels tiered to education level, the staff understands a monetary incentive for self-advancement, as well as the practical application and efficacy of their education. My spa enjoys success through the consistent, high-quality service provided by dedicated professionals, and I do not lose valuable time and money due to frequent employee turnover. When the focus of the spa becomes the betterment of all - from personnel to guest, the staff becomes more personally involved in its success. ASTECC brings graduates to a level of spa knowledge that focuses on results-oriented spa programs. More and more guests are seeking spas that reach beyond the fluff experience to provide treatments that are preventive health measures, and those guests turn to their therapists and estheticians for advice and answers. While spa therapists should never diagnose or treat conditions, post-graduate education can empower therapists to make a significant difference in the lives of their guests. The proper application of spa theory and techniques can improve a person's state of mental, emotional, or physical balance, as well as strengthen the immune system, increase longevity and raise awareness of the benefits of a healthy lifestyle. For example, hydrotherapy tubs can create a powerful treatment, but are rarely used efficiently or effectively -most therapists simply do not understand the benefits and the changes to the body that can occur. Through ASTECC training, students receive an education grounded in the basics of spa and that combines theory and application to reveal the therapeutic process clearly. The results of such education and a standardization of basic spa knowledge equal a heightened appreciation of the true benefits of spa within the consumer market. As treatments become more effective, the demand for quality service will increase and the popularization of the industry will continue to expand. ASTECC believes that the future of spa education, and the entire industry, will be driven by consumer demand for quality service and true intent. As consumers become more and more educated and continue to move towards natural and alternative health choices, they will also demand more from their spas. ASTECC believes that spa education will continue to become more structured and detailed due to the demand for effective, natural health solutions. Spas will not be able to survive on name reputation alone, a factor that has often brought guests to the doors of corporate spa chains. Without consistency of service, those spas fall flat, failing to live up to their reputations and disappointing the savvy spa consumers. For more information on ASTECC, call 1-800-575-0518 or visit www.asteccse.com. Source: PULSE; March/April 2002 issue by Ann Moloney Brown Teen Rule!They are 40 million strong in the U.S. and their numbers are growing twice as fast as the general population. Their discretionary income is estimated to be as high as $80 a week and they'll spend more than $300 billion this year, much of it on their appearance. Are you missing out by not targeting the teen market? Teens are the next generation of spa goers and what better way to secure future business than to start appealing to them now. Think of the loyalty factor when two-or even three-generations of the same family comes into the spa. Simply adding teen-friendly treatments to the spa menu will help you take advantage of this growing market. Excerpt from Gloria Harmon- October 2000 issue Skin Inc Magazine From Pampers to Pampering, Kids get the Spa TreatmentThat pitter-patter of little feet belongs to the newest generation of resort spa-goers. The Homestead, a Grande-dame getaway in Hot Springs, Va., has just christened a series of treatments for children, including a pedicure preceded by a soak in chocolate ($35), massage ($48), makeup lesson ($25) and teen facial ($58) designed for acne-prone skin. Guests as young as 4 and 5 - inspired by buffed-up teen idols, perhaps? - are "flocking" for manicures and pedicures, says resort spa director Christie Ford. "Kids grow up more quickly now, and they want to take care of themselves." The kiddie pampering is offered in the resort's new 1,000-square foot Spa Suite, with options for side-by-side treatments with Mom, Dad or Grandparents. It's a way for families to bond, Ford says. To those who sniff that at the spa is a bit over the top for the preteen set, she responds: "Kids today have a lot (of pressure) on them. This teaches them to relax at an early age." Excerpt from Kitty Bean Yancey _ Home & Garden - May 2002 Spa Industry Trend: The Influx Of MenAs the voice of the spa industry since 1991, the International SPA Association (ISPA) continually tracks trends among spas and consumers. By compiling research from its 1,900 members, ISPA is tracking the industry trend of men as spa goers. ISPA spa members report that 28 percent of their clients are men. "It is important for men to feel comfortable in a spa environment," said ISPA Executive Director Lynne McNees, explaining what spas are doing to attract men. Overwhelmingly, the No. 1 treatment for both men and women is the massage. The popular types of massage for men vary from sports Recovery to therapeutic. ISPA members also say pedicures and facials are requested frequently by male clients. Many ISPA members report they are using products designed specifically for men. Excerpt from Press Release from Debra Locker, International Spa Association Guests Keep Shipshape With Carnival Legend's Sophisticated Spa FacilitiesToday's health- conscious vacationers can choose from a number of options to stay in shape and pamper themselves while cruising on the new 88,500-ton Carnival Legend. The 14,500-square-foot Fountain of Youth Spa aboard Carnival Legend will feature the latest exercise equipment and spinning and aerobics classes, along with a number of luxurious "European-style" treatments. "Keeping fit as well as indulging in soothing mind and body treatments has become an important part of today's lifestyle and the spa on Carnival Legend provides these options to our guests in a most sophisticated environment," said Bob Dickinson, Carnival president. Dickinson added that approximately 1.2 million guests - roughly half of Carnival's total passenger base - are expected to use the line's fleet wide spa services this year. The Carnival Legend spa will also offer a variety of exotic "European-style" treatments, including "aroma stone therapy," which is based on an ancient ritual that combines heated and scented oils with a full body massage using warm basalt stones, creating a relaxing and rejuvenating sensation. These treatments will complement a sophisticated menu of full body and scalp massages, seaweed wraps, mudpacks, and various slimming and toning therapies. Treatments will be conducted by the Carnival Legend's highly trained staff, who also provide nutrition and training tips, wellness counseling sessions, and fitness evaluations such as height/weight and body fat composition analyses. Also housed within the spa are 10 private treatment/massage rooms, complete locker facilities, sauna and steam rooms, and a full-service beauty salon. The ship will also feature four swimming pools and four whirlpools -- one available in the spa itself and three others on Lido Deck 9 - as well as a padded jogging track encircling Sports Deck 11. Excerpt from Press Release: Carnival Cruise Lines - August 6, 2002 - Miami Spas AhoyCruise lines have jumped on the spa vacation trend with a vengeance. Almost every ship now offers massages, mineral facials and mud baths. But only a few manage to pull off a truly luxurious experience. Norwegian Cruise Lines' SS Norway started this trend when it unveiled its 560-square-metre Roman Spa in 1990: a decade later, that figure has soared to about 50 full-fledged shipboard spas. Seafaring spas are beginning to rival land-based, resort destination spas in both facilities and treatments -- as we personally discovered during a recent Baltic/Mediterranean cruise aboard the 758-passenger Seabourn Sun. Expanded and redesigned as part of ultra-luxury line Seabourn's $16-million (all amounts in U.S. dollars) Royal Viking Sun makeover last year, the 450-square-metre, Spa du Soleil exemplifies the increasing sophistication of floating spas. We found the Seabourn Sun's menu of spa services unusually impressive for a cruise ship, but sought an expert's perspective, too. "It offers more for the serious spa-goer than any other ship I know of," confirmed Bernard Burt, founder of the International Spa Association and co-author of 100 Best Spas of the World (Globe Pequot Press).Though exemplary, it is not alone. The 1,792-passenger Queen Elizabeth 2's QE2 Spa is known for its emphasis on thalassotherapy. Favoured in Europe, (some nations' health insurance actually cover it when doctor prescribed) thalassotherapy uses seawater to combat stress and manage medical conditions like arthritis and rheumatism. The 976-square-metre QE2 Spa options include a body-temperate thalassotherapy pool and a Jet Blitz/Hydrajet treatment in which a trained technician turns a high power hose on your body to increase circulation and promote lymphatic drainage. In response to the growing popularity of spa services among its passenger base, Silversea's two new 388-guest ships, debuting this fall and early next summer, will be 60-per-cent larger than the spas aboard its twin, 296-passenger ships. (Silversea Cruises' newly revamped spa program emphasizes Balinese treatments like a "Javanese Honey Steam Wrap" which incorporates cinnamon, ginger, coffee, sea salt, and honey.) Excerpt from Wednesday, November 15, 2000 Ellen Klugman & Paul Lance The Medical Spa - The Next Generation of the Spa IndustryUntil recently, Western Medicine has failed to recognize the healing benefits of the Spa and Fitness Industry. With the arrival of the latest trend, the Medical Spa, the two fields have converged and caused a veritable explosion, making this new trend the wave of the future. As defined by the International SPA Association, a Medical Spa is an institution whose primary purpose is to provide comprehensive medical and wellness care in an environment, which integrates spa services as well as conventional and complimentary therapies and treatments. Dermatologists and Plastic surgeons have been jumping on the bandwagon joining Day Spas and even expanding their practices to offer 'higher level' Spa services and care. With the industry's increased recognition by Western Medicine and our clientele's increased acceptance of Eastern Medicine, the future of the Medical Spa looks both promising and encouraging. The Medical Spa has only scratched the surface of its potential evolution. Hospitals and Health Insurance companies are taking bold new steps in the areas of 'Alternative' medical care and coverage. A Spa Site Guest Article by Excerpt from Alexis Ufland, Lexi Design Feng ShuiOne very popular element of spa design is Feng Shui. Feng Shui is the ancient Chinese art of placement, spa design, and colour use. While the practice can be very arduous and almost strict with the optimum methods to use when designing a spa, Feng Shui can also add special touches and an overall good feel to your site. Either way, understanding the basic principles of Feng Shui can help in your quest to create the perfect spa environment. The general concept of Feng Shui is to create an environment where the power of the life force of all animated things are in harmony allowing chi to move through the space freely, and without blockages occurring. Free flowing chi promotes positive mental and physical health. Where chi cannot flow smoothly there will be disharmony and business will suffer. Excerpt from Melinda Minton - "Opening a Spa" Feng Shui for Meeting Planners:Wish you knew the secret formula for creating a more successful meeting environment? Well, the time honoured practice of Feng Shui might just be the answer. From the bedroom to the boardroom, Feng Shui has influenced everyone from homemakers and heads of industry, often with remarkable results. By implementing some basic Feng Shui principles to your meeting rooms, you will be able to create an optimal room environment, which promotes harmony, unity, and a feeling of comfort and safety. What exactly is Feng Shui? Feng Shui was developed in China over three thousand years ago and is, simply put, the study of the environment and how it affects people. Based upon careful observation of emotional and physical responses to environment cues, Feng Shui teaches that the arrangement of a home, office, or meeting room can affect one's peace of mind, ability to concentrate, and receptively to information. If we find ourselves in an environment that is unpleasant or uncomfortable, it is certain that the Feng Shui is not good, and just as certain that we can't perform at our optimum performance levels. Therfore it is very important to make sure the room is prepared in the most positive way possible. As a professional Feng Shui consultant for many years, I have had the privilege of working in a multitude of environments from small studio apartments to multinational corporations. The common thread through all of these opportunities is that when properly applied, Feng Shui principles can have a dramatic impact on the improvement and quality of our lives. How does Feng Shui relate to meeting planning? Many hotels have hired Feng Shui consultants to arrange the lobby, guest rooms, and overall layouts. I had already been working closely as a Feng Shui consultant with Loews Coronado Bay Resort Hotel when the staff decided to think outside the box and became the first hotel to apply Feng Shui principles to meeting rooms. The result has been the creation of meeting rooms which are designed to optimize the success of the client and meeting in general. So how can you get on the fast track to better meeting room Feng Shui? Here are some simple tips to get you started: Eliminate Sharp Angles:All human beings have instinctive self-preservation mechanisms to certain environmental cues. For example, consider you reaction if someone points their finger directly at you. Most likely you will feel defensive and not positively disposed towards the person pointing at you. Environmental elements are called "Poison Arrows". The first step in creating a more positive room environment is to eliminate Poison Arrows by softening all sharp angles and corners in a room by placing rounded-leaved plants, round tables or chairs placed at angles in corners. Notice any odd angles that stick out and place something in front of them. Attention to softening a room promotes a subliminal sense of comfort and safety, which will increase relaxation and receptivity in the group. You only get one change to make a first impression, and first impressions are lasting impressions:People size up other people and situations in a very short time. These impressions create a mind-set upon which we base further judgments. This mind-set is established during the first 15 seconds of meeting a new person and entering into a new situation. Once this frame of reference has been formed, it is very difficult to change it. Therefore, it is essential to create a positive first impression. One of the best ways to do this is to make the arrival at the meeting room as effortless as possible. Make sure the meeting location and the route to the room is well marked and easy to find. Place a pair of attractive healthy plants at the entrance to the room, perhaps add some small lights entwined in the branches for an attractive effect. A large welcome sign with the meeting title and time placed at the door will further assure participants they are in the right place at the right time. Participants will arrive at the room at ease instead of stressed from difficulties finding their way and worrying about punctuality. Utilize your five senses:We react to our environment based on information we receive through our five senses. Meeting planners can create a more optimal meeting environment by paying attention to each of these senses. Consider the following: Sight : Never place the speaker in front of a window, shiny surface, or busy background. Glare or distracting elements compete with the speaker and diminish attention to the message that is being conveyed. Pink lightening is the most flattering for the speaker. Sound : The sound system should be in excellent working condition. Do a sound check before the meeting starts. Have an additional microphone on hand just in case of technical difficulties. Also, consider kitchen, neighboring meeting room noises, and gardening schedules. You don't want the gardener starting up the lawn mower right outside the window just as your client is beginning their presentation. Touch : Make sure the room is not too hot, too cold, or too stuffy. Also, if chairs are not as comfortable as they could be, be sure to tell your speaker to consider giving participants a stretch break. Smell : Are unpleasant odors part of the meeting? Be aware of kitchen smells, cleaning solutions, or any other less-than-pleasant scents in the room. To freshen a room, place drops of grapefruit or orange essential oils in a spray bottle and mist the room. Peppermint oil can also be uplifting and heightened concentration. Be sure to use pure, natural essential oils and not synthetic fragrances. Synthetic products can create unfavourable results such as headaches or allergies. Taste : If snacks or treats are being provided, are they fresh? Do you have healthy alternatives to sweets and chocolate? By providing only sugary snacks, participants will have a sudden drop in blood sugar after the so-called sugar high. This can have a detrimental effect on concentration and a feeling of well-being. Be sure to provide some healthy alternatives in addition to the traditional sweets. Have the size of the room fit the size of the group:A room that is too large for a group diminishes the importance of the meeting. When participants arrive and see a room that is more empty than full, they draw negative conclusions about the meeting. The impression is that the meeting must not be very important if so few people show up for it, even though that very well might be the actual planned attendance for the meeting. A room that is too large is as negative as a room that is too crowded-both create a feeling of diminished respect for the meeting and speaker. Provide images of nature:People are comforted by images of nature. Adding fresh or silk flowers arrangements, plants, or artwork of beautiful landscapes will sooth and create a more pleasant atmosphere. I do a great deal of public speaking and make sure to bring along a bouquet of beautiful silk flowers to place on the podium or table next to me. The images of flowers create a feeling of beauty and comfort for the participants and make them more receptive to what is being said. Table shapes are important:Consider the purpose of the meeting and plan your tables accordingly. Square or rectangular tables create a sense of getting down to business and getting on with things. Training sessions and instructional meetings may find this shape useful if the purpose of the meeting is to simple convey information. However, square and rectangular tables also do not inspire cooperation or sharing ideas. Additionally, square tables send out those pesky "Poison Arrows" from their sharp corners. Round table however, encourages a sense of cooperation and sharing. It is also a good shape for creative ideas and thought processes. Remember that everything counts:Anything less than excellent is not acceptable. Everything should be beautiful, soothing, and convey an impression of excellence and attention to detail. Notice everything in the room. Are all the lights functioning properly? Are there any panels on the ceiling, which shows signs of dirt or water damage? When was the last time the air filters were changed? Do the windows need washing? Do tables and chairs wobble or show signs of wear? All of these factors need to be assessed and attended to. Your group might not realize the work you DID to optimize the room, but you can be assured they will notice if you didn't. With meeting planning more competitive than ever, everything you do to optimize your client's success will ensure repeat business and favourable referrals. Feng Shui may indeed be the magic formula to meeting success after all. Source: PULSE; January/February 2002 issue by Cathleen McCandless
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