Transcript Resort Management Conference Spa Concepts

Resort Management Conference
Spa Operational Aspects - The Spa at Pinehurst
Internal Positioning
Marketing/Pre-selling Strategies
Financial Expectations
Controlling Costs
Balance
Internal Positioning
• 4 Cylinder Machine
Golf, Rooms, Food/Beverage, SPA
- The Spa is a profit center. The Marketing value is more
important than ever, as Spas help sell rooms.
- One challenge Resort Spas must address is to portray a
message to the public of competitive pricing without
compromising the upscale image of the Resort Spa.
Marketing/Branding
• Pre-selling Strategies
– Capture Resort Guests, yield manage Non-resort business.
– Incorporate Spa sales with Room Reservation Sales.
– Establish a Spa Group Coordinator
Marketing/Branding
• Internal Support
- Resort’s CFO, Marketing Director, Public Relations department
and Advertising Agency must all work together to help the Spa
be more marketable and profitable.
- Spa Director must be an active participant on the Resort
Marketing Committee and/or Executive Committee. Annual Spa
Marketing Plan should be created in conjunction with the annual
budget.
Financial Expectations
• Spa Director’s Role
1) Manager - manage people and situations
2) Leader - visionary and long term strategic growth
3) ACCOUNTANT - growth with controlled costs
- Establish clear financial goals. Analyze variances
daily/weekly/monthly and make adjustments. Share this with
staff, they need to know what a win looks like. Celebrate
successes as a team.
- Maximize revenue potential (RevPAT)
(50 minute services vs 60 minute)
Financial Expectations
• Controlling Costs
Any business is only as strong as it’s people and
nowhere is this more true than a Spa environment
- Hiring professional staff as full-time/part-time, not contract labor.
They feel part of a WHOLE and receive benefits.
- Product Usage - proportioning
Balance
It’s not just about creating the perfect
Spa experience, but also creating the
perfect balance. That is the balance
between the experience and the
bottom line.