Pulse Magazine - December 2023

NOVEMBER/DECEMBER 2023 n PULSE.EXPERIENCEISPA.
COM
IN SPASHOW ART, COLOR

& CREATIVITY
AFFECT WELLNESS
ISPA BOARD
OF DIRECTORS
FROM YOUR CHAIRMAN
ELECTED OFFICERS
ONE OF THE MOST TALKED ABOUT
CHAIR
and visible aspects of Conference is ISPA’s keynote
Patrick Huey
speaker selection. You can imagine in the world Hyatt Hotels Corporation
today it is a fraught process. We are attempting to
VICE CHAIR
bring to our members a trio of speakers who, we Kelleye Martin
believe, can speak to the tactical needs of the Trellis, The Spa at the Houstonian
industry, have a compelling narrative and inspire SECRETARY/TREASURER

Michelle Adams Somerville
us all to walk out of the main ballroom better
Woodstock Inn & Resort
leaders, better humans, ready to take on the
Herculean tasks of running successful businesses. DIRECTORS
Taylor Fields
Talk about walking and chewing gum at the same
PCH Hotels & Resorts
time!
CG Funk
Some speakers have been bona fide hits, others Massage Heights Corporate LLC
have been controversial; some have struck the right chords, others less so. But all have Jennifer Holzworth
brought the best of themselves to ISPA and have impacted those of us listening in the Montage International
audience. Foundation Vice Chair

Ella Kent
Also, trust me when I say, we hear and appreciate your valuable feedback. And each year,
The Spa at Sea Island
the Board and ISPA HQ Team strive to improve upon the previous year, and let the
Barry McCaffrey
lessons learned guide our next choices. BABOR
For Conference 2024, we have confirmed some great speakers who truly excite me, and Terry Prager
I hope they will excite you. (You will meet each of the keynote speakers in Pulse profiles— Seed to Skin
including a conversation with Ryan Leak on page 12.) They offer us all the opportunity Charlotte Prescott
Privai Spa at the Kimpton Epic,
to open our ears, open our hearts and hopefully accept the gift of knowledge in all its
Arch Amenities Group
shapes, sizes, colors and forms.
Kenneth Ryan
Marriott International
Eric Savage
Freedom Spa, LLC
—PATRICK HUEY, CHAIR Foundation Chair
Todd Shaw
Fountain Life
Jessica Shea
Hilton
Jessica Timberlake
Jessica L. Timberlake Consulting
Lynne McNees
President
International SPA Association
MEDICAL ADVISOR
Brent A. Bauer, MD
Mayo Clinic
2 PULSE n NOVEMBER/DECEMBER 2023

As the official publication
of the International
SPA Association, its mission
is to serve as the preeminent
resource of expert insights,
THE MAGAZINE FOR THE SPA PROFESSIONAL trends, tools and research
to help spa professionals
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EDITORIAL OFFICES create innovative solutions
Lynne McNees
International SPA Association Crystal Ducker and make informed
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ISPA BOARD
OF DIRECTORS
Chairmen’s Council
Pulse is the official publication of the International SPA Association, a member organization for
Past ISPA Chairmen who
the spa and wellness industry. Copyright 2023. are current members:
All rights reserved. No part of this publication may be reproduced without written consent of Gayle Brady
ISPA. All inquiries should be sent to Pulse, 2365 Harrodsburg Road, Suite A325, Lexington, KY. Brady Spa Consulting
40504 USA. Canadian publication agreement No. 40042114. Thad Hyland
Pulse accepts letters to the editor. Please include your name, title, company, address, phone and Ella Kent
The Spa at Sea Island
email address. Only your name, title, company and location will be published in the magazine.
The editor reserves the right to edit for clarity and content. By submitting the letter, you are Jean Kolb
giving ISPA publishing rights. Jeff Kohl

Spa & Club Ideations
Pulse (USPS 017-893, ISSN 15259226) is published 8 times a year—January, February/March,
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THE VIEWS EXPRESSED by sources, contributors and interviewees in Pulse do not necessarily Frank Pitsikalis
Agilysys
reflect the views and opinions of the International SPA Association or the staff of Pulse
Magazine. The publication provides a wide array of topics and information for readers to Jim Root
Rancho La Puerta
consider, but inclusion in Pulse is not an endorsement or recommendation in regards to the
Jane Segerberg
topic or topics included within the magazine. A thorough assessment and consultation with
Segerberg Spa Consulting, LLC
the appropriate authority is recommended when considering making any changes which
Todd Shaw
may impact your health and wellness plan, business practices, legal liability, etc.
Fountain Life
Michael Tompkins
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TABLE OF CONTENTS
NOVEMBER/DECEMBER2023
VOLUME 33 n ISSUE 8
24 28 Neuroaesthetics
Research Shows: Art is Healthful
to the Body
ARTFUL BY PATRICIA VARGA
30 Sleep Tourism Spa Services

BY BRIDGETTE M. REDMAN
BY DEBRA JASON
44 Implementing Inclusive Gender

Identity Policies & Best Practices
PANELISTS:
BRENNAN EVANS JESSICA SWARTLEY
2024 ISPA CONFERENCE UPDATE
A Conversation
12 with Ryan Leak CATHERINE WARREN KRISTEN EBER HEIDI SMITH-MULLEN
2024 ISPA Conference

Keynote Speaker n DAY ONE
Nightlife and
18 Relaxation 57 INDUSTRY RESEARCH
Setting the Standard:

in Phoenix
Benchmark Data Report
22 Words
Spa-lendid Soundbites
of Wisdom from Past ISPA
Reveals Key Spa Industry
Insights
Conference Keynote Speakers

48 ISPA OPEN HOUSE Taylor Fields (left) with members of his
spa team, including Massage CE Trainer
REJUVENATION SPA Eric Stephenson (second from right).
MADISON, WISCONSIN
MEET
TAYLOR
FIELDS
40
60
SOUND
OFF
2 From Your Chairman 40 JobWise 56 ISPA Foundation Focus

A Conversation with Taylor Fields
8 ISPA News
BY KRISTINE HUFFMAN
60 Sound Off
10 Stay Connected
46 Snapshot Survey 62 Ad Index
36 Pulse Points
48 ISPA Open House 63 ISPA Headquarters
The Statistics Behind Optimizing
Online Reviews this Holiday Season
REJUVENATION SPA 64 End Notes
BY NELSON LANE 51 Open House: Shop Talk Retail
52 Member News
ART IN THE SPA IS THE GATEWAY TO SERENITY.

ABOUT Every brushstroke, every hue, guides guests on a journey within.
THE Artwork whispers stories, invokes introspection, paints a soothing
refuge where the soul can find its center amidst the whirlwind of life.
COVER COVER PHOTO SHUTTERSTOCK
P U L S E . E X P E R I E N C E I S PA .C O M
NOVEMBER/DECEMBER 2023 n PULSE 7
ISPA NEWS
BEWARE OF
CONFERENCE SCAMMERS
WITH REGISTRATION NOW OPEN for the 2024 ISPA Only on this website will you find the official hotel bookings
Conference, those planning to attend the Phoenix gathering links for the ISPA room blocks at the Sheraton Downtown
are advised to beware of hotel pirates and registration Phoenix and the Kimpton Hotel Palomar. Please reach
scammers. Please remember that ISPA does not solicit out to ispa@ispastaff.com if you have concerns about the
hotel reservations or event registrations via phone calls or validity of any call or email you have received regarding
telemarketing services. registration or hotel reservations. It takes a village to push
Registration for the 2024 ISPA Conference is available back on the scammers’ tactics, and we greatly appreciate
only at ISPA’s official Conference website: attendISPA.com. your help!
Registration
for the 2024
ISPA Conference
is available only
at ISPA’s official
Conference website:
attendISPA.com.
New Look for ISPA Member Directories

WHEN WAS THE LAST TIME you visited the ISPA Member
Directories? Log in to your member account at experienceispa.com,
then select the Resources tab to find the Member Directory. Here
you will find contact information for your fellow ISPA members
divided into three groups:
l Individual members
l Spa property locations
l Resource partner companies
These directories recently underwent improvements so

members can now edit their profiles more easily, add an
individual or company-level photo and better find resource
partners offering special incentives to spa members.

Contribute to ISPA
Through Board Service
AS A NONPROFIT MEMBERSHIP ORGANIZATION, applicants can expect to undergo a vetting process that may
ISPA relies on the generous commitment of member include two interviews (conducted via video conferencing).
volunteers to operate and contribute to the success of Selected applicants will be placed on the ISPA Board of
ISPA and the entire spa industry. Through board service, Directors Slate of Candidates, which is sent to the ISPA
current ISPA members share their time and expertise to membership for approval. Following membership approval,
help set the strategic direction for the Association. From a thoughtful orientation process is conducted before the
January 8 to 14, 2024, the application period will be open new board members take office at the 2024 ISPA
for any eligible member interested in serving on the ISPA Conference at the Phoenix Convention Center.
Board of Directors. Current members interested in leadership are
The ISPA Nominations Committee evaluates the needs encouraged to consider ISPA Board service and reach out
of the current Board and leads the interview and selection to samantha.smith@ispastaff.com with questions related
process for applicants. This process is thorough and has to the application process. The application will be made
evolved over the years to identify high-level leadership qual- available in January on experienceispa.com under the
ities and attributes. Applications remain confidential and “Volunteer Opportunities” section.
Want More Pulse?

BE SURE TO CONTACT the ISPA team if your location is By default, one copy is mailed per active individual
receiving too few (or too many!) issues of Pulse magazine. member in the ISPA database. If you are not receiving
enough copies, or if you want to receive fewer for any
reason, please email ispa@ispastaff.com to adjust your
membership communication settings. Remember that
Pulse is also emailed to every active member, so you can
take ISPA news on the go in digital or print formats. n

STAY CONNECTED
Freshen Up for the Holidays

IN LIGHT OF WORKFORCE CHANGES over studies, educational sessions and resources made to
the past year and the onset of the holiday season, it can benefit your whole team.
be easy to overlook the need to keep your ISPA member-
ship account updated with the right contacts. As we step
into the new year, now is the ideal moment to ensure
2 Receive All Member Communications: It’s crucial to
inform our team if there have been any changes to
your mailing address to ensure that you receive essential
your account information is current so your team can items like Pulse magazine, your ISPA member decal and
fully leverage all that ISPA has in store for 2024. membership renewal mailings at your current address.
Simply reach out to ispa@ispastaff.com with any updates
Need convincing? Here are three compelling reasons to your mailing address or email addresses, and the
why maintaining your account and team member details ISPA Team will promptly update your contact(s) in our
helps maximize the benefits of your ISPA membership: database.
1 Engage Your Entire Team: Remember to make the

most of your auxiliary member spaces and extend
ISPA’s membership perks to your entire team. By adding
3 Facilitate Connections with Fellow Members: By
updating your contact details within your account
and ensuring your team members are correctly listed,
auxiliary contacts, you empower designated team you make it easier for fellow ISPA members to connect
members to access exclusive resources such as Pulse with your team through the ISPA Member Directories,
magazine and ISPA’s Research and On-Demand Learning conveniently located under the “Directories” tab in the
libraries, which offer a diverse array of critical industry member portal. n
l Visit experienceispa.com and log in.

Follow these steps
to update your team l Click on “My Account” in the top-right
members in the dropdown menu.
ISPA member portal: l Select “Manage My Membership” on
the left side of the screen.
l Click “Manage” on the right side of
the screen.
l Choose “Members” from the options
on the left side of the screen.
l Update the contact information for
your team members as needed.
“Maximize the benefits of your

ISPA membership by updating or
confirming your account details.”
2024 CONFERENCE KEYNOTE SPEAKER
A CONVERSATION WITH
Ryan Leak
Pulse: The spa world has a long history of efforts to improve wondering what that company is going to do to help them
individuals’ holistic health. As a community, we sometimes grow. I like to ask, What are you going to do to help you grow?
are more successful providing care to others than to our-
selves. How can spa professionals balance self care with Pulse: You’ve said, “Your life is meant to be enjoyed, not
their mission to tend to others? endured.” That’s a wake-up call for anyone who finds
Ryan Leak: Practice what they preach. It’s so easy to sell the themselves perpetually focused on long-term goals. Is that
things that are working well for us. At that point, we’re not a philosophy you developed because of something in your
selling, we’re just being. I always say, there’s got to be an own life, or is it a pattern you’ve noticed when you work
area of your life where you are truly “off” with Do Not Dis- with ambitious business leaders?
turb on. We can only give out what has been put in. RL: I’ve noticed that so many people are waiting for
permission to enjoy their life. It’s like we all have this middle
Pulse: In your role as CEO of a leadership development firm, school principal walking around behind us to make sure we
you work with Fortune 500 companies and professional don’t get out of line. Some of my most successful clients are
sport teams and other high-profile businesses. What does it the most stressed. They have the most means to travel the
take to be effective and sustainable as a leader? world, go to the Super Bowl or get a second house in a city
RL: Sustainable leadership requires truth tellers. What often with favorable weather, but they acquiesce to the status quo.
comes with the territory of leadership is people not being I decided a long time ago, I’m going to enjoy my life and ca-
honest with them to save face or save their jobs. Leaders reer regardless of if I have ideal circumstances. I’ve
have to have people around them who can be honest with discovered, through my faith, that joy hinges on our level
them when an idea or strategy isn’t good. of gratitude. I know people who have been given a death
sentence with cancer who are fully enjoying the life they
Pulse: Tell us a little about self-leadership. have left, and I know millionaires who are depressed they’re
RL: Self-leadership is really close to self-discipline and not billionaires.
self-awareness. Self-leadership is the ability to effectively
manage and motivate oneself to achieve personal and
professional goals. It involves taking ownership of one’s
actions, thoughts and emotions, and making deliberate
choices to align with one’s values and objectives. It’s
believing that it’s no one else’s responsibility to help you
grow. Some people show up at an organization

MEET RYAN LEAK
Ryan Leak is a dynamic thought leader in leadership
development, known for captivating business audiences
around the world. Every year, he advises 200,000 people to
“chase failure” as part of his engaging and transformative
presentations, and his expertise has inspired leaders from
Fortune 500 companies to professional sports teams.
Leak’s extraordinary journey has captured the hearts of
millions during his appearances on renowned shows such as
Good Morning America and The Today Show. His USA Today
best-selling book, Chasing Failure: How Falling Short Sets You
Up for Success, has resonated with readers seeking to harness
setbacks as steppingstones to achievement. His latest book,
Leveling Up: 12 Questions to Elevate Your Personal and
Professional Development, has earned recognition as a Wall
Street Journal bestseller, cementing Leak’s status as a leading
voice in personal and professional growth.
Pulse: Your most recent book is the Wall Street Journal

bestseller Leveling Up: 12 Questions to Elevate Your
Pulse: What mindset should ISPA members have when they Personal and Professional Development. What are the
walk into your keynote address in April 2024? 12 questions?
RL: Failure is your friend. It can do more for you than success RL:
ever could. 1 The Vision Question: What Is My Definition of Success?
2 The Self-Awareness Question: What Is It Like to Be on the
Pulse: ISPA is asking members to “Dream Big!” during the Other Side of Me?
2024 Conference. How does that idea tie in to your work 3 The Self-Improvement Question: How Can I Get Better?
with business leaders? 4 The Team Player Question: What Credit Can I Give Away?
RL: The funny thing is, business leaders never bring me in to 5 The Humility Question: What Mistakes Can I Own?
dream small. If I’m invited into the room, it’s because they 6 The Potential Question: What Risk Do I Need to Take?
want to pull off something they couldn’t pull off without 7 The Assist Question: Whose Dream Can I Support?
outside expertise. One of my clients ran for President know- 8 The Integrity Question: What Is the Right Thing to Do?
ing the odds were against him. And that’s exactly why I 9 The Schedule Question: How Am I Managing My Time?
loved consulting with him. The bigger the underdog, the 10 The Rest Question: Do I Have to Do It All?
better. My desire is to help every person I speak to or with 11 The Fun Question: Am I Enjoying It?
simply reach their potential. 12 The Transparency Question: Who Knows Who I Really Am?
“There’s got to be an area of your life where

you are truly off with Do Not Disturb on.
We can only give out what has been put in.”
– RYAN LEAK

A CONVERSATION WITH Ryan Leak

Pulse: Who did you write Leveling Up for?
RL: Anybody trying to take their life and career—that often
feels stuck—to the next level.
Pulse: When should we be asking ourselves the 12

questions? Is there a wrong time to begin the process of
career and individual development?
RL: I encourage people to look at all 12 questions and
consider which question resonates with them the most.
All 12 are not going to stick out to every person, but I think
Question 2 should be asked at least monthly! Question 11
should be asked every day!
Pulse: You advise leaders to get out of our comfort zones.

What does that look like in real life?
RL: Comfort zones are just as risky as putting ourselves
“out there.” You can become irrelevant in a comfort zone.
You could get embarrassed outside of a comfort zone.
Both are risky. But the world is changing and so I think
leaders don’t have the option of staying the same if they
want to remain leaders.
Pulse: You are known for motivating business leaders to

push past autopilot as they “level up.” What steps are part
of turning off autopilot mode?
RL: It may sound weird to say, but success isn’t good for
us in this regard. It can lull us to sleep. It can make us stop
being innovative. This has been proven for thousands of
years when someone is handed a large inheritance and
expected to do as well with it as their parents or grand- RYAN LEAK will be the Power Session speaker on
parents. So, people of wealth have to work hard to give Day One of the 2024 ISPA Conference. Come to
their kids a manufactured struggle because a lot of hear his inspirational keynote address on the
successful people got grit from being the underdog. When
morning of Tuesday, April 23.
CONTINUED ON PAGE 16
“So many people are waiting for

permission to Enjoy their life.”
– RYAN LEAK

CONTINUED FROM PAGE 14
A CONVERSATION WITH Ryan Leak

you’re hungry, you work harder. So, to get out of autopilot, Pulse: You help leaders with leadership—that seems pretty
leaders have to set bigger goals to keep themselves and straightforward. But your popular podcast, Followership
others engaged at a high level. with Ryan Leak, approaches a leader’s role from a different
perspective. Tell us about why “followership” is also part of
Pulse: Most leaders would say their careers have been your plan.
spent pursuing success. Every year—both in your keynote RL: In our executive coaching practice, I discovered our
presentations and through your earlier book, the USA Today leaders had the most trouble following their leader, more
bestseller Chasing Failure: How Falling Short Sets You Up for than leading their teams. I began teaching leaders about
Success—you advise 200,000 people to chase failure. How leadership languages to help them understand what their
does that work? CEO values the most so they could follow well. And then I
RL: Chasing failure is not chasing foolishness. It’s just realiz- thought: I bet a lot of people are trying to follow their leader
ing that failure has so much to offer us that we’re missing better but need some cues on how to do that.
because we’ve been told to steer away from it. Every single
day, I’m trying something new, writing something new, post- Pulse: Have you ever chased failure too hard? How did you
ing something new… that could be a hit or not. But I’ve turn the situation around?
learned more from what didn’t work than I did from what RL: All the time. I’m always trying new things that some-
did work. I’m getting better every day because I’m willing to times bomb! I’ve just got a high failure tolerance for all of it.
fail at things most people are afraid to try. It doesn’t always turn around, but I always learn from it. n
BOOKS How Ryan LEVELS UP in His Life

l Leveling Up: 12 Questions to l Favorite spa treatment? Massage! I get one every two
Elevate Your Personal and weeks!
Professional Development l Best way to level up your relaxation on special
If you’re not leading yourself, occasions? A longer massage!
why would anyone else want to l Something fun you’ll do while you’re in Phoenix for the
follow you? Ryan Leak speaks to ISPA Conference? My wife and I always go to La Hacienda
thousands of leaders every year restaurant at the Fairmont Scottsdale Princess Resort.
with the message that, in It’s so good. My wife won’t let me go without her!
order to realize your l Best self-care tip? I watch carpet cleaning
potential, you need to fully videos. I know it’s weird, but it’s so good for
understand yourself. my brain.
l Chasing Failure: How l Most inspiring person? Andy Stanley.
Falling Short Sets You Up l Lifelong dream you’re pursuing? Owning
for Success multiple homes.
Communicator,
Ryan Leak shares the science l Brilliant tip for travel to a business convention? author and pastor
Book multiple flights in both directions if you Andy Stanley
behind why people are afraid IMAGE COURTESY
to fail, mixing in real-life don’t want to get stuck somewhere. OF CREATIVE COMMONS
stories and adding practical steps to help us inten- l Two things that will be in your suitcase when you head
tionally chase failure in order to embrace the opportu- to Phoenix? A massage gun and shower tablets!
nities that come with it. Everyone fails in life—but if l Hardest self-leadership goal in your own
you’re willing to learn, improve and grow because of life? Eating healthy. Who wants to go to
your failures, you are already on the road to success. a steakhouse to order a salad?

2024 CONFERENCE UPDATE
NIGHTLIFE AND RELAXATION

COMBINE IN PHOENIX
WHEN YOU’RE PLANNING YOUR TRIP TO PHOENIX for the 2024 ISPA Conference, you may want to add
a day or two (or 10) to the front or back end of your travels. Arizona’s largest metropolis is hot in all the
right ways, from a pulsing nightlife to the more serene—and iconic—Southwest outdoor settings offering
options for every travel desire. Read on for an overview of area attractions, can’t-miss restaurants, and
entertainment tips from Visit Phoenix. If you’re considering an extended stay near Phoenix, make sure to
explore visitphoenix.com for top Phoenix attractions and day trips as well as lengthier itineraries for
relaxation, family fun, sports outings and luxury travel.
DOWNTOWN PHOENIX and golf courses, and bounded by national forests and
Culture, commerce and college life coalesce in the epicenter Native American communities, Greater Phoenix
of Phoenix. This is where you’ll find indie restaurants, live includes Scottsdale, Tempe, Glendale and many other
music, pro sports, craft brews and cocktail culture. Historic destinations perfect for a stop during your visit.
neighborhoods like Roosevelt Row and Grand Avenue share
an urban footprint with modern marvels like CityScape PHOENIX NIGHTLIFE
and the Phoenix Convention Center (where the 2024 ISPA That “10 days” suggestion may have been an underestima-
Conference will take place from April 23 to 25, 2024). No car tion: To fully experience Phoenix would require a lifetime of
is required here, thanks to Valley Metro Rail. exploration. Just the nightlife options are overwhelming.
What’s your pleasure? In addition to bars and restaurants,
GREATER PHOENIX Phoenix offers:
Surrounded by mountain ranges, the Greater Phoenix area l Casinos: The Greater Phoenix area is home to several
is more than 500 square miles of Sonoran Desert that en- casinos, full of every game your heart desires.
compasses 24 municipalities, each with a distinct set of char- l Breweries: With more than 100 Arizona breweries mak-
acteristics, attractions and flavors that offer visitors a unique ing a splash in the beer blogosphere, Greater Phoenix
glimpse at the nation’s fifth-largest city. Dotted with resorts has become a hops haven that’s home to an impressive

dined al fresco. After your patio repast, move on up to enjoy
lineup of award-winning, nationally recognized craft the view from a rooftop bar! Whether it’s happy hour,
beers. golden hour or after hours, something about sipping from
l Night clubs: After golden hour is gone and your dinner an elevated perspective makes the cocktails even sweeter—
plans are a wrap, it’s time to head out for a night on the not to mention the benefits of the open-air environment.
town. Local nightclubs come in all shapes, sizes, flavors But if a more intense bar experience is your choice, pick
and genres. Whether you’re looking for a specific dance from a slew of dive bars, dark bars, sports bars, even a bar
floor or an entire scene, you’ll find it here. on a moving train.
l Grownup playgrounds: No worries if you outgrew the Check out the lists of restaurants and bars—including
jungle gyms at fast food joints years ago: You can still patio and rooftop options—on visitphoenix.com.
have fun with your food at a surprising number of
Phoenix bars and restaurants featuring rides and games. DESERT-INSPIRED SPA TREATMENTS
l Live music venues: Rock, pop, jazz, blues, country and Phoenix’s array of local spas offer far more than the stan-
more: When you’re looking to cut a rug, rock out or just dard Swedish massage. Some Phoenix spa treatments are
kick back to a mellow groove, there’s a place in metro as unique as the landscape they’re in and use botanicals
Phoenix that will have what you’re looking for. You’ll and minerals from local sources. Explore the Phoenix spa
even find a Musical Instrument Museum for a more scene to find treatments utilizing prickly-pear, jojoba, tur-
academic music experience. quoise, agave, desert mud, canyon pine, cactus flowers,
mountain arnica and other desert-derived elements you
BARS AND RESTAURANTS may not find anywhere else.
If you’re looking for famous chefs, new eateries earning
foodie buzz or award-winning fine dining establishments, GUIDED TOURS
Phoenix’s restaurant scene has something to entice you. You don’t necessarily need hiking boots or a mountain bike
Want a uniquely Phoenix dining experience? Make sure to to explore the Sonoran Desert in and around Greater
plan for tacos, tortas and other Southwestern and Mexican Phoenix: Professional outfitters are happy to put adventur-
fare while you’re in town. Or if vegetarian and vegan is your ous sightseers in the saddle of a horse, the seat of a Jeep
taste, meat-free options abound throughout the city. or the basket of a hot-air balloon. Explore the wonders of
To truly take in the beauty of the Phoenix, you need to nature by land (tour the desert with professional guides by
find the best outdoor dining spots. Whether it’s brunch or off-road vehicle, horseback, or Segway) or by air (soar above
sunset, you haven’t truly experienced the desert until you’ve the desert floor in a hot air balloon, helicopter or plane) or
Want a uniquely Phoenix

dining experience? Make
sure to plan for tacos,
tortas and other
Southwestern and
Mexican fare while
you’re in town.

by water (head out on the water for leisurely lake tours or l Greater Phoenix’s fusion of natural splendor and metro-
river rafting adventures). politan verve sets it apart from a lot of big cities—and
everyone is invited to experience it. As you explore the
DESERT LIFE city’s urban core, you’ll discover a strong LGBTQ+ com-
Anyone visiting Phoenix will want to see a saguaro cactus, munity that’s integrated throughout the area’s busi-
one of the most iconic symbols of the American Southwest. nesses, spaces, events and entertainment.
Luckily, you can find saguaro cactus just about anywhere you l From the barrier-free trails of the Sonoran Desert to ADA-
go in Phoenix, whether you’re in the city or out on a hike. compliant facilities at tourist destinations, Greater
Saguaro and other desert flora and fauna are accessible Phoenix is home to a wide variety of accessibility-friendly
within several nature havens close to Phoenix. Two worth indoor and outdoor attractions.
researching are:
l Boyce Thompson Arboretum: Experience the lush UNIQUELY PHOENIX SHOPPING
beauty of the Arizona Upland Sonoran Desert at the Gone are the days of shot glasses and postcards. Today’s
state’s oldest and largest botanical garden. The Arbore- travelers are seeking the most authentic souvenirs and
tum is on the National Register of Historic Places and exclusive gifts unique to the places they visit. Phoenix is
boasts hidden gardens, historic buildings, more than home to a wide variety of shops and boutiques overflowing
3,900 different plant species, world-class birding and with local flavor. So, whether you are shopping for yourself
spectacular views of Picket Post Mountain. or for someone back home, you’ll find something unique
l Desert Botanical Garden: Five thematic trails illustrate and memorable in Phoenix. n
topics such as conservation, desert living, plants and
people of the Sonoran Desert and desert wildflowers.
DIVERSITY, INCLUSION AND ACCESSIBILITY

Several museums, national monuments and outdoor
activities honor the many contemporary and historic
cultures that have combined and interwoven to form
modern Phoenix, and a wide variety of festivals, restaurants,
attractions and other businesses represent the various cul-
tures and incredible local talent within Phoenix’s diverse
community.
l Some of Phoenix’s most iconic businesses are Black-
owned and have been ingrained in the city’s fabric for
decades. In every pocket of Greater Phoenix, you can find
a Black-owned business to support.
l Like much of the Western United States, Greater Phoenix
saw its first wave of Asian and Pacific Islander immi-
grants arrive near the end of the 19th century. The AAPI
community has become a key component of Phoenix’s
culture, adding countless contributions to the area’s arts,
cuisine, retail, hospitality, medical and tech industries.
l The region around Phoenix has been home to several
American Indian cultures. Take a step back in time and
learn about the history of the indigenous peoples who
lived here, such as the Hohokam, and those still here
today, such as the Fort McDowell Yavapai Nation, Gila
Some of the text and images in this story originated on
River Indian Community, Salt River Pima-Maricopa visitphoenix.com. Contents has been modified for brevity and to focus
Indian Community and Tohono O’odham Nation. on travel information of interest to 2024 ISPA Conference attendees.

SOUNDBITES
Words of Wisdom from Past ISPA Conference Keynote Speakers
AS EXPERIENCED ATTENDEES KNOW, the ISPA Conference is much more than the THREE MORE keynote speakers
spa industry’s annual trade fair. A lot of the excitement happens off the Expo floor will present Power Sessions at the
2024 ISPA Conference next April
and on the Main Stage. Every year, spa leaders share with us some of their favorite in Phoenix. Want some early
quotes and best ideas they heard from world-renowned keynote speakers during wisdom? Check out the Q-and-A
with Ryan Leak on page 12, and
the daily Power Sessions. watch for interviews with the
Here are words of wisdom from a few of the most-remembered luminaries who other keynotes in the first two
Pulse issues in 2024.
have graced the stage during more than two decades of ISPA Conference gatherings.
Jim COLLINS
“Great vision
2016 without great
people is
2012
irrelevant.”
Brene BROWN
“If you are not in the arena getting your ass kicked,
I am not interested in your feedback. Period. Why?
DR. Maya
There are a million cheap seats today full of
people who will hurl mean-spiritedness, judgment,
ANGELOU
advice and criticism, but never once stepped
foot in that arena. You can’t afford to listen to them.”
2007
“I’m convinced of this:
Ben NEMTIN
Good done anywhere is
good done everywhere.
For a change, start by
“Once you commit speaking to people rather
2023 to big goals than walking by them
and live with like they’re stones
intention, life opens that don’t matter.
up with unending As long as you’re breathing,
possibilities.” it’s never too late to

do some good.”
Simon SINEK Jewel 2014
“Carrying anger
“We put a with you is like
premium on lighting your own
people who give house on fire to get rid
us their time of rats. The rats run
and energy.” to safety while you
2016
burn yourself down.
Forgive. Let go. Heal.”
Peyton 2017
MANNING
“Attitudes are
contagious;
it is up to you to
decide if yours is
worth catching.”
2018 Sally HOGSHEAD Amy PURDY

“The world is not changed by people who sort of care. 2015 “Every challenge is
Sort of caring will get you run over by someone what forces us to look at
who actually does care. Sort of caring is the on-ramp what we’re really made of.
to obsolescence—a road that starts comfortably enough,
It’s what makes us dig
but soon leads to the lonesomeness of obscurity.
deeper and find our fire.”
The world is changed by people who passionately,
relentlessly care—sometimes, unreasonably so.”
SIR Sidney
POITIER 2008
DR. Bertice 2015 “I have this feeling that life
BERRY is so magically created that—
if I respect it—that respect will
“When you walk
come circling back to me in
with purpose, you ways I don’t even know.”
collide with destiny.”
John
Dan HEATH WOODEN
“Data is summaries of “Live for
2006
thousands of stories. today,
Tell a few stories for today
2022 to make the data
is the day!”
more meaningful.”
ARTFUL
BY DEBRA JASON
How Art Elevates Your Guests’ Experiences

How do you feel when entering a reception or waiting area where
beautiful art graces the space versus stepping into one with bare walls?
Displaying artwork demonstrates that your spa values creativity.
“...much of the
artwork on display
focuses on landscapes
around Big Sur.”
—MONIKA JALOVEC
Spa Director, Post Ranch Inn
HISTORICALLY, SPAS have fostered ho- come to your spa. Consider how you thetics of architecture and design. As
listic experiences, ones not confined to can create a setting that pacifies the soon as your guests step in the door,
a 30- or 80-minute timeframe for a soul, enhances moods, shifts attitudes the art in your reception area creates a
treatment to pamper oneself. It’s not and rejuvenates the spirit. welcome and calming effect.
only massages, facials or mud baths When designing your spa environ- According to the American Congress
that soothe your customers when they ment, consider more than the aes- of Rehabilitation Medicine (ACRM),

increasing evidence in that field and in like your establishment to have that “The artwork inside the Life in
neuroscience shows art enhances brain type of impact on your guests when Balance Spa supports the connection
function. It influences brain wave pat- they arrive for a treatment? between our guests and nature. It
terns, emotions and the nervous sys- Imagine this: How do you feel when incorporates the magic and power of
tem. It can also raise serotonin levels. entering a reception or waiting area natural elements into the space,”
ACRM reported that, in a study con- where beautiful art graces the space explained Mark Stebbings, general
ducted at the University College Lon- versus stepping into one with bare manager at Miraval Arizona. “Not only
don, when people viewed beautiful art, walls? Displaying artwork demonstrates do our guests find the artwork thought-
blood flow increased by as much as 10 that your spa values creativity. Whether provoking and inspiring, they find
percent to the area of the brain associ- it is a painting or even a photograph, a themselves yearning to discover the
ated with pleasure: It triggered an ef- strategically placed piece of art delivers ways they can continue their connec-
fect like that of looking at a loved one. a welcoming impression and invites tions with the Miraval experience—
What a lovely thought. Wouldn’t you your guests into a soothing oasis. even after they have left the property.”
In addition to its curated collection
of paintings and sculptures, the Life in
Balance Spa incorporates a collection
of crystals that adorn the walls in cele-
bration of Tucson’s connection to gems
and minerals. Stebbings also shared
that, adjacent to the spa’s front door,
a decorative obelisk (created by Alberto
Amura) honors the handshake of the
Hopi. It incorporates steel, the mascu-
line metal; copper, the feminine metal;
and turquoise, known for being a
healing stone. A powerful crystal inten-
tionally placed nearby intensifies the
positive energy of the obelisk as guests
At Post Ranch (above), art is part of the guest experience. Miraval Arizona's Wall of Crystals and
an Alberto Amura obelisk (below) celebrate Life in Balance's Tucson setting. enter and leave the spa.
Art in your spa benefits not only
your guests, but your employees as

well. Simply viewing art has been the healing process arise from a single palette symbolizes growth. Enter
shown to: source. When you are an artist, you are a room with art that highlights
l Reduce stress and depression a healer….” And, while art therapy is a shades of green and you may feel
l Create a hospitable atmosphere con- separate topic, the placement of art in a sense of tranquility, as if you
ducive to healing any environment is one that has the stepped into a garden.
l Affect the way people think and feel power to touch hearts, evoke emotions l Grey: Surprisingly, dark grey or
l Increase joy, lifting “the weight of and elevate your guests’ spa experience charcoal hues can create a dramatic
the world” off one’s shoulders as soon as they set foot in your estab- sense of comfort. Lighter shades of
l Convey a welcoming presence—one lishment. grey can promote a soothing and
of peace and tranquility relaxing space.
l Stimulate both unconscious and What is the “right” artwork? l Brown: While it is not often thought
conscious brain functions Every person experiences a different of as a calming color, brown symbol-
l Increase productivity of your team emotion and has a unique opinion izes rest, grounding and nurturing.
members about what they like in art. What one Art featuring hues of brown pro-
In addition, art can be beneficial in person finds captivating might be con- motes strength and resilience.
building community. Laura Hittleman, sidered boring to another. If beauty is l Classic cream, ivory and off white:
director of spa at Canyon Ranch in in the eye of the beholder, how do you Symbolizing cleanliness, purity and
Tucson, shared that her spa recently know what will appeal to your guests? simplicity, creamy whites blend well
started a new initiative with the local It’s no secret that color makes an with other colors among your spa
Boys and Girls Club. “Children are impact on your guests’ moods. Certain furnishings.
invited to create art and their work is hues are known to elicit rest and relax- l Muted purple: For a trendy look,
then exhibited on a gallery wall for all ation. According to the paint pros at Re- lilac and mauve colors lend them-
to see,” explained Hittleman. “It’s been paint Now, here are some tips on how selves well to yoga and meditation
a wonderful community effort.” various colors can create a serene spa rooms.
The right artwork not only fosters environment: In addition to selecting art that
general well-being, it contributes to a l Soft blue: The soothing colors of the creates a welcoming and tranquil
holistic approach to healing. It conveys sea and sky, soft blues often are as- environment for your guests, choose a
messages of hope and positivity. In an sociated with calm and have been balance of colors that also complement
article about the healing power of art, shown to decrease blood pressure your brand.
Dr. Rachel Naomi Remen said, “At the and heart rate. David Erlich, executive director of
deepest level, the creative process and l Green: Nature’s most abundant spa and wellness at the Bamford
At Canyon Ranch Tucson, “you’ll find art that

connects with the mind, body and spirit.”

Wellness Spa at 1 Hotel Hanalei Bay, The theme or subject matter of the around Big Sur, especially condors,
explained how his facility strategically art on your spa walls may vary depend- owls and falcons, related to the local
used colors that fit into the property’s ing on your location or your overall falconry program.”
landscape, which is set on a lush aesthetic. Some spa designers may Both Canyon Ranch and Miraval
hillside overlooking majestic Hanalei choose to incorporate art that high- celebrate their Arizona settings in their
Bay on Kauaì. “We incorporate earth lights location—such as mountains, displayed artwork. “Located in Tucson,
tones throughout the property,” Erlich desert, ocean—versus those who select we choose art that embraces our loca-
noted. “With the exception of whatever more of a visual wellness theme that tion, but we also have more universal
flowers we have around the property, promotes serenity. Artistic styles from imagery, for example, photos of the
bright fancy colors are not used in realistic watercolor landscapes or moon,” said Hittleman. “You’ll find art
the spa. Color and tone are what make flower photography inspire a sense that not only connects with the south-
the art.” of peace and calm. Abstract alcohol west, but with the mind, body and
Hittleman shared insights about ink or acrylic paintings spark the spirit as well. We also have sculptures
purposeful use of color. “At Canyon imagination and instill a sense of joy around the property that resonate with
Ranch Tucson, the locker rooms may and wonder. our guests.”
include the serenity of blues and “Big Sur has a reputation as an Stebbings sees the connection
water,” she explained. “For the artists’ hangout with Beatnik and between nature’s splendor and the
women’s locker rooms, there are bright Bohemian influences represented in artwork displayed in his spa. “The
colors and big images that connect the art displayed at the Post Ranch design of Miraval Arizona’s award-
with women. In contrast, the men’s Inn,” shared the spa’s director, Monika winning Life in Balance Spa is a sacred
locker rooms may highlight images of Jalovec. “In addition, much of the art- space of peace, tranquility and calm,
saguaro cactus and Sabino Canyon.” work on display focuses on landscapes creating a safe and supportive environ-
ment for self-reflection,” he explained.
A chiseled glass orb by Henry Richardson
adorns the Miraval's Tucson “The artwork inside the spa reflects the
grounds. natural beauty, organic elements and
intentionality that is woven through
each spa experience. The spa show-
cases a curated collection of paintings,
sculptures and other pieces that reflect
a sense of place.”
Whether it is a beautiful painting,
sculpture, photograph or mural,
consider the benefits of displaying
art in your spa. Doing so does more
than create a welcoming aesthetic,
it relaxes your guests and invites them
into a warm, hospitable and relaxing
environment. n
RESOURCES:
https://acrm.org/rehabilitation-medicine/how-the-brain-is-affected-by-art/
https://www.argusleader.com/story/news/brandon/2021/05/14/healing-power-art/5091871001/
https://www.health.harvard.edu/mental-health/the-healing-power-of-art
https://www.mic.com/articles/106504/science-shows-that-art-is-having-fantastic-effects-on-our-brains-and-bodieshttps://yourlinenservice.com/
create-a-relaxing-spa-atmosphere-in-8-simple-steps/
https://repaintnow.com/paint-colors-for-a-salon-or-spa/
https://us.ukessays.com/essays/biology/effect-of-different-colours-on-blood-pressure-biology-essay.php
A seasoned copywriter, DEBRA JASON is owner of Colorado-based The Write Direction. In addition, she is an
alcohol ink artist creating unique abstract pieces to beautify resort and spa environments. Having spent 10 years
living on the Hawaiian island of Kauaì, Debra often creates paintings that look like flowers and, many times,
are inspired by the colors and flow of the ocean. | WriteDirection.com and CreativeWhispersoftheHeart.com

Neuroaesthetics
Research shows: Art is healthful for the body
BY PATRICIA VARGA
can capture your imagination and

THE GROWING BODY OF RESEARCH
known as neuroaesthetics, or neuro- “The creativity helps you to experience the “here
arts, convincingly makes the case that
engaging in arts activities, whether as a of art gets you and now.”
You can’t heal what you don’t
consumer or as a hands-on participant,
confers significant benefits in out of your understand; art helps you to better
understand yourself and what you are
disease prevention, faster healing and
even longevity.
head and into going through.
A bestselling book published earlier

this year, Your Brain on Art, provides a
your heart, Art and stress reduction
Consider these risk factors of stress
comprehensive survey of this research.
Written by Susan Magsamen, founder
where healing from Dr. George Slavich, director of
the Stress Lab at UCLA’s department
and director of
International Arts +
occurs.” of behavioral sciences and psychiatry:
l Stress increases inflammation levels
Mind Lab at Johns visually. It also helps us to in the body.
Hopkins University delve into our true selves. l Stress also weakens the immune
School of Medicine’s Viewing art can help system, leading to disease.
Center for Applied you tune into yourself, shift l Stress contributes to the six most
Neuroaesthetics, and perspectives, befriend prevalent major diseases—cancer,
Ivy Ross, vice pres- what you are thinking heart disease, Alzheimer’s, diabetes,
ident of design for about or troubled by and depression and obesity—that
hardware products at defuse the power some- account for 75 percent of all medical
Google, the book aims thing has over you— costs and 70 percent of deaths in
to educate audiences releasing you from the Unites States.
about the numerous anything negative. Art
benefits of incorporat- is uplifting, inspirational, meditative. How to defuse stress?
ing the arts into their lives. How? Viewing or creating art Art and creativity.
Whether you participate or view art, suspends the thinking, critical mind Neuroaesthetics suggests that
the results are the same: The creativity and allows the observer or participant engaging with aesthetically pleasing
of art gets you out of your head and to tap into other parts of the brain: artwork can activate the brain’s
into your heart, where healing occurs. imagination, creativity. Art provides the reward pathways and reduce stress,
medium through which we stop think- promoting relaxation, peace and
How does art help you heal? ing and start a more direct form of calm. The specific impact may vary
Art is a language that gives voice to expression: sensations, emotions. from person to person, but overall,
how we feel. It is a safe way to experi- Art helps us to feel and heal. art can have a positive influence
ence and also express our feelings. Art is also a way of being present on stress reduction, health and
Art goes beyond words and tells a story and mindful: Viewing or participating wellness. n
PATRICIA VARGA is a communicator, author (Create to Heal: A Pathway to Insight, A

Journey to Peace), artist, transformational therapist and founder of Women with Wings
who uses art as a tool to inspire creativity, healing, self-expression and leadership for
patients and clients. Her signature program, Create to Heal, is being taught in domestic
violence shelters worldwide and in hospitals and cancer centers across the country.
womenwwings.org/wellness-resorts-spas/

BY BRIDGETTE M. REDMAN
AT THE END OF A 50-MINUTE MASSAGE at the Underground Spa & Wellness at the Logan
Hotel Philadelphia, a guest fell asleep; upon waking, he asked if he could stay a little longer.
While that might have been impossible at a spa where every room is booked throughout the day,
the Underground told him he was welcome to stay.
He slept for hours.
When he left, he was filled with gratitude, telling them he’s never able to sleep and those
few hours were like a dream.
He’s not alone.

The Sleep Foundation reports adults management originated the idea, and ritual, with the minimum usually being
need seven or more hours of sleep per at others—especially in properties that four hours. They discuss which specific
night, but more than one-third of U.S. are part of larger corporations—the services are desired, from reflexology
adults sleep less than that. The Journal sleep program is part of a brand-wide to Lomi-Lomi to hot stones to deep
of Clinical Sleep Medicine has put that effort. tissue, and then schedule a therapist
number even higher since the start who specializes in that modality.
of the pandemic, with more than 40 Developing a multi-hour “We want to make sure that it is
percent of adults reporting a reduction service really what you’re looking for,” Perry-
in sleep quality. At the Underground Spa, the guest Boone said. “Would you like a longer
One of Sleep Foundation’s surveys who asked to oversleep his massage scalp massage? Would you like your
found that 48 out of 100 U.S. workers inspired the development of a custom- breaks scheduled? Do you want to
say they are tired throughout the day ized experience lasting six to eight have an hour before and have lunch
and 51.2 percent of people say the lack hours called the Dream Like Relaxation and then come back and get the rest
of sleep causes problems in their fam- Treatment. of the six-hour treatment? We want
ilies. More seriously, insufficient sleep is The treatment room is equipped to make sure it is something that
the cause of 6,000 driving fatalities per with specialized lighting that mimics you can sleep with, but also make it
year and has an economic impact of the night sky. The service begins with your own.”
more than $411 billion per year. breathwork, and then a series of thera- She consulted with her team while
In response to this need, sleep pists provides sleep-focused services developing the service and researching
tourism has skyrocketed since the including different massage tech- what should go into it. She wanted to
pandemic. According to forecasts niques, reflexology, aromatherapy and make sure it was something they
Statista developed, the overall global guided meditation. The treatment is would be interested in doing and to
sleep industry will be worth $585 billion hands-on for the entire time, with learn how many hours they were
by 2024. therapists switching out every 90 willing to do inside a room. She
And while many think of hotels first minutes to two hours. recommends that anyone developing
when it comes to sleeping, spas are Lanez Perry-Boone, spa director at sleep services bring their team in on
equipped in unique ways to support the Logan Hotel, said 70 percent of the creation and be willing to tailor it
sleep hygiene. clients are not hotel guests, but those to individual guests. However, she also
It’s why sleep tourism packages are who are can stay in their robes and go stresses that people in charge of spas
sprouting at both resort and day spas directly to their room from the service. have a responsibility to their guests
and, in a few places, entire properties “The goal for this service is for you to develop treatments that meet their
have opened with a sleep-centric to actually sleep with us inside the spa ongoing needs.
mission. For example, when Coimbra, and to take over a whole room,” Perry- “Spa directors see some of the
Portugal’s Hastens Sleep Spa Hotel Boone said. things guests are experiencing,”
opened in 2021, the 15-room boutique While they originally intended the Perry-Boone said. “And if you notice a
hotel launched as the world’s first service to be eight hours, they quickly problem, you have the power to create
“sleep spa.” learned they had to have the flexibility a wonderful solution. You are empow-
Resort spas have partnered to customize it because not everyone’s ered to make a difference in your
with hotels to create compre- schedule allows them to spend six to guests’ lives. And sleep is definitely a re-
hensive sleep packages. eight hours in a spa room. The service curring issue in America and across the
In some cases, must be booked two weeks in advance world. This is something we could all
spa and costs $2,500. They’ll work with the make a difference in helping the world
guest to determine the length of the to get a couple more ‘Z’s’ in their lives.”
“If you notice a problem, you have the power to create a

wonderful solution. You are empowered to make a difference
in your guests’ lives. And sleep is definitely a recurring issue….”
— LANEZ PERRY-BOONE, UNDERGROUND SPA & WELLNESS AT THE LOGAN HOTEL PHILADELPHIA

Launching a brand-wide They encourage guests to spend such herbs as thyme, bergamot lime,
service time in the steam room and adjoining mint and rosemary. All are included as
Park Hyatt has dominated sleep tour- pool. Guests are able to customize pro- part of their sleep ritual turndown
ism headlines with its restorative sleep ducts and techniques to suit their indi- service. They give guests a scented pil-
packages and the installation of the AI- vidual well-being needs. low pouch with natural essential oils
powered Bryte Balance beds in some “Therapists ask guests questions and herbs. “Happy Sleeper” guides are
hotel and resort suites. about their preferences and treatment placed in each room.
The brand launched the new suites customizations,” Miller said. “Clients “Today’s consumers are growing
in Chicago during Sleep Awareness can request more than one massage more aware of the importance of
week in mid-March 2023. Park Hyatt cu- type within the duration of their mas- better health and well-being,” said
rated packages for two suites—a well- sage. Relaxing instrumental music is Cinn Tan, the chief sales and market-
being suite and a mindfulness suite. used during treatments, as well as ing officer of Pan Pacific Hotels Group.
Both included Bryte Balance mat- four scent sets from Aromatherapy As- “It is essential that we take time to re-
tresses and unique amenities such as sociates.” center and practice greater mindful-
in-room access to Peloton bikes, deep The Calm Mind Massage, which is ness. Even small changes in our daily
soaking tubs, eucalyptus sleep oil and part of the sleep restorative package, is lives can have a big impact on our
body butter, yoga mats, superfood one of the spa’s most requested serv- well-being and the environment.
juices, an outdoor tranquility terrace ices. It uses Swedish massage as the Through ParkRoyal Collection’s Eco-
and hand weights. base and includes such additions as Wellness experiences, we hope to in-
Park Hyatt has created a restorative warm stones, a massage tool on the spire our guests to live well without
package that includes a stay in one of feet and gentle, percussive treatment compromising the environment.”
the specialized suites, breakfast credit on the client’s face. ParkRoyal properties are required
for healthy start options, two spirit-free to offer complimentary bath menus to
cocktails, a well-being/mindfulness ac- Integrating spa into brand- guests that are cross-promoted with
tivity in the city (such as art museum wide initiatives St. Gregory spas. These menus include
tickets, ballet tickets or a yoga walk) In Singapore, the Pan Pacific Hotels in- a choice between bubble baths and
and a 50-minute Calm Mind massage troduced an eco-wellness experience aromatherapy baths. Ambassadors
at the spa. in which a sleep ritual acts as a cen- encourage guests taking advantage of
Aimee Miller, assistant director of terpiece. the bath menu to enjoy a 60-minute
rooms at the Park Hyatt Chicago, over- Their sleep rituals are supported body or facial massage at St. Greg-
sees the NoMi Spa. She explained that with aromatic cuttings harvested ory’s before the warm bath as it will
the spa is an integral part of Hyatt’s ho- from their own Urban Farm, including assist with muscle relaxation and a
listic approach to wellness and its new
restorative packages.
“NoMi Spa presents an intention-
driven, artisanal approach to renewal,
offering a treatment menu focused on
improving your overall well-being,” she
said. “Therapists act as artisans, craft-
ing personalized experiences based on
specific intentions.”
“People aren’t
designed to get
by on three
hours of sleep.”
deeper sleep. A bath butler takes brains need sleep because so many trying to take a habit home.”
about 20 minutes to set up the bath processes happen during sleep. While developing the protocols for
for the guest. People aren’t designed to get by on the service, Wilson said the spa team
three hours of sleep. consulted with massage therapists
Helping to change attitudes Woodhouse created a signature throughout the company, brand
Woodhouse Spa’s Director of Educa- ritual called the Restorative Sleep ambassadors and corporate trainers.
tion Melissa Wilson said her spa Massage. It blends essential oils and As they tested, they made changes
created a ritual for the day spas that therapeutic massage. Wilson said such as realizing that one of their
are a part of their national brand as a they drew upon their research to essential oils was more uplifting and
response to the amount of sleep dis- add important touches to the ritual invigorating than what they were look-
ruption that took place during the such as steamed towels and a ing for in a sleep ritual.
COVID-19 pandemic. weighted blanket. As they got ready to roll it out, they
“Sometimes, especially in this The spa sought a way for guests to launched training that focused on
country, it’s almost a badge of honor take the service home with them and the mood each service is intended to
when you don’t sleep,” Wilson said. to continue practicing good sleep elevate.
“It’s really so unhealthy, both physi- hygiene after the service. It settled on “When we train this treatment, it’s
cally and emotionally. Setting that ex- a digital detox bag, one that lets guests really explaining the need for sleep, the
pectation and showing the world how put the phone away at night. global lack of sleep and how important
important sleep is means a lot. That’s “It’s just such a good reminder to it is,” Wilson said. “Whenever we go
where it was born. This is a necessity unplug,” Wilson said. “With all our into something with that intention,
that the world needs, this culture treatments: If you get a facial, you’re that’s what we get. So, if you go in it
needs.” going to take beautiful skincare home; just I’m going to do a massage [you
She points out that bodies and with the sleep massage, it’s really won’t get the same result] as if you go
in, This is your time to rest. I’ve got you.
I’m going to give you something to
help you take that rest home with you.
So all our therapists get that kind of
training, so they can carry that forward
in the treatment.”
Integrating Sleep into

Wellness
Chicago’s Bian is a membership
wellness club that opened just as the
pandemic hit in 2020. Mar Soraparu
said she and her other co-founders
took a holistic approach to sustaining
well-being.

“When we developed this concep- there is no one-size-fits-all approach or if they’re hitting the most fundamen-
tually, it was really just understanding a single service. Instead, they consult tal things they could do to best set
that if you want to be taking care of with each member and create a plan them up for better sleep,” Soraparu
yourself in all the different ways, in- customized to their needs. This might said.
cluding sleeping well, one has a lot include acupuncture or IV shots or No matter what the type of spa,
of things to do,” Soraparu said. “It guided meditations. professionals are looking for new
makes it seem like it’s unattainable “Just as there is not one way of ways to incorporate sleep treatments
and what we wanted to do is make living well, the same goes for sleep- into their menus, responding to the
it attainable and make it in one ing,” Soraparu said. “There is not one ever-growing market of people
ecosystem that supported your quick fix. There’s definitely common seeking out better sleep.
well-being on all of these fronts.” variables that contribute to sleeping Most professionals say they
They crafted a place that offers better—not having caffeine too late, continue to tweak their protocols and
solutions to every aspect of a person’s watching your nutrition—but there look for ways to meet the needs of the
life—personally, professionally, are many other things one can do.” guests who come to them. As they do
emotionally and physically. Members When a member first tells Bian so, their guests are responding with
can sign up for a concierge medical they are having trouble sleeping, the gratitude and loyalty.
plan, use their co-working space, eat team conducts an audit of their Wilson said she remembers giving
in their restaurants, work out with a lifestyle. Most people, she said, have a massage to a man with a high-
personal trainer, get spa services or sleep problems for one of three powered job who was experiencing
even take a nap in their nap room. reasons: stress, pain or a medical a lot of stress. He shared how he
Every member who joins gets situation. They then help to create would put his child to sleep at night
paired with an advisor and they do a a regimen that fits their needs, such by gently stroking her face.
deep dive into their expectations and as acupuncture to improve sleep, life “I said, ‘would you like me to
goals. They then create a six-month or nutrition coaching or medical end our service today like that?’
plan. treatments drawn from both Eastern He said yes and (when I did it) he
Their goal for sleep is to help their and Western practices. fell right to sleep,” Wilson said.
members have better overall sleep “We always try to look at the “I’ll never forget that moment. It was
hygiene and health, which means lifestyle and all of its variables and so special.” n
BRIDGETTE REDMAN is the co-author of the ISPA publications Retail Management for Spas and
SPA: A Comprehensive Introduction, and a Pulse contributor. Her writing focuses on arts and travel,
along with marketing, hospitality, education, business and anything else that catches her fancy.

PULSE POINTS BY NELSON LANE
The Statistics Behind Optimizing

Online Reviews this Holiday Season
EACH YEAR, THE HOLIDAY SEASON seems to come ence with a local business, whether positive or negative,
quicker and quicker, pulling behind it a dependable motivates them to let the world know. As we will see,
stream of decorations, family gatherings and heightened understanding the statistics behind online reviews and
consumerism. For spa professionals, the holidays present managing your online reputation is of the utmost impor-
a tremendous opportunity to welcome new spa-goers into tance—especially during the holiday season.
your universe and reach untapped segments of your com-
munity. More than at any other time of the year, friends Understanding Online Review Demographics
and family give the gift of relaxation and restoration to KEY STATISTICS
loved ones in desperate need of a break from busy, some- l 88 percent of all online reviews come from only four
times backbreaking lifestyles. Many of them know the review sites: Google, Yelp, Facebook and Trip Advisor
benefits of spa but are not intimately familiar with their (BrightLocal)
local spa scene. Where do these thoughtful gift-givers go l 59 percent of buyers use Google to read reviews of
to get the lowdown on the best spas in town? their favorite products and businesses (Bizrate Insights)
You guessed it—they go to online reviews. Waiting pa- l Google is the most popular of all review sites, followed
tiently in their pocket or within an arm’s reach, their by Yelp (BrightLocal)
phone is a gateway to all the gab and gossip surrounding
local businesses. Review sites receive a constant flow of All spa owners and operators should have an understand-
star ratings and reflections from customers whose experi- ing of the eye-opening demographics behind review sites.

The 2022 ISPA Consumer Snapshot Report XI, which sur- Encouraging Positive Reviews
veyed a nationally representative sample of 1,000 respon- KEY STATISTIC
dents in the U.S., found that online reviews shared the top l 72 percent of people wrote a review for a business
spot for the most prevalent external factor influencing a when they were asked to (BrightLocal)
spa-goer’s decision to visit a spa—tied with convenience To say nothing of the harsh impacts of negative reviews
of location. (read on for a breakdown of how to manage negativity on
A look into review site demographics by gender is es- review sites), it is essential for businesses to gather as
sential for a female-dominated industry. According to En- many positive reviews as possible to outweigh the inevita-
terprise Apps Today, 61 percent of Yelp reviews are written ble negative review.
by women. BrightLocal’s 2022 Local Consumer Survey The best way to encourage customers to write positive
shows that not only do women read online reviews more reviews is simple—ask them directly and purposefully
regularly than men, but they are nearly 20 percent more either at checkout or in a follow-up email. Ideally, both
trusting of Yelp reviews than they are of reviews posted on methods involve sending guests to a landing page on your
Google. website that provides satisfied customers with options to
BrightLocal’s survey also displays an intriguing distinc- leave a review on one of the top four review sites men-
tion based on age. Consumers over the age of 44 are ap- tioned earlier.
parently more willing to help local businesses, with 39
percent saying they would only leave a review for a posi-
tive experience and just four percent saying they would
only leave a review for a negative experience. Meanwhile,
consumers aged between 18 and 44 years old were both
the least likely to leave only a positive review and the
most likely to leave only a negative review. This demo-
graphic is also more likely than its elders to leave a review
after a negative experience than a positive one.
Percentage of Yelp’s users who belong

to the following age brackets:
(yelp-press.com)
40%
34% AGE 55+
AGE 35-54
24%
AGE 18-34
Review sites receive a constant flow of star ratings

and reflections from customers whose experience
with a local business, whether positive or negative,
motivates them to let the world know.
PULSE POINTS
Take a second to envision the ideal interaction be- l Positive reviews can increase customer spending by 31
tween a guest and your front desk representative at the percent (BrightLocal)
point of sale:
Marketers are well-acquainted with the power of word-of-
l Front Desk Staff: Did you enjoy your visit with us mouth marketing. Intrusive digital ads and podcast-inter-
today? rupting promotions succeed best of all in annoying
l Guest: Oh yes, it was fabulous, and my massage prospective buyers, but the second those buyers hear a
therapist did a fantastic job. recommendation from a trusted friend or celebrity,
l Front Desk Staff: Wonderful, we’re so happy to they’ve caught the scent and will stop at nothing to seek
hear that!* out the recommended product or service.
l *At this point, the Front Desk Staffer hands the vocally Though BrightLocal reports only half of consumers
satisfied guest a printed “thank you” card with a QR code
trust online reviews as much as personal recommenda-
linking to a selection of review site links and a call to
action to leave a review. tions, positive reviews retain tremendous motivating
l Front Desk Staff: We’d love if you would consider power over your local clientele. Here are three ways to lev-
scanning this QR code and leaving us a quick review erage positive reviews and sharpen your marketing
of your time with us today. Your feedback is strategy this holiday season:
immensely helpful for our team as we strive for l Incorporate your average star rating or your most
excellence from start to finish! glowing reviews from Yelp (statistically more trusted
than Google, as mentioned earlier) on the most high-
If your team were to write or print the guest’s name on traffic pages of your website. When listing your rating
the card they receive after vocally acknowledging they or review, include the source (Yelp) and the date of the
were satisfied with their visit, this interaction would make review. Recency bias plays a massive role in the effec-
an even more positive impression. This interaction gives tiveness of positive reviews, as BrightLocal reports that
the spa staff the chance to capture a positive review if the 85 percent of consumers don’t think reviews older than
guest expresses satisfaction, as well as a chance to make three months are relevant.
sure the guest leaves satisfied if they express less-than- l Showcase positive reviews on social media. If your In-
stellar feedback. This interaction will ideally quash neg- stagram feed is more about displaying the beautiful as-
ative reviews before they appear online and potentially pects of your spa rather than text-based guest
harm your spa’s reputation during a critical time of year. feedback, utilize Instagram stories and unique filters to
If you secure the guest’s email address in the booking add an air of quality to the story. Again, including the
process or at checkout, a follow-up email is the next best review’s source and date go a long way here.
touchpoint for securing a good review. The same landing l Include complimentary reviews in your marketing
page your QR code sent them to can be hyperlinked in the emails. For example, a tasteful Valentine’s Day promo-
follow-up email to make it as easy as possible for them to tional email would be a well-suited destination for a
offer positive feedback. Additionally, enticing the guest positive review left by someone who gifted a spa day to
with a discount on their next service or a similar incentive their pleased partner over the holidays.
for leaving a good review multiplies the likelihood they
will follow through. Preparing for Holiday Season Reviews
KEY STATISTIC
Incorporating Good Reviews into Marketing l 54 percent of users claim customer service as the most
Strategy relevant factor on Yelp (Enterprise Apps Today)
KEY STATISTICS Laughing and singing aren’t the only sounds accompa-
l 98 percent of consumers read online reviews when nying sleigh bell songs throughout the holidays. Unfor-
deciding whether to use a local business’ services tunately, the holiday season brings a surge of negative
(BrightLocal) emotions as well, which could potentially be reflected on
l 74 percent of consumers say reviews increase their review sites if protocols aren’t in place to pacify unsatis-
trust in a company (Finances Online) fied guests before they leave the premises.

“Ignoring negative reviews can be
detrimental to your spa’s public perception.”
In the spa world, customer care is everything. Stressing Respondinging to Negative Reviews
the importance of customer satisfaction to your team this KEY STATISTICS
holiday season will have a ripple effect on your spa’s online l 94 percent of potential customers admit a single
reputation, which is the resource many unacquainted holi- negative review can deter them from visiting a
day clients will find when researching local spas. When business (BrightLocal)
searching for the top local spa, gift-givers may not have l 89 percent of consumers are “highly” or “fairly” likely
many options in their area. As such, a spa with even three to use a business if it responds to all of its online
and a half stars on Yelp or Google’s five-star scale will get reviews (BrightLocal)
the researcher’s first look over a spa with three stars. If a spa l 53 percent of consumers expect responses to
boasts four stars or higher in a sparsely-spa-populated area, negative reviews within a week (BrightLocal)
prospective gift-givers will likely look no further.
Conversely, if your spa’s reviews begin to display a con- Ignoring negative reviews can be detrimental to
sensus of negativity, it may be time to take an honest look your spa’s public perception. As a spa leader, addressing
at your spa and make a change where it’s hurting you negative reviews promptly and professionally is
most. If you feel the negativity online is unwarranted, the essential to maintaining a positive online reputation
practices outlined below will give you a game plan for re- and attracting new customers this holiday season and
sponding intentionally to negative reviews. beyond. n
How to Manage Negative Online Reviews:

1. Prioritize addressing negative 4. Identify yourself and your team: 7. Offer to take the conversation
reviews: Taking the time to respond to In your response, introduce yourself and offline: Provide your contact information
negative reviews is crucial. Spa profes- your role within the spa. If you’ve del- and suggest taking the conversation
sionals and their teams must understand egated the responsibility of checking up offline to further resolve the issue at hand.
that, even if your spa is well-prepared and on reviews, ensure the team member Use this offline opportunity to discuss
beautifully set up, negative reviews can responding also introduces themself and potential solutions such as discounts or
deter potential customers and make your provides their position on the team. refunds if appropriate.
hard work all for naught. 5. Empathize and show understanding: 8. Consistently respond to all reviews:
2. Respond promptly: Timing plays an Display empathy, understanding and Continuously engage with both positive
important role in the world of online patience when addressing the unhappy and negative reviews, as most consumers
reviews. Quick responses minimize the customer’s concerns. Use phrases like are more likely to patronize a business
visibility of negative reviews to potential “We apologize” if you are comfortable that responds to all online reviews.
customers and project the impression accepting responsibility for the reviewer’s Potential customers closely observe your
you’re on top of ensuring guests are qualms, or “We’re sorry” to convey responsiveness, which is even more
happy. empathy without necessarily admitting glaring during heightened seasons of
3. Maintain a professional tone: Don’t fault. online traffic like the holidays.
take negative reviews personally. View 6. Uphold company standards and 9. Monitor online conversations:
them as opportunities to demonstrate values: Defend your spa’s standards and Regularly monitor review platforms and
your commitment to customer satisfac- values while addressing the issue. Humbly social media channels to stay informed
tion. Respond cordially, professionally and request another chance to provide a better about new reviews and comments in the
sincerely to portray your dedication to re- experience while upholding those values. wake of the holiday season. Address issues
solving issues. Review site onlookers will appreciate your promptly to prevent negative sentiments
devotion to excellence. from going unaddressed into the new year.

A Conversation
with Taylor Fields
BY K R I ST I N E H U F F M A N
Throughout 2023, Pulse will feature interviews with experienced practitioners whose insights about spa specialties will
help facility leaders to recruit, engage and retain staff members.
Kristine Huffman for Pulse: You started off in the industry position where I was suddenly in a position where my peers
as a spa attendant. How did you get that job? were reporting to me, but I think a lot of my success can be
TAYLOR FIELDS: I made an effort to meet property leaders attributed to caring and treating people with respect. Also,
through social events and interactions in my neighborhood I’m always curious. It helps me be prepared for any type of
and learned more about the resort. Once I graduated high call or interview or meeting. I don’t like to go in and just
school, I applied at the property and listed one of them as wing it. I strive to be a continuous learner.
a personal reference.
Pulse: What are things that you do to build your team?
Pulse: You are now the corporate director of spas for PCH TF: First, it starts with pulling together the spa leaders in
Hotels & Resorts. Can you tell us a little bit about how you our organization. People need to feel the trust is a two-way
became so successful? street. Once you’re able to get a team aligned to a greater
TF: When I wasn’t attending to spa guests, I was out in mission, you can dive down into more specific tasks in the
the retail area or engaging with the front desk and getting operation. At PCH, we provide hospitality with heart and
involved with more aspects of the spa operation. When soul and understand just how transformative a spa experi-
I started as a supervisor, I had a lot of angst going into a ence can be. I remember working in operations, caring for a
“The spa is a business and there might be a financial

statement or some KPI metric that we’re looking at, but that
only represents a point in time. We’ve got to remember that
there’s a person behind every one of those numbers. You
need to balance business metrics and the needs of the team.”
—TAYLOR FIELDS
As corporate director of spa, wellness and retail, Taylor Fields works with a PCH Hotels & Resorts team with many training opportunities and programs available
to develop their careers.

guest who just lost a loved one, or someone who just got service basis. It is a conundrum to figure out how to
married, or someone who had their first facial and never felt compensate somebody for development time, so they don’t
more confident. I’m constantly reminding the spa providers end up losing money.
that we’re seeing a new person every hour. We can’t be- TF: Our leaders have done a great job structuring training
come transactional and lose sight of all touchpoints. in these cases. It doesn’t have to be long, but just taking 20
minutes and going through the monthly financial statement
Pulse: You studied business while you were working in your and highlighting different key points or discussing goals for
first spa. How did the experiences complement each other? the year helps keep them engaged in the broader picture.
TF: I think one of the biggest challenges for many spa
leaders is having business acumen and the ability to read Pulse: When someone is hired or promoted into to a
financials to identify opportunity. Often, people come up supervisory role at PCH, are there course requirements?
through the ranks with single specialties. Spa leaders juggle TF: Yes, when someone’s promoted the department head
so many things: You've got to master being the financial, assigns that person to the initial coursework. We have a
marketing, HR and retail person wearing many hats! It variety of training opportunities including our Level Up
really encompasses so many different aspects of business. Mentoring Program.
Basic business courses in accounting and HR can help. I was
fortunate to learn skills in business school that I could use Pulse: If you were asked to participate in a career day at a
right away in my day job. local high school, what would you tell the students?
TF: That there are two specific questions to ask yourself to
Pulse: What kinds of things do you offer your team help you discover your passion. And the first one is: If you
members to help develop and grow? had all the time and money in the world, what would you
TF: We’re fortunate to have a corporate director of learning do? Second: What makes you happy and brings you fulfill-
and development who has created PCH University, an online ment? Also, for students, it’s important not to be afraid, if
training platform. Say I’m a new supervisor, I can go to this you get into a job that you do not enjoy, that you are stuck.
training catalog and see what’s out there. The supervisors Nothing has to be permanent.
are the company’s biggest investment opportunity. If they And then I’d tell them that the world of hospitality is
aren’t not given those learning opportunities, you’ll see a lot unique because it encompasses so many different areas.
of turnover in that position. The hotel has everything from the rooms, the restaurants,
I occasionally have a massage therapist say to me that events, food and beverage. And then there is the spa with all
their goal is to become a spa director, and I always love its different specialties. I think the learnings and experiences
hearing that. But then my challenge is, how do I even start in hospitality can be fulfilling and can be applied, no matter
this? This provider is busy in the treatment room. How can what you might do or where you might go.
I help them carve out time for training? I don’t want some-
one’s interest to go unnoticed and for them to then end up Pulse: I’m listening to my colleagues in the spa industry
staying in the treatment room or, worst case, quitting. complain these days about recruiting and retaining people.
Have you had that experience yourself and do you have any
Pulse: I think you’ve put your finger on it because a lot of advice for other operators and owners?
service providers are usually compensated on a fee-for- TF: One pain point in our spas is that they are always look-
ing for at least one more provider. But some of our greater
challenges have been finding front desk and spa attendants.
We have to get creative. We need to be getting into high
schools and spreading the word. As far as recruiting pro-
viders, one of the new post-pandemic demands is building
their own schedule that fits their lifestyle. I’ve seen many of
our properties go from full-time rosters to having a lot of
part-timers. Our operators have learned how to get creative
with scheduling flexibility.
One of our big initiatives to is to be more present in
massage and esthetics schools. Students are often taught to
focus on being an entrepreneur, to leave school and open
PCH Hotels & Resorts team members take part in ongoing training. their own places. That’s great, but I don’t think people

A Conversation with Taylor Fields
“Spa leaders juggle so many things: You’ve

got to master being the financial, marketing,
HR and retail person wearing many hats!”
—TAYLOR FIELDS
realize the marketing budget you’ll need. You’re doing the someone, let them see what we’re about and help them feel
laundry, making the appointments, paying rent. We provide good about coming to our location.
great training including complimentary continuing educa-
tion. We buddy you up with a mentor. We’re taking on the Pulse: Do you have anything else you’d like to share with
laundry costs, product cost, booking all the appointments. our readers?
Most hotel and resort spas have a large marketing budget TF: The spa is a business and there might be a financial
for the property, something that would be tough for an statement or some KPI metric that we’re looking at, but
individual to take on. that only represents a point in time. We’ve got to remember
We have to promote our properties in a completely differ- that there’s a person behind every one of those numbers.
ent manner, convince the providers that we’re not trying to You need to balance business metrics and the needs of
see how much we can get out of someone. Instead, we’re the team.
creating an environment for someone to be able to do their My advice for new leaders is that sometimes things have
best job. We want them to be able to be in their career for to be packaged differently to different teams or people
20 or more years if that’s what they want to do. based on their personalities and traits. I also think it’s great
Another thing we’ve done over the past few years is for properties to have a provider acting as an influencer
hosting on-site continuing education with a licensed CE to get everyone behind an initiative. Because, as we all
trainer. I open that up to local spa providers and I’ve been know, once they’re in the treatment room, we have to be
able to hire from these events. One provider can earn over able to trust they’re carrying out whatever that initiative
$200,000 in top-line revenue for our properties, so it’s a or process or expectation is. Trust is a core value in our
win-win. For us, it’s been a great way to get to get to know company overall, and trust is vital. n
TAYLOR FIELDS‘S career in the spa industry began in 2008 with no intention that his spa
attendant job would blossom into a love and passion for the spa industry or turn into a
ABOUT
long-term career. Spa attendant eventually evolved into spa concierge, spa supervisor, spa TAYLOR
manager, and spa director positions throughout Taylor’s nine years of working at Birmingham, FIELDS
Alabama’s beautiful Renaissance Ross Bridge Golf Resort & Spa, managed by PCH Hotels & Re-
sorts. Taylor quickly identified that his interests aligned with the spa as he interacted with guests
and golfers from all over the world while also finding creative ways to drive revenue and
guest satisfaction. In 2017, an opportunity became available to serve as corporate director of spa
for PCH Hotels & Resorts, and his role expanded further this year to corporate director of spa, wellness
and retail to encompass retail outlets throughout the locations, fitness centers, wellness activation
across property, groups and associates. Taylor currently serves on the ISPA Board of Directors.
KRISTINE HUFFMAN LICSW, formerly a partner with Hutchinson Consulting, is a semi-retired hospitality
consultant and former ISPA Board member. She brings more than 30 years of experience in hospitality and
human services, including providing leadership, psychotherapeutic services, staff training, program
development and brand direction for the award-winning Canyon Ranch, Miraval and Travaasa Resorts.

RECAP
Implementing Inclusive Gender

Policies & Best Practices
THE SPA INDUSTRY IS KNOWN TO BE A WELCOMING and inclusive community. To that end,
an ISPA Town Hall in September explored anti-harassment and discrimination policies and
training procedures to ensure our transgender and nonbinary guests and employees feel safe and
comfortable within the spa. Panelists included Brennan Evans, senior vice-president of operations
at Trilogy Spa Holdings; Jessica Swartley, spa director at The Spa at Spruce Peak; Catherine Warren,
vice-president of strategic partnerships at Arch Amenities Group; Kristen Eber, owner of The Rose-
finch Spa; and Heidi Smith-Mullen, director of Life in Balance Spa at Miraval Resorts.
ISPA Chairman Patrick Huey joined as moderator.
BRENNAN EVANS JESSICA SWARTLEY CATHERINE WARREN KRISTEN EBER HEIDI SMITH-MULLEN
Senior Vice-President Spa Director Vice-President Owner Director
of Operations The Spa at Spruce Peak Strategic Partnerships The Rosefinch Spa Life in Balance Spa
Trilogy Spa Holdings Arch Amenities Group Miraval Resorts
Changes to spas’ existing policies on members that don’t necessarily agree Kristen Eber is the owner of a
transgender guests and employees with the progressive changes.” single day spa and so her policies are
“There are a few state-regulated Catherine Warren noted, “There specifically up to her. “We are in a very
policies that have been helpful,” have been changes with legislation on progressive neighborhood,” said Eber.
Jessica Swartley said. “In our spa, our state levels with several different states “From the time I opened my doors, it’s
single-occupant restrooms are all now and we have decided to go with the always been an inclusive atmosphere.
unisex. When clients arrive, we give federal government on our own We’ve made some subtle changes on
them the opportunity to choose which personal policy. When we operate our our menu and website to ensure ev-
locker room they feel most comfort- spas, they are private. How we operate eryone feels comfortable. Our services
able in. We do generally try and internally on a private level is up to us, are non-gendered, even our pre-natal
separate our member locker rooms and our policy across the board is services: We speak to the pregnant
from our guest locker rooms as we do about inclusiveness and respect with body, not the pregnant mother. We’ve
have an older demographic of all of our guests.” also put our pronouns on our website,

“It all starts with the reservation: Building
that rapport with them is crucial in being able
to get that type of information in advance.”
and we tend to make it pretty obvious be a male, we identity them as a and it’s important to me that the
that we are an open and inclusive en- female and we share their chosen brands I carry also represent that.”
vironment.” identity with the guest.”
Eber commented, “All of our spaces Chain of command if an issue
Training staff to handle non- are ungendered. We have a changing arises
transgender guests who aren’t room, three non-gender restrooms “We have a spa leader on duty at all
comfortable and a common locker area where hours,” said Heidi Smith-Mullen.
“It starts with the call when booking people are robed.” She shared, “I de- “If an issue arises, employees will
the treatment,” said Eber. “Most cided to remove it from the report to the spa leader, then to
clients are vocal about it as they want equation from the beginning, and we resort manager and general manager,
to feel comfortable in spaces, so get as have not had an issue with a client.” and—if need be—we’ll bring in our
much information as you can.” more senior leaders and legal.”
Warren echoed that sentiment. Marketing and how we represent “Our front desk manager is the first
“It all starts with the reservation: inclusivity point of contact if an issue arises and
Building that rapport with them is “All marketing has to be at the then it defaults to me,” said Eber. “We
crucial in being able to get that type appropriate place at the right time,” have our values, and we haven’t had
of information in advance.” said Warren. “I think a more subtle anyone push back yet. We get more
“We are taking a strong look at our and respectful way is the best clients because of our values.”
entire training module at all of our approach, for example hormonal skin. “Overall, everyone is empowered
locations to generalize it more to A client could be in the middle of and trained on our guest recovery
reduce the pressure for our staff,” transitioning, or you could have a policy,” said Warren. “If something
stated Brennan Evans. “It’s a piece of client who has a hormone imbalance escalates, they report to their direct
the discrimination and harassment due to menopause: Market those supervisor. We document the issue
policy and we’re working to clearly products in a way that includes after it is resolved so we can learn
define that area.” everyone.” from those cases and we share it
Eber shared, “We try to be inclusive with our other properties and make
Guest gender preference and non- of everything, from our social media amendments because, from every
binary or transgender associates pages to signage. … I try to have fair incident we run into, it’s always a
“There are so many different cultures and equal representation of all humans learning opportunity.” n
and different points of view when it
comes to gender,” said Warren. “It’s Members may view the Town Hall in the On-Demand Learning Library
under the Resources tab on the ISPA website.
important, still, to personally get as
much information as you can. Being
respectful to everyone is a challenge,
but the more information you can get,
A SPECIAL THANK YOU to our Town Hall sponsor, Book4Time,
the better off you’ll be upon arrival.”
for enabling this thoughtful and timely discussion and for
“We honor the gender identity of
sharing their 21 Marketing Tips & Strategies for Your Spa Guide
that employee,” stated Evans. “If they to all attendees.
identify as a female and they used to

SNAPSHOT SURVEY
SOCIAL MEDIA IN THE WORKPLACE

THE SEPTEMBER 2023 ISPA SNAPSHOT SURVEY asked respondents to share details about
their spa or company’s social media strategies and policies. The survey response highlights
who manages the social media accounts, the most popular social media platforms used,
areas promoted on social media and advertising on social media.
THE PLATFORMS
AND HOW SPAS Q Which of the following social media platforms does your business
currently utilize?
POST CONTENT SOCIAL MEDIA PLATFORMS UTILIZED

AN ACTIVE SOCIAL MEDIA presence 91%
FACEBOOK
is critical for spa brands. Used nearly 89%
universally by spas and affiliated 99%

INSTAGRAM
businesses is Instagram, at 99 percent. 96%
Other widely-utilized social media
25%
platforms for spa industry brands TWITTER
25%
are Facebook (91 percent) and
LinkedIn (54 percent). 54%
LINKEDIN
It’s important to have a dedicated 71%
individual responsible for managing 14%

TIKTOK
social media accounts. Nearly half 46%
(45 percent) of spa respondents said
16%
a non-spa resort/hotel employee YOUTUBE
61%
manages their social media posts,
and another quarter (25 percent) of 1%
WECHAT
respondents said a third-party social 4%
media administrator manages their 0%

NONE of the ABOVE ALL SPAS
accounts. 4% RESOURCE PARTNERS

SHARE-WORTHY PROMOTIONS
LOOKING AT THE TYPES of updates promoted via social media, nearly three in four (72 percent) respondents said they
showcase the spa’s layout and décor, with a similar proportion (68 percent) featuring retail products. About three of five
(59 percent) use social media to post job openings.
Q Which of the following areas is your business promoting via social media?
PROMOTED VIA SOCIAL MEDIA

ALL SPAS RESOURCE PARTNERS
Celebrating employee Celebrating employee
32% 35%
achievements achievements
Client testimonials 37% Client testimonials 88%
Featured retail products 68% Customer discounts or pack-

ages that extend savings 50%
Job openings 59% Job openings 42%

Philanthropic partnerships/
51% Live demonstrations
giving back efforts 46%
or conversations
Promoting open appoint- Philanthropic partnerships/
31% 31%
ments/availability giving back efforts
Recognizing new hires 15% Recognizing new hires 15%
Service discounts or pack-
ages that extend savings 52% Seasonal specials 42%
Showcasing the spa’s 72%

layout and decor Spa partnerships 54%
REGARDING MARKETING EFFORTS to promote social REGARDING TYPES OF VIDEOS resource partner respon-
media presence to guests, four of five (80 percent) respondents utilize on social media, three-quarters (75 percent) of
dents said they use links or visual promotion on the spa’s respondents said they use videos taken by an employee, and
website, and half (49 percent) said they use links or visual about two of three (64 percent) said videos shared by cus-
promotion on the spa’s menu. tomers. When promoting their company’s presence on social
media, nearly all (96 percent) respondents said they use links
Q Which of the following marketing efforts, if any,

does your spa have in place to help promote its
or visual promotion to the company’s website. n
social media presence to guests?
MARKETING EFFORTS PROMOTING

Q Which of the following types of videos, if any,
does your spa utilize on social media?
SOCIAL MEDIA PRESENCE TYPES OF VIDEOS UTILIZED ON

SOCIAL MEDIA
Links or visual 80%
Videos produced by a 65%
promotion on the
spa’s/company’s website 96% third-party professional 57%
Links or visual Videos taken 60%

49%
promotion by an employee
75%
on the spa’s menu 15%
Videos shared by 40%
guests/customers
Links included in emails 48% 64%
sent to guests after
booking an appointment 27% 0%
Other
4%
6%
Other ALL SPAS 12% ALL SPAS
Do not use videos
12% RESOURCE PARTNERS on social media
14% RESOURCE PARTNERS
The September 2023 Snapshot Survey collected 250 survey responses from ISPA spa and resource partner members from September
15 to 25. Both spa and resource partners shared advice on lessons learned and tips for success relating to social media promotions, along
with marketing efforts to promote their presence on social media, so be sure to check out their responses in the survey in the Research
Library on experienceispa.com.

ISPA OPEN HOUSE
REJUVENATION SPA
BRINGING WELLNESS AND BEAUTY
MADISON, WISCONSIN
LOCATED IN THE HEART OF WISCONSIN’S CAPITAL, Rejuvenation Spa is dedicated to the art of
achieving its name by providing guests with a restorative wellness experience. “Rejuvenation Spa serves as
an oasis of relaxation and self-care amidst the bustling city life,” says Spa Manager Alexandria Benter.
“Located conveniently within the city, it provides easy access for urban dwellers to unwind and recharge.
With a focus on wellness and rejuvenation, the day spa aligns with Madison’s health-conscious and vibrant
community, catering to those seeking holistic well-being and a respite from the urban hustle and bustle.”
Rejuvenation Spa’s relaxation zone.
Rejuvenation Spa’s interior layout and organization are a zone, private treatment rooms and thoughtfully spaced
testament to its dedication to guest comfort and satisfac- salon stations. This precision ensures a luxurious and revi-
tion. This 5,000-square-foot haven underwent an impres- talizing spa experience from start to finish.
sive renovation in August 2023, enhancing its Designers chose the space’s textural elements carefully
commitment to delivering top-notch service for its valued to create an environment that absorbs sound, fostering an
clientele. Every facet of the spa has a purpose, from the atmosphere of undisturbed serenity. From the velvety up-
expansive retail area to the welcoming spa relaxation holstery to plush towels and luxurious robes, these tactile

details contribute to the sense of pampering and relaxa- area, which displays a carefully curated selection of pre-
tion from the moment guests cross the threshold. mium haircare, skincare, beauty and wellness products.
The well-organized layout simplifies product exploration,
THE GUEST JOURNEY making it easier for guests to find what they seek.
The typical guest experience at Rejuvenation Spa unfolds as
a narrative of relaxation and indulgence. A sense of serenity THE EVOLUTION OF REJUVENATION SPA
envelops guests upon arrival, thanks to the soothing spa A pivotal moment inspired Rejuvenation Spa’s transfor-
music that greets them outdoors. Their journey begins with mation from a modest salon into a comprehensive spa
a warm and hospitable welcome from the attentive staff, and salon with diverse retail offerings—a working
setting the tone for their forthcoming experience. mother’s experience while browsing a limited retail
While awaiting their scheduled service, guests are wel- selection during a hair appointment. Recognizing an
come to explore a vast array of products, complete with opportunity to elevate the guest experience and align
testers for a hands-on experience. Guest feedback consis- their offerings with evolving demands, Rejuvenation Spa
tently highlights their appreciation for the expanded retail embarked on a journey of expansion.
“Every facet of the spa has a purpose, from

the expansive retail area to the welcoming
spa relaxation zone, private treatment rooms
and thoughtfully spaced salon stations.”
Every element of Rejuvenation Spa’s retail space is designed to deliver an appealing and cohesive visual experience.

ISPA OPEN HOUSE
Diversification of the retail selection was the initial
step. Recognizing that guests sought more than just salon
services, Rejuvenation Spa introduced a curated range of
products. These additions catered to changing preferences,
with guests increasingly prioritizing products made from
natural ingredients, free from harsh chemicals.
INVITING AND ENGAGING GUESTS

THROUGH RETAIL
Every element of Rejuvenation Spa’s retail space is de-
signed to deliver an appealing and cohesive visual experi-
ence. Lighting plays a pivotal role, with soft, warm and
adjustable lighting designed to adapt to different moods
and times of the day.
Display arrangements feature natural elements and a
harmonious blend of materials that reflect nature, contrib-
uting to an atmosphere of tranquility. Earthy tones, natu-
ral textures and minimalist design elements further
enhance the spa’s connection to nature, creating a Zen-
like ambiance.
The incorporation of potted plants into the space not Designers chose the space’s textural elements carefully to create
an environment that absorbs sound, fostering an atmosphere of
only purifies the air but also adds natural beauty and undisturbed serenity.
fosters a calming, oxygen-rich environment. This botanical
touch is aligned with Rejuvenation Spa’s belief in the ther- Alexandria. “Two weeks after our encounter at the 2023
apeutic benefits of plants, extending to plant-focused ISPA Conference, we seamlessly integrated Jane Iredale’s
treatments such as botanical facials and massages. makeup products into our offerings. This swift transition
Treatment providers offer personalized product rec- ensured we remained fully prepared to meet our guests’
ommendations after every service, recognizing that each needs during the crucial bridal season, averting any dis-
guest is unique, with distinct skincare and haircare needs. ruption to our services.
The team takes the time to understand these individual “Thanks to the remarkable turn of events at ISPA and
preferences, whether discussing the botanical goodness of our swift actions, we not only overcame the challenges
Aveda or the organic charm of Oway, allowing guests to resulting from [our previous partner's] makeup discontinu-
take the benefits of Rejuvenation Spa home with them. ation but also enhanced our product and service offerings
with the exceptional quality of Jane Iredale makeup.
A FORTUITOUS ENCOUNTER AT THE This experience highlights the invaluable networking
ISPA CONFERENCE opportunities and industry connections that conferences
When Rejuvenation Spa stumbled upon the Jane Iredale like ISPA can offer.” n
makeup booth during the 2023 ISPA Conference in Las
Vegas, one of their most pressing needs suddenly found BY THE NUMBERS:
its solution. This encounter was transformative for the Re- l 1,500 approximate square footage of the
n
juvenation Spa team, as they had been facing a challenge retail space
due to the discontinuation of most of their previous l 4 n treatment rooms
makeup vendor’s line at the end of 2022. The team was l 1 n mani/pedi room
experiencing unexpected hurdles with the old brand’s
l 35 n staff members
new recommended makeup line.
l 73 n percent of existing client retention
“What truly distinguished this collaboration was the
as of Summer 2023
remarkable speed with which it unfolded,” remembers

ISPA OPEN HOUSE SHOP TALK BY SCOT T. GILLIES
RETAIL INSIGHTS FOR SPAS

Shining a Light on Retail
5 Illuminating Secrets to Spa Product Sales
USING DISPLAY LIGHTING EFFECTIVELY in a spa’s spotlights, track lighting or adjustable fixtures to draw
retail area can significantly enhance the customer attention to these areas. For example, feature popular
experience and showcase products to be irresistibly or premier product lines or special promotions with
enticing. Here are five tips to achieve great lighting: well-placed accent lighting. Make sure the lighting
1 Consider the color temperature. The color tempera- isn’t too harsh, as it can be off-putting. Use diffusers
ture of your lighting affects how guests perceive or dimmers to soften the light when needed.
products on display. Warmer color temperatures can 3 Layer the lighting. Create a layered lighting design
create a cozy and inviting atmosphere, while cooler that combines ambient, task and accent lighting.
temperatures can provide a brighter, more energetic Ambient lighting provides overall illumination; task
feel. Choose the color temperature that aligns with lighting aids in reading product labels or ingredient
your spa’s brand and the type of products you’re lists; and accent lighting directs attention to specific
selling. Consider adjustable lighting systems to adapt items. This layered approach ensures the space is
to different moods and seasons. well-lit, functional and aesthetically pleasing.
2 Accentuate key areas. Focus the lighting on key 4 Avoid glare and shadows. Glare and shadows can
display areas or products you want to highlight. Use be distracting and make it difficult for customers to
evaluate products. Position lighting fixtures to mini-
mize glare on glass displays and reflective surfaces.
Pay attention to the angle and placement of lights
to reduce shadows on products. Additionally, use
anti-glare coatings on display surfaces, where
appropriate.
5 Match lighting to product types. Different classes of
products may require customized lighting approaches.
For example:
l Skincare and beauty products: Use soft, diffused
lighting to enhance the visual appeal of packaging
and product details.
l Jewelry and accessories: Utilize focused, directional
lighting to make gemstones and metals sparkle.
l Aromatherapy and wellness products: Consider warm,
soothing lighting to create a calming atmosphere.
“We utilize a combination of soft, warm H Bonus tip: Don’t let the lights dim! Remember to
and adjustable lighting to cater to differ- maintain your lighting system regularly to ensure
ent moods and times of the day. Special it functions properly and maintains the desired
ambiance. Periodically review the effectiveness of
attention is given to eliminating harsh,
your lighting design and adjust as needed based on
fluorescent lighting, ensuring that our customer feedback and sales data to continually
guests feel comfortable and stress-free.” enhance the shopping experience in your spa’s
— Alexandria Benter, Rejuvenation Spa retail area. n

MEMBER NEWS
Featured in the Media

1. Nemacolin owner and CEO Maggie Hardy has topped CIOLook
1
Magazine’s 2023 list of most influential leaders in hospitality. The global
business magazine platform, which explores perspectives of successful
entrepreneurs and innovators, published an in-depth interview with
Hardy. Nemacolin has a reputation for unparalleled guest experience
and personalization through its equestrian center, championship golf
courses, award-winning spa, fitness center and more. “There has never
been a concrete vision for me with the future of Nemacolin,” says Hardy.
“I don’t want to achieve a vision and stop there. I want to keep going.
Bigger, better, the best in the world. I never want to quit looking at ways 2
we can grow the resort for our guests, members and associates.”
2. Sheila Johnson of Salamander Resort & Spa recently appeared on
CBS Sunday Morning to discuss her professional journey to becoming
America’s first black female billionaire and her upcoming memoir,
Walk Through Fire. The title of her book and and the name of the five-
star luxury resort both are inspired by the legend of the salamander that,
according to Greek mythology, is the only animal able to walk through
fire and survive. The book shares her deeply personal journey through
love and loss, tragedy and triumph—an inspiring story of overcoming
toxic influences, discovering her true self, and at last finding happiness
in work and life. 3
3. Kim Cattrall, perhaps best known as Samantha Jones in HBO’s Sex and
the City, graced the cover of Vogue Greece’s Bold Women issue with
Yon-Ka Paris. To achieve the actress’s stunning look, her makeup artist,
former esthetician Kyra Panchenko, focused heavily on Cattrall’s skin.
Keeping the look “really young and fresh,” she started by cleansing Kim’s
face with Yon-Ka Micellar Cleansing Water, followed by a facial massage,
and finished Kim’s skin prep with Yon-Ka Vital Defense Anti-Pollution
Shield Day Cream and Yon-Ka Phyto Contour Anti-Fatigue Eye Cream.
Partnerships
l Montage Healdsburg hosted Harvest Wellness Weekend this fall, inviting
guests to nurture their body, mind and spirit over a weekend dedicated to
growth. Harvest season is the culmination of a year’s worth of hard work
in the vineyards, and guests honored the fruits of their personal growth
journey participating in wellness events like sound therapy, wine tasting,
meditative painting and transformative yoga. Participant gifts included
product from vendor partners like TARA Spa Therapy, Wella, Lola’s
Apothecary, Valmont Cosmetics, European Spa Source and Mansfield
International.

SHARE YOUR MEMBER NEWS
ISPA@ISPASTAFF.COM
New Openings & Offerings

1. Massage Heights has signed a franchise agreement in the northern San Diego 1
market, with a Retreat in Encinitas slated to open by the end of 2023. Behind
the new agreement are avid consumers-turned-longtime-franchisees, Mitchell
and Deborah Simon. After being franchisees of the brand for a decade, the
Simons have further reinvested into Massage Heights with a franchise
agreement for their fifth location. “Working with Massage Heights the last 10
years has been rewarding as we’ve been able to make an impact on so many
individuals,” said Mitchell. “Personally, I have been receiving both massage and
facial services since I was a teenager and have experienced the power of these 2
therapeutic relief services. Being a multi-unit owner has allowed me to scale
more efficiently, which ultimately enables me to help more people.”
2. Technogym recently opened a new Technogym Benelux in Rotterdam,
Netherlands. CEO and founder Nerio Alessandri said the location will be “our
new hub for the new era to keep providing our customers the best products,
engaging experiences, superior service and education.” The center comprises
more than 16,000 square feet of space for clients, partners and stakeholders
to explore the Technogym Ecosystem of connected smart equipment, digital 3
services and on-demand training experiences. The center has space for one-
on-one trainings, seminars and workshops to leverage the educational
component of Technogym solutions.
3. The Carlsbad, California-based Park Hyatt Aviara Resort’s $60 million
resort-wide renovation has resulted in the grand opening of Miraval Life in
Balance Spa Aviara. This mindfulness experience along Southern California’s
4
picturesque Pacific coastline is the only Miraval Life in Balance Spa location
outside of a Miraval resort, joining the brand’s award-winning destination
resorts in Tucson, Arizona; Austin, Texas; and Lenox, Massachussets.
4. Anatomie Fashion soared to new heights this summer, hosting pop-ups across
the globe, including locations in Venice and Sardinia, Italy; Aspen and Menlo
Park, USA; and Munich, Germany. These temporary shops are active for just
three to 12 months at a time, but those expected to remain open through the
end of 2023 include the Carillon Hotel and Spa (Florida) and Four Seasons
Resort Scottsdale (Arizona). The European-made luxury travel leisurewear
brand combines high functionality with fine materials, a contemporary style
and innovative features for the active and adventurous.
5. Beloved Sensual Care continues to encourage sexual wellness as a priority in
5
easy and fun ways through the introduction of The Beloved Subscription. This
offering delivers the customer’s choice of serums and supplements in discreet
packaging on a monthly or bi-monthly basis. Each delivery is accompanied by
a rotating selection of unique gifts with purchase. The program benefits not
only customers but also distribution partners, who earn passive revenue for
the lifetime of the subscriptions under the Forever Beloved affiliate agreement.

MEMBER NEWS
Giving Back
1. ReadyCare Industries has contributed to multiple Maui recovery efforts, 1
including $2,000 to the Hawaii Hyatt Fund for Maui (supporting Hyatt
employees who have been affected by the fires) and $1,000 to the Maui Spa
Fund. The company has also donated DoveLok brackets to Give Kids the World
Village in Kissimmee, Florida. The property is an 84-acre nonprofit “storybook”
resort, located near Central Florida’s most beloved attractions, where critically
ill children and their families are treated to weeklong, cost-free dream vacations.
2. FarmHouse Fresh has launched “FHF x The Smurfs: Limited Edition Collab”
with $1 from each purchase benefiting the FHF Smurfy Ever After Animal
Rescue Project. This philanthropy initiative is dedicated to saving and
rehabilitating urgent animals in need. The six-piece skincare collection brings 2
fresh-grown FHF botanicals, exotic blue organic plants and organic fruits
together, all wrapped in the whimsical wonders of the Smurf forest. The
initiative also invites animal lovers to participate—“Smurf into action”—through
additional donation challenges and pet selfies, bringing additional funds and
awareness to the cause.
3. Massage Heights has created the Massage Heights Family Fund, a lifeline for
franchisee team members facing overwhelming circumstances and challenging
times. In 2023, the Family Fund has granted nearly $10,000 to make a difference
3
in the lives of massage therapists and estheticians. These grants have covered
emergency medical procedures, personal injuries, housing needs and more.
Celebrations & Renovations

1. Eminence Organic Skin Care’s Yuzu Body Oil has won an Allure Best of Beauty 1
Award for 2023 in the “Clean” category. This is the fifth year in a row that an
Eminence product has received the designation. To celebrate, Eminence team-
members behind the product’s success shared yuzu citrus donuts.
2. The Florida Spa Association hosts its “SPAliday Cheer” event November 15 at
Carillon Miami Wellness Retreat. The event will feature cutting-edge hi-tech spa
experiences, innovative resource partners expo, a collaborative silent auction
sponsored by ISPA and FSA, delicious hors d’oeuvres and cocktails. In addition to 2
networking and holiday cheer, guests will learn about FSA membership and how
the association supports the Florida spa community.
3. Kerstin Florian International celebrated its 45th anniversary during a confer-
ence in Stockholm. Surrounded by partners in Scandinavia, the company 3
shared product news and new treatment concepts, and CEO Helena Carlsson
led discussion centered around the question, “How does your spa become an
attractive and profitable workplace?” n
SHARE YOUR MEMBER NEWS ISPA@ISPASTAFF.COM
News and events mentioned here may have been modified since editorial content was finalized.

ISPA FOUNDATION FOCUS
Questions You’re
Not Expecting
1
What’s cooler than… a cucumber facial? You are, if you’re one
of the spa heroes who fills out the ISPA U.S. Spa Industry Survey
every year.
2
What’s hotter than… a sauna during a snowstorm? All the
great industry insights we discover once the survey is complete.
TODD SHAW WILL SAY WHATEVER IT
3
What’s easier than… finding serenity in your spa’s relaxation TAKES TO GET YOUR ATTENTION.
area while your kids are home for holiday break? Taking 20
minutes this coming January to make sure YOUR spa business
is represented in the survey.
4
What’s more awkward than… a yoga mat with a built-in
whoopee cushion? Having to explain why you ignored the
survey invitation if you miss the deadline.
5
What makes me happier than… a massage therapist who
speaks with their hands (not with their mouth) during the “Your spa’s data
treatment? Hearing spa leaders say, “Sure, Todd, I’d love to fill
out that Spa Industry Survey.”
isn’t just
Every year, the ISPA Foundation teams up with the data research information;
legends at PwC to uncover the secrets of our enchanting industry.
This survey is no small feat: It’s a colossal investment in finding
it’s the currency
answers to the mysteries of the spa universe. And the data we receive of progress—your
has been helping the spa industry grow strategically for more than
two decades. contribution fuels
On the next few pages, you’re going to learn about the 2023 U.S.
our industry’s
Spa Industry Study. You’ll also read about your opportunity to take
part in the 2024 Survey starting next January. It’ll be a lot more than growth.”
“5 Questions,” so thanks in advance for making it a priority. n — Todd Shaw, ISPA Foundation Chair
ISPA FOUNDATION BOARD OF DIRECTORS

OFFICERS DIRECTORS IMMEDIATE PAST CHAIR HONORARY
CHAIR Patrick Huey Frank Pitsikalis FOUNDATION
Todd Shaw ISPA Chair Agilysys BOARD MEMBER
Fountain Life Deborah Szekely
Kelleye Martin
ISPA MEDICAL ADVISOR Rancho La Puerta
VICE CHAIR ISPA Vice Chair
Brent A. Bauer, MD
Ella Kent Lynne McNees Mayo Clinic
The Spa at ISPA President
Sea Island

INDUSTRY RESEARCH
Setting the Standard: Benchmark Data

Report Reveals Key Spa Industry Insights
ISPA Foundation Partners with PwC for the ISPA U.S. Spa Industry Study
THE SPA INDUSTRY ENTERED 2022 for businesses with multiple spa locations. For infor-
STILL FACING CHALLENGES from the mation about Study methodology, members should view
effects of the pandemic. Though spa the full 2023 ISPA U.S. Spa Industry Study report in the
operating hours were no longer hugely Research Library on experienceispa.com.
affected by the pandemic, other issues
had emerged, such as staffing difficulties Operational Value of the Study
and price inflation. A PwC-prepared Operational predictors and direction are immensely
report on the 2023 ISPA U.S. Spa Indus- valuable to industry leaders, including spa owners,
try Study focuses on how the industry operators, investors and policymakers. Here’s why:
met the challenge of sustaining the l Strategic planning: Spa businesses can use the data
momentum in the recovery from the pandemic. In the to make informed decisions about expanding their
following pages, we will review some of the main findings services, locations or marketing efforts.
in the 2023 report and consider its utility in predicting l Competitive insights: Understanding industry trends
and informing decisions about growth of individual spa and competitors’ performance helps spa leaders stay
businesses and the spa industry as a whole. Note that, while ahead in the market.
the Study and related report focus on the spa industry in the l Investment decisions: Investors and financial institu-
U.S., many of its themes and findings are applicable to the tions use this data to assess the viability of investing in
global spa community. the spa industry.
l Policy development: Policymakers can rely on industry
History and Methodology of the U.S. Spa studies to craft regulations and incentives that support
Industry Study the growth of the spa sector.
First conducted in 2000 to assess the spa industry in 1999, l Educational resources: Industry associations and
the Spa Industry Study is now an annual initiative to eval- academic institutions can use the data for research
uate and benchmark the health and direction of the spa and educational purposes.
business community. The Study is the ISPA Foundation’s
largest annual research investment and is made possible by “Big Five” Statistics
the support of ISPA members. The report has several components covering a wide range of
Throughout the 24-year history of the Study, the ISPA data. Perhaps the most eagerly anticipated each year—and
Foundation has partnered with PwC to ensure consistent certainly the most widely cited in popular media—is the list
data expertise. As a leading global professional services firm, of “Big Five” statistics:
PwC is known for its proficiency in market research and l Number of establishments
data analysis, which is invaluable in producing accurate and l Revenues
comprehensive industry reports. l Number of visits
The estimates for key statistics in the 2023 Study are l Revenue achieved per visit
based on responses relating to 2,829 establishments. l Employment
Those establishments were based on 438 survey returns In 2022, “Big Five” numbers were strong. Total spa indus-
submitted for either single locations or composite returns try revenue is estimated to have risen 11.1 percent to $20.1
Members may access the complete 2023 ISPA U.S. Spa Industry Study
in the Research Library, found in the Resources tab at experienceispa.com.

INDUSTRY RESEARCH
billion in 2022. An estimated 181 million spa visits were The differences in average prices by type of service have
made in 2022, eight million more than in 2021, when spas been consistent over the past five years. It should be appreci-
received 173 million visits. The number of spa locations ated that these are estimated average prices that will vary
increased from 21,510 in 2021 to 21,790 in 2022. Average across spa establishments depending on type, location and
revenue per visit posted a strong increase, up from $104.50 other factors. The average price per massage in 2022 ($111)
in 2021 to $111.50 in 2022. Total employment is estimated to was five percent higher by comparison with the 2021 aver-
have increased by 4.6 percent. With a 5.3 percent rise, full- age. The average price for facials in 2022 ($125) was 11 per-
time employment expanded at a slightly faster pace than cent higher than the average in 2021. Body treatment prices
part-time employment (up 4.3 percent). Contract employ- are estimated to have risen by 22 percent from the prior year.
ment is estimated to have been stable, standing at 15,000 The average prices shown for hair services and nail services
in January 2023. tend to be more variable from one year to the next, due to
smaller sample sizes for spas offering those services. Percent-
Revenue per Visit age changes should therefore be interpreted with caution.
Delving deeper into the average revenue achieved per spa
visit in 2022 (estimated at $111.50, compared with 2021’s Pricing and Availability Strategies
average of $104.50), we find the average spend per visit The Spa Industry Study report identifies a range of
varies by spa type, ranging from $100 for day spa visits to strategies that spa leaders have designed to boost client
$162 for resort/hotel visits. visits and match pricing to service availability and demand.
The average amount clients spend when they visit a The mix of strategies varies by spa type.
spa is influenced by a range of factors, including the mix To encourage client visits, better than one in two spas
of services and treatments that clients purchase and the offer last-minute discounts to fill open appointments.
pricing of those services in a competitive market. Within That strategy is more frequently used in day spas than in
that context, the rise in average spa revenue per visit in
2022 would seem to reflect, at least in part, higher prices AVERAGE REVENUE PER SPA VISIT
per service. 1999 $60.7
2001 $62.5
Price per Service 2003 $64.1
Closely related to the average revenue achieved per visit is
2005 $74.2
the price of services provided during those customer visits.
2006 $84.9
The average price per spa service in 2022 was estimated as
2007 $79.0
$116, up by 6.9 percent compared to 2021. Average prices
2008 $80.4
vary depending on the type of service provided, ranging
from $57 per nail service to $152 per body treatment. At 2009 $85.6
$111, the average price per massage occupies an intermedi- 2010 $85.3
ate position within that range. 2011 $85.7

2012 $87.2
THE BIG FIVE STATISTICS 2013 $89.4

2021 (YEAR END) 2022 (YEAR END) % CHANGE 2014 $88.2
REVENUE $18.1 billion $20.1 billion 11.1%
2015 $90.7
SPA VISITS 173 million 181 million 4.1%
2016 $91.3
LOCATIONS 21,510 21,790 1.3%
2017 $93.7
REVENUE PER VISIT $104.5 $111.5 6.7%
2018 $96.5
2022 (JAN) 2023 (JAN) % CHANGE
TOTAL EMPLOYEES 345,000 360,700 4.2% 2019 $99.5
FULL-TIME 162,800 171,500 4.2% 2020 $97.5

PART-TIME 167,100 174,200 4.2% 2021 $104.5
CONTRACT 15,100 15,000 -0.7% 2022 $111.5

resort/hotel spas. Close to one in three spas vary their prices resort/hotel spas said they were undertaking spa renovations
depending on the date or time of the service scheduled. and/or expansion of their existing spa. Increased spa menu
That strategy is used by almost one in two resort/hotel spas pricing was mentioned by similar proportions of day spas
and less often employed by day spas. Slightly less than and resort/hotel spas. Over one in three spas mentioned a
one-third of spas hide or adjust services available for book- diversity and inclusion strategy.
ing based on staffing availability. The proportion is slightly
higher in day spas than in resort/hotel spas. And Much More
A large majority of spas use one or more of the pricing The complete 2023 U.S. Spa Industry Study report—avail-
and availability strategies listed in the accompanying able free to ISPA members—contains a wealth of statistics,
chart, including both day spas and resort/hotel spas. policies, and data of use to spa leaders. The report features:
l Emerging trends and challenges
Policies and Activities l Market size and industry growth trends
Spas employ many strategies to increase revenue and visits. l Revenue and profitability metrics
When asked about the policies or activities they currently l Employment statistics, including unstaffed positions
have in place, the most frequently cited were loyalty programs, and recruitment difficulties
guest referral incentives and increased spa menu prices. l Role-specific compensation levels and average hours
Day spas were most likely to mention loyalty programs worked per week
and guest referral incentives. By contrast, resort/hotel spas l Insights on consumer preferences and behavior
were more likely than day spas to say they offered an l Spa facility types and ownership structures
online booking option. In addition, higher proportions of l Spa service and product offerings
l Regional and demographic insights n
A renewal of the Spa Industry Study will occur at
the start of next year, and will represent the AVERAGE PRICE PER SERVICE
quarter-century anniversary of the research tool. BY TYPE OF SPA ALL SPAS
DAY SPAS
U.S.-based members should be on the lookout for $203 RESORT/HOTEL SPAS
$195
a survey invitation in January 2024. Remember: $188
$177
The value of the Spa Industry Study is the information
$152
reported by spa community leaders like you.
$124 $125
$116
$109 $111
$97 $100
$94
POLICIES OR ACTIVITIES $85
$80
$72
CURRENTLY IN PLACE $57
$47
LOYALTY PROGRAM 65%
GUEST REFERRAL 54%

INCENTIVES
INCREASED SPA MENU 54% PER BODY PER PER HAIR PER PER NAIL PER
PRICES TREATMENT FACIAL SERVICE MASSAGE SERVICE SERVICE
OFFERED AN ONLINE 51%
BOOKING OPTION SPA REVENUE PER VISIT
SPA RENOVATIONS 37% 2021 $162
2022 $151
DIVERSITY AND $136 $141
INCLUSION STRATEGIES 35%
$112
EXPANSION OF $104 $100
24% $95
EXISTING SPA
PARTNERSHIP WITH A 23%
PHILANTHROPIC ORG.
OUTDOOR/CURBSIDE 10%
TREATMENTS
NONE OF THE ABOVE 3% ALL DAY RESORT/HOTEL OTHER

SOUND OFF
DO YOU EVER WONDER “How do you offer your guests

how your peers would handle a situation? Maybe you’re curious
what other leaders in the spa industry have to say on a certain impeccable experience while
subject. In Sound Off, we ask ISPA members from differing ensuring your less-experienced
backgrounds, countries and companies the same question and
see how their answers compare. treatment providers gain skills?”
JESSICA UNDERWOOD ALLI LURIE ERIC WILKINSON KHIM NEANG

Callaway Gardens Knot Springs Wellness Polo Club of Boca Raton Woodstock Inn & Resort
Resort & Spa Social Club Director of Spa & Fitness Spa Director
Director of Spa Director of Engagement
and Hospitality
“We always ensure our less “At Knot Springs Wellness “With our less experienced “We offer a thorough
experienced providers are Social Club, we believe therapists, I spend a little training with our new hires.
comfortable and confident there is no ‘one size fits all’ extra time going over Our treatment manager
with product knowledge approach to wellness, effective techniques they reviews all the protocols
and protocols before open- rather, ‘one size fits one.’ can incorporate in their with each new hire. They
ing them for services. We Our wellness team is rooted service. I also will check to will also work with other
promote wellness and in the pillars of growth, see the members who are providers and test out by
self-care for our providers, intention and joy, which booking with the therapist performing three in a row
and I have found that allows them to customize and let them know a little before getting on the floor.
swapping services is a great each treatment for the bit about the member and Most of our providers in
way for providers to take guest while staying true what specifically they may the past have been newly
care of themselves. This is to our overall vision. We want to focus on. Good graduated. By the time they
also a great opportunity for offer our teams quarterly communication before the are on the floor, the guest
less experienced providers educational opportunities service with the therapist would not know they have
to observe and learn from in both wellness and can give them a little more less experience than the
one another without hospitality to ensure a confidence so they are not more senior providers. Our
infringing on guests’ successful experience nervous or anxious during treatment rooms are also
relaxation experiences. for all.” the treatment. It may take set up in a way that
Building a supportive some TLC to develop a empowers our providers
environment helps our confident touch to over- to focus on the guest’s
staff to learn and ask come a nervous hand.” experience.” n
questions in a non-judg-
mental space, which leads
to growth and impeccable
guest experiences.”

$749 $879 $969
Now – January 24 January 25 – April 19 Onsite Registration
AD INDEX
ISPA would like to thank the following Pulse

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43 Therabody
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21 Visit Phoenix
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2023 PULSE PARTNERS ARE INDICATED IN BOLD.

ISPA HEADQUARTERS TEAM
THIS MONTH WE ASKED:

“When you are feeling creative, how do you most like to express your artistic side?”
Lynne McNees • President Alexandra Harper-Sharapov • Director of Education
lynne.mcnees@ispastaff.com • 1.859.226.4260 alexandra.harper@ispastaff.com • 1.859.359.8010
“My mom says I’m very innovative in the kitchen. I love to get creative and make “I love baking and usually don’t have a lot of time for it. So, when I’m feeling
something out of what’s on hand. Just don’t ever ask me to make it again!” creative it’s always fun to grab a recipe that I’ve seen in a magazine or online
that I’ve saved and head to the kitchen!”
Crystal Ducker • Vice President
crystal.ducker@ispastaff.com • 1.859.226.4427 Nelson Lane • Senior Marketing Manager
“Bringing new culinary creations to life in the kitchen. My mood and seasonal nelson.lane@ispastaff.com • 1.859.551.3906
surroundings help jumpstart the inspiration for recipes on a whim.” “I enjoy sitting down with my guitar and searching for a tune I like, then building it
into a song. The process of bringing a song to life is like creating a unique puzzle and
Chelsea Compton • Director of Membership solving it all at the same time.”
chelsea.compton@ispastaff.com • 1.859.226.4334
“I love to try new things, so every few months I will experiment with a new creative Jessica Roberts • Marketing Specialist
outlet. I have recently tried hand lettering, making clay key chains, paint pouring jessica.roberts@ispastaff.com • 1.859.425.5072
and bullet journaling. The one constant: I will always be listening to classical Creating beautiful floral arrangements is one of my favorite ways to express
music while I craft!” creativity. I love the limitless possibilities that I can create.”
Amy Finder • Graphic Designer Samantha Smith • Project Manager

amy.finder@ispastaff.com • 1.859.963.1877 samantha.smith@ispastaff.com • 1.859.219.3619
“I like to make things with my hands, such as art, jewelry, sewing, etc. There is “I love to decorate and refresh spaces around my home. It’s always a fun creative
also something incredibly magical about the co-creative act of improvisational outlet and challenge to reimagine a space.”
dancing with a partner. West Coast Swing is my favorite.”
Marja Walker • Graphic Designer
Scot T. Gillies • Executive Editor marja.walker@ispastaff.com • 1.520.891.3439
scot.gillies@ispastaff.com • 1.859.226.4372 “I’ve always made things, my hands are not often idle. If I have to choose a favorite
“My favorite creative act is writing. It can be imagining a whole new world with medium, it would be fiber, wool especially. I learned the art of rug hooking decades
characters I bring to life in a fictional story, or just wordsmithing a Wikipedia ago. Not the latch-hooking of the ’70s era, this is fabric, cut into strips and looped
entry to make it well-researched and error-free.” into a linen backing, no knots. It’s like painting with wool, so tactile, I love that you
throw them on the floor and walk on them.”
VISION MISSION
To be the leader in promoting and ISPA advances the spa industry by providing invaluable
enhancing the well-being of the spa educational and networking opportunities, promoting the
industry and the people it serves. value of the spa experience and speaking as the
authoritative voice to foster professionalism and growth.
ISPA@ISPASTAFF.COM
EXPERIENCEISPA.COM

STYLING & PHOTOGRAPHY BY ECHOSTARMAKER.COM
“Sleep is the best meditation.” — THE DALAI LAMA
MY CUTE HUSBAND SAYS falling asleep is my superpower. Those of

you who know me well know that I’m an early to bed (yes, very early)
and early to rise (yes, very early) type of person. My dear friend Frank
Pitsikalis believes I live on European time.
The fact is, I’m blessed with a solid sleep schedule that works!
Having that routine is so important. Statistics show that doing so has
tremendous health benefits. We get sick less often when we are
getting adequate rest, and it can even lower our risk for serious health
problems. Sleep can also help reduce stress and improve our mood
and help us get along better with people! (Make sure to read the
Sleep Tourism story on page 30!)
Along with getting up early, I have my morning routine. I have one
delicious cup of coffee, read two papers on my iPad, then do the New
York Times Wordle. (For my fellow Wordlers: I begin each one with
FAITH. I have a 92 percent win stat and have played over 500 times.
I’ve only gotten it in one once, and my average is four.)
Whether you’re a Wordle pro or have never attempted it, try ISPA’s
first custom Wordle below and let me know how you did. There may
be some Kentucky bourbon in your future! n
LYNNE MCNEES,
ISPA PRESIDENT CONNECT WITH ME!
FACEBOOK OR LINKEDIN
LYNNE WALKER McNEES
“Go to bed, you’ll feel

better tomorrow
IS THE HUMAN VERSION OF
Did you try turning

it off and on again?”

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NOVEMBER/DECEMBER 2023 n PULSE.EXPERIENCEISPA.

IN SPASHOW ART, COLOR

industry, have a compelling narrative and inspire SECRETARY/TREASURER

audience. Foundation Vice Chair

2 PULSE n NOVEMBER/DECEMBER 2023

40504 USA. Canadian publication agreement No. 40042114. Thad Hyland

giving ISPA publishing rights. Jeff Kohl

4 PULSE n NOVEMBER/DECEMBER 2023

ARTFUL BY PATRICIA VARGA

30 Sleep Tourism Spa Services

44 Implementing Inclusive Gender

BRENNAN EVANS JESSICA SWARTLEY

2024 ISPA CONFERENCE UPDATE

2024 ISPA Conference

Setting the Standard:

6 PULSE n NOVEMBER/DECEMBER 2023

REJUVENATION SPA Eric Stephenson (second from right).

2 From Your Chairman 40 JobWise 56 ISPA Foundation Focus

ART IN THE SPA IS THE GATEWAY TO SERENITY.

New Look for ISPA Member Directories

These directories recently underwent improvements so

8 PULSE n NOVEMBER/DECEMBER 2023

Want More Pulse?

NOVEMBER/DECEMBER 2023 n PULSE 9

Freshen Up for the Holidays

1 Engage Your Entire Team: Remember to make the

l Visit experienceispa.com and log in.

“Maximize the beneﬁts of your

12 PULSE n NOVEMBER/DECEMBER 2023

Pulse: Your most recent book is the Wall Street Journal

“There’s got to be an area of your life where

NOVEMBER/DECEMBER 2023 n PULSE 13

A CONVERSATION WITH Ryan Leak

Pulse: When should we be asking ourselves the 12

Pulse: You advise leaders to get out of our comfort zones.

Pulse: You are known for motivating business leaders to

“So many people are waiting for

14 PULSE n NOVEMBER/DECEMBER 2023

A CONVERSATION WITH Ryan Leak

BOOKS How Ryan LEVELS UP in His Life

16 PULSE n NOVEMBER/DECEMBER 2023

NIGHTLIFE AND RELAXATION

18 PULSE n NOVEMBER/DECEMBER 2023

Want a uniquely Phoenix

NOVEMBER/DECEMBER 2023 n PULSE 19

DIVERSITY, INCLUSION AND ACCESSIBILITY

20 PULSE n NOVEMBER/DECEMBER 2023

possibilities.” it’s never too late to

2018 Sally HOGSHEAD Amy PURDY

How Art Elevates Your Guests’ Experiences

24 PULSE n NOVEMBER/DECEMBER 2023

NOVEMBER/DECEMBER 2023 n PULSE 25

At Canyon Ranch Tucson, “you’ll ﬁnd art that

26 PULSE n NOVEMBER/DECEMBER 2023

NOVEMBER/DECEMBER 2023 n PULSE 27

can capture your imagination and

A bestselling book published earlier

PATRICIA VARGA is a communicator, author (Create to Heal: A Pathway to Insight, A

28 PULSE n NOVEMBER/DECEMBER 2023

30 PULSE n NOVEMBER/DECEMBER 2023

“If you notice a problem, you have the power to create a

NOVEMBER/DECEMBER 2023 n PULSE 31

Integrating Sleep into

NOVEMBER/DECEMBER 2023 n PULSE 33