by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII You have already done the heavy lifting. You created the perfect job description and scoured the internet. You racked the brains of everyone you know for the candidates, did the interviews, and ran the background checks. You hired the perfect employees and you are watching them thrive! Now, it is time…
Set in a luxurious 70,000 square-foot integrated wellness space surrounded by views of the Atlantic Ocean, the Spa at Carillon Miami Beach offers an empowering approach to treating the mind, body, and soul. As the largest luxury spa on Miami Beach, the Carillon includes indoor and outdoor spaces, the Thermal Experience, an expansive fitness center with more than 40 classes daily, a full-service salon, and a wellness…
Have you ever had the experience of walking into a spa and feeling uneasy? You could have been thinking, "Why am I feeling uncomfortable? What's going on here?" Even if a spa looks great visually, what people experience goes beyond what is seen physically. For example, the spa may or may not be aligned to the cardinal directions, have windows in the east or north,…
In the spa, retail product sales typically contribute between three and 10 percent to gross sales. While it is tempting to focus primarily on the treatments and technology the spa offers, ignoring retail space erodes the bottom line. If the spa is making less than 10 percent of its gross sales from the retail area, the professional is neglecting both the retail space and their…
Incorporating a teenage menu in the spa is a great way to add clientele. While the parents, grandparents, and other family members are receiving their services, their accompanied teenager will be able to receive a service as well. This opportunity is a wonderful way to expose the teenager during their pubescent state to the importance of proper care for their body and skin. Along with…
Welcome to 2017! Are you one of the 53 percent of small businesses that make New Year's resolutions? More than half of business owners say they are more likely to keep business resolutions than personal resolutions. Today's technology makes it easier for spa owners to manage and grow their business without taking time away from the work they love. However, with so many options to…
Owning and operating a day spa is an enormously satisfying career for many men and women. The opportunity to improve the well-being of so many people can be enormously gratifying. Creating a space of serenity and rejuvenation is often a labor of love. However, spa owners and managers are entitled to make a decent living and earn a profit in the process.
Astra Salon, whose name is Latin for "star," has a mission to create an atmosphere that invites clients in and wraps its arms around them. The client's comfort and satisfaction are their top priority. Astra Salon's experienced staff is highly skilled and creative with hair services, skin care, and natural nail treatments. Working as a team, Astra is both inspired and rewarded by knowing that…
In today's modern and ever-changing world of cosmetic technology, skin care professionals are required to understand the skin from a cellular and scientific perspective. Professionals and clients understand the advanced changes that can be made within a medical setting and physicians are realizing the supportive role that professionals can bring to their practices. There are many serious laws and regulations that must be taken into…
The majority of students currently in aesthetic schools are focused on working in a medical setting, although the perceptions are sometimes unclear. There are many benefits to having skin care professionals work alongside physicians, but the line between aesthetic services and medical services must be fully understood.  
Missed opportunities happen even to the best spas. They happen every day and skin care professionals often do not realize how many there are until the missed revenue is more than evident. By minimizing missed opportunities, spa owners can maximize client reach. The process may not feel or be easy at times, but it can be made achievable.
 For most people, sales is often perceived as being sold something at all costs, whether it is needed or not. As such, most skin care professionals find selling to be one of the biggest challenges in their business. They become more focused on treatments and less on retail sales.  
Since the initial rush toward opening day spas began in the 1980s, the appeal of this business idea has not lost steam, even if the number of new players has. Skin care professionals, former spa directors, and even ordinary enthusiasts have all invested time and hard cash into beautiful facilities, both large and small, with the hope of becoming a runaway success.
Nestled in the balsam and birch groves within Hidden Pond, a luxurious and secluded resort in Kennebunkport, Maine, is the Tree Spa. With three treetop treatment rooms, the Tree Spa features a range of therapies that utilize handmade herbal skin care preparations from Farmaesthetics, as well as make extensive use of fresh ingredients handpicked from Hidden Pond's garden.
by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII Every year it seems as if the holiday season has arrived out of nowhere. One minute, the start of summer vacation is being celebrated and then, suddenly, jack-o-lanterns are being replaced with evergreens or dreidels. This holiday season, try some spa management tips to make it through the holiday season unscathed.…
Spa Solage, which is located in Calistoga, California, features a 2,500 square foot expansion to its reception building, including a new indoor and outdoor Relaxation Lounge, expanded men's and women's locker rooms with outdoor showers, an enhanced menu of services and fitness programs, and a redesign of the overall interior décor that features luxurious design elements. These redesigned elements join Spa Solage's impressive roster of…
Every new business owner aspires for consistent progress on their road to success. The smart spa owner will recognize when the timing is right to seize the opportunity to increase market share and formulate a strategic plan to capture it. Strategic planning using sound business tools will help professionals to achieve their goals.
by Mara L. Shorr and Angelica Pierini The world is a diverse place that allows for the enjoyment of cross-cultural interaction. As a result, skin care professionals must be careful when trying to fit their spa’s culture into a sea of sameness because their demographic makeup greatly affects a number of factors including the methods with which the spa is marketed to clients and how…
Sea Island's expansive 65,000 square-foot Forbes five-star spa and fitness center reaches well beyond its four walls, invigorating guests through an array of curated treatments and amenities. From pampering to playful, Spa at Sea Island, which is located in Georgia, offers various therapeutic interruptions to accommodate the needs of every type of guest.
The key to upselling and cross-selling is suggesting value-added products and services that truly focus on clients' needs. Most clients do not want to be sold to, but do want to be serviced and are looking for solutions. The reality is that add-on sales do not just happen; they are carefully planned and executed and can result in significant revenue and profit for the spa.
On a daily basis, skin care professionals are asked about their service offerings. These clients are usually directed to the spa's website or handed a spa menu on a rack card. The client then books an appointment and becomes excited about the service they are receiving. At this point, the client is prepared to spend money, especially since they are spending money on themselves, which…

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