Spa Inc. Fall 2023 by Dovetail Communications

Publications Mail NO. 40026342 • 205 Riviera Drive, Unit 1, Markham, ON L3R 5J8

FALL 2023

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contents

spa news

spa business

Relaxation’s afloat

Maintaining a strong core

features

science of the spa

Soothing the body, mind, & soul

the feng shui of spa tranquility

Groupe Nordik’sThermëa Spa Village Whitby

fresh & new

Fall bring a cornucopia of new products

THE magic touch

in the know Keeping it real

spa star Lori Steglinski: creating curated customer experiences

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between us FA L L 2 0 2 3

Entering Zen

Providing the pinnacle of rejuvenating experiences

Award Winner ISSN 1710 -1727 Volume 19, Number 1 Publisher Susan A. Browne sbrowne@dvtail.com Managing Editor Sean Tarry starry@dvtail.com Copy Editor Brooke Smith Contributors Chris Ryall Brooke Smith Senior Account Marlene Mignardi Executive 905.886.6640 ext 326 mmignardi@dvtail.com

s an increasing number of Canadians continue to intensify the focus and attention that they pay toward their health and wellness, opportunities for spa operators to address these concerns and interests with best-in-class wellness treatments and services are abound. It’s a consumer climate that’s challenging spa operators to raise their standards and enhance the experiences they offer, resulting in a number of establishments pushing the boundaries of relaxation toward the precipice of Zen. Within the fall issue of Spa Inc., we explore the notion of Zen and what’s required to achieve its lofty state, while highlighting some of the spas across the country that are elevating the experiences they offer and creating environments of pure peace and tranquility. We visit 100 Fountain Spa in Niagara-on-the-Lake—a spa that offers a resort-like experience in the heart of Southern Ontario’s beautiful wine country—to learn about its incredible setting, recently renovated space, and holistic menu of treatments and services that are meant to connect guests with nature and the very idea of wellness. Groupe Nordik’s Thermea Spa Village in Whitby, Ont., is profiled, exploring some of the recent challenges that the spa faced, how it dealt with those challenges, and the ways in which it plans to leverage its learnings to grow and enhance its offering in order to continue working toward developing the complete spa experience. In addition, we sit down with Jim Corcoran, Founder of Ste. Anne’s Spa, to find out about the unique history of the 1800s heritage fieldstone country castle located on a quiet country road in the heart of the Northumberland rolling countryside, an hour-and-a-half outside of Toronto. And, with an eye on the current and future state of the spa industry in Canada, industry expert and Director of Spa Operations at 100 Fountain Spa, Lori Steglinski, shares her insights concerning the most pressing challenges faced by spa operators, as well as the opportunities she believes are available to spas to enhance their operations and differentiate themselves from competitors. As always, we hope that you and your teams enjoy the content that we’ve created and that it inspires ideas and the creation of new ways by which the spa guest experience in Canada can be enhanced, raising the industry’s standards, and the health and wellness of Sean Tarry Canadians, to a whole new level. MANAGING EDITOR

Director Stephanie Wilson of Marketing swilson@dvtail.com Production Crystal Himes Manager chimes@dvtail.com Art Director Charlene Everest ceverest@dvtail.com

Published four times a year by: Dovetail Communications Inc. SUBSCRIPTIONS AND RETURNS 205 Riviera Drive, Unit 1 Markham, ON L3R 5J8 President: Susan A. Browne Tel: 905.886.6640 Fax: 905.886.6615 Email: general@dvtail.com PUBLICATIONS MAIL AGREEMENT NO. 40026342 Legal Deposit—National Library of Canada. All rights reserved. No portion of this publication may be reproduced, in all or in part, without the written permission of the publisher. Dovetail Communications Inc. cannot be held responsible for any losses or other damages incurred by readers in reliance on information appearing in Spa Inc. Spa Inc. and Dovetail Communications Inc. do not assume any responsibility for the contents of any advertisement and any and all representations or warranties made in such advertising. Spa Inc. will review unsolicited submissions (hard copy or digital texts, photos or illustrations) for editorial consideration but does not guarantee their publication. The submitted material may be used without consent or payment.

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Check us out online @SpaIncMag Printed on paper with 10% post-consumer waste. This magazine is recyclable. Please recycle where facilities exist.

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spa news

Relaxation’s AFLOAT

Located floating within the Victoria Inner Harbour, peace and tranquility can be found on a World War II–era barge. Named HAVN, the retrofitted aquatic vessel and permanent luxury spa destination opened in June earlier this year, offering a Nordic-style spa experience for its guests year-round. Found at Ship Point pier close to the intersection of Government and Wharf Streets, the 144-foot-long ship boasts an estimated 5,000 square feet of floor area, featuring lush green spaces, cold pools, hot tubs, and hand-built saunas, outdoor showers, a relaxation cabin, an exfoliation shower, a garden patio, and universal change rooms. In short, it’s a suite of services and offerings that promises to immediately set HAVN apart from competitors, helping to create a soothing and unique environment in which to enjoy the comforts and relaxation of self-care.

REPORT: Spa visits

increasing year over year As those operating within the spa and hospitality industry continue to move further away from the suffocating effects of the COVID-19 global pandemic, it seems that growth and opportunity are abound. According to a report developed by Zenoti titled “The 2023 Beauty and Wellness Benchmark Report,” spas are enjoying increases in visitors year over year. In fact, in 2022, the entire range of spa establishments experienced increases in visitors, including spas (18.6%), full-service medical spas (19.2%), limited-service medical spas (17.2%), and membership-based spas (14.1%). The report highlights the continued growth of e-commerce and proliferation of the use of gift cards in Canada as key contributors toward the growth of spa visits over the past year, suggesting that 2023 data, when it’s available, will reveal a similar trajectory going forward.

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In 2022, the entire range of spa establishments experienced increases in visitors, including spas

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spa news NEW NORDIC SPA OPENS IN NOVA SCOTIA A vision to bring the unique hydrothermal spa experience to residents of Nova Scotia has been realized with the opening of Oceanstone Resort—a beautifully serene coastal destination that’s open year-round for visitors seeking revitalization and relaxation. Located near Peggy’s Cove, among stunning picturesque landscape, the boutique spa offers an extensive spa menu, including a range of massages and treatments that are administered within several treatment huts. In addition, the spa features two warm vitality pools, an arctic plunge pool, a Kneipp River walk, a salt-inhalation hammam, an aromatherapy sauna, outdoor showers, fireside recovery areas, a meditation den, an experience shower, and garden spaces that have been beautifully designed to elicit relaxation and tranquility for guests. And, a nourishment and hydration area and a state-of-the-art fitness facility are also available, making the Oceanstone Resort a truly holistic destination for healing and rejuvenation.

Québec spa receives upgrade investments It was recently announced by the Honourable Greg Fergus, Member of Parliament for Hull-Aylmer and Parliamentary Secretary to the Prime Minister and to the President of the Treasury Board, on behalf of the Honourable Pascale St‑Onge, Minister of Sport and Minister responsible for the Canadian Economic Development (CED) for Québec Regions, that a non‑repayable contribution of $100,000 has been made to the Koena Spa et bains Nordiques in Gatineau. Seen as a key driver of economic activity within the region, the spa, which offers guests a Nordic thermal experience, has been granted the contribution in order to enhance its outdoor facilities with a new relaxation area, and its indoor space with the inclusion of a new temperate pool and vapour bath. It’s an investment that is aimed at supporting

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and rejuvenating local businesses that are influences within the communities they operate. And, it’s one, according to Fergus, that emphasizes the government’s commitment to continue aiding key economic contributors within Québec. "The support we announced today for Koena Spa is an important step in our government's efforts to develop our region’s economy. The Outaouais tourism sector and especially recreational tourism are important drivers of the economy. They attract tourists from Canada and around the world, enabling them to have tourism experiences in nature, something our country is so good at offering. I wish the best of success to Koena Spa et bains Nordiques on this exciting project for Gatineau and the entire Outaouais region."

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oothing

the body, mind, & soul

100 Fountain Spa in Niagara-on-the-Lake offers its visitors an opportunity to escape into a resort-like environment amid the beauty of wine country

B Y S E A N TA R RY

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People today are increasingly their attention on health and wellness and the different ways they can indulge in self-care and improvement.

he entire notion of a spa and the treatments that it offers— the entire essence of the objective that a spa is aiming to achieve—is to provide visitors and guests with an experience that takes them away, removes their stresses, and alleviates their frustrations, ushering them through an atmosphere of tranquility and peace, leading them toward a sense of Zen-like relaxation. In order to achieve this objective, an environment that meets the serenity needs of guests must be created, maintained, and continuously enhanced. It might sound like a challenging pursuit. However, according to Lori Steglinski, Director of Spa Operations at 100 Fountain Spa in Niagara-onthe-Lake in Southern Ontario, it’s one that must be approached with focus and consideration. “If you’re talking about running a successful spa and the elements that are most important toward ensuring that success, aside from providing excellent sensorial and results-driven treatments, the most important consideration that any spa operator can make is the way in which the actual environment of the spa is developed and how it lends to the experience,” she asserts. “People today are increasingly focusing their attention on

health and wellness and the different ways they can indulge in self-care and improvement. This has always been a top priority at 100 Fountain Spa. However, we’ve just recently enhanced our continued efforts to ensure guests are consistently met with an environment and surrounding that enables the entire experience.”

Creating a Zen-vironment

Nestled among vineyards and orchards in Niagara-on-the-Lake’s beautiful world-famous wine country, 100 Fountain Spa is a 13,000-square-foot establishment that offers guests a resort-like atmosphere and access to an elegant interior fireplace lounge, heated indoor saltwater pool, hot tub, outdoor pool, hot spring pool, and fitness centre.. And, with an extensive menu of spa services to choose from, guests are also encouraged to speak to a spa concierge who can assist and guide visitors toward the treatments that will best suit their needs. And, given the importance that Steglinski says 100 Fountain Spa places on the environment it creates for guests, it’s constantly upgrading and enhancing its facilities. “Understanding that the guest experience is obviously the foremost focus at 100 Fountain Spa, we’re always making enhancements and improvements to everything that we do and offer,” she explains. “However, we just recently underwent a significant renovation that was guided by an assessment of where we thought we were as a spa, and where we want to be. Based on a number of different factors, we decided that we really want our guests to connect with nature and made that a central focus of our efforts. Leveraging a beautiful Scandinavian design, we renovated seven of our treatment rooms where we incorporated woods, stones, and metals, harkening back to the elements of nature. We also completed a really nice renovation of our salon, whichincludes a beautiful moss wall with lovely flowing patterns throughout. It’s an incredible redesign of some of our spaces, allowing guests to kind of Zen out in tranquility and relaxation.”

Holistic menu of treatments and services

In addition to its exquisite location and the beautifully renovated environment in which guests can find Zen, the treatments that the spa offers are also world class, , including a range of manicure and pedicure treatments, massage therapies, body wraps and scrubs, facials, holistic treatments, and more, in addition to a host of ever-changing seasonal promotions. It’s a suite of experiences that Steglinski says seems to offer something to just about everyone, recognizing the impressive lineup of treatments and services. “It is a relatively complete menu of services, treatments, and packages that we offer guests,” she says. “But, most important, it’s a menu of services and treatments that’s been carefully curated with the guest in mind. Everything that we offer is meant to, in some way, connect visitors with nature and to the ways in which they can help refresh and replenish themselves. Since the pandemic, we’ve noticed a definite increase in the number of S p a I nc .c a

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Canadians who are placing significantly more emphasis on their physical and mental health and well-being. The 100 Fountain Spa wants to help serve to fulfill that interest and inspire guests on their wellness journeys.”

Talented staff

Steglinski goes on to explain that the most important element required in properly and efficiently supporting guests’ wellness journeys is ensuring a talented and knowledgeable staff of professionals are engaging with visitors. And, she adds, acquiring and retaining that talented staff happens to be one of the most daunting challenges faced by those operating within the industry today. That’s why, she explains, it’s another area in which 100 Fountain Spa is intensifying its efforts to ensure the very best experience for their guests possible. “We’re very lucky at 100 Fountain Spa in that we have a very tenured team and were able to keep around 90% of our staff throughout the pandemic,” she says. “I know that it wasn’t quite the same for other spas. What everyone is finding difficult, however, is attracting top talent. In order to address this challenge, we’ve partnered with our local colleges and schools, creating a connection, and increasing our brand awareness, with a lot of the young emerging talent.”

Reenforcing reputation of rejuvenation

Although it’s obviously much more complex, the way Steglinski explains the strategy with which 100 Fountain Spa approaches their guest experience makes the success that the spa has achieved sound simple. By combining world-class staff who deliver services and treatments that are second to none within a relaxation12 S pa Inc. | Fall 2 02 3

inducing environment and setting, the establishment has been able to create an identity for itself and a reputation as the perfect escape of rejuvenation and replenishment. And, according to Steglinski, the spa will simply be working to reenforce that identity and reputation throughout the years to come. “Looking ahead, we’re just focused on continuing to do what we do best and to continue making upgrades that will further enhance the experience that our visitors receive. Everything that we do is centred around the customer and driven by our need to meet their needs. This is something that definitely won’t change going forward and will continue to guide our decision-making and direction.”

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Groupe Nordik’sThermëa Spa Village Whitby Raising the bar despite challenges

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“ In creating this spa, we wanted to combine the best of our two other locations, Nordik Spa-Nature in Chelsea and Thermëa by Nordik in Winnipeg.”

BY CHRIS RYALL

atience. It was a necessary trait required by the Québecbased Groupe Nordik management team as they developed the concept for their third spa location more than 10 years ago—the Thermëa Spa Village Whitby. Located just east of Toronto, it is the largest spa in Ontario. Despite challenges from COVID-19-related shutdowns, construction delays, regional/local government bureaucracy, and some resident opposition, Groupe Nordik and the team of wellness creators and designers forged ahead and launched their new concept: the Spa Village. “In creating this spa, we wanted to combine the best of our two other locations, Nordik Spa-Nature in Chelsea and Thermëa by Nordik in Winnipeg,” says Alexandre Cantin, Groupe Nordik’s Chief Operating Officer.

First-year challenges

The first year for any spa can present a range of challenges, from training staff concerning procedures to ensuring equipment and operations run smoothly. Thermëa is no different and was faced with an operational issue in the Källa floatation pool last fall. Facing negative press and social media comments as a result, Groupe Nordik had to tackle the issue head on and restore the confidence of the public. “Our Källa pool situation was a first for our company after 20 years of operation,” he says. “Several protocols have been implemented and further investments have been made to ensure our systems are perfectly controlled. Our efforts included implementing new safety standards for pools in North America, as well as installing a laboratory-grade incubator for rapid testing. We are one of the only facilities in North America with this capability.”

Groupe Nordik takes pride in the high standards it sets and is a leader in creating a fully immersive thermal spa experience. As many spa owners and managers can attest, there will be blips along the way. But challenges must be accepted and overcome to continue moving the business forward.

A multicultural spa environment

One of the most interesting aspects of a visit to the Whitby Spa Village location is how culturally diverse both the staff and spa visitors are. It is certainly reflective of the Toronto and Greater Toronto Area (GTA) population. It’s something that does, however, present challenges from an operational standpoint with differing cultural norms. Staff have had to advise some spa-goers that they must wear bathing suits in the saunas, pools, and steam rooms, which is contrary to protocol in some spas located in countries like Germany or Switzerland where bathing suits are sometimes forbidden. Staff have also had to explain the thermal cycle and its benefits to some visitors given the fact that it is the first thermal spa in the GTA, and among only a few that currently exist in all of Ontario.

The complete spa experience

The spa industry has had to evolve from its humble beginnings where a hot tub, a dry sauna, and a quiet, cozy relaxation area would have been sufficient. Today, many spas have become social hubs. Groupe Nordik has taken this concept to new levels by adding restaurants, bars, biergarten, multiple relaxation areas, firepits, infinity pools, and more. Thermëa Spa Village Whitby is in a suburban neighbourhood, but you would never know it once you enter the Village’s front S pa I nc .c a

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entrance. Mature trees, a pond, small sandy beach, water tower, plants, and rocks throughout the complex make it feel as though visitors are in a peaceful oasis far removed from the urban jungle. With a capacity of 700 guests, visitors will have no problem finding ways to relax and rejuvenate within the Spa Village. Facilities include the following: • Källa, the largest floatation pool in North America • Multiple saunas, thermal pools, and steam baths at various temperatures • 25 massage and treatment rooms offering body, facial, and foot care treatments as well as registered massage therapy • Multiple rest and relaxation areas with loungers, lounge beds, hammocks, firepits, and cozy seating • Choice of three restaurants ranging from casual and elevated dining experiences, including many ingredients and items from local suppliers and farms within seasonal menus • Wellness treatments and rituals • Largest event sauna in North America with a capacity of 90 guests • Two distinct zones: Silence and Social Zones • Extensive choice of alcoholic and nonalcoholic drinks • Adult-only visits (however this location has organized special family days where children are permitted) • Beach area with lounge chairs • Lockers and shower facilities, including robes • Multiple refillable drink and water stations • RFID bracelets provided to alleviate the need to carry cash or credit/debit cards

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Groupe Nordik takes pride in the high standards it sets and is a leader in creating a fully immersive thermal spa experience.

Visitors can also experience different rituals throughout their stay. Like its Chelsea and Winnipeg locations, Spa Village Whitby offers the Aufguss sauna ritual, which is very popular. Unique to Whitby is a Rhassoul clay treatment, inspired by Middle Eastern practices. It recently opened three new saunas, the Kâbin Sauna (the hottest sauna), the Hälo salt sauna, and the Aromä sauna with its aromatic scents. Due to the COVID-19 pandemic, Groupe Nordik has had to revise its plans

to launch at least 10 new spas by 2027. The next location, Calgary, is expected to open up within the year. “Thermëa’s strength is its constant desire to innovate, to take wellness to a new level by paying attention to detail and providing experiences that leave a lasting impression on visitors,” Cantin asserts. With its latest Spa Village in Whitby, there is no doubt Groupe Nordik is well on its way to global success, supported by its continued innovation and patience.

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THE

magic TOUCH

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Ste. Anne’s mandatory therapeutic treatment helps clients find Zen BY BROOKE SMITH

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n June 1981, Jim Corcoran’s parents purchased Ste. Anne’s, a dilapidated private home from the Blaffer Estate. Corcoran moved in, oversaw a two-year major renovation, and then moved to Toronto in 1983. When he moved back to Ste. Anne’s in September 1990, it was then a seven-room bed and breakfast that his mother had started in 1985. He gradually converted three more rooms to guest accommodations and started to provide lunch and dinner to guests. At that point, it became Ste. Anne’s Country Inn. The reticent owner and general manager of Ste. Anne’s Spa says it wasn’t easy for him in those days to engage with guests, most of whom were coming from Toronto and highpressure jobs. The guests’ energy was different than his own, he says. So, more often than not, he would hide out in his room and be available to guests only if they needed him. However, during the ’90s, beauty and wellness guru Ray Civello introduced spa services to its guests. Corcoran’ssister— working then working then as a massage therapist for Civello—and Civello’s niece would go to Ste. Anne’s on the weekends to offer massage therapy or facials for the guests. “I didn’t see any harm in that,” says Corcoran. “But I had no real depth of knowledge about the spa industry or the healing benefits of massage therapy.”

However, he did notice something. The guests who opted for those hands-on treatments, he says, “became very different people by the time Saturday night rolled around. I actually started to look forward to engaging with those guests once we started offering an evening meal on Saturday nights.” Looking back, Corcoran says, “I don’t know at what point I realized this, but I’ve come to believe the soft tissue manipulation or positive human touch and energy has a way of switching our body into some kind of a restorative mode.” He’s right. One study of the effects of a 45-minute facial massage on “32 healthy women” indicates that the treatment “refreshed” participants by “reducing their psychological distress.” While Ste. Anne’s initially offered spa services voluntarily, this soon changed. Corcoran says he took a bit of a “business gamble,” by increasing their rates and mandating that guests have some kind of spa treatment. While Corcoran admits the mandatory treatment sounds “punitive and authoritarian,” he says it was a “selfpreservation strategy” for him and for those who worked at the inn in those nascent years. “People coming from the city and high-intensity work life can be quite tough to deal with. “Our transition, and the process involved, S p a I nc .c a

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A little R&R in a big way These numbers show Ste. Anne’s Spa in Grafton, Ont., is definitely doing it right when it comes to Zen. A guest stay (on average) is

1 night

60% of guests stay overnight

40% of guests stay for the day

80% of guests

come from the Greater Toronto Area Each guest (on average) receives spa treatments

1.5

20 S pa Inc. | Fall 2 02 3

from a country inn offering spa services to a destination spa includes our guests in that we, for lack of a better word, force them to have a spa treatment, which ultimately causes them to go into this restorative mode. There are very few places that people think of as spas in Canada that actually force you to have spa treatments. You can book a room at the Shangrila [hotel] in downtown Toronto, but never get off the elevator on the spa floor.” Interestingly, many global destination spas around the world are using the same model as Ste. Anne’s.

“The spa component, the human touch, is built into the package, and most people can’t avoid to use that part of the package,” he says. However, Corcoran admits that they still have the odd person who won’t have any kind of treatment. “They say, ‘I’m not into that. My wife’s going to have all my treatements,'' he explains. “I just shake my head knowing that that’s the guy who’s not going to leave here fulfilled.” But while the treatment is mandated, clients can choose from any therapeutic treatment on the menu. Each, however, includes one common element. “All our treatments involve some form of human touch,” he says. “You can’t book a treatment here that’s just a soak in a bubbly tub of water.” Prior to the COVID-19 pandemic, Ste. Anne’s wellness offerings were “fairly vanilla”: yoga, meditation, stretching. But during lockdowns, the spa was struggling to find activities for guests to do when some of the spa services were restricted. Several of the current options available, such as offering more meditation, sound baths, walking outside, are a result of the pandemic. Many of these wellness sessions are done with a group, says Corcoran, but are designed to

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Live long and unwind Here’s a sampling of wellness offerings at Ste. Anne’s. CHAKRA ACTIVATION: This 30-minute meditation focuses on the seven main chakras in the body.

“We are very firm in our belief that having a spa treatment as early in your stay as possible is important to get into that Zen mode.”

introduce guests to a practice they can then engage in on their own. Of course, when guests receive their treatments during their stay is entirely up to them. Ste. Anne’s, however, makes its own suggestion. “We are very firm in our belief that having a spa treatment as early in your stay as possible is important to get into that Zen mode. Then you decide to use the [rest of the] time you have to go on a walk, or just chill with a book or fall asleep in a hammock—activities you wouldn’t normally find the time to do.” And that’s the point. Outside of the mandated spa treatment, the only other “regimented” part of guests’ stay is mealtimes. There are four: breakfast, lunch, afternoon tea, and dinner. Ste. Anne’s understands the importance of restorative treatments and relaxation. After all, it welcomes over 40,000 guests a year—most, of course, are women. “It’s about 90% female,” says Corcoran. “Most men prefer to have a coronary when they retire.” Joking aside, Corcoran sees those men who do attend Ste. Anne’s as "enlightened"—those who have seen what their wives are doing, and the associated benefits, tried it out and have gotten hooked.”

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FIRE MEDITATION: Indulge in this outdoor meditation class of 45 minutes focusing on the Manipura (third) chakra to stimulate deep relaxation. FOREST MEDITATION: A 45-minute slow walk immersion through the forests on the Ste. Anne’s property to “commune with nature.” GARDEN TOUR: In this informal tour, led by the curators of Ste. Anne’s gardens, guests may walk through a number of the property’s gardens, including the meditative labyrinth, and the rose, perennial, or kitchen gardens. JOURNAL MEDITATION: Guests can enjoy a guided journaling wellness class to connect with their inner voices and explore their thoughts and feelings. SOUND BATH MEDITATION: This 45-minute class may use Tibetan singing bowls, quartz bowls, and bells to guide guests through physical vibrations and frequencies.

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in the know

Keeping it

REAL

Ensuring the use of organic, sustainable, and environmentallyfriendly products within the spa can help broaden customer appeal

BY SEAN TARRY

oday’s consumer is evolving, displaying attitudes and behaviours that are influenced by a whole host of different factors. Some of these factors, including price, value, and convenience, have played a role in helping to direct consumer appeal and purchases for quite some time. Some, however, boast less longevity and traction, yet pose just as significant an impact going forward. In fact, one of the more recent consumer considerations that has been gaining momentum for a number of years—one whose popularity seemed to be facilitated by the COVID-19 global pandemic—is centred around claims made by businesses related to environmental sustainability, fair and equal trade, and product origin. And, if actions taken by businesses related to these new drivers of purchasing decisions are not decisive, the results could be devastating. 24 S p a Inc. | Fall 2 02 3

Lack of trust

According to a recent report developed by Deloitte titled “Creating value from sustainable products,” 93% of Canadian consumers consider sustainability and other topics related to environmental, social, and governance issues to be of significant importance, and far more than keywords to leverage within marketing campaigns. However, a concerning 53% don’t believe the claims that businesses and organizations make concerning their products and services. And, given the fact that spas offer experiences that emphasize natural and organic approaches that refresh, rejuvenate, and replenish, it only makes sense to support the experiences and services with products that reflect their essence. According to Deloitte survey data, it seems as though consumers across the country can be positively influenced in a

in the know

number of different ways depending on the nature of the claim and the way in which it’s presented. In fact, more than half (54%) of those surveyed for the report reveal that they respond well to facts that are presented that help explain why a product is considered more sustainable, while 49% see third-party certification seals as useful in substantiating claims. When seals signify successful adherence to a global standard, consumer appeal rises to 55%. It’s incredibly important data for spa owners to take note of, especially when considering the fact that, when asked, 75% of consumers across the country say that, all things being equal, they’re much more likely to purchase from brands that offer green or sustainable products.

Backing claims

75%

of consumers across the country say that, all things being equal, they’re much more likely to purchase from brands that offer green or sustainable products.

In order to capitalize on current consumer sentiment around sustainability and related topics and avoid any accusations of greenwashing, businesses will want to ensure the claims they’re making are legitimate and accurate. To do so, there are a number of different certifications that are given to products to verify the authenticity of their claims. For instance, skincare products are always accompanied by a GMO-free certification. There are also a host of websites that can be searched, both government- and independently-run, which track and verify the legitimacy and authenticity of products and equipment. Once you’ve done your due diligence, ensuring that the products you use are all-natural and organic, and that whatever equipment being used during treatments is credible and authentic, there are a handful of initiatives you can implement in order to raise consumers’ level of trust in your claims.

Clarify purpose

Defining why you do things the way you do can go a long way toward engendering trust in the customer. State your purpose that’s grounded in transparency, sustainability principles, and values.

Engage consumers

Go above and beyond to educate your customers, making them aware of your establishment’s sustainability efforts at the product, service, and brand levels. Keeping them in the loop and abreast of the progress that’s being made toward tangible

and meaningful sustainability goals can have a massive impact on the reputation of your operation and what you’re trying to achieve.

Identify product attributes

Clearly define for your customers, both existing and prospective, the aspects and details of your product and service that might have an environmental or social impact, explaining the practical solutions that they provide.

Develop strategy

This will involve processes that will govern the ways in which internal sustainability efforts are decided upon, executed, and communicated with customers. It will include ways by which to substantiate sustainability claims through certification and authentication, supply chain transparency and traceability, and more.

Create marketing strategy

In order to realize the full potential of your sustainability efforts, you’ll want to boast about your progress, building it into your marketing campaigns. And, to do so most effectively, make sure you include all of the data and empirical evidence that you can to back your sustainability claims. And, communicate your goals and achievements to date with honesty and transparency.

Increasing customer loyalty

It’s no secret that for the businesses that either fall short in their sustainability efforts or make false claims about their progress, the fallout and backlash can be devastating, resulting in a significant loss of customers and credibility among the public. On the flipside of that equation, however, if a business puts forth a concerted effort, is honest about their goals and aspirations, transparent about their progress and ways by which they’ve achieved it, the results can be incredible, highlighted primarily by a dramatic increase in reputation and interest among prospective visitors. So, get serious about your sustainability efforts by identifying where improvements can be made within your establishment, putting honest work into achieving those improvements, and keeping your customers aware of your journey to facilitate organic growth for your business. S p a I nc .c a

spa business

M A I N TA I N I N G

a strong core Focusing on the customers and offerings that are central to the business to enable future growth and success

B Y S E A N TA R RY

26 S pa Inc. | Fall 2 02 3

spa business

In identifying and enhancing their focus on core customers, businesses operating today enjoy a massive advantage over their predecessors.

perating a spa today is no easy task, requiring those within the industry to maintain an unwavering focus on, and commitment toward, constantly growing their businesses and broadening the clientele that they attract and engage. However, in the quest to do so, it’s important that they don’t lose sight of the fundamentals that have helped bring their businesses to where they are today. In fact, according to Stephen O’Keefe, retail industry expert and Principal and Founder of consultancy Bottom Line Matters, it might be more critical today than ever before to redouble efforts around satisfying their core customers and enhancing the offering and service that keep them coming back. “Industries and sectors in countries all over the world continue to grapple with the effects of the change and evolution that’s currently occurring,” he says. “Nobody has been immune to these impacts. And businesses everywhere are strategizing and innovating in efforts to realize further growth and success. However, a mistake that’s made all too often by companies and organizations is forgetting about the things that have brought them success in the first place— their core values and beliefs, the customer they sell to, and the proposition that sets their brand apart in the minds of the consumer. In fact, when addressing the challenges that businesses currently face amid increasing competition and pressure, one of the best tactics that can be employed is a self-assessment to ensure the businesses’ core is sound.” Understanding strengths and weaknesses O’Keefe goes on to explain that in identifying and enhancing their focus on core customers, businesses operating today enjoy a massive advantage over their predecessors. And that, he says, is

the bounty of rich and meaningful data that they have access to. It can be leveraged by spa owners to gain a clear view of their customer—their demographic, tastes, tendencies, and behaviour. All of the aforementioned information gleaned by spas, if sorted effectively, can be analyzed to better understand what their customer is seeking from them, helping them to develop mechanisms through which their desires and expectations can be satisfied and met. And, as a result, says the retail industry expert, it helps brands enhance their reputations with customers and build on the trust that they’ve earned with them. “Before diving into the data, businesses should first identify the reason they think they’re in business and the value they believe their customers receive from engaging with them,” he asserts. “It’s a really important consideration to make, and one that requires honesty from businesses, in order to gain an accurate view of their business. Once this has been achieved, then data can be used to hone in on customer behaviour, allowing businesses to identify patterns and better understand their own strengths and areas where improvements are required. This will help to inform the products they bring in, service that they provide for guests, and the experience that’s cultivated for them. And, in the end, data can go a long way toward helping brands and businesses cultivate and grow the trust that they enjoy from their customers, engendering deeper and more meaningful connections with them.” Product Identifying your core group of customers allows you to cater to their needs, ensuring the product or treatment they’re looking for is available and ready for them to enjoy. Although, by most accounts, core S pa I nc .c a

spa business

customers rarely comprise more than 20% of any business’s total base, their spending and resulting influence on revenue makes them an extremely important group to satisfy. In light of this, in addition to ensuring popular products and treatments are available, the group’s interests can also inform supplementary treatments or add-ons that might spark incremental sales increases. Service In order to run any successful business, a thorough understanding of the ways in which the customer prefers to be engaged is a must. This is especially true for spa operators. As a result, it’s critical to develop a deep appreciation for the level of service that’s to be provided, the modes and channels of communication that work best from a marketing perspective, and the incentives, enticements, and rewards that guests expect to receive from you for their engagement. Ensuring that service provided; is directed by your core group of customers will not only allow spa owners to retain the loyalty of this group, but will also go a long way toward attracting prospective customers with similar tastes, habits, and desires. Experience By combining an understanding of your core group of customers, the products and treatments they prefer, and the ways in which they like to be engaged and communicated with, spa owners are in a great position to be able to map out their customers’ journeys. By doing so, they can see all points of interaction and are better able to 28 S p a Inc. | Fall 2 02 3

identify friction and ways to improve the customer experience. And, conversely, by gaining a clear view of your core customers’ journeys, spa owners can also recognize where they are strongest, allowing them to further enhance the elements of their experience that differentiate them from competitors. Growth from the core In the never-ending quest to grow customer bases and diversify services and offerings, it’s incredibly important for businesses not to lose sight of their bread and butter. In fact, according to O’Keefe, it’s the way in which spa owners will be best able to weather the current challenges while positioning themselves for potential future growth. “Businesses everywhere are currently facing a number of different challenges. From a shortage of skilled employment and supply chain disruptions to price inflation and increased competition, everyone is operating against the same set of challenges. And, given the fact that it’s currently a time during which there’s very little opportunity to organically grow business, the best course of action for most businesses is to double down on doing the things they do best, and to pay undivided attention toward satisfying the needs of the guests that continue visiting because of those reasons. It may not be the most exciting approach to growth, but it’s the most cost-effective and beneficial one currently available.”

Although core customers rarely comprise

more than 20% of any business’s total base, their spending and resulting influence on revenue makes them an extremely important group to satisfy.

REVEAL

COMING SOON The winners of this year’s awards program will be announced in our winter issue! With nominations growing from last year, this has been our biggest year yet!

S TAY T U N E D TO S E E I F

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science of the spa

the feng shui of spa

tranquility Leveraging aspects of the ancient practice to elevate your business

B Y S E A N TA R RY

hen it comes to helping guests escape from the stresses and frustrations of their day-to-day lives and providing them with experiences of tranquility, peace, and relaxation, ensuring the right surrounding and environment is critical. And, although there are a number of different ways to go about developing and constructing the décor and layout of a spa, depending, of course, on the desired aesthetic and vision of the establishment, an ancient practice—one that dates back thousands of years—could hold the key to unlocking the potential of today’s spas. In fact, according to Mark Ainley, Contemporary Feng Shui Consultant with Sense of Space and an expert on space and flow, it’s a practice that aligns extremely well with the objectives of any spa location. “The basis of feng shui is to balance built environments with key elements and principles found in the natural world,” he explains. “Spending time in a space that has incorporated these natural design principles can support individuals in taking steps toward improving their mental, physical, and spiritual well-being. And, considering the atmosphere that spa owners are attempting to create for their guests, the principles of Feng Shui can serve as a fantastic guide for what they aim to accomplish.”

Environment of escape

Feng shui is a system that dates back thousands of years and is practised today all over the world, increasingly leveraged by many professionals within architecture, interior design, and landscaping, among a number of other disciplines. And, although it’s considered by many to be a pseudoscience, falling short of 30 S pa Inc. | Fall 2 02 3

receiving actual scientific accreditation to back its claims, Ainley highlights that key feng shui applications and teachings are aligned with the science-backed design practice of biophilia, which consists of 14 design principles observed in nature that support human well-being, as well as with the relatively new scientific field of neuroaesthetics which explores the positive benefits of observing beauty. Ainley suggests that spa establishments can take advantage of these principles to enhance the element of escape that they offer their guests. “For those living in urban environments, everyday surroundings can be very imposing,” he says. “The architecture found in most North American cities is really large in scale and has been made using hard materials, which can give off an intimidating and oppressive atmosphere. The colours that are used in the construction of the buildings are usually very plain, too, resulting in a distinct lack of vibrancy that is found in the lush, nourishing environments of the natural world. Our cities tend to resemble deserts and inhospitable rocky terrains more so than lush landscapes and serene settings. And they tend to be built on linear grids using straight llines—forms that can bring about a speedier and thereby more aggressive quality, both to these spaces as well as the movement by people through them—which can foster impatience and frustration. Spas have the opportunity to offer an environment that contains beautiful colour, softer forms, and natural elements that appeal to each of the senses, arranged with a flow that encourages relaxation and peace—all of which can provide much-needed relief from the agitations of the outside world and a haven to rest and recover from them.” Ainley goes on to explain that whether indoors or outdoors, the same principles of feng shui apply to the development of a space and arrangement of the pieces within it. And, allowing the universal elements of wood, fire, earth, metal, and water—which, when balanced, bring comfort, equilibrium, and enjoyment—to guide the creation of a space can result in dramatic effects and help create the perfect spa setting.

science of the spa

Spa owners can consider implementing the following techniques inside and outside in order to properly harness the innate energy of nature and provide the peaceful, relaxing experience that their guests are looking for.

Wood

Ensure the space is adorned with a variety of plants, flowers, and other forms of vegetation to stimulate a sense of natural growth and organic processes. Images of calm, lush landscapes, and vibrant flowers can be very effective in creating a nourishing backdrop and space for relaxation and reflection.

Fire

Firepits and fireplaces are a great way to connect guests with the warmth of fire, while candles, warm lighting, and fiery colours can create a warm and nurturing environment, soothing the senses and creating both stimulation and relaxation.

Earth

Spending time in a space that has incorporated these natural design principles can support individuals in taking steps toward improving their mental, physical, and spiritual well-being.

This is a critical element to include, but not necessarily in the way one might imagine. It is not just soil in plants that consists of earth but also tile, brick, and square forms (like poufs and cushions). Low seating and tables, by virtue of being closer to the ground, also add the stable, grounding quality inherent in earth.

Metal

Most modern built environments have an overabundance of metal, both with the actual material and its symbolic white and pastel colouring. Bringing in rich warm golds while using whites and pastels for towels, sheets, and other soft materials can integrate this element in a more soothing way. Metal chimes, gongs, and bells are another calming means of bringing them into such a space.

Water

This might seem like a no-brainer element to include within a spa—and it is. However, spa establishments can be creative with their use of water, presenting it in pools, ponds, showers, tubs, waterfalls, streams, and more. Images of calm water scenes, when well placed, can also be effective, as is the sound of trickling water.

Finding a balance There are countless considerations governed by feng shui that can help create a nourishing and relaxing environment. Ainley highlights that good design naturally incorporates these, and that skillfully applying these techniques gives any space an added natural sense of calm and peace. He adds that one of the biggest challenges in modern design is creating too much uniformity rather than harmoniously balancing contrasts. “Things that are too same-same can initially seem calming, but they keep us yearning for actual balance and fullness,” he says. “Horizontal supports vertical. Dark balances light. If we stop seeing contrasts as opposites and rather consider them as complements, we can create spaces that are more dimensional and nourishing in experience.” Given the increasing antagonism and polarization in the outer world, this concept could be a powerful way to create a truly calming space. Another key that Ainley stresses for any business owner is ensuring that form and function co-exist. “True feng shui is always functional: décor and aesthetics are important, but these need to be fused with practicality,” he asserts. Customers need to enjoy a seamlessness of experience that parallels how integrated things are in nature. The best way to do that, according to Ainley, is to “put yourself in the customers’ shoes by experiencing the space from their perspective—any ‘bumps’ in the user interface is something to revisit.” Walking a customer’s journey step by step will support any spa owner in creating a setting and experience that are more balanced and enjoyable, reaching their fullest potential both in design and service. S pa I nc .c a

fresh & new

NETTE

Tata Harper Into the Garden Scented Candle

BAREFOOT SCIENTISTS

Pamper Me

This luxurious foot care set allows for a spa-like experience that can be enjoyed anytime, anywhere. Including the Pure Grit foot scrub, High Dive hydration cream, In the Buff double-sided pumice stone, and Reboot foot peel, the set has been especially developed to improve foot health while helping feet look and feel their best.

Inspired by Tata Harper’s lush, blooming garden where she is said to source many of her skincare ingredients, this second collaboration with Nette delivers an elegant range of candles, including Rose, Roman Chamomile, and Oak Moss. Hand-poured coconut and soy wax in handmade ceramic vessels that are food-safe, microwave-safe, and dishwasher-safe provide 65 hours of burn time and peaceful escape.

OMNILUX

Contour Face

PETER THOMAS ROTH

24K Gold Pure Luxury Lift & Firm Hydra-Gel Eye Patches

A non-invasive and natural option to treat aging and sunexposed skin, Omnilux’s Contour Face helps to stimulate collagen production for firmer, more youthful-looking skin and refine its texture and tone for an effortless glow. With the brand’s advanced light therapy, diminish the appearance of wrinkles and uneven texture and repair damaged skin.

The ultimate in luxury treatments, these anti-aging eye contour gel patches are infused with pure 24K Gold and Colloidal Gold to help lift and firm the appearance of eyes in just 10 minutes, brightening and calming skin while providing an opulent glow and radiant complexion.

OSEA

The Vagus Nerve Pillow Mist

Benefitting from a confluence of science and wellness, the Vagus Nerve Pillow Mist by Osea takes those who experience its effects to a place of calm. This serene pillow mist helps to create a tranquil mood, allowing for the removal of stress and the activation of Zenlike relaxation.

32 S p a Inc. | Fall 2 02 3

SAJE

Aroma (Be) Free Matte Black

Transform your space with the power of scent. Powered by Saje’s cordless and rechargeable diffuser that uses 100% natural essential oil blends, its innovative design is heat-free and whisper-quiet, acting as both a functional and fashionable piece of décor for any establishment or treatment room, enhancing and calming the environment and experience for guests.

fresh & new JOHN MASTERS ORGANICS

Overnight Hair Mask with Plant Based Keratin & Crambe Abyssinica

An advanced vegan hydrating hair mask, the John Masters Organics Overnight Hair Mask with Plant Based Keratin & Crambe Abyssinia combines innovative ingredients to help transform the health, strength, and suppleness of hair, replenishing and revitalizing, providing a complete haircare regimen that’s suitable for use with all hair types.

BIOLOGIQUE RECHERCHE

Lotion P50 Original 1970

Biologique Recherche’s Lotion P50 1970 is an acid-based toner that effectively exfoliates the skin, balancing sebum production and maintaining the skin’s pH. Daily use is recommended in order to achieve visibly enhanced purity and brightness of the skin and that coveted P50 glow.

SKINCEUTICALS

A.G.E. Eye Complex

An advanced anti-aging eye cream, the A.G.E. Eye Complex helps to combat dark circles while simultaneously working to fight the appearance of crow’s feet and puffiness. A potent combination of proxylane, blueberry extract, and a complex of flavonoids and synergistic peptides, this formula is extremely effective in immediately improving the radiance of tired dulllooking eyes.

SKINCEUTICALS

C E Ferulic with 15% L-Ascorbic Acid

This patented daytime vitamin C serum delivers advanced environmental protection and improves the appearance of fine lines and wrinkles and loss of firmness, and brightens skin’s complexion. It is now clinically proven to reduce combined oxidative damage from free radicals generated by UV, ozone, and diesel exhaust by up to 41%.

LA MER

The Moisturizing Soft Cream

Infused with La Mer’s Miracle Broth—the legendary healing elixir that flows through all of the brand’s products—this ultrasoft hydrating cream works to reduce the look of fine dry lines, renewing the skin with seasourced energies. Delivering moisture deep into the skin’s surface, The Moisturizing Soft Cream helps to heal dryness, resulting in instantly vibrant, radiant, and smooth skin.

AUGUSTINUS BADER

The Rich Cream Face Moisturizer

Inspired by 30 years of research, this highly concentrated, deeply moisturizing cream helps to stimulate skin’s natural rejuvenation and revive complexion while soothing dryness. Through a proprietary hydrating water-based formula, The Rich Cream Face Moisturizer helps soften the appearance of fine lines and wrinkles, evening skin tone and texture, while protecting from future damage and stress.

S pa I nc .c a

spa star

LORI STEGLINSKI: CREATING CURATED CUSTOMER EXPERIENCES

BY SEAN TARRY

reating a Zen-like spa environment that offers tranquility and relaxation, enabling guests the opportunity to escape into an atmosphere that nourishes and replenishes their hearts, minds, and souls, requires a positive contribution from a number of different elements within the operation. And, perhaps most important, in order to meet an objective of this nature and offer visitors experiences that will meet and exceed their expectations, the proper leadership and management is essential. At 100 Fountain Spa in Niagara-on-the-Lake, Ont., that leadership and management stems from Lori Steglinski, the facility’s Director of Spa Operations, who believes that establishments focusing on wellness are currently being presented with a number of opportunities to satisfy an increasingly health-conscious Canadian. Spa Inc. recently sat down with the industry professional to gain her insights concerning the challenges facing spa operators and the components that are necessary to run a successful spa operation.

Spa Inc.: Running a successful spa in today’s competitive environment is no easy task. With so many operational variables to consider and market 34 S p a Inc. | Fall 2 02 3

trends to account for, it can seem nearly impossible. However, 100 Fountain Spa seems to function seamlessly for its guests. In your estimation, what enables the spa’s continued success?

Lori Steglinski: I firmly believe that everything begins with building a strong and passionate team of industry professionals. Having a team that cares deeply about the quality of treatments they provide and creating meaningful connections and spa experiences with guests really makes the rest of the operation fall into place. A knowledgeable, customer service-oriented team can really help elevate the guest experience and create that curated, individual treatment that our clients are looking for.

SI: There are a number of hurdles and obstacles that spas need to address and overcome in order to ensure their success. From your perspective, what are some of the biggest challenges currently facing spa operators?

LS: I think the pandemic created an awareness among the public about the importance of self-care and wellness, and the competition amongst spas for talented staff has never been

spa star

From the moment our guests enter the 100 Fountain Spa, they are transported away from everyday life with the lushness of our indoor pool area and calming natural elements of the spa.

greater. Here at Vintage Hotels, we are fortunate to be able to connect with local colleges and recruit top graduates from their aesthetics and massage therapy programs. In addition, I think it is important to continue to invest in existing staff and keep things exciting and fresh for them via yearly training and incentives. For all spas, the costs associated with operations have never been higher. I think it is important for all spa managers to find balance between product costs, labour costs, and treatment prices to ensure their business model is successful.

SI: In this post-pandemic environment, how important is the visitor experience? What is today’s spa-goer looking for from their visit?

LS: The guest experience is at the heart of everything we do. From the moment our guests enter the 100 Fountain Spa, they are transported away from everyday life with the lushness of our indoor pool area and calming natural elements of the spa. Our clients are more discerning and educated about spas than they have ever been, and they are looking at a spa that offers not only blissful escape through treatments and amenities, but also skin and body care that is personalized to their individual needs, results-oriented, and deeply sensorial. We have worked

diligently with our skincare partners to ensure our treatments exceed their expectations in terms of both luxury and innovation.

SI: How significant is your team of skilled professionals when it comes to meeting and exceeding customer expectations?

LS: Our team’s knowledge and experience is critical to ensuring that our guests’ expectations are not only met, but exceeded. We a great deal of time to invest in training for our registered massage therapists, aestheticians, and holistic practitioners via yearly product knowledge and retail training, as well as with our service-first approach with our guests. It truly makes all the difference when our team is providing services, suggesting retail products, and creating the exceptional guest experience the Vintage Hotels have become known for.

SI: Looking ahead to the next one to three years, what do you anticipate will be the biggest differentiator between top-class spas and the rest?

LS: The key factor for success will be in our ability to anticipate our clients’ needs and offer treatments that are innovative and curated for their individual needs—essentially allowing them to craft their own wellness journey. S p a I nc .c a

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