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!"#$%&'("%) THE ROYAL MOUGINS GOLF RESORT, HOTEL & SPA brings together luxury, golf, serenity and sensuality The new 4-star hotel at the Royal Mougins Golf Resort represents a unique concept in the luxury hotel sector, as well as the golfing world. Its geographic location on the CĂ´te dâ&#x20AC;&#x2122;Azur, its incorporation into the natural environment, the exceptional quality of its 18-hole golf course, which has become a reference in Europe, the new Spa, its refined and convivial atmosphere, its dĂŠcor and high-end privileges represent an impressive group of attractions brought together for the first time on one site. To vacation in this new hotel is to enter into one of the most beautiful golf clubs, until now reserved for its Members, while having the privilege to enjoy all of its luxurious entitlements.

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!"#$%&'%()$'*+,' UHÀQHPHQW The Royal Mougins Golf Resort offers thematic vacations which link hotel, golf, exercise, and gastronomy.

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he new 4-star deluxe hotel at the Royal Mougins Golf Resort brings together luxury, golf, serenity and sensuality. Just 10 minutes from Cannes, it is located amidst a natural environment in the heart of a vast private, and preserved estate. The 29 suites offer a fabulous view on the golf course and the Provençal countryside, which extends as far as the eye can reach. The hotel was developed to privilege space, natural light, and integration with the environment. Each suite (Premium, Deluxe, or Superior) – approximately 50 sq. meters (450 sq. feet), plus a 25 sq. meter (240 sq. feet) private terrace – includes a hallway, living room-dining room, bedroom, bathroom with bathtub

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and shower, plus a kitchenette. The hotel graciously offers its customers access to the practice range and to the very exclusive Spa. During their stay at the hotel, golf lovers will have the privilege of playing the internationally renowned private course, generally reserved for the exclusive use of Club Members, by simple reservation and payment of a preferential green fee.

RESTAURANT & BAR LA TERRASSE DU 18 For the pleasure of the gourmand, the restaurant’s cooking has been entrusted to internationally renowned Chef Christophe Leroy, who also oversees the stoves at Moulins in Ramatuelle and Table du Marché in Saint-Tropez, as well as at the Palmeraie Golf Palace in Marrakech. RESORT – EXCEPTIONAL DESTINATION The new 4-star hotel at the Royal Mougins Golf Resort represents a unique concept in the luxury hotel sector, as well as the golfing world. Its geographic location on the Côte d’Azur, its incorporation into the natural environment, the exceptional quality of its 18-hole golf course, which has become a reference in Europe, the new Spa, its refined and convivial atmosphere, its décor and high-end privileges represent an impressive group of attractions brought together for the first time on one site. To vacation in this new hotel is to enter into one of the most beautiful golf clubs, until now reserved for its Members, while having the privilege to enjoy all of its luxurious entitlements.

on a course designed by Von Hagge; to wander through gardens planted by Jean Mus; to relax in the Spa; to savour one of the creations of Christophe Leroy on one’s palate; to visit the Croisette in 10 minutes for shopping or shows; to meet near the fireplace in the Club House decorated by Kelly Hoppen before heading back directly by golf cart to your suite designed by Michela Fabbri… these are some of the exclusive privileges found at the Royal Mougins Golf Resort’s new hotel. Just 90 minutes from European capitals The Royal Mougins Golf Resort is ideally situated just 25 minutes from the Nice / Côte d’Azur International Airport,

request, a “vacation a la carte” can be tailored to meet all of your desires (yachting, hang gliding, hiking, skiing, creation of your personal perfume in Grasse, harvesting and sampling of truffles. . . ).

To awaken to natural vistas as far as the eye can reach; to undertake a round of golf

Real estate linked directly to all European capitals, and even those on other continents. THE ROYAL MOUGINS GOLF RESORT t 18-hole private golf course t Hotel with 29 suites t Spa, heated outdoor pool, hammam t Clubhouse, Proshop t Restaurant & Bar t Meeting room for up to 50 people t Real Estate Agency Theme vacations The Royal Mougins Golf Resort offers thematic vacations which link hotel, golf, exercise, and gastronomy. By simple

The Royal Mougins Golf Resort manages its own estate agent office in order to simplify investor transactions and to insure personalised and high-quality followup. Our estate agent office also furnishes a complete range of letting services and property management. t Professionalism t Personalisation of service t Presence t Pleasure These are the “4Ps” which reflect the quality commitment of Royal Mougins Golf Resort estate agents. Q

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!"#$%&'()&*"+,-' .$*/"01'234456 The Royal Mougins Golf Resort, Côte d’Azur, France has one of the best design in Europe

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or the interior design and decoration of the Spa and the 29 suites of its 4-star luxury hotel, the Royal Mougins Golf Resort engaged the services of an interior architect whose work is well known on the international scene: Michela FABBRI. An artist who trained amongst the top names in the profession (collaborating for two years with Kelly Hoppen, in London, for example), she has adopted a resolutely modern style. Far from the insulated and impersonal ambiance of the classic hotel room, Michela FABBRI has fitted out each suite as an independent home, even integrating a kitchenette into each private space! This intimate spirit is found in the materials used. Tailor-made furniture in stained, distressed oak; doors and sliding dividers in old leather… concepts which cohabitate with unique works, such as chandeliers of metal mesh and tables with bronze feet. For the Spa design Michela FABBRI drew upon all of her creativity to succeed in marrying the past with modernity by setting up the therapy center in the heart of two renovated, 18th-century bastides linked by a modern solarium. Michela, who already collaborated on the 2004 decoration of the Clubhouse, restaurant, and Club salons, works henceforth on a new concept of interior architecture for an hotel on the Côte d’Azur. Among her illustrious clients we note the five-star St. George Square in Glasgow, the Anne Fontaine Spa in Paris, and the Shu Uemura boutiques.

The Spa SPA – EXCLUSIVE SERENITY Reserved in priority for Members, the Spa and all of its equipment and services are available without charge to guests of the hotel. This privilege permits entry into a luxurious space to which a vast terracesolarium and heated outdoor pool have been added.

THE SPA – EXERCISE SPACE t Heated outdoor pool t Jacuzzi t Turkish bath t Sauna t Fitness and cardiovascular

TRAINING ROOM t Kinesis Wall t Power Plates WELLNESS CENTRE t Balneotherapy t Body and facial care t Massages t Iyashidôme t Microdermabrasion t Hairdresser/ Barbershop t Relaxation Space The Spa is completely dedicated to relaxation and exercise. The staff consists of specialized professionals, attentive to the needs and desires of each client. The complex is organized around an ancient, au-

thentic bastide of dried stone and is linked to the heated pool, the solarium, and the ultramodern beauty center by a glass atrium bathed in natural light and sunshine. This use of space and equipment gives the Spa an exceptional atmosphere of natural well-being. The exercise centre is outfitted with the latest equipment, the Kinesis Wall or the Iyashidôme for example. As for the wellness center, it offers a complete range of massages and other services “à la carte” drawing on high-end products: Comfort Zone® and La Colline place their imprint on the therapeutic protocols of the Spa. Q

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!"#$%"$#&$'%(&)*+,&$+-$ *.&$%+/+*'0$'/&1 With a multi-channel media plan. Magazines appeal to the senses— in symbiosis with the Spa industry’s inspiration.

By François Reeves, Publisher of Spa Magazine Europe

he web, the Internet, podcasts, media player, digital devices like the iPhone, Blackberry and Google phones, the Amazon kindle, iPods and computers have turned the media industry upside down. As a publisher or as an advertiser, how do we cope with the fragmentation of the audience, the A.A.A. Syndrome (anytime, anywhere on anything) of the media reader-user-contributor in Web 2.0 dogma?

An interactive communications specialist, François Reeves possesses a vast business development and new media experience. He managed a communications agency for over twenty years in Canada. He acted as consultant to large media groups for the past few years. He started his carreer in desktop publishing. He is a McGill University graduate. He lives in France with his wife and three kids.

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We change our way of doing things. We use technology to our advantage. We adapt, transform and change. We perpetuate the brand and product values that have made us strong and differentiated. We understand the strengths and weaknesses of individual medium. We work on a cross-platform strategy to obtain leverage, frequency and impact. Each device and media have their own characteristics. None are all encompassing, hence the fragmentation. As for print, there is a lot to be said about magazines (we are biased of course), some of their inherent qualities being portability, durability and… appeal to the senses. This is a quality in symbiosis with the Spa industry’s inspiration. Magazines appeal to the sense of touch. They are three dimensional objects, located in Spa-ce (pun intended). They often rouse the sense of smell either with the unique scent of ink or more apropos to us, with perfume and aromatherapy samplers. Finally, magazines stir your stare with the use of full page colour design, beautiful photography and material (paper, cardboard, wrapping, promotional objects).

Furthermore, light reflects upon paper whereas in the case of computer screens, it emanates. Higher definition photography showcases beauty products better on paper than on digital display. Magazines are convenient vehicle for spreading information never found anywhere else. That information has to have a lasting, useful quality to it. It cannot win a race against the web unless it is available exclusively. Often, magazine information is not covered (notice “cover”) by newspapers, radio nor television. At least not in the depth made possible by the medium. In general, a trade publication accentuates these characteristics even further. It is niche, targeted and reaches industry specific professionals. You can take your magazine anywhere (never run out of battery), share it, leave it lying around, note it, cut it out, recycle it or archive it. Magazines make up a warm medium, they are engaging. The web, on the other hand, is cold, calculated, searchable and measurable. Why not use these characteristics to our advantage? In a time of restraint, isn’t pertinent to learn as much as possible from an ad placement? With fewer Euros lying around and fierce competition, it is essential to place, gauge and report. Veni, Vidi, Vici. This is especially true of a Business to Business strategy. For example, you could add a unique url (i.e. www. yoursite.com/magazine1) to your

in your marketing meetings? Will they eventually influence new products and distribution models?

magazine advertisement and track its effectiveness. You could make the digital version of your magazine ad redirect traffic to a campaign specific portion of your site. You could create a promotion adapted small web site. You could list your ad on Youtube or Flickr, start a group in Facebook, start a micro-blogging page in Twitter and provide a link to your web site all along. Brands are identities that can draw interest. Social networks are based on interests and identities. Are the right keywords describing your products and services? Do you “tag” your images, photos and ads to make them search-engine-friendly? Have you considered Google Adwords? Have you considered search engine optimization? What is your organisation doing for mobile phones, getting smarter by the minute? Do you analyse the online data available in the web logs of your site? What about the data made available in Google Trends, Google Analytics, Alexa, Quantcast and Compete?

Digital devices have multiplied and should be seen for what they are— content to audience touch points and, viceversa. A winning marketing strategy will be conceived to engulf as many media as possible within budget limitations. Crossplatform publishing will actually deliver better results than conventional, onedimensional ad placement. “The whole is more than the sum of its parts.” Aristotle. At Spa Management Journal Europe, we understand the advertisers’ need to target, reach and find greater value. We are committed to working with you to find the best combination of web, print or direct marketing with measurable ROI and cross-platform integration. We turn technology to our advantage. We evolve. Q

Have you considered training online, using video? Are social networks being discussed

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!"#$%&&%#'%#$("))(*+ SPA

IMPÉRIAL

WITH

GUERLAIN

CROWNS

HOTEL DU PALAIS

By Bernard Burt

a Belle Epoque is alive and well in Biarritz.

Set on the Atlantic coast of southwestern France, the Hôtel Du Palais preserves a gilded age. Amid marble columns and crystal chandeliers, a team dedicated to tradition makes guests feel like royalty. Built for Napoleon III and his Empress Eugénie, the former Imperial palace now sports one of Europe’s newest and most beautiful spas, bringing together Guerlain alchemy, Greyl hair care, and TechnoGym fitness.

A world-class spa in Biarritz at historic Hôtel du Palais brings together Guerlain alchemy, Greyl hair care and TechnoGym on France’s Basque Seacoast 12

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Jean-Louis Leimbacher envisioned building Le Spa in 1989 when he became managing director of the palatial hotel. But budget limits, and restrictions on altering a building designated historic by the government, prevented his dream becoming a reality until 2006. Restoration of rooms led Leimbacher to a clue in the carpet design: The imperial bee that was a symbol of Napoleon III. As a historian, the hotelier recognized the same symbolic bee on products of legendary Parisian perfumer Guerlain. This link revealed that Eugénie chose Guerlain to create her own personal eau de toilette. The Imperial Bee decorates Guerlain packaging today. Eric Guerlain, the 66-yearold head of the firm that bears his family name, was intrigued with the spa concept, Leimbacher told me. A frequent guest at Hôtel du Palais, M. Guerlain agreed to a featured role in Le Spa Imperial. Designing a menu of exclusive treatments, with soins for men and women, training estheticians, and adding an elegant air, Guerlain helped create a new vision of a space dedicated to beauty, well-being, and relaxation. Funding construction of the spa was a unique challenge for Leimbacher. As the hotel is owned by the city government, he reports to the Mayor and an advisory board. “We never budgeted a spa,” he confided. Financed by the hotel’s profitable operation, the five-story spa structure was wedged between two buildings under renovation. Thus the hotel gained a year-round attraction, complete with indoor swimming pool, hammams, fitness center, hair salon, tea lounge and sundeck. Biarritz now has a chic resort spa, unique in France, linking a glamorous past and today’s lifestyles.

LE SPA IMPÉRIAL A sensory voyage Entering Le Spa Impérial is like time travel. An elevator emblazoned with a Napoleonic crest deposited me at a new world. Bright, airy, and spacious, the spa décor whispers “luxe,” “privé.” Encompassing 32,215 square feet, contemporary in a classic way, the spa is directly on the Atlantic Ocean. Unlike franchised spas by Guerlain, their Biarritz showplace is operated by the hotel with products and training of therapists supplied by Guerlain. Another floor features the Institut du Cheveu created by Leonor Greyl, doyenne of hair care and design for the Parisian haute monde. Above that, the fitness center has Technogym equipment from Italy, Power Plate plus yoga studio.

Downstairs, the skylit swimming pool, Jacuzzi, separate saunas, steam rooms, and changing rooms for men and women. Enhanced by natural light and sea air, the ambience is refreshingly tranquil.

tronic mechanism that scans the scalp. “Bon,” said my stylist, shampooing and snipping, finishing with application of Greyl branded herbal oil. My new look drew immediate compliments.

Guerlain treatments (Les soins Guerlain) energize body and soul. More sensual than physical, my Imperial Massage included lymphatic drainage and finger pressure, detoxifying and relaxing. On offer is a wide range of bodywork, personalized facials, hand and foot therapies, and makeup consultation, plus a small boutique stocked with fragrance, makeup, and accessories.

Relaxing with herbal tea in Eugénie’s Lounge (Le Salon de Eugénie) is the ideal end to a spa day. Tiny sandwiches and pastries were available at the bar, plus infusions, espresso, and bottled waters. Window walls open to a sundeck furnished with rattan lounges, panoramic views of the ocean. When storms ruffle the sea, it’s a cozy place to curl up with a book, listen to Piaf or Sinatra, and dream.

Getting a haircut at the Greyl Institut du Cheveu is another sensory experience. Prior consultation includes a look at your hair’s cellular condition through an elec-

A LIVING MONUMENT Are we on a luxury liner? Portholes, gangways finished in fine teak, and nauti!"#$%&'&()*)'+$,-./0)$1$!)0+2$3445

cal accents gave that impression as I was shown into room 507 on the top floor of the Hôtel du Palais. Expecting to stay in one of the hotel’s Second Empire period rooms, I had the best of both worlds. Thus began a fascinating voyage of discovery. “It’s like being afloat without feeling “mal de mer” said M. Leimbacher as we sipped a trendy blush Champagne before dinner in La Rotonde. The yacht-like rooms were his idea, as well as the spa. Adding these premium accommodations in former storage space helped boost the hotel’s occupancy, he explained. With just 150 rooms, the 30 prestige suites are favored by repeat visitors (and seen in the new movie “Cherie.”) but the nautical option appeals to clients like M. Guerlain.

M. Jean-Louis Leimbacher heads a staff of 150 and operates the Spa Imperial with 15 full-time employees plus ten seasonal staff.

The summer residence of Napoleon III and Eugénie de Montijo made Biarritz a scene of royal visits attended by famous personalities during the era of crinolines and romantic idylls. The palace dates from 1854, reflects the style of the Second Empire, when grand boulevards reshaped Paris. Preserved and renewed by the hotel’s staff of craftsmen, the original suites feature fine period furniture, lush fabrics, and intricately embroidered sunscreens. Transformed in 1883, rebuilt and expanded after a 1903 fire, Hôtel du Palais is a monument to hospitality. Nameplates on suites mark famous visitors who stayed there, and their signed photographs add a touch of nostalgia in the tea salon. There’s Sinatra and Gary Cooper, plus Hemingway. For a visit by Britain’s King Edward VII, a lavishly tiled bathroom was created, still in use and updated with a big bathtub framed by golden Murano tile. The Duchess of Windsor had her suite painted a favorite shade of blue. Russian Grand Dukes built an Orthodox church across from the hotel gardens. Tides of time and war have been kind to the hotel. After occupation by Nazi

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forces, the U. S. Army operated a college and housing for officers. While the public beach attracts surfers, the hotel’s seawater swimming pool (heated) is a scene of decadent relaxation. Among cabanas and terraces overlooking the ocean, lunch poolside at “L’Hippocampe” features a seafood buffet of royal proportions. In the evening, dinner at La Rotonde is a dressy affair, with a menu of French culinary classics supplemented by light fare from the Basque region. Arriving as a management trainee in 1965, M. Leimbacher worked at the hotel’s reception desk, gained experience at London’s Savoy Hotel, resorts in Spain and Tahiti. Returning to Hôtel du Palais in 1970, he now heads a staff of 150 (almost one per guestroom) and operates the Spa Imperial with 15 full-time employees plus 10 seasonal staff. A member of The Leading Hotels of the World, and Hôtels de Grande Classe Internationale, the hotel and spa are open year-round.

Trends do not interest Jean-Louis Leimbacher. “Our guests appreciate quality and service,” he comments. The mix includes honeymooners from America, international bankers, and a group of antique car owners from Britain. Empress Eugénie was known to take the waters at nearby thermal springs. About the new spa at her former residence, she might exclaim: “Revolutionary!” Q

Details Hôtel du Palais 1, avenue de l’Impératrice 64200 Biarritz, France Tel.: 00 33 (0)5 59 41 64 00 E-mail: reception@hotel-du-palais.com www.hotel-du-palais.com Tarifs: from 300 euros single/375 double; Suites 600-1,750 euros. Spa Imperial Packages: 5-day “To Each the Objective” 995 euros; 3-day golfer shapeup 630 euros; 3-day “Absolute Relaxation” 860 euros. Guerlain Transformations: 580-950 euros; Hotel + Spa from 470 euros per day. Getting There: TGV train from Paris via Bordeaux; Airlines serve Biarritz Airport from Paris, Dublin, and London. Spanish train from Madrid. !"#$%&'&()*)'+$,-./0)$1$!)0+2$3445

%HFRPH D 6XSHU 6SD Trends

and Technology That Will Take You

to the Next Level

By Cheryl Whitman

ccording to the 2009 Global Spa Summit in Switzerland, “The global spa economy is estimated to be over $200 billion Euros.” And in spite of the economic downturn experienced recently, the industry continues to grow at a breakneck pace. Are you a part of that growth or is your practice or spa maintaining an internal status quo that actually puts it at risk for extinction? By expanding your menu of services, you can stay competitive – and even take a lucrative step ahead of the pack.

Cheryl Whitman is recognized internationally as a pioneer in the field of medical spa business consulting. She is a published author, a popular speaker and a beauty-industry consultant with more than 30 years experience, including 15 years as the owner of Face Fantasie Day Spa in Fort Lee, New Jersey. As founder and CEO of Beautiful Forever, Cheryl spearheads a successful team of medical spa consultants and business professionals. In addition, Cheryl developed the Medical Spa Success System, a revolutionary program that provides a turnkey educational success system and consulting services package to help clients jumpstart brilliantly successful medical spa businesses. For more info, please go to www.medicalspaconsultant.com or www.medicalspasuccess.com

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Anticipating and meeting demand Consumers have become very savvy about the types of treatments available, as well as the potential health and beauty benefits they can provide. Turn this to your advantage by surveying your current clients to learn what they want and what they expect you to carry. Because it costs more to get a new client than to keep an existing one, it is vital to nurture existing relationships !"#$%&'()(*"#%+#),"## with your client base by providing what $,-'&"#('#."-.%'.#)%#$/"-)"# they want. The importance of this will .0"$(-1.2#3%/#"4-501"6#('# become very clear to you once you calculate the yearly value of a single client to ),"#7855"/#9%8#.,%81:# determine just how much he or she will .)-/)#0/"0-/('&#+%/#3-11# typically spend and on which services. -':#:"*"1%0('&#.0"$(-1# Adding desired treatments will increase that amount. )/"-)5"').#+%/#),-)#."-.%'2# Take a step away pering guests have spas to include therthat have long-lastmake a difference to appearance of the skin.

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“Now more than ever, people expect more sophisticated services for everything from acne to anti-aging,” says Dr. David Kamin. “An interesting development is the recent array of vendors that once made equipment only physicians could access and are now adapting the same technology to the spa environment.”

!"#$%"&%'"()*+',#-.)/01+2!34456+"0.+"&+)*.+'"7)+.&&.8)/9.+ &"#'7+"&+,$9.#)/7/01+&"#+:"(#+;(7/0.776+/7+<(7)+"0.+,9.0(.+&"#+ =#"'")/"0>+?0).#0,@+',#-.)/016+"#+(7/01+,+$,),;,7.+"&+8(##.0)+ 8@/.0)76+7*"(@$+;.+A*.#.+:"(+;.1/0+)*.+#.7)+"&+:"(#+.&&"#)7+ ;.8,(7.+/)+/7+@"A.#+/0+8"7)+)*,0+")*.#+7)#,).1/.7+,0$+8,0+;.+ .B)#.'.@:+.&&.8)/9.>+C.'.';.#6+)*/7+/7+,+1#"(=+)*,)+,@#.,$:+ #.@/.7+(="0+:"(#+7=,+,7+,+)#(7).$+#.7"(#8.>+3)*.#+',#-.)/01+ "=)/"07+/08@($.+0.A7=,=.#6+DE6+$/#.8)+',/@6+,0$+)*.+?0).#0.)>+ F..=+:"(#+&"8(7+A/)*/0+./1*)+)"+7/B)..0+-'7+"&+:"(#+;(7/0.77> that season. Prepare marketing ahead of time to stay ahead of the trends. Also consider acquiring some of the new technology that has recently been approved for use in a non-medical setting. Many vendors now offer equipment that is specifically designed to meet the needs of your clients without an on-site physician or medical director. This may include alternatives to microdermabrasion, such as new peels, facials and masks with varying strengths. “We have found that dermalinfusion provides the efficacy of traditional microdermabrasion with the soothing effects of infusion,” says Dr. David Michelson. “This includes less irritation, less downtime, and prevention and correction of immediate and future skin conditions. We have been successfully utilizing the physician’s version of SilkPeel™ Dermalinfusion™ to exfoliate the skin while infusing a patient-specific topical cosmeceutical.” The SilkPeel™ Spa Dermalinfusion™ system (a portable version that closely replicates the efficacy of the version available only to doctors) is just one example of the technology that has been recently adapted and approved for spa use. To add to its benefits for spas and clients alike, it also stimulates new cell growth and addresses a variety of skin conditions on the face, neck, décolleté and hands, successfully treating hyperpigmentation, acne, irritated skin and rosacea. And to make it a more desirable addition to spa services, the SilkPeel™Spa

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is the only system that can treat dry skin. Adding new technology like this to your service menu requires making a decision to purchase or lease. To determine which is right for you, look at the projected return on investment (ROI) before buying or signing a lease. First review the earning potential for the equipment. For example, if a business that purchases the SilkPeel™ Spa charges a modest rate of 100 Euros per treatment, they will perform a minimum of two treatments per day and if they are open five days a week (E 4,000/month) and carry a monthly lease payment of E 300 on the equipment, the ROI would be incredible. However, if the business should decide to purchase the equipment, they could reasonably expect to have paid in full within six months and still pull considerable revenue. Considering the fact that happy clients refer family and friends, the number of procedures per month is certain to increase steadily, thus driving ROI higher – whether the business leases or purchases. Some leasing companies offer very little down or no money up front, so as revenue goes up the machine will be paid off in fewer months. Depending on the type of equipment you choose to acquire, you must take into account the cost per month for both options along with the revenue you can expect. A simple calculation should help you decide not only whether it is more economical to lease or buy, but also if you are about to make a sound investment: total benefits total investment ÷ total investment x 100 = ROI%. Promoting yourself Word-of-mouth marketing WOMM, one of the most effective forms of advertising for your business, is just one avenue for promotion. Internal marketing, or using a database of current clients, should be where you begin the rest of your efforts because it is lower in cost than other strategies and can be extremely effective. Remember, this is a

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

group that already relies upon your spa as a trusted resource. Other marketing options include newspaper, TV, direct mail, and the Internet. Keep your focus within eight to sixteen kms of your business. To ensure your efforts are worthwhile, compare your ROI by media and marketing sources to the revenue generated by each. Any source that is generating less than 1.5 times your output should be dropped. The Internet is generally a very cost-efficient medium in terms of ROI even though the conversion rate from lead to paying client may be the lowest among all sources and may seem unproductive and labor-intensive on the surface. However, even if a fraction of your leads convert, the ROI is probably the

highest of all sources. Be sure you are tracking leads from the website and that you have the proper SEO (search engine optimization). Public Relations (PR) also puts your name and information about what you do in front of the media, but with one major difference. It’s free. You can take advantage of this commodity by offering free educational seminars, holding fund-raisers, or sending press releases to the media announcing your events. You may even align yourself with one charity or organization in particular to become part of the community fabric. Good PR not only helps provide you with name recognition, but also places you as a trusted and contributing member of your community. If you are introducing a new service or product, be sure you are using marketing and cooperative advertising, when available, from your vendors and equipment suppliers. In addition to collateral material, such as brochures or introductory post cards, many vendors also highlight practitioners on their websites. Training rules Client satisfaction is – or should be – a common goal among your staff. Proper training for front desk staff and phone room operators is essential for a thriving business since these individuals are often responsible for the first impression people will have of your business. They must be knowledgeable in all services that are offered and prepared to answer specific questions. That said, there are some rules you need to follow to ensure success: 1. Be organized! Maintain a full set of spa protocols for treatments, as well as front desk staff. Design a commission and/or bonus structure that keeps your staff working your plan. Schedule regular staff meetings and management meetings. Keep communication flowing. 2. Make the most of free training from your suppliers, especially those who pro-

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vide the new technology you are using. This should include how to evaluate a client’s skin for the new treatments you offer. Most vendors do on-site training and some require skill certification prior to working with the equipment. 3. In any hospitality-focused environment, staff members should check their egos at the door. This allows your staff to keep their focus on the clients and also helps foster the team environment necessary for your business to flourish. 4. Staff members should draw upon existing client trust to offer guidance and advice to cross-sell/up-sell additional treatments, procedures and products. Obviously, current clients rely upon your staff to keep them apprised of the latest in their field. Now that your services have expanded, your staff has a responsibility to utilize the knowledge they have of each client to enhance their experience with additional services. 5. Keep a maintenance or operational log on your equipment. The log should be accessible to all staff members who have access to the machine and should be updated daily or weekly. Be sure to include specific information, such as how and when the machine is used, how and when the machine is cleaned and how often maintenance is required. 6. The office manager should perform a weekly activity report to record what the machine earns and how often it is used. He or she should also log the number of procedures for each piece of equipment and for each treatment room. 7. The final rule when combining the comfort and nurturing of a spa with the latest technology available is to follow the rules and regulations of your state and maintain compliance. Keep up the momentum Simply put, continued success requires continuous growth and attention to what your clients really want.

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Spas have done a tremendous business catering to Baby Boomers, and now that Gen X and Y have hit their stride, savvy spa owners have recognized the need to step up their game. They are serious about keeping up with trends and technology because they want to provide what their clients –and prospects – want. By doing that, they are sure to stay ahead of the pack. Callouts: Take a step away from the pure pampering guests have come to expect from spas to include therapeutic treatments that have long-lasting effects and really make a difference to the tone, texture and appearance of the skin. AND/OR Expanding your focus to include new services traditionally available only in medical spas and physicians’ offices not only draws new prospects to you, but also positions you as an expert in a much wider range of aesthetic procedures. AND/OR Now that your services have expanded, your staff has a responsibility to utilize the knowledge they have of each client to enhance their experience with additional services. Q

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!"#$%&'(")&*+,&!),-%& ./)("0/&12 Ten Essential Elements To Ensure That You Will Be Recognized As THE BEST SPA In Town!

By Larry H. Oskin

edia exposure will help take your spa from being the best kept secret to being known as THE BEST spa in town! PR builds credibility, respect, reputation, integrity, namebrand awareness and best of all, pride for your staff and clients. The media is always looking for experts and education-oriented consumer information. No matter what the season, plan to make news for your spa. Take a non-commercial education oriented approach, so you and your spa team will achieve important ongoing media exposure throughout the year. 1. Strategic PR Objectives: Create a list of strategic business objectives, with at least half of them focused on development of a marketing, media and PR Program. Create qualitative objectives with quantitative goals, to effectively measure your results. Larry H. Oskin is president of Marketing Solutions, an internationally recognized full service marketing, advertising, PR, graphic design and consulting services agency that specializes in the professional beauty, salon, spa and medical businesses.

2. Marketing & PR Calendars: Develop an annual marketing calendar strategy with advertising and promotional plans that are supported by public relations programs. Create a grid noting all of the seasons and holidays. Change your promotions approximately every two months as most spa clients only come in every 6 to 8 weeks. Promote each spa category at least once per year. Your spa gift cards should be promoted all year, while taking into account your biggest gifting holidays of Valentine’s Day, Mother’s Day, Father’s Day, year-end holidays and any national celebration. 3. Media Kits: The most important PR tool for any spa business is to have is a professional ‘Media Kit’ to best represent your spa to editors and broadcast producers. When designed properly, these Media Kits will tell the media all about you, your signature services and your spa team.

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t Spa Business Story: Share what makes you unique and distinctively different. Tell about your spa services, staff specialties, state-of-the-art equipment, advanced certifications, education, media honors and community achievements. t Biography: A one-page brief about your spa owner or spokespersons. t Fact Sheets: Information about your spa business and products. t Professional Photography: Include photographs of your spa treatment rooms, exterior, the owners and all of your spa services. t Pitch Letters: Cover letters should be personalized for each editor and TV producer. 4. Press Releases: Create a series of a one-page press announcements with your most important spa news, new service therapies, special spa events or charitable fundraisers. Tell what, when, how, why and where. Write press releases and pitch to their target audiences! Each release must not be overtly commercial. Simply share news, information and facts while telling the readers what they can learn from you and your spa specialties.

5. Target Media Lists: Create a computerized database with each of the local editors, radio and TV producers on it. Include names, titles, addresses, email addresses, websites and telephone numbers. 6. Editorial Calendars: Offer ideas, expertise and photography to meet the needs of your media targets who pay attention to spa experts. Most publications will have special salon, health, wellness, medical and other related beautycare editorial sections with different themes throughout the year. Many of the national and international trade magazines will have at least one issue per year where they will focus on special topics like massage, facial treatments, hydrotherapy and skincare. These Annual Editorial Calendars are available by visiting their websites. Create your PR programs at least 3 to 4 months in advance when attempting local, regional or national media coverage to promote your spa. 7. Mail, Email & Telephone Pitches: Pitch the media with both email blasts or by traditional mail packages. Learn what your targeted editors prefer. Personally follow up each emailed or mailed presentation with a telephone call! Call to make sure they received your press kit, while offering exciting feature story ideas. Be gentle and not pushy. Become a valuable expert spa resource. 8. Professional Resources: Media

representatives will respect you better, if you use a professional PR agency to represent you. You can create and facilitate a PR campaign all by your-

self, although we do not recommend it. Explore local freelance writers, publicists, marketing and PR agencies. You can use a PR and marketing agencies that specialize in the professional beauty business. 9. Be Creative: Offer your targeted media contacts a free introductory service with a spa tour, so they will come in to personally meet you and your spa team. Consider clever ways to get attention from publishers and editors as well as the broadcast media. 10. Never Ending PR Strategies! PR will never go out of style. The media will always be interested in health, wellness, rejuvenation and everything offered at spas. Now is the time to create an annual PR campaign that will keep you in the news! Create colorful PR Reprints every time your spa is featured. Display these throughout the spa. Create a special media portfolio for your spa reception area. This media portfolio can be used with new guests, to help recruit new staff and for any major spa event, when you need to introduce yourself to anyone of importance. Q

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!"#$%&'()"''*"++( ,"-'&%"+(.-&($*(*")( IRFXV RI *HUPDQ NXUV German New Standard for Resorts & Clinics Designated Medical & Wellness

By Bernard Burt

eturning to Baden-Baden last December for a conference sponsored by the British International Spa Association (BISA) brought back memories of a groundbreaking meeting that was hosted by the German “Queen of Spas” in 1996 under auspices of ISPA. European and American spa industry leaders met for the first time to discuss the future of the spa movement. Remembering an exceptional level of interest, my cochair, Jenni Lipa of Spa Trek in New York, says European spas had lost state subsidies, had to learn American concepts of fitness and wellness vacations. Spa was a town in Belgium; health resorts were called kurort or terme, run by doctors. Clearly, it was a time of change.

Bernard Burt is Senior Editor of Spa Management Journal. His column tracks trends worldwide; Online he updates news at www.SpaGoer.com Burt was founding director of the International Spa Association in 1991.

Former kur director of Baden-Baden Josef Bartholemy met me at a café near his apartment in the center of town. Josef talked about changes in the local lifestyle. Russian investors are buying everything in sight, he laments. A new condo-hotel is under construction directly in front of thermal baths named for the Roman emperor Caracalla whose legionnaires once camped there. Baden-Baden today looks much the same, but the historic state-owned bathhouses have been privatized by a Swiss operator. Within the town are three levels of spa wellness: deluxe hotels without thermal waters; public bathhouses; and private practitioners of natural healing. Culture coexists with a gilded Kurhaus casino and opera theater. I visited the contemporary art museum donated by the Frieder Burda Foundation, a visual feast, blending past and present. A new medical wellness center in the former police station, Arztenhaus, features a salt-encrusted grotto and private clinics. Dr. Andrea Bernhard and her mother demonstrated colon therapy combining massage and internal flush in programs for a week or more. On other floors you can visit an osteopath and fitness trainers.

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yet old problems persist: lack of standards, benchmarking, need for educating spa directors. Presentation of excerpts from an ISPA documentary of industry visionaries elicited questions about who sets standards for the industry. The Europeans seem to be headed in the direction of more government regulation.

One of the first Black Forest hotels to build a modern spa was Schlosshotel Buhlerhoe. Set on a hill overlooking Baden-Baden, with an imperial eagle perched on the courtyard wall, spacious rotunda, cozy lounges with fireplaces, Schlosshotel Buhlerhohe resembles a baronial hunting lodge. Opened in 1914, now a member of The Small Leading Hotels of the World, this is an elegant, elite retreat. The beautiful schloss spa has a glass-walled swimming pool adjoining a sauna complex, salon with La Prairie, Decleor, and Cartier. BRENNER’S STANDARD

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lish a new standard for resorts and clinics, designated “Medical Wellness.” The concept combines spa and beauty with medical services for “people who want to actively do more for their health than the

Chaired by Marion Schneider, head of Toskanaworld in Bad Sulza, Germany, this fourth BISA conference forged international links with European visionaries like Dr. Milada Sarova whose private clinic helped revitalize the Czech health resort now known as Karlovy Vary (Karlsbad). From the oldest spa town in Britain came a report by Jonathan Ogden of Danubius Hotel Group that his Hungarian company will invest in rebuilding a former hospital in Bath as a five-star hotel.

GOLD

Brenner’s Park-Hotel, grande dame of Baden-Baden, brought it all together. Brenner’s Spa offers several levels of upscale treatments, featuring SkinCeuticals, and the Canadian B. Kamins skincare, plus Futuresse, and Kanebo suites. Medical services are integrated with a personal lifestyle program. Managing Director Frank Marrenbach lightened the look of public rooms, maintaining an air of refinement and attentive service. Coupled with a glamorous indoor swimming pool and fitness suite, this 1872 100-room hotel is a bastion of luxury. Privately owned by the Oetker Hotel Collection, member of The Leading Hotels of the World, home of the European Spa Gala, Brenner’s bridges past and future. BISA IN BADEN-BADEN The conference sponsored by BISA last December at Brenner’s gave me a sense of déjà vu. New directions filled the agenda,

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Marion Schneider and her husband Klaus Boehm are extending their company brand to a new Toskana Therme near Frankfurt in Bad Orb, long famed for thermal springs and summer opera. We first met at the 1996 ISPA Summit, displaying their collection of “Healing Waters” photography by Linda Troeller ( a photojournalist based in New York who was featured at the Leipzig photo expo last summer). The same creative team is working on a spectacular bathhouse for Bad Orb, with a new Liquid Sound experience by Micky Remann, scheduled to open this spring. . The BISA conference ended on a note of optimism. Facing economic challenges, fifteen German health institutions have signed a “letter of intent” to estab-

health insurance offers. Criteria for medical wellness facilities require a doctor integrated with procedures, from general health checkup to lectures; certified therapists; multi-disciplinary holistic programs geared to “change guests’ lifestyle sustainably.” Even the furnishings of facilities and documentation of management are spelled out. Medical Wellness is the new spa. Look for new developments when BISA meets in Budapest next June. Q

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