Skip & Day Spas

[LeeV18]

deleted

 

[aqua_diente]

I hope everyone in the world thinks like Skip. If they do, we can retire by age 50.

He is so far off on so many points, I really don't have time to address it all.

By his definition, we created a Resort Spa in our Day Spa. We have a waterfall. We only have three treatment rooms, and our relaxation area and changing room as as big as the three treatment rooms combined. We have an color therapy LED lighting system in our relaxation area programmed to induce tranquility. Our guests - not clients - love our robes so much we have sold 6 of them in the past month. You can have water, tea, wine, champagne or mimosas any time of day. Decadent cookies or healthy snacks, all free. Every day someone is slumped in a chair, passed out in the relaxation area after their treatment. They can stay as long as they want, even if it means we close late.

And none of our guests can believe we created such a wonderful shrine to relaxation in this small town. There were already a half dozen "day spas" doing what Skip recommends. There is even a resort spa two miles away.

We don't specialize. We offer massages, facials, body treatments, waxing, nail services, make up applications. We have 900 sq. ft. of retail space offering the finest products - Bliss, Kiehls, Fresh, Alchimie Forever, Becca, Paula Dorf, and Elemis. We even carry accessory lines of make up cases, candles, soaps and home fragrances. You have to drive 100 miles to find another store that carries any of these brands.

We created something nicer than all of them, because that is what spa goers want. All spas are becoming experiential. Travel is so stressful, people want the resort spa experience without the trauma of going through airport security.

We give that to them in spades, and they rave. After 3 months of operation, we have less than 600 names on our roster of guests, in an area of about 50,000 people. 500 of those live within an hours drive. 200 of those 500 have come in 2-3 times in three months. 120 have been in 4 - 5 times, and 75 have been in 6 or more times.

Our guests' experience is superior to anything else in town - and even at some resorts. And our results are outstanding. So much for those watchwords.


http://www.neroli-spa.com

 

[Cynthis King]

I got the impression that Skip was speaking about the Resort Spa/Day Spa industry as a whole. You are one Day Spa. One Day Spa breaking the "rules" and succeeding does not make Skip so far off on so many points.

So much for those counterpoints.

 

[Span]

Skip's "rules" are a recipe for mediocrity.

If rule # 1 is know your market, offering a prescription for what your day spa should be without any market information is just blowing hot air.

Skip talk about focusing on "results".

Here are some results to focus on

1) Margin per square foot - the standard measure of success of a retail business

2) % of revenue from products vs. services

3) Inventory turns

4) Treatment room utilization

5) % of clients who purchase products and services per visit

6) Adv. & Promo as a % of sales