Posts tagged #spa menu

DAY SPA AT WILLIAM INGLIS

January began on a busy note, following a phone call from the soon to open William Inglis Hotel in Warwick Farm, Sydney. The hotel had been in planning and under construction for some time, however the addition of a day spa and fitness centre was only decided upon in November, so by the time I received a call in December it meant this pre-opening needed to be executed with utmost efficiency. 

Fortunately pre-openings are one of my favourite tasks. I actually enjoy rolling up my sleeves and being onsite to bring everything to life. Plus I love visual merchandising and interior styling! However, first things first. I needed to understand the location, guest demographic, hotel concept and owners vision so that I could choose the appropriate spa partner, curate a treatment menu, guide the brand identity and choose styling items for the day spa. Then the phone calls and planning began. 

Waterlily Skin Body and Spa was able to deliver an opening order and training within the tight time frame we had. I pulled together a critical path, delegated out various jobs so we could meet the deadline and began purchasing the most urgent of the 600 or so operational supply and equipment items. The Christmas break was the perfect time to go into creative copywriting for the spa menu, which was then immediately handed over to the Accor sales and marketing team for graphic design. I found the stock image below, which is perfect because it speaks to horses, racing tracks and brides... everything the William Inglis Hotel is about. 

The design of the day spa was mostly complete so no major changes to layout could be made, but a few tweaks in the selection of furnishings and the addition of more retail shelving was actioned. Arriving into what was still a construction zone on January 11th with 7 days to unpack OSE, set up, train the team, implement systems and processes and be photo shoot ready required great communication and coordination. Fortunately we were working with a great Accor management team so this helped us overcome the usual little disasters and defects that happen when construction is still in play. 

Our lovely therapists and spa manager were trained in the treatment protocols and we then ran a soft opening for two days which gave us the opportunity to practice and discover the weak areas we still had time to fix before official opening day. Very important and highly recommended for any new business. 

Overall this is a grand hotel and the spa is a beautiful addition, which I expect will become quite the destination for the Liverpool area. I myself look forward to returning for a spa experience when next in Sydney. 

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CREATING A SPA MENU

One of my roles as a Spa Consultant is creating Spa Menu's, and its actually one of my favourite things to do. I love the whole process from selection of skincare, to concept creation, to dreaming up rituals, to writing clever copy and then going through the design process  of branding and image selection. While its obviously a natural part of a pre-opening project, a spa menu is also often a key element that requires fixing within an existing day spa. 

Your spa menu is your key sales and marketing tool. Without a well designed and well written treatment menu your spa may lose potential business. When developing a Spa Menu the following needs to be considered:

Consumers gravitate towards imagery that captures the imagination, touches the senses and evokes a feeling of relaxation and rejuvenation. Images can be a mix of treatment, product and surrounding landscape. The spa facilities can be featured but only if the spa space evokes the feeling of luxury, escape and elegant design.

Every spa menu must open up to a concept statement that touches on the inspiration, spa treatment philosophy, the facilities, the professional skills of therapists and the products used. The statement may finish with a tag line such as escape, explore, enrich.

The order of spa treatments is very important and thus the menu should start with higher priced signature rituals that also offer the business a higher profit yield. The person reading the menu will work their way down to the treatment they can afford.

The spa copy needs to speak to a wide audience... the busy A type, men, women, savvy spa guests and newcomers etc.

Choose a name for the treatment that is reflective of the spa concept.

List the elements involved in a spa ritual such as body scrub, wrap and facial so that this is clear for those who want to quickly read through the menu.

The evocative details can be described in the main part of the description. Things such as ‘be smothered in lashings of organic coconut, lime and shea butter’.

Keep the timings of treatments consistent. For example: 30, 60, 90 mins.

Always finish the treatment description with 2 to 3 benefits. For example: wonderful for circulation, dry dehydrated skin, men, jet lag, relief of tension etc.

Add options to upgrade and accessorise treatments for higher profit yield.

Last page details spa etiquette and other spa details and policies. 

This month Spa Wellness was commissioned to write and design a new spa menu for One Spa at RACV, which has 6 locations, and Amara Wellness Centre in Melbourne. Its been a busy month of creativity, crossing 'i's and dotting 't's and design, but the end result for both businesses has me feeling excited for what profits will unfold. 

You can view our work on our Portfolio page, and if you have a spa menu that needs a bit of help don't hesitate to drop me a line. Photo taken on location for the collaterals at Island Day Spa, Fraser Island.

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