Posts tagged #spa menu design

SWC PROJECTS

These past few months, myself and the team at Spa Wellness have had the opportunity to work on a few smaller, but no less important projects. So I thought I would share an update on whats been happening here at SWC HQ in Melbourne. 

AMARA WELLNESS CENTRE - MELBOURNE

Amara is a unique wellness concept that weaves together a range of services. Located in Brunswick, Melbourne and owned by Dr Zara Celik, this centre offers turkish hammam rituals, wellness coaching, chiropractic, endermologie, endermotherapie and a huber motion lab. Traditional spa culture meets modern day technology for a fusion of relaxation, rejuvenation and rehabilitation. 

Upon discussing the objectives we began working on copy for a new treatment menu and website. My graphic designer Stef worked her magic by refreshing the brand and designing the spa brochure and other signage. Marc, my web developer worked on a new website based on how I felt the site needed to be navigated and what it needed to offer. I enjoyed a lovely hammam ritual so that I could offer feedback on the guest journey and where it needed to improve. And we supplied SOPs and standard contracts.  

With these few important changes Amara Wellness Centre now has a greater opportunity to achieve and flourish in the competitive wellness industry.

SWISSOTEL - HOPE ISLAND, QLD

Hope Island Resort is quite a grand property sitting in the centre of a golf course on the sunny Gold Coast. However it is now under re-development and therefore I was asked to provide a design brief for a new day spa. Two architects had already prepared plans and while they were good, amendments were definitely required. The prep room, office and retail area was not sufficient, there were a few too many treatment rooms, with too few facilities and the circulation of traffic through the space was not going to flow. 

This is where having a consultant that knows the inner workings of a space is an imperative, both from an ROI and efficiency perspective, along with the fact that calm staff and good flow equals a seamless guest journey. With that knowing, we revised the floor plan, presented a new concept which meant reducing treatment rooms in favour of a thermal bathing experience, plus added the necessary back of house areas that would support staff efficiency, which thereby reduces labor costs and stress. 

The end result is a day spa, that already just on paper, is going to be more profitable, more attractive, more competitive and a deliver on a much nicer guest experience.

RACV ONE SPA - VIC, QLD

Did you know that RACV has a portfolio of hotels and resorts? No less their own brand of day spa, called One Spa? Neither did I until I received a call in March of 2016 with a request to put forth a tender to review all six One Spa sites. 

Two months later, and following a thorough review of each One Spa, which involved a mystery shopping audit and then a return visit to carefully observe and ask questions of the business, I put forth a detailed report outlining the existing challenges and solutions. From this report, RACV implemented many changes and went onto choose a new spa partner. This then meant changing the spa menu for each One Spa and this was approached strategically based on previous best performing treatments. 

We wrote the copy and drafted the initial spa menu design, which was then completed by the in-house graphic design team. A simple luxe paper stock was chosen as per recommendation and finally after many detailed hours of proofing and editing, the spa menu was launched in conjunction with Comfort Zone as the new spa partner. 

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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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