Outside Is In

Outside is In

I was doing a hardhat tour of a new spa in the wine country yesterday, one we did the space plan for at the soon-to-reopen Hotel Yountville. (Yes, the teeny Napa Valley town whose restaurants are famed for possessing more Michelin Stars than most major cities.) I remember being a bit challenged by the dimensions of the floor plate as I was working on the design a year ago. But as I walked through it yesterday, I was delighted by what I saw.

Interior architect Lisa Holt of DLS Hotels, our client, did an impressive job of creating a light-filled, airy and charming interior as she took my design from two to three dimensions. Lisa has been an enthusiastic spa visitor and has actually owned and operated a small luxury hotel and spa with her husband and DLS partner David Shapiro.

Fortunately, one direction we could go was up. Lofty ceilings and spectacular, tall treatment room doors create a slightly Alice-in-Wonderland feeling.

In the wine country, the last place I want to be is a cave (unless it’s filled with champagne.) Lisa brought the outside in with extensive use of tall windows, repeating the elegant rhythms of the doors, and we designed small private garden sitting areas off each treatment room. Bringing the outside in takes a small footprint and helps it to live large. The wet areas of the spa give onto a lounging pool, extending the spa experience effortlessly outside.

Being able to get outside while at the spa is a real luxury, and even a little bit of outdoor space can enhance the guest experience dramatically. I know that I’m willing to spend more time at a spa when I can be outside sometime during my visit. Resorts usually get this right and plan for it from the outset, though I’m often surprised at how catacomb-y spa designs can be and cut off from the outside.

Outdoor space is not always an option, especially for day spas in retail settings. But sometimes an opportunity is right under our nose, in the form of ugly-duckling outdoor space that has become invisible to us through its very familiarity. It’s hard to look objectively at your own space, especially if you’ve been in it a long time, so sometimes it’s worth consulting with a designer to see what they “see.” One of my favorite publications for inspiration for small outdoor spaces is Sunset. They have a long tradition of outdoor makeovers that are simple, clever and inexpensive.

A few years ago we turned some found space on a second floor balcony at Preston Wynne Spa and turned it into a cabana-curtained loggia replete with cushy furnishings, outdoor rugs, and a private pedicure area for al fresco treatments. Five feet wide and thirty feet long, it was not useful for much of anything and surfaced with a very unattractive waterproofing seal. We added decking panels that sat atop the surface to create a more attractive foundation, and a fountain to muffle outside noise, as well as lush planter boxes (these also helped create more privacy.) With some soft goods (which are easy to refresh each year) it has become one of the most popular features of our spa.

Bonnie Waters at Changes Spa and Salon in Walnut Creek, California, found an unloved easement between a parking lot and the side of her building, a plain little patch of tanbark and forlorn shrubs. She convinced the building owner to allow her to use the space, which had no other purpose, and developed it as a charming outdoor terrace for her spa’s newly expanded retail and party room, screening it from the parking lot with landscaping. Because she couldn’t make permanent changes to the easement, she used decomposed granite with pavers set into the soil, rather than mortar.

Probably the best example of enhancing the guest experience with “found” outdoor space is at Osmosis Spa Sanctuary in Freestone, California. After years of operation as a landmark day spa specializing in Japanese enzyme baths, Michael Stusser, the visionary owner of Osmosis, carved a spectacular and authentic Japanese garden from a patch of creekside brush. This work of art is now the highlight of any visit to the spa and has created a remarkable identity for Osmosis.

I’m looking forward to experiencing the new spa at Hotel Yountville, inside and out, after our opening during Harvest season. Spas at their best reconnect us to nature and a more natural way of being. Outdoor space is often more than a sum of the parts; it’s always a great value-add.

Seven Steps To Abundant Sales And Stellar Customer Service

Spa Employees From Hell!

We posted this short, funny, customer service video on YouTube, showing common sales and service “horrors” that happen in spas and salons everywhere, ruining chances of retaining guests, rescheduling, and retailing. Each vignette illustrates a fatal flaw–some obvious, some more subtle–and all of them re-enactments of real spa employee behavior I’ve personally experienced. It’s a great clip to show at a spa staff meeting, and certain to get people talking.

When you’re ready for the horror to end, you’ll find each of these scenes, along with vignettes showing the proper way to “replay” each, available on DVD and mp4 format, titled Selvice: Seven Steps to Abundant Sales and Stellar Customer Service.

Please email us to receive a copy.

Thanks to BoomCycle Online Marketing for their stellar video editing on “Tales from the Spa.”

Mastering The Reservations Call

Front Desk Training: Mastering the Spa Reservations Call

Registration for this webinar has closed and below are the topics which were discussed. This training is available online as Part 2 of The Spa Concierge Finishing School. Please check the Events and Learning Academy pages for this and other trainings.

The first in our “Moments of Truth” series for your front desk team, this one-hour session is perfect for honing skills, building sales awareness and enhancing the service mindset.

Guests who are calling you for reservations are not just looking for appointments, they’re seeking a “preview of coming attractions.” Does your team handle your reservations calls like ho-hum, routine transactions, or do they strive to create a positive and memorable experience for every guest? This training session for front desk and reservations employees and their supervisors is an eye-opening journey into what it takes to provide five-star reservations service while growing sales.

Agenda:
• Are you “filling an order” or “creating an experience” for your guests?
• Moments of Truth and why they’re so important to guest satisfaction
• The Three Elements of every great service experience
• Getting the Greeting right
• Finding your voice: what your guest wants to hear
• Creating rapport with callers who have different “social styles”
• Making the best possible first impression
• Essentials of telephone etiquette
• The do’s and don’ts of the “hold”
• Using the guest’s name effectively
• How to answer those tough or tricky questions (like “who’s your best massage therapist?”)
• Shortcuts for creating rapport quickly
• Active listening techniques
• What your returning guests need from the reservations call
• What they’re really saying when they ask, “How much are your facials?”
• Spreading the love around: how to make sure all your guests get great care
• Offering alternatives when their selection isn’t available
• Upgrading gracefully
• The best way to discuss “gender preference” for massage appointments
• How to communicate your cancellation policy without ruining the mood
• Helping ensure a smooth first visit: pre-arrival orientation
• The Fond Farewell

 

spa client reception

Front Desk Training: Checkout that Maximizes Rescheduling & Retail

Registration for this webinar has closed.  Below are the topics which were discussed.  Please check the Events and Learning Academy pages for our offered trainings.

Your biggest moment of truth in a spa or salon takes place, not in a treatment room or at an employee’s station, but when a client is checking out. This is the moment you must ascertain whether a guest is satisfied, when your guest is invited to reschedule, and when they are invited to make home care purchases. Your challenge? To do all this while checking out guests as quickly and as accurately as possible.

Because your reschedule/retention rate is the most critical metric in business success, this “moment” must consistently ensure the best possible outcome. Being friendly and efficient is important, but it’s only the beginning.

Join us for this webinar, the third in our series for front desk employees and their managers. Presenters Lisa M. Starr and Peggy Wynne Borgman of Wynne business, veteran spa consultants and educators, pack the hour of instruction full of use-it-tomorrow, down to earth content. Jessica Zike of Coyle Hospitality Group, the premier mystery shopping company for the hospitality industry, will kick off the session by providing eye opening real-world performance data from their Mystery Shoppers, as well as anecdotes about front-desk experiences that missed the mark.

Participants will learn:

– The importance of the front desk team in building the business
– The hidden opportunities of checkout
– Who is supposed to do what? Understanding roles and responsibilities in this transitional zone
– Recognizing the guest at checkout; what to do when you don’t know their name
– Creating a smooth “handoff” from a service provider to the front desk
– Creating a smooth transition from the locker room to the front desk
– How to effectively gauge guest satisfaction at checkout
– The most inspiring home care recommendation strategies
– What to do when you’re asked a question you can’t answer!
– How to respond to “objections” such as “I already have something like this at home”
– Building the sale with “bumps”
– The recipe for persuasive invitations to return
– What to say when the guest says, “I need to check my calendar”
– The most neglected step in the checkout process

 

Online Spa Management Training

The Spa Director’s Management Intensive: August 22-25

Registration for this training has closed and below are the topics which were discussed.  Please check the Events and Learning Academy pages for our offered trainings.  Interested in trainings in your area? Please email us.

If you own, manage, or plan to invest in a spa, this program is a must!

Co-taught by Peggy Wynne Borgman and Lisa M. Starr of Wynne Business Spa Consulting

Read more