Top 3 “Don’ts” of Spa Planning
By Brian Lombardi
The big day has finally arrived! After months of planning and sleepless nights, you’re about to open the doors of your new Spa to legions of the health-conscious pressing against them! As the days turn into weeks, though, you find yourself plagued by three little words that have now become your constant companion: “Why didn’t I…”
As you’ve likely come to appreciate already, planning a Spa is no small feat; after all, you’re only one person, and can’t possibly remember each of the million little details that come at you each day! To chip away at some of those, and help spare you from those awful three words, we present the Top 3 “Don’ts” of Spa Planning:
1 Don’t rush it
Properly planning a Spa takes time; budget accordingly. Many of the problems and issues that are quickly discovered after opening day could have likely been avoided if sufficient time had been given during the planning stages. Be certain to create a realistic timeline that affords enough time to consider and address all aspects of the process.
2 Don’t forget to think like your Guests
Do you have an eye for design? Are you a savvy business person? You obviously haven’t come this far by accident, and undoubtedly bring a special skill set that will make your Spa succeed. However, none of that may matter if you fail to consider the experience in your Spa from your Guests’ perspective.
While planning, don’t forget to “walk” through each aspect of your Spa and ask yourself: “How would my Guests experience this space?” For example: If I was wearing nothing but a robe, how comfortable (or exposed) do I feel? If I were lying face-up on a Treatment table, what would I see or hear? Taking the time (see #1) to analyze things in this way will not be time wasted.
3 Don’t skimp on Back Of House
When looking at a cost/revenue analysis of each square foot/meter of your Spa, it would seem that a great place to skimp is on Back Of House (BOH). After all, less area allocated to BOH means more area that can be allocated to revenue-generating space, right? Sort of. It’s certainly true that we want to maximize revenue by offering a good balance of amenity and revenue areas, but it’s also important to consider the impact insufficient BOH can have on profitability. For example, the amounts and types of BOH- or lack thereof- can affect the quality of service offered to Guests (see #2), reducing referrals and repeat visits. Also, Staff that is forced to work under less than ideal environments can become frustrated and leave, thus increasing turnover and training costs. Both of these impact profitability.
Indeed, Spa planning certainly isn’t for the faint at heart, but avoiding these common mistakes just might be the key to your Spa’s long-term success!
