In today’s rollercoaster economy, we’re all experiencing financial challenges—professionally and personally. However, I remember that post-9/11 holiday gift certificate sales increased, while the economy, especially retail, took a hit. Day spas created a safe, comforting escape from the changing world around us.

Today’s fluctuating economy challenges our financial security, whereas 9/11 threatened our homeland security. People now want to feel like someone cares about them and that they have control over their lives. Day spas are in business to make people feel good, and we’re needed more than ever in troubled times.

The good news is that clients are still coming in—maybe not as often, but they continue to book appointments. A day spa visit offers the guest a truly personal experience. We provide “it’s all about you” service, so it’s no surprise that we’re able to maintain a more stable business in troubled times. A client may compromise home care, but she’ll rarely sacrifice the level of service she’s accustomed to.

But what about gift certificate sales this holiday season? I predict people will purchase them later than past seasons at lower dollar increments, but a higher volume will be sold nonetheless. The beauty of a gift certificate is that it allows the recipient the luxury of how she’s going to use it even if it differs from the intention of the giver, which makes them the perfect gift.

Keep in mind, people will wait until the last minute for any changes (good or bad) in the economy to plan their holiday budget. They’ll also be likely to give more small or less-expensive gifts.

I’ll take these thoughts into consideration when planning my holiday gift certificate marketing strategies. Please let us know your ideas for having a successful holiday season. Feel free to email them to Rhonda J. Wilson, DAYSPA executive editor, at rwilson@creativeage.com.

Frank  Shipman
Owner, TC Salon Spa
www.tcsalonspa.com
DAYSPA Advisory Board

I hosted my first Thanksgiving dinner two years ago when I was eight months pregnant. I decided to try three new dishes from a gourmet cooking magazine, even though I lacked the two ovens needed and an ability to knead dough. Fortunately, several of my guests offered to bring their own signature holiday dishes and my husband, who’s a much better host than a cook, conceded to let us purchase a precooked turkey.

When my back started aching early that morning, I learned quickly that dinner would be a total flop unless I called for some help. My first SOS went to my best friend, an event planner, who stopped by and created a schedule for what needed to be baked and when. As the rest of our guests arrived, they asked what they could do to help. I let them mash the potatoes, load the dishwasher and cork the wine. Before too long, we were all sitting at the table, laughing and sharing a communal sense of accomplishment about the meal.

Putting good use to other people’s talents isn’t just a sign of graciousness, it’s a necessity for any successful business owner. “Our policy is that employees present two possible solutions every time they come to me with a problem,” says Tamara Friedman, DAYSPA Advisory Board member and owner of Tamara Spa (www.tamaraspa.com) in Farmington Hills, Michigan. “If you don’t involve your staff members, they’re unlikely to take an interest.”

This year, more than ever, it’s important to work together to prevent economic hardship. One thing I admire about Friedman’s managerial style is her ability to nurture the best in her staff. She does more than make her employees accountable; she allows them to flourish.

Are you underestimating any of your employees? Talk to them, and more importantly, listen to their ideas. Like my first Thanksgiving as a hostess, I’m sure you’ll find the results impressive and delightful.

Sarah Colombo
Web Editor, DAYSPA

My husband and I tried a new food and wine bar the other night. While we were dazzled by the simple yet sophisticated cuisine, the service failed to impress us. Not only did we wait a long time for our meal, but my husband’s entrée arrived before his appetizer. Our server apologized profusely and told us that the kitchen suffered from a few “choreography” problems.

The misstep reminded me of a similar incident I had while visiting a spa during my summer vacation. As I waited in the lounge for my massage therapist to arrive, I noticed a full glass of red wine sitting on a nearby counter. I wondered why no one had claimed it as part of their pampering spa experience. Later, my massage therapist told me that the beverage had been placed there for my enjoyment. She was a little bewildered (and so was I) to learn that no one offered it to me. She also revealed that the spa was under new management, so procedures were still being fine-tuned.

All was forgiven until the attendants performed an impromptu maintenance check while I was disrobing in the locker room. The loud “clangs” and “clunks” of locker doors opening and closing spoiled the soothing sounds of meditation music—and my mood. Couldn’t they have waited until the room cleared of guests, I thought?

Choreography is defined as “the art of creating structures in which movement occurs.” If this crucial framework isn’t taken into consideration, it becomes difficult to properly maneuver. The delicate rhythm of synchronization is lost.

Whether you’re a new or established spa, you need to remain in step with your clients and colleagues to deliver a flawless performance. In our November issue, creative choreography comes into play in a number of business management scenarios. Consider it as you’re greening your spa (”Luxury in Green,” page 32), designing pedicure protocols (”Winter-Weather Feet Treats,” page 56) or implementing risk management procedures to prevent sexual misconduct claims against massage therapists at your spa (Dayspa Investigates: “Rubbed the Wrong Way,” page 76).

Dance is the hidden language of the soul, as the late modern dance pioneer Martha Graham once observed. Don’t let two left feet trip up your spa’s success.

Rhonda J. Wilson,
Executive Editor, DAYSPA

Purple is by far my favorite color. Any shade will do—amethyst, violet, lavender, lilac or indigo. To me, it represents the best humanity has to offer—compassion and purpose. A Purple Heart symbolizes heroism, as it awards those wounded or killed in the line of duty, and the Pulitzer Prize-winning book, The Color Purple by Alice Walker, exemplifies the struggles of poor and abused Southern black women who eventually triumph over oppression.

In October, compassion and purpose unite in the form of a purple ribbon during National Domestic Violence Awareness Month. The observance mourns those who’ve passed away as the result of abuse, celebrates individuals who’ve survived and connects those who work to end it.

Spa/salon professionals play a unique role in the issue of domestic violence, which affects one in four American women in their lifetime. Therapists, estheticians and hair stylists often detect the initial signs of abuse due to the intimate nature of their work on faces, bodies and scalps. It gives them the opportunity to lend an ear or, better yet, a hand to support clients and co-workers who need help finding their way out of abusive situations.

In our October issue, “DAYSPA Investigates: Hitting Home” explores this senseless and often silenced issue. Learn appropriate ways to approach clients and co-workers who may be victims of abuse, and how your spa can partner with or donate time, money, and resources to local shelters and domestic violence awareness programs.

This month is also National Breast Cancer Awareness Month. A woman is diagnosed with the disease every three minutes, making it the second most common cancer among U.S. women, according to the American Cancer Society (cancer.org). Show your spa is committed to the pink ribbon cause by offering products manufactured by companies that donate a portion of their proceeds to breast cancer research initiatives. See our “Must Have” columns for a look at the latest products.

Whatever your purpose in life may be, I hope it involves a compassionate purple or pink ribbon this month.

Rhonda J. Wilson,
Executive Editor, DAYSPA

There are a number of ways to get the most out of your retail area. For spas, the two best sales aids are choosing highly publicized and trend setting products that sell themselves, and in-store marketing and promotions to support them.

Before you consider offering a line, determine if the brand has selling power. What sets this product apart from the rest? What creative ideas does the manufacturer have to support sales and get attention for its offerings? Are your manufacturers driving traffic to your spa through their website?

Top manufacturers retain national public relations firms. While vendors churn out publicity to build their brands, they also look for local opportunities to generate sales. Become a part of the PR process and vendors will start to include you in their national efforts. Developing cross-promotional ideas encourages them to share their national PR services with your spa.

Make your vendors your marketing partners. What do you need to sell this product or service to your spa customer, and is this vendor capable of providing it? Does it offer suggestions and ideas to help promote its offerings? Can it provide your staff with the right tools, such as marketing materials.

Work with manufacturers to turn your retail area into a local hot spot. Here are some suggestions:

• Host demos, sessions or events around their products.
• Use your in-house experts or invite manufacturers’ trainers to speak. Events like this will turn your facility into a source for media activity.
• Offer your employees as local experts on treatments and products for media opportunities.

Don’t lose out on marketing dollars that are earmarked for you. Use these strategies to effectively leverage your vendor partnerships to get the most from your retail area.

Nancy Trent
Owner/Founder
Trent & Company, Inc.
www.trentandcompany.com
DAYSPA Advisory Board