EXCLUSIVE!
SPA WISE: ‘Tis Better to Receive

In the upcoming November issue of DAYSPA, you’ll see a feature article by Monica Schuloff Smith on spa reception areas. The topic turned out to be so rich in information that we couldn’t resist revisiting it here and providing additional material you won’t see in the article. Following is Smith’s exclusive interview with Jack Cornell, a spa design leader at Architainment ( architainment.com) in Albany, NY.

DS: What does a reception area say about a spa?
JWC: Your reception area is a microcosm example of how the rest of your facility is run. It portrays and emanates your brand image. Whether loud and disorganized, or sleek, clean and well managed, it will communicate to clients an impression of your entire facility.

DS: Is a reception area always necessary to a spa?
JWC: Absolutely. The reception area acts as the “control center” for the spa, enabling efficient traffic flow. It helps clients find their way and provides immediate attention and human contact. All spa owners know this, but often try to save on this area to spend more on equipment for treatments.

DS: What are your primary considerations when designing a reception area?
JWC: There are many but some key points include adequate space to support front desk staff at peak hours; location of the desk to ensure that the receptionist can see the spa entrance, retail area and hallway; and compliance with the Americans with Disabilities Act to provide adequate room and visibility.

DS: What would the worst reception area be like?
JWC: It would be messy, loud, disorganized, confused and staffed with unprofessionally dressed and undertrained people. There would be non-reception staff hanging around and maybe a few recently shipped boxes of product within view.

DS: Aside from the opposite of all the things you just mentioned, what do you look for in a reception area?
JWC: In addition to quality furnishings and materials, I appreciate properly budgeted and designed lighting and touches like sculptures and water features. I’ve also seen areas with an entry kiosk with a concierge properly directing clients according to their needs.

Photo courtesy La Dolce Vita Salon and Day Spa

DS: How much should you invest in a reception area?

JWC: The budget for a reception area may approach $150 to $200 per square foot, using higher grade materials and furnishings. It may seem high when you’re also paying for expensive equipment, but it does takes a sophisticated reception area to help lure and convince clients to actually try the services that use that equipment.

DS: Which colors and materials work best and which should you avoid?
JWC: Natural finishes never go out of style—solid woods and natural stone and marble, for instance. Wood veneers, plastic laminates, illuminated translucent panels, and naturally oxidized and sealed metals all work. I avoid plastics and Plexiglass, which get permanently scratched, overly bright colors and too many colors, and glaring lighting.

DS: What are some affordable ways to improve an existing reception area?
JWC: Instead of buying a new reception desk, buy a pre-owned one or upgrade your current one with new surfaces and finishes. For better lighting, add a large pendant mount in the center of the area, or smaller ones above the desk. To counter noise, move your call center elsewhere or replace ringers with lights, and use music to mask other noises. If you don’t already, start using essential oil diffusers. Use resin panels filled with natural materials such as leaves for decoration, or to create separation barriers.