Spa Events: New York Spa Alliance Symposium 2015

An expert panel at the 11th annual event discussed the evolution of spa.

When is a spa not a spa? What does the word “spa” mean, anyway? These issues, and more, were discussed at the annual NYSPA (New York Spa Alliance) symposium on May 12.

The event, held at the Cornell Club in midtown Manhattan, was the 11th edition of this annual symposium, masterminded by the indomitable Professor Mary Tabacchi of Cornell University and her New York Spa Alliance board team. This year’s theme was a mouthful, “The Evolution and Future of Spa/Resort Marketing: Brand Integrity in a Dynamic Market,” but it summed up a very topical issue.

Given that today’s spas have no clearly defined or mandated components, it can be difficult for consumers to understand exactly which services or products they might find in one. There are now more than 26,000 spas in North America, but each one is a little different. Add to that the current intense focus on anything “wellness” related, and you end up with a grab bag of services and programs, products and facilities. So, the intention of the day’s panels and presentations was focused primarily on the marketing of spa businesses, and how to differentiate while preserving brand integrity. These issues are particularly important to the global chains such as Starwood Hotels & Resorts, WTS and ESPA, all of whom were in attendance, along with representatives from many prominent national brands including Elizabeth Arden Red Door Spas, Salamander Hotels & Resorts and Massage Envy.

The attendees were treated to panels on “What Brand Integrity Means” and “Marketing, Past & Future,” which both delved into current best practices in marketing. Findings included:
• With so many channels, each business requires a clear marketing strategy
• Brands need to be clearly defined in order to connect with consumers
• Marketing must respect global cultures, even in spas’ home towns
• Strong leadership and communication around company vision are just as important as marketing strategies
• Video continues to grow in usage and should be a component of any company’s efforts

Dr. Robin Andersen from the Fordham University School of Journalism noted in her presentation that today, information is so readily available that media content becomes commercialized, and one result has become lack of “reasoned debate.” Professional practices and values, such as skepticism, independent stance and multiple perspectives, are being eroded. Andersen says it is crucial for the press to maintain both quality of editorial content and an ethical standpoint.

Professor Robert Thurman of Columbia University, an eminent scholar on Eastern Religions and an expert on the Dalai Lama, discussed the ongoing evolution of the Menla Center for Health and Happiness in upstate New York, which he part-owns. President of Salamander Hospitality Prem Devadas presented the story behind the concept of the new and already iconic Salamander Resort & Spa in Middleburg, Virginia, along with four other properties currently owned or in development by the company, and was accompanied by the spa director Penny Kriel.

Booker’s director of vertical markets Tanisha George presented “Effective Marketing Today,” and in a jam-packed 40 minutes offered the attendees ideas on current marketing best practices, especially through web and mobile channels, along with eye-popping statistics on the continued growth of these segments. Booker currently has thousands of spa clients providing a treasure trove of data, and George reported that the top three channels creating revenues for Booker spas are online booking, social media integration and the Booker app.

The “Brand Integrity for Spas” panel included global director of Starwood Spas Amanda Al Masri, senior vice president of operations for Red Door Sharilyn Abbajay, director of operations for ESPA Sandra Sadowski, and vice president of operations for Massage Envy Jessica Marks. This luminous group shared the background and continuing evolution of their respective brands.

Red Door, in particular, is a 100-year-old entity that has found a way to stay relevant in today’s market, particularly through reaching out to younger consumers via annual subscription plans and new products, while not alienating their older core customer. Abbajay also shared that the current marketing budget is divided approximately 50/50 between digital and traditional channels.

Starwood has six different spa brands under its umbrella, and each has a specific image, with standards and processes that are brand specific, in place. ESPA is still a family-run business, and that family feel remains, in spite of operations spanning 55 countries on five continents and a global product line. Massage Envy’s efforts are more localized to each franchise and are typically event-driven.

The day concluded with a panel discussion, The Future of Spa/Wellness Journalism, moderated by Liz Terry of Spa Business Magazine and featuring Julie Keller of American Spa Magazine, Olessa Pindak of Prevention magazine, Mary Gendron of Middleton & Gedron/Eric Mower & Associates, and myself. We discussed the importance of maintaining integrity and an unbiased approach in journalism, and agreed that trade press still plays a vital role in the modern world.

Thanks again to Mary and her NYSPA team for a thought-provoking and informative day.—Lisa Starr