alvadora spa takes inspiration from the surrounding nature to make guests feel relaxed . spa professional , but it ’ s not always a ball of sunshine when you must deal with heavy competition , customers with high expectations and all that heat !
it ’ s always a competition Being part of a crowded market , keeps many Phoenix resort spas on their toes . It ’ s a constant challenge to acquire new customers and keep them coming back .
“ One of the biggest challenges we face at The Running Water Spa is the sheer amount of both resort and day spas in our area ,” notes Angie Battaglia , leisure services and adventures supervisor at Scottsdale Camelback Resort in Scottsdale , Arizona , which is a hop , skip and a jump from Downtown Phoenix . Because of the constant competition , Battaglia tries to stay competitive with the spa ’ s menu , features and pricing .
Sara Huddleson , spa director at the Alvadora Spa at Royal Palms Resort and Spa in Phoenix agrees that the vast amount of spa competition for local clientele can be a huge challenge — especially in the summer months when tourism tends to slow down .
“ We are constantly tasked with ensuring the guest experience is always flawless , so we keep our local guests coming back — and referring new guests ,” says Huddleson . “ The competition is strong , but I think that makes us better at what we do .”
And discovering what you do best is how resort spas in Phoenix are able to stand out . Teri Kramer , spa director at The Talking Stick Resort in Scottsdale , owns the fact that her spa is located in an entertainment destination . She knows guests go to Talking Stick for “ the ultimate playcation ,” so she uses that to her advantage when attracting customers to the spa .
“ We have created recognition through our specials and promotions that are consistent throughout the year ,” explains Kramer . “ We strategically place advertisements throughout the resort and casino to convince guests who are there for play that spa can be part of that ultimate getaway .” Running promotions like “ Autumn Bliss ” and “ Take Me Out for a Spa Day ” and advertising them throughout the city via billboards and freeway marquees keeps locals and visitors engaged with the spa no matter the season . “ Our guests look forward to what is next ,” Kramer adds .
Talking Stick Resort keeps with their “ playcation ” theme throughout all their advertising and connections . By sponsoring the Phoenix Suns , who play at Talking Stick Resort Arena , the resort can advertise their spa offerings to locals and guests who are already there for basketball games and major concert headliners .
On the other end of the spectrum , Battaglia is faced with the challenges of running a boutique spa . “ We are limited by the number of treatment rooms and have limited spa amenities to offer ,” she notes , but says , “ We overcome our challenges by focusing on offering inspired treatments with therapists who are passionate about providing a truly memorable service .”
spa-savvy clients In a heavily saturated market , competing for customers is just the tip of the iceberg . The Phoenix area has a lot of spas because there is a demand for them . Both locals and area visitors understand the importance of regular spa visits and are educated on the latest treatments and products .
“ We have a very spa-savvy clientele that genuinely cares about the quality of products that are being massaged into the skin ,” says Huddleson . “ It ’ s imperative that we operate with integrity and only provide services that use the finest quality of ingredients .”
Phoenix spas have noticed an uptick in the number of guests who come in looking for certain treatments or have a deep knowledge of product ingredients . Battaglia attributes this to the deep interest of the area ’ s clientele , but also the technological world we live in .
“ Spa guests are much savvier now that technology is so
July 2018 ■ PULSE 25