in walking your guests through the process .
Once any technical kinks are ironed out , it ’ s crucial that the person or people leading the event itself are comfortable presenting to groups in a virtual environment . After all , the quiet intimacy of an in-spa facial is very different than the more communal “ spa party ” atmosphere of many online events . When Five Wellbeing Studio + Spa launched their virtual facial events , Betsy Abrams noticed that some of her estheticians relished the change of pace .“ A couple of them are so into it ! They get a chance to really talk to people on a virtual facial . There ’ s a real energy — they just love it .” Of course , if your team is camera shy , connecting with resource partners can be a great way to bring expert education to your guests . Livia Reddington notes that the vendor Montage Palmetto Bluff worked with to lead their virtual facial events not only provided excellent education , but they also collaborated on details ranging from the events ’ theme to table décor .“ Definitely lean into your product partners for support ,” she says .
Spa leaders should also give themselves plenty of leeway when it comes to organizing and shipping any materials guests will require for participation
in virtual events . With postal delays common during the pandemic , Betsy Abrams learned early on that efficiently managing events involving guests from all over the country required plenty of lead time . “ We need 10 days , minimum ,” she says . “ Not 10 days to sign up , but 10 days to ship . You can ’ t be doing things last minute . The worst thing is having an event scheduled , and one person doesn ’ t get their kit .”
Start with “ Why ?” and Go from There
Beyond simply keeping guests connected to the spa and lifting them up
Virtual facial and spa party events were a hit with members at the Spa at St . Andrew ' s .
“ We ’ ll engage with the groups about what they ’ re celebrating that day . We really engage with the people , and I think that ’ s important . Really , it ’ s a way to connect and have fun . We don ’ t want to take over and do a huge sales job .”
— BETSY ABRAMS
18 PULSE ■ APRIL 2021