record-breaking year , and I think that ’ s because of the pandemic and people realizing that they need to take care of themselves , whether it be physically or mentally or emotionally . So , I think our membership launch was perfect timing .”
TOTALLY WORTH IT Getting the timing of a membership rollout right is one thing , but creating a spa membership package that provides significant value to guests — while still making financial sense for the spa — is the most critical component .
To that end , Kelleye Martin recommends starting the development of any membership option in the same way that spas often arrive at new initiatives : by listening to their guests . Says Martin ,“ We started offering membership in late 2018 , early 2019 , and it actually started because a guest was coming in regularly , and she said ,‘ Oh , I really need to do this every month . Can ’ t you just charge me every month so it forces me to come in ?’ So , we started to look at it and go ,‘ Okay , we could set this up .’”
The Edgewater has kept things relatively simple in terms of the membership ’ s construction . Members — of which Martin says there are somewhere between 50 and 60 — receive either one hour-long massage or one hour-long facial per month ( those services are priced at the same level on the spa ’ s menu ) at a slightly discounted rate , while also receiving 10 percent off additional services , add-ons and retail items . For her spa , at least , any concerns about offering discounted services to 50 or so people a month are more than offset by the benefits .
“ We ’ re seeing members come in not just once a month . They ’ re coming in and maybe doing a facial that month because they get a little discount on it , then in turn , they ’ re buying product ,” Martin says .“ We see people that come in twice a month and have another massage — they ’ re not going somewhere else . We ’ re building that loyalty to us .”
As a boutique spa , Palo Verde is planning on initially inviting a small number of guests to join as members .
“… it ’ s great to have 1,000 ideas , but be realistic about what you ’ re able to be responsible for and manage . It ’ s always easier to add on versus having to step back and take away .”
— ELLIE STEFANO , Spa and Wellbeing Manager , Palo Verde Spa & Apothecary
40 PULSE • APRIL 2022