MEMBER PROFILE
Left: The spa's interior is modern and sleek. Top:
The fitness center is equipped with the latest
fitness equipment.
Their wellness program offers over 70
weekly classes including High Intensity
Interval Training (HIIT), Breathing,
Pilates, Yoga, Spinning and Restorative
Aqua. Their residents’ favorite beauty
treatments include the Williams Island
Signature Facial, Signature Massage and
HydraFacial MD. Given that a significant
majority of members are also residents,
the spa has found that lifestyle guidance
and classes are also very popular.
“Classes on common medical issues,
weight control and probiotic cooking are
very popular with residents who want to
alter their everyday lifestyle and habits
toward better health, not just during the
time when they are in the spa,” says
Patella.
To keep up with the latest health and
spa trends, the spa makes it a point to
regularly update its menu. “We are in
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July 2016
the process of updating our menu as
new services, such as HydraFacial MD
has been added. The spa industry is
constantly growing and we strive to
provide the best of those services for our
members,” she says.
In addition, Patella also looks into
the manner in which information about
treatment updates is delivered to its
members. “We are moving toward an
electronic menu with a basic general
brochure. This would allow for brief
video presentations of programs and
services, with current information to
better describe the benefits to our
residents,” she says.
Unique Marketing
Being part of a residential community
also means that the spa has to market
itself a little differently. “We do not
want to inundate our residents with
marketing collateral,” says Patella, “but
we use our own television station to
promote events that are planned on a
monthly basis.”
Knowing its place within a diverse
residential community has allowed the
spa to get a better understanding of
what its members want, such as themed
nights catered by its Food and Beverage
department and a thriving Cultural Arts
and Entertainment Committee. “Our
client base consists of resident
members, with a small outside
membership of 150 members. Our
residents come from all over the world:
Mexico, Eastern Europe, North America,
Asia, Africa, England, and more,” Patella
says.
From the groundbreaking in 1984,
Williams Island Club & Spa has
maintained, developed and refined its
primary commitment to residents. Its
marina and tennis facilities are commonplace in Florida residential communities.
What is less common are the club’s
commitment to everyday health like dog
walking, children’s playgrounds and
healthy dining.