“If the event is done right, you'll create
an unforgettable experience...which will
add excitement to what you offer.”
Toscana's "Man Cave" event has been successful in attracting more men to the club's spa.
Create an event calendar
early to allow for planning
and execution.
Plan the spa event calendar in the first
quarter of the year. Have marketing
collateral created that highlights events
to pass out to clients. Try coordinating
themed events with holidays that lend themselves to the spa
atmosphere, like Mother’s Day or Valentine’s Day. Heslop
hosted a successful “Date Night” event the weekend before
Valentine’s Day, where guests were encouraged to bring a date.
“Rather than getting our regular female attendees, we were able
to double up by having their husbands attend as well,” recalls
Heslop. This instantly doubled the brand’s reach in a fun and
inventive setting.
Decide on event goals.
Create a pre-event worksheet to organize
your event. Your event goals should be
clear and communicated to all employees
and other businesses you partner with.
Heslop adds, “Having clear cut goals helps
us stay focused on the purpose of why we
are running the event.”
Finalize a budget.
The bottom line will be used to measure
the success of an event. During the pre-
planning phase, be sure to include all
expenses in your budget. Cross-promotion
with another brand or spa is a great way to
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