ticipate in post-show webinars that expand on conference topics.
PRO TIP: One of the best ways to keep in touch with new contacts is to connect on LinkedIn. Interact with thousands of industry colleagues by following ISPA on LinkedIn. www. linkedin. com / company / international-spa-association
Create content that showcases your forward-thinking approach. Share key innovations you’ re implementing on your social channels and feature show insights in your client newsletter to highlight your commitment to advancement: Tag speakers, brands and spa shows in posts to expand your professional network. After implementing a new treatment protocol discovered at a conference, share the journey on social media.
Measure your return on investment A systematic approach to measuring ROI helps justify your attendance investment for future budgeting. Track tangible outcomes, including savings from show-specific vendor discounts, revenue from new services inspired by the show, efficiency gains from operational improvements and staff retention benefits from training and reinvigoration.
Create a one-page ROI summary comparing investment versus returns. For example, a $ 2,500 attendance cost that generates $ 12,500 in new business and savings represents a“ 5x” return— compelling data when budgeting for next year’ s event.
Show Your Work— Create an ROI Report
Turn your convention insights into a compelling case for future attendance. A simple summary report helps your GM or executive team see the value— and keeps your own action items on track. What to include: l
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Key takeaways: Top three innovations or trends and how they apply to your spa New contacts: Providers or peers you plan to follow up with Action steps: What you’ ll test, implement or research next Early wins: Any discounts, product trials or ideas already in play ROI snapshot: Estimate cost vs. potential or realized value
PRO TIP: Format it as a one-pager or short slide deck— it’ s not just a report, it’ s a reflection of your leadership.
Become an industry contributor Move from passive participant to active contributor in the spa community. Mark next year’ s call-for-speakers deadline on your calendar and document unique success stories from implementing show ideas that could form the basis for future presentations.
Provide thoughtful feedback to the spa show organization about the event, volunteer for committees or advisory groups, and suggest innovative session topics based on emerging challenges your business faces. n
SHERRIE TENNESSEE, PH. D., has more than 20 years of experience in hospitality, wellness and education. She earned her Ph. D. in hospitality with a focus on wellness technology and has held key leadership roles, including director of spa and wellness at the Mandarin Oriental and group education manager at Sandals Resorts International. As an educator and speaker, she develops curriculum and delivers presentations internationally, focusing on innovation in tourism and wellness. | linkedin. com / in / sherrie-tennessee-phd /
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