memBer PersPectives
(CONTINUED FROM PAGE 26)
like the Biltmore hotel, Sowers sees these events as a
benefit to both customers and staff: “We’ve partnered with
Eminence, farmhouse fresh and inika organic, who have
provided training for our staff and demonstrations for our
members.” ideas for the events are sourced from monthly
brainstorming meetings with staff, but Sowers also turns to
outside inspiration, such as magazines, industry trends and
feedback directly from guests.
“all of our events have an impact on our bottom line,”
says Sowers. “clients are able to bring guests to the
events, and we’ve seen an increase in bookings from both
the participants and the guests.” Sowers has also seen an
increase in spa memberships, which is part of the intent
behind hosting the events.
Beyond the Bottom line
of course, there are benefits to hosting events that go
beyond an easily measurable dollar amount. Special events
are a great way to present a spa as a thought-leader for
wellness in its community, according to Sowers at fusions
Spa. Likewise, Prescott states that she wants people to
fusions spa & Wellness hosts a variety of events to drive membership growth.
28
PULSE
■
MAY 2019
“think of the Biltmore as their wellness source,” and that
the events are the primary way to demonstrate that.
Prescott cites greater brand awareness as another
motivator behind the Biltmore hotel’s partnership with
uhealth, the medical system of the university of miami.
The Biltmore hotel frequently co-hosts events with
uhealth, including talks led by physicians and employee
events for uhealth staff. according to Prescott, “these
events are attended by the doctors, which gets us more
exposure with a demographic that we’d love to have as
members.”
a majority of TallGrass aveda Spa & Salon’s events are
charitable, and therefore aren’t intended to directly bring in
revenue. however, the indirect benefits of the events are
immense, rackliff says. The spa is best known for its
Soldier Box Project—an initiative to mail care packages to
active duty military troops—but it hosts other events
throughout the year, including a dog-washing fundraiser
for the Evergreen animal Protective League. “We don’t
incorporate any spa things into that event per se,” says
rackliff, “but we’re talking up TallGrass and have our