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One spa is in the middle of the country and the other is on the water , yet both have maximized their opportunities during the pandemic . Here ’ s how they went about it :
Weekend Destination
The Potosa Spa — which is a 90-minute drive from Cedar Rapids and Madison , three hours from Chicago and Des Moines and five hours from St . Louis — has always been focused on making the hotel and spa part of a weekend destination . They have done bridal shows and travel shows in Chicago , Cedar Rapids and Des Moines the past few years and worked with the convention bureaus and chambers of commerce .
That approach became especially useful this summer when the entire country , at one time or another , was forced to quarantine and avoid crowds . Many people who didn ’ t feel safe flying , which meant they couldn ’ t easily go to another part of the country . Travel became much more regional .
After a few months of the pandemic , those in crowded cities were getting a little stir-crazy and looking for a more remote environment to relax and unwind , and Potosa took advantage of the groundwork it had laid in marketing .
“ I think that it all just kind of culminated this summer ,” says Alexis Cabrera , the Spa Manager at Potosa .“ When people were looking for a destination , maybe it was in the back of their mind , or they had heard of it , or they ’ d seen it at a bridal show . We are within driving distance , and we ’ re a really cute little resort town , so I think it ’ s really fun . It was a nice getaway for everyone .”
Potosa saw a big bump in business starting in June , and an even bigger one in July , before it finally tapered off near the end of August . Potosa did even more business during the pandemic summer months than it did in the summer of 2019 .
“ The demand was way higher ,” Cabrera says .“ When we reopened , we almost needed extra staff immediately because the demand was so high — especially for relaxing services , more than personal-care services . We ’ ve always been busy with that , but people wanted our spa packages . They wanted things like our baths and our body ceremony and things that weren ' t as easy to book last year . They were looking for an escape , I think .”
In talking with out-of-town guests , Cabrera noted that they were pleasantly surprised at the relaxed atmosphere at Hotel Julien Dubuque , where Potosa is located . Masks were required , but it wasn ’ t a stressful environment like in many places in the bigger cities .
Typically , about 60 percent of Potosa ’ s business is from local customers , and 40 percent is travelers . During the pandemic , those numbers have flipped to where 60 percent are travelers and only 40 percent is local . Looking ahead to 2021 when the pandemic may not have as great of an impact as in 2020 , Cabrera says she is hopeful to see similar numbers from travelers .
“ I hope the trend continues ,” she says .“ I hope that it will be word of mouth where they ’ ll go home and tell all their friends and want to come back . They said they had no idea that it was such a charming place to be in that the spa was so beautiful .”
Cabrera thinks targeting the bigger cities within driving range is a worthwhile strategy to spas with or without a pandemic .
“ Get involved in the bigger cities ,” she recommends .“ If there are events there , go to shows and make yourself known . Go to some chamber meetings there and network . If it ’ s just a short drive away , get to know them .
“ And then , when you do have guests come in from bigger cities , show off a little bit . Let them know what ’ s going on in your town , what ’ s going on in your spa and then showcase some of your local services .”
The Potosa Spa did even more business during the pandemic summer months than it did in the summer of 2019 , thanks to years of creative marketing .
32 PULSE ■ NOVEMBER / DECEMBER 2020