MEMBER PROFILE
The spa's clean and modern interior helps to
create its upscale and city chic appeal.
years of experience that will be able to
do the heavy-lifting required,” she says.
What has helped the spa from a
marketing standpoint is Carillon’s
longstanding brand recognition in its
community. The Carillon Hotel, established in 1958, was a hot spot for
movers and shakers of the era. “It was
once recognized as ‘Hotel of the Year’
and was said to be the anchor of North
Miami Beach. When Canyon Ranch
stopped managing the property, it was
decided to adopt the original name of
the property and keep the focus on
wellness for guests, residents and the
community.”
Marketing Success
Although the spa has the benefit of
marketing to hotel guests, the spa
continues to strategically target the local
market. “Based on the size of the spa
18
PULSE
■
October 2016
(70,000 square feet), we have the ability
to do more than 250 treatments per day.
However, with only 110 hotel rooms and
587 residential units, it is imperative to
draw from the local market,” she says.
To do this, the spa uses public
relations, programming and marketing to
build awareness in Miami. “Each week, I
review our numbers and calculate
performance ratios which give me a
compass for how I need to direct the
business. With my background in spa
and wellness programming and operations, Z Capital’s focus on finance, and
other talented hospitality professionals
who are part of the property’s team, we
have the resources needed for success.”
In order to effectively share the spa’s
brand story, Terry has leveraged the
power of good public relations. “In my
experience, public relations is one of the
most powerful sales and marketing tools
that exists. Any time you have thirdparty reviews, it helps to create trust in a
brand that is difficult to achieve with
paid advertisements. When we started
new PR initiatives in May, we saw an
instant boost in the local market. In the
first 30 days, the increase in our local
capture rate went from 23 percent in
2015 to 37 percent in 2016,” she says.
In addition to PR, the spa also puts a
sales and marketing strategy and plan in
place. “If your goal is to go after volume
through reduced rates, the types of
decisions you make must support that
method. If you want to maintain exclusivity and keep your rates high, your
strategy has to be completely different.
That’s why I continually say, ‘Know who
you are, know your guest and remember
your brand promise. Go back to it
throughout the year and see if you are
staying true.’ A lot of operators can veer
off track when they are not guided by
effective strategies and a brand-focused
plan.”
Wellness Medicine
With spa guests’ focus shifting to
wellness, Terry has seen a growing trend