SUCCESS STORIES
BY NELSON LANE
for many spa directors in
cities where resorts are
king, a purveying
feeling among them is
one of seclusion.
While there are still
many who are part
of a larger network
of sister properties,
those who aren’t lack
a soundboard of fellow
spa directors who can
identify with the ups and
downs of their job.
earlier this year in the
January/february issue of Pulse, the
featured article focused on strategic
partnerships. author Jan Winter
wrote, “When businesses share
common interests, combining
energies can yield greater results
than either entity could achieve
alone. each can discover new
markets, new uses for products and
greater customer insight, as well as
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improved marketing results.”
a few thoughtful spa directors in
Santa Barbara, california, have taken
these words to heart and formed a
regional spa group—aptly dubbed
“the Santa Barbara Dream team”—
that has developed an incredible
bond from over a year of quarterly
meetings. the group gathers at one
of the members’ properties to eat,
drink, laugh and sometimes engage
in one of the property’s treatments.
most important, however, is their
honest and constructive discussion of
business trends, challenges and
ideas.
Kate morrison, spa director of ojai
Valley inn & Spa, is the most vocal
member of the Santa Barbara Dream
team. “the greatest benefit for me
personally,” says Kate, “has been to
have the chance to speak with knowl-
edgeable, like-minded
wellness professionals
who can truly relate