READYING FOR THE HOLIDAYS CONTINUED FROM PAGE 20
event on its property leading up to the holidays . This year , those plans will have to be adjusted slightly . That includes expanding the space , if possible , and scheduling specific times when guests can visit . Instead of buffet-style food , a better option is individual to-go boxes . Martin is also considering pre-packaged goodie bags with snacks and products .
It ’ s going to be a lot of work for spas to come up with plans for each of the many scenarios possible during the pandemic . An important part of the planning process that shouldn ’ t be overlooked is disinfection efforts — and communicating them to customers .
“ It ’ s important that we are honest with guests of what we ’ re doing to keep everything clean ,” Traboulay says . “ We ’ re doing so much work on the back end , but if they don ’ t know , it doesn ’ t make a difference . We have to show them the visual cleaning process , so they feel safe .”
Think digitally
Occupancy limits and distancing accommodations may sharply alter the kinds of in-person gatherings that typically drive additional revenue opportunities during the holidays . It ’ s critical , then , that spas be flexible and look for creative ways to take advantage of digital platforms and include opportunities for virtual connection into any plans . It ’ s an approach many spas and resource partners have already warmed to during the pandemic .
Silverado , for example , is planning a Zoom trunk show in which it offers exclusive deals on products to registrants . The Edgewater is doing something similar in shipping a box of product samples to those who preregister , then leading a session in which recipients will use the products together over Zoom . At the end of the event , there may be a discount code to buy full-sized versions of the products .
“ Vendors are into trying new things and want to do new things soon ,” Bordeaux-Johlfs says .“ Businesses get an opportunity for exposure , so there is some shared commission . It ’ s important to partner with vendors right now , and I hate saying this all the time , but we ’ re all in this together .”
While so much has been done through virtual meeting platforms during the pandemic , everyday communication and marketing still lives on social media . Without as many guests coming into the spa , Traboulay plans to continue highlighting her therapists on social media ( as long as they are comfortable ), so when customers are
Vitamin & Me partnered with Vitamin Angels to provide life-saving vitamins to someone in need for every bottle purchased . So far , it has reached 40,000 women and children at risk of nutrient deficiencies in 74 countries across the world .
ready to come back to the spa , they feel like they already have that familiarity with the staff .
“ It ’ s a good chance to foster that community ,” Traboulay says . “ It ’ s harder to build relationships when the customer isn ’ t walking into the spa every two weeks . Even if we don ’ t build it on our end where we don ’ t see them , it needs to feel like we ’ re in their living room talking to them , so people recognize them and feel comfortable when they do come in .”
‘ Normal is going to look different ’
This holiday season may look a lot different , but that doesn ’ t mean it can ’ t still feel like the holidays . That ’ s an important distinction . Specially packaged gift cards and festive promotions that tie in with the season aren ’ t going anywhere , even if the communal punch bowl stays in storage this year .
Through it all , spas can continue to be the place for inspiration and wellness . “ We want to get normalcy , but we know normal is going to look different ,” Martin says .
“ There is pressure to make sure you ’ re coming up with something that they know , but you can also ensure that it ’ s still safe . People will still want to come out . I was working the desk recently , and I saw how much people really want to come out to the spa and get a treatment . If we can provide a safe environment to do some of the normal , there will be less apprehension . It ’ ll just look different .” n
22 PULSE ■ OCTOBER 2020