THE HOLIDAY SEASON seems to begin earlier every year . To help ISPA members plan for the year-end rush , a Town Hall this summer focused on getting your spa “ holiday-ready ” with creative seasonal promotions and incentive ideas like gift cards and open houses . Panelists at the July Town Hall included Aaliya Bashir , owner of Warrior Body Spa ; Charlotte Prescott , director of spa and fitness at Privai Spa at the Kimpton Epic , Arch Amenities Group ; Ginger McLean , director of spa operations at Hard Rock Atlantic City ; Justin Vanderpoel , assistant spa director at Well & Being Spa at the Fairmont Scottsdale Princess ; and Patrick Huey , ISPA chairman , as moderator .

The idea of “ Christmas in July ” is more than a marketing gimmick . By mid-summer , most spas are already beginning their planning for holiday sales and year-end promotions . “ We started our holiday planning [ in July ] with preliminary meetings ,” said Justin Vanderpoel .“ It ’ s never too early to start planning . We like to include everyone in the leadership

team at our meetings . The more minds , the better .”

Ginger McLean said ,“ We create a framework of our marketing calendar in September for the next year . We then meet quarterly with everyone and work hand-in-hand across the property to ensure everything is consistent .”

Aaliya Bashir shared ,“ Our spa plans our marketing four months out . Our biggest days for revenue are Black Friday / Cyber Monday .”

Town Hall panelists shared great insight on previous years ’ promotions that included everything from holidaythemed services to incentives for people purchasing spa treatments as gifts . Panelists shared how they are inventive when developing new holiday promotions . Charlotte Prescott advised ,“ Get creative with your spaces throughout the spa , change the scents of products in the locker room or the items in the amenity bar to highlight the holiday season .”

Vanderpoel saw value in advance preparations .“ It ’ s

30 PULSE n OCTOBER 2023