FROM YOUR CHAIRMAN 2017
ISPA BOARD
OF DIRECTORS
ELECTED OFFICERS
CHAIRMAN
Todd Shaw
The Peaks Resort & Spa
VICE CHAIRMAN
Todd Hewitt
Shangri-La International
SECRETARY/TREASURER
Garrett Mersberger
Kohler Co.
IMMEDIATE PAST CHAIRMAN
Michael Tompkins
Hutchinson Consulting
arketing, what most people don’t realize, is
about more than just advertising and social
media. It’s about getting out there, being
present and building relationships. It’s
not enough to just sit behind a desk and send out 1,000
emails; you must get up and take action.
Get persona
l: bring 'em so
There are so many things you can do to market your
me donuts!
business that don’t require a huge budget, but instead require
just a little bit of your time and energy, which, of course, is why we don’t do them.
Try getting out into your community. You should join your local chamber of commerce or
HOA—and actually go to and participate in the meetings. Attend a charity gala or networking
lunch. These events are full of the local movers and shakers who have the potential to be clients
or even work with you and your business.
Also, target hotels in your area that don’t have spas. Go on over, introduce yourself—maybe
bring a box of donuts—and start building a link. Eventually you’ll get to a place where that
manager is referring his guests to your spa, all because he has a connection with you. If you
treat business relationships like friendships, they will flourish into lifelong personal connections.
A simple phone call can make a huge difference, too. If you ask some of my teams I have
worked with over the years, they will say I always ask, “Did you call them? Call them!” Email is
annoying. You don’t get the same connection you can get from a phone call.
Think about the people who sell to you. What are they doing that is working? They’ve
probably taken the time to build a relationship with you. They write thank you notes, they call
instead of email, and they stop by with a box of donuts just because it’s Tuesday.
You see what I’m getting at here? I’m challenging you to rethink how you’re marketing. Every
time you meet a new person or go to a new place, think of it as an opportunity for you to market
your spa or business. I dare you to hit the streets and be a bit of a salesperson—as scary as that
sounds. Your passion for your spa will come through with every new conversation, and your
new acquaintances will build into relationships, which will build into loyal clients and partners.
All without spending a dime.
DIRECTORS
Sharilyn Abbajay
ISPA Foundation Vice Chairman
Noel Asmar
Noel Asmar Group, Inc.
Scott Duncan
Spa Gregorie’s
Blake Feeney
Living Earth Crafts
Michael Harmsworth
ESPA International (US) Ltd.
Patrick Huey
Minor Hotel Group
Kristine Huffman
Huffman Hospitality Concepts
Julie Oliff
St. Regis Aspen
Laura Parsons
ESPA International (US) Ltd. (Spa Division)
Frank Pitsikalis
ISPA Foundation Chairman
Eric Stephenson
Well World Group
Dawn Tardif
BodiScience Wellness Center & Spa
Robert Vance
Well & Being Spa at the Fairmont
Scottsdale Princess
Lynne McNees
International SPA Association
MEDICAL ADVISOR
Brent A. Bauer, MD
Mayo Clinic
CHAIRMEN’S COUNCIL
Past ISPA Chairmen who are current members:
Gayle Brady • Brady Spa Consulting
Jeff Kohl • Spa & Club Ideations
Jean Kolb • Well By Choice
—TODD SHAW, CHAIRMAN
John Korpi • Korpi & Korpi
Kate Mearns • 5 Spa Consulting LLC
Jim Root • The Westmoor Club
Todd Shaw MBA
@tddshaw
Todd Shaw
Jane Segerberg • Segerberg Spa Consulting, LLC
Ella Kent • The Spa at Sea Island
2
PULSE
■
September 2017
Deborah Waldvogel • ResortSuite