“Invest in unique experiences that mean
something to your guests. Avoid being trendy.”
—hEidi MichEl, marketing Director, Sundara Inn & Spa
building out
sundara's new saltwater pool was a cornerstone of their plans.
communication, attention to detail and a robust marketing
rollout. McNish and GOCO Hospitality made sure that every
team member understood the renovation plans and under-
stood both the “why” and “what” of the project. Because
Glen Ivy’s team knew the plan backward-and-forward, they
were able to effectively communicate with guests. Any guests
who were uncomfortable with the renovations were invited to
come back to the facility once work was completed.
Communication was continued once guests left the spa, too,
via eblasts and social media that gave updates on renovation
progress. When the project was complete, Glen Ivy used a
mixed-media strategy to market the reimagined spa: eblasts,
traditional PR, influencers and social media.
McNish commented, “Social media was particularly
effective in marketing our new Secret Garden area. We were
able to tease the opening and post photos and short videos
that let people know what the Garden had to offer.”
For Wisconsin’s Sundara Inn & Spa, continued business growth
called for more than just a retrofit of existing space; it also
meant the construction of an entirely new wing. After 15 years
in business, Sundara knew that they needed to expand their
footprint to keep up with the growing wellness travel trend,
according to Marketing Director Heidi Michel.
Describing the process as a “carefully choreographed under-
taking,” Sundara renovated its existing suites as work on the
new wing progressed. Once the new area was complete and
open, they reconfigured the original building’s lobby, locker
rooms and outdoor pool.
The renovation plans took into consideration feedback from
customers, as well as the long-term trends Sundara has seen
since it opened in 2003. The new wing is wellness focused,
comprising a spacious fitness center with ample cardio and
strength training equipment, as well as an outdoor patio, indoor
soak pools and a saltwater outdoor pool. Sundara took
advantage of the renovation as a way to update their spa from
top to bottom, adding new treatments to their menu, a variety
of wellness activities and an expanded restaurant menu.
However, even the most well-laid plans can face unexpected
hiccups. “Weather is always a factor in the Midwest,” said
Michel; a late-spring blizzard threw a wrench in the schedule
and forced Sundara to adjust their timeline. However, the spa
was prepared for the Midwestern winter and knew to include
extra time for inclement weather while they were still in the
planning stage.
Like Glen Ivy, Sundara stayed open during the renovations.
They minimized the impact on guests by working with the
contractors on implementing strategies that reduced noise and
dust, and overcommunicated with guests to ensure that realistic
expectations were set. And for Michel, “there’s no such thing
as too much staff training,” so she set aside more time for
training than you might expect.
September 2018
■
PULSE
27