which La Rive ’ s esthetics revenue was 25 percent higher than typical . Later this year , La Rive Spa will supplement its spa menu with a menu of a different kind : it ’ s opening its own food and beverage service , offering a half-dozen items — plus quarterly wine selections — that are in alignment with the spa ’ s vision . ing on popular enhancements like CBD oil will add to the price .
Going forward further into 2021 , Warr is eager to add back in those services and amenities which she was unable to reopen last year . Says Warr ,“ The biggest thing people are asking for right now are couples ’ massages … I think that will be the first thing that we add back in when we can .” While she ’ d like to reintroduce Vichy treatments this year , Warr is uncertain whether the demand will be there due to spa-goers ’ lingering hesitancy over certain treatments .
Throughout the year , Warr ’ s primary criteria for evaluating her menu will remain unchanged : are customers asking for it ? What does it cost ? Does it make sense with our current staffing ? In general , though , Warr is looking to keep her spa ’ s menu streamlined in order to increase profitability : “ I ’ m definitely in the ‘ scale back ’ party . I have found so much [ by scaling back ] and taking those simplified , modular pieces of our menu . We still have a robust slate of services , but scaling back the variables has reduced our overhead .”
La Rive Spa will likewise undertake a continual process of menu evaluation in 2021 , listening for customer input , analyzing performance metrics and considering the backbar and training requirements . Telling a story is also important to the spa ’ s menu choices in 2021 , adds Smith : “ We have a special focal point , and that ’ s telling the story of the Kalispel Tribe . I think when you are made responsible to tell that story , it ’ s a great challenge because you ’ re always finding ways to tell that story through new products and technology .” Accordingly , the spa is incorporating monthly specials — special treatments , not discounts — as a supplement to its scaled-back menu . Smith partly credits its monthly special facial for January with driving a record month in
The Pandemic ’ s Legacy
When asked how the pandemic has permanently shifted how she would construct her spa ’ s menu , Smith noted that , though wellness has always been important , the pandemic has inspired “ a renewed passion for exploring ways that we can bring health and wellness to our guests .” For La Rive , this could mean a menu which continues to have streamlined core services while also including wellness-centric auxiliary services like yoga . At Scottsdale Camelback Resort , Battaglia says that the pandemic has proven the importance of conceptually “ going big ” on the menu , while remaining flexible enough to “ pivot to the times ”; the spa ’ s small size and independence allows Battaglia to “ adjust our schedule based on appointment requests .”
For Warr , the pandemic ’ s legacy has been a shift towards a new mindset of constant menu evaluation : “ There ’ s generally a lot of fear around just eliminating things , but this experience has taken away that fear . The biggest takeaway for me has been knowing that I can pause and take a look at what ’ s working and what ’ s not .” It ’ s likely that all spa leaders would agree with this last point : more than ever , it ’ s essential to reconsider every aspect of the spa , including the menu , and move fearlessly into the future . n
FEATURED SOURCES
YVONNE SMITH Senion Director of Resort Experience LA RIVE SPA AT NORTHERN QUEST RESORT & CASINO Airway Heights , Washington
MANDY WARR Owner THE REMEDY DAY SPA Albuquerque , New Mexico
ANGELA BATTAGLIA Spa & Leisure Services Manager SCOTTSDALE CAMELBACK RESORT Scottsdale , Arizona
APRIL 2021 ■ PULSE 43