creased stress and anxiety , The Spa at the Bellmoor introduced new CBD lines and add-ons to their offerings . Pleasants credits these adjustments with the spa ’ s better-than-expected performance since reopening . “ We know through this pandemic that anything can change at any moment , but the last three or four months has been unbelievable for us , so we just hope we can keep up with this trend .”
A Focus on Everyday Wellness
At Tricoci Salon and Spa , the pandemic presented a similar opportunity to kickstart an already-planned shift in some of the company ’ s marketing and services . “ People tend to look at day spas as a luxury , something they do to treat themselves ,” says Jamee Taylor , the company ’ s vice president of spa and retail . “ Our goal was to make sure that the guests use us as something that ’ s important to their everyday lifestyle , so they understand that it ’ s okay to visit us more than just when you want to pamper yourself .”
Part of that shift included a newfound focus on athletic performance , recovery and day-to-day wellness , which Taylor notes are not necessarily what existing guests have come to expect from the Tricoci brand . However , Taylor is confident
“ We want to get the message out to our people that we can support those other things beyond that luxury experience .”
that , in a world increasingly conscious of the importance of a more complete approach to wellness , these new offerings will allow her company to broaden its reach as it heads into 2021 . “ We ’ re definitely hoping to capture that additional guest who probably didn ’ t think of Tricoci Salon and Spa as being able to support their active lifestyle ,” says Taylor .
Among Tricoci ’ s new offerings are a percussive massage treatment and stretch therapy , both of which are geared toward the active guests Taylor describes . The spa is also planning to introduce a cupping massage treatment in 2021 . Of course , simply adding new services to your spa ’ s menu only goes so far . The team at Tricoci Salon and Spa knew that these newly introduced treatments would have to be presented in a clear and thoughtful way to their audience .
“ We want to get the message out to our people that we can support those other things beyond that luxury experience ,” Taylor says . “ It was a challenge for all of us and our marketing team to wrap our brains around what this looks like . It ’ s about making sure the guest understands the treatment . Our guests are used to coming in and putting on a cushy plush robe and going into the treatment room , and this is different . We ’ re asking them to maybe come in in their workout clothes , so that ’ s a total change from what our guests are used to . We want them to feel comfortable and maybe reach people who have never come to us before .”
Be Ready to Flex
Treatment menus aren ’ t the only things that are going to look different for a lot of spas in 2021 . For many spas , adjustments to everything from training practices to financial approaches have been reappraised and reimagined . Spa Gregorie ’ s Day Spas and Salons in southern California have prioritized that kind of flexibility on all fronts in order to get through the pandemic , a philosophy that Scott Duncan , president of Spa Gregorie ’ s , believes will remain in place well into the new year . And nowhere is that flexibility more important , Duncan points out , than when it comes to the spa ’ s finances .
24 PULSE ■ JANUARY / FEBRUARY 2021