memBer PersPectives
(CONTINUED FROM PAgE 29)
Want to learn more about Las Vegas
spas? Visit lvspas.com, the official
website of the Las Vegas Spa Association,
to read news and discover member spas.
canyon ranch spa + fitness at venetian resort las vegas
a slice of local life
Of course, there’s more to Vegas than the Strip. Step
beyond the tourist areas and you’ll find a city with more
than two million residents who work, live and relax year-
round in Sin City. Green Valley Ranch Resort & Spa,
located six miles southeast of the Strip in Henderson,
Nevada, caters to a primarily local clientele despite being
located in a hotel.
“A strong seventy percent of our clientele is local, thirty
percent are hotel guests,” says Director of Spa and Salon
Jane Cox. For Cox, who spent 18 years working at spas on
the Strip, this represents a major change. “It’s more of a
family feel… we’re able to work with our locals on a
regular basis,” she says. A key aspect of Green Valley
Ranch’s strategy is its membership program—something
you’ll only find off-strip, says Cox—which it uses to build
its local clientele and encourage frequent visits.
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Due to the local-heavy customer ratio, the spa’s
marketing functions independently from the resort’s,
although sometimes their timing and messages align.
When marketing towards hotel guests, Cox says that the
spa does “in-room advertising, and we try to touch the
guest before they arrive through the reservation process.”
For locals, Green Valley Ranch Resort & Spa often adver-
tises in local luxury magazines and maintains frequent
contact via e-blasts.
Green Valley Ranch’s spa is 40,000-square feet,
comprising 23 treatment rooms and the usual mix of
non-coed and coed saunas, jacuzzis, steam rooms and
lounges. The spa’s ace in the hole, according to Cox, is its
outdoor pool that is accessible to spa patrons only, a
relative rarity in the Las Vegas spa scene. Green Valley
Ranch serves food and beverage poolside, which allows
guests to “have a full day’s experience: relax, enjoy a
treatment, have lunch by the pool,” says Cox.
Much like Four Seasons Las Vegas, Green Valley
Ranch Resort & Spa bills itself as a more boutique and
personal experience. “I think that guests want more of a
personal feel from the moment they valet their vehicle,”
Cox notes, “that’s what we excel at: making the members
feel like they’re a part of our family.
“We recently had a guest who was out for a month
after a knee surgery, so we called him and checked in to
see how he was doing. It really makes a difference when
your spa calls you to make sure you’re okay,” adds Cox. “I
think in today’s society we want to feel special, we want
to feel a connection.” n
f e at u r e d s o u r c e s
deirdre strunk
Vice President of Spa,
Fitness and Beauty
shannon
mariani
Jane cox
Spa Director Director of Spa
and Salon
canyon ranch sPa four seasons las green valley ranch
+ fitness at venetian vegas resort & sPa
resort las vegas