“ We talk about what we are going to focus on this week , so if our facials are slow , [ the marketing team writes ] a beautiful story around that . It ’ s not ‘ We have a pedicure on sale for 60 dollars ,’ it ’ s creating the story around something I have availability for and guiding [ guests ] to choose it .”
— KATHY RIVARD , spa director , The Wellhouse at Blackberry Farm
treatments that address those feelings .“ We ’ re working on a sleep program that would incorporate touches in the room , as well as treatments like meditation yoga , because we ’ re finding that people are having trouble sleeping ,” Rivard explains .“ We ’ re seeing people who haven ’ t been touched for a year . We ’ re doing a lot of private meditation — not just because of COVID restrictions but because people want a deeper connection to serenity . People have been so stressed out over [ the pandemic ], they need to figure out how to bring back that calmness in their life .” right now , and how can Blackberry give that to me ,’ instead of us telling them what they need .”
That doesn ’ t mean , however , that the spa keeps its menu a secret . Far from it , in fact . But Blackberry Farm ’ s specialized guest journey , which includes consultations with an onsite concierge to learn about and book services , means that The Wellhouse ’ s approach requires subtlety . Each week , Rivard meets with the destination ’ s marketing team to craft spa-related content for Blackberry Farm ’ s newsletter .“ We talk about what we are going to focus on this week , so if our facials are slow , they write a beautiful story around that . It ’ s not ‘ We have a pedicure on sale for 60 dollars ,’ it ’ s creating the story around something I have availability for and guiding [ guests ] to choose it ,” Rivard says .
Of course , another crucial part of getting guests interested in particular services is carefully evaluating guest feedback to determine which services and activities they are being drawn toward at a given moment . At a time when many guests are seeking specifically to escape the stress caused by the pandemic , The Wellhouse has highlighted
100 % Authentic
Just like Kathy Rivard , Roma Maxwell recognizes the power of a good story . Maxwell , director of sales & marketing at Rancho La Puerta , says that the ranch ’ s newsletter is one way that the property continues to weave a compelling narrative for its audience . “ It ’ s really an opportunity for us to put our best foot forward because it serves multiple purposes ,” Maxwell says . “[ The newsletter ] connects with guests who are in between stays , but it also serves to introduce us potentially to new guests . We always want anything that we do to serve a purpose . Whether it ’ s adding value , whether it ’ s imparting knowledge , it needs to be useful . As we all know , we can do with less digital clutter in our lives , so when I say that it should serve a purpose , when it arrives in your inbox , we want it to be something that you ’ re looking forward to engaging with .”
One big reason that the ranch ’ s guests look forward to receiving its newsletter is that it ’ s crafted with a focus on authenticity , a concept which Maxwell describes as Rancho La Puerta ’ s “ north star .” The loyalty and brand awareness that the ranch has established over its 80-year existence allows it to avoid intense promotion of its services . “ If we stay true to who we are and the authenticity that guides everything we do , we don ’ t need to go out extremely aggressively to make a sale ,” says Maxwell . Instead , she notes , the newsletter serves as an extension of the guests ’ on-site experience . “ The newsletter is not our most aggressive sales tool . The newsletter is a way to build community , to impart useful knowl-
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