programs that included new experience
protocols and operating procedures.
“To meet Willow Stream’s guest
commitment, we [converted to] all new
luxury soft goods [in order] to meet
Willow Stream’s ‘fluffy’ test, which
means that anything [the guest touches]
needs to feel soft, warm, and opulently
comfortable,” Wilson says. “This
included new plush 100 percent cotton
velour robes, down comforters on all
treatment tables, new bed linens, 100
percent terry shower and pool towels.”
Willow Stream’s story of energy is to
bring together nature’s elements—Earth,
Air, Fire, Water, and Wood—and dedi-
cated commitments to provide authentic
experiences, a nurturing environment
and a guided journey to energize its
guests.
“The epitome of the brand’s mission
is, ‘Turning moments into memories for
our guests by helping them feel energized and fantastic,’” says Willow
Stream Spa Director Donna Shaffer.
To further create this experience and
to tie up to the brand’s energy story, the
spa launched its new product line called
ener.g which is exclusively made by its
spa partner, Kerstin Florian International.
It’s private label ener.g is a full line of
bath and body products consisting of
hydrating body emulsion, aromatherapy
face & body mist, organic bath & body
oil and mineral body scrub.
Local Treasure
Menu planning has to stay true to the
corporate brand, mission and demographic. Willow Stream menus, while
maintaining core treatments globally,
allows each spa to offer locally authentic
treatments that are true to the style of the
resort and destination.
For hundreds of years, ancient thermal
mineral waters have graced this site and
the spa is one of the only luxury resorts in
the country with its own source of
August 2012
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PULSE 17