member profile
thermal mineral water.
“All of the resort’s pools, as well as the
European-style bathing ritual, are fed by
these natural waters,” Wilson says. “Our
spa pays homage to ancient Egyptian,
Greek and Roman civilizations, which
believed in the axiom ‘Sanitas Per Aquas,’
meaning ‘Health Through Waters.’”
The Fairmont Sonoma Mission Inn –
Willow Stream Spa performs around 200
treatments on average a day, with its balneotherapy, a natural approach to health
and healing that uses its signature geothermal waters, responsible for as much
as six percent of revenue in the last year.
“Our elegant Spanish Mission-style
spa boasts an enviable location atop an
ancient thermal mineral spring, flowing
from 1,100 feet below and historically
revered by Native American tribes for its
healing power,” Shaffer says. “Soaking in
our mineral baths and Watsu pools is
[extremely] popular. We have a local following that patronizes the spa for day
use.”
The spa’s energizing powers of earth
and water is reflected in its treatments,
from a Wine Country Recovery (US$259)
to a Sonoma Lavender Facial (US$169) to
a Warm Ginger-Oil Float (US$159).
Fairmont also caters to the active guest,
offering a tension-relieving hot and cold
therapeutic massage, a soothing salicylic
mud footbath, and more.
“Our treatments incorporate local
products or draw on local traditions, creating an experience that is uniquely
Sonoma,” Shaffer says. “Our [spa] menu
of services was revised to offer global
consistency while maintaining our
locally authentic treatments which
utilize local herbs, grapes of the vine,
citrus and eucalyptus.”
Staying True to the Brand
Operating as a Willow Stream Spa
means decisions are made from the top
down, starting with Wilson, who developed the brand and operates from
knowledge of tenured experience and
expertise.
“Anne and her corporate team
formed regional committees consisting
of Willow Stream and Fairmont spa
directors mixed with corporate experts
[who] are called upon quarterly to
discuss the success and challenges of
operations, products and vendors, and
marketing and sales strategies,” Shaffer
says. “Anne also consistently calls upon
the advice and collective gathering of
data from her spa directors to keep in
touch with field operations and guests’
opinions. Using these lines of communication, informed decisions can be made
to improve brand positioning, leverage
financial goals and consistently build
upon guest satisfaction levels.”
Monthly questionnaires are done at
the hotel, and the spa uses that information to learn what drives guest
satisfaction at the spa. Wilson shares
that they also monitor Twitter feeds and
pay close attention to what the guests
are asking for.
Importance of People
The spa has very high standards for its
therapists, requiring 700 hours of trade
school and three years of experience. All
therapists receive a four-hour Willow
Stream orientation and many hours of
product knowledge and practical training
on every treatment by its senior therapist
training team and its dedicated vendor
representatives.
“All of our ‘front of house’ and ‘heart
of house’ colleagues also are indoctrinated into the Willow Stream
philosophy,” Shaffer says. “It’s extremely
important to have brand consistency so
our guests receive the same treatment at
any Willow Stream with delivered expectations.”
Finding the right personnel is key and
the search process includes putting
everyone through a standard interview
by Gallup based on the company’s most
successful people in the jobs. “We look
at the scores they have and try to find
similar people,” Wilson says.
(CONTINUED ON PAGE 20)
18 PULSE
■
August 2012