member profile
(CONTINUED FROM PAGE 18)
The spa also offers an Energy Master
Program where its therapists can earn
credits by taking monthly quizzes.
When they hit 250, they get awards and
recognitions. The quizzes can include
everything, from the history of water
therapy, aroma therapy to company
policy and procedures.
Demographics Cause
and Effect
Fairmont Sonoma Mission Inn – Willow
Stream Spa’s customer base is 60
percent women, 40 percent men, which
Wilson says has resulted in the
company expanding and developing its
couples’ experiences and offerings. For a
price range of US$139 to US$449,
couples may choose a Side-by-Side
Massage, a Relationship Reading or a
Wine and Roses Retreat.
Spa offerings for men are also on the
rise, she says. The hotel plays host to a
lot of smaller meetings and those are
largely made up of men, and more are
taking time to go to the spa.
“While a majority of the guests live
within ‘drive radius,’ the [number] of
international visitors has grown exponentially over the last 10 years,” says
Wilson.
According to the Sonoma County
Travel and Tourism Commission, more
than 7.5 million visitors came to the area
in 2011, spending roughly US$1.3
billion. Of that figure, nearly eight
percent were international tourists, with
the top three hailing from Europe,
Canada, and the United Kingdom.
“Specifically for Sonoma, this is a
very regional market with a great deal of
our guests coming from California. The
regional ones are repeat [customers] and
have been a really important part of our
20 PULSE
■
August 2012
history,” Wilson says. “As Sonoma and
Napa become more internationally
known, the customer base has
changed.”
In light of the past few years’ economic challenges, the marketing budget
for the spa was impacted. To balance
that, it participates in associations or
relationships that bring the most exposure and return on investment, such as
ISPA and SpaFinder.
“The resort’s sales and marketing
department collaborates with Spa and
F&B when implementing any marketing
campaign,” Shaffer says. “Operating as a
Willow Stream Spa, we work cooperatively and benefit from global campaigns
and promotions, an annual calendar of
corporate supported guest offers and
exposure on the Willow Stream website,
e-zine, Twitter, and blogs.”
While enjoying the day, or a stay at
the resort, guests can enjoy not only the
many bio-thermal mineral pools, but
also the eucalyptus steam room, dry
sauna, complimentary fitness classes,
use of the fitness facility, complimentary
daily guided hikes, spa guest lounge
with healthy snacks and teas. The Spa
Café offers plenty of healthy alternatives,
from its Lifestyle Cuisine Plus offering
macrobiotic, raw vegan and gluten-free
options.
“The challenge of running a spa of
this caliber and capacity is maintaining
the balance of meeting the Willow
Stream mission, exceeding guest satisfaction levels (measured via J.D. Power
and Associates [JDP] surveys) and nurturing a healthy work environment based
upon employee fulfillment, trust and
engagement,” Shaffer says. “Those who
frequent our spa or visit 20 years later
have found the consistency of finding
the same therapist who loves what they
do, offering relaxing and therapeutic
treatments, connecting with our guests,
and working for The Fairmont.” ■
ABOUT THE SPA
Spa type: Resort spa
Spa open date: 1981
Re-branding: 2011
Space in square footage: 42,000
Number of treatment rooms: 30
Number of staff: 135 total (70
full-time staff)
Method of staff compensation:
Hourly + Commission + Gratuity
Staff training: Consistent internal and
vendor training
Guest ratio (women vs. men):
60/40
Private label: ener.g (exclusively
made by Kerstin Florian)
Contact details:
Fairmont Sonoma Mission Inn –
Willow Stream Spa
100 Boyes Blvd.
Sonoma, California
United States 95476
Website: fairmont.com/sonoma/