Pulse Legacy Archive August 2012 | Page 22

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/