Keeping it Local
Spas clearly understand the need to connect with their communities. They can promote their name and educate people on the
benefits of the spa experience all while being charitable. The spa
industry is a leader in community outreach initiatives. According
to the ISPA 2011 U.S. Spa Industry Study, 96 percent of spas are
undertaking one or more community outreach efforts. These
efforts include donating products and services, hosting charity
benefits and partnering with local arts, civic and special needs
groups.
Tallgrass Aveda Spa and Salon in Evergreen, Colorado—
which received the Business of the Year Award from the local
Chamber of Commerce—is a great example of a spa doing all
they can to support their community. Every holiday season the
spa contributes to the Mountain Resource Center, an organization that provides access to health and human service programs
for people living in the rural mountain area of Colorado’s
Jefferson and Park counties. Tallgrass has provided 200
Christmas stockings filled with toys and candy for the past
decade to the children who benefit from the Mountain Resource
Center. The spa’s staff and clients contribute money to help fill
the stockings.
A unique way the spa gives back is through the Soles4Souls,
a charity whose mission is to collect new and used shoes and
distribute them to people in need. The shoes donated by
Tallgrass Aveda Spa to Soles4Souls come from clients who leave
their footwear behind after a pedicure. Gail Ridings, owner of
Tallgrass Aveda Spa and Salon, explains, “Some Tallgrass guests
are so relaxed after their services that they leave without their
shoes. Oftentimes, we cannot find the owners of the left-behind
shoes so we donate them.”
Another way Tallgrass gives back while helping to promote
themselves is through their anniversary promotions.
They launched their 15th Anniversary Massage
promotion which contributed funds to four different nonprofit organizations. Every Thursday
during the month of October, the spa donated
100 percent of the proceeds from its
15th Anniversary Massage treatment
to four different local organizations:
Avon Walk for Breast Cancer Rocky
Mountains, Evergreen Animal
Protective League, Mt. Evans
Hospice and Seniors’ Resource
Center.
Skin-care companies like Phytomer and
Aveda support causes that align with
their values, like marine ecosystem
protection and indigenous communities
across the globe.
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Perhaps the most creative way Tallgrass has given back is
through its Tallgrass Gives Back Program which allows nonprofit
organizations to reserve a spa date, download a voucher and
distribute it to constituents. Vouchers that are presented on the
designated date earn a donation of 15 percent of the net proceeds from sales (including services, retail items and gift
certificates).
With the numerous organizations that Tallgrass lends
support to, it was imperative that they implement some selection criteria. For the spa, it was necessary to ask their guests and
staff what organizations they would like to contribute to. All of
the feedback led back to local organizations.
Ridings says, “The process to decide what to do is usually
initiated from the spa’s department team leader.” She goes on to
say that it’s essential to listen to your staff because that’s where
your main support often stems from. She allows her staff to
vote on the organization they donate to. She says, “Our staff
voted on the Mountain Resource Center after several local
organizations came to one of our staff meetings and presented
their cause. Our choice is also dependent on the level of excitement and commitment we get from the nonprofit.”
Focus on Nature
Phytomer, a leader in marine-based products, headquartered in
Saint Malo, France also understands the impact that giving back
locally can have. They contribute to Attention Mer Fragile, a
marine-conscious organization that works to raise awareness
and education on coastal conservation and ocean preservation.
The organization is located in Saint Malo as well, so it’s the
perfect fit for Phytomer.