MARKETING TO KIDS
(CONTINUED FROM PAGE 28)
makes the entire process less intimidating for youngsters. A
break at the spa also allows busy parents to spend quality
time with their child while getting a little time for themselves.
Handler struggled for years to find something to offer kids
at Solace Spa until he developed Family Night. “They’re the
customer of the future, so if we can get their attention now
and educate them on what health and wellness means, we
can look forward to seeing them for years to come,” Handler
explains.
Now on its second year, Family Night at Solace Spa takes
place every third Tuesday from 5 - 8 p.m. The spa offers 15minute treatments including massages, facials, hair updos,
hand and foot treatments for $10. There are also 30-minute
yoga classes and an allocated time to play in the pool when
the weather permits. Family Night consistently sells out, so
they cap the appointments to accommodate 100 15-minute
treatments. On average, the staff at the spa does three treatments an hour. Adults can also avail themselves of the $10
treatments, but they have to accompany a child in order to
participate.
“We chose to host the event on Tuesdays because that’s
typically a slow day for us,” says Handler. “We break-even to
cover all the costs, and we could actually charge more but
that’s not the point. For the cost of going to the movies, you
can bring the entire family to the spa. We see the same kids
coming back each month. I would love to see every spa host
a family night.”
They’ve even added in retail items for teens and kids to
“make it full circle.” Handler says, “We look for retail lines
that speak to kids.” The spa added a line of kid’s robes and
offer a teen skin-care line.
Spa Grande at Grand Wailea Resort also hosts a monthly
event for families. Spalicious is an event held on the last
Friday of every month for mothers and daughters. Girls 6
years of age and up are invited to a fashion runway show at
the spa followed by relaxation time in the hydrotherapy
circuit. The twist that makes this special for girls is that all the
hydrotherapy baths are switched out to be chocolate baths.
“We’ve incorporated Spalicious as a part of our 20-year
anniversary celebration,” says Handley. “We offer chocolate
scrubs, white chocolate clay and relaxing chocolate baths
which makes it really fun for our younger guests.”
The cost for adults is $60 and $30 for girls under 12 years
old. It sells out every month and you don’t have to be a guest
at the hotel to participate since the spa is open to locals. A
chocolate-desert-themed menu is served and every guest
leaves with a goodie bag to take home.
One thing that everyone can agree on is the importance to
start young in developing healthy habits. The spa is an
avenue for parents to help their child start their journey to
health and wellness. Cox believes, “Children should understand that bodies and skin come in all shapes and sizes, and
they should be comfortable and confident in
theirs.”
Vann agrees and says, “By arming our teens
with the tools to properly care for their skin, we
can boost their confidence while empowering
them to take charge of proper grooming.” ■
GETTING THE WORD OUT about your treatments
and special events is essential to your spa’s success.
Solace Spa at Boyne Resorts created a promotional video
for their Family Night events to showcase their offerings
for kids, teens and their families. Visit digital Pulse at
experienceispa.com to see the video.
30 PULSE
■
October 2011
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