COMPATIBILITY IN PARTNERSHIP
(CONTINUED FROM PAGE 36)
The Spa At The Hotel Hershey worked with Sothys to
develop their new Cocoa Facial Experience and their
Gentleman's Whiskey Facial.
Beyond the treatment training, the
potential for retail opportunities must also
be present. “If the technicians don’t buy
into the service opportunity and the retail
opportunity, the partnership will never be
successful,” says Westerbeke.
“Retail is a key factor to the spa, since
many of our guests want to take a piece
of their experience home with them,”
Wydra adds. To further their guests’ benefits from their Skin Authority spa
treatments, Gadabout has added how-to
videos on its website in which Skin
Authority CEO Celeste Hilling personally
instructs consumers on how to use her
products at home.
38 PULSE
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September 2012
However, it’s beneficial to keep some
offerings in-spa only, says Timberlake, to
give spa-goers a reason to return.
Although the majority of her spa’s Body
Bliss products are offered for retail,
Timberlake says the company also
created several exclusive products for
Laguna Cliffs that are available only in
professional sizes.
“I want our guests to return and experience the Laguna Cliffs Signature Orange
Blossom Massage Oil only with us in our
OC Swedish Massage,” she explains.
And, ultimately, the proof of any partnership lies with the guest. “As much as
our spa team loves the line, it must also
resonate with our client base,” says
Timberlake. “Profit increase is a must.
We’re making investments with resource
partners to drive business. If a new line
doesn’t create or drive additional revenue
or doesn’t have positive consumer
response, we would need to return to
square one and restrategize to make the
partnership mutually beneficial.”
Making a Long-Term
Commitment
As Timberlake says, the spa-resource
partner relationship requires investment
from both sides. The more invested one is
in the relationship, the more committed
he or she is to making the partnership
last. “It’s a cost and a great time commitment from both companies,” says
Timberlake, “so I want it to be a longterm relationship.”
Westerbeke agrees. “Our relationships
are built from the foundation and built to
last. If the vendor stays consistent, we
stay consistent with our relationship.”
Consistency depends on communication, according to Skin Authority’s Hilling.
“The first thing that makes Skin
Authority’s relationship with Gadabout
great is that we have access to ongoing
dialogue with everyone in their organization,” she says. “They give us their time,
and that’s the most valuable thing you
can have. Through this constant communica tion, we know the team’s needs and
wants, which enable us to design products, promotions, etc., that really work for
Gadabout’s specific needs.”
“We truly enjoy building lasting relationships that are mutually beneficial,”
says Westerbeke. “[Our partners] can help
us with what’s happening industry-wide
rather than just in our own community.
We turn to our partners for ideas, education, innovation, and incentive support.”
Beyond these qualities, a spa’s strong
relationship with its resource partner can
also lead to “great friendships, trust and
loyalty,” adds Timberlake. And, of course,
“more business for both of us!” ■