MEMBER PERSPECTIVES
CONTINUED
Shifting to a Local Clientele
Of course , St . Gregory Spa ’ s shift to local clients in 2020 is only part of a broader industry marketing trend — a trend which was also followed by Miraval , one of the spa industry ’ s most prominent destination spa brands . Three locations now operate under the Miraval umbrella : Miraval Arizona , Miraval Austin and Miraval Berkshires . The Tucson , Arizona , and Austin , Texas , locations initially closed on March 22 ; the Tucson location reopened on June 25 , while the Austin location reopened on August 6 . Miraval Berkshires — a new property — opened for the first time on July 15 , in the middle of the COVID-19 pandemic . Across all three properties , safety was the core of its messaging upon ( re ) opening over the summer . Miraval supplemented this safety-first approach with a relatively novel marketing message to local clientele that positioned Miraval to
“ Instead of focusing on the doom and gloom of the current day , our messaging is going to be focused around our specialists . We have these incredibly talented people . They ‘ re what makes Miraval so special .”
— DINA FENILI , Director of Brand and Marketing , Miraval Group
A guest braves the challenge course at Miraval Berkshires .
40 PULSE ■ MARCH 2021