MEMBER PERSPECTIVES
CONTINUED
Says Fenili ,“ 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 .”
A partnership with the National Alliance on Mental Illness ( NAMI ) is another key aspect of sharing this message ; Miraval will partner with the organization to create resources on mental wellbeing and resourcefulness that augment its brand tenet of “ life in balance .” Additionally , Miraval intends to mix up its digital marketing efforts in 2021 by buying digital ads with different partners and trying new strategies . The goal is to continue appealing to locals : “ local is very much a focus area , especially with new locations and new openings ,” says Fenili .
A Positive Approach
In Rochester , New York , the Spa at the Del Monte has borne the brunt of COVID-19 restrictions due to its location upstate from the virus ’ s early U . S . epicenter in New York City . Despite this , the spa ’ s marketing team was able to drive business throughout the year and has set the spa up well for the loosening of restrictions in the days , weeks and months to come .
The Spa at the Del Monte shut down on March 16 before reopening on May 30 for hair services , which comprise a large slice of its total business ; massage and nail services were verboten for another two weeks . At the time of the interview , The Spa at the Del Monte was still operating at reduced capacity and with common areas , such as
The Salon at the Spa at the Del Monte ( below ) drove much of their business during the pandemic .
44 PULSE ■ MARCH 2021