Pulse March / April 2016 - Page 47

popular with a different demographic: corporate and professional groups. In addition to the mostly 24 to 59-year-old individuals who book events for weddings and reunions, health care, pharmaceutical, education and financial business groups make up a large part of the spa’s group clientele. “The flexibility of our two relaxing lounges contributes to our success in hosting corporate groups,” Tamba says. “The space is easily converted from two designated function rooms to become one larger space that is ideal for seminars and workshops. Coincidentally, some of the corporate clients purchase large numbers of gift cards that they use as rewards perks or incentives, and some segments of those create their own group bookings.” Party Rewards With the sheer number of guests involved in spa parties, these services are undeniably huge revenue-generators for spas—both immediately and indirectly through referrals. “Girls Night Out is a small part of our business but a huge part of our new client acquisition strategy,” Pickard says. “We have longterm clients that bring in their friends and those guests continue to come back for future appointments.” Stringert, on the other hand, estimates that annual revenue from group business at Sahra Spa & Hammam is in excess of US$650,000—but he emphasizes how proper planning plays a major role in achieving this figure. “We focus on training the staff in guest service essentials including spa etiquette and proper verbiage, so they are able to execute flawlessly on the day of the event,” Stringert says. “Our spa & salon group experience manager is responsible for setting the staff up for success by sharing all of the group details and making sure that the team anticipates all attendees’ needs.” Coordination at BJ Grand Spa & Salon is the responsibility of senior receptionists, who have extensive knowledge of day-to-day scheduling and business to begin with. “We make sure they have all the information needed to speak with a guest, organize the services they are requesting, and can book all their guests to create a smooth and relaxing experience,” she says. “We also have them go over everything with someone on our management team so “Girls Night Out is a small part of our business but a huge part of our new client acquisition strategy. We have longterm clients that bring in their friends and those guests continue to come back for future appointments.” — JESSICA PICKARD • Promotions and Events Coordinator BJ Grand Salon & Spa • Springfield, Illinois March/April 2016 ■ PULSE 45