MEMBER PERSPECTIVES
BY RYAN 0 ‘ GARA
Targeting new audiences during COVID-19
The Potosa Spa marketed its spa as a weekend destination to people stuck in crowded big cities during the pandemic and saw a big bump in business in June .
THE COVID-19 PANDEMIC FORCED SPAS TO ADJUST their strategies in a variety of ways . Perhaps the most important consideration for spas was this : When the government allowed the doors to reopen , who would come to the spa ? And more specifically , how will spas target those people to ensure that their business remains viable ?
In this scenario , spas had to work backwards . Largegroup gatherings and retreats were off the table at resorts because of the limits on the number of people in one space . The casual spa-goer may not have been as incentivized either , out of an abundance of caution . So , which groups of people made the most sense ? And what reason would those demographics have for coming to the spa ?
In Member Perspectives this month , Pulse spoke to two spas who quickly figured out which groups of people were still interested in the spa experience , and just as importantly , how to market their unique offerings to consumers .
Potosa Spa is located in Dubuque , Iowa in the Tri-State Area — close to the Wisconsin and Illinois borders . Though it is the 11th biggest city in Iowa , Potosa Spa discovered how to keep business humming during the pandemic by using its location to its advantage . Acqualina Spa , on the other hand , is located just 20 miles north of Miami in Sunny Isles Beach . It has beautiful views and the luxury environment perfect for a beach vacationer , and by tweaking a few offerings , Acqualina has been able to stay busy .
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30 PULSE ■ NOVEMBER / DECEMBER 2020