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TRAINING news & jobs updated daily at www.spaopportunities.com THE CAMPFIRE REVOLUTION Anni Hood examines the difference between spas providing what their guests want, or what they think guests should have Anni Hood Previously the group director of spas for the Jumeirah Group, now based in Europe, Anni is currently consulting for private clients on spa brand development, business planning, operational infrastructure and performance optimisation. She has also just been appointed as event director for SPATEC Europe and SPATEC Asia ’ve sat around a few campfires in the last couple of months and I’m simultaneously moved and inspired I by the therapeutic value of the flames, the silence, the warmth and the darkness. When you think of a campfire, it conjures up a sense of youth and nostalgia. It isn’t something particularly lavish, but it does feel very special and reminiscent of other, equally trouble-free times. It provokes a return to basics and the opportunity to reaquaint yourself with the simplicity that life can offer. Clarity can appear in great lumps and, slowly, your mind frees from all the clutter of the days, weeks or months and it can provide our very own therapy of undemanding indulgence. There is huge comfort in straightforward instruction. When you’ve had an extremely busy week and the weekend is an open book, there is nothing worse than being bombarded by options. You either want to be told you don’t have to think about anything or, alternatively, that whatever is happening requires no input from you. I liken that to some spa experiences I’ve had recently. It’s only fair to say that, as a spa regular, you’re looking for different things than a spa virgin. As a newbie to spa, you’re much more accepting of whatever that experience is and you revel in every detail. Not so for the more experienced. The more people I speak to and the more experiences I have, the more I crave a simple, efficient and uncomplicated experience. Is it possible that we have made our spa journeys and experiences too convoluted? Have we made things so complex in our spas that our regulars long only to be taken to the inner sanctum of the treatment room? Is it possible they don’t want the fragranced towel, the ginseng tea or the detox elixir? Much less the standard chat or the carefully rehearsed and executed footbath whilse the consultation takes place? Many of our regulars and seasoned spa goers long only for the healing hands of their therapist, a familiar space and the soothing voice of the person they have come to see. In an effort to impress, to go one better than the competition and squeeze every last morsel of potential USP, I believe some spas are tipping the scales toward frustration and annoyance – are they providing what the guests want, or what they think they should have? Straightforward, effortless efficiency is the new ‘in’. Yes, it is important to differentiate and yes, we still love the luxury of space and the added value of extra treats. But the desire for uncomplicated ease, for familiarity and for getting what we truly want in our spa experience is worth more to us than any amount of frivolous extras. As our lives become more and more complex, the balancing factor reaches further in the other direction – the richness of simplicity has an elusive power to it. Ironically, it should be the easiest experience to create but it turns out to be the most difficult. Health Fitness Dynamics unveils new website and range of services Spa consultancy Health Fitness Dynamics has rebranded as HFD Spa and expanded its range of services. Founded in 1983 by Judith L Singer and Patty Monteson, who remain directly involved in every project undertaken, HFD Spa provides turn-key spa consultancy services for global lodging, mixed-use developments and the club and cruise industries. While this will continue in a reduced capacity, HFD Spa’s advisory services will now be primarily focused on helping existing spas become more marketable and profitable. A new website has also been created featuring an extended version of the group’s Spa Provider Alliance – a resource of experts – as well as showcasing a range of business development training options, management support services and an online library. The company has relocated to Pompano Beach, Florida, US. Details: http://www.hfdspa.com Bremner becomes senior director of marketing at SpaBooker James Bremner has been appointed senior director of marketing for the spa software and business management solution SpaBooker. Bremner will be responsible for overseeing all of SpaBooker’s worldwide marketing activities, including strategic planning, business development and public relations. Daniel Lizio-Katzen, managing director of SpaBooker, said: “James’ highly regarded as international experience in marketing makes him a valuable addition to the team.” Bremner has been in various consultancy roles in the beauty industry for more than 14 years, including as vice president of i-vu USA; EMEA marketing manager for Shortcuts and group marketing manager of Integrity Software. SpaBooker is a division of the resource SpaFinder. Details: http://www.spa-booker.com Experiential learning course A five day experiential learning course is to take place in September at the Toskana Therme, built on natural salt water springs in the village of Bad Sulza in Germany. Hosted by Anne Bramham, the founder of the American Spa Therapy Education Curriculum Council (ASTECC), the workshop will include practical training and focus on the power and efficacy of hydrotherapy. Details: http://www.astecc.com 6 Read Spa Opportunities online www.spaopportunities.com/digital Issue No 94 © Cybertrek 2010
Songjiang-based property to be built in a water-filled quarry Further brand extension for Canyon Ranch’s SpaClub Natal Ocean Club spa to launch in late 2010 10 Minute Manicure expands The latest news & jobs online: www.spaopportunities.com 12060_HTBS_spa_stones_spaOpp:Layout 1 04/03/09 10:26 AM Page 1 news & jobs updated daily at www.spaopportunities.com Take a one-year journey into Spa Management Humber’s Spa Management diploma program covers everything from managing a spa to starting your own – all within one year. For more information contact: Antonietta Perretta, Program Coordinator 416-675-6622 ext 4089 TRAINING & EDUCATION www.business.humber.ca www.yogafit.com WORLD-CLASS TRAINING FOR REWARDING SPA CAREERS Established in 1976, Elmcrest College is the first registered private career college in North America wholly dedicated to curriculum for the spa wellness industry. Elmcrest College prepares students to become the highly skilled, job-ready spa personnel in demand by premier spas worldwide. Our graduates have gone on to work in all types of amazing environments from cruise ships and resorts in Dubai, St. Lucia, Barbados and Mexico to hotel and days spas worldwide. SPA MANAGER/DIRECTOR DIPLOMA PROGRAM Elmcrest College is the first to offer full-time diploma programs in Spa Management in North America. Our curriculum provides exposure to a broad spectrum of management skills, spa industry knowledge and practical applications from the front desk staff to the senior spa manager/ director. Our 10-month full-time program has attracted students from across the globe. Our curriculum represents some of the highest standards in the world. We provide students with the skills and knowledge highly sought after by today’s leading spa employers both locally and internationally. For further information on our programs, contact our Admissions Department today at 416-256-5356 or by email at admissions@elmcrestcollege.com. 1200 Lawrence Avenue West North York Ontario Canada M6A 1E3 Toll free in North America: 1-888-641-6300 www.elmcrestcollege.com jobs and news for the spa and resorts industry worldwide spa opportunities Forthcoming issues: from the publishers of spa business spa opportunities Work begins on ‘sunken’ hotel TO ADVERTISE 10 Sept 2010 Book by 31 August 24 Sept 2010 Book by 14 Sept 8 Oct 2010 Book by 28 Sept Tel: +44 (0)1462 471907 Email: spaopps@leisuremedia.com 7
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