Spa Inc. Summer 2020

SUMMER 2020

CANADA’S SPA CONNECTION

Awakening the Senses

Enhancing the spa experience

Rising to the Challenge

REOPENING, ADAPTING & EVOLVING

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contents

spa news

Wellness in the spotlight, Canada’s highest luxury spa opens and introducing a hot product to “enlighten” skin analysis

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in the know

Awakening the five senses to enrich the spa experience

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Expanded

Spa Business Section Spa owners are rising to the challenge as they reopen, and rethink, during COVID-19

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Tanya Chernova shares five strategies to adapt and succeed

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fresh & new

Products and equipment to soothe the senses, and some to keep you safe!

A new mindset: How the spa and wellness industry is transforming

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spa star

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Natasha Wright’s personal struggles with skincare were the foundation for a business that caters to dark skin

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12 Cover photo: Bota Bota spa-sur-l’eau

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between us SUMMER 2020

Award Winner

Navigating a

Changed World S

ince our last issue was published, the ongoing pandemic has continued to transform the world. Our sense of time has changed; most people agree that this year is quickly slipping by, and yet seems to unfold like a slow-motion disaster.

Every business has been forced to adapt, including ours. Although this is our Summer issue, months of industry upheavals delayed production – so for the next magazine, coming in late 2020, we’ll combine the Fall and Winter issues into our first-ever double issue.

The Spa Inc. team also realized it would be prudent to postpone the 2020 Canadian Spa & Wellness Awards until next year – at this point, we know it’s still a struggle for many businesses to navigate these unpredictable circumstances. We’ll also be adding a new award category to recognize the resilience and creativity that our industry partners are using to survive, and to grow even stronger.

Today, spas need more support than ever, and we take our role seriously. Business advice will continue to be the magazine’s core focus, with interviews and articles by spa owners and industry leaders. In this issue, as always, you’ll find ideas and tips to help strengthen your business – whatever that looks like, in changing times.

Although everyone agrees this has been a difficult year, there are many things to celebrate – including, a recent award for Spa Inc. The Summer 2019 issue was selected as #13 in the 2020 Tabbie Awards Top 25 Single Issues, among B2B publications from the U.S., the U.K., Australia, New Zealand and South Africa.

We’re proud to be among the world’s best B2B publications!

As we stare down the last months of 2020, we wish the best for all of our spa partners. Continue to lean on each other for support, consider new partnerships, keep an open mind – and if you have a story you want to Popi Bowman share, my inbox is always open for business.

MANAGING EDITOR Stay healthy!

ISSN 1710 -1727 Volume 17, Number 2

Publisher Susan A. Browne sbrowne@dvtail.com

Managing Popi Bowman Editor pbowman@dvtail.com

Art Katrina Teimo Director kteimo@dvtail.com

Graphic Charlene Everest Designer ceverest@dvtail.com

Contributors

Tanya Chernova Jennifer Findlay Jana Manolakos Chris Ryall

Senior Account Edith Dhillon Executive edith@SpaInc.ca 905.707.3525

Director Stephanie Wilson of Marketing swilson@dvtail.com

Production Crystal Himes Manager chimes@dvtail.com

Published four times a year by: Dovetail Communications Inc. President: Susan A. Browne Tel: 905.886.6640 Fax: 905.886.6615 Email: general@dvtail.com SUBSCRIPTIONS AND RETURNS 30 East Beaver Creek Rd, Suite 202 Richmond Hill, Ontario L4B 1J2 PUBLICATIONS MAIL AGREEMENT NO. 40026342 Legal Deposit – National Library of Canada. All rights reserved.

No portion of this publication may be reproduced, in all or in part, without the written permission of the publisher. Dovetail Communications Inc. cannot be held responsible for any losses or other damages incurred by readers in reliance on information appearing in Spa Inc. Spa Inc. and Dovetail Communications Inc. do not assume any responsibility for the contents of any advertisement and any and all representations or warranties made in such advertising.

Spa Inc. will review unsolicited submissions (hard copy or digital texts, photos or illustrations) for editorial consideration but does not guarantee their publication. The submitted material may be used without consent or payment.

One-year subscription: Canada $25, U.S. $39. Single copies: $6.

Please add GST/HST where applicable. PRINTED IN CANADA Funded by the Government of Canada

Check us out online @SpaIncMag

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Printed on paper with 10% post-consumer waste. This magazine is recyclable. Please recycle where facilities exist.

spa news

Wellness in the Spotlight The upside of COVID-19 is a sudden onslaught of virtual events and conferences, so anyone can attend from the comfort of home. Although we aren’t able to socialize like we used to, the internet is overflowing with educational content and seminars. One of our favourites is the Wellness Master Class video series by the Global Wellness Summit (GWS), featuring a fascinating variety of speakers covering topics from racism to “the power of light.” Many other helpful resources can be found at: globalwellnesssummit.com/ wellness-master-class.

The GWS conference on Nov. 8–11, at The Breakers Palm Beach, Florida, will explore how holistic and inclusive concepts could be changing the future of the industry. “The theme, ‘Resetting the World with Wellness,’ is a global call to action to recognize that more comprehensive and inclusive wellness concepts could remake the world post-pandemic,” said Susie Ellis, chair and CEO of the GWS. New guidelines at the conference will accommodate social distancing, including outdoor sessions and a limit on attendance. Dr. Richard Carmona, the 17th Surgeon General of the US, is serving as medical advisor for the event.

A unique, two-day experience after the Summit starts on Nov. 11, hosted at the awardwinning wellness community Serenbe. Located on the edge of Atlanta, the 36-acre farm includes a 27-room inn, where Summit delegates can stay while enjoying classes, activities and healthy cuisine made with organic ingredients grown on the farm. The visit includes a behind-the-scenes tour of the community and founders’ home. Serenbe features over 300 days of arts and cultural programming, multiple independent shops, an artist residency program and four restaurants.

“We believe that communities centred on wellness will play a huge part in resetting our world, and Serenbe represents the gold-standard,” said Ellis. The two-day immersion is designed to give Summit delegates an opportunity to learn and experience what makes this unique wellness community both a commercial and personal success story for its founders. Real estate experts increasingly agree that wellness real estate is emerging as one of the big economic winners during the pandemic.

Hot Product

If you’re looking to stay competitive, the Observ 520x is a compact piece of equipment that will set your spa apart. The one-of-a-kind skin analysis system reveals hidden irregularities, using a variety of lighting conditions to increase the visibility of fine details such as vascular disorders and sun damage. This helps to determine the best course of action for your clients’ specific conditions, and they can see the results of facial treatments more clearly than ever by comparing pictures before, during and after treatment. An interactive interface enables sharing photos, notes and home-care instructions via email; a compatible Apple iPad is needed to operate the system. dermaspark.com

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Canada’s Highest Luxury Spa Opens

On the 31st floor of The St. Regis Toronto, the 15,000-sq.ft. Iridium Spa is the North American debut of the fivestar hotel line’s new global spa brand, with 11 treatment rooms, including two for couples. Spa guests are invited to continue their wellness journey on the 32nd floor, where the hotel’s fitness centre includes an infinity-edge salt water lap pool, whirlpool and detoxifying infrared cedar saunas. iridiumspatoronto.com

spa business

REOPENING DURING COVID-19

rise

SPAS TO THE

challenge B Y C H R I S RYA L L

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urviving a prolonged shutdown during COVID-19 has tested every spa owner’s business acumen. No playbook or case study for reopening was readily available. It was “every spa for itself” while we waited for guidance.

Most spas in Canada reopened in June with a tangled web of restrictions and conditions. Provincial governments, board of health departments and regulatory bodies like the College of Massage Therapists of Ontario (CMTO) also provided guidelines for spas to follow.

Conducting business during a pandemic is not for the fainthearted. A spa prides itself on providing therapeutic and beauty treatments in a relaxed environment. It embodies close face-toface and hand-to-body contact. How do we maintain that same environment during COVID-19? What challenges will we face when reopening? How can we gain the client’s trust and confidence while making that person feel relaxed and safe? Whether a large chain or one-person operation, the spas we talked to shared similar stories.

ACCOR: INSTILLING CONFIDENCE WORLDWIDE In mid-May, Accor – a hospitality group with more than 5,000 hotels and resorts across 110 countries (including the Fairmont brand) – launched a new well-being platform for its North and Central America region: All Stay Well. This program focuses on the care and safety of guests and employees, with stringent health and safety standards; of course, the number of guests has been limited to allow for extra space.

“As our spas reopen with heightened cleaning protocols and social distancing, it is crucial for us to address the more pressing needs of our guests to find a calm and stress-free environment,” explains Daniel Poulin, director of spa & fitness for Accor North & Central America.

“Today, this means partnering with top experts, investing in

research and insights, and rolling out new standards of safety, enhanced protocols and procedures which address our new reality – travel in a world with COVID-19,” says Heather McCrory, CEO of Accor North & Central America.

One of Accor’s properties, the Victoria, B.C.–based Fairmont Empress (site of the Willow Stream Spa), reopened June 26.

Training employees was essential – “making sure every colleague was not only trained in new protocols, but ensuring our colleagues felt comfortable in their new ‘post-COVID’ workplace,” says Jordan Daw, spa director for Fairmont Empress Willow Stream Spa. “When colleagues feel confident and safe, they in turn make sure our guests feel comfortable and safe.”

A variety of measures incorporate Accor’s ALLSAFE standards but also have included staggered appointments, mandatory screening and masks for all guests and employees, increased cleaning and disinfecting, and continued use of EPA-registered disinfecting chemicals. Daw recommends spas adopt a policy of “continuous communication, honesty and transparency” with all employees and guests to gain their trust.

AYURVEDA RITUALS: REINVENTING A SPA BUSINESS Ayurveda Rituals owner Andrea Olivera was already thinking about shifting her spa business model before the pandemic forced spas to shut down in March; in January, her landlord was doubling the rent at Olivera’s spa in Toronto. A 30-year-plus spa veteran, well known for promoting the art of Ayurveda, Olivera reevaluated her business and closed the spa. “I put all my time in lockdown launching online courses, teaching classes on Zoom and perfecting my product line,” she says.

Now collaborating with yoga studios and teaching Ayurveda classes, Olivera plans to open up a scaled-down location where she can provide treatments.

Olivera has advice for other spas: “Don’t be afraid to come S p a I nc .c a

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together as an industry and support each other with referrals, and downsize the business as much as possible until business picks up again.” She encourages wellness practitioners to practice what they preach, and take the time to reset and find healthier ways to work.

SIMPLE AURA SPA: A FORCE OF ONE Opening a new spa in July 2019 was daunting enough. To go through a pandemic and be shut down would test the mettle of any entrepreneur. Kristina Smith, owner of Ottawa-based Simple Aura Spa, met the challenge head on. Smith tucked away a portion of each pay into an emergency fund; that proved wise, as she had to dip into those savings during the shutdown. Clients also can prove to be difficult. “It’s been challenging having clients not wanting to adhere to any of the new protocols, such as wearing a mask,” Smith admits.

She has implemented many safety features, including a plexiglass barrier for the manicure table, wearing a face shield or mask, sanitizing her hands and wearing gloves. Smith would prefer if estheticians were regulated, like hairstylists and massage therapists; she explains that it would add credibility for the esthetician, and give the client more confidence that standards are being regulated.

DOL-ÁS SPA: KEEPING THE CUSTOMER RELAXED Being located in the small community of Wallace, Nova Scotia, didn’t protect the Dol-ás Spa (at Fox Harb’r Resort) from the effects COVID-19. The seasonal resort opened May 30, and the spa waited until June 5 – much later than their scheduled opening on April 24. Despite the late opening, significant drop in revenues and travel bans in effect (as of writing, only residents of Atlantic Canada may travel in the region), health and safety still take a priority.

Dol-ás Spa Director Joann Patriquin says the biggest challenge 10 S pa Inc. | Summ e r 2 02 0

is the “hospitality” offering. They pride themselves on a warm welcome and relaxing atmosphere. Now there are dividers, masks, gloves and guests can no longer sit and relax after services to avoid crossover of guests or exceeding limits. A posted page on their website lists COVID-19 protocols to protect guests and employees.

Appointments are 15-30 minutes apart to allow for increased cleaning and disinfecting and reduced guest traffic. Sanitizing is made visible and guests are provided masks.

“We reiterate to our guests during their visit how we are keeping them safe, along with signage,” said Patriquin, and she advises other spas to “make their measures visible.”

FIT FOR WORK AT IWA SPA iwa Spa is a day spa located in the tourist-driven Blue Mountain resort village, two hours north of Toronto. It fully reopened on July 2; during the shutdown, management held Zoom team meetings to design new positive guest experiences while adhering to health requirements. They bought large quantities of PPE, redesigned the spa layout and moved furnishings to allow social distancing, and established a Fit for Work screening process.

“This really helped team members understand the new traffic flow, and what their roles and responsibilities were within that,” explains iwa Spa director Jenevieve Dennis.

The spa produced a reference card for guests on arrival outlining the new procedures. They also have posted this information on their website with a “What to Expect” tab, which outlines the new procedures and what clients need to do to prepare for their visit and treatment.

New measures taken include clear signage, one-way directional arrows, increasing appointment length to 60 minutes, adding value to services, reducing pedicure bench seating capacity to half, team check-in procedures, room cleaning cards each team member completes and ensuring each therapist is responsible for their lotion bottles to avoid cross-contamination.

spa business

I believe the best way to earn a client’s trust is through transparency. Show the guest exactly what you are doing and involve them in the conversation so they understand how seriously we are taking their safety, while ensuring that the experience is calm and relaxing.”

NORDIK: KEEPING THE WATERS FLOWING Groupe Nordik, which operates Nordik Spa-Nature in Chelsea, Quebec, and Thermëa by Nordik Spa-Nature in Winnipeg, offers a full range of wellness facilities from thermal pools, saunas and steam baths to massage treatment rooms, restaurants and relaxation areas. It has become a massive undertaking adapting to the continually changing guidelines by government, health and regulatory bodies, even more so in Quebec. At the time of writing, all facilities are reopened (except for steam baths), operating at only 50 percent site capacity to maintain the social distancing required.

Groupe Nordik worked closely with provincial spa associations and health department officials to develop a Preventive Measures guide as well as training programs for its employees. Throughout the booking, arrival and guest experience, signage and information are provided. This is key in gaining the trust of the guest, according to Frazer Berry, general manager for Groupe Nordik.

“I believe the best way to earn a client’s trust is through transparency. Show the guest exactly what you are doing and involve them in the conversation so they understand how seriously we are taking their safety, while ensuring that the experience is calm and relaxing.”

STE. ANNE’S SPA: ENSURING GUEST SATISFACTION Ste. Anne’s Spa is in an idyllic Northumberland countryside setting only an hour east of Toronto. Implementing the COVID-19 changes that were required, and training employees on new protocols for the reopening on June 12, was anything but relaxing.

Adhering to government and CMTO regulations and guidelines, the spa area requires both staff and guests to wear masks. Massage oil choices are given verbally and not by smelling samples. Rooms, linens, tables and all surfaces are cleaned and sanitized after each treatment. COVID-19 screening is conducted before every treatment, and wellness classes held inside are limited to six participants and socially distanced.

Ste. Anne’s managing director David Navia tells his staff to “put yourself in the guest’s shoes.” Look at what they are seeing, whether at a table in a restaurant, treatment room or a bathroom. He suggests that seeing things through the guest’s eyes will guide them on how to improve the guest experience.

Spa director Natalie Koshowski emphasizes listening to your spa staff now more than ever, and keeping them fully informed on new protocols. Due to a more clinical appearance with mask wearing and cleaning, it’s more important for staff to communicate a sense of calm, kindness and relaxation to guests.

Jennifer Yang, a spa enthusiast and first-time guest at Ste. Anne’s at the end of June, appreciated the measures taking place.

“We did see staff vacuuming and tidying on a regular basis. I think that the experience was good for trying to maintain a sense of normalcy while trying to relax.”

THE SPA GUEST EXPERIENCE: TIMES ARE CHANGING Spas were always seen as an oasis from daily stress. But now, wearing masks, filling out COVID-19 forms, additional cleaning protocols and social distancing all make it difficult to maintain a relaxing, sociable atmosphere.

The spas that take the challenge head on will pivot to new opportunities, like product sales; by adopting new safe spa services, increasing their online presence, improving their staff training and communications, and proving their value to clients, these spas will succeed. More than ever people will be focusing on their health and wellness, and looking for spa escapes. Dennis advises spa owners, “Be adaptable, test and learn.”

What is crystal clear is how the “new” spa looks and operates.

No longer is the cleaning and sanitizing kept discreet and behind the scenes; it is in full view of the client, for a good reason.

Transparency is king. Spa owners, take notice.

To read about Chris Ryall’s visit to Ste. Anne’s spa during its reopening, visit SpaInc.ca Chris Ryall has visited hundreds of spas in more than 85 countries on six continents, while running a successful tourism and marketing company for more than 20 years. He has written about spas and wellness for numerous national print and online publications in Canada, as well as consulted with spa owners and managers on spa operational and marketing issues. Chris was previously on the judging panel for SpaFinder’s annual Wellness Travel Awards, currently sits on the judging panel for the Asia Spa Awards and, since its inception, has been a valued member of Spa Inc.’s jury for the Canadian Spa and Wellness Awards.

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Strategies to Adapt and Succeed

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B Y TA N YA C H E R N OVA

“It’s not the strongest who survive, nor the most intelligent, but the ones most adaptive to change.”

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his is the conclusive research that scientist Charles Darwin first published in 1859 with his famous book, The Origin of Species. Although his study was regarding nature’s living organisms, this statement has never rung truer than in the world of business.

Growing through crisis is not just about seeing the opportunity.

It is about embracing the fundamental change we need to make to survive and to succeed in response to our shifting environment.

In fact, that is the basis of entrepreneurship: to build a business first in response to a need. Once the need is met, the business can expand its offering to satisfy wants and ultimately dreams, and then multiply with “offspring.” In its own form, we can see it as Business Evolution.

An easy example of this is coffee shops. As the demand for coffee on the go became apparent, coffee shops began to open.

Once the basic need was met, they expanded their offering to satisfy people’s wants, and ultimately dreams, with personalized variations. When Starbucks came to market, we would not have predicted that most major cities would eventually have a shop on every corner. It was the transformation of a basic need from a product to an inspiring experience that made it so compelling.

This went against the theory at the time that people were drawn to exclusivity: “If I want it, I will find it.” What drew people in was the certainty of a positive experience and accessibility: “If I find it, I will want it.”

Think of it like a continuous flow. If I want chocolate, I will find it and if I find chocolate, I will want it. This pertains to a favourite food as much as it does to an attractive article of clothing, a massage, an exciting beauty product or a favourite

meal. If it is in alignment with our basic needs, wants or dreams, we are open to buy it. Once a purchase becomes a habit, that habit sustains your business.

Long after Darwin’s theory was developed, we live in a world of constant adaptation. Technology and consumerism have evolved rapidly to serve our best intentions, and humans are fighting to keep up.

Buying patterns have changed, too. Before the industrial age, people relied largely on themselves for food, beauty rituals and clothing. As the industrial age brought new technology to automate production, people began to consume ready-made products. They learned the value of relying on skilled professionals and artisans to upgrade their standards of living and meet their needs in better ways.

This trend has created an entire consumer culture which sources out nearly every aspect of our lives. We have traded self reliance for the comfort, connection and enjoyment of products and services that give us the outcome we desire. If we are not leaving our homes to get it, it is being delivered to us.

This evolution is present in the spa industry as well. When consumer demand for looking our best and being on point grew from “special day” to every day, the market responded with disruptive price models to encourage frequency and mass appeal.

The democratization of beauty ranges from luxury spas delivering world-class experiences without the travel, to membership models that prompt loyalist self care. Whether it’s walk-in spas with extended hours and high volume, mobile services, staycation wellness spas or medi-spas that accelerate results, services such as manicures, pedicures, facials, hair services and massages are S pa I nc .c a

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positive experiences accessible to everyone. Why do it yourself when the experts can save you time, money and produce the best results?

Enter COVID-19, a global pandemic that has disrupted nearly every purchasing pattern and habit we have as human beings. Overnight, hand soap and sanitizer flew off the shelves, while bustling social coffee shops closed for isolation. As societies struggled to maintain contagion, spas waited months to re-open with extreme limitations. Sociologists say COVID19 presents the profoundest public health and economic crisis of our times. Most importantly, it makes us realize that other ways of living are within our grasp. The question is, how will the beauty and wellness industry adapt to stay relevant, profitable and ultimately survive?

applied to the global marketplace with online marketing strategies. Use affiliate programs to deliver to places outside your reach.

Here are five non-negotiable strategies to adapt and evolve in the new economy.

The key is to realize that today’s consumers crave quality and have the desire to live their best life now. As consumers, we have grown from self reliance to dependence and are entering a post-pandemic world of empowerment.

Gather your team, reach out to your clients and expand your capacity to be the ultimate destination for what you do best.

Most importantly, have the courage to try new things.

Adaptability is about being open, optimistic and flexible. Be an explorer and create a new world of success for yourself and others.

1. Shift your mindset from provider to advisor.

Focus on the purpose of your business. The results you produce are more than the quality of the physical touch. Value the expertise you have in your field and package that as a program.

2. Offer services on site and online.

Accessibility is the key. Take everything you sell on site and make it available online, deliverable and easy to understand.

3. Make global your new local.

Think of the problems your business solves for your local consumers. Curly hair solutions or acne treatments can be

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4. Evolve dependence into empowerment.

Teach your clients the “why” behind what you are selling.

Provide the tools they need to get the fundamental results. Use social media to coach them through the process and use your on-site services to take them to the next level.

5. Double up on the emotional experience.

Surprise, delight and inspire your clients. Exceptional customer service and genuine kindness with a personalized experience makes you stand out from the crowd.

Tanya Chernova is a thought leader, awardwinning global speaker, best-selling author and consultant for the beauty and wellness industry.

Follow her @tanyachernova. ask@tanyachernova.com

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a new

MINDSET

emerges IN THE AGE OF COVID-19 B Y J E N N I F E R F I N D L AY

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he global pandemic has been a tremendous wakeup call for the world and has ignited a sweeping shift in the spa and wellness industry. As we navigate this “new normal,” it is undeniable that we’ve entered uncharted territory in which we must reassess our industry and redesign our practices. Our world has changed and our mindset needs to change, too, if we are going to survive.

DESPITE THE UNCERTAINTY, THERE ARE SOME THINGS WE KNOW FOR SURE. The cataclysmic rise in the number of COVID-19 cases is shining a light on the crucial importance of health and illness prevention, aspects which have now taken centre stage as key value propositions for consumers. Owners, operators, investors, developers and other hospitality industry stakeholders are actively taking a serious look at incorporating health and wellness into their businesses. Spa and wellness programs are now positioned to complete the perfect trifecta – joining room accommodation and food and restaurant services – as the three dominant revenue streams in the hotel and hospitality industry. It’s probably one of the greatest successes emerging from these difficult times.

A transparent operational and experiential overhaul of existing health and wellness programs is an absolute prerequisite now. It’s no longer a “nice to have;” it’s a “need to have.” That entire paradigm has been turned on its head. Quite frankly, businesses that don’t have a clearly defined and personalized brand position around health and well-being, paired with renewed commitments to their team and guests, are setting themselves up for failure.

Another shift in thinking in which we’ve made great strides in

spa business

After months of self-isolation, there is a deep desire to connect with others in meaningful ways.

the past decade is that we are moving toward a more proactive mindset, where illness prevention becomes a focus. For a long time, the Western world had been caught in a reactive medical model, treating those who were sick. Now, however, we’ve seen a change in that thinking; it’s a paradigm shift that places prevention front and centre, long before any signs of illness appear.

Consumer demand for programs that contribute to health and illness prevention will lead to greater saturation and fiercer competition in the marketplace, driving innovation, better-quality products and high-performance teams equipped to win customer loyalty and rise above the competition. As a result, most likely, the industry will deliver a much more superior experience to what has been. It’s a very exciting time, but it has also been a very challenging time and there are no shortcuts.

SO WHERE IS ALL OF THIS GOING? Collaboration across sectors and industries becomes essential; it is critical that we work together and learn from each other. There are tremendous opportunities for different businesses and brands to form stronger alliances and partnerships; for example, I believe we will see a deeper connection and integration between Eastern and Western medicine. We’ve danced around this for a long time, but I think you will see clinics where Eastern and Western doctors will be working more closely together to overlap their skills and services.

Consumer demand for scientifically backed services will lead to greater fusion of ancient practices and healing traditions with modern technology. It’s a huge area of opportunity and growth potential.

After months of self-isolation, there is a deep desire to connect with others in meaningful ways. Consumers will look first to brands they trust that have taken a clear stance on what health and well-being means to them in this new world. Mind-body programs such as yoga that promote social well-being are ideal for this, yet will require a revised approach to guarantee the safety of guests.

Wellness beyond the spa and outside of the built environment will be essential. Taking services and programming outdoors enables guests to maintain safe social distancing practices while still enjoying enriching programming. There is great opportunity for innovation here in both urban and resort locations.

Another dramatic shift that’s driving the industry is social distancing and its impact on consumer loyalty. Those valuable client relationships don’t start and end in the treatment rooms, especially now that things have changed so drastically. We have to look at what is happening outside of that experience, at what

happens before your client arrives and after they depart. We’re forced now as operators to find ways to dial up and maintain stronger relationships with our customers when they’re not in our physical presence.

There needs to be a tremendous amount of innovation in terms of what’s happening with that consumer, what you need to do to win their loyalty and keep them returning long after this pandemic disappears. How are you staying connected to those guests now?

We’re seeing more virtual connectivity and opportunities for new revenue – obvious ones like online services and programming, scheduling and social media, virtual consultation and e-commerce, but where can we go beyond that? How do we innovate around that 360-degree journey that exists when those consumers are not in your physical business? And again, not only will this mindset strengthen the experience and the overall value for the consumer, but it should boost the revenue potential for the owner and for the operator, as well.

In building those crucial relationships, it’s important to understand consumer psychographics. Look at your client’s mindset – what drives them, what are their needs and interests?

But also consider the demographics; for example, age is a factor in mobile communication and in the preferred types of services and programming. Are we doing enough to meet the needs of an older population that is living longer, and are we helping them maintain their health and well-being? Without question, there’s tremendous opportunity and, I would argue, urgent need to cater to that older demographic.

For the longest time, wellness was solely connected to the luxury market, for those with disposable income and greater means; but that left a large portion of the market untapped. If we think about it differently, it can be packaged and sold in a way that may make it more accessible to the mainstream.

Thinking differently is what it’s all about.

Jennifer Findlay is the founder of Core Essence, an awardwinning wellness design firm. Her expertise lies in developing innovative yet resilient businesses and educated, empowered teams. She has worked with some of the world’s leading hospitality organizations, including Fairmont Hotels & Resorts, Hilton Worldwide, and Starwood Hotels & Resorts. A member of the Global Wellness Institutes preferred consultants, the International Society of Hospitality Consultants (ISHC) and a regular contributor to Hotel News Now, she is also a certified personal trainer, yoga instructor and biofeedback practitioner.

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in the know

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in the know

B Y JA N A M A N O L A KO S

To live, to breathe, to restore or just be – these are the unspoken promises embracing guests as they enter the serenity of today’s modern spas and wellness studios. Experts say that the secret to leading guests into this blissful state lies in the way that these facilities stimulate, or calm, the five senses.

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n the spa and wellness industry, there’s a growing realization that mindful interior design can gently awaken each of the senses, in a way that leads to relaxation and a memorable signature experience. It’s a belief that drives Core Essence, a full-service wellness design and consulting firm, led by Jennifer Findlay and her sister, Kathryn. The Canadian duo, designers of award-winning international luxury properties, was hired by Westcorp Development for a world-class hotel residence and spa in B.C.’s Okanagan Valley. In describing the waterfront project, currently under development on the scenic shores of Lake Okanagan, Findlay explains, “We try to take cues from the colour palettes there, from the sensory experiences of walking through those vineyards, and picking local fruits and berries, and their contrast with the adjacent majestic mountains.”

A yoga teacher and biofeedback practitioner, Findlay started her career in spa operations and management for the Fairmont Hotel and Resorts, and the Hilton and Starwood groups. “I was being called in to repair and rehabilitate existing spa businesses that were underperforming,” she recalls.

Findlay notes that good design is intended to ground the client in the present in a way that is not verbally communicated, but rather through physical prompts that awaken sensations. In her design direction, she uses elements that evoke responses on a “cellular level:” the aroma of crisp apples, fresh berries and ripe peaches, and the rich, vibrant textures of wood, stones, plants and herbs, accented by gentle lighting.

Anticipating and imagining the myriad of ways that different individuals will respond to such cues is key to the design process.

“How are you really driving down into each of those individual senses?” Findlay explains that it begins with material choices, preferably locally sourced and renewable.

For the Kelowna property, the design team was inspired by natural cedar, Nordic white spruce and glacial clay, an approach that extended into the unique design of a Hammam at the property.

Traditionally constructed of white polished marble, instead the team is using local granite, retaining the rock’s raw edge for the Hammam, as an element that pays tribute to the region’s natural beauty.

“You also have to think about lighting, which is probably one of

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Bota Bota spa-sur-l’eau

the sound of silence Floating dockside next to a grain silo in Montreal’s Old Port, a 70-year-old boat that once ferried passengers to communities along the St. Lawrence now houses a state-of-the-art, multi-sensory spa. Bota Bota spa-sur-l’eau is a “silent spa” where speaking is discouraged in designated areas, while other spaces allow for low-volume conversations. The absence of voices sets the tone for guests to fully immerse themselves and relax in the stunning surroundings. Five ship decks house a reception area, café, baths, saunas, massage rooms and spaces for simply relaxing, while an adjacent garden and pool area offer a water circuit (saunas, steam baths, cold baths) and several outdoor hot tubs.

the biggest ways we feel you can influence the senses,” Findlay explains. It goes beyond the task-oriented lighting needed for specific treatments and makes the most of controlled lighting (using dimmers and shaded windows, for example) that adjusts for individual preferences, while making the most of natural daylight. “It’s the idea of looking at how light impacts your circadian rhythm and your immune system. There’s research that says the colour quality – blue light versus yellow light versus red light – can also have an impact. There’s a level of lighting that allows you to harmonize with your environment, and that’s the most important thing because, as human beings, we are happiest and healthiest when we are living in harmony with our natural environment.”

Findlay adds that elements like lighting, as well as air quality, acoustics and thermal comfort have the ability to impact the built environment. “In creating spaces, we need to design them so they are free of any type of harmful chemicals, toxins, DOCs, the potential for off-gassing and other harmful particles.”

Acoustical design is critical when it comes to avoiding disruptive noises during treatments, but it goes beyond preventing the sound of slamming doors or a laundry bin wheeled past a therapy area. It involves a thoughtful approach with a purpose in mind, notes Findlay. “Plan your zone so that you anticipate how people will be using those spaces. Is this a zone of activity, of recovery, rest and treatment, or is there social programming that encourages small groups to socialize?

“Curating a true ‘sense of place’ is a guiding commitment. How is the facility connected to its location, the people and the culture?

What does that feel like, and how is this awakened through sensory experiences? Draw inspiration and cues from the location and surrounding environment as much as possible.”

Sometimes less is more

On the picturesque east coast in Summerside, P.E.I., Melanie Dufour – owner of Glow Juicery and The Recovery Studio – says her clients arrive looking for an entirely different experience; they want an escape from all sensory input through the studio’s floatation tank.

“The majority of people coming to float are dealing with some anxiety or high stress,” notes Dufour, a former RCMP officer, who was introduced to the healing power of sensory deprivation tanks in her quest to recover from an intense emotional period while serving in Canada’s north.

Since leaving the police force, Dufour has shifted from combatting crime to fighting toxins in the body. When she opened her studio earlier this year, she invested in high-end, innovative technologies and programs for the purpose of helping to detoxify both the body and mind.

The facility’s I-SOPOD floatation tank eliminates all sensation of gravity, temperature, touch, sight and sound, which together account for 90 percent of normal neuromuscular activity. Floating 20 S pa Inc. | Summ e r 2 02 0

in the know

takes the pressure of gravity off joints and muscles, and puts the body into a high state of physical relaxation. Blood pressure and oxygen intake have been shown to be reduced, while blood flow and the distribution of red blood cells increases.

The studio’s Cocoon Wellness Pro combines both dry heat and infrared heat with vibratory massage, aromatherapy and salt air to deliver a detoxifying experience and help maintain healthy levels of cortisol. “It detoxifies seven times more than a regular infrared light sauna,” notes Dufour. It’s often paired with binaural beat headphones to impact brain waves that lead to a meditative state.

Some clients – many dealing with anxiety – prefer the infrared light sauna blanket over the Cocoon. Dufour suspects it’s “just because of the feeling of being hugged.” She also invested in a Rapid Reboot Recovery System, which fits around limbs – much like a blood pressure cuff – to deliver pulses that mimic massage techniques, maximizing circulation. Often used by athletes, the

technology compresses and relaxes muscles and connective tissue, improving blood flow and releasing lymphatic fluids.

On entering the studio, guests are met with the faint smell of essential oils. Dufour recently replaced fluorescents with softer, controlled lights. A fireplace adds to the ambiance and all the rooms are soundproofed. Soothing music plays in the background.

For some guests, however, even this can be a bit much; “If a client has severe PTSD, I shut everything off for them because I don't want to activate anything in their mind that can trigger an extreme emotion.”

Although Dufour temporarily closed her business at the height of the pandemic, she is optimistic about the future. “I’m a big believer that I have the perfect business post-COVID because people are going to want to be more focused on taking care of themselves, of what they’re putting in their body, whether that’s soothing sounds or better thoughts or food. People are going to be into self-care more than ever.”

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SYBARITIC Cocoon Wellness Pro Pod

Dry infrared heat is administered within a body-encasing pod of thermal active energy in this luxurious, full body powered massage system. In addition to the infrared heat and vibration massage, the Cocoon Wellness Pro Pod offers the option of adding aromatherapy to the client experience. sybaritic.com

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Available through Spavision, this aroma diffuser achieves the perfect balance of aesthetics, simplicity and functionality by combining aromatherapy with the calming effects of authentic Himalayan pink salt. Beautifully designed for essential oils, it creates a soothing pink glow that promotes deep relaxation and boosts mood. spavision.com

NALA Eucalyptus-Lemongrass Hand Sanitizer

Hand sanitizing becomes pure bliss with this soothing blend of high-grade, natural eucalyptus, tea tree and manuka oil with undertones of uplifting lemongrass and calming lavender floral water. Quick drying, non-sticky, cruelty-free and vegan, its superior alcohol content kills harmful bacteria and viruses. A portion of proceeds go to Covenant House Vancouver for homeless youth. nalacare.com

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ASTREEA Pedal-operated Dispenser

The bold and modern design of Astreea’s pedal-operated hand sanitizer dispenser complements any surroundings. Developed and manufactured by an aerospace company in Europe, the seamless stainless steel, tubular hands-free dispenser uses any liquid or gel sanitizer product, arrives fully assembled, is maintenance-free and comes with a lifetime warranty. astreea.com

CANADIAN SHIELD Barely-there Faceguard

The Canadian Shield is a clear plastic piece of personal protective equipment that protects workers from exposure to virus droplets by providing coverage from ear to ear and hairline to neck. It’s designed to be recyclable or reusable, and it’s made of Canadian-sourced material that can be properly disinfected and sanitized. canadianshieldppe.ca

NIAGARA SINGING BOWLS Making Meditative Music

Soothing waves of sound emitted from singing bowls are said to activate and regulate brainwaves, leading to deep relaxation and allowing the body to heal. Niagara Singing Bowls offer a range of attractive crystal bowls in perfect pitch and in a range of colours and sizes. niagarasingingbowls.com

HYDROCO Hydrotone Thermal 3

A multi-functional body treatment capsule, this unit combines a hydrotherapy tub, Vichy shower heads, wet table, steam, aromatherapy, colour light therapy and hand-held hydrojet for hydromassage, all at the touch of a button.

Marine-grade plumbing enables the safe use of muds and seaweed with minimal clean-up through an automated selfsanitizing rinse cycle. hydroco.com

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spa star What inspired the name of your brand?

I’ve always been drawn to plants and to history. My grandpa was an herbalist in Jamaica and people would come to him for help with different health problems. He used natural resources to cure them.

Every time I utter the word asili [the Swahili word for nature], I think of Africa. I think of what my people have been through and how magnificent they are in surviving the worst parts of history. I also wanted to pay tribute to Indigenous people known for their use of plants and herbs. I wanted my brand to highlight and show respect to the ancestors and to underscore the ancient wisdoms that healed and helped our people.

NATASHA WRIGHT

A

BY JANA MANOLAKOS

sili Botanics founder and president Natasha Wright grew up in one of Toronto’s most violent, impoverished neighbourhoods. While teaching at a school that specializes in working with minorities, one of Wright’s students inspired her to launch a unique skincare line derived from, and inspired by, high-quality natural ingredients – ranging from botanical face oil to hydrating moisturizers, body butters, scrubs and hair balms. Her African black soap is handmade in Ghana from plant-based ingredients that aid with acne and hyperpigmentation. Last year, she also launched Wright Frame of Mind, a non-profit that she says “gives children access to experiential learning programs, where they can actually learn how to become entrepreneurs with anything that they do best or that they love.”

What was the journey that brought you to launching Asili Botanics?

As a child, I had really bad eczema and when I hit 12, I was hit with severe acne. Corticosteroid cream helped with the flareups, but it was just the worst time of my life. First of all, the eczema ages you because it roughens your skin, and at the time, we couldn’t afford to get good treatment. By the time I got to college, I was fed up. I applied the research skills I gained during my master’s degree to experiment with different ingredients and discovered that some natural products were effective over time. That’s when the spirit of entrepreneurialism hit me.

As I began developing my products, there was a little girl in my class and we were talking about shade and skin tones. She asked, “Miss Wright, do you think I’m beautiful?” I said, “Of course you are.” She had severe eczema, similar to mine as a child, and was scared that the coconut oil her mother was applying wouldn’t heal it, and that no one would like her. That’s when I realized creating my product line was something that I could do to help people.

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What were some challenges you faced?

I was planning to launch earlier this year at different events, but with COVID-19, everything went virtual, so I launched on Instagram in May, just in time for Mother’s Day, and that’s when things took off.

Most of the start-up funds came from my savings. I’ve seen good results, but taking it to the next level is all about connecting and networking. Marketing is another element that I have to look into.

Truthfully, I need a mentor, someone that can guide and help me grow this brand.

Is highly pigmented skin safe from sunburn?

It’s a myth that skin with darker pigmentation is less prone to burning. Even Black skin needs a good sunscreen. When I was searching for a dermatologist, it was challenging to find someone who knows what works best for dark skin. I still think it’s important that whoever is treating you or giving you advice brings experience with people with a similar skin tone. You have to be very careful. What works for one may not work for another.

What are some of the opportunities for marketing to Black women?

I think product lines are missing a whole market segment by keeping their price points high and often beyond the reach of many people, prohibiting their access to these high-quality natural products. I try to break that barrier with my products by using really good ingredients while doing my best to keep the price point affordable for people of different socioeconomic backgrounds.

Why is self-care important?

Being pampered helps you as a person. Looking back at the neighbourhood I grew up in, I look at their inability for self-care and how it affects their drive and their confidence, and I realize that selfcare is one of the most important things that we need in our life. Even myself, there have been times where I’ve been working so hard trying to just escape my reality, trying to do better. When you work so hard, neglect can easily happen, and so I think that this whole industry is very important for Black women. They need that tender love and care.

While there are some who are affluent, far too many are working hard, but just not able to afford spa treatments. Besides getting access to service specific to their skin type, just being in a spa for a Black woman, like for all women, is wonderful.

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